Google Closer

  • Jack Colley
Google had sponsored the closing party of the International Music Summit in Singapore, and Paul Oakenfold and Steve Aoki were on the bill.

They came to us with the challenge of showcasing Google+ and Youtube in this environment, in a way that showed they understood EDM fans.

Instead of just running a traditional social campaign, we wanted to create an experience that did not interfere in the concert experience whatsoever, but instead celebrated and supported the most beautiful parts of it.

We developed the idea to use wearable technology as a way to bridge the divide between the digital and live worlds, bringing all the power of the web into the concert experience without requiring anyone to ever get out their phone.

The crowds data created beautiful live visualizations, triggered production effects, and was shown on a dashboard in real-time to the performers so they could make different decisions based on what they saw.

The whole thing was live-streamed over Google Hangouts, giving viewers at home control to curate their own stream. Everyone who came to the show received their personalized data direct to their Google+ page as soon as they left.

After the show, Paul Oakenfold said "I was able to bring my performance to another level connected music to the audience like never before". The concert of 500 reached over 3 million people online.