Concert flyer of Dua Lipa

Are livestream concerts the new norm in the music industry?

Adapting is the name of the game. Theaters and concert halls closed again around the world to stop the spread of Covid-19. And artists are instead turning to the internet. Livestream concerts allow fans to enjoy their music. These live performances are now vying to become a new revenue stream for the struggling industry.

From Dua Lipa, Gorillaz and Jessie J to Liam Gallagher and Metallica, all acts are getting in on the game. They are organizing exclusive performances through livestream concerts that music fans can watch live from the comfort of their homes. Many artists already tested the water during spring’s lockdowns, of these makeshift livestream concerts. Music fans may still remember a laid-back John Legend tinkling the ivories in a bathrobe, or Alessia Cara embarking on an acoustic set in her bathroom for the MTV “Unplugged at Home” series.

After a few weeks of random and impromptu performances, these virtual gigs upped their game and started being streamed from more prestigious locations, such as London’s Alexandra Palace, The Roxy club in Los Angeles and even the V&A Museum. Add high-quality lighting, multiple and varied camera angles, sometimes even special effects, suddenly morphed into exclusive events.

Dua Lipa promises to take fans on a “kaleidoscope, rocket-filled, journey through time” to discover her latest album Studio 2054 through her concert on November 27. Companies from various industries are also showing interest in the new trend of online concerts. They are enabling their loyal customers to attend the events as well. Such is the initiative in Albania of Philip Morris International. Users of the innovative product, IQOS, through their membership in IQOS Club can attend the Dua Lipa’s concert.

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