In the modern world of culture and influence, social media influencers and content creators seem to have the most pull in the market. With that scene being so closely intertwined with the music industry, and the lines being blurred on who’s an artist and who’s an influencer, labels will likely start to reconsider who ends up on payroll and is in attendance at these major tours.
The thing that most large companies want, which is not exclusive to labels, is narrative control around the ideas they are pushing. If teams bring livestreamers to tours and have them broadcast the whole experience live, it allows them to have an extra chance to leave an impression on fans in order to win them over and generate additional revenue.
It’s not purely about keeping narrative control, however. It’s also the most effective way to get new eyes onto your product. Even the World Cup, the biggest entertainment event on the planet, welcomed a performance from IShowSpeed before the final just in case there was a small amount of viewers that they didn’t already have due to the magnitude of the event.
It seems almost like something teams are likely to consider at the very least. It may very well be the natural progression of the music and media merge that is more present as time goes on. The two mediums have already provided so much musical benefit, why would they stop now? It’s a marketing tool that they haven’t tapped into, and one that could change the way tours are operated for the future.
By Chris Johnson