I_#39_m friday / Shutterstock.com

Earlier this month, we wrote about Erykah Badu building her own livestreaming destination rather than using the big social platforms to reach her fans during the Covid-19 lockdown. Now we’ve got some more information about the technology she used to do it.

Badu’s partner was a startup called Maestro, which helps artists to create and stream shows from their own websites and apps, charging fans to attend virtually, and then getting analytics on those events and attendees. “We give artists more interactivity than Twitch with the ease-of-use and full customisability of Squarespace,” is how CEO Ari Evans is pitching the company. “You can give people exactly the experience you want, set the parameters for monetization you need, and own your audience data, creating opportunities to stay directly connected.”

Maestro has worked with music festivals including Ultra Music and Coachella in the past, as well as artists like Deadmau5 and Porter Robinson, as well as clients in the esports world.

Image by I_#39_m friday / Shutterstock.com

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