Master's thesis: Interactivity is the key to engaging viewers


​Erika Pursiainen, MBA student at Laurea University of Applied Sciences, studied what engages viewers with a live-streamed concert. According to the findings, viewers can be engaged on two levels: in a two-way, interactive relationship with both other people involved in the concert and the technological solutions used in the production. Being one of the few human-centered studies on concert live streaming, the thesis provides valuable information for a field that has not yet been widely documented.

Creating engaging live-streamed concert experiences requires holistic, strategic planning from the production team. An engaging live-streamed concert experience can be considered as interplay between different people (online viewers, venue audience, musicians, host) and audiovisual aspects (visuals, lighting, audio) involved in a live music production.

The viewer wants to participate actively in the live-streamed concert to stay entertained. Interacting with other audience members online and at the venue as well as with the performers, including the host, and participating in different activities during the concert all create a sense of community and inclusion for the viewer. The possibility to choose camera angles, the position in the room, affect the lighting and hear the concert as if you were there create a live feel and an experience as close to the venue experience as possible.

Virtual reality and different interactive tools that encourage active participation are going to play a big part in engaging online audiences with live-streamed concerts in the future. If the viewer can also be offered something special, something that cannot be experienced through any other channel, engaging experiences can be created. Getting access to exclusive places and views during a live-streamed concert and hearing stories and details no one else gets to hear makes the viewer want to be a part of the experience.

This new data on concert live streaming can help content producers, both professional and amateur, to create memorable live-streamed concert experiences for their viewers. The thesis offers several concrete tools to harness interaction and participation in live-streamed concert productions to activate the viewers and hold their attention.

The thesis was a service design development project. The data was gathered during a co-creation session in Nashville, Tennessee, United States in spring 2015 in cooperation with The Nashville Loop, a live streaming startup, and Whiskey Jam, a singer-songwriters’ night. The session gathered together 15 fans of Whiskey Jam to innovate on an engaging live-streamed version of their favorite concert.

Erika Pursiainen's Master's thesis can be found here.

Further information:

Erika Pursiainen
Degree Programme in Service Innovation and Design, Laurea University of Applied Sciences
erika.pursiainen(at)icloud.com
Tel. +358 44 536 4463

 

 


Modified 3/9/2016 8:08 AM