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ALSO FEATURED ArtistAloud.com promotes the music from artists through live gigs where it builds the instant demand for music by the consumer through mobile or internet. ArtistAloud.com has a property called WebCert, which is basically a live concert or performance conducted before an online audience instead of an on-ground audience. The property recently had its second season and was rechristened as Nokia Smartnights WebCert as Nokia came on board as the title sponsor for the first six WebCerts with various artists. The partnership between Nokia and ArtistAloud.com provided Nokia consumers an opportunity to experience entertainment both via the internet and on the mobile exclusively on Nokia’s Smart phones. Explaining the idea behind starting up ArtistAloud.com, Soumini Paul, General Manager, ArtistAloud.com, told ExM: “There was a lot of music being created by various independent artists and somehow the industry could not seize on this opportunity. Hungama saw this opportunity and essentially sought to fill up this gap. Essentially, there was need of marketing artists and that is where ArtistAloud.com came into the picture with the creation of an online platform to promote artists.” ArtistAloud.com essentially promotes artists and their music through the website, by uploading videos on youtube.com and leveraging other social media platforms like Facebook. Talking about their property WebCert, Soumini told ExM that WebCert initially started off as a marketing tool to amplify live gigs. “The concept of WebCert makes doing live concerts cost effective since you don’t have to spend money on stages, venues and other things that go with doing an onground live event.” Commenting on the success of the concept, Soumini said: “The concept of WebCert has been quite successful. There is average traffic coming to the ArtistAloud.com website on a regular basis, but whenever such an event happens there is always a surge in traffic during such campaigns. 4 September 2011, EXPERIENTIAL MARKETING 28 The fact that well known artists like Shankar Mahadevan has come on board to perform and corporate brands like Nokia are interested in sponsoring such events shows that the concept is gaining ground and people are seeing value in the concept.” In Vogue Does this mean that live online concerts are going to become a trend? “Whether or not this concept will become a trend in terms of others starting up similar online live events is not clear, but this could become a trend among users as they get more and more familiar with the concept. Users are constantly switching mediums from television to internet to Soumini Paul, General Manager, ArtistAloud.com “Users are constantly switching mediums from television to internet to mobiles and the thing that will eventually decide on what consumers go for will be the content that is being provided ”
ALSO FEATURED mobiles and the thing that will eventually decide on what consumers go for will be the content that is being provided,” Soumini told ExM. Talking more on a macro view of hybrid events, Soumini believes that just the formula of hybrid events i.e. combining a live event with a virtual component, may not work. The success of hybrid events will be determined by what is being provided in terms of content and innovation. Speaking on the future trend of hybrid events in India, Bhargava believes that all events have in one way or the other already become hybrid events due to the usage of social media. A person attending an event usually shares details, videos and photos of the event live on social networking websites through mobiles, in turn, marketing the event and giving it online exposure. He believes that having a digital component to all events will in the future become the norm. O’Connell told ExM that virtual events will never replace physical events, particularly with an event like Cisco Live where interactivity and networking is paramount to the experience. However, Cisco does see virtual events playing a role in building an audience for onsite events with the ability to engage a much wider audience, introduce them to the brand and content, and keep them engaged year-round rather than just during the event itself. Uphill Task Like mentioned before, hybrid events are a relatively new concept, and like any new concept there are bugs that need to be worked out to perfect the format. Virtual participation does not have the same experience that a live event has in terms of face-to-face interactions, and technology has its limitations and can be unreliable. The core challenges of conducting a hybrid event include building a networking bond between participants at the venue and virtual participants, and engaging the virtual participants as effectively as the onground participants. From a technology and service perspective, the host has to ensure that it can efficiently address issues of virtual participants, provide adequate bandwidth and customer support for virtual participation, ensure there is appropriate infrastructure to support heavy online traffic and on-ground equipment, and create backup technology support, among other things. Speaking about the challenges of creating hybrid events, O’Connell told ExM that one important consideration is that a virtual event – just like a physical event – takes resources and budget to execute. There are varying degrees of investment, from simple web casting to fully integrated virtual experiences. Any organization considering a virtual event program should carefully investigate the budget and resources required, just as they would with a physical event. Either way, the virtual event program should not be viewed as a replacement for physical events, in most cases, and should augment the existing portfolio. 4 September 2011, EXPERIENTIAL MARKETING 29 Vivek Bhargava, Managing Director, Communicate 2 “Digital has become very complex over the years and conventional advertising agencies are struggling to implement digital components despite trying to do so for many years. The challenge is going to be even greater for event companies. Event agencies need to get digital into their thought process and their DNA ” Bhargava believes that the biggest challenge in implementing hybrid events in India is going to be the lack of expertise in executing the digital component. “Digital has become very complex over the years and conventional advertising agencies are struggling to implement digital components despite trying to do so for many years. The challenge is going to be even greater for event companies. Event agencies need to get digital into their thought process and their DNA,” Bhargava added. A glimpse from Cisco Live!
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