Five ways the music industry is adapting to COVID-19
A live audience is an important part of the musical experience. Sure you can listen to an album in a car or through headphones. But it pales in comparison to the live experience that artists spend countless hours preparing for and fans wait months to see.
The “new normal” under COVID-19 has restricted live music for nearly 6 months already and experts are projecting it will remain in effect well into 2021. This has been crippling for musicians across Colorado and many shows and festivals have already canceled. Arise music Festival, Sonic Bloom Music Festival and Denver’s Underground Music Showcase have all rescheduled for 2021 or held virtual events. Independent venues like The Bluebird Theater are in even more trouble. A recent article by NPR revealed that 90 percent of independent venues would have to close in six months without federal assistance.
This has had an even more profound impact on struggling musicians who depend on the income of live shows to make a living. With the cancelation of entire tours and no way to make money in the meantime, artists are forced to adapt to a new platform of online marketing and virtual shows. Below are five ways musicians have begun to adapt to a culture without live performance.
Virtual Festivals
Livestreaming shows has been a constant thorough the pandemic and festivals have followed the format. Almost all of them have rescheduled their live events into 2021. Others have decided to give an online presence a try. The Tennessee based festival Bonnaroo is set to hold its first ever virtual event live on their YouTube Sept. 24–27. Colorado based festivals Arise and UMS have already successfully hosted online performances earlier this summer.
Community building and weekly shows
Another way artist are combating the COVID-19 pandemic is community building and donations. Artists have created weekly livestream shows where they connect with fans and play songs. They accept donations through livestream or request fans to follow them on the popular crowdfunding platform Patreon. Multiple Denver artist have adopted this source of income and outlet for their music and are using it to supplement the lack of touring cashflow.
Teaching online classes
In a time where social distancing is the new normal, another way artists are earning an alternative income is online classes. Whether it be vocal lessons, guitar lessons or even music theory, artists are channeling the knowledge they already possess in order to teach others who are interested. It works perfectly in time of quarantine because the discovery of a new hobby great for mental health in these isolated times. 303 Magazine has put together an extensive list of local Colorado musicians and schools offering online classes.
Zoom music videos and animated videos
Another trend in the music industry is animated music videos. With the inability to gather for extensive music video shoots, artists are resorting to creative new ways to release new content. An April article in Rolling Stone reads, “When COVID-19 shut down music video shoots, animators sprang into action.” Artist quickly turned to animated content producers to help fill the lack of new content and provide fans with something fresh that keeps their attention.
Donations for independent venues
With venues struggling just as much as the artist, some artist are livestreaming shows to raise donations for local venues. A great example of this is Boulder based artist Trevor Hall. An upcoming event description on the Boulder Theaters’ website reads, “To celebrate the upcoming release of Trevor Hall’s new album In And Through The Body, he will be performing a very special live stream concert from his hometown venue the Boulder Theater. Join us at 7pm MST on Saturday, Sept. 26.” The event is free with a suggested donation to support Trevor’s band and crew, the Boulder Theater and the Boulder Theater staff.
