The execution of this idea was a web based partnership with Yahoo. The great thing about the site was the variety of content and experiences that we offered to our demanding teenage audience. These included ‘Live Up And Close’ exclusive gigs performed by bands such as Keane for the Venue and ‘Rerecorded’ which featured up and coming artists covering classic tracks. We even to The Venue to gigs and filmed our presenters giving out tickets to people who couldn’t get in!

After only six months we achieved 150m impacts, 600,000 video plays and built 200,000 unique users.

The Extra venue grew to be larger than the websites of London’s largest commercial radio station and the NME Britain’s definitive music magazine. 70% of site visitors rated it as having ‘Loads of cool stuff on it.’