Clubs including The Hacienda and Cream will be celebrated tonight in a live streaming world first through a partnership between Channel 4 and Red Bull.
31 simultaneous live streams will be broadcast through the Channel 4 website from the EDF London Eye. It’s the highest number of live streams a broadcaster has ever hosted.
The broadcast comes about following Red Bull’s Revolutions in Sound takeover of the London Eye. Each live stream will be broadcast from one of the 30 pods, with 100 DJs and artists playing sets throughout the night.
To promote the event, an ad featuring Annie Mac, will be filmed on location just before the gigs start and will be broadcast simultaneously across 4’s channels.
“We’re very excited to be hosting this much anticipated Red Bull event on Channel4.com giving viewers unprecedented access to the sell out night online, as it happens, through our live streams – and a quick turnaround ad capturing the excitement of the night road-blocked across Channel 4 for TV viewers,” said Danny Peace, agency principal at Channel 4.
“Throughout this partnership Channel 4 Sales have worked creatively with Red Bull, leveraging our brand, to deliver a truly bespoke engaging campaign experience.”
Seb Fontain, Paul Bleasdale and Andy Carroll will be in the Cream pod; Todd Terry, Mike Pickering and Graeme Park will be representing The Hacienda, and there will also be pod-takovers from The Warehouse Project, Sheffield’s Jive Turkey.