2019 ARIA Awards tune-up social content strategy with Grabyo

2019 ARIA Awards tune-up social content strategy with Grabyo

ARIA delivered near-live video clips to social media throughout Australia's biggest music awards evening.

Ahead of the 2019 ARIA Awards,  we partnered with the Australian Recording Industry Association (ARIA) to enhance its digital video production and maximize the reach of its 2019 awards night across social media.

The ARIA Awards, which has been running since 1987, is a cornerstone date in the Australian music industry calendar. The awards recognize the best performers, engineers and producers across the country and abroad.

During the 2019 ceremony, ARIA used our cloud video platform to clip, edit and distribute near-live video and highlight clips and social videos to its YouTube channel.

The 2019 ARIA's most popular clip was Dua Lipa's performance of 'Don't Start Now' at the ceremony, achieving over 500,000 views.

Social media platforms such as YouTube have become established video channels and news portals. They rival cable TV and online streaming platforms for audiences under 35. The community-based features of social video drive discussion and high engagement around live events for those staying up-to-date on mobile or re-living the best moments as they watch live.

Our lightweight, browser-based production tools enabled ARIA to be first to market with social video content, ensuring its own channel was the go-to for updates and live clips of the awards.

Social video is also a highly potent marketing tool for brands when delivered around a live event. During the awards, ARIA was able to create a captivating social-first campaign for sponsors Pepsi, leveraging the popularity of Australia's biggest music stars to create engaging content that revolved around Pepsi's product.

A host of Australian music stars took the 'Pepsi Max Taste Challenge' on the red carpet, blind taste-test of Pepsi vs another cola product. This content is highly targeted and aligns the Pepsi brand with fans of Australia's music industry.

The Pepsi Max Taste Challenge videos also satisfy the growing demand for supplementary content around events. Adding context and insight for fans of events, this content often draws more views, and generates more engagement, than the main action.

"The 2019 ARIA Awards was another year of great performances and worthy winners. Grabyo made it possible for us to deliver our content to music fans immediately across our channels, to millions of music fans in Australia and around the world. We thank them for helping us deliver a great result, and in helping us celebrate all that's great about Australian music." – ARIA

ARIA used Grabyo Studio to clip, edit and distribute content to its social channels in real-time. Studio is accessed through a web browser, only requiring a laptop and internet connection to use. The platform's intuitive tools reduce the cost and complexity of digital video production and distribution to all major mobile, social and online video platforms.