Since the
launch of iTunes in 2003, there have been a number of boding occurrences
throughout the entertainment industry, suggesting a massive swing in
operational momentum. We’re far removed from the days in which artists had to
format their content based on what would sell best. With the inception of
social media aggregators and video streaming sites, companies are adapting
their strategies, employed to connect with primary and tertiary demographics of
consumers. This particular pattern of innovation has recently branched into the
world of live events, namely concerts. With live streaming aggregator start-ups
like EvntLive, Stage It and WeLiveLive, the focus for many artists and their
teams is to utilize alternate media outlets to shop their content to prospective
fans.
In an
interview published by Billboard.com,
co-founders of EvntLive, David Carrico and Judy Estrin, spoke on the
inevitability of concert streaming becoming the next captivating concept that
stretches the boundaries of entertainment. Estrin made the point that, with the
myriad of technological advances associated with data transfer (industrial and
consumer statistics considered), streaming is a cost-efficient and
aesthetically beneficial avenue to pursue in expanding the demographic one’s content
is exposed to (Peoples, 2013). Independent live streaming aggregators like
Stage It are a byproduct of this knowledge.
The
crossover between live events and live streaming is also very heavily
enthralled in its beta period around the market. In April of 2014, Yahoo and
Live Nation Entertainment announced a joint venture in which Yahoo would stream
365 of Live Nation’s concerts over the proceeding year (Hampp, 2014). Billboard
got a comment from Live Nation CEO Michael Rapino informing the rhetoric behind
the move. He explained that the production costs associated with filming a
concert have gone down since the glory days of HBO concert series. With this,
the monetary benefits of a pay-per-view format will more than compensate for
any losses incurred during rebranding.
