Your clients and fans don’t always have access to industry events, so it’s tempting for a small business to want to bring viewers along for the ride with live streaming. When allowed, it can be a unique reason for followers to come back and engage with you. But some live events prohibit live streaming, while others have inconsistent or even non-existent policies.
At global “fashion weeks,” brands and vendors of all sizes interact and live streaming is part of that scene now more than ever. Small Business Trends interviewed three professionals about live streaming versus live events and the issues involved.
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Small Business Trends: When live events are hosted, what can and can’t be live streamed?
Tony Drockton: We have two large live events per year and we encourage all types of social media to increase our brand’s awareness. Our next Hammitt Event will say, “Thank you for sharing our event. Post-Snap-Stream Away.” For other brands’ events, maybe you’ll see reminders like: “Before you Stream, Check with the Scene” or “Thinking of Broadcasting The Event? Please don’t, Just enjoy the show.”
Dr. Tabasum Mir: I have a CBS podcast, GlamMir, and in November 2015 CBS told us we couldn’t live stream any segment of the shows. I really enjoyed doing it, as I was able to get live feedback from the Periscope followers. But, now, I totally understand the problem of live streaming. If you live stream, then those people are not likely to tune into the podcast, and download. So basically live streaming your radio show can actually hinder the success of that show.
Katya Bychkova: My opinion about this matter is you need to ask the company who invited you to the show if it’s okay to scope “behind the scenes.” Most of the time, they will say yes. But if they have some concerns, do not force it and just record outside of the venue. For instance, try creating a street style scope where you interview people on what they are wearing.
Small Business Trends: It seems the gray areas won’t go away anytime soon. Will we ever see consensus in the fashion and beauty industries about live streaming policies? Let’s hear some predictions.
Dr. Tabasum Mir: My favorite live streams were from New York Fashion Week. I had a lot of front row access to the shows and was able to live stream right from there. I don’t know how much longer we will be able to do that now. I have several insiders I know that run NYFW, and nobody has said we can’t, but I don’t think it’s encouraged.
Tony Drockton: As fashion brands move toward a “Show Now/Sell Now” fashion calendar, they will all allow and even encourage streaming. Tom Ford and Burberry announced “Show Now/Sell Now” on February 5, 2016 for Fall 2016. Until that time, I think many brands will still not allow it in an attempt to avoid overexposure of collections well before they ship. There is not one cohesive L.A. Fashion Week in my opinion. Events are scattered and no one venue or sponsor supports a coordinated voice here.
Katya Bychkova: Last NYFW season, nobody really knew about legal regulations that go into scoping at the shows. There were no articles online about this topic, and lawyers who I tried to speak to about it were not sure what Periscope was. A few weeks after Fashion Week was over, I heard people freaking out wondering if their recordings were legal.
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About the Guests
Tabasum Mir (@Tabasum)
You know Dr. Tabasum Mir from the Emmy Award winning Bravo TV show The Singles Project and the CBS podcast GlamMir. The New York City based dermatologist interviews celebs, experts and brands in the health, beauty, fashion, entertainment and lifestyle industries. Tabasum was also a panel speaker at the Periscope Community Summits in 2015 and 2016.
Tony Drockton (@TonyDrockton)
Tony Drockton is a native of Parma, Ohio and has an MBA from Bowling Green State University. He is the creative mind behind Hammitt, with a primary goal of creating a successful American brand built on the European model where design and craftsmanship lead, product is made to order and pricing is never discounted. He is involved in Junior Achievement, Habitat for Humanity and giving back.
Katya Bychkova (@StyleSprinter)
Katya Bychkova is a fashion and beauty blogger for @StyleSprinter in New York City. She studied journalism at the Moscow State University, where she won the competition organized by the International Confederation of Journalists’ Unions. Katya does weekly joint Periscope broadcasts with fashion designer Alissa Chapman, who will be a future guest on Livestreamed Livelihoods.
Images: Tabasum Mir, Tony Drockton, Instagram
This is part of the Small Business Trends Livestreamed Livelihoods interview series featuring sessions with today's movers and shakers in the livestreaming world.More in: Livestreamed Livelihoods