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Business News Deals Digital Live Business Media
Vice and Live Nation to do live video thing, or something
By Andy Malt | Published on Thursday 13 November 2014
Live Nation and Vice have entered into a new joint venture to “launch a revolutionary new digital content platform delivering the voice of live music to millions of online and mobile audiences”. Whatever that means.
Basically, I think it’s going to be a video channel showing live music videos, amongst other content. I don’t know why they couldn’t just say that. Apparently it will “connect audiences with the same emotional experiences of a live show whenever they want”, which seems unlikely. But you can find out when it becomes available next year.
Says Vice CEO Shane Smith: “This partnership rethinks the live music experience, offering unprecedented access to the world’s biggest stars and emerging artists, and groundbreaking content that will be distributed across the holy trinity of mobile, online and TV. Today the content world is in upheaval, with new brands being created in real time, and mainstream media seeing its audience migrate in record numbers”.
He continues: “It’s this de-stratification of the status quo that we find so exciting because that, combined with the lack of any real quality music programming out there, equals one hell of an opportunity. We think that this partnership will give Vice and Live Nation the unique ability to totally re-imagine music content on a global scale, and if that doesn’t get your rocks off I don’t know what will!”
Not wanting to be outdone, Live Nation CEO Machael Rapino adds: “Shane and the Vice organisation have proven to be the voice of this generation. Together with Live Nation’s platform, we are positioned to become the voice of live music by developing an artist-centric, 24/7 global music destination that enables artists to bring their creative vision to life in a new and rich online and mobile music ecosystem”.
So that’s all very exciting. Apparently.
