How can we bring the excitement of a live concert into the hearts of non-attending fans? How do we expand the experience before, during and after the show and thereby bring audiences closer to the music?
VOLUME and Tuborg Musik teamed up with danish band The Minds of 99 at Roskilde Festival 2015 on a quest to answer these questions. This resulted in a two-pronged strategy with livestreaming of the band’s prestigious opening show at Roskilde Festival and an interactive video communicating the relationship between the band and their fans in a creative way.
The show was livestreamed before, during and after the show by Tuborg Musik bringing viewers as close to the band as it gets. The livestream could be accessed either by scanning one of Tuborg’s beer cans with the app BlippAr or visiting the Tuborg Musik website.
Following the festival an interactive video with footage from the livestreaming-event was created thereby expanding the time span of the experience even more. By pressing “T” on the computer keyboard viewers are able to switch between following the band from the tourbus to the stage or following two lucky fans from the festival camping area to the backstage area of the Orange Stage.