Laura Marling’s exclusive livestreams — which have sold to capacity — suggest that scarcity could be the key to more-lucrative online performances for artists. “It’s about establi…
Marling will livestream the shows to a limited audience online, who have each paid $12 in order to gain access. Adding to the feeling of exclusivity, one of the concerts will be geo-locked for Marling’s North American fan base, while the other, played earlier in the evening, will be available only in the U.K. Salmon says the former show has “sold out,” while the latter is expected to do the same any day now. Naturally, this refers to ATC’s self-imposed capacity.
After Digital Mirage, among other subsequent events, DICE managed a livestream with rising Brit star and U.S. chart-topper Lewis Capaldi, who played a popular online set on May 16thTickets cost £5 each, with proceeds going to mental-health initiative CALM. The big difference with Marling’s shows is they will take place in a “proper” venue, and that those “many thousands” of tickets , sold at $12/£12 apiece, will generate tens of thousands of dollars for the artist and her team.
DICE envisages that paid-for livestreamed concerts like Marling’s will prove popular even after the traditional concert industry is back up and running — creating an enduring and meaningful new revenue stream for performers.
“There is a lot of gray area,” says Salmon, noting that his team is “deep in the trenches” in figuring out clearances for future exploitation of the concert recording. He adds, “The rights are slightly different depending on whether or not you’re broadcasting live, or if you’re delaying for broadcast because of geo-lock and time zones. There’s a wide range of ways that it could be looked at: Is this a public ticketed event? Our answer to that is yes.
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