Brandcenter alums create an immersive digital experience at ‘Red Rocks Unpaused’
Gatherings of over 10 people are not encouraged during a global pandemic. Large gatherings like concerts and festivals? Out of the question.
When Red Rocks Amphitheatre paused their 2020 concert season due to Covid-19, music fans mourned the loss of live summer performances. Gone was the opportunity to share an experience with thousands of fans in an iconic setting — atleast, not in person.
Enter Brandcenter alums Kelley Bode (CW, 2019), Jeff Gillette (CW, 2006), Bonni Dinerstein (ST, 2020), and their team at Madwell in Denver, CO. The group saw an opportunity for their client, Visible (Verizon's all-digital wireless carrier in the U.S.) to use their all-digital expertise to help in-person experiences (like concerts) go digital in a whole new way.
And thus, Red Rocks Unpaused — a three day virtual, interactive music fesitval — was born.
The concert series won't just stream live performances of major artists (Megan Thee Stallion, Phoebe Bridgers, and Sam Hunt, to name a few). It's giving the audience control, allowing guests to change the light show and rock illuminations through their mobile device.
"We created virtual concerts that were different than all the other livestreams happening. Concerts where we could involve the audience in a meaningful way, rather than just sharing music in a one-way stream. Concerts where we filmed at the actual venue for full concert-going energy instead of having to watch yet another virtual concert in someone’s living room," says Kelley Bode. "We can’t wait for everyone to tune in and see what we’ve been working on!"