Innovations and Evolutions - How did Covid-19 change the music industry?

The Music Industry

From Live Concerts to Virual Concerts

  

We have all been deeply affected by the pandemic in one way or another - or multiple! Besides working from home for almost a year, the pandemic has allowed me to discover new music and new artists. Most days, I turn on Spotify and let my playlists run wild. Thanks to Covid-19, I have come across a new genre (new to me anyway), called 'Lo-Fi,' and I listen to that when I'm doing homework; I don't know what it is, but it keeps me focused - Check it out!

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"Coming into music, even when I was a kid, one thing I learned is timing is everything. You being prepared is everything."

                                                      -Kelly Rowland

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Up until February of 2020, Concerts, festivals, live performance, etc., were part of everyday life - They occurred daily around the world and brought joy to millions of people. 

Music Consumption:

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Live concerts

The Energy

There is something special about going to a concert and watching a band perform live. The time and effort that goes into a show is tremendous, and in return that energy is felt in the crowd. I went to an Elton John concert in 2015 in Las Vegas, and physically watching him play the piano gave me the goosebumps. I was also lucky enough to fulfill a bucket list item in September 2019 when I saw Dave Matthews Band in Phoenix; talk about an experience that sticks with you. 

 

I'm not a dancer, but for some reason, I always find my way to the dance floor when watching a local band, especially Shagg. The freedom that live music creates is empowering. People are dancing, crowd surfing, cheering, and singing together; pure happiness. Collective Effervescence was a term discovered by French sociologist Emile Durkheim, which he describes, "when a group of people get involved in something that allows them to communicate the same though simultaneously while participating in the same action." Hundreds, or thousands, of people, are connected through one common interest and it creates unity and sets the vibe. 

Research done by Patrick Fagan at Goldsmith University and O2 found that live music is "correlated with feelings of well-being, self-worth, and closeness to others." The study went on to find, "That these feelings contributed to these positive mental feelings more than activities yoga or spending time with a dog." Wow! The value of live music is far greater than we realize, and it is nice to know that it doesn't have to be a Beyonce or Fleetwood Mac concert to embrace those emotions. Local venues allow you to discover new bands, music, and genres, while also providing some of the same energy and excitement created by superstars. I went to the Blue Loon in 2017 to see H3 perform, an Anchorage-based Hawaiian reggae band, and to this day, that is one of the best live concerts I have ever attended. 

The theatrics associated with a live performance is such an important piece to the experience. The lights, sound systems, special effects, outfits, and backdrops are what make the concert stand out. Additional props used are fog machines, strobe lights, flames, confetti canons, etc., and let us not forget about the backup dancers and singers. Outfits and costumes also glam up the show; rock band KISS, and pop singer, Lady Gaga, know all too well about the importance of a fashionable outfit on stage. 

"Here's the beautiful thing about this night: We will forever be able to say that we spent this time together."

                                                          -Stevie Wonder

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The Interactions

Another great feature of live music is the element of surprise! Who doesn't love a great surprise? If you have been to a live concert, primarily that of someone famous, there are multiple ways to create excitement through unannounced events. These moments allow the crowd to engage more and create a memorable experience.

Throwing memorabilia into the crowd is common at live concerts. Of course, you can buy some of those items at the show, but it doesn't compare to catching it in the crowd, thrown or given, directly from the artist. Drum sticks, guitar picks, and t-shirts are among some of the most shared items given out. Snagging an autograph at the end of the show is also an added surprise. Going home from a concert with a souvenir adds to the experience. 

 

Sometimes, an artist will bring one lucky fan on stage with them; and Elton John did just that when I saw him in Vegas. Near the end of the last song he sang, he brought a random person from the crowd to sit with him on his piano bench. How amazing is that? I saw Macklemore in Seattle in September of 2018, and he also brought a fan on stage and sang a full song to her.  

The most exciting shock that comes from a concert is the surprise appearance of another superstar. The experience becomes that much more thrilling when an unannounced guest joins in. Justin Timberlake did just that at Bridgestone Arena in Nashville in 2014 when he unexpectedly brought country singer legend, Garth Brooks, on stage to sing Brooks' hit song, "Friends in low places." 

Click HERE for a short video clip Taylor Swift bringing special guests on stage during her 1989 World Tour.

"I think a show is more of an interacting with friends than just you singing."

                                                                     -Post Malone

And now...

Is physically going to a concert a thing of the past? We see empty venues, concerts via zoom or social media, drive-in concerts, and on some occasions, strictly social distanced crowds with less energy and audience members wearing masks. The pandemic has forced the music industry to get creative and find new ways to go about business as usual while being safe. 

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Virtual Concerts

The Creativity

As live performances came to an end, the music industry had to shift ways of providing music and entertainment to the world. Virtual concerts hit the scene hard, and soon, many artists and bands would be utilizing that platform to promote their music, create income, and raise money for charities and fundraisers. Virtual concerts come with their fair share of issues, though. The live experience is missing, sound quality is lacking, and technical difficulties are common. 

In the early stages of this transformation, artists were taking to YouTube, Instagram, Facebook, etc., and going live. A quick and seemingly easy fix to a monstrous problem. However, with the extent of the virus, they needed something more. The industry found ways to host online concerts and live streaming through innovative entertainment companies. Live in your Living Room was an online musical festival that hosted 14 different artists, each with 30-minute sets, all organized by Only Much Louder. An online global company, Looped, created a virtual platform designed for artists to connect with their fans virtually and has been utilized by numerous stars including, Beba Rexha, Meghan Trainor, and The Chainsmokers. These experiences provide a virtual venue. 

This new way of music production, and promotion, it has lead to a unique way that artists and fans interact. Instead of traditional 'Meet and Greets,' fans are given the opportunity for one-on-one virtual meetings and tours. Although I would much rather enjoy the experience of going to a concert and meeting an artist in person, I do think the virtual setting can create an intimate experience, and allows you to discover the artist's authentic side. 

Artists are also utilizing 'Drive-in' concerts where concert-goers can watch from their cars. One of the first to put on this type of show was Keith Urban in Watertown, Tennessee, for healthcare workers in May 2020. Not certain of how the idea would unfold, Urban said, "We didn't know what to expect, but we also really wanted to take the opportunity to not only be the first one but do it for the health care workers." Not the way we are used to watching a concert, but because of the pandemic and social distancing requirements, it's a nice option. 

"Quarantine has not only forced artists and the music business to innovate but it has also forced fans to enjoy music and their favorite artists in new ways."

                           -Adam Aziz

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The Quality

How music is produced - from songwriting, recording, collaborating, and music videos - has all been significantly altered to accommodate official mandates and concerns over the pandemic. Without necessary equipment and staffing, pulling off the same quality of work has its fair share of challenges. 

In this video, Mariah Carey is signing one of her hit songs from the '90s, "Always Be My Baby." This performance was hosted by iHeart Living Room Concert For America. Mariah's voice sounds like she is in a studio, whereas her background singers have more of a natural sound. The timbre of her voice is not what we are used to. I also think a piano has a smoother sound to it, but of course, they aren't as accessible when throwing together a virtual performance. However, this is certainly not the quality one would get from a live, or better-developed production.

Josh Groban teamed up with BillBoard to put on an at-home show for fans in March 2020 after his concert was canceled. The audio and overall quality were noticeably lacking, as a fan claimed he sounded like he was down in a well. Groban responded with, "Surprise! I live in a well." The best part of the mini-concert came when Groban sang, "Raise Him Up" from his shower to get better acoustics. Additionally, Groban has continued to upload videos of him singing from his shower - and I must admit, it sounds pretty good! 

 "When you attempt to play an instrument like a violin, mandolin, or guitar through Zoom, the application thinks the high-frequency sounds from your instrument are feedback and eliminates them too. The result is that your audience hears music that cuts in and out. This is not great for a live concert."

                                                                -Jordan Schaenzle

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While working on this blog one night, The Late Show with Stephen Colbert came on, and oddly enough, one of his guests was Billie Eilish. First of all, what a cool chick! That was my first time seeing an interview with her, and it made me appreciate who she is and what she is about, especially being so young. Anyways, during the interview, Colbert asked her about an album she created during quarantine, and she said, "I don't think I would've made the same album, or even the album at all if it weren't for Covid." She went on to add, "That doesn't mean it's about Covid at all, it's just that, when things are different in your life, you're different. That's just how it is. So, I have to thank Covid for that, and that's about it."

That interview can be found HERE.

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Live concert or virtual concert, moving forward I think that the lyrics of a song will have a different vibe to them for years to come. The element of lyrics have a profound effect on the creation and development of music - beat, tempo, etc. The pandemic has affected us all and I believe music will continue to be an outlet for all musicians; writing from a new perspective. I praise the music industry for finding innovative ways to create and promote music, and I certainly think Covid-19 will have a lasting impact on the evolution of music.

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|Sources|

Dan Nosowitz Updated January 30, & Nosowitz, D. (n.d.). Research Says Experiencing Live Music Can Help You Live a Longer, Happier Life. Retrieved from https://www.bhg.com/news/live-music healthbenefits/#:~:text=A%202016%20study%20published%20in,stress%20hormones%20mean%20less%20stress.  Retrieved 22 Feb 2021.

How virtual concerts became the new normal in 2020. (2020, December 23). Retrieved from https://lifestyle.livemint.com/news/big-story/how-virtual-concerts-became-the-new-normal-in-2020-111608639129110.html Retrieved 22 Feb 2021.

Napoli, J. (2020, May 15). Keith Urban performs private, drive-in concert for medical workers. Retrieved from https://www.foxnews.com/entertainment/keith-urban-concert-medical-workers

Plummer, R. (2020, August 21). Pandemic biggest knock to live music in my life. Retrieved from https://www.bbc.com/news/business-53846576 Retrieved 22 Feb 2021.

Productions, S. 3. (2015, May 14). Post navigation. Retrieved from https://www.studio33.net/stage-rentals/why-use-special-effects-at-concerts.html Retrieved 21 Feb 2021

Ricklin, P. (2018, July 04). Artists Bring Celebrity Guests on Stage, Surprise Fans at Concerts. Retrieved from https://soundigest.com/2018/07/05/artists-bring-celebrity-guests-on-stage/ Retrieved 21 Feb 2021

Sativa Jones·June 26, 2., Features, & Contests. (2016, August 19). [Feature] 7 Reasons Why The Experience Of Attending Live Concerts Is A Must-Have. Retrieved from https://www.thecomeupshow.com/2013/06/26/feature-7-reasons-why-the-experience-of-attending-live-concerts-is-a-must-have/  Retrieved 21 Feb 2021

Spadacenta, A., Park, U. O., Brennan, A., Franz, M., Farrell, R., Karoline, . . . Chowdhury, E. (2019, October 15). The Euphoric Experience Of Going To A Concert. Retrieved from https://www.theodysseyonline.com/the-euphoric-experience-of-going-to-concert Retrieved 22 Feb 2021