Fernandes, Adalberto2025-01-102025-01-102024-12-132055-5911http://hdl.handle.net/10400.1/26607Purpose Investigate the effects on audiences of musical events based on the digital simulation of artists who have already passed away, utilizing comments on YouTube recordings of these events. Design/methodology/approachComparative analysis of the two most viewed videos of events featuring the singers Michael Jackson and 2Pac, with a combined total of 150,000,000 views and 100,000 comments, employing a quantitative and qualitative linguistic analysis of the most frequent words in the comments. FindingsThe Michael Jackson event elicits ambiguous reactions from audiences who appreciate the opportunity to see an artist who has already passed away but simultaneously express unease due to the fact that the artist is deceased. The comparison with the 2Pac event, which is received more positively, suggests that the technological quality of the simulation is a determining factor in making the experience of the event positive or negative. This implies that technology serves to make the event more lifelike. Originality/valueThis is the first systematic study of audiences of digital post-mortem musical events based on YouTube comments. It claims that the simulation of the artist is not merely a reproduction of the artist as they were alive, but a different type of event that can evoke equally strong emotions because it challenges the barrier of death.engPosthumous eventsPost-mortem digital concertsMixed-methodsMusic eventsVirtual realityArtificial intelligencePlatformsOnline communitiesDiscourse analysisSimulationMemoryjournal article10.1108/jtf-08-2024-01792055-592X