For many music fans, the anticipation of a live show is increasingly marred by an endless stream of social media clips. Long before attendees reach the venue, they are often exposed to detailed footage of set lists, elaborate stage designs, and specific choreography, making it difficult to maintain the element of surprise.
High-profile tours, including recent runs by artists like Olivia Rodrigo, Charli XCX, Ariana Grande, and Harry Styles, have been extensively documented online. This phenomenon forces some fans to take drastic measures to protect their experience. Last week, US pop star Olivia Rodrigo kicked off her Unraveled tour, and surprises from the show, which scores of fans have paid a lot of money to see, have already been dissected online.
Strategies for Avoiding Spoilers
- Audience approach: Some fans, such as 20-year-old criminology student Aurélie Collins, actively curate their social media feeds to avoid content. Collins frequently uses the “not interested” feature to filter out artist-related posts, admitting the process can make her digital experience feel bland but insisting it remains worthwhile for the sake of surprise.
- The cost of avoidance: Despite these efforts, avoiding spoilers is difficult. Collins, a long-time One Direction fan, felt “gutted” when a spoiler regarding Niall Horan appeared on her feed before she attended her first live concert of his after 16 years of fandom.
- Expert advice: Industry observers suggest that for those truly determined to remain surprised, the only reliable method is to completely step away from platforms like TikTok.
Not every fan views these viral clips negatively. For 22-year-old Georgia McAdam, online footage serves as a useful tool for planning, allowing her to understand what the stage looks like and where to position herself for the best view. McAdam views these spoilers as “teasers” rather than revelations that ruin the genuine excitement of a live performance. Spoilers tend to be guarded against with warnings, when it comes to films and TV series. Aurélia Collins always aims to go to gigs not knowing what to expect. According to aurélia Collins is one of them, spending weeks trying to trick her algorithm into not serving her content about her favourite artists and tapping “not interested” when videos come up, even though she, “it hurts my soul”. We couldn’t afford to go to events like this and hear live music and because it’s such a moment, I really want to take it in,” she says, when I was younger.
Artists are also responding to the digital landscape by introducing variations into their shows. By frequently changing set lists or adding surprise songs, performers can ensure that later dates remain unique. Taylor Swift, Sabrina Carpenter, and Jay-Z have all utilized such methods to keep audiences guessing.
Artist Responses and Industry Trends
- Dynamic performances: Laura Snapes, deputy music editor at the Guardian, notes that these nightly changes serve a dual purpose: they keep the audience engaged and maintain media interest.
- Statistical impact: Engagement metrics reflect this trend, with TikTok reporting that content using the #CharliXCX hashtag grew by over 40% since the start of her recent tour.
- Phone policies: Some performers are taking a stricter stance. Phoebe Bridgers, for example, requires fans to lock their phones and recording devices in specialized pouches upon entry, with violators facing removal from the venue.
Debate persists regarding whether phone bans are the correct solution. While McAdam believes recording is an integral part of the modern concert experience, Collins suggests that mandated spoiler warnings on social media platforms would be a preferable middle ground. Ultimately, even with full knowledge of the set list and production, unexpected moments of human connection—such as a performer pausing to blow their nose—ensure that no live show is entirely predictable.
Important Details
- I’m the type of person that loves to be prepared,” the 22-year-old says.
- Sometimes you get different surprise songs to what’s online or you never know what an artist might do,” she adds.
- Some artists have reacted by switching up their sets in small ways each night to make sure fans coming to later dates still see something unexpected.
