Digitas’ The NEWFRONT 2011, showcased ‘Unstaged’ where brand meets content on the digital frontier to bring in-concert and at-home viewing experiences to it’s greatest heights yet. Proving that the music experience is alive and well; transforming to deliver music everywhere the fans are and in ways that they want to hear it.

“Unstaged”, is a series featuring breakthrough artists playing at landmark venues across the country, while tapping influential filmmakers to direct the live-streams and infusing digital & social media to connect the online audience to the live shows in unexpected ways. The series kick-off  featured the musical genius of John Legend & the Roots teamed with the always surprising Spike Lee.

The conversation led by Greg Kot, Music Critic, Chicago Tribune brought together the “Unstaged’ braintrust–Robert Kynel, VP, TV and Film Entertainment, Google; Rio Caraeff, President and CEO, Vevo; ?uestLove, Musician and Social Media Protagonist and Rich Lehrfeld, VP of Global Sponsorship and Experiential Marketing, American Express.

Music enthusiasts were able to digitally connect to the live music experiences in ways that further blurred the line between an at-home and in-concert experience.  ’Choose Your Cam’ allowed them to control their viewing experience throughout the performance–main director’s stream, backstage or even front row. Fans could ‘Tweet The Band’ questions  for a chance to have them answered in an exclusive video segment during the Pre Show. Just a sampling of the digital happenings.

The secret to ‘Unstaged’ success…not trying to approximate the live experience online but creating an experience that was unique to the medium breaking new ground for fans across the web. For American Express, ‘Unstaged’ was simply good business–providing their cardholders with a rich live personal experience but on a scale that could touch many. For the artists, they could embrace the changing music landscape and express their creativity without the brand being stamped all over it.

Live, interactive and unique… a winning formula.