The integration with Shopify allows fans to "join as a viewer, leave as a customer," says Maestro's executive vp of revenue.
When Billie Eilish performs her “Where Do We Go? The Livestream” global concert on Oct. 24, the Grammy-winning alt-pop star will be armed with a merchandise integration tool aimed at maximizing revenue during livestreamed shows.
That’s because Maestro, the livestreaming platform partner for the event, is today (Oct. 19) launching a new partnership with e-commerce platform Shopify to let artists integrate merch stores directly within their livestreams -- with Eilish being the first to use the feature. The slight change in user interface can make a big difference for sales: While most livestreaming platforms let artists link out to merch sites, it’s difficult to incentivize viewers to take that extra step. But allowing viewers to browse merch, add items to a cart and check out without ever leaving the stream "lessens attrition, because it enables a lot of one-click shopping," Maestro executive vice president of revenue Jordan Udko tells Billboard. "We’re making it a seamless integration."
Founded in 2015, Maestro is a white-label service which allows artists to design and host interactive livestreams on the website of their choosing, and supplies them with real-time data during each stream to help understand fan engagement and maximize financial returns. During the pandemic, clients like Erykah Badu and Melissa Etheridge have used Maestro to launch ticketed livestreams on their official websites, with Etheridge’s subscription-based series reportedly raking in $50,000 a month.