MusicNews

Artists these days have a new concern at the forefront of their minds when designing tours and concerts: how they look not just to live audiences — but also to millions, and potentially billions, of people at home. A chief driver of that worry is Instagram.

In the last year, the social media app has added 300 million monthly active users — doubling in size and bringing its total global user count to twice the size of the population of the United States. Of that immense user base, nearly half follow 10 or more verified musicians. And even more are making regularly posts and Instagram stories about music, with concerts a particularly popular photo and video subject. “A show no longer starts when the curtain rises,” entertainment architect Ray Winkler, who designed Beyoncé and Jay-Z’s On the Run II tour, told Rolling Stone earlier this summer. “The show starts the moment the first person takes a picture of it.

As Instagram continues on its explosive growth trajectory, artists are employing all sorts of tactics ranging from practical to outlandish to ramp up the visuals of their tours and the create the perfect “Instagram moment,” says longtime concert designer LeRoy Bennett, who’s produced iconic shows for Madonna, Prince, Lady Gaga, Paul McCartney and a litany of other household names. Rolling Stone caught up with Bennett on how the trend is changing the concert industry — and where it will go from here.

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