Social media’s role in spoiling live concert surprises

The allure of live music is increasingly being challenged by the rapid spread of spoilers online, leaving many fans attempting to preserve the element of surprise for major concerts. Moments from recent tours by artists like Olivia Rodrigo, Harry Styles, Charli XCX, and Ariana Grande have quickly surfaced on social media, often dissected before many ticket holders have had the chance to experience the shows themselves.

For some fans, the anticipation and surprise are integral to the concert experience. Aurélia Collins, a 20-year-old student, dedicates time to actively curating her social media feeds to avoid spoilers. She describes the process as "hurting her soul" but believes it is "worth it for the surprise." Collins recounted being "gutted" when a spoiler about Niall Horan's setlist emerged before she could attend his concert after being a fan for 16 years. She values the full experience, which for her includes the initial surprise that opening night audiences receive.

Conversely, others find value in online spoilers. Georgia McAdam, 22, identifies as someone who "loves to be prepared" and uses online content as "teasers" to anticipate stage designs and setlists. She argues that online videos cannot diminish the excitement of the live event, noting that artists often introduce unique elements or surprise songs not shared online.

Adapting to the Spoiler Culture

In response to the prevalence of spoilers, some artists are introducing nightly variations to their performances. Taylor Swift incorporated bespoke outfits and surprise songs into her Eras Tour, while Sabrina Carpenter altered poses and segues. Jay-Z has also been modifying his setlists during his current tour. Laura Snapes, deputy music editor at The Guardian, suggests these variations not only keep fans engaged but also generate ongoing media attention, particularly on platforms like TikTok. Data from TikTok indicates a significant increase in posts related to Charli XCX's tour since its launch.

To combat spoiler saturation, some artists are implementing stricter measures. Phoebe Bridgers' tour requires attendees to lock their phones in secure pouches upon entry, with violations leading to removal from the venue. While McAdam opposes phone bans, viewing recording as part of the concert experience, Collins expressed openness to such measures if accompanied by clearer spoiler warnings on videos. Snapes, however, posits that genuine surprise can still be found in unscripted moments, citing an instance where Taylor Swift experienced a common human moment like blowing her nose during a show, an element beyond any planned setlist.