Having spent more than 25 years in the concert promotion industry, I have seen firsthand how artists rise to stardom.
There was a time when success depended almost entirely on television appearances, hit records, radio airplay and major publicity campaigns.
Today, those rules have changed.
We are now witnessing the emergence of a new generation of concert artists whose careers are built largely through YouTube and social media.
Artists such as Gigi De Lana, Sweetnotes’ “Music and Missioned Souls” have shown that a strong digital following can translate into sold-out live performances, even without the backing of major record labels or extensive mainstream media exposure.
One of the clearest examples is Sweetnotes.
Before I produced their concert in Las Vegas, they had already demonstrated their drawing power by selling out a show in Hawaii. Recognizing the strength of their online audience, I brought them to Las Vegas, where they once again performed to a sold-out crowd.
Their momentum continued with sold-out concerts in San Francisco and San Diego. Their Los Angeles engagement has also drawn strong attendance, and upcoming shows in Seattle and Oregon are expected to follow the same trajectory.
This success is not accidental.
It is the result of years of building genuine relationships with millions of followers across YouTube, Facebook, TikTok and other platforms. Their audience was not built through expensive advertising campaigns, but through consistently delivering performances that people choose to watch, share and support.
As a promoter, I have learned that the most important metric today is no longer television ratings or radio airplay. It is audience engagement. Artists with loyal followers who actively interact with their content bring something even more valuable than traditional publicity—a committed fan base willing to show up.
The success of Sweetnotes is a clear example of how the entertainment industry is evolving. Digital influence has become one of the strongest indicators of concert viability.
For promoters, theater operators and entertainment buyers, the message is clear: Do not rely solely on traditional celebrity status. Pay attention to the numbers, the engagement and the community that artists are building online.
I believe we are only seeing the beginning of this shift. The next generation of major concert attractions will increasingly come from digital platforms, where audiences (not gatekeepers) decide who rises.
After more than two decades in the industry, I see this evolution as both real and exciting. It creates opportunities for talented artists to succeed based on their work and the genuine support of their fans.
If the success of Sweetnotes is any indication, the future of live entertainment has already arrived.
Editor’s note: Vicente Perez is a veteran concert promoter and producer, a recipient of the TOFA2024 President Biden Lifetime Achievement Award, recognized for nearly three decades of volunteer service in the Filipino American community.
