O2 launches branded live music Youtube channel

O2: launches O2 Academy TV on YouTube
O2: launches O2 Academy TV on YouTube

O2 has launched a YouTube channel, O2 Academy TV, to focus on live music hosted at its various branded venues.

The free-to-access channel will host gig highlights, band interviews and backstage features to a wider audience.

O2 sponsors venues in London, Glasgow and Manchester, among other cities.

Marketing activity to support the launch includes search and video ads through Google and YouTube, and a dedicated Facebook page.

O2 is also encouraging fans to record and upload content from concerts, and will host new films made from the films taken by fans at gigs, to create new content that is overlaid with high-quality audio from the concert.

Jasmine Skee, head of music sponsorship for O2, said the channel was a massive area of growth, and would bring music fans close to the O2 brand.

She said: "This is on the back of a five-year deal with Academy's venues to create up to 15 O2-branded venues."

Skee said the concept was to engage with gig-goers online before, during and after the event, but also to extend the experience to those at home, including streamed performances.

O2 has already filmed backstage interviews with Jason Derulo, Thin Lizzy, KT Tunstall, Europe, and Example, and further content will include video diaries.

Venues will also have "shoutout booths" installed, which fans can use to record messages to artists and give feedback on gigs.

Skee said: "O2 Academy TV celebrates the raw aspect of live music in our venues, giving fans a unique opportunity to get closer to the artists they love, and giving artists a creative platform to promote their shows."

O2 revamped its ad strategy earlier this year to feature a Narnia-inspired fantasy world, with the strapline "We are always thinking about you".

Orange and O2 will launch mobile payments systems later this year.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage