Unlocking Unforgettable Experiences for Fans and Artists with Flowcode’s QR Technology
For those in the field of music marketing and talent management, it is no secret that staying ahead of the curve is essential to success. The fusion of technology, innovation, and creativity promises to create unforgettable experiences for artists and fans. As the industry continues to evolve and adapt to new trends, there is a clear opportunity for unprecedented innovation and interactivity. From the seamless integration of in-person and virtual experiences in hybrid events to the rapidly expanding world of Web3, the spotlight is firmly fixed on the industry's future.
Flowcode is a game-changing tool for marketers in the entertainment industry. By leveraging QR technology, concertgoers can scan a Flowcode to unlock exclusive content, such as NFTs or AR experiences. This enhances the audience’s experience and increases engagement and conversion rates. An entertainment brand that partnered with two performers during their sold-out U.S. tour achieved a 30% conversion rate by using Flowcode. By adopting this direct-to-consumer platform, marketers can better manage relationships with their audiences and create more memorable experiences.
Hybrid events rock the industry
In the fast-paced digital age, the music and entertainment industry finds itself in the midst of intense competition for consumers' attention. Interestingly, despite the hype about "living on screens," 64% of U.S. consumers still spend most of their time away from the Internet. However, the rising interest in blended experiences is undeniable, evident from the staggering 237% increase in searches for "hybrid events" over the past 5 years. Notably, 97% of event marketers anticipate an even greater surge in hybrid events in the near future.
As the Soundcharts blog highlights, alternative entertainment formats such as video content, gaming, social media, and podcasts have witnessed a significant surge in popularity. The intensifying competition has presented both a challenge and an opportunity for the music industry to explore innovative ways to captivate audiences and create meaningful connections with fans. To thrive in this dynamic attention economy, event organizers and artists must reimagine traditional approaches and find creative strategies that resonate deeply with their target audiences.
Amidst this changing landscape, hybrid events have emerged as a promising solution to engage audiences in novel ways. These events seamlessly blend in-person and virtual experiences, offering flexibility and catering to diverse preferences. The appeal of hybrid events lies in the freedom they provide, allowing hosts and guests to choose how they want to participate and interact.
Technological advancements, such as streaming technology and augmented reality, have played a crucial role in facilitating the transition to hybrid events. They make these experiences more accessible, cost-effective, and immersive, driving event organizers to embrace these innovative tools and engage audiences in captivating ways.
In essence, hybrid events represent a perfect fusion of physical and digital worlds, where attendees can seamlessly switch between in-person and virtual attendance options. The growing popularity of this trend emphasizes the importance of providing options and flexibility in the entertainment industry, allowing hosts and audiences to make the most of every moment together.
Technology takes the spotlight in making these experiences unforgettable. With streaming and AR technology, hosts unlock exciting possibilities, from interactive live games and thrilling giveaways to captivating virtual maps. Music and entertainment companies can now invest in a practical and affordable technological upgrade that ensures audiences get the most out of every event. QR technology acts as a front door to bring audiences at live events into digital experiences where they can share on social media, engage in polling, or gather metaverse tokens. Event spaces can connect live or home-streaming audiences by leveraging QR codes to any interactive experience that drives additional engagement.
The show must still go on(line)
Experience the best of both worlds as the music and entertainment industry embraces the thriving digital landscape alongside the resurgence of in-person events. The pay-per-view livestream market is set to soar to $2 billion by 2027, offering exciting opportunities for music artists to connect with their fans on streaming platforms, where devotees spend 1.5 times more money and time. Engaging on social media and attending live events add to the fan experience, creating a vital touchpoint in the fan funnel. The metaverse, as Web3's immersive "user interface," fosters social interactions and attentive engagement, creating an unparalleled experience for listeners and artists alike.
But “online” is changing quite a bit, right? Rob Duffin, Co-founder of Mixtape Social, says this new web will spur "a totally different landscape where artists own their content, and they are compensated fairly, and fans have that direct interaction with artists they love […] we're seeing the beginnings of that today, but blockchain is going to blow the floodgates open."
New formats and channels won’t stop here, though. As Keith Jopling, Consulting Director at MIDiA Research, commented in a podcast, “The biggest competition that music faces is other formats. We see it all the time with the analysis we do at MIDiA. Video is eating up more time, gaming is eating up more, and social media is eating up more. Podcasts are eating up more audio time away from music. So you’ve got to look at competition as everything — that’s how it works in the attention economy. We all know that. Now, we need to understand what to do about it.”
As emerging forms of content continue to develop across the industry, creating additional access points for fans to reach them will be key. QR codes enable seamless sharing of content platforms from any physical location (stadiums, stores, etc.) and screens (live streaming, ATV, jumbotron). Long-term fan engagement is the key to building loyalty and monetization, seamlessly connecting the excitement of live events to exclusive online content.
Unleash the Magic of Flowcode: Connecting Offline to Online, Instantly!
Flowcode can be a helpful marketing tool for entertainment partners by driving traffic to their digital content from physical products or print ads. Its unique QR code solution can make print advertisements instantly shoppable, driving revenue through high conversion engagement. Flowcode provides real-time engagement data and enables effective A/B testing, all in one dashboard, which can help entertainment partners understand consumer behavior better and improve their marketing strategies.
Outcome #1: Flowcode is better than traditional marketing methods
A brand utilized Flowcode for a 20-second jumbotron activation, resulting in a 34% scan rate. This means that over a third of the audience at the event scanned the QR code. This conversion rate was 2.5 times higher than traditional methods, such as URLs or SMS, due to the ease of scanning a QR code. Also, Flowcode’s ability to provide users with more personalized and targeted content may have contributed to the higher conversion rate. With a 25% scan rate at live events and a 70% email conversion rate, Flowcode can help create an exceptional experience for users.
Outcome #2: Flowcode engagement rates are perfect for entertainment/live events (hugely successful for partners in a stadium or doing web3 activations)
In another notable collaboration, an entertainment brand partnered with two performers and leveraged Flowcode to deliver an engaging Web3 experience during their sold-out U.S. tour. It looked like this: Concertgoers scanned the Flowcode to unleash an exclusive NFT. This activation led to the integration of over 15 web3/AR partners, a 30% conversion rate, and a 16% scan rate.
Learn how to leverage this same engagement for your brand by utilizing the script of top labels.