O2 today unveiled O2 Academy TV, a new YouTube channel for the O2 Academy venues, bringing all the best video content from gigs at these iconic locations to one place on the web for the first time.

O2 Academy TV is a significant investment by O2 to engage music fans online before, during, and after gigs – and to expand the reach of the O2 Academy experience to those not able to see the gigs live. Content hosted on O2 Academy TV will include fan footage uploaded from gigs, backstage artist interviews, as well as the live streaming of performances.

O2 has worked closely with artists and labels to, for the first time, actively encourage music fans to record live gigs on their phones and upload them to the channel. With its fan cam feature, O2 will then offer to edit these clips, placing the high quality audio track over the footage, giving fans a better quality experience when reliving their favourite gigs.

Other features of O2 Academy TV will include;

Exclusive backstage chat and interviews with artists performing at O2 Academy venues. Recent interviews include Jason Derulo, Thin Lizzy, KT Tunstall, Europe, and Example, who provided access to the making of his latest music video, Wretch 32

Shoutout booths – branded video booths at the venues which fans can use to record messages to artists and feedback on the gigs

Live streams ‘ selected O2 Academy gigs will be broadcast live through the channel

Bespoke content from gigs and tours throughout O2 Academy venues, such as video diaries and exclusive behind-the-scenes footage

O2 Academy TV is the result of close consultation with the music industry and has been designed with both artists and music fans in mind. Not only is it a great promotional tool to help artists create a buzz around their live shows, by giving them control over the content, it also gives them a unique opportunity to engage with their fans.

Jasmine Skee, O2’s Head of Music Sponsorship, said: ‘O2 Academy TV celebrates the raw aspect of live music in our venues, giving fans a unique opportunity to get closer to the artists they love, and giving artists a creative platform to promote their shows.

It’s been a year in the making, working closely with YouTube, labels, promoters, managers and artists themselves, and we’re confident that the final product will help extend the overall gig experience and take our partnership with live music to the next level.

From the big names playing Brixton to newer talent in our smaller venues, we hope to work with all levels of artists and give something really different, engaging and interactive back to music fans.’

Bruce Daisley, Director of YouTube and Display, said: “We love this fresh new use of a YouTube brand channel – O2 are going to be able to build sustained engagement long after an event. It’s a real breakthrough in how brands can use video in new and exciting ways.”

Ted May, manager of The Streets, said: “O2 Academy TV is a vital addition to a band’s promotional campaign as a direct resource for connecting to fans.

By enabling you to reach a demographic of concert goers outside of your own fan base, it can be a very effective form of promotion.

Social media is all about engaging with your fans and what better way to do this than via their local venues own network”

O2 Academy TV was developed by O2 with support from Pd3 and AIS. It will be promoted through all O2 and Academy Music Group (AMG) communications with a media campaign using search and video display advertising.


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