Driift sells 85k tickets for Little Mix livestream

Online event promoter and producer Driift sold more than 85,000 tickets for Little Mix’s livestream from The O2 in London last Saturday.

Broadcast live on 14 May and directed by Liz Clare of Gold Dust Films, the show marked the final date on Little Mix’s Confetti Tour.

The livestream of the sold-out concert was watched by ticket buyers in 143 countries including 29,000 cinema-goers, who watched a simulcast of the event via a partnership with Rippla in association with CinemaLive.

“The format is clearly here to stay”

“Now the music business has emerged from lockdown, and with gigs and festivals once again in full flight, we are only now seeing the full potential of livestreaming,” says Ric Salmon, Driift co-founder and CEO. “The format is clearly here to stay, and with the right artist and the right creative and technical team in place, we can expand a single one-off performance into a genuine global event.

“The reaction from fans has been astonishing. I would like to congratulate Little Mix, their brilliant management team, and all our partners on this incredible achievement, and I’m delighted so many people around the world could share in such a unique and special moment.”

Co-founded by Salmon and Brian Message at ATC Management, Driift has now produced more than 40 online shows for artists including The Smile, Westlife, Laura Marling, Nick Cave, Niall Horan, Andrea Bocelli, Kylie Minogue, Fontaines DC and Dita Von Teese.

“It’s been a real pleasure to repeat our partnership outside of lockdown”

With livestream tickets priced at £13/€15.50/US$17/AUS$23, the original 8pm UK broadcast for Little Mix was later retransmitted for audiences in North America and Asia. Ticket buyers could also enjoy on-demand, replays for up to 48-hours after the concert ended. Driift estimates that over 200,000 fans will have accessed the show online – equivalent to 10 times The O2’s 20,000 capacity.

“Having worked with Driift on Niall Horan’s Royal Albert Hall livestream back in 2020, it’s been a real pleasure to repeat our partnership outside of lockdown,” Harry Magee, co-founder, of Modest! Management, which represents Little Mix. “We are delighted with the results, and particularly that such a genuinely global audience could share in the celebratory experience of Little Mix’s last show at The O2.”

Driift, which counts Beggars Group and Deezer as investors, also co-produced the Live At Worthy Farm livestream for Glastonbury Festival. It has now sold more than 700,000 tickets and won recognition from BAFTA, the Royal Television Society and The Webby Awards.

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