{"id":9744,"date":"2026-02-06T15:24:29","date_gmt":"2026-02-06T15:24:29","guid":{"rendered":"https:\/\/www.billboard.com\/?post_type=billboard_pro_post&p=1236174583"},"modified":"2026-02-06T15:24:29","modified_gmt":"2026-02-06T15:24:29","slug":"as-late-night-tv-opportunities-dwindle-for-artists-the-industry-feels-the-squeeze","status":"publish","type":"post","link":"https:\/\/sarmiento24h.com\/?p=9744","title":{"rendered":"As Late-Night TV Opportunities Dwindle For Artists, the Industry Feels the\u00a0Squeeze"},"content":{"rendered":"
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On Jan. 5, the day bluegrass star Molly Tuttle<\/a> performed \u201cThat\u2019s Gonna Leave a Mark\u201d on Jimmy Kimmel Live!<\/em>, news broke that the long-running ABC late-night talk show would soon reduce its number of weekly musical acts to two. Tuttle\u2019s name and image appeared in several news stories about the change \u2014 good press despite the bad news. \u201cI\u2019ll take the windfall,\u201d says Kevin Spellman<\/strong>, her manager. \u201cUnfortunately, what we have is a significant limitation on opportunities to expose your music to a national audience, particularly in the smaller genres.\u201d<\/p>\n

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Kimmel\u2019s music reduction, along with Late Night With Seth Meyers <\/em>cutting its Fred Armisen-founded house band in 2024, and CBS\u2019 cancellation of The Late Show with Stephen Colbert <\/em>kicking in this May, means The Tonight Show Starring Jimmy Fallon <\/em>and Saturday Night Live! <\/em>are the only major late-night shows continuing to emphasize live music. It\u2019s a cultural shift away from the all-powerful TV era when an appearance on Johnny Carson\u2019s or David Letterman\u2019s shows could single-handedly break new stars, and it leaves the music industry flailing for big-swing promotional appearances.<\/p>\n

\u201cIt\u2019s just making it harder and harder for us to find outlets outside of social media and radio to really reach a lot of people,\u201d says Brian Schwartz<\/strong>, manager of Dawes<\/a>, which memorably covered the Beatles<\/a>\u2018 \u201cWith a Little Help From My Friends\u201d on Kimmel <\/em>with guests Aloe Blacc<\/a> and others in December, to promote their benefit show for Southern California fire victims. \u201cLate-night television, and TV in general, has become harder and harder. To take three nights away from us on yet another show, it\u2019s difficult.\u201d <\/p>\n

Reps for Jimmy Kimmel Live! <\/em>did not respond to inquiries, but the show\u2019s change in music over the last year reflects the diminishing power of late-night talk shows for artists \u2014 especially their initial airings on television. In the 2000s, Letterman and his top rival, Jay Leno, frequently drew between 4 million and 6 million TV viewers nightly, while their successors averaged between 1.2 million and 2.5 million throughout 2025. <\/p>\n

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Gwen Stefani appears on Jimmy Kimmel Live on Feb. 14. 2024.<\/span> Randy Holmes\/Disney<\/cite> <\/figcaption><\/figure>\n<\/p><\/div>\n

For artists, managers and labels, the dwindling promotional opportunities has meant tougher decisions: Most talk shows do not pay for performances, and artists frequently must cover travel expenses as well as luxuries like makeup and wardrobe. Sources told Billboard <\/em>in 2024<\/a> that such expenses can range from $150,000 to $225,000, or as high as $700,000 for Saturday Night Live!. <\/em>\u201cThey have, like, 2 million viewers of these shows, and that\u2019s what we get on daily posts on TikTok,\u201d Ethan Curtis<\/strong>, manager of singer-songwriter JVKE<\/a>, who played Fallon in 2022, said at the time. \u201cIt\u2019s an energy drain. We travel and train for the performance and do it in one take. It doesn\u2019t feel worth it for every song.\u201d<\/p>\n

Traditionally, labels have paid for the performances, which, when they go well, can significantly boost music sales and streaming \u2014 not to mention draw attention to upcoming tour dates. (They frequently take the costs out of the artists\u2019 own budgets, to be paid back after artists recoup their advance payments, according to standard record deals.) Some labels, says a source who used to work on music in late-night television, have recently insisted that the talk shows themselves cover these expenses \u2014 which may be one reason the shows are cutting back. \u201cI imagine they\u2019re being much more careful,\u201d the source says. \u201cSomeone that could have a song on the Hot 100 isn\u2019t as attractive to bookers. Maybe they\u2019re only looking at the Top 10.\u201d<\/p>\n

\u201cThey\u2019re cutting back because some of the monologues are getting longer, or you have multiple guests and there\u2019s movie studios who put these actors on media campaigns to sell movies. They\u2019re pushing for \u2018You want one of our top stars? I want to get two segments,’\u201d Spellman adds. \u201cI get it. There\u2019s a lot of money invested in these promotions.\u201d<\/p>\n

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For artists who\u2019ve booked performances recently on top late-night shows, the payoff is still worth it. Dawes and Friends\u2019 Kimmel <\/em>performance has landed more than 66,000 YouTube views, and Tuttle\u2019s Kimmel <\/em>appearance earlier this month drew nearly 50,000 YouTube views, plus 4,500 likes on Instagram \u2014 not to mention what Spellman calls \u201ccut-downs,\u201d or snippets and excerpts posted not only by fans but media reports, including those about Kimmel<\/em>\u2018s music reduction. Referring to ABC briefly yanking Kimmel\u2019s show due to political pressure last September, Spellman says, \u201cSince Kimmel came back, his audience is significantly higher. It\u2019s hard to measure exactly the impact on eyeballs and views on social platforms, but it is incredibly significant. That\u2019s the part that is a bummer, that we\u2019re going to miss out on.\u201d<\/p>\n

Career-making late-night TV performances have been rare in recent years, compared to, say, Phoenix<\/a>\u2018s 2009 SNL <\/em>appearance that turned its album Wolfgang Amadeus Phoenix <\/em>into a smash. But they still happen: In late 2023, Kimmel <\/em>aired R&B singer October London<\/a>\u2018s performance of \u201cBack to Your Place,\u201d complete with a Snoop Dogg<\/a> introduction and a pricey seven-piece band. The clip landed some 300,000 YouTube views \u2014 and enough buzz to increase ticket sales for London\u2019s show at Brooklyn Steel later that night by 100. \u201cIt\u2019s not nothing,\u201d Adrian L. Miller<\/strong>, then London\u2019s manager, later told Billboard.<\/em><\/p>\n

The Kimmel <\/em>music reduction, as well as the loss of music on Meyers <\/em>and the impending cancellation of Colbert, <\/em>is a \u201cblow to everybody \u2014 the artists, the labels, the teams, the show,\u201d Schwartz says. \u201cIt\u2019s just another kick in the marketing shins, so to speak.\u201d<\/p>\n

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Trending on Billboard On Jan. 5, the...<\/p>\n","protected":false},"author":1,"featured_media":9745,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[55],"tags":[],"class_list":["post-9744","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entretenimiento"],"yoast_head":"\nAs Late-Night TV Opportunities Dwindle For Artists, the Industry Feels the\u00a0Squeeze - 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