Snoop Dogg, Demi Lovato help AOL execs pull off a 'new kind of NewFront'

NEW YORK -- AOL changed up the standard NewFronts experience on Tuesday with its over-the-top presentation/block party for advertisers, press and consumers. 

Rather than just have executives discuss programming over sizzle reels, the tech giant decided to go all out. The theme was "AOL Access: A New Kind of NewFront" -- the event was meant for everyone to experience.

Original image has been replaced. Credit: Mashable

AOL is notably one of the first digital publishers to shy away from the typical NewFront format, which mostly mimics TV Upfront presentations.

One marketer in the room even commented that AOL's entire set-up likely cost somewhere in the millions to pull off. 

But for execs, it was worth it.

"This year we talked about how we could bring something new and fresh to an audience -- a consumer -- but also obviously the professional community," Jimmy Maymann, AOL's Executive VP and President of Content and Consumer Brands, told Mashable. 

"It's really pushing the boundaries and I think that's always what AOL is about. Obviously if we want to keep growing and disrupting and innovating, we can't be afraid of breaking convention."

"It's really pushing the boundaries and I think that's always what AOL is about."

The NewFront came just over a year after Verizon's $4.4 billion acquisition of AOL.

Since then, the company has bolstered its efforts in creating video content for each of its individual brands geared towards various audiences. It has also acquired a minority stake in AwesomenessTV and a joint venture with Hearst in purchasing Complex Media. It also broke into virtual reality with the acquisition of RYOT.

The biggest news to come from the press conference: AOL's live interview series, AOL BUILD, is opening a ground floor public-facing studio for future productions in the fall of 2016 in in the heart of downtown New York City.

The studio -- which will be 13,412 square feet -- will be equipped with state-of-the art technology, designed to shoot in 360-degree video.

"I think this move affords us this incredible opportunity to be part of the community and really amplify," Suzanne Lindbergh, Senior Vice President and General Manager of AOL BUILD, told Mashable. "This platform is really about celebrating culture, and engaging and connecting influencers to their consumers in an intimate setting."

As part of a demonstration of BUILD's programming, Colin Farrell and Ariane Labed -- stars of The Lobster -- participated in a live interview in a build-out replica of the new studio.

CEO Tim Armstrong also said AOL will release 20 brand-aligned originals this year.

But perhaps more impressive than the smaller press event: AOL's 4-block party around the Seaport District.

This Tweet is currently unavailable. It might be loading or has been removed.

Thousands of attendees flocked to the blocked off area after work to enjoy the open bars, free food (ranging from tacos to ramen burgers) and AOL-branded booths.

The purpose was to have visitors experience all AOL's brands in person. 

For example, Verizon's go90 had a booth set up for attendees to partake in Ben Affleck and Matt Damon's cross-country-chase reality competition series The Runner, which debuts on go90 this summer.

TechCrunch, another AOL property, offered drone racing at its booth.

To end the over-top-evening: Snoop Dogg (featuring a guest performance by Wiz Khalifa) and Demi Lovato performed.

This Tweet is currently unavailable. It might be loading or has been removed.

A new kind of NewFront indeed.

Have something to add to this story? Share it in the comments.