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Why Viacom Is Betting on SlimeFest, Clusterfest and Other Live Events

event. "Live experiences are a great avenue for feeding that need and helping to bring kids and their families closer together and closer to Nickelodeon." Quality control of the brand in live experiences is key, she also emphasizes. "Hiring outside vendors and partnering with experts like Live Nation for Slimefest is, for example, important for scale and credibility in a new space," she says. "But we also created a new division at Nick to ensure that the translation of our brand is always done thoughtfully and in a high-quality way. The Nick Experience is our internal team who oversees our moves into live and real-world experiences, and their job is to ensure brand consistency and to make sure everything we do is playful and quality and fun." BET is another Viacom network that has developed know-how with live events in the U.S. "The BET Experience was created to amplify the BET Awards and deepen the connection between our viewers and the content they love," says Scott Mills, president of BET Networks, ahead of the latest edition of the L.A. mainstay. "Now in its sixth year, the festival has grown in popularity and numbers, with 165,000 people attending each year for the last two years, and has galvanized consumers with the brand in organic ways, providing unbound access to talent, performances and one-of-a-kind activations."  Comedy Central is another Viacom network that has been expanding its live events business. Its second Clusterfest, which will feature Jon Stewart, Amy Schumer, Trevor Noah and the Wu-Tang Clan, among others, kicks off Friday.

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