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Ariana Grande's Exclusive Virtual Album Release Party

Intimate live-streaming album release party for Ariana Grande's album, Sweetener, offered exclusively to her loyal fans who pre-ordered the album.

Sweetener Virtual Album Release Livestream

OVERVIEW

Ariana Grande and team strategized to come up with an idea that was both a unique and intimate experience she could share with her most loyal fans leading up to the release of her new album, Sweetener. Telescope came on board to help bring that vision to life with an exclusive release party livestream from Ariana's home (leading up to the midnight release) with her closest friends and family as well as her die-hard fans that pre-ordered her album.

Ariana Grande and friends
Ariana Grande and friends
Ariana Grande and friends

HOW IT WORKED

SB Projects & Republic Records teamed up with Telescope to produce an VIP live stream event, set at Ariana's home. The key to the livestream event was to reward those fan who had pre-ordered the album from Ariana's Official Store prior to the event. Once purchased, they were sent a private link and unique access code just prior to the event kicking off.

Once live, Ariana hosted her family, friends, and a few thousand fans who were able to be a part of the discussion, which was focused on the upcoming album. Not only could fans ask questions of Ariana in real time, but they connected with other fans across the world –making it a truly global campaign. Fans from 91 different countries tuned in for the virtual album release party.

Virtual Party Q&A for Ariana Grande

KEY FEATURES

  • Full-service solution for lightweight production right at Ariana Grande’s home.

  • Telescope’s Q&A product was embedded into the client’s site, so that fans could submit questions.

  • Our Connect Live Moderation tool utilized to push all approved comments to Ariana Grande in real-time for her to respond to fans in stream.

  • Visualization tools displayed comments to the screen.

RESULTS

  • The unique experience was part of the strategy that helped give Ariana the number 1 Album in the country with 'Sweetener'.

  • The album opened at #1 on the Billboard 200 with 231,000 equivalent album units earned in the week ending Aug. 23, according to Nielsen Music. Of that sum, 127,000 are from traditional album sales.

  • Sweetener's songs collected 126.7 million on-demand audio streams in its debut frame. This was the most one-week album streams for a female artist at the time.

tweets about Virtual Sweetener Release Party