OneBeat Pioneers Electronic Dance Music Arrives on TV
OneBeat, the eminent leader in Electronic Dance Music (EDM) culture, marketing and entertainment, teamed up today with Microsoft to showcase an exclusive, first-of-its-kind experience for the Microsoft NewFronts at Marquee Nightclub in New York City. To the backdrop of performances from top industry talent, OneBeat unveiled an immersive EDM experience for advertisers featuring a first look at their original content and series programming and a preview of the OneBeat App - an exclusive EDM portal for Xbox Live (launching this May).
Focused on delivering an authentic and immersive experience to the millennial audience, OneBeat's original programming heralds a new era for storytelling around the rich Electronic Dance Music culture, offering new opportunities for brand partners to engage and reach this influential demographic. Championing the multi billion-dollar Electronic Dance Music phenomenon, OneBeat has created over 20 original shows that celebrate the lifestyle and culture of the global electronic dance music scene. Exclusive OneBeat programming and entertainment includes artist and talent discovery, behind the scenes interviews with industry pioneers and fans, character based scripted series and never seen before EDM inspired animation.
"What makes great content is great story telling and rich characters. There is no other place right now with such a target rich environment for characters and stories as EDM. From the djs to the fans, the promoters and the go-go dancers, travel and music, it's a content makers dream," said Joe Kanellitsas, Chief Creative Officer at OneBeat.
In addition to featuring the most authentic content and Electronic Music centric programming, the May 2013 launch of the OneBeat app will offer live streaming performances direct to EDM fans through the Xbox Live platform. Other features include up to the minute calendaring of events and ticket sales; and the app will be one of the first Xbox Live apps to enable social sharing through Facebook.
"OneBeat is one of the world's only EDM-centric entertainment studios, with deep industry partnerships and the most authentic content, differentiated from others by its rich character-based storytelling and unprecedented activity," said Ross Honey, General Manager of Xbox Live Advertising at Microsoft. "Our mission has been to make the entertainment people, love more amazing on Xbox. Teaming with OneBeat allows us to further that with a one stop EDM destination for fans to celebrate and explore their passions on Xbox."
"EDM is the fastest growing category of music with marketing opportunities virtually untapped in contrast to the size of the market," said Mikhail Lapushner, Founder and CEO of OneBeat. "The partnership with Microsoft provides both EDM fans and brands the most authentic place to connect and experience content that's never been seen before - it's a game changer for the industry."
The Microsoft New Fronts event included an immersive EDM experience for marketers, produced by OneBeat Labs. Performers included Lucent Dossier, an avant-garde and interactive cirque style electronic rock troupe, featuring a high-flying mix of music, aerial arts, dance and stunts.