Concept & context

• ABGT050 was the landmark 50th episode of Above & Beyond’s weekly radio show, Group Therapy (otherwise known as ABGT), which has 30m listeners worldwide
• The event was a live radio show and headline event, Above & Beyond’s biggest show of 2013 and the biggest Group Therapy show to date
• It was a sold-out 10,000 capacity event at Alexandra Palace Pre-event activity 1) Countdown
• Countdown via www.aboveandbeyond.nu and social networks from 50 days to go – in the form of countdown banners and key ABGT milestones which were posted on social networks every five days 2) Interactive initiative – #MYABGT050 competition & Google+ Hangout
• We ran a #MYABGT050 competition to win a Google+ Hangout with Above & Beyond (their first ever Google+ Hangout)
• Fans entered by creating ABGT050 photo and video content on Instagram and tagging their entries with the hashtag #MYABGT050

In-event activity

-Online hub
• Designed and developed in partnership with LessThan3 and hosted at http://www. aboveandbeyond.nu/abgt050. The hub broadcast the live radio show, and also displayed pages containing the following content: » Instagram photos tagged with #ABGT050 » Tweets tagged with #ABGT050 » Live chat functionality » Exclusive messages from Above & Beyond to fans » Live photos from Alexandra Palace » Artist pages » Anjunastore page » Skype message page

Post-event activity

-Content
• iTunes podcasts of each artist’s set went live the day after the show
• Two days after the show we launched an Above & Beyond SoundCloud partner profile at the same time as uploading the A&B ABGT050 set, containing 16 brand new and exclusive tracks
• Official photo album uploaded to Facebook
• Fan photo booth album uploaded to Facebook, where fans were encouraged to tag themselves
• New Above & Beyond track, ‘Mariana Trench’, which had its first play at ABGT050, was uploaded to YouTube on 1st November after premiering on ABGT
• ABGT050 artist interviews (there were five supporting artists who DJed on the night as well as Above & Beyond) were put live on YouTube straight after the show ended and promoted on social networks throughout the following two weeks
• Still to come: official aftermovie

-Promotion of upcoming album
• Video of Above & Beyond’s acoustic version of ‘Sun & Moon’ being played at ABGT050 – a track taken from their forthcoming Acoustic album – was uploaded to Facebook at the end of the show, then YouTube two days after the show