Björn Falkevik
Streaming – what is it
Hello! Welcome to this part about streaming. My name is Björn Falkevik and I’m going to talk a little bit about do’s and don’ts and basically what’s the point with streaming and how I look at that. So ... welcome to this part. Most people think about it in the context of tv. And that it’s live stream tv. So we are talking about sports and big events and stuff like that. But for me, it’s actually mainly about making the room bigger. How can I reach people at this moment. So, it’s all about how can I from a small room in Stockholm, Sweden reach the world. That’s always the ideal the ambition, the possibility how can I make the room bigger. And also, how can I get all my audience on the first row. I usually think about, ok if I can ... the biggest venue in Stockholm, that’s ... Friends Arena. I think it’s about 50,000-60,000* people  or something, that we can squeeze in to that room. That’s a fairly large audience. But theoretically I can reach the same audience from this room. Here, right now. If I put up a camera and I do something that have big enough wow factor and good enough marketing and good enough distribution. I could easily reach the same audience. The same amount of audience. So the ... benefits of streaming is scale and reach. The great benefit for me as the broadcaster is to actually to be able to adapt and change my performance depending on the interaction I get from the audience. The main tools we have for interaction is the live chat, the emoji reactions. But also I mean, the power of actually being able to gather a crowd. I mean that’s actually what we are measuring here. How much of a power do I have to gather a crowd at a given time and having their attention. If we are talking about culture what we are actually measuring here is attention. How much attention can we get. And how can we escalate that attention. So, I mean the dream broadcast I mean the dream stream it’s to ... get people sharing it when it’s happening. So I can get that viral thing happening and get my audience right now so blown away that they feel ‘I want to bring my friends into this, right now ... how can you miss this.’ I want – that’s the feeling I want my audience to feel. And then it accumulates ... then I can get the exponential effect. And one sharing gives me two more, then four, and six and then it just escalates. So, whatever happens inside of the video window that’s something I control as the producer. But what happens around is actually something that you co-create together with the audience. And if you don’t like it, you just turn it off. You just ignore it. But those people that want to have more immersion and want to participate and also share their opinions, experiences with the rest of the audience then we have created a crowd. I mean that’s actually ... co-creating this. Because they have my feedback, and my input from the stream and then what ever they are putting in to the interactive part. But that’s still just within my platform ... and welcome to social media and then we add a bigger spectrum so we can have what’s happening outside of this. If one viewer or participant is sharing the stream then they will probably add something or they are sending it to a friend, that will also add ... ‘You have to come in and watch this it’s so good, this is amazing.’ And since it’s a live stream it’s a one off. It’s only happening right now. And then ... that’s the spectacular part with live streaming. And it’s not bound to one room or one place it’s actually something that can spread globally. It doesn’t happen that often though because it turn out it’s kind of hard. I mean it’s like is has the digital, the live stream actually have the exact same problems as you have with the traditional stage. Or a traditional performance. How do you get the audience. Because we have a tendency to think that I’m an artist and it’s a privilege to watch my creation. Yeah, it turns out that the audience is thinking the same way. What should I spend my time on.