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Futures Forum: Beyond Touring: Full-stack futures

What new platforms are there for artists, and what are brands looking for when working with acts, were the two big topics tackled by the Beyond Touring panel

By James Drury on 11 Mar 2019

Futures Forum: Beyond Touring

image © ILMC

MelodyVR is a company specialising in virtual reality broadcasts of live gigs. Founder Steven Hancock said his firm’s mission is not about replacing the live experience, but about making it accessible to people who can’t get to a show. He said everyone in the rights chain gets a cut of the revenue, including venues and agents as well as artists and publishers and labels. However, this is still an emerging technology, so the revenues aren’t huge, he added.

Jules O’Riordan – better known as DJ Judge Jules – said as VR hardware has become more affordable, it’s become more popular. But he added that it has less potential in the dance music perspective, because the genre is less focussed on watching a stage.

Gary Cohen of management firm ATC said brand and artist partnerships are evolving rapidly, with content creation being a core focus right now. “It’s all about ‘the thumb stop’,” he said. “What branded content will make someone stop scrolling on their timeline and press play.”

Brands are under pressure to be entertaining, and are looking for ways to hit the passion points of their potential customers, he advised. But more important was authenticity. “People are more than prepared to feel good about a brand that brings them closer to the artists they love, but it also has to be entertaining.”

Chris Hassell of UK creative agency Ralph, said brand partnerships today are about collaboration – can each side offer each other something?

“People are more than prepared to feel good about a brand that brings them closer to the artists they love, but it also has to be entertaining”

O’Riordan said there’s a temptation to do deals which are good for short term cashflow but not great for long term development of the band.

So, how can the industry work best with brands? Hassell said that the earlier an artist gets involved the better, because the creative will require input from the act. However, sometimes lawyers and management get involved first, which can cause hold-ups.

The recent growth of added-value ticketing, such as paying more for things like meet-and-greet opportunities was considered, but that these options should be considered on a case by case basis. It needs to be right for the artist, cautioned O’Riordan.

Cohen said this is becoming more popular, but that’s it’s crucial that managers balance the need to make as much money as possible on the road, with making sure the hardcore fans that are buying these extras get value for money.

Chair Rhian Jones asked what was the one thing that will add value to creatives? Hassell’s opinion was to break down barriers to artists. “Get artists more involved creatively,” he said. Cohen’s advice was to have the artist as a stakeholder, so the partnerships are true collaborations.

O’Riordan said it’s important for artists to understand who their fan base is. If you understand what makes your fans tick, you’ll know what partnerships to do that don’t alienate them.


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