The future of live-streaming and festivals: ‘This is something we can continue to invest in’

Sign up to Roisin O’Connor’s free weekly newsletter Now Hear This for the inside track on all things music Get our Now Hear This email for free Get our Now Hear This email for free SIGN UP I would like to be emailed about offers, events and updates from The Independent. “I think we all thought that people were going to go back outside after Covid and no one would stay home to watch the live-streams anymore” says Kirdis Postelle, the global head of artist marketing at Amazon Music who, together with Claire Imoucha, head of the music industry at Amazon Music Spain, is coordinating the broadcast of Primavera Sound this year. “The fact we’re doing Primavera Sound shows how definitely dedicated we are to it,” says Imoucha. “Naturally with artists, when they think about performing, they think about performing in real life, but I think when they start to think about all the additional fans who are able to tune in because of the live-stream, that changes things,” she says, adding with a laugh, “It’s gotten easier, but it took a minute.” More than anything, a good live-stream needs a willing, excited performer. “You need an artist that is really passionate and committed to delivering for their fans,” says Postelle, pointing to Malum’s 2019 hometown concert as a prime example.