Fans Relive Springsteen Via USB, The Boss Recoups The Cost
By Keith Nelson Jr.
When Bruce Springsteen released his debut album Greetings From Asbury Park, NJ, personal computers were still five years from being marketed to the masses. Over 40 years later, Bruce Springsteen is implementing technology with new music promotion strategies in 2014. In a recent interview with NPR, the legendary rocker announced that he will be selling USB wristbands to fans online and at his current tour for $40. When connected to a computer, the USB wristband will allow fans to download the official recording of the show, 48 hours after the performance.
Springsteen acknowledges the shift in pop culture consumption and is comfortable adapting to a world where “everything you do is recorded.” Back in 2011, Pearl Jam utilized a similar method by offering audio downloads of their Lightning Bell tour on Sirius XM’s Pearl Jam Radio. While these moves could be perceived as generosity from immensely successful bands, they have more monetary predications for acts attempting to collect lost revenue. Pearl Jams’ Backspacer tour contained 56 shows, had two legs in 2009 and 2010 that lasted five months in total and did not rank in the Top 25 highest grossing tours for either years. Springsteen has experienced considerably better success by ranking in the Top 5 for his last three tours, 2009’s Working on a Dream tour, 2012’s first half of Wrecking Ball World Tour, and 2013’s second half of the Wrecking Ball World Tour. However, in those three years, Springsteen’s tours were unable to sell out over 75% of their shows (58% in 2009, 75% in 2012 and 67% in 2013).
An artist such as Beyonce could benefit from Springsteen’s wearable technology, as she also has experienced similar touring inconsistencies. Her last two tours each grossed over $55 million yet had less than 70% of the shows sold out with her 2009 I Am…Sasha Fierce tour having only roughly 44% of its shows sold out. While this merchandising development can help the superrich get richer, the ability for fans to download a show could prove to be most beneficial to artists whose fanbase originated and is most popular online. With the rising popularity of social media and the expansion of avenues to release music online, more artists are garnering large fanbases without any physical representation (tours, physical albums, videos). Selling downloadable concert audio allows artists to maintain the distribution models to which their fans are accustomed, while allowing their spread-out fanbase to experience all of their performances no matter the location. From a fan engagement and business standpoint, Bruce Springsteen might have helped to usher in a future industry standard.
Keep in touch with Keith Nelson Jr. on Twitter @jusaire.
