Underoath: Observatory
Underoath: Observatory
Underoath: Observatory
Underoath: Observatory
Livestream Series
CASE STUDY
CASE STUDY
CASE STUDY
The emotional connection that an artist makes with their audience is unmatched. For all parties, it rejuvenates and intensifies a deep connection that the fan has with the music. For the unforeseeable future, that experience is suspended. Thus, the desire for connection is stronger than ever, and new ideas and creative alternatives must be explored.
With the audience element removed in livestreams, the experience must be rearranged in order to focus on the emotion and intensity in the band’s performance, as well as letting striking artistic camera angles and photographic composition drive the aesthetic. Music conjures abstract visuals. With Observatory, TNSN DVSN defined those visuals more clearly.
The Observatory stream established a new medium by which bands interact with their fanbase. There is a need for a new type of content that doesn’t claim to rival live concerts or music videos, but finds its place somewhere in between.
The emotional connection that an artist makes with their audience is unmatched. For all parties, it rejuvenates and intensifies a deep connection that the fan has with the music. For the unforeseeable future, that experience is suspended. Thus, the desire for connection is stronger than ever, and new ideas and creative alternatives must be explored.
With the audience element removed in livestreams, the experience must be rearranged in order to focus on the emotion and intensity in the band’s performance, as well as letting striking artistic camera angles and photographic composition drive the aesthetic. Music conjures abstract visuals. With Observatory, TNSN DVSN defined those visuals more clearly.
The Observatory stream established a new medium by which bands interact with their fanbase. There is a need for a new type of content that doesn’t claim to rival live concerts or music videos, but finds its place somewhere in between.
BRANDING
BRANDING
Stage to brand: The Orbit stage design was the baseline for all branding.
Stage to brand: The Orbit stage design was the baseline for all branding.
Stage to brand: The Orbit stage design was the baseline for all branding.
BRAND TOOLBOX
BRAND TOOLBOX
Constraints: Branding was built by meshing iconic album art and the new Observatory branding keeping all outward facing material consistent.
Constraints: Branding was built by meshing iconic album art and the new Observatory branding keeping all outward facing material consistent.
MERCHANDISE
MERCHANDISE
Craveable Products: Merchandise strategy was to emotionally connect with fans with art and exclusivity while making easily digestible.
Craveable Products: Merchandise strategy was to emotionally connect with fans with art and exclusivity while making easily digestible.
E-COMMERCE
E-COMMERCE
Online Store: TNSN DVSN built the livestream event online store via Shopify for ticketing merchandise. All social media and online content was created by TNSN art department.
Online Store: TNSN DVSN built the livestream event online store via Shopify for ticketing merchandise. All social media and online content was created by TNSN art department.
Email marketing platform drove $108,000 direct sales and $5,700 in social media spend drove $177,000 in sales.
Email marketing platform drove $108,000 direct sales and $5,700 in social media spend drove $177,000 in sales.
LIVESTREAM
LIVESTREAM
TNSN DVSN produced and creative directed all aspects of the livestream events.
TNSN DVSN produced and creative directed all aspects of the livestream events.
MEDIA COVERAGE
MEDIA COVERAGE
RESULTS
RESULTS
Underoath surpassed their forecasted gross sales goals by $250K. They earned more from livestream tickets sales than a traditional tour.
Underoath surpassed their forecasted gross sales goals by $250K. They earned more from livestream tickets sales than a traditional tour.
• Total ad spend - $5,754.75
• Total revenue from ads - $177,419.50
• ROAS (Return On Ad Spend) - 30.83x
(every $1 into ads made $30.83 in sales)
• Landing Page to Purchase Conversion Rate - 24.9%
(industry standard - 2.35%)
• Add to Cart to Purchase Conversion Rate - 97.6%
(Industry standard - 55%)
• Available data points - 114,838
(fans we have gathered data from)
• Total ad spend - $5,754.75
• Total revenue from ads - $177,419.50
• ROAS (Return On Ad Spend) - 30.83x.
(every $1 into ads made $30.83 in sales)
• Landing Page to Purchase Conversion Rate - 24.9%
(industry standard - 2.35%)
• Add to Cart to Purchase Conversion Rate - 97.6%
(Industry standard - 55%)
• Available data points - 114,838
(fans we have gathered data from)
CREDITS
CREDITS
Underoath is: Tim McTague Chris Dudley Aaron Gillespie Spencer Chamberlain Grant Brandell James Smith
Observatory: Tim McTague - Producer / Randy Nichols - Producer / Joel Cook - Producer / Andrew Nissley - Lighting Director
Band Techs: JJ Revell - FOH/PM/Sound Engineer / Rowdy Anglen - Drum Tech / Josiah Ronco - Guitar Tech
Creative Direction & Branding: Brandon Rike - Creative Director / Design / Joel Cook - Creative Director / Caleb Davis - Design
Video Production: Odd!Life STUDIOS Lief Thomason - Director / Kyle Marra - Assistant Director / Brandon Berlew Technical Supervisor / Audra Thomason - Stills Photography / Deon Gibson - Camera Operator / Justin Diehl - Camera Operator / Dale Trombley - Camera Operator
Management: Force Media Management Randy Nichols / Nicole Baturin
Streaming: Single Music Michael Schneider - PM
Digital Marketing: David Puckett
Underoath is: Tim McTague, Chris Dudley, Aaron Gillespie, Spencer Chamberlain, Grant Brandell, James Smith
Observatory: Tim McTague - Producer / Randy Nichols - Producer / Joel Cook - Producer / Andrew Nissley - Lighting Director
Band Techs: JJ Revell - FOH/PM/Sound Engineer / Rowdy Anglen - Drum Tech / Josiah Ronco - Guitar Tech
Creative Direction & Branding: Brandon Rike - Creative Director / Design / Joel Cook - Creative Director / Caleb Davis - Design
Video Production: Odd!Life STUDIOS Lief Thomason - Director / Kyle Marra - Assistant Director / Brandon Berlew Technical Supervisor / Audra Thomason - Stills Photography / Deon Gibson - Camera Operator / Justin Diehl - Camera Operator / Dale Trombley - Camera Operator
Management: Force Media Management Randy Nichols / Nicole Baturin
Streaming: Single Music Michael Schneider - PM
Digital Marketing: David Puckett
