Hugh McIntyre, Contributor
Opinions expressed by Forbes Contributors are their own.
VH1’s “You Oughta Know” concert is returning for a second year, and this time around the music and pop culture giant is looking to get those at the show even more involved.
This year, concert-goers will have the opportunity to submit their own videos and photos—all taken at the show—to be seen by all those watching. Each and every fan in the audience will be able to enter their own clips, and select ones will be shown on live television and on all VH1 digital properties. Not only will attendees get the thrill of knowing that something they created was shared with millions around the world (which is essentially what we’re all doing on social media anyways), but these shots will show everyone watching on TV or online what it feels like to actually be at the show.
In addition, the host and various VH1 personalities will also be utilizing the platform to give behind-the-scenes views of the shows, including an up-close-and-personal look at each artist on the bill.
While submitting content from an event and sharing on social, or even photos from an audience’s perspective, isn’t anything new, this is one of the first times that video has been integrated into the set of a live show in such a way. To make this possible, VH1 is partnering with Boston-based business Burst, which focuses on technology and platforms that help “content creators unlock the power of mobile video”, according to the company. Prior to the upcoming “You Oughta Know” show, the complexities of content collection, management, integration and distribution have all prevented a smooth experience in sharing video, which VH1 expects to have tomorrow night.
Lee Rolontz, EVP Original Music Production, VH1 said that the “platform helps provide a concert-goer’s perspective of the program…creating another level of content that reflects the night’s amazing musical performances.”
Hosted by Nicole Richie, the “You Oughta Know” show promises to be one of the best experiences connected with the longstanding brand yet. This year, eleven artists will perform short sets, with a source at VH1 saying that special, one-of-a-kind collaborations are in the works. The show will feature the talents of A Great Big World,Aloe Blacc, American Authors, Bleachers, CHVRCHES, Echosmith, KONGOS, Mary Lambert, Tove Lo, Vance Joy and Sam Smith, all of whom have seen their careers explode, with some—Sam Smith in particular—going from unknown to household name in less than a year.
The “You Oughta Know” brand is one of the most respected in the business when it comes to breaking new talent, and being named by them as what’s next can be an enormous boost to a burgeoning artist’s career. Since launching in 2005, the brand has aired countless television specials, promos, and even launched tours. While not every artist that takes part in the program reaches the same level of success, some of those that “made it big”—Adele, Mumford and Sons, Ed Sheeran and Lorde, to name just a few—have become some of the most recognizable talent on the planet.
This year’s “You Oughta Know” show will take place at the Hammerstein Ballroom in New York City tomorrow (November 13th), starting at 9:00 PM EST. Viewers can watch on VH1, stream online here, or watch it in the VH1 mobile app. Studies have shown that livestreaming a live music event, such as a music festival or big concert, for those who can’t make it will encourage ticket sales the next time around. So, if VH1 can properly show how much fun it is to see these incredible acts live (and to share your personal view of the show), they may have to add extra dates the next time around to accommodate all those wanting to attend.