||What Stations Are Doing: CBS Radio to Webcast Live Concert from Vegas Resort
Poolside concerts with big-name acts from posh resort hotels are becoming popular at radio's two largest companies.
After Clear Channel staged the iHeartRadio Ultimate Pool Party at Miami Beach's tony Fontainebleau Hotel in late June, CBS Radio has booked breakout pop artists Robin Thicke, Jason Derulo and Sammy Adams to top the bill of its inaugural Summer Pool Fiesta (SPF) concert at The Cosmopolitan of Las Vegas on August 17.
With the Vegas Strip as the background, the luxury resort's Boulevard pool will play host to the star-studded event to be video-streamed live on CBS Radio's online radio portal Radio.com and on YouTube.
The company says its radio stations will give out hundreds of free tickets to the show, with many receiving a trip to Las Vegas, including travel and accommodations at The Cosmopolitan and exclusive on-site access at SPF.
In addition to giving stations a star-studded promotion and original content to fuel digital platforms, the pool parties also attract sponsorship dollars.
Clear Channel's Fontainebleau event was sponsored by Visit Florida while CBS Radio's SPF is co-presented by The Cosmopolitan, which has made music events central to its unorthodox marketing campaign tied to the slogan "Just the Right Amount of Wrong."
Live and on-demand concerts and other content on Radio.com are also part of CBS Radio's Amplify initiative, intended to give music fans a "deeper appreciation" of what they hear on the radio.
(Source: Inside Radio, 07/23/13)