You remember that massive internet brand, Yahoo. The one with the fun sonic logo. Well they’ve recently been working on getting better at what they do and working out what it is that they do. As part of this today they announced a partnership with Live Nation to create the Live Nation Channel on Yahoo Screen, bit of a mouthful but I guess you have to spell things out at the beginning and we can always shorten it to LNCYS.
Yahoo is making a play into proprietary content and since music is the most consumed content genre online it makes a lot of sense for them to make it a significant part of their new offering. Live Nation are of course the enormous live entertainment company that put on around 23,000 concerts last year and so they have access to a hell of a lot of content. So beginning this summer the LNCYS will stream a concert a day for a year and they will offer additional content including access to the Live Nation back catalogue.
Now the brand part. Live Nation and Yahoo are of course out selling the platform to brands and they also announced today that they have brought on board Kellogg as their launch partner. According to Jon Suarez-Davis, Kellogg vice president, Media and Digital Strategy, they “know consumers are passionate about food and music”. This is of course the standard issue line from any brand getting involved in music, simply remove the word “food” and replace with the appropriate product category, the key point is that people are passionate about music as proven by Live Nation selling over 60 million tickets last year. Consumers, as suggested by their name, want to consume and if Kellogg’s can help feed them more of what they love, they will get the brownie points. It’s an easy model that simply needs to be backed up by the right activation strategy and delivery of relevant content.
The idea of a new online channel is not really that spectacular these days but the partnership behind this one is what should be focused on. If Live Nation provide great and exclusive content then this could become a interesting alternative to You Tube and Vevo for brands wanting to get involved in music.
You can read the official version of events here.