Twitter today announced the world’s first creator-based video relay, #EveryCharacterMatters, which will feature more than 24 hours of continuous content from nearly 40 creators across ten different countries. #EveryCharacterMatters hits Twitter from 7:30am IST on Thursday 10 August.
#EveryCharacterMatters 2017 is the next stage of a creator-centered campaign that was conceived and debuted in India last year to celebrate local creators and users in a week-long live showcase.
The #EveryCharacterMatters video relay begins in Sydney on 10 August on top of the iconic Sydney Harbour Bridge, before moving on to Melbourne, Tokyo, Singapore, Jakarta, Mumbai, Bangalore, Chennai, London, Sao Paulo, Toronto, New York, Mexico City, Denver and Vancouver.
The content created for #EveryCharacterMatters will be as diverse as the talent taking part, and will range from musicians collaborating with their fans on their next track, creators showing the world what makes their city special, and expression about important issues through spoken word.
Keya Madhvani, Head of Music & Lifestyle Partnerships, Twitter India, said: “Creatives and creators have some of the most highly engaged audiences on Twitter around the world. Being able to reach out and engage 1-1 with your favourite artist, or with your fans is a unique and amazing experience on Twitter that they really can’t get anywhere else.
“The #EveryCharacterMatters initiative is a perfect example of how fans and artists can collaborate and connect on Twitter. We can’t wait to see what kind of crazy, hilarious, important and diverse stories we get during the #EveryCharacterMatters video relay, and we’re so proud that this incredible global project started in India and is now spreading around the world.”
Speaking about the campaign, Indian vlogger Anisha Dixit (@rickshawali) said: “Twitter is a great platform for creators because you get to interact with your followers and fans on a one to one level. I personally use Twitter mostly to talk to my fans directly. I’m taking part in #EveryCharacterMatters because my audience and my Ricksters mean a lot to me, so I’ll be letting my followers take the lead to tell me what I should be doing and I will film me doing those things, adding their Tweet to the video as well.”
“Twitter encourages free and original thought, it forges opinion, it agrees, it disagrees, it facilitates change. It’s exciting to be one of the 30 different creators from across the world that will open a window to our lives, cities, people and have a world full of people watching us LIVE and reaching out! It shrinks the world so beautifully,” added radio DJ Malishka Mendonsa (@MyMalishka). “I will be tapping into my follower base and asking them what they’d like to see and know about my vibrant city- Mumbai. And then like a true LIVE artist, I will take them there.”
Content from India creators will commence at 3:00pm IST on August 10 and will showcase creators from the world of travel, lifestyle, food, technology, sports and music, including:
- Malishka Mendonsa (@MyMalishka) exploring hidden parts of Mumbai live on Twitter
- Anisha Dixit (@rickshawali) sharing a video of herself being remote controlled by her fans’ Tweets for a whole day
- Nandita Iyer (@SaffronTrail) polling her fans with #TwitterTadka — a Periscope show where she’ll ask people to pick a dish via the poll results, which she will cook LIVE
- Ashwin (@c4etech) broadcasting live tech reviews as requested by fans on Twitter
- Jatin Sapru (@jatinsapru) broadcasting live interviews with some of India’s top women cricketers and taking Twitter users on tours inside their homes
- Shirley Setia (@shirleysetia) sharing some new lyrics and composing a new song live on Twitter
- Akasa Singh (@akasasing) running a live Q&A with her fans on Twitter
Digital creators from the Niche platform are also taking part from the UK, Brazil and India. Niche was acquired by Twitter in 2015 and is a community of thousands of social media creators, and a service that plans, executes and measures multiplatform campaigns for Twitter brand clients.
To help users add a little colour to their Tweets about the creator video relay, Twitter is also introducing a customized emoji. Tweeting an #EveryCharacterMatters emoji is easy; users simply Tweet the hashtag #EveryCharacterMatters, and the emoji will automatically be added to their Tweet.