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LoveLive to Give Pop Superstar Robbie Williams Fans an Intimate Glimpse of His Life on the Road With Revamped YouTube Channel

(04 Jul 2013)

LoveLive, the leading music content specialist, has today announced that it has been commissioned by ie:music,Robbie Williams’ management team, to evolve the pop superstar’s YouTube channel into a global hub for fans to enjoy a fresh new look at Robbie from behind the scenes.

The LoveLive team will be responsible for the management of the channel in partnership with ie:music, in addition to an ongoing content strategy which aims to make it the preferred destination for fans who want a unique look into Robbie Williams’ life as an international music icon. 

The video content will reveal another side to Robbie beyond the stage and his music promo videos. This will include exclusive interviews; fly on the wall moments and short-form videos which will be featured on the new channel.

By analysing trends in the viewing behaviour of fans watching Robbie’s videos, LoveLive will have an all-encompassing view of what videos work best on the channel. This will help to optimise the overall strategy and ensure long-term growth of subscribers to the channel. The ambition is to proactively provide a home for fans where they can find and watch exciting scenes of Robbie’s exuberant personality and viewers can expect exclusive and intimate videos this summer from Robbie’s ‘Take the Crown’ European Stadium tour.

Toby L, Creative Director, LoveLive said: “We are thrilled to have been chosen as the specialist company tasked with strengthening Robbie’s presence on YouTube. As part of our ongoing channels and D2C endeavours, we are handpicking some of the world's leading names in music to assist on both a strategic and/or production level, and Robbie is the first of more artists to be announced as part of our ongoing work - stay tuned for the next artist to collaborate with LoveLive."

Matt Proud, Head of Digital, ie:music said: “Robbie’s refreshed YouTube channel will give fans an even closer look into all aspects of his life: on-stage, on the road and at home. We are looking forward to working closely with LoveLive to help strengthen Robbie’s digital relationship with his international fanbase by creating an ongoing stream of golden video content straight from the heart of the action. Together we want to continue to expand his stature on the YouTube platform to become the number one destination for Robbie Williams fans across the globe.”

To see inside the life of Robbie Williams and to watch his latest videos, visit his official YouTube channel 

About LoveLive

LoveLive is the leading provider of high-quality music content and associated services for brands, broadcasters, digital platforms and labels; combining unique access to music rights with digital and marketing capability to create original, authentic and compelling content and campaigns, delivered across a variety of channels.

Established in 2008 by industry entrepreneur Richard Cohen (CEO), LoveLive is run as a partnership together with Sam Jones (COO), former Warner Music Group International Marketing Manager, Toby L (Co-Creative Director) and Tim Dellow (Co-Creative Director), following the acquisition of their online music publication and production unit Rockfeedback in 2009. It is a complementary team that sees Richard and Sam lead all aspects on the business side, including commercial development and strategic direction, while Toby and Tim have responsibility for music policy and creative output. 

As the music industry sees traditional revenue streams decreasing, LoveLive is actively creating new and incremental income opportunities for music artists and record labels by bringing them together with brands and broadcasters on innovative, credible and mutually beneficial projects. The company boasts unrivalled access to music rights and artists through its unique relationships and agreements with the major music labels: EMI, Universal, Warner Music Group and Sony Music Entertainment; as well as a host of smaller and independent labels, and owns the largest independent live video catalogue in Europe with all rights cleared for distribution to TV, web and mobile devices. 

In the few years since its formation, highlights for LoveLive have included: the Global album launch of Adele, produced industry first Pay Per View events for Florence + The Machine and PJ Harvey, created the McFly On The Wall TV format for Channel 5, co-produced and developed The Black Cab Sessions USA, and produced six seasons of Rockfeedback Presents on Channel 4. In the past year alone, the company has delivered for a second year, Ford’s innovative Bands In Transit campaign, launched the LoveLive YouTube channel, which has exclusively live streamed a number of performances from international artists such as Plan B, Rihanna and Madonna. Since its launch six month ago, the channel now hosts over 130,000 subscribers. LoveLive also successfully partnered with BT to manage film and deliver all music content across the BT Vision stage at the BT London Live concerts in Hyde Park for the Olympics.