Originally reported by Pollstar
Read the original Pollstar article
The Square made its official debut in spectacular fashion with a surprise performance by Madonna in the heart of Times Square. The six-song performance introduced a new kind of live entertainment, media and brand activation platform designed to transform one of the world’s most recognizable locations into a stage for culture, content and experiential marketing.
Developed by Innovative Partnerships Group in collaboration with SL Green, The Square combines a live performance stage that opens directly into Times Square with an 18,000-square-foot digital screen and Square Stream technology, allowing audiences to experience synchronized live audio through their personal devices. The platform gives artists, brands and commercial partners new ways to create immersive experiences connecting physical audiences with digital audiences around the world.
The launch demonstrates how entertainment, sponsorship, media and brand partnerships can come together to create cultural moments with reach far beyond a traditional venue.
