Spotify starts showing ‘Upcoming Virtual Events’ on the app

Spotify list ‘Upcoming Virtual Events’ on the desktop app, recommending live streamed concerts such as iHeartRadio Music Festival via Songkick.

Spotify have suggested concerts in your location, from artists you like, based on your listening data since 2015. As the pandemic continues to impact the music industry, cancelling music events around the world, Spotify hope to connect fans with their favourite artists via virtual events listed on the platform.

The feature was first picked up by Jane Manchun Wong after diving into the backend of the Spotify mobile app.

The new ‘Upcoming Virtual Events’ section is already live on the desktop app, listing events such as the 2020 iHeartRadio Music Festival via Songkick, with artists including BTS and Coldplay. Hopefully Spotify will start offering tickets for more virtual events hosted through other partners such as Ticketmaster, Resident Advisor, Eventbrite, AXS and eplus in Japan.

Estimates say many top artists generate around 75% of their earning from live events. Live Nation’s recent earnings report showed a 98% decline in revenue due to the pandemic. Perhaps Spotify see virtual events continuing beyond the pandemic. Few virtual concerts thus far pull in revenue, but many music companies are pairing up with streaming tech companies to expand their virtual concerts presence.

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