The Triple Live Experience
A New Model for Music Touring in the Digital Age
For the past few years, I’ve been asking a simple but important question:
How do we make music touring sustainable again?
Anyone working in the live music ecosystem knows the truth. Touring has become increasingly risky and expensive. Fuel costs, crew wages, freight, accommodation, production, insurance and logistics have all risen dramatically. Meanwhile, ticket prices continue to climb, placing pressure on fans and creating uncertainty for artists and promoters alike.
The result is an industry that is still full of passion and creativity, but increasingly fragile from a financial perspective.
I believe there is a solution, and it sits at the intersection of live music, gaming, immersive technology and global digital audiences.
That solution is what I call The Triple Live Experience (TLE).
Why Dundee?
A few months ago I made a deliberate decision to relocate to Dundee.
Some people asked why.
The answer is simple: Dundee is one of the most important centres for gaming and immersive technology in the world.
The city has produced some of the most influential games ever created (GTA & Minecraft) and continues to be a global hub for interactive entertainment and digital innovation. This creative ecosystem makes Dundee a natural home for experimentation at the crossroads of music, gaming and immersive experiences.
Since arriving here, I’ve been fortunate to begin working alongside the incredible team at
CoSTAR Realtime Lab, a groundbreaking initiative supporting real-time immersive technologies, and I’ve also become a proud member of the Dundee & Angus Chamber of Commerce.
The collaboration opportunities here are extraordinary.
Dundee brings together:
• gaming developers
• immersive technology specialists
• universities pushing the boundaries of digital creativity
• entrepreneurs willing to try new ideas
For a project like Triple Live Experience, this is the perfect environment to build something truly transformative.
The Core Idea Behind Triple Live Experience
At its heart, Triple Live Experience connects three powerful worlds:
The Physical Live Show
The Global Digital Broadcast
The Immersive Virtual Experience
Instead of treating digital and physical audiences as separate, TLE merges them into a single ecosystem.
A live concert can now exist simultaneously:
• in the venue
• online
• inside gaming environments and virtual worlds
This dramatically expands the reach of live music beyond the physical limitations of a venue.
The Untapped Audience: 3 Billion Gamers
The global gaming market now includes over three billion people.
That’s an audience far larger than the traditional live music ecosystem can reach through touring alone.
Rock and metal fans, electronic music communities, and younger audiences already overlap heavily with gaming culture. Yet the music industry has barely scratched the surface of how these worlds can truly integrate.
Triple Live Experience allows live concerts to be delivered directly into gaming environments, immersive platforms and digital worlds.
This means a show taking place in a 200-capacity venue could simultaneously be experienced by fans across the globe.
It also means artists can build global fan engagement long before they ever step on a tour bus.
Autonomous Tour Support
One of the biggest challenges artists face is the financial risk of touring.
Traditionally, artists commit to tours with huge upfront costs and hope that ticket sales will cover the expenses.
TLE introduces a new concept: autonomous tour support.
Alongside the TLE performance and through digital engagement, we can create:
• digital collectables
• limited edition and advance tour merchandise
• tokenised fan experiences
• exclusive digital assets
These can be offered to fans before a tour even begins.
Fans become active supporters of the tour, not just ticket buyers.
This creates early revenue streams that can fund production, travel and logistics before the first show takes place.
Instead of gambling on ticket sales, artists can begin a tour financially supported by their global fanbase.
Digital Twins of Real Venues
One of the most exciting elements of Triple Live Experience is the concept of digital twins of venues.
A digital twin is a virtual version of a real-world venue recreated inside immersive platforms.
When fans attend a concert inside the virtual environment, the real-world venue receives a financial contribution.
This is crucial.
The digital world should not replace physical venues.
It should support and strengthen them.
By connecting digital performances to real venues, we can create a new revenue stream that benefits grassroots music spaces and independent venues that are currently under enormous pressure.
Bringing Back the Door Split Model
If the economics of touring improve through digital revenue streams, we can return to a far more artist-friendly model.
The classic door split deal.
Traditionally:
• The venue takes 20% of the door plus bar revenue
• The band takes 80% of the ticket income
For decades, this model allowed artists and venues to grow together.
But rising touring costs have gradually pushed the industry toward guarantees and complex financial structures that increase risk for everyone involved.
If autonomous tour support generates revenue before the tour begins, the financial pressure disappears.
Artists arrive at venues knowing the tour is already supported.
Venues take their fair share, artists take theirs, and fans enjoy affordable shows.
Lower Ticket Prices and Stronger Communities
If artists are no longer forced to recover all touring costs from ticket sales, ticket prices can potentially fall.
Lower ticket prices mean:
• more fans attending shows
• stronger grassroots scenes
• healthier touring ecosystems
This is not just about technology.
It’s about rebuilding the community around live music.
The Logistics Backbone
All of this innovation still needs something essential: touring infrastructure.
That’s where my company House of Tours Global comes in.
My philosophy is simple:
“One Call Gets It All.”
Through my trusted network, we can coordinate:
• global freight
• carnets and customs
• travel
• visas & carnets
• tour buses
• trucks and transport
• production logistics
and of course, Tour Management!
By integrating logistics into the TLE ecosystem, we create a complete support structure for touring artists.
Technology enables new revenue streams, while logistics ensures the tour actually happens smoothly.
A Moment of Opportunity
The music industry stands at a crossroads.
We can continue using the same touring model while costs rise and venues struggle.
Or we can embrace a new ecosystem where:
• digital audiences support physical shows
• gaming platforms expand music reach
• immersive technology enhances fan engagement
• venues receive new revenue streams
• artists reduce financial risk
Triple Live Experience is not about replacing live music.
It is about strengthening it.
An Invitation
This project is already gaining momentum here in Dundee through collaborations with technology partners, innovators and forward-thinking organisations.
But building the future of live music requires collaboration.
I’m actively looking to connect with:
• investors
• gaming studios
• immersive technology developers
• forward-thinking venues
• visionary artists and managers
• strategic industry partners
The opportunity is enormous.
The technology exists.
The audience is ready.
Now it’s time to bring it all together.
If you believe the future of live music should be bigger, more accessible, and more sustainable, then I’d love to start the conversation.
The revolution in live entertainment is only just beginning.