Emerging Patterns of Participation in Virtual Live Concerts: An Initial Study of UK Audiences Post-COVID

Digital disruption has radically reorganized the sociality and economics of the music industries. This is perhaps nowhere more apparent than at ‘virtual’ concerts in Massive Multiplayer Games such as Fortnite, in Virtual Reality platforms such as VRChat and in web 3.0 worlds such as Decentraland. This chapter presents the results of a study exploring the behaviours and values of audiences of live online music events. We begin by reviewing the existing literature on livestream and virtual music. We introduce our study of 1003 UK respondents, conducted in early 2023, finding shifts in audience behaviour and values that have endured beyond the era of COVID isolation. We conclude with insights about the present limitations to the appeal of virtual music events, the key features that are likely to drive greater adoption and participation, and a proposal for live music events in the metaverse that aligns with audience values.