In the age of streaming, live performances remain one of the most powerful ways for artists to connect with their audiences. A live show isn’t just music — it’s an experience, filled with the energy of the crowd and the spontaneity of the moment. Yet most artists treat live shows as one-and-done events, overlooking the lasting value that can be created by capturing and memorialising emotions for fans.
Jam bands have understood this value for decades, encouraging fans to record and share their performances. While this built a devoted fanbase, it also normalised the idea of giving away live recordings for free.
Today, when many artists rely on touring and merchandise to make up for streaming’s razor-thin margins, it’s time to think about how artists can maximise the impact of their live performances by doing what has long seemed impossible: monetising bootlegs.
Today, technology makes this possible. It allows for high-quality recording, rapid distribution, and yes, selling live recordings.
Artists, managers, and labels of all types can profit, but they must shift out of the old paradigm and embrace the future. They need to understand how much fans value recordings of the concerts they attend. Fans want to remember the unique banter between songs, the noise of the crowd, the varying setlists, and even minor imperfections that make each performance special and collectible.
These elements transcend genre and hold as much value for fans of country, indie rock, and electronic as they do for fans of jam bands.
Most venues already have the technology to capture high-quality audio, and many engineers record shows as a precaution.
The infrastructure is there — it just needs a platform to allow it to be fully utilised for the benefit of all parties involved. Meanwhile, fans are already demonstrating their demand for this. How many times have you seen someone holding up a phone to record a concert?
They’re desperate to preserve the memory, even if the result is shaky video and distorted audio. Imagine giving them the option to buy a polished version of the same experience – one that supports the artist directly.
Offering live recordings at the merch table and online taps into nostalgia and exclusivity while fostering fan loyalty. The music industry has historically undervalued live recordings, but they represent an untapped goldmine. Major artists may occasionally release live albums, but even more potential lies with small to mid-tier musicians monetising these recordings to grow their fan bases. For emerging artists, this can be particularly powerful.
Earlier this year, Chappell Roan played to 1,700 fans at the legendary Cain’s Ballroom in my hometown Tulsa just months before performing for 100,000 people at Lollapalooza. Imagine how many fans would pay for a high-quality recording of that intimate show — not to mention the rest of her epic 2024 festival run.
The music industry has historically overlooked live recordings as a viable business model, but it’s time to wake up. By capturing and distributing these moments, artists transform the ephemeral magic of live shows into enduring works of art — offering fans something truly unique while creating an entirely new revenue stream.
It’s a win-win, and it’s time to start tapping into this goldmine.
Words: Rod Yancy
Photo: bootleg.live
