By Dana Sedgwick

Event producer Live Nation has teamed up with Ford Motor Company to release a reality series called “The Rider Challenge” featuring The Lumineers, Kid Cudi, Fall Out Boy, Edwarde Sharpe and the Magnetic Zeros, and Fitz & the Tantrums. It’s the first attempt by Live Nation to produce original content for the internet and given the rumored $5 million they’re spending on the 18 episode series, they’re betting high.

The show, which debuts September 30th and will run through November, follows six teams in a competition that spans from Las Vegas, to Seattle, San Francisco, San Diego and Los Angeles. In each city, the teams race to fulfill a”rider,” a list of items an artist has requested be present in his/her dressing room. These items range from the expected – bottles of water, snacks – to the seemingly absurd.

If you can’t comprehend how absurd, check out Noisey’s list of “The Most Ridiculous Tour Riders in History.” Brittany Spears’ has famously requested items like Mcdonalds hamburgers (without the buns) and a framed photo of Princess Diana. Prince insists that all food be wrapped in clear plastic film, to be unwrapped only by him. M.I.A. prefers vitamins, dried mangos, a bottle of absinthe and “three women to dance on stage wearing bull body burkas.”

We’ll have to see how difficult the riders for the participating artists are – scenes from “The Rider Challenge” preview tease at tense moments with remarks like “I’m scared that they’re going to be there before we are,” and “We’re already far behind.”

For Live Nation, this is a chance to engage an audience of concert lovers and show them a unique look at what really goes on behind the curtain.

“The behind the scenes work that goes on at a concert is something fans rarely have the opportunity to see and we think it will make for exciting viewing on the digital and social channels available to us and Ford,” – Kevin Chernett, executive VP, Live Nation media and sponsorship. (via Variety)

Ford on the other hand is no stranger to content marketing – integrating their product directly into content rather than interrupting content to promote their product. Along with being a returning sponsor for American Idol, the company has already produced successful web-based projects such as “Focus Rally: America,” Fiesta Movement” and “Escape Routes.”

Ford’s original programming efforts have proved to be an effective method to engage with younger car buyers who already tend to establish their buying practices online. “The Rider Challenge” in particular denotes an interest to reach out to the highly desirable “millennials.”

“The new Fiesta is all about taking fun and efficiency further, and we feel that the tour lifestyle and this creative competition provide a great backdrop to bring the vehicle to life for music fans,” said Crystal Worthem, manager of brand content and alliances at Ford. (via Variety)

One reason why Live Nation is betting big on this series is that, unlike tour related marketing which can only reach so many people, original content has the potential to reach millions of viewers. The diverse bill of artists points to a decision to appeal to a diverse audience of viewers. The series is hosted on livenation.com where fans can also take part in the competition, answering the question “What’s On Your Rider” via Instagram for the chance to win a VIP concert package to a Live Nation event of their choice.

Even though the series has yet to debut, Live Nation says they’re already looking in to the next evolution of this idea. According to Russell Wallach (President, Live Nation Media and Sponsorship), the division has “two or three other shows we’re working on.” These will also likely capitalize on taking “portions of the incredible content and experience happening at a live event and sharing that with millions and millions of people who aren’t there.” (via NY Times)

Winners of “The Rider Challenge” will receive a Live Nation “All Access Pass” along with a new Ford Fiesta. You can check out the teaser, as well as enter the contest yourself, here.

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