Channel 4 is to run 31 simultaneous live streams of Red Bull Revolutions in Sound, a one-night takeover of the London Eye dedicated to celebrating UK club culture.
The deal marks the highest number of live streams the broadcaster has ever hosted, and will kick off tonight (Thursday 14 November) at 7.30pm.
Each live stream that runs on Channel4.com will be broadcast from one of the 30 capsules on the London Eye, representing more than 100 DJs and artists including Lily Allen, Rudimental, Goldie, and Gilles Peterson.
Channel 4’s own music event House Party will also feature, with DJ EZ and CJ Beatz hosting one of the capsules. Meanwhile internationally renowned club and radio DJ Annie Mac will host the night’s highlights live throughout the event from London Southbank.
The broadcaster will also film an exclusive ad featuring Mac filmed from the Southbank, which will run ahead of the event’s launch across Channel 4’s portfolio of channels in a “roadblock” premiere ad break.
It will also use social media channels to drive viewers to Channel4.com, and Twitter followers can follow the tweets @C4HouseParty.
The show will also stream on YouTube.