Backstreet Boys livestream pulls in 45m viewers
A free livestream performance by the Backstreet Boys attracted a record-breaking 45 million viewers in China via Tencent’s WeChat app.
Broadcast last Friday (24 June), the two-hour show was recorded at Rock Lititz Studio, Pennsylvania, US. Sponsored by Lincoln and produced by 24/7 Productions, it reached 10m viewers within its first half hour and was the highest-attended livestream concert on the platform by an international artist.
The show incorporated a special guest appearance from Westlife, broadcast from Smock Alley in Dublin. Directed by Chris Howe and produced by online event promoter Driift, it enabled the two bands to duet on the Backstreet Boys’ hit I Want It That Way and Westlife’s My Love.
“Achieving this level of engagement in China is unprecedented for international artists”
It marked the second time Howe and Driift have collaborated with Westlife and their management for a WeChat livestream. The Irish group’s previous show, which took place in December 2021, attracted 28m viewers. On both occasions, the performances were filmed specifically for viewing and consumption on mobile devices.
“It’s been a real joy to work with Westlife again as part of such an extraordinarily successful collaboration,” says Sasha Duncan, Driift’s head of production. “Achieving this level of engagement in China is unprecedented for international artists, and also highlights the versatility of the livestream format.
“Whether it’s a high-end cinematic production or a performance like this, tailored for viewing on mobile devices, we’re proving it’s possible to forge a genuine connection with online audiences.”
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28m tune in to Westlife livestream in China
An exclusive livestream performance by Westlife, broadcast by Tencent’s Weixin across China, pulled in almost 28 million viewers.
Produced by Driift and filmed at London’s Bush Hall by acclaimed director Chris Howe, the 17 December event was both Westlife’s first ever livestream and the first by an international artist in China to be delivered by WeChat channels.
WeChat is the international version of Weixin, China’s largest social media platform with over 1.2 billion users.
WeChat channels can be a connector of cultures
“WeChat channels can be a connector of cultures by leveraging on WeChat’s open platform and the creators’ ecosystem,” says WeChat’s head of marketing Juliet Zhu, whose team has planned a series of activities in addition to the concert, which will see more international artists engage with WeChat/Weixin channels.
The 100-minute stream included an exclusive cover by Westlife, in Mandarin, of The Road to Ordinary by Chinese singer Pu Shu. The show was followed by an extended Q&A with the Irish group, who answered questions from their Chinese fanbase.
Westlife have built a significant following in the region, having first toured China in 2006 and returned to play arena shows in Beijing and Shanghai in 2019. The quartet are due to tour the UK in 2022, with a headline date at London’s 90,000-cap Wembley Stadium scheduled for 6 August, promoted by Live Nation.
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Dubai “go-to” tour destination with arena success
Dubai’s 17,000-capacity Coca-Cola Arena, which opened its doors three months ago, has already hosted shows by Maroon 5, Westlife, the 1975 and Alicia Keys, playing a key role in placing the United Arab Emirates on the international touring map.
The multipurpose arena was born as part of a collaboration between Dubai-based developer Meraas and AEG’s Asian/ Australasian venues arm, AEG Ogden.
The largest venue of its kind in the region, Meraas and AEG Ogden hope the arena will become the premier destination in the Middle East’s burgeoning live events scene.
The arena is fully enclosed and climate controlled, transforming Dubai from a “winter-only” touring destination into a year-round option for promoters. Floor space measuring 3,870 square metres and a variety of seating and stage configurations allow for a range of event types.
“Dubai is already a major entertainment hub for the entire region and the opening of Coca-Cola Arena has helped to further establish the city as the go-to destination for acts visiting the Middle East as part of global tour schedules,” comments AEG Ogden’s chief executive of Coca-Cola Arena, Guy Ngata.
“Dubai is already a major entertainment hub for the entire region and the opening of Coca-Cola Arena has helped to further establish the city as the go-to destination for acts visiting the Middle East”
“Meraas has shown a great vision to expand Dubai’s live entertainment offering and in doing so has an asset that will become one of the world’s great live venues.
“Together with Coca-Cola and all of our partners and stakeholders, there is a real passion in establishing the venue as the perfect fit for international touring artists, productions, sporting activity and shows of all genres,” adds Ngata.
Coca-Cola announced a ten-year naming-rights agreement with AEG Ogden in April, in what the soft drinks giant deemed a “milestone deal”. The arena also counts Indian ticketing platform BookMyShow among its partners, signifying the first global arena deal for the company.
“Despite only being open for a few months, Coca-Cola Arena is already firmly established as one of the city’s biggest attractions,” continues Ngata. “We look forward to hosting even more great live acts and events as we develop and expand the events industry in the UAE to even greater levels of success.”
Dubai’s Coca-Cola Arena opened on 6 June, with a performance by Canadian comedian Russell Peters, before Maroon 5 made the arena’s musical debut on 14 June. A list of upcoming events can be found here.
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