Berlin Philharmonic takes classical live on the web. Will Rock acts follow?


I can’t go see the next Springsteen concert tour. Because I can’t go without my kids. They’re big fans and old enough to go. The price tag is just too high. Chances are I’d have to spend significantly more than the stated ticket price – probably run me around $800 just for all of us to walk in the door.

Of course this is stupid marketing. Live shows (good live shows) create rabid fans. Rabid fans buy recorded music. Absurdly high ticket prices means no new rabid fans filling the buyer pipeline. Which, ultimately, portends the end of the pop/rock music business – at least as we have known it. (Read Bob Lefsetz if you want the best writing around on this particular topic.)

So leave it to classical music to figure out how to save rock. The Berlin Philharmonic now offers a Digital Concert Hall that users can subscribe to by the season or for a single show.

Berlin Philharmonic Digital Concert Hall

Berlin Philharmonic Digital Concert Hall

Can’t you see it? A Digital Tour Pass that would allow fans to choose 1, 3, 6, 12 shows – whatever – out of the tour dates to see live on their home computers. Offer a backstage cam for a premium price. Springsteen fans could see the out-of-town shows instead of just reading the setlist.

No it isn’t the same as being there, but it’s better than not going at all and, priced correctly, it offers fans who can’t get to the show a way to stay connected to the live experience. And it’s a new revenue stream for artists.

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This entry was posted in Marketing, Music and tagged , , , , , . Bookmark the permalink.

One Response to Berlin Philharmonic takes classical live on the web. Will Rock acts follow?

  1. Wow that was strange. I just wrote an very long comment but after I clicked
    submit my comment didn’t appear. Grrrr… well I’m not writing all that over again.
    Anyway, just wanted to say superb blog!

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