In a time where concerts have become a rarity, some of young people’s favorite music artists have been reaching their fans in visually creative ways beyond virtual concerts… There’s no doubt that live music has been one of the top industries that continues to be transformed by COVID. Throughout the pandemic artists and bands have postponed and cancelled tours—and had to quickly pivot to reach fans in other ways. We told you that while music marketing was already starting to transform, the pandemic accelerated it. Livestreamed and virtual concerts quickly became a trend taking over the digital music space—and remain popular to this day. Our Future of Experience trend research found that more than half of young consumers are interested in attending live virtual events in the next six months—and platforms like Fortnite and Roblox have made it easier to collaborate with artists for live virtual concerts. While the live music industry temporarily saw a brief moment of revival over the summer, those were thwarted as new variants introduced...
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