The live performance has long been a perfect portal for which artists to connect with their fans. And throughout the years, there has certainly been no decline in fans purchasing tickets. According to a 2017 study by UK Music, audiences for concerts and festivals are up to a record 30.9 million, bringing £4bn into the economy.
Traditionally, the typical artist performance contained the simple set up of a stage, a mic, and whatever else was necessary to perform their music to much-adorning fans. Fast-forward to 2019, and the live performance game has totally transformed into an almost spiritual experience for many fans.
While many artists still prefer to stick to a more rustic set-up, many of today’s artists are beginning to plan extravagant and mind-blowing shows, led by a strong visionary mentality and complete audience interaction.
It seems today’s musicians aren’t afraid to break boundaries in terms of creating an unforgettable experience for their fans. They are toying with new techniques, lighting, storytelling, technology, audience interaction- and in some cases- all of the above. With every performance that comes, musicians keep raising the expectations of their fans when they purchase a concert ticket.
One of the most popular ways in which artists are creating unforgettable live experiences for their fans is through the medium of video.
From the conventional live music performance to a visual spectacle
The use of video content has grown exponentially in recent years, with many brands now understanding the cruciality of this medium as a key ingredient to their marketing strategy.
Why? As an audience, we love video. On YouTube alone, over 500 million hours of videos are watched each day. And according to Cisco, online videos will make up more than 82 percent of all consumer internet traffic by 2022, 15 times higher than it was in 2017.
One of the reasons why video marketing works so well for businesses is the ability to appeal to people’s emotions. And it seems that businesses aren’t the only ones catching onto the emotive video trend. A growing number of music artists are incorporating video into their live performances in order to create a more memorable and emotive experience for fans.
An example of a band doing just this is trip-hop band, Massive Attack. The UK group who were formed in Bristol, are currently on a massive three-month European and North American tour to celebrate 20 years since the release of their iconic album ‘Mezzanine’.
The band has collaborated with Adam Curtis, one of the most influential documentary storytellers of our time, to create the visuals for the show. The documentarian is commonly known for tackling subjects that explore the areas of sociology, psychology, philosophy and political history and has been linked to the band since 2013.
It’s fair to say that the emotive, moving visuals had the audience hooked, complimenting Massive Attack’s songs perfectly. The band never say a word throughout the entire performance- which seems to act as a stunning statement rather than rudeness. The show is a live visual art experience, designed to provoke some kind of emotion and take them along on a story, rather than simply please the audience.
“I’m happy for it to be unpredictable,” explained band member Robert Del Naja in an interview with The Guardian.
“That’s the point. There’s no sort of bants, no chatting because you kind of felt… Well, you wouldn’t go to a play and the actors turn around and say: ‘Are you all right?’ And there has to be some personal creative risk attached where you don’t know what’s going to happen,” he added.
In the future, should we expect to see more artists and performers working with videographers and creative agencies with their performance set up? With the success of live performances from bands such as Massive Attack, this certainly seems likely…