Doing the rounds on Twitter and Facebook. Pretty cool stuff at Coachella. Rendered 3D hologram of Tupac rapping with Snoop. Amazingly life like. Is this type of real time creativity going to be the first of a long list of stars being brought back onto stage during live events?
I’ve had the pleasure of working with the guys at YouTubeAustralia (thanks Ernesto, Lucinda) these past few months on a project to showcase the depth and breadth of music available on the YouTube platform. Whatever your music passion, you can ‘get more into’ it on YouTube and we decided to showcase this music content through the lens of some great artists.
We worked with a handful of Aussie and international artists as they created customised playlists of music on YouTube that’s inspired them – kind of their favourite musical moments on YouTube. Check out the YouTube channel here.
The first ‘Get more into music’ playlist was created by mashup artist Pogo. ‘Get more into mashups’ is an interesting playlist of other YouTube mashups that have inspired his music. Some weird stuff in here especially the music jeans. Watch the full playlist here
‘Get more into vocals’ with Florence + the Machine
Watch the full playlist here
Get more into Aussie breakthroughs, a playlist created by Papa vs Pretty. Full playlist here
Get more into the Finn Brothers via the lens of Aussie band Oh Mercy. Full playlist here
Get more into Hidden Gems with Blue Juice. Full playlist here
Get more into animated clips with Josh Pyke Full playlist here
More ‘Get more into music’ playlists are in the works
Coke’s on the crowdsourcing bandwagon.
Last week, Coke in collaboration with Maroon 5 and peeps of the world embarked on a social experiment around music. Maroon 5 were tasked with creating a song within 24hrs with the help of you, the consumer, facilitated by Coke. The idea was called Coca C0la Maroon 5 24hr Session
The idea was highly interactive driven via Facebook, Cokes youtube channel and twitter. Clearly, I like the idea of collaborating with consumers around the creation of a song, it taps into Gen C’s need to be involved with the brand story in real time and obviously taps into Coke’s key content pillar around music.
An example of some of the tweets they received from the Coke community
They’ve cleverly weaved in a charitable outcome of the song creation as for the first 100,000 downloads of the new track from April 1, Coke will be making donations to RAIN (provision of clean drinking water to African nations), however i think they need to be more transparent on how much they’re donating.
For those who knew about it, Coke did a great job of driving real time follow factor of the idea, you could follow the band in real time ove rthe 24hr period and vote on things they were doing via hashtags eg: should they take a ‘#break’ or ‘#song’ to keep them singing/writing.. See here.
The big question for me is whether crowdsourcing has been done to death? Is there anything original here? Are consumers over it? Or are the low levels of engagement due to the fact Maroon 5 are on the way out?
It’s not as innovative as Old Spice’s ‘ask Mustafa to do something & we’ll create content’ twitter campaign, but I think it’s a pretty good attempt to foster collaboration between Coke fans and Maroon 5’s fan base.
The big question will be how much participation did this social experiment drive on a global scale? The videos on youtube all have very low levels in interaction & given Coke’s got 23million facebook fans and I was expecting far greater global engagement.
All comes down to great content driving high levels of interaction. Unfortunately, unless you’re a hardcore Maroon 5 fan, there’s nothing really interesting here.
As part of Diesel’s global Be Stupid campaign, they’ve come up with quite a cool little experiential event called Facepark, a live event where thousands turned up to create an analog version of Facebook, simulating pretty much everything you can do on Facebook in a physical format, starting with every guest receiving a profile cut-out on arrival that would become your analog wall for the day.
A cool quirky event that is semi social and a bit of fun for the brand. A mini movement against digital. I like how the brand is poking fun at popular culture and being playful, in this instance, Gen C’s obsession with a digital life. A very different approach to Levi’s super sious ‘Go Forth’ campaign which i equally admire.
I’m really liking this idea by Sprite called ‘Green Eyed World’. It’s obvious part of this brief was to create an authentic role in grassroots music for youth. Instead of making a TVC, they created a social music series built in real time, following an emerging artist, Katie Vogel for a year on youtube, with her fans being able to interact with her via Facebook connect. The idea was called ‘reality remixed’ and it’s got loads of follow factor. It has produced 4 seasons with 13 episodes, I’ve watched 3 of them and they’re not too bad.
The content itself isn’t that amazing, but what’s really interesting about this idea is how they cleverly linked in all the social media platforms and created a REAL TIME interaction method for the community to really get up close and personal with Katie V and her journey. The integration of Facebook connect along the journey has been brilliant and you can help her decide what to do, the whole way. The community helps create the outcome of the story, it’s truly an interactive brand narrative. This is what creates the ‘follow factor’. It’s done very well, with 2.5m views on youtube. My only criticism is that Sprite as a brand doesn’t really add that much value to the user experience, it’s in the background, which is maybe enough, but I would have pushed for more integration into the brand narrative.
Great little presentation from Sally on the Australian music festival scene. Last summer she went to a whole heap of festivals and captured the key vibes of each.
Festivals have become really important to Aussie youth, primarily because it is something they all use to create their own identity and as a form of self expression. It’s a chance for them to escape the rules and restrictions of the everyday and express themselves through dance and social interaction. Whether you’re a festival rat who is addicted to the music, or a kid who just goes for the social scene and chance to dress up, it all comes down to a statement of belonging.
It’s impossible to classify all the youth tribes that have been born out of music genres and festivals. Over the past few years we’ve seen the emergence of the INDIE KIDS, as there’s been a move away from techno and hard house, toward more indie electro sounds at major festivals. The reality is even within ‘indie kids’ there are man different variations of dress, lifestyle, even they way the speak, based on what there other music interests are. So it’s all about fusing and mashing music and festival tastes together so you’re seen as fluid and up to speed with the latest. Even more traditional ‘rock’ festivals have seen an increased number of indie bands and indie electro acts in the lineup. However, don’t ever try and box a kid in and say they’re just an ‘indie’ or rock chic. According to Erica, you can be a rock chic who likes a side of hip hop and a dash of pop.
It will be interesting to see which festivals rock this summer in Australia and whether we’ll see an emergence of a new youth tribe born out of a specific festival.