The Anatomy of a Successful Music Broadcast Event
Guiding countless artists and musicians through the live broadcast experience, you learn a tip or two regarding the science of a successful broadcast. There are a few elements involved that really contribute to a successful music broadcast: content, interactivity, promotion, and most importantly, distribution (aka embed syndication). Half of my job entails that our featured broadcasters hit on as many of those criteria as possible.
Enter Amalgam Digital. The indie online record label with a penchant for innovative online initiatives put together a pitch perfect broadcast event for their newly acquired star talent, rapper Joe Budden. Once upon a time, Joe Budden was a Grammy-nominated, major-label artist with a monster single in heavy rotation.
Half a decade later, Joe Budden and the Amalgam Digital team organized a broadcast event that far outperformed most of the bigger name, currently “hot” artists that have passed through the broadband walls of Ustream.TV.
Here’s how they did it…
The concept was simple but effective: Joe Budden would start the broadcast with a Q-and-A webchat, then segway into the final studio session as he worked on the finishing touches of his upcoming “Padded Room” album. This works on several levels:
1.) Interactivity: Live video allows for real-time interactions — take advantage of it. Viewers can watch recorded content anytime they want and leave one-off comments, but there’s only one chance to BE a part of the content. Give your fans that in-the-moment excuse to show up on time.
2.) Exclusive peak at the creative process: Watching two hours of someone’s workday can be boring if it’s pre-recorded. But there’s a certain magic to hearing snippets of an anticipated album for the first time, especially AS it’s being created. Give your fans a chance to say “I was there when…”
3.) Stamina: Broadcast events are like real-world music events; sometimes folks show up late. Joe Budden planned on going 3+ hours, giving his fans plenty of time to gather around and build viewership momentum. Too often, artists shut off a broadcast after chatting for 30 minutes, leaving their fans hanging at the peak of their interest. Give your broadcast a breathing chance to go viral… go for the distance!
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