Long-time readers know that I am a passionate music fan -- meaning that I frequently attend live music events, including major music festivals. So, what to do if you can't make it to Coachella, Bonnaroo, or Outside Lands? Live streaming, that's what (perhaps). Yesterday, USA Today recognized the proliferation of companies focused on this live event streaming opportunity, including LA-based iRocke -- a company I know well.
So, does live streaming cannibalize actual festival attendance?
No way! Nothing replaces the physical, communal festival experience. And, that's the point. Live streaming is no substitute. Nor should it try to be. Those live streaming services that fully "get" this will be the ones that succeed. iRocke is one company that understands this -- because the team behind it owns their own live venue, Saint Rocke.
Right now, we're early early early in the game. And, for now, live event streaming is primarily used for marketing purposes -- augmenting, not replacing, the event experience.
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