Rhythm and Vines Protege: You Have Much to Learn, My Young Padawan

   With the increase in events and ‘happenings’ this summer there comes the equal escalation of event organisers to continuously stay ahead of the competition. One particular event that have gained a positive grasp on the various online marketing tools is one of New Zealand’s prized event; Rhythm and Vines (R&V).Over the next few days, Social Media NZ will be reporting back to you, our prized readers, the technological low-down of various online tools used extensively by the R&V team, that of which includes the festival's artists and DJs'/VJs', what they have found worked or didn't quite stick well with them with staying ahead within today’s cut throat music industry with the integration of technological changes and use of new media tools.The "R&V Protege" competition that was run earlier in the year leading up to the event is one example that illustrates the R&V team's innovative means in taking full advantage of social media platforms to leverage it.Rhythm and Vines (R&V), music festival that has been going strong since New Year’s Eve of 2003/04, is undoubtedly the most talked about event throughout the year and not forgetting, the winner of New Zealand Tourism Award’s “Best Festival/Event” 2010. R&V takes place annually within the beautiful setting of Gisborne's Waiohika Estate, that of which is one of the ‘first places in the world to see the sun’.Their latest addition to R&V earlier this year was the presentation of an exclusive nationwide search for the ultimate Protégé in which was creatively coordinated through the use of R&V’s audiences and their various social media platforms. The ultimate Protégé was in for an once-in-a-lifetime opportunity to receive a three-month paid contract to work on next year’s festival, $3000 in Amazon clothing, Panasonic equipment, and a VIP and backstage access and onsite camping for the winner plus five friends.A total of seventy-six entrants created and uploaded a video resume entry of themselves and was then submitted to the R&V Facebook fan page, under the tab “The Protégé”. Winners from the video entries were decided on how many ‘votes’ they received from their supporters with the discretion of the R&V team.After having submitted their video entry, each participant was then encouraged to market themselves by the use of their own social networks via the internet. Some entrants took to changing their Facebook profile pictures with their name followed by “-R&V Protégé”. Facebook events were also created, in which allowed your friend’s network to become involved and increase support. The entrants Facebook friend’s connections now stood a test of legitimacy over quantity.A couple of the video entries were also uploaded to Youtube that included links back to the real competition entries on the R&V page. Twitter however did not seem to have as strong a following compared to Facebook and Youtube.R&V has enticed crowds for eight years now from all around the world, the crafting of a competition such as the “R&V Protégé”, in my own opinion a great example of an organisation innovatively advertising their brand to newer audiences through the use of the social networks, in which is now made more easily available through social media platforms such as Facebook, Youtube and Twitter.Stay tuned for more updates over the few three days.