A Not So Silent Night

A Hybrid Live and Digital Christmas Concert — Dec 2021

Introduction

Following the success of How Covid Stole Christmas, Vital Culture UK returned in 2021 with a hybrid format — bringing a live in-person audience back alongside a digital one for the first time.

Co-produced with KODH TV and MillTV, A Not So Silent Night platformed Northern artists across R&B, bassline, soul and more. It reached nearly 1,000 people across Twitch, in-person and online - and landed on the front page of the Yorkshire Post.

Project Overview

• Concept: Hybrid Christmas concert celebrating Northern music talent

• Execution: Live at MillTV studios with simultaneous Twitch stream. Ticketed (£7) with pay-what-you-feel access

• Scale: 8 artists, 23+ creatives involved, co-produced with KODH TV and MillTV

Key Features

• Hybrid format: In-person and digital audiences experienced the show simultaneously

• Northern talent platform: 71% Global Majority artists, 100% Yorkshire-based

• Interactive elements: Live chat, polls, and donations throughout

• Press reach: Front page Yorkshire Post, Telegraph & Argus, BBC Radio Leeds, BCB Radio

Outcomes & Feedback

• Featured in prominent outlets like The Yorkshire Post, Telegraph & Argus, and interviews on BBC Radio Leeds and BCB Radio.

What We'd Do Differently

• Start PR and marketing earlier to build audience in advance

• Tighten the running order to reduce scheduling gaps

• Build in a simpler feedback mechanism to improve completion rates

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