The executive manufacturers behind one of the most-streamed events in history break down the state of live entertainment.
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5 min read.
By now you have likely seen the viral minute when NBA legend Shaquille O’Neal did what he does finest while playing a game of HORSE versus three-time Super Bowl Champion Rob Gronkowski: He ripped the damn rim off the backboard. Game over.
It was all part of the livestream occasion Shaq’s Enjoyable Home vs Gronk Beach, which included the larger-than-life characters squaring off in a series of silly difficulties, with looks by DaBaby, Snoop Dogg, Steve Aoki, Diplo and more.
The event, which raised cash for the NAACP and the Boys & Girls Clubs of America and provided 1.25 M meals to Feeding America, was produced by Medium Uncommon, a live events and brand name activation company.
Entrepreneur consulted with Medium Rare’s co-founders, Joe Silberzweig and Adam Richman, about what it requires to pull off an event like this, and what they see in the future for the live occasions industry. Here are some of the highlights of that conversation.
Life in the live events business
Adam Richman: It hasn’t been talked about much, and there aren’t any bills from Congress actually targeted at assisting concert promoters or individuals in the live entertainment market. We understand a great deal of our coworkers and pals who are truly injuring. It’s really been tough for them to do anything throughout this time, and that’s sort of where we stood a few months earlier. We were sitting there saying, “What are we going to do?” And that’s when the lightbulb went off. “Let’s go virtual!” It worked so great with Gronk and Shaq’s 2 special brand names. We do not know precisely what the future will bring in terms of in-person or hybrid events, but everything we’re planning for November and December will be 100 percent virtual.
Virtual occasions can be more than a glorified Zoom call
Joe Silberzweig: There have been hundreds of live streams events given that the pandemic hit, however most of them are Zoom calls or Instagram Lives with lovely janky quality. We actually saw the chance to do something bigger, more refined, more produced, which’s where we see the future of streaming going.
AR: We truly took the effort of promoting and marketing and this like it was among our in-person occasions. We didn’t just publish a link and say, “Hey, we’re going live tomorrow at 10: 00 PM. Make certain you inspect us out on Instagram or Twitter or whatever.” We truly did a full-on campaign. We had a national interview, did a full-on social project, email blast– really treated it like we would any of our big events. And we think that enabled us to shine through. It provided consumers the self-confidence that this wasn’t going to simply be another fundamental live stream.
JS: The music skill we worked with are utilized to carrying out in an arena with a million dollars of production behind them. You can’t simply say, “Hey, can you rap in front of your living room sofa?” So this challenged us to figure out ways to make it appear like a music video, not just something streaming off someone’s phone. We understood we needed to the greatest production values possible while keeping personnel and skill safe.
AR: And for huge live occasions, an obstacle can be making certain artists are at the venue and ready to go on time. It was a little shocking that for a virtual event, it is sort of the very same thing! You understand, where we FaceTimed a couple of the artists to bring them onto the screen, and they pick up and they are in their car driving. Some things never ever change!
Staying calm in the storm
JS: During the video game of HORSE in between Shaq and Gronk, we had a tech problem. Adam and I were freaking out. I believe 5 million individuals watching at that time and it was all pretty nuts. Our group worked through the concern and got it working and immediately at that minute, Shaq ripped off the rim. Which was actually the greatest, most viral minute of the whole livestream. Now, I state we were going crazy, however that was on the within. On the outside, you require to stay calm and collected and lead your group through troubles like that.
Related: Gronk Enters The CBD Service
The practicality of virtual occasions
AR: We consider ourselves rather lucky that we have actually had the ability to rapidly make this pivot to streaming. We did lose hundreds and hundreds of live events due to the pandemic, but it is motivating to see the number of artists and characters are accepting the possibilities. And it’s really great to see sponsors playing in the area also and transitioning and thinking in this model.