Halsey gives concerts a makeover

The Future. Halsey and Live Nation are making makeup a bigger part of  live -music by debuting “in-person try-and-buy makeup experiences” to venues and festivals all over the country. The move doesn’t seem to be exclusive to Halsey’s shows, which means that the artist could be designing a rubric to generate revenue even when she isn’t playing.

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Per Fast Company, a makeover could be the opener for your favorite band. Live Nation is investing in Halsey’s two makeup brands, about-face and af94.

• At various venues and festivals around the country, Live Nation will roll out installations that allow concertgoers to sample products and apply makeup — both physically and virtually.
• Halsey already experimented with the pop-ups during her Lollapalooza appearance, and Live Nation plans to expand the concept to venues like New York’s Irving Plaza and LA’s Tthe Wiltern.
• It will also show up at festivals like When We Were Young and Rolling Loud New York.

Halsey said that makeup is key to her performances and overall vibe, saying that “makeup and music go hand in hand. I don’t fully become Halsey until the transformative moment in front of my mirror, where I lay out my kit. It’s the creative before the creative.”

And audiences feel the same. Live Nation reports that 84% of fans are “keen to experiment with new looks when attending shows.”