As a music streaming service, it's fitting that Spotify was one of the first brands to join Periscope (an app for sharing live video content) for an entertainment marketing stunt. The brand's first interaction on the platform involved setting up a behind-the-scenes video with folk singer Conor O'Brien from the band Villagers playing the guitar.
Livestreaming a big event like a concert is an elaborate production, but rather than this, Spotify's first video on Periscope was staged as a low-key event to give fans the chance to connect with the musician and others who love what he creates. In total, more than 380 people tuned in to the livestream.
Those who missed tuning in to the action still have the chance to check out the replay, which is a valuable way for Spotify to promote the popular and emerging artists that it features on its service.
What's Driving This Trend
- Entertainment Marketing
- Creating behind-the-scenes videos with musicians on live streaming platforms allows brands to connect with fans in an intimate and authentic way.
- Live Video Content
- The use of live video platforms like Periscope can provide unique opportunities for brands to engage with their audience in real-time.
- Promoting Emerging Artists
- Streaming services like Spotify can use live video content to showcase and promote up-and-coming musicians to a wider audience.
Who This Affects Most
- Music Streaming
- Streaming services like Spotify can leverage live video content to enhance their entertainment marketing strategies.
- Social Media Marketing
- Brands can utilize live video platforms like Periscope to create engaging and interactive content for their audience.
- Music Industry
- Live streaming and behind-the-scenes videos offer opportunities for musicians and music brands to connect with fans and build a loyal following.
