.LDevineMusic explains, in her own words, her URL Tour — five unique shows on five platforms
: five unique shows for five different social-media platforms — Instagram, Twitter, Facebook, TikTok and YouTube — each corresponding with the date of a canceled show.about millennial angst, toldthe day after the final show on March 30. “I saw the reaction from fans. Aside from being sad that they couldn’t see the tour, people were starting to become a bit more panicky about the virus.
Helping her coordinate the shows were her manager, Teresa Raeburn of Major Influence; Warner Records digital marketing manager Luna Cohen-Solal; and Robyn Elton, senior account manager at social media and design agency CYOA, who works with Devine to manage her social media accounts. The streaming partners in turn provided best practices for livestreams and promoted the shows.
Still, the tour was about as successful a trek as an artist could hope for right now: The announcement brought on a flurry of press coverage, she sold out her merchandise , and Devine’s follower counts rose across the board as the digital gigs reached some of her biggest-ever crowds, online or off. It was an acoustic show with just my guitar, so it was pretty low-key. My music is electronic-based, and I like trying interesting productions on songs, so I rarely do acoustic performances. It felt like going back to my roots — I was literally in my living room in Newcastle [England], which is where I’m from and where I started playing gigs in pubs as a teenager. That was probably the last time I did a 45-minute set on acoustic guitar. I did songs of mine that I’d never played before.
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