Remove ads, unlock a dark mode theme, and get other perks by upgrading your account. Experience the website the way it's meant to be.

Underoath Is Raising the Bar for Livestream Concerts

Discussion in 'Article Discussion' started by Melody Bot, Jul 21, 2020.

  1. Melody Bot

    Your friendly little forum bot. Staff Member

    This article has been imported from for discussion. All of the forum rules still apply.

    Bryan Rolli, writing at Forbes:

    The other goal of the Underoath: Observatory is to compensate for all the touring revenue lost this year. Early metrics suggest the band will easily achieve that. When Facebook published their new online store early a few Thursdays ago, 100 fans placed orders within the hour. The band played up the technical hiccup, emailing refunds and inviting fans back the following Monday with the code “UNDEROATHPATIENTZERO.”

    Roughly 80 people opened the email; within the first 10 seconds of relaunching the store, 280 people had visited the site with a conversion rate of $800 per email. Underoath passed the six-figure threshold in the first two days of sales.

    Not only does the Observatory have the potential to match the gross of a major six-week tour, but without the accompanying expenses—buses, gas, flights, hotels, freight and a full road crew—the band members and limited crew could walk away with significantly more money in their pockets.

    Not bad, not bad at all.


    Not all embedded content is displayed here. You can view the original to see embedded videos, tweets, etc.
  2. tobytobes


    So when the band (or any bands) do this, are they still splitting the profits between everyone that would have been on tour with them or is it usually just for the bands themselves?

    Obviously it's everyone's own prerogative to do whatever they choose, but I was curious if they still cover the howeverManyPeopleTourWithThemCrew with these kinda thing.
  3. SuNDaYSTaR


    That is pretty impressive. Obviously, not every band has a fanbase like theirs, but still.
  4. mrenkens007

    Surprise, Surprise Prestigious

    To think we got from Ben Gibbard sitting in front of his computer at the start of quarantine to this is just... exponential growth.

    The LITSOS set was truly insane and I'm looking forward to the next two.
    SuNDaYSTaR, Brent and disambigujason like this.
  5. cosmickid

    Composer, but never composed.

    nuts. this is game-changing stuff, right?
  6. carlosonthedrums

    Cooler than a polar bear's toenails Prestigious

    Yeah, the production value of that first show was terrific, and well worth the price. Happy to see these guys succeed, especially after those terrific Twitch album revisits they held over the past few months.
  7. Yes. The future is here.
    cosmickid likes this.
  8. This could definitely change on a tour-to-tour basis, an artist-to-artist basis, but I'm sure that many artists are aiming to recoup the expected income of tour crews, meanwhile others are probably contractually obligated to. That said, beyond mere conjecture, I have in fact seen artists talk about paying their crews using livestream/online store income.
    falafelmywaffle and cosmickid like this.
  9. cosmickid

    Composer, but never composed.

    funny that this has technically been possible for a very long time and it took pure necessity to stumble upon this gold mine. i'm sure we haven't seen the end of the creative innovation this pandemic will produce.
  10. tyler2tall

    Regular Supporter

    I think bands should be doing this every album cycle and every "special" tour. If the aniversary or acoustic tour isn't coming to my city, I'd love to pay $10 to watch it at home.

    How much was Yahoo Screen paying when they were filming a show a night?
  11. Drew Beringer

    @drewberinger Moderator

    forgot to buy a ticket for the live show this past Friday (will definitely do it for DTGL and TOCS) but I did purchase those vinyl represses with the quickness so they made $80 off me already haha
  12. kielhauck @kielhauck

    I was seriously taken aback by how good the stream was. Watched it a second time as soon as they uploaded it later that night. I was trying to do some ballpark math in my head about how much they might be making off this, but it looks like I wasn't even in the ballpark. Crazy to think this could match the gross of a major six-week tour.
    Brent and trevorshmevor like this.
  13. Drew Beringer

    @drewberinger Moderator

    and it looks like you can buy access to watch the show if you missed it which is dope
    falafelmywaffle and kielhauck like this.
  14. DeRRek


    Same. Never got the ticket but bought the vinyl box set. Didn’t even mind paying the shipping to the UK.
  15. Drew Beringer

    @drewberinger Moderator

    absolutely - the OG press of any of those records go for well between $150 - $300
    DeRRek likes this.
  16. DeRRek


    Haha. This is true. I was close to picking up the gold variant of TOCS just a couple of weeks before this was announced for £160. Had it in my cart but by the time I went to purchase that evening, someone had picked it up. Glad I never got it in the end.
  17. Sean Murphy

    moon pie, what a time to be alive. Supporter

    i've watched the LITSOS performance twice through so far, it's really special. i cannot wait to see them to DTGL. I'm least excited for TOCS but will definitely tune in for it.
    DeRRek likes this.
  18. WasteSomeTime


    I'm most excited for TOCS but to each their own, all albums are great in there own way.
    GageStillAlive and Brent like this.
  19. disambigujason

    Trusted Supporter

    I would absolutely 100% support bands doing these kinds of things between tours/special events/whatever. Especially as I settle into a career and have less time to travel, please give me all the virtual sets.
    sawhney[rusted]2 and tyler2tall like this.
  20. MrScott


    Could someone help me understand the following passage from this article?

    "Roughly 80 people opened the email; within the first 10 seconds of relaunching the store, 280 people had visited the site with a conversion rate of $800 per email. Underoath passed the six-figure threshold in the first two days of sales."

    What exactly does a conversation rate of $800 per email mean? I think I may be reading this whole passage incorrectly. Thanks in advance for anyone's thoughts!
    Analog Drummer likes this.
  21. DickyCullz

    Doesn’t have Ashley Madison

    I'd be interested to check these out. has it been uploaded anywhere? or is it a pay-per-view deal and once its over its over?
  22. DickyCullz

    Doesn’t have Ashley Madison

    being in a similar field, yeah things are moving very fast for innovation. it'll take some big guns for the higher end tech I've been working on to make this more mainstream but I'm super happy myself and my family of friends get to keep working during all this
    cosmickid likes this.
  23. DickyCullz

    Doesn’t have Ashley Madison

    unless I'm missing something these are just very well filmed shows right? There's no AR, XR etc layer? Just a straight shot multicam show?
  24. rxbandit89

    probably over-caffeinated.

    It means that for every email they sent out, they made about $800. That statistic is certainly one way to measure the effectiveness or success, but in this instance I don't think it accurately reflects the ways in which those dollars were actually made. 80 people didn't open the email and drop $800. What almost certainly happened is that 80 people opened the email, word got out from there (plus social media), and all sorts of people came in and purchased something on the website.

    So that's more or less a number that seems wildly taken out of context.
  25. MrScott


    Thanks for the reply! That makes sense now. Agreed that it's a somewhat misleading statistic, at least in how it's presented in the article.