While recording artists performed around the globe in the Live 8 concerts yesterday for millions at live performances and in front of their televisions, the staff at XM Satellite Radio in Northeast worked feverishly to bring the music of Annie Lennox and others to more than 4.4 million subscribers.
“When we heard about the concept, we signed up and got on board,” said Chancellor Patterson, the company’s vice president of corporate affairs. “We have [staff] on site interviewing world leaders and artists alike to make an entertaining story about the day.”
The company dedicated six of its 150 channels to the broadcasts with another channel getting highlights.
“Artists from around the world have gathered to draw attention to poverty and the rampant diseases in Africa,” said Mr. Patterson, 37. Live 8 “is meant to implore world leaders to dedicate funds to rid Africa of poverty and eliminate treatable diseases that are widespread, such as malaria and pneumonia.”
In addition to Miss Lennox’s performance from London, XM listeners yesterday also heard Bon Jovi perform the group’s 1987 hit “Living on a Prayer” and Will Smith in his hometown of Philadelphia singing “Gettin’ Jiggy Wit It.”
The Tragically Hip performed from Toronto, while Andrea Bocelli belted out favorites in Paris. Country singer Faith Hill was live from Rome, and Brian Wilson went on stage in Berlin.
Mr. Patterson said that 20 years ago, when Bob Geldof organized Live Aid, a fundraiser to help combat famine throughout the world, XM Satellite Radio wasn’t even in the incubation stage. Things are different today.
The strategy to broadcast from six cities around the world simultaneously gelled quickly, Mr. Patterson said. “We finalized everything four weeks ago, and then we came up with a broadcast strategy,” he said.
Yesterday, XM staff including engineers, on-air personalities and senior vice presidents hopscotched throughout the building’s second floor, where the station’s studios are housed to ensure all was going well and to catch a video glimpse or two of some of their favorite musicians and singers.
In the Live 8 Philadelphia studio, one of seven state-of-the-art studios with advanced video and audio equipment to monitor shows, co-hosts Tobi and Grant Random informed listeners about the scene outside the Philadelphia Museum of Art, where crowds gathered to hear Alicia Keys, Black Eyed Peas, Destiny’s Child, Jay-Z, Sarah McLachlan and more.
The crowds also heard a message echoed by many presenters.
“Please let your leaders know the time has come to make poverty history,” said actor Don Cheadle, who introduced rapper Kanye West.
“This is an unprecedented event,” Mr. Random said. “From our perspective, we’ve been planning for this rigorously. We knew on paper what was happening, but witnessing it, I don’t think any of us could fathom how big an event this would be.”
Tobi, a disc jockey at XM and the program director for XMU, a cutting-edge, independent-music channel, said Live 8 and XM’s role in broadcasting from around the world is what makes her job fulfilling.
“This is amazing,” she said. “This is why you’re a broadcaster — you serve as the liaison. It’s also what makes working at XM so special.”
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