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BTS and Other Musical Artists Find Livestreaming Success Amid Lockdown Restrictions

Fern Siegel

With live concerts impossible under lockdown restrictions, and big events like Coachella canceled, musical artists found a new outlet: livestreaming. And it’s proven lucrative.

The K-pop supergroup BTS banked close to $20 million in ticket sales from its June 14 concert, while adult contemporary singer Josh Groban charged $55/ticket for his June 27 livestream show.

Next up: Indie act Waxahatchee is charging $15 to catch its July 6 show on the Noonchorus platform.

United Talent Agency, which represents artists including Post Malone and Chance the Rapper, has closed 165 brand partnership deals for its artists, reports Rolling Stone. Working with Bumble, UTA also brokered a virtual date with Common and Tiffany Haddish.

In addition, CAA recorded its 100th branded deal since COVID-19 began. CAA head of music brand partnerships Tom Worcester told Rolling Stone: “What we’re going to see with this version 3.0 that we’re about to enter into — if you do virtual performances, they’re going to use professional sound stages, so the quality of the audio as well as the picture will be a thousand times better.”

First Tube Media, a marketing company, has coordinated branded livestreams with Camila Cabello and Questlove, sponsored by companies such as Northwell Health and MasterCard. Often, deals have a charity element.

For example, separate from First Tube, Indigo Girls do an all-request livestream every Thursday at 7 p.m. to benefit different charities.

And since fans are responding, First Tube believes the trend will continue — even after the pandemic is over.

Here is a list of livestream concerts this week:

July 1

11 p.m. – Eric Benet hosts the first episode of Eric After Dark, featuring multi-platinum recording artist Jon B. Watch the livestream here.

July 2

7 p.m. – Ram Trucks in partnership with Harman Kardon and National FFA Organization continue their Ram Jam Sessions with country artist Kristian Bush. Watch the livestream here.

July 3

8 p.m. – Zac Brown Band presents 4th with the Family: A Night of Music with Zac Brown Band benefiting Camp Southern Ground. Donate here to get exclusive access to pre-show events and watch the livestream here.

11:30 p.m. – Citizen Cope will do a live performance and livestream from Verse in Los Angeles. Tickets are $25 for the livestream and you can buy them here.

July 4

8 p.m. – PBS presents A Capitol Fourth virtually this year on it’s 40th anniversary. Performers include Patti LaBelle, John Fogerty, The Temptations, Trace Adkins, Lauren Alaina, Yolanda Adams, and more with a fireworks finale featuring the National Symphony Orchestra. You can watch on your local PBS station or online here.

8 p.m. – Jorma Kaukonen continues his quarantine concert series with Quarantine Concert #12: Hot Tuna Live from the Fur Peace Ranch. Watch the livestream here.

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