What’s a Livestream Worth?

In April, Dutch DJ Oliver Heldens cruised the canals of Amsterdam in an open-air boat outfitted with turntables, blasting a set of future house music that was streamed on YouTube.
The spectacle cost between $5,000 and $10,000 to produce, but Heldens made it free for viewers. He thought of it as a marketing expense to stay in fans’ minds as coronavirus lockdowns became the norm around the world, his manager, Dave Frank, tells Billboard.
In the five months since, livestreamed concerts are sl