<i>Did You Catch The Opener?</i> …Exploring the Transformative Dynamics of Opening Performances: A Quantitative Analysis on Streaming for Emerging Artists

Abstract This paper explores the impact of emerging artists serving as opening acts on larger tours, and how this exposure affects streaming metrics and audience growth. As the live music industry rebounded in 2023 and 2024, many smaller artists sought to benefit from this increased demand by opening for established acts. The study utilizes data from Pollstar, Songkick, and Chartmetric to analyze monthly listenership patterns before and after tours, tracking streaming metrics for 57 opening artists. Consumer and artist surveys offer further insights into the perceived value of these opportunities. Results suggest that while opening for major acts can lead to an immediate increase in streaming numbers, this often does not translate into long-term audience retention. Developing artists saw significant spikes in streams during tours, followed by a sharp decline post-tour, while more established acts showed more stable engagement. Consumer surveys reveal that while audiences may not buy tickets specifically to see openers, they often discover new music during these performances, with many continuing to follow opening artists after the tour. These findings highlight the complex dynamics of touring as a growth strategy for emerging artists in a competitive live music market.