Zoe Scaman Profile picture
25 Oct, 11 tweets, 4 min read

Last night, Billie Eilish smashed it out of the park with her ticketed livestream event 'WHERE DO WE GO?'

It was an absolute masterclass in multi-media, fan-fuelled, hype-driven, insane quality entertainment.

The event was priced at $30 a pop, a lot for her young fans in the midst of a pandemic, but it didn't prove a barrier for their love of Billie.

She worked with Spotify to tease content ahead of the event, releasing fan-focused ltd edition merch


As well as a number of other partners to ensure that the lead up and the hype was absolutely unmissable.

Verizon, Postmates, Global Citizen.


Ahead of the event in the 'interactive waiting room', she focused her efforts on using her platform to promote the importance of voting, with an addresses from Jameela Jamil, Alicia Keys, Lizzo and others.


As well as an address she gave herself, against the backdrop of 'no music on a dead planet'


The performances themselves were beautiful, dark, magical, mesmerising creations.

Just another level, in every way.


And of course, live fan involvement was critical, helping her devotees feel a part of every single moment.


The entire performance was live, nothing pre-recorded and it honestly blows my mind.

Billie just set the benchmark.

Good to luck to anyone trying to top this anytime soon.

And before anyone asks - YES, THIS ABSOLUTELY TOPS Travis Scott x Fortnite.

Insane 3D visuals, entirely live, an invitation into Billie's uniquely dark and stunning world, seamlessly interwoven commerce throughout, a true harnessing of fandom AND a call to arms to vote.

Also, I was writing a deck on world building & fandoms the other day that was focusing on BIllie - this is her starting to create & shape a more fully-rounded & immersive world for fans to dive into.

Don't be surprised if this is just the start.

More in-depth coverage of the whole thing can be found on the High Tea newsletter, they've done a great write up of it.


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More from @zoescaman

30 Aug

In a talk I did earlier this year about big entertainment trends that were rapidly reshaping the wider landscape, I mentioned that the boundaries between content, commerce & community would soon be blurring into one.

Well, I wasn't far off...

This fantastic deep-dive presentation details the new formula that makes up what they've coined 'interactive ecommerce' - combining recommendation, community & entertainment.

It then delves into the best example of it in the world today, Pinduoduo


Pinduoduo is an incredible company, with a totally new model, that's seen them go from zero to $100 billion in five years.

Explore this great long read on them by @TurnerNovak

Read 5 tweets
18 Aug

The advertising industry should be quaking in their boots right about now.

Because they are being intensely squeezed on all sides - creativity, content & distribution

And I'm willing to bet that most can't even see what's happening & how fast it's coming around the bend

On one side, you've got the Gen Z/TikTok creators who are making their own insane content with unrestricted imagination, limitless experimentation & platforms that can push it out to millions, making them an overnight success.


On the other side, you've got gigantic content & distribution powerhouses getting into the agency game, bypassing the industry players & offering brands everything they'd want & more, all tied up with a shiny bow.

That's right, please welcome Disney CreativeWorks
Read 8 tweets
13 Aug

Today, Epic Games pulled off a massive 'fuck you' to Apple by bypassing the iOS payments demand of 30% commission for in-iOS payments, by offering their own Epic Payments option that was both easier AND 20% cheaper - as a push back against Apple's gatekeeper status

In response, Apple pulled the Epic/Fortnite app from the app store altogether, because to NOT do so, would be to open up a challenge from all apps/brands within iOS against commission fees.

BUT in a genius move, Epic released a 'Free Fortnite' ad modelled on the famous Apple 1984 spot, as a parody but also a challenge to Apple's ongoing supremacy.

Watch this space, this fight has only just begun.
Read 7 tweets

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