#Rihannalive and why everything online needs to be an event
I just caught the end of Rihanna's album launch gig live online from Nokia.
It was quite amazing to watch a gig live with what, due to Twitter, seemed like millions of others live online.
As Jay-Z made a surprise appearance, it just emphasised how important it is that putting content online is made into an event. Doing something live is a way to keep it scarce and therefore valuable.
Someone tweeted, " hope the bootleggers recording this so i can watch it later too ". I'd say the music industry probably has a lot to look forward to with this format. It's scalable to any size of artist. And with the power of Twitter to spread content fast and bring vast audiences together, it works as marketing for big brands as well.
#rihannalive trended. Even #BrazilLovesRihanna seemed to be everywhere.
The gig was a mile from my house. And I could have got a ticket through work (Hyper does the Nokia Music social media work). But I caught it by accident after seeing a tweet.
The much discussed 'attention economy' is easily understood in this situation.Kudos to Nokia.
