This means it’s a communal, simultaneous moment, and fans can discuss the release together while it’s being revealed. This mechanism keeps all listening fans in sync, ensuring the stream is at the appropriate point when a user arrives. In the beta version, the client hosts the audio files – and the stream itself is powered by the technology Martin created for the Future Islands campaign. The audio component is the biggest point of friction for a platform like Listening Party. Some other customisation is possible: besides the release artwork, a main page colour can be chosen, plus an image or short looping video can be uploaded – Martin describes it as, “the Spotify Canvas area of Listening Party.” ![]() To get a feeling for how active the listening party is, there’s a real-time ticker showing how many people are currently listening. Other useful features include promotional links under the stream that link to whatever else is important in the campaign: Pre-saving, buying the album on the official store, YouTube videos, tickets, newsletter signups, and so on. (Fans’ messages on the platform won’t be posted as Tweets.) Martin says he chose Twitter as it’s easy to access and is a network often used to discuss real-time events. The artist’s Twitter account is highlighted so that it is clear in the chat when the artist is joining in. At the moment, the chat room is enabled by a Twitter login, to identify participating fans. The chat delivers a social component right next to the album stream, a feature that we know well from YouTube livestreams. ( You can view a demo version of the platform here.) However, his Listening Party web platform – which has been in beta since the beginning of the year – aims to make this kind of activation more accessible.Īt the core of the platform are the three components Martin sees as crucial for a good listening party: the audio stream, a chat, and promotional links. Martin previously worked at Silva Artist Management, SoundCloud and Songkick, and has developed custom music experiences or listening party solutions for many artists, including for the recent new version of REM’s “Monster”. This innovative campaign was the catalyst for Martin building his own platform, Listening Party, which lets artists and podcast creators throw listening parties for their fans. Lee Martin was the developer of what we crowned the ‘Best Listening Party’ in our Sandbox 2020 best music marketing campaigns report – for Future Islands’ album ‘As Long As You Are’.
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