#001: Bicep flex their marketing muscle – Part 3

Bicep Live is the most anticipated ticket of 2021.

After the marketing strategy of Isles, Bicep followed this up with an audio-visual experience streamed live to the world on Friday 26th February.

The third part of this edition of The Blueprint breaks down how Bicep successfully brought the rave to fans living rooms by performing their second album live for the very first time.

If you’re new here, you might want to read Part 1 and Part 2 before you continue to scroll down. Remember the blueprint to success is right in front of you, you just have to look in the right places.


“BICEP LIVE”

Let’s make one thing clear, Bicep Live was a pre-recorded stream with such high production levels it should be considered a film.

Bicep thanked the full crew behind the production in a social media post tagging 18 people, alongside their management This Is Music, Ninja Tune and ticket platform Dice.

This one stream could have had around 30 to 40 people working on it. When you consider most artists only use one camera to stream, this is one hell of an effort to create the best experience possible.


Fan Involvement

The Home Setup

Throughout the whole campaign, Bicep has involved their fans every step of the way. In another social media post, Bicep advised ravers at home to create the best setup possible.

“BIG SCREENS AND GOOD SPEAKERS ARE RECOMMENDED.”

When you go all this effort, it is clear that you are hoping to create a special experience for your viewers.

User-Generated Content (UGC)

In another notable moment, their advice for fans was to share their home setups for the stream on their Instagram Stories. Here is another example of Bicep encouraging user-generated content from their audience in this campaign.


Bicep Live | sociallysounddj.com

The Stream

The Setup

The stream itself was around two and a half hours long. It started with an hour warm-up from Feel My Bicep label signee, Hammer. With his latest album set to drop, Hammer’s set consisted entirely of his own original productions. What an opportunity to market your music to an engaged audience of similar interests.

When his set finished, the stream cut and began to transport us to another space within the Saatchi Gallery.

Neon lettering filed the screen spelling out BICEP LIVE. The galleries white walls provided the perfect blank canvas. Flashes of glitched out, vintage typography and corrupted VHS style mayhem filled the screen throughout as ‘Lido‘ kicks in.

The Audio Visual Experience

One of my favourite tracks off the album is ‘X‘. Green, blue and pink rectangular strobes flashed across the screen while multiple different camera angles saw Andy and Matt performing the track live in the background. Never has knob-twiddling looked so artistic.

The footage of ‘X’ is now on Bicep’s YouTube as the official video for this track. This allows fans to continue the conversation about the stream on the internets biggest video search platform. It also shows fans who didn’t purchase the stream a six-minute clip of what they missed.

During ‘Atlas’, the animated monumental sculptures from the Isles album artwork twisted across the screen. Throughout fan favourites, ‘Saku’ and ‘Sundial’, the duo of Matt and Andy split across the screen. Shapes were shifting all in directions, with a wave of colours and kaleidoscopic visuals. 

Creating a big moment

To create a big moment, Bicep added an encore. The screen went dark as the iconic chords and vocal stabs of ‘Glue’ came in. 

In a live environment, this would be the highlight of the night. In interviews, Matt and Andy have talked about reworking Glue for BICEP LIVE performances. This live edit added an emotional touch to a virtual rave.

Glue led into the epic soundscapes of ‘Apricots’ before closing the stream with ‘Aura’. The final closing sequence was the goosebumps moment that everybody was waiting for. 


The Marketing

Creating a live stream experience is a perfect way to breakdown a long-form video into short-form content.

The Countdown

The key part of the whole Bicep Live marketing strategy was the countdown. Virtual ticketed events get the most sales in the last few days of the campaign. Ten days before the stream, both Bicep and Ninja Tune counted down the days by breaking down the key moments of the stream into bite-size content.

On Twitter, videos were shared in a landscape format as you would see on the stream and on YouTube. On Instagram, the assets were repurposed to 15-second clips to fit the most engaging mediums of the app – Reels and Stories.


Bicep Live – The Results

A ticketed live experience is the perfect ‘Build Once, Sell Twice’ online product. With a ticketed event, you are limited by capacity. Virtual live events have no capacity limits.

Now, I don’t know the results of this stream yet. It’s most likely we never will. Let’s say Bicep and Ninja Tune sold 100,000 tickets for this event at £14 each.

That’s £1.4 million to split across the board.

Let’s they sold double that or maybe even triple that.

👀

In one final push, Bicep and Ninja Tune also announced you will be able to rewatch the stream this weekend if you purchased it. New customers can also purchase the stream if they missed out the first time.

This whole campaign is the blueprint to follow in the future. This is how to market an album and monetise it with a live event both online and off. Pandemic or not.

I’ll see you next week for something more chilled.

Andrew at Socially Sound


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Read previous Blueprints below:

#001: Bicep flex their marketing muscle – Part 1

#001: Bicep flex their marketing muscle – Part 2

#002: Tommy Farrow – Zero to 1 million streams

#003: Josh Hvaal – Signing music to Hot Creations

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