The internet is full of loud but fleeting viral moments, but Calum Anderson is harnessing the long-term power of livestream. He has always believed in building real connections with fans, developing new talent, and shaking up the music industry. His approach, which focuses on long, interactive content, has proven in the past to be more effective than chasing fleeting trends.
The Power of the Livestream Audience
While everyone else in music was obsessed with social media trends, Anderson understood that “real fans come from engaged livestream audiences.” And he has proof in James Marriott, a UK Twitch streamer who hit No. 1 on the UK album charts without a traditional record label backing him. Marriott’s achievement supports Anderson’s belief that a good streamer often has “more musical talent and ability to command a physical crowd” than a social media influencer.
The “Creator-First” Philosophy
Anderson’s secret weapon? His own background in gaming and content creation. He’s not an outsider trying to cash in on livestreaming; he’s one of them. His insider view helped him build trust where traditional music labels often failed. He knew their world and offered strategies that respected their platforms, their audiences, and how they liked to work. “Most streamers hated music labels,” Anderson explains. “I was able to work with [streamers] by understanding their world and showing them a path forward.”
This creator-first approach has made Anderson the go-to manager for a new generation of artists. Besides Marriott, he works with global livestreaming superstars like IShowSpeed, xQc, Adin Ross, and PlaqueBoyMax. He’s also stayed ahead of the curve by co-owning a company that manages livestream rights, letting him create new kinds of deals between creators and the music industry that make sense for the unique industry that is livestreaming.
Anderson’s Industry Insight
Anderson’s vision is stronger thanks to his recognition in The Music Network’s 30 Under 30 list in 2021 and his early investment in ACTA, an Australian talent booking platform, in which he invested with industry bigwigs like Paul Dainty. He’s a big player in Australia’s comeback music scene, and he supports digital-first artists and is genuinely committed to the industry’s growth. “I’m eager for the Aussie music industry to be a powerhouse again…” he explains.
For both aspiring creators and industry pros, Anderson’s advice is simple and straightforward: “Trust your gut. If you’re obsessed with something, you’ll see more opportunities than someone with 20 years’ experience.”
He encourages a persistent approach, suggesting that creators “call your shot and force it to move forward, even if everyone says no.” His own journey, pitching Marriott to labels focused on quick-fast social media content, only to prove them wrong, shows how resilient and stubborn he can be. His work of explaining complicated livestreaming deals to a traditional industry makes him a strong problem-solver, but it’s a job he enjoys.
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The Future of Music
For the future, Anderson is confident that “the live-creator/artist space will only continue to grow.” He believes the deeper connection built into livestreaming, where fans can interact live with creators and other fans for hours, is exactly what audiences are craving.”
The world may be full of short, fleeting content, but Anderson is dedicated to real, long-term engagement through livestreaming. And, for him, it isn’t a trend; it’s the smart plan forward for the future of music.
Rolling Stone AU/NZ newsroom and editorial staff were not involved in the creation of this content.
