Colin Hay

Men At Work 20/20

Virtual Concert Experience

Goal: Create a video series using livestream performance footage.

While live touring was on hold during the pandemic, Colin Hay put on a Men At Work virtual concert experience. The 20/20 Virtual Concert Livestream + VIP Virtual Meet & Greet Experience featured Colin and his LA-based Men at Work Touring band as they performed some of Colin’s favorite Men at Work songs.

The net proceeds from the stream benefitted organizations supporting American’s Right to Vote as well as the Independent Venue & Touring Associations: HeadCount, National Independent Talent Organization (NITO), and National Independent Venue Association (NIVA).

After Colin wrapped up the livestream, we had all of this performance content and wanted to do something more with it – this wasn’t just a one and done event. Following the stream, we strategized a plan to roll out the footage and get Colin involved: a weekly content stream called #MenAtWorkMondays.

With each track performed, we had Colin sit down to tell the stories behind the songs. He introduced the tracks and shared special anecdotes about his Men At Work memories – these stories became #TuesdaysTalk, released each Tuesday following the performance clip.

We also:
Directed and edited video content

Created custom thumbnails for each episode

Coordinated release premieres for each new episode on Facebook and YouTube

Results:

The Men At Work Mondays video series:

  • Produced 39 videos of Colin and his band performing, and Colin sharing the stories behind the tracks
  • 690 hours of YouTube watch time
  • 1,141,093 series reach

Not only was Colin able to raise money for amazing causes through this activation, but the social content following the stream allowed fans to experience live music during a time when it was at a hault.

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