BackstageEdition

Without rehashing all of the calamities and “WTF moments” that defined last year, it’s safe to say that the coronavirus left us all struggling to navigate this new normal – and the music industry is no exception. With lockdowns, occupancy limits and the sudden stigma surrounding large groups of people gathering, the live music experience was in a particularly vulnerable position.

While large gatherings are problematic under the best of circumstances, concerts have all the makings of superspreader events. As lockdowns and occupancy limits were enforced, live performances, once the bread and butter of the working musician, were canceled indefinitely.

But live – uh, finds a way.

From drive-in shows to in-game performances, we saw the live music experience adapt and innovate to keep artists, concertgoers and venue staff safe. While mass vaccination efforts are underway, expect to see some of these live trends continue through 2021.

Drive-In Shows

One way artists are able to perform while ensuring audience members maintain proper social distance is with drive-in concerts. DJ D-Nice, who had become a safer at home mainstay with his “Club Quarantine” live sessions on Instagram, played a free set for first responders in Hallandale Beach, Fla. in May. “The call and response became them honking their horns,” said D-Nice of his performance. “And once we all got into it, it started to feel like a party.” At around the same time, Keith Urban performed a small complementary drive-in performance in Nashville, serving as concert giant Live Nation’s first foray into drive-in shows.

Socially-Distanced Venues

Without a definite end to the pandemic, some new venues are being created with social distancing in mind. In August, Sam Fender performed to socially-distanced pods of concertgoers at the Virgin Money Unity Arena, an outdoor pop-up venue in Newcastle, U.K.. Designed to minimize contact among concertgoers, the 2,500-person venue allowed groups of up to five people watch performances on raised metal platforms, with food and drink ordered via app. Although everyone involved had an incredible time, after six-weeks, the venue was shut down early due to a rise in COVID-19 cases and new restrictions in the area.

Rooftop Performances

Less common but just as fun, a few restaurants around the country have been giving rooftop concerts a try. In June, artist Pat Finnerty and his impromptu band brought all of their gear up to the rooftop of bar/restaurant Johnny Brenda’s in Philadelphia, Pa.. As the music began to sound below, masked locals began to give their attention from nearby apartments, passing cars, and the “sidewalks and trolley platform below.”

Livestreamed Events

While nothing beats the concertgoing experience, “live” doesn’t necessarily have to mean “in-person.” Recently, artists have been filling the void created by canceled tours and shows by putting on livestreamed events.

One of the largest events, in terms of production cost and viewership, was Dua Lipa’s Studio 2054 livestream in November. streamed on the LIVENow website, had ticket prices ranging from an $11.99 early bird price to a $100 “Levitating Lounge Package” that included extra signed merch and behind-the-scenes access. The event, which cost $1.5 million to produce, sold about 284,000 tickets and was broadcasted in territories around the world. One of the reasons for its huge success was its accessibility. Lipa’s team “set up partnerships with DSPs in areas where individual ticket purchases weren’t as practical,” and set up deals with popular streaming services in India and China to stream the show for free, resulting in 95,000 and 2 million viewers respectively.

In-Game Performances

Quite unexpectedly, another avenue for content from artists is with virtual in-game performance. One of the largest events was Lil Nas X’s virtual concert on the game Roblox. The first of its kind on Roblox, the show aired on November 14 and attracted 33 million viewers. The performance, which you can watch here, demonstrated an amazing use of gaming technology to bring users a personal and immersive experience. Other artists like Travis Scott and J Balvin have now done similar concerts on the game Fortnite as well. Additionally, artists like Diplo, David Guetta and Code Orange have used the gaming livestream platform Twitch for music content.

TikTok Connection

During lockdowns and safer-at-home orders, the video-sharing social media platform, TikTok became a respite for millions of new users. A great source of entertainment and marketing, acts are using the platform to promote their music, connect with fans, put on live performances. It’s also allowing fans to discover emerging artists or rediscover artists that they may have forgotten about. One great example, is with ex-Disney stars Aly & AJ. Although the group has been back on the music scene since 2017, it was their 2007 hit, “Potential Breakup Song”, going viral on TikTok that catapulted the duo back into the spotlight. Since then, the re-released version of the song has garnered more than 7.5 million streams on Spotify.

For all of its many, many, many faults, 2020 was a great year for reimagining what the concertgoing experience could be. From creating immersive experiences and worldwide events to carving out spaces for the safe consumption of live music, the ways in which the industry has and continues to adapt, is encouraging.

One thing is clear: While COVID-19 may have ruined many live performance plans, the release, connection, and joy that music provides is alive and well.