We wrote earlier this month about L Devine’s inventive ‘URL Tour’ in which she held livestreams on Instagram, Twitter, Facebook, TikTok and YouTube, as if each platform was a stop on a tour. Now US duo Lion Babe have put their own spin on a digital tour with ‘Around The World At Home‘. It’s based on only one platform, Instagram, with each date taking place on a different venue’s Instagram profile (for example, Hackney Oslo for the UK date on 2 May).

There’s geo-detection being used on the website to encourage fans to only sign up to the date in their own country, and besides the performances there’ll also be a virtual meet’n’greet. The ‘virtual world tour’ also has its own merchandise line. Lion Babe is working with agency MetaBlocks on the tour: its blog post with more details is here.

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Stuart Dredge

Music Ally's Head of Insight

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