Vevo, along with partners YouTube and American Express, have announced a live concert experience around an upcoming performance from the band My Morning Jacket, to be directed by Todd Haynes.
The show takes place on May 31 in our (and MMJ’s) home state of Kentucky, and the project, titled My Morning Jacket UNSTAGED, will be streamed live on YouTube, as the latest example of how online video is changing the game.
“Something like this even a few years ago would have been unthinkable, what with how clumsy movie cameras and film editing used to be,” says Vevo in a blog post. “Until now, live-streamed online concerts have often been not much better than a guy with a handicam somewhere in the front row. But now, with advanced cameras and digital editing, the best directors can create a unique vision for a live music event, and fans in front of screens around the world can see that vision come together in real time! The result is not that you feel like you were there, but that the experience is designed for you where you actually are.”
YouTube is really starting to take live video seriously. The Royal Wedding, for example, was broadcast live, via the Royal YouTube channel. As far as music, the Coachella festival was also broadcast live via 3 channels (for multiple stages and simultaneous performances).
Last month, YouTube announced the launch of YouTube Live, a new home page for live content on the site, as well as a live streaming platform for select partners. “With over 2 billion views a day, it’s easy to think about YouTube as a place to watch videos recorded in the past,” the company said. “But you’ve told us you want more – and that includes events taking place right now.”
The My Morning Jacket performance coincides with the release of the band’s new album Circuital, which is already available for pre-order.
I had the pleasure of seeing My Morning Jacket here in Lexington a couple weeks ago, and I can vouch for them putting on a good show. UNSTAGED should certainly be easier on the wallet.