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Radio, webcasters "extend audiences outside the venue" with streams of Labor Day music fests

Friday, August 31, 2012 - 12:05pm

On Wednesday (here) we reported that Pandora would live-stream an event for the first time, the Budweiser Made in America festival from Philadelphia.

We've also reported (here) that Emmis WQHT/New York "Hot 97" streamed live video from its Summer Jam festival earlier this summer. This weekend, the station will stream the entire 36-hour Rock the Bells hip-hop fest (Saturday and Sunday in Holmdel, NJ) on Hot97.TV and on Hot 97-owned Loud Digital Network. Emmis VP of digital Angie May Cook told Inside Radio, "(Live concert streams) extend your audience outside of the venue,” she says. “And you can measure a lot of the engagement, which is great for advertisers." She'll speak at RAIN Summit Dallas next month on our "Online Strategies for Local Broadcasters" panel (see today's RAIN here).

Finally, stream aggregator TuneIn has created Bumbershoot Radio (a music stream featuring artists playing this year's annual Seattle Bumbershoot Music & Arts Festival), and is partnering with local non-comm KEXP to stream som of this weekend's fest performances. TuneIn was a partner of Hot 97 for its Summer Jam, and streamed performances from San Francisco's Outside Lands festival. 

"With PPM causing a greater fixation on minute-by-minute programming, broadcasting a live concert on the air can be a risky proposition," Inside Radio points out. "Dedicated web streams increasingly help fill the void for live music programming."

Pandora using listener preferences for targeted promotion of Portland concerts for artist Dawes

Thursday, December 8, 2011 - 11:50am

Pandora's local powerPandora will launch a series of free concerts, starting in December 13, with ATO recording artists Dawes in Portland, OR. The web radio service will reportedly send out invitations based on listeners' music preferences (like what music they have thumbed-up).

Even the location of the concerts was decided by listener data: "Pandora data shows that Portland-area listeners are 25% more likely to enjoy a Dawes song and 30% more likely to create a Dawes station on Pandora than listeners in any other U.S. city," reports Billboard.

This kind of promotional power for local live concerts was discussed by Pandora's founder Tim Westergren at RAIN Summit Chicago back in September. You can watch his keynote presentation here.

Billboard has more on this story here.

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