The ARIA Awards, hosted annually by the Australian Recording Industry Association (ARIA), is a prestigious event celebrating excellence in Australian music.
Taking place each November during “AusMusic Month,” the awards serve as a reflection of the year’s best Australian talent, allowing ARIA to reach beyond the industry and connect with a wider audience. From passionate core fans and industry professionals to casual listeners and the broader public, this moment provides an incredible opportunity to shine a spotlight on Australian musical artists, both nationally and internationally.
For the 2024 event, ARIA sought to enhance its digital presence by streamlining content creation and distribution using Grabyo Studio, and successfully engaged audiences, addressed logistical challenges, and maximized the global reach of this major Australian music moment.
The challenge
Before implementing Grabyo, ARIA’s marketing social media team faced several hurdles. The traditional workflows relied on content being downloaded from the OB truck, which took time. It also added a layer of complexity and stress the production team could do without, given their priority was to produce and broadcast the live show.
With no access to create and share real-time outputs, this limited opportunities for audience engagement. The social media team also needed to find a way to obtain sign-off on content from artist’s music labels and brands as quickly as possible, so needed an efficient way to deliver clips to these groups.
The solution
The ARIA Awards team ingested the red carpet and main show broadcast feeds in RTMP format from the OB truck into Grabyo Studio, our live clipping, editing and publishing platform.
The team live-clipped key red carpet moments and published directly via Grabyo to Awards presenting partner YouTube. The clips were created in vertical and horizontal formats for relevant platforms, overlaid with branded assets and graphics to drive viewers to the live broadcast, all in one seamless real-time workflow.
The platform also enabled the team to streamline the approval process for the artist’s music labels and brands. Live performances and acceptance speeches were live-clipped, packaged up with an overlay and end boards, and uploaded as private YouTube links all in real time.
This allowed music labels to quickly review and approve content, enabling the ARIA team to unlist and expedite publishing on YouTube for national and global audiences as quickly as possible.
As the team was limited in how much show footage they could use, they also used Grabyo markers to mark up key moments in the broadcast show for potential use in highlight reels, together with footage from on-the-ground videographers.
The Results
Streamlined operations
Grabyo transformed ARIA’s production workflow by eliminating delays caused by traditional methods, such as waiting for hard drives from OB trucks. The browser-based platform offered an intuitive user experience, empowering the team to handle clipping, overlaying, and publishing and approval tasks seamlessly.
Collaborative workflow
Grabyo allowed multiple users to work on the same file simultaneously, which provided ARIA with an optimized team workflow, particularly when marking and coordinating key clips in real time.
Enhanced real-time engagement
The ability to distribute winners’ announcements, red carpet highlights, and performance clips in real-time significantly increased audience interaction. ARIA used this content to encourage live broadcast viewership.
Successful campaign performance
While isolating specific KPIs attributed solely to Grabyo was challenging, ARIA’s 2024 campaign exceeded overall benchmarks for engagement. Social media content, including live clips and videographer footage, garnered impressive reach across platforms, driving greater awareness of the awards and Australian music.
Additional benefits
Grabyo offered ancillary benefits beyond content creation. Its real-time monitoring capabilities helped the ARIA team detect a broadcast audio issue during the red carpet segment, allowing them to address audience concerns swiftly.
For more information how Grabyo can support your social media strategy with live streaming and real-time highlights, get in touch.
