# Shoppable Digital Concerts Singer Zara Larsson is Hosting a Live TikTok Concert with Ellesse By Laura McQuarrie | Published 2021-09-11 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/digital-concerts References: [thedrum](https://www.thedrum.com/news/2021/09/07/zara-larsson-front-ellesse-shoppable-concert-livestream-tiktok) With the temporary closure of concert halls and entertainment venues, digital concerts have become the norm and Italian sportswear brand Ellesse is introducing a shoppable live experience on [TikTok](https://www.trendhunter.com/trends/boss-x-russell-athletic). Hosted by Swedish singer Zara Larsson, the live digital concert will give fans the chance to interact with the face of the brand's Autumn/Winter 2021 campaign. On October 1st, Larsson will give social media users the chance to tune in to hear the artist's latest album and see backdrops that complement the music for an immersive viewing experience. On TikTok, viewers will also be able to browse for items from the new collection as they watch the performance of the artist's Poster Girl album. The sportswear brand and singer will be continuing their partnership with a Spring/Summer 2022 collection. ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 73% | Activity: 88% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What's Driving This Trend - **Shoppable Digital Concerts:** Integrating e-commerce into digital events can be a disruptive innovation opportunity for the entertainment industry. - **Brand-artist Collaborations:** Partnering with popular artists to endorse a brand can be a disruptive innovation opportunity for fashion and sportswear industries. - **Immersive Viewing Experience:** Creating an immersive viewing experience for digital events can be a disruptive innovation opportunity for tech companies and event organizers. ### Who This Affects Most - **Entertainment:** The entertainment industry can create shoppable experiences for their digital events to increase revenue and engagement with fans. - **Fashion Industry:** Partnering with famous artists to endorse products can lead to higher brand recognition and sales for fashion and sportswear companies. - **Tech Industry:** Creating platforms that offer immersive viewing experiences can be a disruptive innovation opportunity for the tech industry in the events space. ## Related on Trend Hunter - [Social App-Sourced Tickets](https://www.trendhunter.com/trends/tiktok-7.md) - [24/7 Live Shopping Streams](https://www.trendhunter.com/trends/247-live-shopping.md) - [TikTok Event Tickets Feature](https://www.trendhunter.com/trends/ticketmaster.md) - [Interactive Shopping Streams](https://www.trendhunter.com/trends/amazon-ads.md) - [brand-focused social media shopping](https://www.trendhunter.com/trends/super-brand-day.md) - [Concert-Centric Makeup Activations](https://www.trendhunter.com/trends/shimmer-studio-by-sephora.md) - [In-Stream Shoppable Experiences](https://www.trendhunter.com/trends/elf-cosmetics-twitch.md) - [Interactive Metaverse Pop Concerts](https://www.trendhunter.com/trends/the-chainsmokers.md) - [Immersive Video Shopping Experiences](https://www.trendhunter.com/trends/asos-live.md)