Marketing

W&W’s virtual concert was watched by more than 1m fans


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Forget kitchen decks or wheels of steel in the living room. Dutch DJ duo W&W broadcast a livestream on Saturday (23 May) from a purpose-built virtual world – an animated stadium backdrop. The pair teamed up with Dutch events company Alda to create the set, with partners including Chinese sports brand Li-Ning, Twitch and DJ Mag. The event raised money for charity Unicef, and was broadcast both on Twitch and on Facebook. The production values certainly stood out, as did the branding opportunities for the partners – this isn’t snark: brands might be important ways for artists to fund more creatively-ambitious livestreams. According to Alda, the concert was streamed to more than 900,000 fans on Facebook and more than 150,000 on Twitch – “where it was also trending as a Top 3 stream” (no mean feat, given the respective popularity of music and games on that platform).

Stuart Dredge

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