The decline of music's presence on late-night TV is a growing concern, and it's hitting the industry hard. The latest casualty? Jimmy Kimmel Live! cutting back on musical guests. But this is just the tip of the iceberg in a trend that's been years in the making.
Late-night shows have been a staple for artists to promote their music and reach new fans. However, since 2015, the frequency of musical guests has been dwindling. Stephen Colbert's Late Show, which once hosted performances almost nightly, now features music once or twice a week. And with its impending end in May, the platform will disappear entirely. Other shows like Late Night With Seth Meyers and The Late Late Show have also reduced or eliminated music segments, leaving artists with fewer opportunities to showcase their talent.
The impact is significant, especially for up-and-coming artists. Chloe Walsh, a music publicist, and Jim Merlis, a PR veteran, agree that the lack of late-night bookings is most detrimental to developing artists. With fewer slots available, these shows are more likely to prioritize established acts, making it harder for newcomers to break through. Merlis laments, "We've lost the middle class in music. It's feast or famine, and emerging artists are missing out."
The numbers are startling. In 2023, there were around 17-21 late-night performance opportunities per week, but now it's down to a maximum of eight, and soon, six. Kimmel's show, the only late-night program in Los Angeles, receives intense competition for its two weekly slots, favoring well-funded, established artists. The Tonight Show, soon to be the sole late-night show in New York, faces similar challenges.
While late-night bookings may not guarantee a sales boost, they offer more than just numbers. Walsh emphasizes the international appeal and legitimacy a TV appearance brings, especially for artists traveling to the U.S. Merlis adds that a TV spot can open doors for other marketing opportunities, showcasing an artist's live performance and overall appeal.
But here's where it gets controversial: Despite the potential benefits, late-night performances can be costly for artists, with expenses reaching up to $100,000. In an era where viral marketing and TikTok sounds can drive millions of streams, the ROI for these performances is questionable. Yet, advocates argue that the value lies beyond sales, impacting radio play and tour bookings.
As late-night music slots diminish, the industry wonders about the long-term effects. While some legacy TV spots, like Saturday Night Live, retain their allure, the overall decline raises concerns. Late-night bookings once provided a stepping stone for artists to build their careers, and their disappearance could have far-reaching consequences.
The question remains: In an evolving music landscape, how can artists effectively promote their work, and what role will late-night TV play in the future? Is the decline of music on late-night TV an inevitable shift, or is there a way to revive this once-vital platform? Share your thoughts and experiences in the comments below!
