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Feb 2024

Beyond social media: exploring the immersive landscape of live streaming

In the ever-evolving realm of digital entertainment, live streaming has emerged as a powerful force, transforming the way audiences interact with content in real-time. Whilst the influence of social media on the trajectory of live streaming cannot be overlooked, it’s worth exploring the broader landscape of live streaming and its impact.

Live streaming has become a game-changer in the world of video and film production, offering an immersive and real-time glimpse into the creative process. Filmmakers and content creators are harnessing the power of platforms like Twitch, YouTube, Instagram, Facebook and more recently, TikTok, where online communities have become virtual arenas - offering creators a direct channel to showcase their talents, whether in gaming, music, cooking, or daily life. The allure lies in the immediacy that live streaming provides.

What also sets live streaming apart across social channels is its ability to foster authentic connections. Viewers are no longer passive observers; they actively participate through comments, likes, and shares. This two-way interaction transforms content consumption into a shared experience, creating a sense of community among viewers and creators.

As live streaming continues to evolve beyond social media’s small screens, the future promises a dynamic landscape where live streaming converge can maximise a globally shared experience. Live streaming in video and film production adapts to emerging trends and technology. From incorporating augmented reality (AR) into live broadcasts to experimenting with multi-camera setups for a more immersive event, filmmakers are leveraging technological advancements to enhance the live streaming production landscape.

Here at Chrome we’ve seen the impact of live streaming across a number of projects. When auction house giants Christie’s enlisted our help to open up the traditionally exclusive auction room and help grow their online audience, we used 11 cameras – 7 of them robotic – immersive new artwork presentations and a unique POV camera hidden behind the auctioneer to create the most innovative hybrid auction event ever. The global livestream event invited viewers from around the world to watch and engage with sales in a more captivating way, even garnering an article from the New York Times that declared the auctions ‘Must-See TV”!

During the pandemic we found how live streaming was an incredible way of expanding the size of a traditional live event audience, and in doing so, growing engagement across social platforms and increasing revenue opportunities. Our clients from the David Lynch Foundation, who would usually hold a high-profile, in-person gala and concert, asked us to re-define what a fundraising gala could be during lockdown. Our answer was a 70-minute show, which featured a star-studded line up led by George Stephanopoulos with appearances from David Lynch, Katy Perry, Hugh Jackman, and Deborra-lee Furness, and musical performances from the likes of Sting, Angelique Kidjo, Elvis Costello, and Kesha. By utilising cutting-edge technology that enabled a zero-latency stream, we were able to produce and direct the entire show from London with our hosts comfortably in a studio in New York City.

Then, last summer we were delighted to play our part in bringing Latitude Festival straight to the heart of London. We facilitated a livestream of the event (hosted by TikTok legends Coco Sarel and Jordan Banjo), which played across a 23-metre-wide main screen, delighting all who gathered at Tottenham Court Road’s Outernet, with live musical performances from Picture This, Sophie Ellis-Bextor, and Mimi Webb.

While social media has contributed to its growth, the appeal of live streaming extends far beyond these platforms. The interactivity of live streaming has birthed a new frontier in filmmaking—interactive storytelling. This dynamic interaction blurs the lines between creator and audience, ushering in a new era of participatory filmmaking and as filmmakers continue to embrace this evolving landscape, the possibilities for immersive and interactive storytelling are limitless.

As we gaze into the future of video and film production, live streaming is set to become an integral part of the creative process. The seamless integration of real-time engagement and behind-the-scenes access will continue to redefine how filmmakers and clients connect with their audience, ushering in an era where the boundaries between creators and viewers are more fluid than ever before.

At Chrome, we know streaming is not just a social media trend or technological tool; it's a transformative force in video and film production, offering a dynamic platform that enhances collaboration, transparency, and audience engagement. Where do you see it going?

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