In late April, AF83 was approached by Vodafone to help them deliver a live concert for Madonna via the web and mobile devices. The concert, held in New York, marked the launch of her new Hard Candy album and tour and Vodafone wanted to stream the concert to 100,000 users across 14 different countries.
AF83, a French company based in Paris and San Francisco, already had a reputation for delivering sophisticated social networking and live Web solutions. At the time, their product Enlivement—a platform for live concert transmission over the internet—had been in production for a few months streaming concerts to roughly 7,000 simultaneous users. Enlivement mimics the concert experience on the Web, allowing users to switch between different live camera feeds and chat with each other.