In a sign of things to come, Mandolin, a major player in the burgeoning livestream industry, has signed deals to exclusively partner with four in-person festivals across the roots, hip-hop and indie pop genres this summer, including one collaboration with a cannabis sponsor.
In a deal spanning three of Planet Bluegrass’ events, Mandolin will stream the Telluride Bluegrass (6/11 - 6/13, 6/17 - 6/20), Rockygrass Festival (7/23 - 7/25), and Rock MTN Folks Festival (8/6 - 8/8).
As part of its exclusive partnership with the cannabis brand GKUA, Mandolin will also stream Lil Wayne’s UPROAR at the Torch (LA, 8/13).
As in-person events return as the pandemic wanes, festival organizers are turning to the hybrid format, and to Mandolin, in order to expand their audience to all, not just local, music fans, and to amplify their opportunities in terms of digital fan engagement, digital sponsorships, virtual artist meet and greets, and more.
Mandolin CMO Meghann York stated, "As in person events start to come back, we are here to complement the experience, bringing previously untapped audience groups as well as new revenue streams.”
In February, Mandolin produced and hosted the first-ever virtual Tibet House U.S. Benefit Concert, with a line-up which included Philip Glass, Phoebe Bridgers, Eddie Vedder, and more.
Tibet House Benefit director Beata Tikos was so pleased with the result, and the global reach, that she plans to make livestreaming a permanent part of the event, even when it goes back to a live presentation, for a hybrid approach.
Other livestreamers have also gotten into the act, with Moment House covering the recent pair of Clive Davis Pre-Grammy events and NoCap hosting Todd Rundgren’s “tour” dates, which emanated from a single Chicago location but maintained the illusion of doing “local” shows.