Johnson’s Appointment Adds Unique Expertise as First Tube Deepens Live Event Offering

First Tube Media (FTM), a live event content platform for brands, has just announced the addition of Richard Johnson to its board of advisors. Known throughout the music and technology industries for his unique foresight regarding music, technology, and media, Richard will be instrumental in advancing many of the efforts of First Tube Media.

Johnson is the Founder and CEO of Eastlake Consultants, a full-service firm specializing in new media and technology. He is also the Co-founder and former President of Qello, a premier, on-demand, OTT concert streaming service that has been used by music fans across more than 160 countries. While at Qello, he developed and managed relationships with major and independent music labels, as well as distribution partners like Apple, Amazon, and Google. In December 2017, Qello was acquired by Stingray Digital, where Johnson became its first Head of Global Strategy.

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“The landscape for premium video content is changing rapidly and Richard has been at the forefront of this evolution for the past 10 years,” says Andrew Beranbom, Co-Founder & CEO of First Tube Media. “We are excited to tap into that experience as we continue to go after this massive market opportunity.”

Richard was an early innovator, identifying the transformation of linear content to digital video. Under his leadership, Qello secured global OTT rights in the music space years before other companies identified these trends. Using this vast experience, Richard will be responsible for shaping and guiding FTM’s business and partnership strategy by expanding the company’s relationships with existing and emerging content platforms, live event creators, and the music industry.

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In addition, FTM has just launched its Live Event Marketplace. This new platform aggregates a wide range of live event IP, which brands can sponsor and use to create exclusive branded content. Brands are able to easily search and understand the analytics of the featured live events and gather insights about their audiences. FTM can then work with brands to define their storytelling and content programming, which the company operates at full-service. This includes strategy, talent curation and rights management, event production, content production, influencer activation, media management, and proprietary analytics to track the ROI of a live event brand campaign.

“Through First Tube’s innovative product and service, we now have the ability to connect creators and brands through a platform that provides unique benefits to both sides,” says Johnson. “I’m incredibly excited for this opportunity which will have an immense impact at a pivotal time in live content and advertising.”

Skullcandy, an audio and gaming product company, is one of FTM’s first brand partners and successfully executed an innovative 25+ live event music strategy in 2018.

“Skullcandy set out to support emerging artists and provide rich, always-on content with our Now Feel This program. Our partnership with First Tube helped us achieve our goals by engaging millions of music fans,” said Jessica Klodnicki, CMO of Skullcandy.