![]() Plus, for major sponsored livestream programs, the reach is well beyond a normal event: about 17 million people tuned in to Bud Light Seltzer’s New Year’s Eve show, featuring artists like Post Malone, Steve Aoki and Saweetie. ![]() While many of these livestreams are more intimate experiences that don’t compete with the size of festival crowds-Sofi Tukker used to perform ecstatic sets in São Paulo and Mexico City to hundreds of thousands of people at a time-the consistency and community has its upsides. The result has been the growth and adoption of technologies and platforms, like Twitch, Yoop, Restream, Moment House and First Tube Media, that bridge the gap between live concerts and virtual music streaming. Ali Rivera, Head of Live Music and West Coast Artist Relations for YouTube, says that YouTube saw over half a million channels livestream something for the first time over the past year, while the watchtime of live music performances on TV screens doubled, showing a significant increase in viewers’ appetites. See: the Verzuz hip-hop and R&B battles that lit up Instagram with millions of viewers Dua Lipa’s series of Studio 2054 shows in November that served as both an album celebration and a must-watch concert and BTS’s record-breaking pay-per-view concert, aired in October, that sold around a million tickets. In the void, artists and producers like Sofi Tukker, Timbaland and Swizz Beatz, Dua Lipa, BTS and countless others have tried to find other ways to keep the show going. But over the past year, nearly every in-person music venue around the world has been silent, and virtual concerts and livestreaming have become the default. In 2019, the live music industry was worth over $20 billion, a rich ecosystem of artists, venues, ticket sellers, production companies, vendors and travel operations. Long a Sofi Tukker fan, she started tuning in to the DJ sets as workout motivation. ![]() Carly Reeves, a 20-year-old college student in Florida, made new best friends around the world in the Zoom room: in Paris, in Costa Rica, in Italy. Sofi Tukker livestream viewers have met up, started dating, worked through health crises together, gotten married. The Freak Fam-an eclectic, international bunch-have set up their own Discord server and an Instagram account, and talk often on the Facebook group and Twitch chat associated with Sofi Tukker, congregating as a community outside of the stream. There’s an always-on Zoom room where their fans, who call themselves the Freak Fam, congregate. The livestream sessions average thousands of viewers. The pair, better known as Grammy-nominated electronic act Sofi Tukker, have not missed a day, although sometimes they ask their friends to guest star instead. At 1:00 p.m., they suit up-sometimes in sweatpants, sometimes in tropical-print shirts and funky robes-and descend to the living room of their Miami home, flick on the cameras for their livestreams to Instagram, Facebook and Twitch, and begin playing a DJ set. For 383 days and counting, Sophie Hawley-Weld and Tucker Halpern have stuck to a routine.
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