Tiësto tests Twitter’s live-streaming powers


Didn’t know Twitter could do video? Tune into the trance DJ tonight to see something new.

It’s not easy to turn a living room into a rave. But if anyone can pull it off, it’s Tiësto.

The renowned trance DJ’s private concert tonight for the 2012 Consumer Electronics Show at the nightclub XS at Encore in Las Vegas will be streamed live on Twitter’s website.

The show corresponds with the launch of “In the Booth,” a 10-part series on YouTube that documents Tiësto’s career. The first installment, produced by Believe Entertainment Group, launches on Jan. 17, Mashable reported.

Really, this is just a chance for Twitter to showcase the capabilities of its new brand pages, which offer marketers a chance to display more than just a string of tweets. The 90-minute performance, scheduled to start at 10 p.m. Pacific Time, will be hosted on the pages for HP and Intel—and will play on repeat there for the subsequent 48 hours.

Live-streaming was perhaps the biggest development across social media last year. YouTube offered an an exclusive Coldplay concert that let users choose between camera angles; Noisey launched its Special Engagements series with Theophilus London; Pitchfork hosted four separate channels for Fun Fun Fun Fest; and Facebook broadcast two shows from Widespread Panic and an Austin City Limits taping.

The Sundance Channel previously posted an announcement of the world premiere of an episode of “Girls Who Like Boys Who Like Boys”, with a link to a video—an event many mistakenly described as a Twitter livestream—but the Tiësto concert marks the first time the site has actually broadcast video in this manner.

Of course, Twitter itself doesn’t actually host videos; its status updates are limited to text and photos, or links to videos. Arguably, Twitter is pushing the capabilities of its site by placing video on Twitter.com.

Further highlighting its advertising potential, the microblogging site has been actively promoting it today as a trending topic, #TeistoLive. That’s resulted in just over 500 mentions over the last 24 hours, according to Topsy.  

But will it actually be worth tuning in to?

It’s one thing to be strobing by yourself, quite another to do so while staring at a computer screen.

Photo by nestland

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