Time is an unstoppable force – while it may sound like a cliché, it holds a profound truth. The realm of rock music has often exuded an aura of timelessness, but the artists behind the music are as vulnerable as any of us. Eventually, even iconic bands like the Rolling Stones will cease touring, Stevie Nicks will step back from the spotlight, and we’ll find ourselves in a world without any surviving Beatles. This sobering reality is something both artists and fans must now confront as we witness a significant shift in the music landscape.

Looking back historically, the generational transformation we are on the brink of experiencing is unprecedented. While music in various forms has been part of human culture for centuries, the commercialization of music as a commodity truly began post-World War II. The groundbreaking release of the first 12-inch vinyl LPs in 1948 marked a pivotal moment. The 1950s heralded a boom now recognized as the dawn of rock and roll, but discussions about classic rock typically refer to a vibrant period that unfolded from the 1960s through the 1980s.

This remarkable three-decade span produced some of the most legendary artists to ever perform, including the Beatles, the Stones, Jimi Hendrix, Fleetwood Mac, Led Zeppelin, Guns N’ Roses, and many others. As we ponder the future, we are left to wonder what will happen to their remarkable legacies once these icons choose to retire or, unfortunately, pass away.

Will Virtual Avatars Revolutionize the Concert Experience?

In a groundbreaking move, the iconic band Kiss made headlines in December 2023 by unveiling their virtual avatars after concluding their final traditional concert. Although specific details remain under wraps, the band’s vision involves utilizing cutting-edge technology to craft an interactive, immersive concert experience that transcends the limits of reality.

“Everything evolves,” Gene Simmons stated regarding this innovative project in 2024. “We didn’t always walk upright. Many millions of years ago, we were four-legged creatures. Evolution is a constant, and you must adapt or risk becoming obsolete or fading away. We are embracing new technology, including A.I. and virtual reality. We refuse to be seen as relics of the past. Therefore, even the conclusion of one chapter can signify the dawn of another.”

READ MORE: Discover the Release Date for the Kiss Avatars

Given their history of pioneering commercial ventures, it is fitting that Kiss is leading the charge into the world of avatars. However, this venture is not without its risks. Although the ABBA Voyage virtual concert experience, which features the beloved Swedish pop group at their peak, has enjoyed immense success in London, a 2019 tour featuring a hologram of the late Ronnie James Dio disappointed many fans of the metal icon. Generally, the concert-going audience has expressed skepticism toward virtual events, at least until now.

How Live Concert Streaming is Preserving Musical Legacies

Kiss isn’t the only legendary act to retire from live touring in recent years. Other prominent artists such as Elton John, Aerosmith, Ted Nugent, and Kenny Loggins have also stepped back from the road, although many have left the door open for occasional performances. As these iconic acts diminish their touring schedules, fans have increasingly turned to streaming concert platforms as an alternative way to connect with their music.

Brad Serling, the visionary founder and CEO of nugs.net, a leading platform for streaming live and archival concert recordings, has partnered with numerous artists. Among them is Bruce Springsteen, who has been sharing his music through nugs for nearly a decade.

“[Springsteen] reached out to us at one point and said, ‘We want to release everything from our archives,’” Serling recalls in a conversation with UCR. “They truly wanted to unveil everything.”

Listen to an Archival Performance of Bruce Springsteen From 1984

To accommodate this extensive archive, Serling and his team devised a monthly release schedule that showcases the glory days of the Boss to a new generation of fans.

“We ensure the highest quality transfer technology possible. We perform speed corrections, tape cleanups, and mix multitracks from recordings that go back as far as 50 years.”

Simultaneously, nugs has been streaming Springsteen’s current tour, providing a unique blend of the past and present. Serling observes a similar trend among fans of contemporary artists, like the psychedelic rock band Goose or Billy Strings, who discover classic musicians through his platform.

“There’s a reciprocal discovery happening, where younger fans are unearthing classic rock catalogs that truly stand the test of time,” he explains. “These songs will undoubtedly endure long after the original artists have retired from touring. [Bob] Dylan, thankfully, is still performing. But in a few years, who knows? The same can be said for the Rolling Stones. We have an incredible library of full concert videos from the Stones in ’75 and the iconic Hyde Park show from ’69. It’s remarkable for a young fan attending a live show by Billy Strings or Goose to then have the opportunity to watch the Stones from Hyde Park in ’69. They may have heard of the Rolling Stones, but perhaps they’ve never taken the time to dive into their concerts and explore their extensive catalog.”

Embracing Commercialization: The New Norm for Rock Artists

The transformation of classic rock has led bands to evolve into distinct brands, with many artists capitalizing on their intellectual properties. You can find almost any product imaginable as a Beatles collectible, and your local department store likely offers t-shirts emblazoned with the logos of Guns N’ Roses, Led Zeppelin, The Doors, and more. The stigma around “selling out” has dissipated; it has become an accepted norm.

This trend of rock star capitalism extends beyond merchandise. In recent years, the sale of music catalogs has become a lucrative business, with artists like Pink Floyd, Springsteen, Dylan, and Queen raking in nine-figure sums for their works. The trade-off is significant; when artists sell their catalogs, the purchasing entity gains control over the songs, a scenario that would have seemed shocking during the anti-establishment counterculture era.

READ MORE: 40 Rock Artists Who’ve Sold Their Publishing Rights

“I’m not in the publishing business; I manage songs,” explained Merck Mercuriadis, the founder of Hipgnosis Songs Fund, one of the most prominent groups acquiring music catalogs recently, in an interview with Rolling Stone. “I’m here to shift longstanding paradigms that many believe are acceptable. The three major recording companies leverage their ownership of song catalogs to ensure those companies do not advocate for songwriters, allowing them to reap the majority of the financial rewards from streaming at the expense of the artists. If nothing else, we aim to catalyze change.”

While this trend has provided financial stability for artists and their families, it also means that new, younger fans are increasingly discovering classic acts through movies, television, or advertisements. Few could have anticipated that commercialism would play such a pivotal role in keeping classic rock alive, yet there’s one more trend aiding in the endurance of these acts.

The Future of Classic Rock: Bands Touring with New Lineups

Recent history has shown that a band’s appeal often transcends its individual members. If Queen can fill stadiums without Freddie Mercury and the Grateful Dead can transition to Dead and Company, there’s no reason why other legendary acts can’t follow suit. Noteworthy groups like Lynyrd Skynyrd and Blood, Sweat & Tears have continued to tour successfully without any original members, sparking debate among fans and musicians alike.

“If it’s not Steve Perry, it’s not Journey!” TV host Andy Cohen famously proclaimed on New Year’s Eve 2022, clearly siding with the band’s long-gone lead singer. “It’s just propaganda! That’s not Journey!”

READ MORE: Bands Performing Without Original Members

In a similar vein, Lou Gramm has previously voiced his concerns about his former band, Foreigner. “I can’t wrap my head around how they can tour without any original members and still call themselves Foreigner for years,” he remarked in 2023. “It might not be my place to judge, and perhaps it is a strategic business move for them, but it simply feels wrong to me.” (It’s worth noting that Gramm has since collaborated with Foreigner on several occasions.)

Conversely, Josh Homme, the frontman of Queens of the Stone Age, offered a different perspective. “Even if Lynyrd Skynyrd has become a cover band, people still want to hear these classic songs,” he reflected in 2023. “What’s wrong with that?”

Envisioning the Future of Classic Rock and Its Legacy

While no one can accurately predict the trajectory of classic rock, fans can find comfort in the knowledge that the genre will persist in some form. Whether through virtual avatars, streaming platforms, new band lineups, or alternative avenues, the music and artistry of these legendary performers will continue to resonate with new audiences long after they have retired from the stage.

As technology advances, fresh opportunities will also emerge for classic rock enthusiasts. During our chat, Serling shared that nugs is exploring an innovative integration that would synchronize the lights in a viewer’s home to brighten, dim, and shift colors based on the concert being streamed—enhancing the at-home experience to mirror that of a live event. He also acknowledged the growing potential of virtual reality as a concert platform.

“There’s a lot of excitement surrounding Apple Vision and similar technologies,” Serling noted. “Ultimately, I envision it evolving into some form of headset, whether it’s Apple Vision or another brand. Imagine experiencing concerts in incredibly high resolution, like 16K in a Sphere setting, whether on your head or in your room.”