- Aug 03 2020
2020 doesn’t seem to have a definitive song of the summer.
2020 doesn’t seem to have a definitive song of the summer. We told you how young consumers can’t pick just one song of the summer this year and it could be due to the pandemic or the signs of a “splintered music industry.” The “hallmark traits” of a song of the summer is its “ubiquity” combined with sales, streaming, video views, radio play, and how much the track inspires memes, parodies, and dance crazes. Last year, Lil Nas X’s “Old Town Road” was an obvious winner. But this year, six different songs took the number one spot on the Billboard charts within a month, making that top spot a “revolving door.” Part of the rotating hit phenomena is in part due to the fact that quarantined young consumers just aren’t streaming music the way they used to: Spotify saw a 50% dip in in-car streaming in April, which made it easier for multiple songs to meet “the threshold” needed to be number one. (WSJ)
- Jul 31 2020
The Weeknd is hosting a virtual concert on TikTok.
The Weeknd is hosting a virtual concert on TikTok. Since the start of the pandemic, musicians have been reaching fans through livestream and virtual performances—like Travis Scott’s successful concert on Fortnite. Now TikTok is hosting their own virtual music extravaganza. Next month, The Weeknd will be performing songs from his After Hours album—including “Blinding Lights,” which has been turned into a dance challenge on the app in recent months and dubbed the song of the summer by young people. The singer will be “represented” by a digital avatar and users will be able to interact with him in what is expected to be an immersive “cross reality experience.” And in an effort to continue supporting Black Lives Matter, the platform says the show will be raising money for the Equal Justice Initiative. (Variety, The Verge)
- Jul 30 2020
Young consumers prefer short-form premium video.
Young consumers prefer short-form premium video. According to a study from Snap and NRG, smartphones are the top device 13-35-year-olds use to consume media, particularly premium content, which is up 40% compared to last year. Seventy-eight percent of Gen Z and Millennials are watching more video on their smartphones than they did last year and they’re averaging around four hours and 26 minutes on their mobile devices daily. Seven out of 10 Gen Z and Millennials reported that they would rather engage with several shorter videos than be immersed in longer videos or TV series, with 56% saying that full length TV and video series are too much of a time commitment. (Adweek)
- Jul 29 2020
Lollapalooza is the latest event to go virtual, hosting a “Lolla2020” livestream event this summer.
Lollapalooza is the latest event to go virtual, hosting a “Lolla2020” livestream event this summer. Virtual events and livestream concerts have replaced live events during the pandemic, and it looks like the trend will be continuing. The annual Lollapalooza festival is going digital this year, rebranding as “Lolla2020” for a free four-day broadcast event on YouTube starting tomorrow. The content is expected to be a combination of “iconic” old sets and new live originals from H.E.R, Kaskade, Louis the Child, The Neighbourhood, Vic Mensa, and Yungblud, as well as special appearances from Michelle Obama, Common, and LL Cool J. This is the first all-digital version of the music fest, which is one of the last major events to cancel its in-person plans. (UPROXX, The Verge)
- Jul 29 2020
The NBA teamed up Microsoft and Michelob Ultra to bring young sports fans to the courtside virtually.
The NBA teamed up Microsoft and Michelob Ultra to bring young sports fans to the courtside virtually. To give basketball fans the experience of being at a game, the NBA is collaborating with Microsoft’s video conferencing service Teams. To create the experience, the NBA will be using the platform’s “Together Mode,” allowing three hundred fans, split by team, to cheer and jeer on the league’s 17-foot sideline video board that will be installed in the arena, while audio from the feeds will be incorporated into the live game’s broadcast. Meanwhile, the league is partnering with Michelob Ultra, which will be in charge of giveaways and prizes on their own social channels, as alcohol brands continue to find different ways to reach young consumers. (Adweek, Mobile Marketer)
- Jul 28 2020
Young gamers want to see more brands tap into the “esports realm.”
Young gamers want to see more brands tap into the “esports realm.” According to a Mediahub survey, many consumers don’t think brands are taking the esports trend as seriously as they should be with. Over half say they would like to see brands put more money put into the esports category to help it grow, while 42% said video game-related ads are the best spot for brands to show up in these conversations. Since the start of the pandemic, the gaming industry has seen a significant boom in business from cooped up young consumers, and YPulse’s research has long found esports fans are open to brand participation. (Adweek)
- Jul 27 2020
A new Syfy show is making merch “shoppable” for viewers.
A new Syfy show is making merch “shoppable” for viewers. As shoppable TV starts to get attention, NBCUniversal’s Syfy’s “SyFy Wire After Dark” is turning a special broadcast into a shopping session. Viewers will be able to purchase graphic novels, sunglasses from goodr, and merch based on DC characters from Superman and The Sandman by scanning a special code displayed on screen that activates NBCUniversal’s “Checkout” tool. The “interactive shopping experience” will run on Syfy’s digital, editorial, and social platforms and the network is planning to expand their “Checkout” experience to a weekly shoppable editorial series on Syfywire.com. (Variety, Marketing Dive)
- Jul 24 2020
Big stars aren’t focusing on music anymore—they’re going where the money is.
Big stars aren’t focusing on music anymore—they’re going where the money is. Sure, Rihanna and Kanye West may be known for their music, but with the launch of Fenty Skin and a Yeezy Gap collection, it’s clear artists are looking for revenue beyond just dropping new songs. For example, while Chance the Rapper was working on his album, he bought a local news site and was advocating for education in Chicago. Rapper A$AP Ferg collaborated with Tiffany & Co. as a brand ambassador, while Post Malone sold rosé. The economics of the industry is shifting as “streaming isn’t lucrative in the way that CDs once were,” and music is no longer a standalone art, but has instead become more a “promotional tool.” For many, creating new albums has become “less important” than leveraging fame to launch their own brands and reach fans in new ways. (WSJ)
- Jul 23 2020
More kids are playing Roblox and they just launched a Fortnite-esque virtual party feature.
More kids are playing Roblox and they just launched a Fortnite-esque virtual party feature. During COVID, Fortnite has transformed into even more of a social platform as well as an entertainment venue for virtual concerts—and Roblox is right behind them. According to Roblox Corporation, over half of kids and teens in the U.S. under 16-years-old have been playing the game. Now, they’re launching “Party Place,” a private space where players can host virtual birthday parties and social gatherings. Unlike Fortnite’s Party Royale mode, which is open to the public, the Roblox feature serves as a specific venue for users to host their own events, providing more privacy for young players. (The Verge, TechCrunch)
- Jul 23 2020
From Netflix to Disney+, streaming services are using Facebook and YouTube to grow their audience.
From Netflix to Disney+, streaming services are using Facebook and YouTube to grow their audience. According to a Tubular Labs report, more streaming services are using social video as “core marketing channels” as the market continues to grow. Netflix has the most “owned and earned views” on YouTube for the first half of 2020 with its videos reaching 2.1 billion more views than last year. Overall, when it comes to YouTube content strategies, streaming services are taking different approaches: Disney+ double downed on movie scene compilations, while Quibi ran more commercials. Meanwhile, Netflix and Amazon Prime Video grew their reach with a mix of trailers, music videos, and comedy show clips. On Facebook, views for SVODs are at an all-time high with a 66% increase in owned and earned views. Netflix saw a 54% growth, while Hulu had 270 million more views during the first half of 2020 compared to 2019. (Tubefilter)