2019 ARIA AWARDS TUNE-UP SOCIAL CONTENT STRATEGY
ARIA delivered near-live video clips to social media throughout Australia’s biggest music awards evening
For 2019, the ARIA awards enhanced its digital video production to maximize the reach of the night across social media. The Australian Recording Industry Association (ARIA) Awards, which has been running since 1987, is a flagship 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 clipped, edited and distributed near-live video and highlight clips and social videos to its YouTube channel. The most popular clip was Dua Lipa’s performance of ‘Don’t Start Now’ at the ceremony, achieving over 500,000 views.
Using YouTube allowed ARIA to engage with a wider audience, the demographic of YouTube users is mostly under 35. The online streaming platform supported the broadcast by reaching the alternative audience as well as providing a channel for fans to feel involved with the broadcast. Allowing viewers to comment on the YouTube broadcast drives discussion and high engagement.
Using Grabyo, 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 highlighted Pepsi’s product.
ARIA was able to engage a host of celebrities with the Pepsi brand and create content that was highly targeted and engaging. Aligning the Pepsi brand with fans of Australia’s music industry. The 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