Photo Credit: YouTube
YouTube launches ‘Music Nights,’ a series of exclusive live concerts “for dedicated fans,” featuring album release parties and more.
Just a week after Spotify reportedly began shopping around to secure licensing to stream live events, YouTube claps back with “Music Nights.” The new series of exclusive concerts designed “for dedicated fans” will include release parties, intimate shows, and special tour stops, with the first three to feature Isaiah Rashad, Kacey Musgraves, and Bleachers.
“This year, we’re hosting Music Nights in music hubs across the globe, from Los Angeles, New York, Paris, London, and Tokyo to unique destinations with a special meaning to artists, like New Braunfels, Texas, and Asbury Park, New Jersey,” reads YouTube’s blog post. “You can dive into the full performances, relive standout tracks on repeat, and explore exclusive behind-the-scenes moments on Shorts, directly on each artist’s Official Artist Channel.”
Tennessee native Isaiah Rashad, known for his introspective lyricism and jazz-influenced production, has been carving out a unique lane in hip-hop. He recently took over Inglewood, California’s Intuit Plaza for an exclusive Music Nights performance to celebrate the release of his third studio album, It’s Been Awful.
Eight-time Grammy winner Kacey Musgraves celebrated the release of her highly anticipated sixth studio album, Middle of Nowhere, with three sold-out shows at Gruene Hall in New Braunfels, Texas. “I couldn’t think of a more iconic place to ring in the new album than historic Gruene Hall,” said Musgraves. “Built in the 1800s, this stage has a lot of good ghosts. Texas has some amazing middle-of-nowheres, and this is one of my favorites.”
New Jersey hometown heroes Bleachers, led by Grammy winner and Taylor Swift collaborator Jack Antonoff, staged a homecoming performance at the Stone Pony in Asbury Park to celebrate their latest studio album, everyone for ten minutes. The intimate setting was ideal for connecting with fans, with the band playing a free show to just 900 lucky attendees.
YouTube’s Music Nights is just the latest move in the ongoing rivalry between YouTube Music and Spotify. The two companies have become increasingly competitive in the podcast arena in recent months. But the live music scene is already fiercely competitive, and YouTube has a well-established foot in that door—which might explain the timing of the Music Nights announcement.
Last week, Spotify reportedly entered into talks with promoters to secure licensing rights to stream live video of music festivals. The streamer has already added some events, including some pre-recorded videos from Dua Lipa’s show in Mexico City.