Twitter is to stream concerts through a new partnership with Live Nation.
The social media giant, which has 320 million active monthly users worldwide, is to present a performance from Zac Brown Band on May 13, with Train, Portugal The Man, August Alsina, and Marian Hill lined up for future broadcasts.
The partnership is the latest example of concert promoters and artists teaming up with tech companies to take live performances to a wider audience. Live Nation last year launched its virtual reality (VR) partnership with NextVR through the broadcast of a concert by music act Thievery Corporation. TicketIQ’s former chief executive Jesse Lawrence recently said “VR is poised to disrupt the current event-attendance model”, and predicted ticket prices could fall.
“Our partnership with Twitter allows us to amplify the live music experience creating a tool for artists to reach millions of fans around the world” said Jordan Zachary, chief strategy officer for Live Nation, according to the TechCrunch website.
“Through Twitter’s product suite, fans will be able to be immersed in the live experience and interact with each other in real time as they watch some of the year’s most exciting concert events.”
Experience concerts live
Twitter will broadcast MTV Awards shows and coverage of Fashion Week in New York, Paris, London, and Milan. Twitter also last year broadcast Thursday night games from the NFL American football competition, although it has now lost the rights to that package of games to Amazon.
“Music has always been one of the most Tweeted about topics on the platform, and now fans around the world will be able to experience concerts live on the same platform where they talk about what’s happening in music,” said Twitter chief operating officer Anthony Noto.