We’ve heard lots about streaming playlists being ‘the new albums’, but what about playlists as the new live-music brands?

Spotify and Live Nation have teamed up to turn the former’s RapCaviar playlist into a series of six hip-hop concerts in the US and Canada, starting with a gig headlined by trap star Gucci Mane in Atlanta.

Further concerts will take place in Chicago, Houston, Los Angeles, New York and Toronto. “Special Spotify superfans” will get a day’s jump on the general sale of tickets for the concerts.

“This is an important milestone for Spotify, for RapCaviar, and for hip-hop in the streaming age,” said Spotify’s hip-hop boss (and RapCaviar curator) Tuma Basa in a statement.

With its 7.1 million followers, RapCaviar has already been one of the guinea pigs for another new Spotify initiative: exclusive videos embedded into Spotify’s playlist format.

Clearly, a number of Spotify’s other big in-house playlists could follow RapCaviar into the live world. What about its personalised playlists though?

We’re abuzz with thoughts about how something like Discover Weekly could work as a live event, with an algorithmically-picked audience convening for a night of new music that their tastes suggest they’ll enjoy…

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