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ATC-backed virtual producer and promoter announces more pay-per-view shows at iconic venues with Biffy Clyro and Sleaford Mods
By IQ on 03 Aug 2020
UK-based virtual producer and promoter Driift is announcing a slate of ticketed livestream concerts after successful online events with Laura Marling, Lianne La Havas and Dermot Kennedy.
The company, founded by ATC Management’s Ric Salmon and Brian Message, trialled the pay-per-view livestream concerts with a performance from Laura Marling at the Union Chapel in London in June.
“Ticketed live streaming is currently a space that no one controls, and we believe there is a long-term and commercially viable business here. It’s incredibly exciting” says Salmon.
Capitalising on the success of Marling’s show, Driift has since produced livestream shows for Lianne La Havas at the Roundhouse and Dermot Kennedy at the Natural History Museum.
Kennedy’s livestream show, which took place last Thursday (30 June) and featured Normal People’s Paul Mescal, sold over 30,000 tickets worldwide and was broadcast live over four different time zones.
“It strikes me that this is just the beginning of an exciting opportunity for artists and their teams to create new art that many will choose to pay for,” says Message. “If we get this right, ticketed livestream productions, whether live shows or something not yet dreamt of, can comfortably sit alongside promotional videos, traditional live shows and other ways fans and artists relate.”
This is not a replacement for live, this is a coming of age for livestreaming
Now, with investment from shareholders Beggars Group, Driift is producing more high profile livestream shows including a one-off worldwide performance from Biffy Clyro on 15 August from an iconic Glasgow venue and a performance from Sleaford Mods at the 100 club on 12 September.
“We’ve felt for a long time that livestreaming has been undervalued,” says Ruth Barlow, director of live at Beggars Group.
“We’re excited about the creative and commercial opportunities for the business, the artists and their fans; who no longer have to be in a particular city at a particular time to experience unique live music events.
“This is not a replacement for live, this is a coming of age for livestreaming.”
Driift will oversee ticketing, production, licensing, rights management and digital marketing for the livestream concerts – allowing artists to rebuild live music into their release campaigns and overall strategies.
Having collaborated with live industry giants such as CAA, Dice, Universe/Ticketmaster, YouTube, Pulse Films and Jackshoot, Driift is expanding its offering outside of the UK, with a number of shows being set up in North America.
This article forms part of IQ’s Covid-19 resource centre – a knowledge hub of essential guidance and updating resources for uncertain times.
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