Madden Brothers Expand Veeps Into All Access Streaming Video Platform

Dave Brooks
·4 min read

Benji and Joel Madden, the creative forces behind pop punk outfit Good Charlotte, successful music management outfit MDDN and streaming service Veeps are launching their most ambitious project yet.

Today the famous music brothers are launching Veeps All Access, a new Live Nation-backed online video subscription service built atop the Veeps live-streaming infrastructure developed and launched by the Maddens in 2018 and acquired by Live Nation in January 2021. All Access is a shift for Veeps, which has operated as a pay-per-view business up until now, charging customers to access live and on-demand streams by artists like Southern rockers Tyler Bryant and the Shakedown or soul and R&B star Miguel, typically priced between $9.99 to $14.99.

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All Access will grant fans access to all live shows streamed through Veeps as well on-demand content, special artist exclusives and original programing including the newly greenlit “Sidehustles” and “Artist Friendly,” Joel Madden’s music interview podcast-turned-video talk show, premiering tomorrow (Oct. 4) with Brandon Boyd of Incubus.

The price of All Access is $11.99 per month or $120 for annual pass, which is in line with other popular streaming services like Disney Plus which increases from $10.99 per month to $13.99 per month on Oct. 12, or Paramount Plus, which is now bundled with Showtime at $11.99 per month. Veeps also has struck early partnerships deals with Samsung, Ticketmaster, and Verizon and will be available on the Veeps app on iPhone, Android, Apple TV or Roku service.

Veeps All Access will kick off today with the premiere of The Postal Service and Death Cab for Cutie’s sold-out show from AZ Financial Theater, October and November will feature performances from a wide range of artists, including Run The Jewels, performing a special 4-night series live from the Hollywood Palladium October 11-14, pop acts Macklemore, Jessie Ware and Chappell Roan; hard rock, indie and alternative acts A R I Z O N A, Bad Omens, Bishop Briggs, Boys Like Girls, Misterwives, Nothing But Thieves, Senses Fail, Frank Turner and Waterparks; shows from rap and soul artists like OhGeesy, Flatbush Zombies, Kiana Ledé and Phabo and country artists such as Darius Rucker, Jason Aldean and Shane Smith & The Saints. New shows will be added weekly.

Joel Madden tells Billboard that the mission of Veeps has always been to connect fans who can’t attend a concert with their favorite artists, even if the artist is not touring in their city or the show is already sold out. He adds that by providing an affordable subscription option, Veeps is also helping Live Nation drive most artist discovery, connecting fans with a wider range of artists and their fan communities.

Veeps All Access will also include a wealth of archived content from artists including 5 Seconds of Summer, Aerosmith, Amy Winehouse, Dierks Bentley, Fall Out Boy, Imagine Dragons, Katy Perry, J Balvin, Lainey Wilson, Mumford & Sons, Muse, Niall Horan, Norah Jones, Poppy, PVRIS, Rage Against the Machine, Rolling Stones, Shania Twain, Slipknot, Sting, The Killers, The Smashing Pumpkins, Yeah Yeah Yeahs,= and more. Veeps will be powered by a show recommendation engine and nearly all concerts are delivered with spatial sound capabilities and high-quality 4K streaming.

Joel said partnering with Live Nation on the project has been critical to the company’s expansion, noting “If we call anyone inside Live Nation for help, we get support and access to a great group of people.”

Benji Madden added “there’s a lot of generosity with their resources and experience,” noting that “It’s taken a lot of investment build out a Netflix-style experience, but it’s important because everyone involved in this project believes that the future of live entertainment is access.”

That means reaching the far corners of the globe where bands don’t always tour — or finding a way for a fan that can’t be at the show to “have the same access that fans expect for their sporting events,” Joel Madden said. “We know that music fans are going to expect access more and more access with artists and we know that Live Nation is the right partner for to provide that access.”

Kyle Heller, co-founder and chief product officer at Veeps tells Billboard “one of the things that has blown us away on this journey is the attention a viewer pays to a Veeps show. We live in a world of 15-second clips, short-form videos, and quick 20-minute episodes dominating the landscape but when people switch Veeps on it’s not unusual for them to watch 2+ hours of content, uninterrupted. It’s unlike anything I’ve seen before.”

Live Nation CEO Michael Rapino added, “Live performances have a unique magic, and Veeps has done an incredible job bringing fans that experience in their homes. All Access is giving fans a new way to discover music and artists another marketing platform that will only continue to fuel the demand for live with an even bigger world of concerts at our fingertips.”

Subscription plans will initially be available in the U.S. with international expansion planned to meet Veeps’ global usership. Learn more and sign up at veeps.com.

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