‘The Warner Sound Captured by Nikon’ was held at SXSW (during both the Music and Interactive portions of the conference) in Austin, TX, “the biggest and most anticipated convergence of all things music and technology” as it describes itself. SXSW Music showcases roughly 2,000 musical acts from around the globe, representing well over 50 different countries, on over 90 stages in downtown Austin. SXSW Interactive showcases emerging technologies, new websites, video games and start-up ideas. Attendees include labels, agents, managers, manufacturers, publishers, writers, bloggers, media, technologists, starts-ups, developers, and fans.Because our event was officially sanctioned by SXSW, it was required by the organisation that our artists only played 1 official SXSW evening show per day (ie. when Gary Clark Jr. played our Wednesday night show he was not allowed to perform at any other official SXSW showcase that night).

There are currently 18 performances from the event on The Warner Sound YouTube page (www.youtube.com/thewarnersound). These performances were required to be—and have been—cleared on both the master and publishing sides in order to legally stream on our channel.

•Performances from megastars fun., T.I., B.o.B., and Dr. John, among many others•Announcements/videos shared via WMG’s, performing artists’, Talenthouse’s and Nikon’s social media profiles •Flyers blanketed Austin• 8 X 10 banners hung at major hub, 6th street/Red River•2-week, full-page ads ran in Austin Chronicle and Austin American Statesman•Ticket giveaways with local radio stations, blogs and promoters•High-profile publicity in, New York Times, LA Times, USA Today, Billboard, Rolling Stone, others•Ice cream vendor Coolhaus created flavours for WMG performing artists (Santigold and Strawberry, Gary Clark Jr’s Irish Breakfast, B.o.B’s Strange Clouds). Artists sent tweets daily encouraging retweets and attendance.

The combination of a leading brand name, WMG’s world-renowned artists, and world-class production, marketing, and social media teams, made the event a huge success for all parties involved.

Through social media alone, the event garnered nearly 64m impression, with more than 26,00 Facebook RSVPs and 265,455 email list subscriber sign-ups. The YouTube live-stream brought the entire concert experience to an engaged audience of users worldwide, garnering 41,203 views over the 3 nights, reaching a peak of 1748 concurrent viewers, and a peak average viewing duration of nearly 18 minutes. The entire promotion resulted in buzz spanning over a month long, resulting in social media impressions of more than 40 and 23m on Facebook and Twitter, respectively.The physical event consistently reached capacity early on: more than 7,500 fans over 3 nights and more than 2,000 fans during the 2 days experienced the performances and Nikon activations. Post-event content lives on through YouTube performance videos, which have amassed over 200,000 collective views in the initial 2 weeks since the festival ended.

The attached document captures the press’ critical acclaim of event (which accounted for more than 189m impressions), as well as more detailed statistics.