From sports brands to drinks companies, organisations of all types are amplifying their investments in live content. Today's online audiences crave engaging and original content, and live streaming is, as Sound Tribe Live founder Edd Royal puts it, the 'perfect vehicle' for companies looking for new ways to deliver content and messaging to consumers, whilst ‘creating a sense of event on a global scale.’
Sound Tribe Live – an online platform offering a unique, live-streamed experience for a global customer base including American Express, Somerset House and Metropolis Music – has first-hand experience of how adding a live dimension to music, fashion, sports and theatre events can boost impact and audience reach.
Edd came up with the idea for Sound Tribe Live after researching the market and discovering that none of the live streaming platforms seemed to deliver the glossy, broadcast-esque quality content that we're used to seeing on TV. So Edd took his idea to UK TV personality Kate Thornton. With her wealth of broadcast TV experience and contacts, together they put in place their ‘dream team,’ of industry experts including director Chris Cowey (Top of the Pops and The Brit Awards).
Putting practice into action, this month Sound Tribe Live worked with The Prince's Trust's Summer Sessions, to live stream its Youth Forum. Viewers from across the country tuned-in to watch the hour-long panel where five celebrities and TV personalities including Wretch 32, Emeli Sandé, Ed Skrein, Adam Deacon and Jameela Jamil shared words of encouragement about the pressures of life and future career choices as the nation's young people awaited their final exam grades (GSCEs). Viewers tuning in online and onsite took to twitter (using the hashtag #PTSummer ) and Facebook to ask questions of the panel, give their views on the sessions, tweet the celebrities and engage with fellow viewers – adding yet another layer of engagement to the event.
"The growth of the internet is making consumers increasingly content hungry. This goes hand in hand with brands and the music industry looking for new ways to deliver content and product to consumers. Live streaming is the perfect vehicle to meet and supply these needs, creating that live event experience on a global scale," said Edd Royal, Founder, Sound Tribe Live. "Our live stream of The Prince's Trust Summer Session was a success and Brightcove had a key role to play in that."
In a previous post, we discussed that by their very nature audiences more fully engage with live TV, and it's no different with Live events – whether it's politics, a gig or sporting event - people are now able to connect and socialise with friends or strangers, creating an event unto itself!
Brightcove worked closely with the Sound Tribe Live team behind the scenes and onsite to deliver the Youth Forum live online. Using the Zencoder Live Cloud Transcoding, Sound Tribe Live, was able to reach viewers on any mobile device, and deliver them a high quality live experience, a crucial aspect of the project given both the audience’s demographic and the inclusion of real-time social media engagement in the event.
Live streaming is no longer a "nice to have" but a necessity for any major event, as consumers expect to access content live or on-demand from any device. However, there are a number of obstacles that delivering high quality live events throws up for content owners from a technology standpoint. First, they need to buy, manage and configure expensive transcoding hardware, which often sits idle until the next live event. Then, there is the issue of onsite bandwidth, which can cause serious bottlenecks plus the added complications of delivering the content in different formats and outputs in order to enable seamless delivery to multiple devices.
The Sound Tribe Live team was able to bypass all of those challenges by using Zenconder Live Cloud Transcoding, ultimately cutting the economics and technical requirements for live streaming dramatically. It provided a scalable way for them to deliver that glossy broadcast-esque content to a large audience across any device.
"Brightcove is the biggest and best at what they do, so it was an easy choice for us. Our tech team could easily integrate with Zencoder Live and we were able to seamlessly deliver live content to a nation-wide audience of young people tuning in on any internet-connected device," said Edd.
Watch highlights from The Prince's Trust Summer Session Youth Forum here.
And check out Sound Tribe Live's other live events here.