Reports: gigs

Livestreamed concerts are establishing themselves as complementary experiences, rather than replacements for in-person gigs. A picture of the average livestreamer — older millennials who are entertainment super-consumers — is coming into focus. Now, as the rise of social video coincides with the return of in-person concerts and festivals, user-generated content (UGC) at shows is joining the digital concert mix.

The live music industry has always had a slightly incongruous relationship with its recorded music industry cousin. Often having to tolerate the record labels’ business being called ‘the music industry’ and equally often, finding itself at the focus of consumer discontent over ticketing practices.

The prolonged decline of the recorded music business is a mirror opposite of the dynamic growth in the live music sector, which itself is just one part of a booming live event marketplace. In the age of content abundance, consumers increasingly value the scarcity of live experiences.