There’s a consensus that as physical concerts return, we’re going to see livestreaming continue alongside them, in a hybrid model where fans will be able to watch online (often paying for it) if they can’t make it to the concert. That requires venues to have the necessary technology in place, though.
Live Nation and Veeps, the livestreaming startup it recently took a majority stake in, are helping dozens of venues in the US with that. The companies are working with more than 60 venues to get them set up for livestreaming, including The Wiltern in Los Angeles, which is launching a series of 10 livestreams on Veeps next month according to Variety.
“Now, with the flip of a switch, every artist playing in these venues can make their show a global event,” said Veeps co-founder Joel Madden. Note, Live Nation and Veeps are not alone in doing this. At the NY:LON Connect conference earlier this year, YouTube’s head of artist partnerships and live music Ali Rivera talked about the legacy effect of last year’s Save Our Stages Fest in the US, for which YouTube was the tech partner.
“Part of Save Our Stages was wiring over 20 venues across the US with livestreaming technology, so the idea is really to allow them to livestream into the future, to be self-sufficient and have another revenue stream,” said Rivera. “We tried to get the venues set up at a very basic level… hopefully inspiring other venues to get set up for long-term success.”
Could these partnerships cause some tensions in the future? For example, are venues outfitted by Veeps or YouTube able to use that technology to stream live on other platforms? If an artist wanted to make all their concerts available as livestreams through a particular service, would they have to route their tour to venues that have partnerships with the same platform?
Even so, if we are moving into a hybrid physical/livestreams era for music concerts, getting the necessary technology (and the experience of using it for staff) into venues is an important first step. We suspect many will be looking into doing it themselves, but if technology companies are popping up with offers of kit and funding, they’re likely to meet a warm reception.
Image by Piotr Swat / Shutterstock.com