New York-based digital music firm eMusic has teamed up with UK-based 7digital to launch eMusicLive, a new virtual concert platform that bundles ticketing, music sales, merchandise and collectibles.

The platform will premiere with a series of 20 exclusive live performances from independent and emerging artists, including Dirty Blonde, The Periwinkles, Duthie, Jordan Tice, ESKOH, Nathan Storey, and WANYI.

The company states that eMusicLive makes livestreamed events “commercially viable for artists”, as it enables them to monetise livestreaming in the same way as traditional gigs by bundling.

eMusic president Tamir Koch said: “At eMusic, we believe in technology that creates sustainability, removing inefficiencies or providing new income streams for artists.

“Even before COVID-19, artists performing online have been limited to platforms where they play for free and rely on multiple suppliers – this creates a fragmented approach to planning and promoting events as well as selling tickets, merch and music.

“We’ve built eMusicLive to bring all these commercial options together in one end-to-end solution. For the first time, this means livestream can be a primary source of income for artists.

“Our unique partnership with 7digital will allow artists to generate income streams from music sales and interact seamlessly with fans from all corners of the world, which sets our new offering apart from anything else on the market today.”

The platform will offer an integrated artist-specific 7digital storefront to enable artists to sell their music catalogue or promote their latest release.

Events can be customised to feature sponsorships that help artists, venues and brands grow their revenue and reach and artists can also embed streams from YouTube Live, Twitch, Instagram Live or host a performance directly on eMusicLive so that they reach their existing social media fanbase.

In addition, the platform facilitates real-time VIP experiences, Q&A and virtual rewards all within an end-to-end, closed-loop system.

Paul Langworthy, chief executive of 7digital, added: “Social distancing measures in place around the world are creating an opportunity for new forms of live artist-to-fan engagement. While there are plenty of platforms, none have captured the true essence of a proper show, which should include both the performance value for the fan and commercialisation value for artists.

“We are delighted to now be delivering this with eMusicLive, using our commercial to help recover lost income for artists. This is a new, emerging style of platform that we also see having tremendous value for venues as well as retailers and brands for whom music can play a key role in their engagement strategy or business model.”