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Edition: U.S. Article Comments (0) Save Email Print Reprints Most Popular Most Shared BP to nearly double siphoning in July-Coast Guard 11 Jun 2010 Sailor Abby Sunderland found safe in Indian Ocean 11 Jun 2010 Obama fights critics on spill response: report 11 Jun 2010 Rescue ship on way to stricken U.S. girl sailor 12:48am EDT Sorry Barack, I'm watching World Cup, says Biden 11 Jun 2010 Iceland passes gay marriage law in unanimous vote 11 Jun 2010 Obama, Cameron to discuss BP oil spill crisis | Video 1:05am EDT Warren Buffett lunch sells for $2.63 million on eBay 11 Jun 2010 At least 16 dead in Arkansas flood 12:46am EDT Report details suicide attempt by Larry King's wife 10 Jun 2010 Iceland passes gay marriage law in unanimous vote 11 Jun 2010 Warren Buffett lunch sells for $2.63 million on eBay 11 Jun 2010 Sailor Abby Sunderland found safe in Indian Ocean 11 Jun 2010 Chicago celebrates Blackhawks' Stanley Cup win 1:37am EDT Obama fights critics on spill response: report 11 Jun 2010 Online video sites embrace live concert streams 11 Jun 2010 Morgan Stanley, JPMorgan set to lead GM IPO: source 11 Jun 2010 U.S debt to rise to $19.6 trillion by 2015 08 Jun 2010 Sorry Barack, I'm watching World Cup, says Biden 11 Jun 2010 Venezuela's Chavez offers cure for kids' insomnia 11 Jun 2010 Interactive A look at the iPhone 4 Take a look at the newest features of Apple's iPhone 4. Full Article Online video sites embrace live concert streams Antony Bruno Fri Jun 11, 2010 11:11pm EDT Related News Hulu plans to charge, expand to devices-sources Tue, Jun 8 2010 TV, sponsors battle to recoup World Cup costs Wed, Jun 2 2010 Facebook boosts privacy controls amid criticism Wed, May 26 2010 UPDATE 3-Facebook boosts privacy controls amid criticism Wed, May 26 2010 Google tries where others failed: shaking up TV biz Tue, May 25 2010 DENVER (Billboard) - The visceral experience of attending a concert can never be fully replicated online. But live music is making its way to the Internet with increasing frequency, bringing with it new opportunities for fans, artists and rights-holders alike. Technology | Media Online outlets have begun dabbling in hosting live video streams of music concerts. YouTube has done so with U2, Alicia Keys and, most recently, with performances by the Dave Matthews Band, Norah Jones and other acts at this year's Bonnaroo festival. MTV has aired live performances by such acts as the Gorillaz, Honor Society and Just Kait. Vevo, which featured a live stream in May of a concert by the National, just completed a live webcast of the FIFA World Cup Kick-Off Celebration Concert on Thursday (June 10) in South Africa. And live video sites like Ustream, Justin.tv, Livestream and Big Live have formed to make a real business out of hosting live streams. At first glance, it seems like a counterintuitive effort. The Internet, after all, is a bastion of on-demand access to entertainment content, challenging the appointment-based nature of traditional TV viewing. So why bring that same appointment-based model to an on-demand format like the Web? According to Vevo CEO Rio Caraeff, the answer is simple: money. Vevo's model is built around creating scarcity and selling advertising against that. The first step was to create one point of access for any music videos on the Web, allowing Vevo to be the sole entity selling ads around them. Live events are even more scarce, which Caraeff says opens the door to different types of advertising opportunities, like movie trailer premieres. These ads cost more than other Vevo ads because the sponsor is able to place advertising in the promotional run-up to the event, around the live event itself and on the archived footage made available to stream after the event. There's already huge demand from consumer brands keen on reaching the online video audience. 'INCREDIBLE DEMAND' FROM ADVERTISERS "A lot of the sponsors we're working with today are asking us for more live events," Caraeff says. "Did I think we would be doing this live event strategy so soon? Not exactly. I thought we'd be getting into this at the end of our first year, not in the first one or two quarters of our business. So it's something we've moved up in our road map because we see incredible demand from the advertising marketplace for more events." Augmenting this scarcity benefit is the issue of audience engagement. Streaming music is by and large a passive activity, which is why video has emerged as the go-to model for ad-supported music online. Watching a video provides more opportunities for interacting with an audience than an audio stream. Live-streaming services like Ustream and the just-launched Big Live are adding interactive features like chat and sharing to their sites. Big Live is a social networking site that streams live music performances, mostly by undiscovered acts, as a sort of icebreaker to stimulate discussion. Once logged on, users can see what concerts their friends are watching and choose to join the stream, enabling both private and public chats along the way that the founders hope will keep users watching the entire set. Ustream integrates Twitter feeds and Facebook updates on its site for much the same purpose. An engaged viewer is a valuable viewer, and savvy online services can sell ads around these users, generating revenue that it shares with the artists involved. Ustream shares all ad revenue with artists 50/50. Vevo also provides participating artists with a share of the sponsorship dollars above and beyond the simple per-stream royalties. The downside, however, is cost. It's far more expensive to stream a live video to 10,000 simultaneous viewers than it is to stream an archived video to 100,000 viewers accessing it at different times. These costs can vary widely based on how each service manages its bandwidth costs, the quality of the stream provided, server maintenance and other factors. Ultimately, the success of this effort depends on the number of eyeballs it attracts. Vevo won't disclose how many viewers its live events have garnered, but YouTube estimated that more than 10 million tuned in to its U2 concert last year. When Shakira premiered her video "Give It Up to Me" on Ustream last November, the company says it drew about 94,000 viewers. Technology Media Add a Comment *We welcome comments that advance the story directly or with relevant tangential information. We try to block comments that use offensive language or appear to be spam and review comments frequently to ensure they meet our standards. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. © Copyright 2010 Thomson Reuters Editorial Editions: Africa Arabic Argentina Brazil Canada China France Germany India Italy Japan Latin America Mexico Russia Spain United Kingdom United States Reuters Contact Us Advertise With Us Help Journalism Handbook Archive Site Index Video Index Reader Feedback Analyst Research Mobile Newsletters RSS Podcasts Widgets Your View Labs Thomson Reuters Copyright Disclaimer Privacy Professional Products Professional Products Support Financial Products About Thomson Reuters Careers Online Products Acquisitions Monthly Buyouts Venture Capital Journal International Financing Review Project Finance International PEhub.com PE Week FindLaw Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. Thomson Reuters journalists are subject to an Editorial Handbook which requires fair presentation and disclosure of relevant interests. NYSE and AMEX quotes delayed by at least 20 minutes. Nasdaq delayed by at least 15 minutes. For a complete list of exchanges and delays, please click here.

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