Before an audience of feathered headpieces, miniature top hats and suspenders, Icelandic indie rockers Of Monsters and Men took the stage at the premiere of “The Music Experiment,” a groundbreaking four-part concert series put on by MTV Iggy and Intel. The inaugural concert featured a 1930’s circus theme and was held in New York City’s Lower East Side at the Angel Orensanz Foundation, the breathtaking two-story former synagogue.
The Music Experiment is a project that utilizes social media to engage fans in new ways. In order to get tickets, individuals must tweet using the hashtag, #musicexperiment — the more they tweet, the more an image of a map is revealed with the secret location for where to pick up tickets for the concert.
“We came up with this concept as a way to empower young music fans to creatively shape a live music performance from their favorite band, tweet their way into the show, and be an integral part of the event itself,” said Nusrat Durrani, general manager of MTV Iggy, a multi-platform global music brand connecting America with music and pop culture trending around the world. “We rewarded them with a free magical experience.”
Attendees of the event confirmed this sentiment.
“It’s really cool that Twitter was used to come up with something this original, this innovative,” said J.R. Rivera, 18. He and his friend had each tweeted six times before discovering the tickets’ secret location and first found out about the series from a commercial on MTV.
“People are already on Twitter,” said Danielle Marshall, attendee and social media coordinator for Adweek. “This just uses something they already know and gets them more engaged, more psyched.”
On top of the added social interaction MTV Iggy and Intel both had with audience members, the event itself featured digital integration in a way that simultaneously promoted their brands, yet felt natural. Intel Ultrabooks were used by attendees to take photos and project them in real time onto the venue walls, and computers were also scattered around the concert with interactive peepshows being shown on them to further enhance the event theme.
“The entire program has TV as the starting point but involves Twitter, Facebook, Google, Pinterest and Instagram in meaningful ways that don’t seem forced,” Durrani said. “We are going to amp up the experimentation with these and other platforms in future stops of the Music Experiment.”
While the New York City event may have already taken place, you can still catch their performance of “Mountain Sound” below and see “The Music Experiment” rock the remaining cities. The concerts will be headlined by Santigold in Chapel Hill, North Carolina, The Jezabels in Portland, Oregon, and a surprise artist in Los Angeles.
For those of you who are interested, we’ve got one piece of advice — get tweeting!