Industry perceptions of potential digital futures for live performance in the staging and consumption of music festivals.

This chapter responds to a range of theory and industry reporting, to provide an informed narrative around emerging digital formats for performative activities at Festivals, and their potential impact on audiences. Primary research was carried out with a sample group of influential industry professionals: • Melvin Benn; Managing Director of Festival Republic. • Ian Biscoe; Director of studiobiscoe.com. • Paul Hutton; Partner in Cross Town Concerts. • Teresa Moore; Director of A Greener Festival. • Steve Strange; International booking agent whose clients include Coldplay. Open questions elucidated qualitative information around; technological influences on marketing / sales; the value of streaming / filming of performances; Tupac Shakur’s (holographic) performance at Coachella in 2012; holograms and networked performances; programming to incorporate additional digital content; opinions on entirely virtual artistes; possible digital futures for existing (and/or new) festivals; and the concept of ‘liveness’. Video walls and live streaming were the least contentious formats, while virtual artists proved most unpopular. The apparent ubiquity of mobile devise ownership amongst festival attendees, and tendency for audiences to interact with performances using technology, suggest significant change is already underway. Further research topics include; ‘liveness’ in making and receiving content