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Opening up festivals online
Andrew Barron – BBC Audio & Music Interactive
Opening up festivals online

 Helping people who cannot be at your festival experience it


 Ways for people to interact with your festival before, during and after

 Extend the life of your festival


 How to market your festival to new people




                         And how you can do all this for very little money
Who am I?
 Worked for the BBC for 10 years

 Started in radio then moved into „interactive‟

 Worked on:

      Glastonbury

      Live 8/Live Earth

      Reading Festival

      Radio 1‟s Big Weekend

      BBC Electric Proms

      BBC Radio 1 Interactive                     What about you?
Radio 1‟s Big Weekend

World‟s biggest free ticketed music festival

 Major UK and international artists


 Takes place in a UK city in May every year


 But only 30,000 people can attend


 The BBC is a broadcaster who needs to reach as many people as possible




                                               And we want to involve the
                                               audience in what we do…
360 Broadcasting: Radio – TV - Online

 What we know about these mediums:

   People listen to the radio in the background and for long periods
   They want variety and don‟t like long sets by one artist

   People choose to watch a TV programme but, unless they are a
   fan of particular artist, don‟t want to see long sets

   People sometimes use the internet to surf and see what they
   find, but usually they go online to find something they want




                                                  And the audience….
360 Broadcasting: Radio – TV - Online

 What we know about the audience:

   Some want the backstage gossip and interviews

   Some have a general interest in music and
   just want to hear the hits

   Some people are fans of one artist and just want to see them live


   Some are musos and just want to watch loads of music




                                 So how do we keep them all happy….
360 Broadcasting: Radio – TV - Online

 Radio:

   Broadcast from the festival all weekend

   Shows filled with showbiz – backstage gossip, interviews, colour


   A single live track every half hour during the day


   Two hours of highlights each night, including most of the
   headliner‟s set




                                All promoting TV and Online coverage…
360 Broadcasting: Radio – TV - Online

 Normal TV:

   90 minute highlight shows each night

   The best tracks with a few interviews


  Interactive (Red Button) TV:

   The whole festival shown „as live‟ over 8 hours

   Watch on digital TV from any BBC TV channel



                                           But if you want everything…
360 Broadcasting: Radio – TV - Online

 Online:

   Watch the whole festival webcast „as live‟

   Watch full sets anytime for 7 days after the festival
   Or just watch the best track

   Watch interviews and backstage films

   Look at 100s of photos of the artists on stage

   Read or write your own reviews of the performances


                      But that‟s only a small part of what we do online…
Using „friends‟ to reach new audiences

 The artists who were performing at Radio 1‟s Big Weekend had
 millions of „friends‟ on MySpace and Bebo

 We want to make sure all their „friends‟ knew about our event

 We give the artists “We are playing Radio 1‟s Big Weekend”
 badges to put on their profiles and official websites

 We asked the record companies to include us in newsletters,
 bulletins and any other marketing they sent out




                             This started a useful relationship with the
                             people who ran the artist‟s websites…
Use popular websites to connect to the audience

 We knew YouTube was massively popular


 We knew people liked watching funny videos


 So we ran an Air Guitar competition

 To enter you had to upload your video
 to YouTube tagging it Radio1,
 Bigweekend07 and the artist name

 Got 100,000s of views



                                And we showed the best at the festival
At the festival – audience photos

 Audience photos always really popular


 We wanted to take as many as possible


 So we photographed 5,000 people

 All were put online that day

 Everyone told to look at the
 website to find themselves

 All photos could be added to MySpace,
 Blogs etc – with branding and link back
 to the BBC website                        But it was not just
                                           about our photos…
Encourage people at the event to record it

 Bloggers

   Competition for people to come
   to the event and blog it

   At Glastonbury we gave people
   smart phones so they could blog
   throughout the festival

  Photographers

    Competition to win a
    photo pass for the event

    Ask the audience to MMS
    photos to the big screens
                                     And then there‟s Flickr…
Flickr.com

 Massive photo sharing website


 We used it first for John Peel Day:
 hundred of gigs across the UK

 We could never cover ourselves

 So we asked people at the gigs to
 take photos and upload them
 to Flickr

 We have done this for every
 festival since

                               But it is not just about audience photos…
Flickr.com

 We upload our best photos to Flickr


 So when people search for an artist
 they find us and our festival

 If someone wants to blog about
 the festival they can use our photos

 Very easy and quick way to get
 photos to the press

 Flickr costs US$24.95 a year


                                        Photos are very shareable..
Slideshows

 People fill their MySpace/Bebo
 profiles with photo slideshows

 So we made all an embeddable
 slideshow for all our galleries

 Make them for free at:
 slide.com




                                   And then came the
                                   BBC Electric Proms…
BBC Electric Proms

 New festival

 We needed to find lots of ways to promote it

 No one knew our website existed

 This time is was about getting
 BBC Electric Proms onto other websites

 We needed to use the websites our audience use




                                          Starting with music websites…
last.fm

  Social network music site

  Very popular with music fans

  Tracks what you listen to on
  your computer/MP3 player

  Recommends music and gigs
  based on what you listen to

  Links you to other people with
  similar music tastes



                                   And anyone can enter a gig or festival…
last.fm

 We set up pages for each gig and the
 festival as a whole

  This meant our gigs appeared on the
  artist pages of everyone performing

  People who were going added
  themselves. We then appeared on all
  their pages

  After the gig, photos were
  pulled in from Flickr



                                        But if you don‟t do music…
Upcoming.org

 Event listing website owned by Yahoo


 Big in America

 Covers music, arts, sport,
 performance, family, comedy,
 education and festivals

 Users can join or „watch‟ events




                                        But the big one is Facebook…
Facebook

 Most popular social network in the UK.
 Growing fast worldwide

 More organised and easier
 to use than MySpace

 Users take a lot of personal ownership

 Events are a big part of the website

 Great for organising parties




                                  There‟s a lot you can do with events…
Facebook

 Details of the event, location and time


 People attending can invite their friends

 Everyone attending can:

     Add photos and videos

     Post messages and reviews for
     everyone to see

  Builds a community around the event



                                             Very easy to set up…
Facebook

 Fan/company profiles


 Spread very quickly through „friends‟

 Greater control as only you can
 post photos/videos


 Can be used to set up events




                                         It‟s about being seen…
Video

 YouTube generation /
 broadband connections


 Online video became big in 2007

 Free to host online


 (But costly to make)




                                   We needed video from launch
                                   on BBC Electric Proms…
Video

 We filmed interviews with the key artists


 They talked about their plans

 They explained BBC Electric Proms


 They marketed the festival
 very effectively




                                 Now we needed to get the videos seen…
Video

 There‟s lots of video websites:


   YouTube, Blip.tv, Daily Motion,
   Metacafe, MySpace, Reever,
   Veoh, Yahoo Video


 Tubemogule.com can upload to them all




                                   And video needed to be „shareable‟…
Video

 Every video on the Electric Proms website
 had the code people needed to embed it

 People could add it to their blogs, MySpace

 Press/media could take the video

 We gave them to record companies for
 artists‟ official sites and MySpace

 Uploaded the video to Facebook events




                                               We kept making videos…
Video

 We added films in the run-up to the festival


 Filmed loads more during the festival
 (interviews and features)

 Would make a great podcast




                                         What about during the event…
During the event

 We wanted to find a way to reflect the live event on the website


 Webcasts is an obvious idea but

    They are expensive


    They are hard to do

    No one watches them (!)




                                So we looked at what conferences do…
Twitter.com

 Microblogging website


 Post short messages about
 what you are doing

  Update via the web or
  mobile text message

  Used throughout 2007 to report
  from conferences




                                   At the BBC Electric Proms…
Twitter.com

 Reporters in each venue with
 mobile phones

  They texted live updates of what was
  happening during each performance

  Unique report of each gig



  New website coveritlive.com is
  even better




                                   But what if you don‟t have a website…
Ning.com

 Create your own social network for free


 Upload photos and video

 Blog about what is happening


 Visitors can sign up and join the discussion


 Ask questions when people sign up

 Could easily be the whole
 website for your festival

                                                So…
In Conclusion – It is all about sharing

 Look at what assets (photos, videos, text)


 Look at what websites your artists/speakers have

  Look at what websites your audience use




                   Then put as many of your
                   assets out there as you can

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Opening Up Festivals Online

  • 1. Opening up festivals online Andrew Barron – BBC Audio & Music Interactive
  • 2. Opening up festivals online Helping people who cannot be at your festival experience it Ways for people to interact with your festival before, during and after Extend the life of your festival How to market your festival to new people And how you can do all this for very little money
  • 3. Who am I? Worked for the BBC for 10 years Started in radio then moved into „interactive‟ Worked on: Glastonbury Live 8/Live Earth Reading Festival Radio 1‟s Big Weekend BBC Electric Proms BBC Radio 1 Interactive What about you?
  • 4. Radio 1‟s Big Weekend World‟s biggest free ticketed music festival Major UK and international artists Takes place in a UK city in May every year But only 30,000 people can attend The BBC is a broadcaster who needs to reach as many people as possible And we want to involve the audience in what we do…
  • 5. 360 Broadcasting: Radio – TV - Online What we know about these mediums: People listen to the radio in the background and for long periods They want variety and don‟t like long sets by one artist People choose to watch a TV programme but, unless they are a fan of particular artist, don‟t want to see long sets People sometimes use the internet to surf and see what they find, but usually they go online to find something they want And the audience….
  • 6. 360 Broadcasting: Radio – TV - Online What we know about the audience: Some want the backstage gossip and interviews Some have a general interest in music and just want to hear the hits Some people are fans of one artist and just want to see them live Some are musos and just want to watch loads of music So how do we keep them all happy….
  • 7. 360 Broadcasting: Radio – TV - Online Radio: Broadcast from the festival all weekend Shows filled with showbiz – backstage gossip, interviews, colour A single live track every half hour during the day Two hours of highlights each night, including most of the headliner‟s set All promoting TV and Online coverage…
  • 8. 360 Broadcasting: Radio – TV - Online Normal TV: 90 minute highlight shows each night The best tracks with a few interviews Interactive (Red Button) TV: The whole festival shown „as live‟ over 8 hours Watch on digital TV from any BBC TV channel But if you want everything…
  • 9. 360 Broadcasting: Radio – TV - Online Online: Watch the whole festival webcast „as live‟ Watch full sets anytime for 7 days after the festival Or just watch the best track Watch interviews and backstage films Look at 100s of photos of the artists on stage Read or write your own reviews of the performances But that‟s only a small part of what we do online…
  • 10. Using „friends‟ to reach new audiences The artists who were performing at Radio 1‟s Big Weekend had millions of „friends‟ on MySpace and Bebo We want to make sure all their „friends‟ knew about our event We give the artists “We are playing Radio 1‟s Big Weekend” badges to put on their profiles and official websites We asked the record companies to include us in newsletters, bulletins and any other marketing they sent out This started a useful relationship with the people who ran the artist‟s websites…
  • 11. Use popular websites to connect to the audience We knew YouTube was massively popular We knew people liked watching funny videos So we ran an Air Guitar competition To enter you had to upload your video to YouTube tagging it Radio1, Bigweekend07 and the artist name Got 100,000s of views And we showed the best at the festival
  • 12. At the festival – audience photos Audience photos always really popular We wanted to take as many as possible So we photographed 5,000 people All were put online that day Everyone told to look at the website to find themselves All photos could be added to MySpace, Blogs etc – with branding and link back to the BBC website But it was not just about our photos…
  • 13. Encourage people at the event to record it Bloggers Competition for people to come to the event and blog it At Glastonbury we gave people smart phones so they could blog throughout the festival Photographers Competition to win a photo pass for the event Ask the audience to MMS photos to the big screens And then there‟s Flickr…
  • 14. Flickr.com Massive photo sharing website We used it first for John Peel Day: hundred of gigs across the UK We could never cover ourselves So we asked people at the gigs to take photos and upload them to Flickr We have done this for every festival since But it is not just about audience photos…
  • 15. Flickr.com We upload our best photos to Flickr So when people search for an artist they find us and our festival If someone wants to blog about the festival they can use our photos Very easy and quick way to get photos to the press Flickr costs US$24.95 a year Photos are very shareable..
  • 16. Slideshows People fill their MySpace/Bebo profiles with photo slideshows So we made all an embeddable slideshow for all our galleries Make them for free at: slide.com And then came the BBC Electric Proms…
  • 17. BBC Electric Proms New festival We needed to find lots of ways to promote it No one knew our website existed This time is was about getting BBC Electric Proms onto other websites We needed to use the websites our audience use Starting with music websites…
  • 18. last.fm Social network music site Very popular with music fans Tracks what you listen to on your computer/MP3 player Recommends music and gigs based on what you listen to Links you to other people with similar music tastes And anyone can enter a gig or festival…
  • 19. last.fm We set up pages for each gig and the festival as a whole This meant our gigs appeared on the artist pages of everyone performing People who were going added themselves. We then appeared on all their pages After the gig, photos were pulled in from Flickr But if you don‟t do music…
  • 20. Upcoming.org Event listing website owned by Yahoo Big in America Covers music, arts, sport, performance, family, comedy, education and festivals Users can join or „watch‟ events But the big one is Facebook…
  • 21. Facebook Most popular social network in the UK. Growing fast worldwide More organised and easier to use than MySpace Users take a lot of personal ownership Events are a big part of the website Great for organising parties There‟s a lot you can do with events…
  • 22. Facebook Details of the event, location and time People attending can invite their friends Everyone attending can: Add photos and videos Post messages and reviews for everyone to see Builds a community around the event Very easy to set up…
  • 23. Facebook Fan/company profiles Spread very quickly through „friends‟ Greater control as only you can post photos/videos Can be used to set up events It‟s about being seen…
  • 24. Video YouTube generation / broadband connections Online video became big in 2007 Free to host online (But costly to make) We needed video from launch on BBC Electric Proms…
  • 25. Video We filmed interviews with the key artists They talked about their plans They explained BBC Electric Proms They marketed the festival very effectively Now we needed to get the videos seen…
  • 26. Video There‟s lots of video websites: YouTube, Blip.tv, Daily Motion, Metacafe, MySpace, Reever, Veoh, Yahoo Video Tubemogule.com can upload to them all And video needed to be „shareable‟…
  • 27. Video Every video on the Electric Proms website had the code people needed to embed it People could add it to their blogs, MySpace Press/media could take the video We gave them to record companies for artists‟ official sites and MySpace Uploaded the video to Facebook events We kept making videos…
  • 28. Video We added films in the run-up to the festival Filmed loads more during the festival (interviews and features) Would make a great podcast What about during the event…
  • 29. During the event We wanted to find a way to reflect the live event on the website Webcasts is an obvious idea but They are expensive They are hard to do No one watches them (!) So we looked at what conferences do…
  • 30. Twitter.com Microblogging website Post short messages about what you are doing Update via the web or mobile text message Used throughout 2007 to report from conferences At the BBC Electric Proms…
  • 31. Twitter.com Reporters in each venue with mobile phones They texted live updates of what was happening during each performance Unique report of each gig New website coveritlive.com is even better But what if you don‟t have a website…
  • 32. Ning.com Create your own social network for free Upload photos and video Blog about what is happening Visitors can sign up and join the discussion Ask questions when people sign up Could easily be the whole website for your festival So…
  • 33. In Conclusion – It is all about sharing Look at what assets (photos, videos, text) Look at what websites your artists/speakers have Look at what websites your audience use Then put as many of your assets out there as you can