Behind The Campaign :: The Smile

Behind The Campaign :: The Smile

Art rock band The Smile are made up of Tom Skinner (drummer in Sons Of Kemet) along with Thom Yorke and Jonny Greenwood (both from Radiohead). They announced their formation with a livestreamed gig at the Glastonbury site in May 2021 via Driift (with no audience due to Covid) and then played three shows on 29th and 30th January (at 8pm, 1am and 11am GMT), all performed in the round at Magazine in East London, also livestreamed via Driift. Ric Salmon (CEO and co-founder of Driift as well as director at ATC Management), Claire Mas (COO of Driift) and Brian Message (co-founder of Driift as well as partner at ATC Management) explain how the livestream was set up, why it became Driift’s first hybrid event with live audiences at each performance, how it was used to set up the band’s UK and European tours and why targeting different territories simultaneously changes the marketing dynamic.



Ric Salmon (CEO and co-founder of Driift as well as director at ATC Management), Claire Mas (COO of Driift) and Brian Message (co-founder of Driift as well as partner at ATC Management) talk in detail about The Smile's live-streamed events.

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