Thursday, May 7, 2020

Finnish artist JVG’s virtual gig drew 700k viewers | Music Ally

Last year in Sandbox, we covered the campaign for Finnish hip-hop duo JVG’s RATA/ RAITTI album where they used their links to the world of ice hockey (absolutely massive in Finland) and also Warner Music Live to get to arena level. Now they’ve done something else inventive.

On Vappu Eve (the night before May Day and a national holiday in Finland), the duo performed a virtual gig in Senate Square in Helsinki, the country’s capital. The Guardian explains how it became Finland’s biggest online event, with the show “watched on 460,000 computers” which is estimated to translate to nearly 700,000 actual viewers. Of those, just under 150,000 created avatars to attend the event, which took place within a wider project called Virtual Helsinki – a digital replica of the Finnish capital.

Helsinki is clearly keen to push the possibilities here and is ahead of most other cities in its ambitions to become the “virtual capital of the world”. There may be lessons here for artists and cities elsewhere in the world.


Image by Virtual Helsinki

Stuart Dredge


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