Music 4.5 Social Music slides, Steve Jelley, VideoJuicer

1. Rejuvenating audiences - why video makes live
music a social phenomenon
Steve Jelley, Videojuicer
#m4pt5
Event partners
#socialmusic
Music 4.5 is
organised by

2. Connecting digital audiences
and physical venues
Create high-quality webcasts
increasing access to the best classical content
working with artists, agents, concert halls, labels, production
companies
Reach audiences via syndication
Reach: integrate video with all communications channels and
media partners
convert audience attention to measurable actions
Monetize and measure attention – the business model
Connect digital audiences with physical audiences – both are
needed.
© 2012 Videojuicer.com

4. Southbank Centre
Simon Bolivar Orchestra concerts
© 2012 Videojuicer.com

5. Reaching classical music audiences

6. Objectives
Primary objectives:
1) Produce and direct two concerts for Southbank Centre
2) Provide live streams to the Guardian’s player
3) Provide shareable on-demand recordings of the concerts
Secondary objectives:
4) Provide commercial integration with the Dudamel shop via player
carousel
5) Drive brand awareness of Shell International Festival and Brynfest
© 2012 Videojuicer.com

7. The aim is to create
a virtuous circle
CONVERSION
© 2012 Videojuicer.com

8. Guardian livestream Guardian on-demand Southbank on-demand
© 2012 Videojuicer.com

9. Aggregating networks
1. Live stream
Guardian.co.uk
100%
© 2012 Videojuicer.com

10. Aggregating networks
On-demand:
Facebo
ok/Dud
amel
15%
South
Bank
Guardian Centre
55% 30%
© 2012 Videojuicer.com

11. facebook.com/GDudamel
Saturday 23 June
& Tuesday 26 June
Embedded on
Dudamel’s Facebook
page (458k followers)
Percentage of plays
on
Facebook: 32%
© 2012 Videojuicer.com

12. Activating networks
Talent:
Venue:
Bolivar Sponsor
SBC
Sympho s:
SBC
ny and Shell,
educati
Dudam Locog
on
el
Owned:
Earned: Guardia Merch
Facebo n Amazon
ok fans SBC , DG
website
© 2012 Videojuicer.com

13. The video is the store
© 2012 Videojuicer.com

14. Conversion rate
Saturday 23 June
& Tuesday 26 June
Overlay and carousel
clicks as percentage
of total plays:
2.5%
(from 23.06.12 to 01.07.12)
© 2012 Videojuicer.com

15. Reaching fragmented audiences
‘
• + video to all channels
increase reach • + 000 views
• + min watched
increase engagement • +% clickthru’s
increase leads • + £££
more conversion
© 2012 Videojuicer.com

16. Measurement
FACTS
1. REACH: integrating videos with ALL ycommunication channels - website,
email, social, PR, and media - WILL increase reach (measurement = Views)
2. ENGAGEMENT: optimizing video content so it is relevant and interesting
to the target audience WILL get their attention, and increase engagement.
(measurement - how long people watched for)
3. LEAD GENERATION: putting calls to action directly on the video WILL
increase the amount of interactions. (measurement = did they click/tap on the
call to action? did the action convert?)
4. DATA : measuring all interactions with video in the context of a
campaign WILL increase understanding of target audience and their behaviour,
and the effectiveness of each channel. (measurement = behaviour & which
communication channel is more effective)

17. Revenues
Pay per view
Subscription
eCommerce / Affiliate revenue streams
Ticket sales
Advertising
Sponsorship
Public Subsidy
© 2012 Videojuicer.com

18. Costs
Project Mgmt
Orchestra fees
Concert Hall costs
Exhibitor Costs
Filming and Production costs
Streaming Platform
Marketing
© 2012 Videojuicer.com

19. Business model – a
network
Technology Partners:
Videojuicer, Aframe
Media: Guardian, Medici,
BBC Magazine
CONCERT HALLS
The Sage Gateshead, AUDIENCES
Royal Northern College
of Music, Roundhouse
Facilitation
Live
MIXED ARTS
VENUES
Audiences
Alnwick, Gala, Maltings, Content DERO in Mixed Arts Venues
Otley
ORCHESTRAS
Northern Sinfonia, Research/Funding Online
Manchester Camerata,
Aurora Orchestra
Researchers: Fusion,
Cambridge JBS
Funders:
AHRC, NESTA, ACE
© 2012 Videojuicer.com

20. Business model
© 2012 Videojuicer.com

21. Contacts
Steve Jelley steve@videojuicer.com
CEO 07973 308402
Jim Flint jim@videojuicer.com
Campaign Strategy 07960 483880
© 2012 Videojuicer.com

22. Thank you to our event partners
#m4pt5
#smartradio Music 4.5 is organised by