First In Line launches streaming platform - Online ticket sales company capitalises on virtual events
Published:Saturday | November 7, 2020 | 12:07 AMStephanie Lyew/Gleaner Writer
Live-streaming an event or performance might feel cumbersome in a culture that thrives on social interaction, but it is not wholly impossible, says Michael Campbell, co-founder of online ticket sales and event execution company, First In Line Entertainment Ltd.
“Given the success of virtual concerts, the public is engaged and ready to adjust to the new way of hosting events, until normalcy is resumed, where they can leave their homes and watch their favourite entertainer perform on stage,” Campbell said in a recent interview with The Gleaner.
He added, “Given the current landscape, organisers cannot afford to provide all events for free. Therefore, the need to monetise them has become principal so that there is some amount of revenue and patrons can still feel exclusive about buying and entering a private platform for entertainment.”
At a time when social distancing prevents gatherings in real time, the advances in digital communications have provided an opportunity for people to get together in virtual theatres, stage front and centre, in warehouses or parks, right from the comfort of their living rooms.
The pandemic served as the vehicle of change but, the success of Verzuz TV, created by producers Timbaland and Swizz Beatz, and Reggae Sumfest Live, he said, “fuelled our passion to complete the development of First Stream”.
Campbell described First Stream as an alternative platform, supporting live-streaming and video-on-demand content, which can transform a small set staged at a venue into a global phenomenon.
AUTHENTIC JAMAICAN
He said, “Maintaining the authenticity that speaks true to Jamaican lifestyle will be challenging because fans are unable to see close up or touch the elements that make for a satisfying live concert. But, thanks to technology, through the First Stream platform powered by our website, there is a feature that allows for interaction. Persons can still chat with their favourite entertainer, engage in conversation in the chat room, while watching a live-stream event.”
First In Line Entertainment accumulated an estimated JM$10 million in losses, including a commission from ticket sales and income from advertising, because of the coronavirus (COVID-19) pandemic.
“Our company was severely affected, from as early as February, before the first case of COVID-19 was confirmed. We were forced to refund millions of dollars for pre-sold ticket purchases for events, which were scheduled for the usually packed Easter, summer and Heroes Weekend calendar,” he said. “Consequently any commission we would have made was void and it damaged our forecast for months ahead. Given the big financial setback caused by the refunds, it forced quick action, and with more people working from home there was a need for a low-cost alternative where organisers could reach their audiences, this is what First Stream offers.”
Since the company did the pilot launch of the platform in July 2020, the means of monetising events has been fine-tuned and to date, has hosted gospel concerts for St Ann-based Dr Phil Entertainment, theatre productions for actress and producer Trudy Bell, as well as, four stand-up comedy specials of Dufton Shepherd’s ‘Slightly Unhinged’ series.
POTENTIAL COLLABS
“We are currently in talks with popular musicians and organisers of major events for potential collaborations and believe that the local entertainment and tourism industry should consider live-streaming options for the upcoming holiday season. We are witnessing another wave of the virus across the world, and there are still a lot of restrictions in regards to travel. In order for us to survive at the economic level, innovation becomes key, and there is greater opportunity to reach growing audiences on the global scale and still earn,” said Campbell.
There is competition from video content and low-budget mediums that are accessible anywhere with a smartphone, but the growing reputation for quality and reliability of live streaming not only concerts, live theatre, business conferences, training sessions, graduations, festivals and parties internationally has served as a boom for ticket sales and online marketing.
Organisers and patrons alike have been forced to utilise social media even more to promote and advertise their products, and many spend heavily on sponsored advertisements on Facebook, Instagram and Google.
“Right now, our target market is people who need entertainment in the convenience of their own homes and are willing to pay for it. We also encourage organisers to manipulate their spaces and spend to double up on all fronts, which will equate to more sales for the live-stream or video-on-demand production. With our healthy database of subscribers, relevancy is easily maintained using email broadcasts,” the marketing executive said.