P. Diddy Taps Into The Second Screen To Engage Music Lovers

P. Diddy Taps Into The Second Screen To Engage Music Lovers

P. Diddy's Revolt TV channel now has an online companion that encourages a seamless second-screen experience.

Daniela Walker
  • 19 november 2013

Sean Combs aka P. Diddy is adding an extra layer of immersion to his new multi-genre, multi-platform music channel Revolt, by launching an accompanying website, where users can interact with content in realtime while watching their television.


The site takes inspiration from other social media experiences, providing a constant feed of content rather than having longer format posts and different sections. It is intended to be a place to explore new music quickly, grasping the fact that Millenials have shorter attention spans. Keith Clinkscales, chief executive officer of Revolt, said in a statement.

With we’ve created an immersive experience for music sharing and discovery that focuses on social media and user interaction rather than programming alone. Similar to the network, is living in ‘perpetual beta’—always improving for an evolving brand and advertising experience.

The website provides a seamless experience between the television channel and the website, encouraging second screen interaction – the phenomenon of looking at two screens at a time. Indeed, one of the features is a split screen which allows viewers to watch a video and simultaneously keep one eye on the feed.


Conor Brady, chief creative officer at Huge, the digital strategy firm that created the site told Fast Company:

Understanding that this generation has a short attention span and a critical eye, we set out to make something that really works for them and that can run all day in the background, but that provides them with real value whenever you they want to dip into it.

Sources: Fast Company



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