Page 110 - AC/E Digital Culture Annual Report 2016
P. 110

110on Dailymotion they only share videos of the roundtables and papers given in the section for professionals.CineKid Festival is an event focused on the audiovisual world (including new media) for children and takes place in Amsterdam during the autumn holidays in the Netherlands. It aims to familiarise youngsters with the languageof  lm and the new media, and is centredon promoting the quality of visual culture in children aged over four, in order to achieve what is sometimes called media ‘literacy’. The participation of this very special audience is another of the most important factors.The festival’s presence on the social media is divided between Facebook, Twitter, Google+, YouTube and LinkedIn. The latter is geared more to sector professionals, as is only logical, while with Facebook and Twitter the focus is moreon parents and tutors than on children (minors aged under 14 are not allowed to register on Facebook, for example).Using a very familiar and friendly tone, the organisers present the various activities or review some of the content that has had an impact on traditional media, such as chronicles and articles. As the audience is so special (although the activities are aimed at children, they must be brought and enrolled by their parents and legal guardians) the communication must be designed very strategically and appropriately.Going back to music festivals, one of the platforms most widely used to communicate and engage with audiences is Spotify, followed by Deezer. The former is fairly popular with Spanish festivals. The organisers use the festival’s Spotify accounts to create a pro le and compile lists of music related to the groups who perform at their events and allow other users to follow and add them to their favourite playlists.For example, Primavera Sound Festival began 2. NT BEFORE AND DURING THE FESTIVALusing Spotify in 2011. During the  rst year it had only one playlist, but over the years it has compiled several for each section of each year’s festival (Primavera Sound, showcases of PrimaveraPro) and its separate editions in other venues such as NOS Primavera Sound (Portugal), and posts them permanently. The good thing about this platform (though this also applies to Deezer) is that it allows a playlist to be embedded, as the organisers have done on their re ned website, so that when users browse the website they can view and play the tracks meanwhile.In contrast, Resurrection Fest compiles only one extensive playlist for each edition featuring the music and albums of the artists due to take part and makes it available long in advance, nearly one year. What is more, if you go to the Metal section under the Explore menu, you will see that this playlist is commonly recommended among the best and is a reference point in this genre for Spain.Several things can be achieved through Spotify (the most widely used online music platformin Spain and other countries, whereas Deezeris more popular in France, for example): communication with the groups, that is the festival’s content, as after the names of the performers have been announced one of the  rst things followers do is search for and listen to those they are not familiar with and even those they already know (whether they have already bought tickets or are thinking of doing so); therefore, compiling a playlist speeds up thisFocus: Use of New Digital Technologies at Cultural Festivals


































































































   108   109   110   111   112