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Tapping the power of Google to bring music fans closer



Paul Oakenfold was playing the closing party of the Asia Pacific International Music Summit to a room of some of the biggest names in electronic music. Google approached us to turn the experience into something extraordinary – using the opportunity to drive people to their platforms, create ongoing conversations with fans, and prove that they understand the industry.

The big challenge was that the summit was an existing event with a superstar DJ. So, how could we use Google’s platforms to enhance the experience (not only fulfilling their objectives but also making it the party of the year) without making it a ‘Google’ event?

We developed the idea of ‘closer.’ An experiment in live performance that would seamlessly translate the connective power of Google’s platforms into the live environment to create an unforgettable experience.

Using state of the art technology integrated with Google products, we removed the barrier between audience and artist. Bioreactive wristbands connected to fan’s social networks used motion and emotional data to transform the space and music in real-time, connecting people to each other and to the music in ways like never before. This formed the bridge between the live and digital worlds, allowing us to use the unique powers of Google Hangouts and YouTube in harmony to make an ephemeral moment last far beyond the performance itself.

"I had such a great time working on this groundbreaking experience with Google and Attica. I was able to bring my live performance to another level and connected music to the audience like never before."
– Paul Oakenfold

The entire experience was supported by a strong pre- and post-event digital engagement strategy – connecting over 3 million people to the experience, to each other, and to Google.

Genres: Music performance

Categories: Consumer Electronics

Jack Morton UK, 6 years ago