Talent Buying in the Influencer Era

The relationship between viral discovery and sustainable touring success has become one of the most debated topics in modern talent buying. So just how is digital culture impacting the traditional artist pipeline and changing the way talent is evaluated?

This session will explore how TikTok, Instagram Reels, YouTube Shorts, and other short-form platforms are influencing artist development, booking strategy, and fan behavior across live entertainment.

Speakers will discuss the challenge of translating online engagement into ticket sales for outdoor festivals and events, identifying artists with long-term career potential, and balancing cultural relevance with financial viability.