Bands used to ‘break’ on Letterman — now they’re recreating late night on YouTube

In recent years, bands have traditionally sought to break through on late-night television shows to gain exposure and access new audiences. However, as major networks have reduced the number of live performances on shows like CBS' "The Late Show With Stephen Colbert," NBC's "The Late Late Show With James Corden," and ABC's "Jimmy Kimmel Live!," independent artists are finding themselves with fewer opportunities to showcase their music to potential fans.

For emerging artists, live performances on late-night television can make a significant impact. When rock band Future Islands performed on "Late Show with David Letterman" in 2014, their TV appearance helped catapult them into true virality. The band's charismatic frontman, Samuel T. Herring, and their unique synth-pop sound captured the host's attention, who exclaimed, "I'll take all of that you got!" shortly after the performance.

This exposure led to greater interest from festivals and a greater sense of validation for the band's team.

Independent artists face unique challenges in securing live performance slots on late-night shows. With fewer opportunities available, developing artists are competing with bigger names for a shrinking number of slots. However, new media platforms such as TikTok and YouTube offer alternative avenues for discovery. Artists like Gigi Perez, Malcolm Todd, Beach Bunny, and Weezer have leveraged viral content on these platforms to launch their careers and gain major label deals.

Some internet creators are reimagining traditional late-night formats for YouTube, aiming to provide a more consistent late-night experience for artists. Julian Shapiro-Barnum of "Recess Therapy" launched the late-night YouTube show "Outside Tonight," which features live performances outside of a traditional studio setting. This approach caters to independent acts and offers a more personal connection between the artists and their audience.

Beach Bunny singer Lili Trifilio notes that the decline of late-night television slots has left a void in the music discovery process. While self-made clips on TikTok and YouTube may hold less value than traditional late-night performances, they still offer a means of reaching new fans. As the media landscape continues to evolve, internet creators and musicians alike are working to reimagine late-night television and provide new opportunities for artists to break through and gain exposure in the digital age.