There is also a library of pre-recorded sounds available for artists to use during the shows to encourage the fans to sign up so they can pick the encore, win merch or a meet and greet. Artists can also incorporate ‘ SET.Live shout-outs’ into their shows: it’s recommended that they do it more than once, and give fans 30-40 seconds to check in, if they do. It’s good practice to show a digital QR code and the SET.Live URL on a screen 30-40 seconds before the performance, and can then be left up on the screen after the show too. The QR codes can be printed and put up around the venues – the same code can be used for the whole tour, so there is no need to print out new codes for each show. The key task for artists and their teams is to get those fans excited about signing up. Fans can simply join the experience via scanning the artist’s QR code or going to SET.Live where they’ll be automatically routed to the show thanks to geo-fencing. The process is very straightforward, there are no apps or software needed to download and disrupt the show. Once the SET.Live page is set up, fans can sign up to it.

On their pages, artists can also ask fans to sign up to their mailing lists, link social media channels and streaming services, add a pre-save feature, donations, links to exclusive merchandise and engage fans by giving them a chance to vote for the encore song. Alicia Keys, for example, announced at one show that everyone who signed up that night would receive a mixed and mastered recording from that concert. That might be a selfie they take with the crowd in the background, or something even more valuable. Some artists share exclusive content with fans who sign up. SET.Live makes it easy to set these up via its Sweeps tab: building competitions and then choosing the winner(s) and messaging them via the company’s own system (rather than to their personal number): They can create competitions, for example offering a signed poster, picture or even a guitar to fans, or offering meet’n’greets and VIP experiences. Like other direct-to-fan plays, SET.Live’s pitch is that it will help artists understand who their fans are, accessing the kind of data that has previously been inaccessible at a granular level on platforms including Facebook, Spotify, YouTube and TikTok.įor artists and their teams, the process starts by setting it up based on the tour schedule and preferences.

To use it, fans simply need a smartphone with internet access: the service works in their web browser rather than requiring a native app to be downloaded. Launched in 2022, SET.Live is a direct-to-fan engagement tool built by US music/tech company Music Audience Exchange (MAX).

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