Guitar virtuoso Newton Faulkner had accumulated two number one releases, multiple platinum discs and a nomination for the Brit Awards, the UK music industry prize, by the time he was ready to record his fourth album.
The artist's challenge was how to innovate with the new release and engage his social followers in the lead up to the new album's launch.
Faulkner and his label, RCA - part of Sony, decided to open up the recording process, making it visible via cameras that were accessible on social media channels.
The 24/7 feed kept fans interested even in the technical demands of recording, thanks to a concerted campaign by Powter, Livestream and RCA.
In the five weeks of the live stream, the Newton Faulkner experiment attracted more than 50,000 visitors to Livestream and generated 505,822 pageviews. Visitors came on average for more than 11 minutes and 6% bought from the site. The initiative also created 10,000 Tweets and brought the artist another 2,120 Twitter followers.