The Future Of Live Music Is Still In Real Life But More Interactive

It’s no secret that touring is the lifeblood of most modern-day musical artists. But while most fans only see the finished product — a head-bobbing performance at Coachella or a sold-out nightclub — few get a glimpse into the behind-the-scenes work being done by professionals like Kevin Shivers, a partner in WME’s music division. Let this interview with Kevin be your inside look at what goes into the live performances that fuel the entire music industry.

Kevin has been with WME since 2008 after a stint in Hollywood. While with WME, he’s worked with stars such as Tyler The Creator, Summer Walker, Kid Cudi, and plenty more on their touring strategies. Of course, Kevin’s world — much like every other industry — was dealt a massive blow during the past two years. But with live shows seemingly back (knock on wood), Kevin has his eyes toward the future.

And the future is an even better fan experience, says Kevin. NFTs, virtual concerts, removing the frictions of going to a real-life show — these are all ongoing evolutions that will better connect superfans with their favorite artists. We covered this near-term future in our interview, plus a whole lot more. Here are the video chapters:

1:42 How Kevin Broke Into The Entertainment Business
3:34 How Has the Music Business Changed In The Past Two Years?
4:55 The Go-Forward Plan For 2022
6:11 What Spurred Tyler The Creator’s Big 2021
9:04 What Data Goes Into Entering New Touring Markets
12:48 Festival Strategies With Artists
14:24 How Has Streaming Changed Touring Trajectory
16:38 The Biggest Touring Mistake
18:02 Social Media’s Influence On Touring
19:00 Touring Difference Between Hip Hop And R&B
20:31 How Kevin Measure Success For Himself
22:40 Why Kevin Is So Vested In Mentorship
24:45 Diversity & Inclusion Initiatives Within The Music Industry
28:10 The Impact Web 3.0 Will Have On The Music Industry
30:44 Will Virtual Concerts Replace Live Shows?
31:56 Five-Year Predictions For Music Touring
34:04 How Many Days Will Kevin Spend At Shows In 2022?
35:08 How Do You Find The Next Musical Star?

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