What is a hybrid event? How Live+ Amplifies Virtual Concerts for
As summer hits and covid restrictions loosen, live music fans
could not be more ready to throw on their favorite band tees and
return to… hybrid concerts?
At this point, the term “hybrid event”—or an event with both
in-person and virtual experiences—is a concept most of the music
industry is familiar with. But what does it actually MEAN? What
does a hybrid show actually look like for artists and fans? Now
and into the future? And how is the overall experience improved
by the addition of new digital components?
This page right here? It’s your answer.
Above and below, we’ve shared resources & content to cover
everything you need to know about hybrid events—from Mandolin’s
vision for the hybrid future (based on recent fan research) to
what’s already not just possible, but profitable for artists,
venues, festivals and promoters.
What does hybrid event actually mean?
In its most basic form, the term “hybrid event” refers to a live
concert, festival, or experience that includes both in-person
and virtual components. It may be as simple as livestreaming an
in-person show to global audiences or as sophisticated as
offering attendees the ability to join digital VIP experiences,
purchase exclusive merch from anywhere, and engage digitally
with artists and fellow fans in ways they never imagined.
Why are hybrid events better for artists, venues and festivals
In addition to uncapping the venue, hybridization increases
their ability to capture & monetize content using livestream
footage, improve fan relationships through access to new fan
data, and remove barriers to intimate VIP experiences.
Uncap the venue & reach untapped audiences
Hybrid uncaps the venue and allows GA & VIP ticket sales
well beyond the seats in the venue. Whether due to capacity
restrictions, location, or any number of personal or health
reasons, fans can livestream the show or soundcheck who never
could have made it to the venue.
Reuse & monetize virtual event footage
When livestreaming in-person concerts, artist managers now have
hours of incredible concert footage to use however best suits
the artist’s strategy. Chop it up to promote upcoming shows on
social media, incorporate it into Spotify reels, and even sell
access to the full replay or select songs for fans to view when
the night’s over.
Get closer to fans with data
With Mandolin’s Fan Insights & Analytics, managers, venues,
artists, and promoters can learn more about fans who attended
the show—where they accessed the digital event from, when and
why they bought tickets, what marketing touchpoints drove the
most sales, and even what songs and moments in the show fans
enjoyed most. By unlocking these actionable fan insights,
artists & managers access a data-backed playbook for their
Offer flexible VIP experiences
Virtual VIP experiences meet both artists & fans where they
are. Due to their packed tour schedule or health precautions,
artists can now meet their fans face-to-face on their tour bus
or air conditioned trailer at the festival. Fans now gain access
to intimate facetime with their favorite artists any time
Hybrid Benefits Festivals and Fully Digital Events
As festivals like Telluride Bluegrass Festival and Lil Wayne’s
UPROAR at the Torch learned through hybridizing this year’s
events, Live+ creates inclusive concert experiences for all
while increasing their reach.
But amplifying your concert or festival with Live+ doesn’t just
make for an incredible festival, it creates a new and
experiential marketing channel to reach previously untapped
audiences—bringing in additional revenue in the process. When
concert organizers hybridize their shows and sell digital access
to the event, they let fans try out new bands and festivals,
which then entices them to join the party in person next time.