Music is an easy entry point for brands looking to build out a content marketing strategy and for Shell, a brand that has been active in sponsoring music content with LiveNation for years, it’s time to double down on music. Together LiveNation and Shell have launched a new digital-first channel on innnovation — Future Forward, which will air on LiveNation’s online streaming destination LiveNation TV.
The affiliation with Future Forward supports Shell’s most recent energy initiative #MakeTheFuture by spotlighting the innovators and innovations that are shaping the future of sustainability as well as the tech impacting the live music industry.
The partnership is one that has grown between the two brands over the last couple years, says Live Nation’s SVP of Digital Sales, Jeremy Levine, as Shell has supported LiveNation’s various live music activations and expansion into video.
And since the two companies teamed to launch Future Forward earlier this Fall, the channel has already showcased specials with Jennifer Hudson and Steve Aoki in the “Best Day of My Life” vignette, “Gravity Light Relay,” which will show Shell bringing light sources to families and communities across Kenya; and “Global Stars,” a format that brings celebrities together to shine a light on solar energy.
While the investment for Shell is sizeable, the production will fall heavily on LiveNation’s hands as the company further places resource behind its own studio business.
Going into 2017, LiveNation is prepared to make a big push into the digital video space. Earlier this year, the company acquired music MCN INDMUSIC to help build out it’s network and entertaiment business. It also announced LiveNation TV, a dedicated destination (primarily on lntv.com and YouTube) that would deliver programming in partnership with Vice, NextVR, and Hulu.
Since then, LiveNation has been a fixture at various video industry events, even grabbing a spot at Omnicom Media Group’s exclusive “Final Fronts” in September. With its footing in live events and production, creating video programming that supplements live music is a natural evolution for the business.