Live Streaming Concerts A Disaster In 2020
In my other profession, as an advertising guy, one on my clients places advertising through us to help tours for a variety of bands throughout the US and business has been on the quiet side, (to put it mildly). I had a zoom with him and a major streaming service yesterday and it wasn’t pretty. Discussing a major, major touring band who average two million tickets a tour and who this year plan a Livestream later this year ENTIRE TOURING NEEDS, the numbers were dire.
1 – the average cost of a ticket was $150, and now is $30.
2 – Usually, they sell 30% of their ticket during the presale, now they sell 70% of their tickets in the final two days: since the shows can’t sell out the fans don’t have to decide.
3 – since one size fits all, they are only performing once (a variation on this, some bands performing to both National and International audiences will perform the same show at different times)
But it isn’t even a palliative and having sat through one too many, I don’t blame fans for being indifferent. Even live, even with an audience in attendance (as in New Zealand who have returned to live concerts while the novel Coronavirus rages uncontrolled throughout much of the world) it isn’t even nearly the same. The only one I’ve seen that offers a unique experience was Travis Scott’s Virtual Reality on Fortnite (I’ve posted it before but see a sample at the end). Travis was worth the effort and it wasn’t a snap to buy, it was a pain. Worse, was Lil Uzi Vert, where I paid $15 and couldn’t get on the Tidal link.
The Lil Uzi Vert was THE THIRD time I bought a ticket and couldn’t get in. It stopped me cold.
If touring is still off till Autumn 2022, then it needs to be taken seriously.
1 – Pay the bucks to give an experience that isn’t, in effect, just a filmed concert. Virtual Reality is the way to go. The technology is simple enough to use, get with people and use it: Lady Gaga, Bad Bunny, other big time stars need to rethink their visual representation for the next year and they can use what they learn to move the live experience into the future.
2 – Advertise clearly what and where…
3 – Keep the sign up very simple, one platform, one hit, one ticket, one entry. I had to jump through hoops.
4 – Stop worrying about people sharing tickets. It isn’t so popular that people are gonna rip it off big time. Take the hits for an easier transition into the streaming venue. Now, if you try and use the ticket on your phone and something goes wrong you are toast and there is no one to complain to.
5 – Take it deadly seriously.
6 – Move away from the dreaded trial of Zod from Superman (1978), it is creepy and dumb and really hurt Jason Isbell’s livestreams.
7 – Make money. Do it for yourself not to help your fellow music people folks.
An audience will pay you for a livestream that is an easy to buy, easy to watch, complete experience. That is not Livestreaming and it needs to be in 2021.
