The ARIA’s (@ARIA_Official) mission is to champion Aussie musicians both locally and around the world. Every year since 1987, it holds a series of awards nights called the ARIA Music Awards, recognising achievements by the Australian music industry.
In 2017, ARIA wanted to take a local awards show and make it global through enhanced online conversation. The main problems they faced were:
Nominations were six weeks before the awards show and it was difficult to drive conversation and engagement during the six- week period
ARIA wanted to drive more conversation/engagement around the awards, more brand recognition for the ARIAs and the awards, and maintaining/driving engagement and conversation during the six-week period
In 2017, ARIA partnered with Twitter to exclusively live stream the ARIA Music Awards Red Carpet show to the world. The collaboration leveraged the already musically engaged global audience residing on Twitter.
The live stream was hosted by Ash London from Hit Network’s ‘Ash London Live’, comedian Joel Creasey and Aussie model, actress, singer, and social influencer Alli Simpson. The hosts provided commentary as they introduced some of the world’s biggest stars to a global Twitter audience.
On the night, it was also announced which musician or band Twitter fans had voted as the Best International Artist. Fans could vote by Tweeting using unique hashtags which also generated emojis of the related artist. The live stream was later packaged up into a condensed highlight reel to allow fans to catch up, who had missed the live show, or just relive the action and excitement of the ARIAs Red Carpet.