Driift sells 85,000+ tickets for Little Mix’s O2 arena livestream

Little Mix’s final show livestream attracts an estimated audience of more than 200,000 – approximately ten times O2 arena’s capacity. Photo: Georgie Gibbon 

Driift has revealed that the final show of Little Mix’s Confetti Tour at London’s O2 arena sold more than 85,000 livestream tickets.

Broadcast live from the London’s O2 arena, on 14 May, and directed by Liz Clare of Gold Dust Films, the show was watched by ticket buyers in 143 countries – including 29,000 cinema-goers, who enjoyed a simulcast of the event via a partnership with Rippla in association with CinemaLive.

The livestream marked the final date on Little Mix’s hugely successful Confetti Tour and showcased Driift’s growing reputation for delivering truly hybrid productions, where online audiences share the real-time experience of a live “in-person” performance. 

With O2 arena completely sold out, Driift conservatively estimates that a further 200,000 Little Mix fans will have accessed the show online – ten times the venue’s 20,000-capacity.  

Ric Salmon, co-founder and CEO of Driift, said: “Now the music business has emerged from lockdown, and with gigs and festivals once again in full flight, we are only now seeing the full potential of livestreaming. The format is clearly here to stay, and with the right artist and the right creative and technical team in place, we can expand a single one-off performance into a genuine global event. The reaction from fans has been astonishing. I would like to congratulate Little Mix, their brilliant management team, and all our partners on this incredible achievement, and I’m delighted so many people around the world could share in such a unique and special moment.”

Harry Magee, co-founder of Modest! Management added: “Having worked with Driift on Niall Horan’s Royal Albert Hall livestream back in 2020, it’s been a real pleasure to repeat our partnership outside of lockdown. We are delighted with the results, and particularly that such a genuinely global audience could share in the celebratory experience of Little Mix’s last show at The O2.”

Co-founded by Ric Salmon and Brian Message at ATC Management, Driift has now produced more than 40 online shows for artists including The Smile, Westlife, Laura Marling, Nick Cave, Niall Horan, Andrea Bocelli, Kylie Minogue, Fontaines D.C. and Dita Von Teese. The company, which counts Beggars Group and Deezer as investors, also co-produced the award-winning Live At Worthy Farm livestream for Glastonbury Festival. Collaborating with globally-renowned directors, the business has now sold more than 700,000 tickets and won recognition from BAFTA, the Royal Television Society and The Webby Awards. 

Priced at GBP £13.00 / USD $17.00 / Euro €15.50 / AUD A$23.00, the original 8pm UK broadcast for Little Mix was later retransmitted for the benefit of audiences in North America and Asia. In addition to livestream access, ticket buyers could enjoy unlimited, on-demand, replays for up to 48-hours after the show ended. 

Fans also had an opportunity to donate to the band’s chosen charity partners, Child Poverty Action Group and Choose Love.