Concert promotion giant Live Nation today (Sept. 15) launched a new social-networking video site focusing on its annual U.K. Download Festival.
The site will allow concert-goers to stream their own video footage from the festival for free. Moreover, Downloadfestival.tv will deliver copyright-cleared footage of performers.
Leading U.K. indie Roadrunner Records is the first label to agree to allow footage of its acts to be streamed for up to one year.
The first artists to give the go-ahead are Roadrunner’s Cradle of Filth, Trivium, Hate Breed and Stone Sour. In addition, footage from Guns N’ Roses’ performance of “My Michelle” is to be streamed for an indefinite period of time.
Mark Yovich, Live Nation’s VP of interactive international, says the company is in talks with other labels to pin down licensing permission for future editions of the festival, which was held June 9-11 this year at Donnington Park, England.
Live Nation had already gathered footage of this year’s event for two one-hour TV programs, which were aired shortly afterwards on national U.K. network Channel 4. Organizers approached various artists, their management and labels, for the required permission.
Downloadfestival.tv is currently positioned as a promotion tool for the festival. It features no advertising or sponsorship funding. The service is targeted at the rock and metal festival’s tech-savvy music fans and will operate alongside its existing Web site (www.downloadfestival.co.uk), which is text-based and centers on information about the festival.
“We wanted to give the Download Festival fans the tools for sharing their experiences with everyone,” Yovich tells Billboard.biz. “Instead of just offering any download brand, we also see (the new site) as the rock brand.”
Moreover, there are plans to use the DownloadFestival.tv template for Live Nation’s other live-music events, including Glastonbury Festival and the Reading and Leeds Festivals.
“Now that we’ve built this platform, we can use it for other properties that we own,” he adds.