Space for music on late-night TV has dwindled. New media seeks to offer an alternative

The decline of late-night television as a platform for musical exposure has left emerging artists searching for new ways to break through. With the end of The Late Show With Stephen Colbert earlier this year, the once-thriving stage for live performances disappeared along with it. This marks a significant shift for musicians who relied heavily on late-night TV to gain visibility. While shows like The Tonight Show Starring Jimmy Fallon continue to feature regular live acts, others have significantly reduced their musical segments. For independent artists, this change represents a challenge, as traditional avenues for exposure become increasingly limited. The impact of late-night television on music careers can be traced back decades. A pivotal moment came on March 3, 2014, when rock band Future Islands performed on Late Show with David Letterman. The performance, which included the band's hit "Seasons (Waiting on You)," captured the attention of millions and propelled them into mainstream recognition. Bassist William Cashion recalled how the appearance transformed the trajectory of the band. “All the festivals that initially turned us down all of a sudden wanted us to come play,” he said. “Everything kind of shifted after that moment.” Despite the success of such appearances, the landscape has since changed dramatically. In recent years, several key late-night programs have either reduced or eliminated their live music segments. James Corden's departure from The Late Late Show in 2023 marked the end of one of the last major platforms for live performances. Similarly, Jimmy Kimmel Live! now features live acts only twice a week, while Late Night With Seth Meyers has scaled back its musical offerings. Only The Tonight Show continues to provide consistent opportunities for live performances. This trend has raised concerns among industry professionals and artists alike. Chloë Walsh, co-founder of publicity firm The Oriel, noted that fewer slots mean developing artists must compete more intensely with established names. “Of course, they have to book all the biggest things in the world, but they also have things that they want to champion,” she said. However, the reduction in opportunities has forced musicians to seek alternative methods of gaining exposure. Online platforms have emerged as viable alternatives for artists aiming to reach new audiences. TikTok, in particular, has proven to be a powerful tool for launching careers. Singer-songwriter Gigi Perez gained widespread attention through her viral hit “Sailor Song,” while Malcolm Todd secured a major label deal with Columbia Records following several TikTok successes. Indie band Beach Bunny experienced similar growth with their track “Prom Queen,” which went viral before the pandemic and led to performances on Jimmy Kimmel Live! and The Tonight Show. Legacy artists have also found renewed interest through digital platforms. Weezer’s 2010s track “Go Away,” featuring Best Coast’s Bethany Cosentino, recently resurfaced on TikTok and climbed the ranks on Spotify. Singer Lili Trifilio of Beach Bunny acknowledged the changing dynamics of music promotion. “It seems like a lot of different aspects of the album cycle have kind of been replaced with short-form content,” she said. “And it is a bummer because late-night is a service to musicians in such a major way. You are helping people reach new fans.” As the role of late-night television evolves, so too does the strategy for artists seeking exposure. While the traditional platform may be shrinking, the rise of digital media presents new possibilities. Whether through viral videos or social media engagement, musicians are adapting to find their audience in an ever-changing landscape. The future of music discovery appears to lie in a blend of old and new, as artists navigate both the decline of late-night TV and the emergence of online platforms.