Backstreet Boys livestream concert watched by 45m viewers in China via Tencent’s WeChat app

Live music is back for good and is indeed back after its mandatory pandemic pause.

While thousands of people spent the past weekend (June 24-26) in the UK’s Glastonbury fields, the huge concert Living country recently saw its revenue soar to $1.8 billion across all divisions in Q1 2022.

Meanwhile, live streaming, a form that has become vital to the live music industry in the absence of live performances during the pandemic, is showing no signs of disappearing.

On Friday (June 24), a free Backstreet Boys livestream performance was watched by 45 million spectators in China via WeChat, the social app owned by Chinese tech giant Tencent. Holdings.

The news release media statement claimed that the event, sponsored by Lincoln and produced by 24/7 Productions, was the highest-attend live-streamed concert in the world. WeChat of an international artist.

The show, which was recorded at Rock Lititz Studio, Pennsylvania, reached 10 million viewers within half an hour.

WeChat has ended 1.2 billion active users as of Q1 2022, reaching 1 billion user accounts in 2018.

An additional element to the event was UK-based Driift, a producer and promoter of live-streamed music events, making guest appearances on the live stream from Irish music group Westlife.

Aired from Smock Alley in Dublin and directed by Chris Howe and the Driift-produced live stream saw the two boy bands duet from afar to the Backstreet Boys hit. I want it like that and Westlife’s My love.

Drift sold a minority stake in its business to the French-born music streaming company Deezer in October and follow Deezerinvest in DREAMa US-based live music streaming startup.

Driift was launched in August 2020 and as of October has sold over 600,000 tickets to live-streamed gigs with artists such as Nick Cave, Niall Horan, Kylie Minogue, Biffy Clyro, Andrea Bocelli, Laura Marling, Dermot Kennedy, Courtney Barnett and Sheryl Crow.

Friday’s event marks the second time Chris Howe and Driift have teamed up with Westlife and their management for a WeChat direct.

The band’s previous show, which took place in December 2021, drew 28 million viewers.

Driift says that on both occasions, the performances were specifically shot for viewing and consumption on mobile devices.

“It is a real pleasure to be working with Westlife again as part of such an extremely successful partnership.”

Sasha Duncan, Drift

Sasha Duncan, Head of Production, Driift, said: “It is a real pleasure to work with Westlife again as part of such an extremely successful partnership.

“Achieving this level of engagement in China is unprecedented for international artists, and also highlights the versatility of live streaming.

“Whether it’s a high-end cinematic or a performance like this, tailored for viewing on mobile devices, we’re proving that it’s possible to create a genuine connection with audiences. online.”Worldwide music business