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User-generated content — lifeblood of post-gig storytelling

On Friday 21 June 2019, Foals played the first of a pair of sold out shows at Alexandra Palace. Appearing to a 10,000-strong crowd touring the release of their fifth album, ‘Everything Not Saved Will Be Lost — Part 1’, Foals continued their reign as one of the UK’s most beloved bands, and one with a live reputation that precedes them.

Ally Pally was of course no exception (DIY; Clash). A cracking gig by all accounts. But don't take our word for it — take a look for yourself:

The power of UGC

We’ve all been there. Witnessing a moment in live music so amazing that we are compelled to document it. Not only that, but a moment so amazing that we also must share it — uploading it for the world to see. This urge to capture and share content is no bad thing, as user-generated content (UGC) can be incredibly powerful when put to work effectively.

A window into experience.

Live music is one of the most visceral and memorable forms of musical engagement, offering the rare opportunity to be connected with the people who perform the music we love. We are connected emotionally through performers engaging with the crowd, and also physically, at least for the lucky few at the front supporting the crowd-surf. And beneath all of this exists the social connection of a listening experience shared with a crowd.

For those of us not present — or for gig-goers reliving their night — UGC offers a unique window into this emotional experience. A single video can transport the viewer to the heart of a live event, to experience a highlight in near-first-hand.

what a moment. foals forever 🌸🏴☠️💗 @YnnsPhilippakis @jackbevan @foals

— josh (@joshminterr) June 21, 2019

An authentic connection.

UGC provides us with the first-person perspective, the view from the crowd, the view you might have had if you’d been there yourself. More than professional content, UGC allows the viewer to relate to and connect with the creator: “This is what the experience was like - see it from my perspective”.

Where professional content feels near-perfect in its quality and execution, UGC feels unpolished. For good reason: it comes from a real person. It’s authentic. And with that authenticity we give it a higher bar for critique. While many of us wouldn't stand for shaky gig videography if it were professionally produced, when it comes to UGC we willingly accept it as a testament to just how crazy it was in the crowd.

An opportunity to create.

With a camera in every phone and a phone in every pocket, the power is with conusmers to be creators and to make everyday moments and experiences stand out across social media, posting content for the world to not only see, but to like, share, upvote and repost.

Now more than ever, we're viewing experiences quite literally through the lens of others.

So what?

Experience, emotion, intimacy, authenticity, creativity. Sounds like something worth harnessing. Here's why we think UGC matters:

UGC and content storytelling

Properties like these make user-generated content incredibly valuable to brands, rights holders, agencies and publishers. But not in isolation. The real opportunity to engage audiences comes from drawing UGC together to create something new that tells a story.

Harnessing UGC to drive value

Presenting viewers with authentic content that captures the essence of an experience opens up an opportunity to reach them at their most engaged and most impassioned, with contextually relevant calls to action.

Blending calls to action with content that truly engages is what enables Amondo to deliver performances metrics that outstrip traditional media.

For more information about our project with Warner Music and Foals, drop us a line at

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