on the scene productions: artist direct music awards

background: Established in 1994, ArtistDirect broke new ground as a network of Web sites offering multi-media content, music news and information, communities organized around shared music interests, music-related specialty commerce and digital music services. In 1999, the music network held their first annual online music awards event at Los Angeles’ House of Blues featuring some of the industry’s hottest musicians: Gwen Stefani (No Doubt), Kirk Hammett (Metallica), Dave Navarro (Jane’s Addiction), and Chris Issak, to name a few.

situation: New to the scene, ArtistDirect wanted to create a strong visual impact of the event, while raising awareness of the ArtistDirect brand as a service for consumers.

strategy: A video highlights package featuring performance footage, artist interviews and sound bites was produced for distribution via a satellite feed to both national and Top 30 markets, giving entertainment producers the ability to build their own stories almost instantly, both on television and streamed online.

results:Exceeding client expectations, over 1 million broadcast viewers were reached. Streaming media placement was also secured on Fastv.com, Rollingstone.com and Music.com, a technology that was relatively a new concept in the media world at that time.