Spotify is pushing one of its major editorial playlists off the screen and onto the stage.
The streaming company and Live Nation Urban are planning RNB X Live: Dallas, a one-day event scheduled for November 1 at The Pavilion at Toyota Music Factory in Irving, Texas. Erykah Badu and H.E.R. are among the announced artists.
Music Business Worldwide reports that Spotify describes the event as its first standalone R&B concert and the largest live extension yet of its RNB X editorial playlist. Select performances are expected to be streamed exclusively.
Playlists are becoming entertainment brands
For years, playlists have functioned primarily as discovery and listening tools. Turning RNB X into a ticketed live experience changes the role of the playlist. It becomes a recognizable event brand that can connect streaming, ticketing, sponsorship, artist marketing and exclusive video.
The strategy also strengthens Spotify’s relationship with Live Nation. Earlier this year the companies announced a multi-year arrangement around Reserved, a ticket feature for eligible Premium users who rank among an artist’s most dedicated listeners.
For artists, the opportunity is obvious: editorial placement can potentially lead to live-event exposure. But the model will also raise questions about how streaming platforms use their data and editorial power to influence the concert business.
Amplifier Take: Streaming services increasingly want to own more of the fan journey than the play button. RNB X Live is another sign that playlists are being developed as full entertainment properties.