The conclusion of “The Late Show With Stephen Colbert” by CBS marked the end of an era, notably impacting music artists who leveraged its performances for exposure. Historically, late-night TV offered musicians a unique platform to introduce their work to new audiences. The performances by preeminent bands like The Beatles on “The Ed Sullivan Show” are a testament to this. CBS did not revive the performance space of “The Late Late Show” after James Corden’s departure in 2023. NBC’s “Late Night With Seth Meyers” has reduced live music slots, while ABC’s “Jimmy Kimmel Live!” now hosts performances twice a week. This leaves NBC’s “The Tonight Show Starring Jimmy Fallon” as the only consistent booker of live performances. Despite this, emerging artists continue to see great value in these platforms and look forward to digital alternatives.

Impactful Performances on Late-night Shows

Performances on late-night shows have significantly transformed careers for some artists. One prime example is Future Islands, which gained viral popularity after appearing on “Late Show with David Letterman” on March 3, 2014. Their charisma and distinctive sound caught Letterman’s attention, leading to increased exposure. According to bassist William Cashion, despite initial skepticism from their team regarding the impact of TV exposure, the performance significantly boosted their popularity, leading to numerous festival invitations.

The Current Landscape for Emerging Artists

The scarcity of late-night spots primarily affects independent artists who struggle to gain exposure. Chloë Walsh, co-founder of The Oriel, points out that music bookers still strive to include promising acts alongside big names. However, there are other avenues for discovery, such as TikTok. Artists like Gigi Perez and Malcolm Todd have gained popularity through viral hits on the platform, which led to record label deals. Indie bands like Beach Bunny have similarly found success, translating online popularity to TV performances.

Reimagining Traditional Formats Online

The digital media landscape offers alternative platforms for music exposure. Walsh highlights young creators using digital spaces innovatively, such as “Track Star,” which combines music trivia with live performances, and Julian Shapiro-Barnum’s “Outside Tonight” on YouTube, incorporating outdoor settings for a fresh take on late-night performances. This approach often supports independent musicians, providing a crucial platform for underrepresented artists.

Shapiro-Barnum’s show features independent artists, spotlighting genres and performers not typically seen in mainstream venues. The format diverges from traditional studio settings, resonating with audiences seeking new and authentic voices. Beach Bunny, which performed during the first episode of “Outside Tonight,” sees it as a proactive step in filling the void left by traditional late-night music slots.

Exposure Over Sales in Performance Spaces

Although late-night TV spots traditionally offered exposure, they have not necessarily led to increased sales. Instead, they serve as showcases for touring and encourage organic fan growth. Music publicity experts argue the real benefit comes from radio playlist additions and festival promoter interest, as noted by Walsh. Digital platforms, including Shapiro-Barnum’s “Outside Tonight,” continue to facilitate these connections, proving valuable to artists seeking audience expansion.

Late-night TV performances remain a coveted achievement for many artists, providing significant exposure, especially for international acts touring in the U.S. Achieving such a spot, as emphasized by Walsh, continues to symbolize success and serves as a validation of an artist’s promotional endeavors.