ID&T focuses on hybrid dance events


The corona crisis has resulted in a lot of new creativity, especially for companies that had to adjust their strategy in a very short time, as was shown yesterday during the virtual talk shows Dutch Media Week Live and Top Names.

At the end of September it was announced that ID&T had to lay off 40 percent of its staff. Since March, ID & T’s core business, organizing large-scale dance events, has come to a complete standstill. The Amsterdam company organizes around eighty festivals every year, including Mysteryland, Awakenings and Thunderdome.

Michael Guntenaar, Chief Digital Officer (CDO) of ID&T, also saw the heart of his industry come to a standstill. “We were quite disoriented in the beginning,” Guntenaar said on Tuesday evening Dutch Media Week Live. 80,000 tickets had already been sold for the annual Defqon Weekend Festival and the organization decided to provide a freemium online alternative, with performances by more than 80 artists in total. The 72-hour broadcast, complete with Zoom Rooms, managed to attract eight million viewers from 140 different countries. Thousands of living rooms have been completely transformed into mini campsites with tents and sleeping bags.

Guntenaar: “It was an extremely expensive production. But we thought it was important to offer the fans something because we asked them to hold the tickets for Defqon. More than ninety percent did that too. ”

Guntenaar says that hybrid solutions are now being seriously looked at to increase reach and to tap into new revenue models. ID&T talks with Zoom about new hybrid forms of online entertainment.

The originally Dutch JW Player has also noticed shifts due to corona. The media player is used all over the world by large companies that want to keep control over their video services, such as NOS, Talpa, RTL, NRC, de Persgroep and PSV and internationally by ESPN, Electronic Arts and AT&T.

Founder Jeroen Wijering notices that the player is being adopted by completely new target groups, including churches and bookstores. Wijering: “We could not imagine much about the latter, but it appears that the bookstore invites authors to read from their work.”

His company has launched a new solution where users can quickly set up their own video channel and also charge money.

At Top Names, publisher Gijs Vroom from Emerce talked about the switch his company made from events to a video platform. “We have halved in turnover and have had to slim down the organization, but we have laid the foundation for a beautiful new industry, which will continue to exist after the pandemic is over. Sponsors are enthusiastic. ”

According to Vroom, Emerce consciously chooses not to offer events such as the upcoming eDay as a live registration. “Nobody is going to look behind their screen all day. The formula we use is more like Netflix, which also continuously prepares new series. And you watch Netflix when it suits you. ”

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