THE FANS HAVE SPOKEN

What is a hybrid event? How Live+ Amplifies Virtual Concerts for All

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 too?

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 next tour. 

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 anywhere.

 

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.