The termination of CBS’s ‘The Late Show With Stephen Colbert’ earlier this year not only marked the end of a popular program but also led to the loss of its significant music offerings. This has posed a challenge for artists who rely on such platforms to reach new audiences. Traditionally, late-night television has been a key stage for musicians to attract attention. Historical examples include The Beatles on ‘The Ed Sullivan Show’ and more recent appearances like Chappell Roan on ‘The Late Show.’ Yet, the closure of James Corden’s ‘The Late Late Show,’ which was not revived after his departure in 2023, and the reduction of music spots on other shows like ‘Late Night With Seth Meyers’ and ‘Jimmy Kimmel Live!’ has left ‘The Tonight Show Starring Jimmy Fallon’ as one of the few programs consistently featuring live performances.
For emerging artists, showcasing music on these shows remains highly valuable. They hold hope that new online programming might offer alternative opportunities for exposure.
Impactful Moments on Late-Night Television
On March 3, 2014, the rock band Future Islands experienced a pivotal moment on ‘Late Show with David Letterman.’ The band’s performance captivated the host, and their exposure skyrocketed. Samuel T. Herring, with his distinctive voice, became a standout feature of the band’s success. Bassist William Cashion noted that their late-night appearance came during a transitional period for the band. Despite initial skepticism, the performance significantly boosted their career, leading to more festival invitations and greater recognition.
Challenges for Independent Artists
The reduction of late-night performance slots particularly impacts independent artists. These acts could greatly benefit from the exposure, similar to what Future Islands experienced. Publicity firm The Oriel’s co-founder, Chloë Walsh, highlights that music bookers must balance featuring top names while championing new talent. Fewer opportunities heighten competition between emerging artists and established names. Yet, alternative paths for discovery exist, especially in the digital realm.
Examples of artists gaining success online include Gigi Perez through TikTok with ‘Sailor Song’ and Malcolm Todd, who secured a major label deal with Columbia Records following viral hits. Beach Bunny, an indie band, saw their song ‘Prom Queen’ go viral, leading to late-night shows and further exposure. Even established acts like Weezer have seen renewed interest via online platforms.
Beach Bunny’s lead singer, Lili Trifilio, pointed out that the industry shift toward short-form content impacts traditional album cycles. While such content is vital, the absence of robust late-night support remains significant for artists reaching new audiences.
Reimagining Entertainment Formats
Younger content creators are stepping in, seeking to fill the gap left by traditional formats. Julian Shapiro-Barnum’s YouTube show, ‘Outside Tonight,’ exemplifies a reimagined approach. The show features live performances and operates outside conventional studio settings, hosting independent artists like Erick the Architect and Annie DiRusso.
Shapiro-Barnum’s approach demonstrates the necessity of innovation within the entertainment industry. He acknowledges the importance of live music in the show’s format and its role in creating an engaged audience. The show’s popularity suggests digital platforms can effectively support musicians.
Beach Bunny’s participation in ‘Outside Tonight’ echoes a larger trend in content creation, as digital creators identify and fill gaps in the media landscape. Trifilio hopes such innovation will spark a shift back towards longer formats, meeting audience demands for depth beyond bite-sized content.
Exposure vs. Sales in Live Performances
While late-night TV appearances provide significant exposure, they do not always translate to immediate sales. Nonetheless, performances can enhance touring opportunities and attract interest from promoters and radio playlist directors.
‘Outside Tonight’ offers a similar benefit. According to Shapiro-Barnum, performers see active audience engagement, fostering new fan bases in real-time. For artists, appearing on late-night TV remains a valued goal. Walsh notes that for international performers, a spot on shows like ‘Jimmy Kimmel Live!’ validates the effort of a U.S. tour, reinforcing the enduring significance of such appearances in their promotional strategy.