Spotify introduces virtual events listings

Spotify has introduced virtual events listings on artist profiles and in the Concerts hub.

In a blog, the company noted that virtual events aren’t going anywhere soon.

“With many tours postponed until 2021, the necessity for these virtual events is set to continue, and we want to make it easy for Spotify listeners to learn about virtual events for the artists they love, as well as artists they’re discovering for the very first time,” the streaming giant said.

The new feature sees the streaming service partner with the Warner-owned live-stream concert discovery app Songkick through which the listings are made.

A select number of Ticketmaster events will also be automatically listed on Spotify.

“As long as the shows are listed through these partners, the virtual event itself can be hosted on a multitude of platforms—Twitch, Instagram Live, YouTube Live, a hosted website, or wherever you want,” the company explained.

“And once these events are on Spotify, it’s easier than ever for listeners to find them.

“You can set your virtual event as your Artist Pick, so listeners will see it at the top of your profile.”

Spotify will also help get the word out about virtual events by emailing personalised virtual event recommendations to listeners for artists they love, or that the platform thinks they’ll love.

Live-streaming is increasingly becoming a permanent fixture in the live sector, even with many hoping physical concerts will return by 2021.

In the latest moves, London-based virtual reality concerts company MelodyVR acquired Napster for $70 million to create the “first-ever music entertainment platform which combines immersive visual content and music streaming”.

Amazon Music now allows musicians to livestream through Twitch.

And the potential for viewers is high – Rolling Loud’s virtual festival Loud Stream from Florida drew 4.4 million views on Twitch, with 60,000 concurrent viewers at one time during the 12-hour show.