A few weeks ago Dermot Kennedy took the stage at the Natural History Museum for a live stream gig to a global audience of more than 30,000 ticket holders over four different time zones, becoming one of a growing number of artists to perform a pay-per-view online show ticketed by Ticketmaster.

The event was set up by UK-based virtual producer and promoter Driift, founded by ATC Management’s Ric Salmon and Brian Message. Driift were also behind highly acclaimed live streams for Lianne La Havas at London’s Roundhouse and Biffy Clyro, who performed their stunning number one album, A Celebration of Endings, in full from Glasgow’s Barrowland Ballroom.

Biffy Clyro and Lianne La Havas both offered their new album as an upsell, while Dermot Kennedy offered a limited number of VIP tickets packaged with a shirt and limited edition vinyl.

“While our industry continues to live through turbulent times due to the effects of Covid, and we all hope normality returns as soon as possible, ticketed live streamed events have proven to be a silver lining.  Establishing a new creative format, financial model and revenue stream for artists that will remain with us long after lockdown eventually lifts.  We are incredibly excited to be on this journey”

Ric Salmon, CEO Driift

During the pandemic, live streams have also offered an important opportunity for artists to advocate for causes and campaigns, including Black Lives Matter and Show Racism The Red Card, and encourage their audience to show support. On average, we’ve found that 25% of fans opt-in to donate with their ticket.

Ticketing for all three events was powered by Ticketmaster’s Universe platform, which can sell in any currency, support any language, display local timezones for the customer and feed event information through to all our International affiliates – exposing a show to millions.

On top of this, Driift’s events were marketed on Ticketmaster channels across the globe, reaching fans in over 100 different countries.

For more information on Universe and its live streaming features click here.

For more information on Driift click here.

A clip from the Lianne La Havas live stream event shown on the Late Show