What if we could create a new entertainment show that empowers viewers to become their own DJs, discovering artists and songs in the process?

The show was built to allow for production scale. Each episode has a base music video as its starting point, with other artists and songs as options to be mashed up. The different options are then assembled using a proprietary platform for the creation of seamless interactive video. This platform then encodes the video, audio, and graphic elements for optimal performance across a range of devices and internet speeds. Once compiled, the video can be embedded on any website. When viewers play the video, the HTML5 player automatically detects the device and internet speed, and delivers an optimal and seamless experience. Viewers do not need to install an app: the video and the interactivity play within the native browser, reaching fans globally.

In addition, we introduced a new and highly effective native ad format. Brands were quickly interested in partnering with Warner in order to reach the engaged viewers.

Within a week of its release, Clash-Up had hundreds of thousands of engagements around the globe. The results were astonishing: the series has an 88% engagement rate, which means that 88% of all viewers make active choices within the content, clashing up different artists. In addition, the video had a share rate five times higher that of a typical online music video. And finally, the combination of the highly engaged viewers against the native ad format led to effective CPMs over 10 times the rates of average online music videos.

Warner was able to both reach a whole new audience and introduce a new revenue model for its underused pool of content.