By Chloe Stokes
When Severe Tire Damage became the first band to perform live on the internet in 1993, it was practically by accident. The band was playing a small show at a research and development center in Paulo Alto, when engineers in another room wanted to test out new internet broadcasting technology. At the time, no one could have believed that The Rolling Stones would be doing the same thing the following year. The concept of concert streaming seemed somewhat foreign in the beginning, as Mick Jagger opened with, “I wanna say a special welcome to everyone that’s, uh, climbed into the internet tonight.” While the technology that initially allowed bands to stream audio and video is now used for more commercial purposes, new technologies have arrived that allow anyone to live stream from their smart phone.
Microsoft executive, Rob Glaser, founded Real Networks in 1995, a company that would later launch the first streaming video technology. That same year, the first symphonic concert streamed over the internet, featuring The Seattle Symphony and several famous rock musicians. Although Microsoft and Apple originally focused on creating programs with remote streaming capabilities, newer technologies allow for streaming directly through the internet. YouTube has implemented live streaming service to users, allowing them to watch content from their favorite artists, as well as new musicians. Powered by YouTube, the first live stream occurred in 2008, changing the way we experience entertainment forever.
While some musicians and executives have a hard time embracing new technology, others believe that it provides endless opportunities for established and new artists alike. “Webcasts are the new radio broadcasts of the ‘70s and ‘80s,” said Scott Bernstein, Editor in Chief of Hidden Track. “If you’re going to play different shows each night, bands will find themselves with a new income stream by offering pay-per-view webcasts.” And what if you’re not Phish or Umphrey’s McGee, who vary their setlists each and every show? “Bands like Slightly Stoopid, whose fans are chomping at the bit to watch a show from home, might as well offer a free stream and team up with a sponsor to foot the bill.”
Wesley Hodges handles marketing for The Mint, a music club in LA that’s recently hosted the likes of Ryan Adams, Ben Harper, Macy Gray and Jason Mraz, as well as many up-and-coming bands, such as The Ten Thousand. He is also a big proponent of live concert streaming (and often writes on the subject at LiveMusicBlog.com). “We just recently started streaming 2-3 shows a week through ShowGo.TV and so far its been great marketing for the club and for the bands.” The club is looking to re-build the brand on the national level and is hoping live concert streams can help.
Now that live streaming has proven itself to be a legitimate source of additional revenue, musicians and sponsors worldwide are intrigued by the technology. In 2010, VEVO and YouTube partnered with American Express for a series of live-streamed concerts, called “Unstaged: An Original Series from American Express.” The series featured artists such as Arcade Fire, John Legend, and Coldplay. Not only was this series streamed live through YouTube, it was also available through the Live Nation phone application, which allowed viewers to stream the concert directly to their phone or tablet. The success of this concert series prompted American Express to sponsor several other live streaming events, which encouraged other brands to do the same.
It seems that live concert streaming creates several opportunities for musicians, as they can analyze the data that accompanies the views. For instance, if a band is streamed repeatedly in a certain area, the band now knows to visit that area when they go on tour. This will result in higher ticket sales and a greater fan base, while they profit from the live streaming. Aside from this, streaming allows fans to virtually attend concerts even if they aren’t physically able to. Those with injuries, disabilities, or a lack of funding can always opt for a virtual concert to make things easier. The brands that sponsor live streams also benefit, as they are able to run advertisements in between sets, which is already occurring at concerts worldwide. Live streaming seems like it benefits all parties involved, creating profit and convenience to all sides.
With this in mind, Harvard graduates Forrest O’Connor and Dan Gurney created the company Concert Window, a site that provides high-quality streaming at extremely low costs. Because a large portion of the concerts available are free and the highest ticket price is only $5, some fans may initially question the quality of Concert Window’s streams. Yet, even with the lowest prices around, Concert Window still provides live-streams that have crystal clear images and impeccable sound quality. Could sites like this be the future of concert viewing?
One of the most famous bands of all time, The Rolling Stones, will live stream their 50th anniversary concert on Saturday, December 15th, 2012. The concert will feature several other artists, including Bruce Springsteen, Lady Gaga, and The Black Keys. While the tickets to attend the show are $750, fans can still catch the action for much cheaper online. Yahoo Music is live streaming the event for $39.95, and will also allow stream purchasers to access the content for 30 days after the concert. The event will be available on smart phones and tablets, and its promotors are promising a “buffer-free” experience. Is this the future of entertainment? Will fans now virtually attend concerts in an effort to save money and time? While there is nothing that compares to the physical feeling of being at a concert, perhaps live streams will find a permanent home supplementing concerts, rather than replacing them.
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