How technology is blurring the live event lines

Live events are still hugely popular here in Australia. But is tech a friend or a foe for in-person, live experiences?

For many of us in Australia, attending live events is ingrained in us from an early age. Live music, live comedy, live theatre, live sport. It’s one thing watching at home on TV, experiencing it in person is another altogether. And the stats prove it. Sixty-four per cent of us attend at least one live event per year, and in 2022 ticketed attendance of live performances reached 24.2 million. That brought in $2 billion in revenue.

Globally, by 2028, live events are expected to generate US$2194 trillion – a massive increase on the worldwide total of US$887 billion in 2020.

In 2023, 41% of event pros organised more events than they were planning.

Quite simply, live events are big, big business.

And tech’s being used to enhance the experience – with more innovation on the horizon, too.

The need to make ‘in person’ even better
In days gone by, to see anything of a live event you’d have to be there in person. Then you may have been lucky to catch some highlights on TV.

When it comes to sporting events today, you’ve got a pretty straightforward choice – stay at home and watch it from the comfort of your own home or go to the game.

Gigs are a bit different, however, many of them are now being live-streamed. All of the music is available anyway and YouTube’s full of clips, too.

Lifting the live event experience
Admit it. You’re addicted to your phone. If you say you’re not, you’re either a) lying, or b) in a very small minority.

So, if you’re in the majority, that connectivity – again, whether we like to admit it or not – is important. And venues have realised this too, with ‘smart’ stadiums and entertainment venues readily embedding the latest high-speed Wi-Fi, as well as interactive screens and mobile apps to ensure you’re connected to the venue as well as whatever it is you’ve come to watch.

That connectivity, of course, enables food and drinks to be ordered from and delivered to your seat; it can also help punters find their seats in the first place, as well as access exclusive content that can add more depth to the event.

And it doesn’t end there. Tech’s being used to create new experiences too, with live features such as interactive chats and virtual meet-and-greets.

The Van Gogh Alive event, for example, which has toured worldwide, features a wonderful mix of ‘real’ and virtual through augmented reality, which really helps bring the story to life and uses tech to enhance the experience of being there in person.

When does a live event become blurred?
One of the best (or most creepy, you decide) examples of tech innovation in life entertainment is hologram concerts.

This isn’t new new, but it’s gathering momentum and could well become much more normal than novelty.

Across the world (OK, mainly in Las Vegas) hologram concerts featuring the likes of Whitney Houston, Roy Orbison, ABBA and Tupac have attracted huge audiences.

And you can see the appeal. After all, who wouldn’t want to experience some of music’s greats? The technology might need a bit of fine-tuning – the Whitney Houston hologram gig got a two-star review in The Guardian, which said the hologram’s mouth didn’t always quite seem in sync with the lyrics, and didn’t open its mouth wide enough to emit the sounds that were supposed to come out of it – but as with all tech, it’ll get better.

And, while that would change the complexion of the games and events we love, the money that will flow in through subscriptions and advertising opportunities for brands, will undoubtedly smooth over any rough patches.