The Raconteurs' feverish Bonnaroo 2008 set, which is now streaming on Bonnaroo.com, will be the first of a host of content to go live on the site in the weeks to come under the mantle Bonnaroo 365.
"The vision of where we can take the template and application I think is going to be 10 times beyond what we're seeing now," says Jonathan Mayers, president of Bonnaroo co-producer Superfly Presents. "We're really excited to launch this program with the Raconteurs. This is really 'phase one' of where we think we can go."
All footage for Bonnaroo 365 will be taken directly from the festival's master tapes, and the audio is remixed from soundboard recordings. The goal is to have a large archive of performances on the Bonnaroo site that can be accessed through a wide range of distribution channels, ultimately including user-generated content.
"We have over 300 full sets that are line cut, iso-cammed, beautifully shot, and lots more audio multi-track," says Mayers. "Last year we filmed about 70 full performances."
Over the years, Bonnaroo has offered a variety of different audio/video programs including Webcasts, broadcasts and physical product, and Mayers says they're all "opt-in" programs.
"We've been fortunate that a lot of artists want to participate," he says. "At the end of the day we need artist, publisher [and] label permission to do any of these programs. All of this is about relationships, and we really have a give-and-take there. We're really open with artists as to their usage of it, because ultimately it benefits us."
Financial arrangements for future Bonnaroo 365 incarnations are still being determined, but right now the value to artists comes through the exposure. Bonnaroo has an e-mail list of more than 500,000 names to tap into.
"We feel we could become a marketing platform for artists, not just at the event but 365," Mayers says. "We want our Web site to become '365,' so it's not just a
festival Web site, but it becomes this platform with an editorial voice, expanding the brand. We view ourselves as a media company, not just a festival."
Bonnaroo '09 is set for June 11-14 in Manchester, Tenn., with a lineup announcement due Feb. 3.