Case Study Hip Hop Awards Ansie Vicente & Dawid Venter Panorama

Panorama Publications

Case study Using streaming media to

run a Hip Hop Awards competition

Ansie Vicente: Editor-in-Chief [email protected] Venter: Online Editor [email protected]



Agenda• Reach a niche and mobile audience

• Cost benefit analysis

• Content and distribution strategies

• Mobile and online public voting

• Challenges, issues and expectations

• Q&A



• 15 print titles, 7 websites

• Small, focused teams

• Policy of in-house skills


Panorama Web strategy• Don’t reinvent the wheel

• International hosting

• Own CMS

• Fast implementation and updates

• Company-wide sites

• In-house development “team”

• Early adoption of new technologies


Who is HYPE?

• No1 hop hip mag in SA

• Young, mobile readership

• Fickle, feisty and fabulous

• Partnership with MTN

• Annual HYPE Awards


HYPE Awards history

• Judges

• Time consuming

• Large organizational requirement

• Time frames

• Storage of entries


HYPE Awards 2010

• People’s award

• Voted by public via SMS and web

• Viewing of videos

• Entry criteria


Requirements

• Online entrance form

• Online payment of entry fee

• Online voting

• SMS voting

• Hosting videos online


Challenges• Web access• Server space• CMS integration• Cost effective• Time frames• Online payments - Unbanked target market• Balance between web and mobile techs


Challenges (2)• Marketing for entries

• Marketing for votes

• Mobizine

• Simultaneously redesign website

• Integrate Facebook & YouTube

• Advertising campaigns

• Keeping sponsors happy


HYPE Awards entries

10 VOTED CATEGORIES Best Video : Best Song : Best Beat-Boxer : Best DJ

Best Graffiti Artist : Best Group : Best Solo Artist Best Mixtape : Best Album : Best Lyricist

3 ADJUDICATED CATEGORIESBest Break Dancer : Best Dance Crew : Best Producer


Solution

• Existing CMS

• Redesign and migration to new CMS

• YouTube and email

• Marketing via Facebook, mobizine, events


HYPE Awards entries10 VOTED CATEGORIES

Best Video : Best Song : Best Beat-Boxer : Best DJUpload a 1 minute video of your work on Youtube and email the link to [email protected] (Subject: HYPE AWARDS plus Category name)

Best Graffiti Artist : Best Group : Best Solo Artist : Best Mixtape : Best Album : Best Lyricist Email lyrics/cover/photo to [email protected] (Subject: Hype Awards: Best Lyricist)

3 ADJUDICATED CATEGORIES

Best Break Dancer – Best Dance Crew Upload a one minute clip to YouTube AND submit a list of all of your events, live performances, competitions entered, accolades received, endorsements & other achievements. Send your YouTube video link and additional details to [email protected] (Subject: Hype Awards: Best Break Dancer)

Best Producer - Submit a one minute clip AND submit an entire discography of your work within the eligibility period. Send your YouTube video link and additional details to [email protected] (Subject: Hype Awards: Best Producer)




Why online?

• Unbanked, but online target market• Large cellphone user base, many with Web

access• Costs• Manpower requirements• Versatile for changes and daily updates• Time frames• Storage• Automatic time limit


Why online? (2)• Advertising opportunity• Direct links to advertisers’ websites• “Meeting place” for disparate and displaced

community• Cost-conscious community• Affordable conversion from online to print• Feedback loop of 3 medias: online, print, mobile


Why SMS voting?• Preferred tech of target market

• Low barriers to adoption

• Existing competitions in HYPE via SMS – user acquaintance with technology

• Low costs for users

• Income for HYPE, to be channeled into CSI project


Why own CMS?• Costs

• Company-wide strategy of ownership

• Freedom from 3rd parties

• Existing functionality like polls, newsletters, automated events,

• Easily customised

• Allows for future plug-ins and add-ons


Why YouTube?• Existing YouTube/online hip hop culture• Unlimited free bandwidth and space• Established brand – 1bn hits a day• Cross-marketing opportunities• Ability to maintain HYPE brand identity via

YouTube Channel• Fast downloads• Easy integration into CMS


Cost analysis

• CMS – no cost, existing expenditure

• YouTube – no cost

• SMS – no cost

• Development – 5 days’ salary

• Hosting – part of existing expenditure


Implementation• Extensive and intensive planning

• 5 days for website development and population

• 2 days testing

• Live within a week

• Entries flooding in – 6 a day

(Deadline 1 Dec)


Results• Live on 29 September• 6 entries per day by 15 Oct (deadline 1 Dec)• Discussion on other hip hop forums• Huge community interest• Easy implementation• Advertising leads• Online subscriptions to print magazine• Happy sponsors


Questions?

Ansie Vicente Editor-in-Chief [email protected]

Dawid Venter Online Editor [email protected]

Date post:	21-Jan-2015
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Case Study Hip Hop Awards Ansie Vicente & Dawid Venter Panorama

Technology