Grammy Awards Plan Online Video Blitz
Music fans who can't get enough of the annual Grammy Awards will be pleased to hear that, for the second year, they'll be treated to three days of online video coverage prior to the ceremony.
Starting on Friday, February 11, The Recording Academy, the organization behind the awards, will offer a real-time broadcast of events leading up to the awards. Streamed events will include the Social Media Rock Star Summit, the MusiCares Person of the Year Tribute for Barbra Streisand, and the pre-Grammy Gala that will honor David Geffen. Starting with the Grammy Awards red carpet arrivals, online video will offer backstage interviews.
To pull this off, The Recording Academy is partnering with some big names in online video. AEG Digital Media will live stream all the events; its Tremelo Player will offer viewers multiple camera angle viewing options. Akamai will handle distribution for live and on-demand video. LiveU's mobile backpacks will be used to capture and stream footage.
Viewers will be able to find the video on the Grammy site as well as on YouTube.
"Grammy Live has evolved into a truly engaging online experience that takes users beyond the Sunday telecast and behind the velvet rope," says Peter Anton, The Recording Academy's vice president of digital media. "We are thrilled to provide an online-only experience enabling fans to interact with their favorite Grammy moments, artists, events, and more for three very exciting days."
It takes a year to plan the 9-hour live coverage for the Grammy Awards, which this year served 7 million view sessions. Here's how Akamai, All Mobile Video Digital Media, and a team of over 100 people put it together.
Customers can now show up to nine camera angles from live events, with unique ads tied to each stream.
Rackspace announced last week that it is partnering with Akamai, and reports suggested it is phasing out its relationship with Limelight. That makes little sense, unless there's more behind-the-scenes deal-making going on here than meets the eye.
This year, the non-broadcast Grammy awards come out of the shadows and sound pretty darn good, thanks in part to Move Networks and iStreamPlanet.
Sun., Feb. 8, by Dan Daley
With a mix of rehearsal and backstage footage, the 47th Annual Grammy Awards hope to top last year’s record of more than one million viewers of its “awards week” streaming content.
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