New York based digital music firm eMusic, the company behind the first online store for MP3 downloads, has launched a new platform for the live music industry to stage virtual concerts.

The platform, called eMusicLive, has been created in partnership with London-based digital music solutions provider 7digital, and will premiere with a series of exclusive live performances from emerging artists including Dirty Blonde, The Periwinkles, Duthie, Jordan Tice, ESKOH, Nathan Storey, and WANYI.

eMusicLive is hoped to provide a commercially viable way for artists to monetize livestreaming in the same way as traditional gigs by bundling ticketing, music sales, merchandise and collectibles into revenue opportunities.

Artists can embed streams from YouTube Live, Twitch, Instagram Live or host a performance directly, and offer real-time VIP experiences, Q&A and virtual rewards.

“At eMusic, we believe in technology that creates sustainability, removing inefficiencies or providing new income streams for artists,” explains eMusic President, Tamir Koch.

“Even before COVID-19, artists performing online have been limited to platforms where they play for free and rely on multiple suppliers – this creates a fragmented approach to planning and promoting events as well as selling tickets, merch and music.

“We’ve built eMusicLive to bring all these commercial options together in one end-to-end solution. For the first time, this means livestream can be a primary source of income for artists,” Mr Koch added. “Our unique partnership with 7digital will allow artists to generate income streams from music sales and interact seamlessly with fans from all corners of the world, which sets our new offering apart from anything else on the market today.”

Commenting on the partnership, Paul Langworthy, CEO of 7digital, said: “Social distancing measures in place around the world are creating an opportunity for new forms of live artist-to-fan engagement.

“While there are plenty of platforms, none have captured the true essence of a proper show, which should include both the performance value for the fan and commercialization value for artists. We are delighted to now be delivering this with eMusicLive, using our commercial to help recover lost income for artists.

“This is a new, emerging style of platform that we also see having tremendous value for venues as well as retailers and brands for whom music can play a key role in their engagement strategy or business model.”