Madonna on Meerkat, Rihanna on Tidal: How artists are using new streaming platforms

  • TECH
  • Saturday, 11 Apr 2015

THE NEXT BROADCASTING WAVE?: Musicians want to reach young audiences with Tidal and Meerkat.

Madonna premiered her Ghosttown video on live-streaming app Meerkat, one of several platforms she's experimented with. Meanwhile, other artistes are flocking to Jay Z's platform Tidal and to Meerkat's Twitter-owned competitor, Periscope.

A number of celebrities, musicians and otherwise, have been playing with Meerkat, which allows anyone to stream live video using a smartphone. Its profile grew during the South by Southwest festival last month, although its star faded somewhat later in the month, when Twitter launched its own take, Periscope.

Musicians, ever on a quest to reach young audiences in newer and edgier ways, have tried their hand at the two video broadcasting platforms -- Jared Leto and Rio Ferdinand on Meerkat; Ringo Starr, Leto, Mary J. Blige and Deadmau5 on Periscope, to name a few -- although in releasing her newest video on Meerkat, Madonna may be the highest-profile star to do so.

Madonna is no novice in experimenting with new platforms: in February she debuted the video for Living for Love on Snapchat Discover, and a teaser for Ghosttown went out on Jay-Z's newly launched Tidal service ahead of the full release on Meerkat.

Over on Tidal, a host of stars are finding a home for exclusive content and premieres, and Tidal co-owners Rihanna and Beyoncé have already premiered videos on the platform.

For the moment, experimentation is in the early stages. Videos are relying on cross-promotion, as artists announce them on established platforms such as Twitter, Facebook and Instagram and share them via YouTube or Vevo shortly after the initial premiere.

Where live-streaming apps such as Meerkat and Periscope could come into play more and more is for fan interaction, such as Q & A chats, and potentially for live shows or studio sessions. Ringo Starr tested this out on Periscope when he answered live questions in the Capitol Records studio, and Katy Perry expressed openness to the idea in an interview with Mashable, saying, "You've got to embrace the future or you're left behind." — AFP Relax news
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