The Show Must Go Online
In early March, Atlanta musician Maggie Schneider and her four bandmates had just opened for another band, Sleep On It, at The Masquerade. Still high on adrenaline once her set was done, she continued to sing, dance, and bump shoulders in a room filled with fellow music lovers. In that moment, she and her band were happy, thriving, and scheduled to go on tour in June.
She never thought this would be the last time she’d be part of a live performance in the foreseeable future.
The next day, venues began cancelling their talent and Schneider’s tour fell through. Her circumstances were not unique. All across the nation, concerts were being canceled due to COVID-19. According to Rolling Stone, even Summerfest, a music festival that hosts over 900,000 people over 11 days to see musicians like Justin Bieber and Guns N’ Roses, made history by canceling for the first time in 52 years.
While the live music industry is struggling to support the once $30 million dollar business, emerging artists are finding innovative ways to connect and promote their own music online.
“I’ve been using social media to my advantage!” Schneider said. She connects by hosting The Masquerade’s weekly talk show livestream on Instagram called Mugs with Mags, where she chats with musicians, artists, and friends about the music industry.
Hayn Ruvis, a new artist who prefers to keep his music online only, has been trying to focus on his promotions. “I’ve been creating content and trying to release music on a more regular basis. Since nearly everything turned into something ‘online’ this is an opportunity for artists like me.”
Patrick Gilchrist, singer, songwriter, and guitarist for Not My Weekend, has been focusing more on his TikTok account.
“I have made more money on TikTok than I ever have making music,” Gilchrist said, immediately cringing and following his statement up with “Geez, that was such a flex. I’m also a douchebag.” His statement isn’t as much of a flex as it is truth. With over 140,000 followers and nearly 7.3 million cumulative likes, to say Gilchrist is successful on TikTok is an understatement.
“I think that’s the new normal. At least for the current state of things,” Alex Leben, former vocalist for RAWHIDE and self-proclaimed “metal head” said about releasing and promoting music solely online.
However, Gilchrist would hope Leben’s statement doesn’t become truth as he is itching to get back on stage once circumstances are safe again. Live shows are where musicians typically make the most money, but for Gilchrist, it’s also where he feels most happy.
“Playing shows in front of an audience is my favorite thing in the world,” Gilchrist said. “I am fully addicted to it, it’s what I love the most.”
There’s a formula to making a career from music. Gilchrist likens it to a sort of funnel system.
Making good music allows him to play bigger shows.
The more people that see him and his band perform live, the more likely that same audience will stream their music.
More stream plays results in booking bigger shows.
Bigger shows means more money and, in Gilchrist’s case, more happiness.
“So when I make a Youtube video or a TikTok it’s got to funnel back to the music so that can funnel back to the shows.” He said. “Everything I do is, like, just levels of what I love the most so I can do more of what I really love the most.”
Much like Schneider, Gilchrist’s band Not My Weekend was at the top of their game before COVID-19. They had just finished recording their newest record in Portland, Ore. last fall. They were planning to spend the rest of the year touring together. The band had all of June booked, were beginning to book August, and were planning to tour in fall 2020 as well. But, of course, that all fell through, too. Gilchrist said he and his bandmates are trying to combat the current uncertainty by making more music. “It’s confusing as hell,” Gilchrist said. “But, you know, I’m feeling good. Like, creatively I’m really inspired right now.” This goes for many artists who are making the best situation they can out of COVID-19 and using it to fuel their songwriting.
Looking at the increase in instrument sales and music creation software downloads, it seems the public feels creatively inspired, as well. Considering just how uncertain the future is, it makes sense that more people would gravitate toward music making, since it promotes stress management, cognitive function, may prevent overeating.
Perhaps even more musicians will emerge out of COVID-19 than before. For now, the world will have to wait and see from the safety of their phone and computer screens.
