Bonnaroo Music and Arts Festival Launches Bonnaroo 365 Videos, Powered by Ooyala and Threshold Interactive

27 January 2009
Mountain View, CA., January 27, 2009 - Bonnaroo, one of the largest outdoor music festivals, is excited to launch BONNAROO 365, a free, online concert series now available on The new, video-driven site offers fans innovative ways to experience the festival on-demand, year round and represents a technical collaboration between Ooyala, a leading online video provider and Threshold Interactive, a leading interactive marketing agency. The Grammy-nominated Raconteurs kick off the program, with other performances to follow.
The exclusive videos, edited from multi-camera, high-definition footage recorded at the festival and audio remixed from Bonnaroo's pristine soundboard, are part of a rich archive of professionally produced content. Last year alone, the festival produced over 70 recordings.
Ooyala's adaptive bit rate technology for video delivery allows viewers to watch high quality video with minimal buffering. This technology continuously analyzes the end-user's viewing capabilities and delivers the best viewing experience the end user’s computer and bandwidth can support.
"We are excited to help showcase this incredible series online and make it accessible to the Bonnaroo fans," says Bismarck Lepe, CEO of Ooyala.
Threshold Interactive led the site strategy, which focused on engaging the community, driving traffic, and encouraging viral video sharing.
"Our 'Adoption Strategy' was to showcase the content, turn them into events, and allow the community to experience Bonnaroo throughout the year," explains John Montgomery, Executive Creative Director at Threshold Interactive.
By leveraging Ooyala's video technology and 3rd party mini-apps, Threshold was able to complete the core website development in under two weeks.The Raconteurs concert will be available online until the 2nd week in March.
About Threshold Interactive
Threshold Interactive is a leading interactive marketing agency with a focus on ideation and execution of social media marketing plans and online community development. Founded in 2004, the Culver City based agency is known for its creative and strategic approach to building unique content and user-experiences for clients such as Nestlé Crunch, Butterfinger, Honda, Sony, Disney, Fox Television, Bonnaroo Music Festival, 1800-Flowers and Paramount Farms. The company is helmed by Managing Director Scott Williamson and Executive Creative Director John Montgomery and represents the merger of their previous agencies, Threshold Digital Marketing and Media Arts Group, respectively.
About Bonnaroo
The Bonnaroo Music and Arts Festival is a four-day, multi-stage camping festival held in Manchester, Tennessee every June. Bonnaroo brings together some of the best performers in rock and roll, along with dozens of artists with various styles, including Jazz, Americana, hip-hop, Electronica, and contemporary music.
About Ooyala
Ooyala is a leading video technology company that provides a comprehensive suite of publishing, analytics, and monetization capabilities. With Ooyala's online video platform, content owners gain deep viewer insights that drive increased video engagement and monetization opportunities. Ooyala serves global media companies and web marketers including Wenner Media, Fremantle, Armani, Sybase and Electronic Arts.
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