What’s the problem?
Many online brand channels are uninspiring places, full of wannabe virals that no self-respecting fan would be seen dead forwarding. Our challenge was to create a channel that captures the rawness, spontaneity and energy of live music performed at O2 Academy venues UK-wide. O2 Academy TV was to be a parallel virtual venue that would become the number one destination for live music content.
Well, that was the plan anyway.
…in real life
We knew that 80% of gig-goers research and listen to music almost exclusively on YouTube. So that's where we had to be. We also knew that fans filmed gigs on their mobiles and uploaded the footage to YouTube. Mostly short, grainy clips with dodgy sound. Which meant - to stand out - we had to find a way of generating top notch content.
The creative innovation
Nothing on this scale had been attempted on YouTube. The site was a year in the making. A complex collaboration between the agency, YouTube, labels, promoters, managers and artists. Together we've created an online venue where great content takes centre stage - extending live gigs into lasting experiences fans can share. Features such as 'Backstage Chat' and 'Fan Cam' mean they feel part of the action, bringing them closer to the artists they love. Meanwhile, the acts get a platform on which to promote themselves. According to one Academy regular, it's Stevie Wonder's favourite site.