By: Karen Pelletier
One of the most interesting technological introductions of Coachella, that I didn’t see much about in the tech blogs, was the live streaming on YouTube, 3 channels worth, of the real time concerts! It enabled people all over the world to experience the festival. As of today, there were 8.1 million views of various live & recorded videos. Goldenvoice (the promoter) also had a great app that showed you the schedule, and enabled you to link directly to the YouTube live streaming–it was great!
The week prior to Coachella, YouTube announced the ability to charge for live streaming events. This is a profound new distribution channel for monetizing events, and I believe that Goldenvoice’s live streaming was a preview for what’s to come. This was an opportunity for them to test the technology and gauge the market for charging to watch the concert in future years. I’ll be sad when they start charging for it because I’ll be less likely to sample artists that I’m not familiar with, but I can see it coming. It’s inevitable. I can also see music events all over the world selling access to shows, providing a new revenue stream for bands and venues.
Another interesting feature was video interviews that Goldenvoice did with the various musicians and groups. Almost all of the groups talked about how technology was transforming the music industry. Many of them mentioned that marketing their music on the web and through social media was trans-formative and democratizing. You could see the groups taking responsibility for marketing their music and their band in a way they never had to before. A number of the groups also talked about how seriously they took interacting with fans on social media. They read and responded to all social media comments to engage their fans on a deeper level. It was very interesting.
Now, more than ever before, great music can find an audience.