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Do Late Night TV Show Appearances Still Move the Needle For Artists?
TV show performances, once a staple of rollouts, don't capture the same audiences they used to — but for some artists, the expense is worth it.
“We’ve had these conversations for a long time: Late night doesn’t move the needle,” says the major-label source, who nonetheless remains a proponent of such appearances because “ Jimmy Fallon or NBC helps spread a piece of digital content in an era when we’re constantly trying to break through the noise.” While Ken Weinstein, a veteran publicist whose company, Big Hassle, represents Phish, Jack White, the Pretenders and many others, acknowledges “labels are definitely more thoughtful about how they spend the money,” he adds that prominent talk-show performances can have promotional benefits far beyond the initial TV appearances. Peter Katsis, who manages Bush, booked frontman Gavin Rossdale on Fallon in January; a Tonight Show Instagram clip of “Glycerine” scored 344,000 views, and numerous media outlets covered the performance.
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