The future of Livestreaming

Laura Marling’s exclusive livestreams — which have sold to capacity — suggest that scarcity could be the key to more-lucrative online performances for artists. “It’s about establishing the fact that this is a proper show,” says Marling’s co-manager.

According to the scarcity principle, the harder something is to obtain, the more people will be willing to to pay for it. The modern record industry doesn’t seem too keen on this thinking — having roundly dismissed the idea of limiting major new releases to paid-only platforms. But things are already looking a little different in the burgeoning world of livestreaming.

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