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[Commentary] The New "Normal": Virtual and Live-streamed Concerts

 


    No one in the media and entertainment industry; could have possibly been prepared for the disruption and devasting effects that a worldwide pandemic (COVID-19) would unleash upon the industry. According to an article written on Observer, the global COVID-19 pandemic has roughly cost the entertainment industry $30 billion and that amount continues to climb.

    Life before the pandemic feels almost like a distant memory. Pre-COVID-19, concertgoers would typically purchase their tickets in advance and fill a variety of venues: from small theatres and clubs to mid-size arenas, or large stadiums to see their favorite artist(s) perform. However, given the current circumstances of the world, musicians, entertainment, and media companies are now having to shift to new entertaining methods or expand upon existing platforms to provide quality entertainment to their audiences.

    In the COVID-19 Era, the new 'normal' as far as concerts are concerned, is pivoting to virtual and live-streamed experiences. It should be noted before COVID-19 concerts and some music festivals already provided live-stream viewing experiences such as 'Coachella' and 'Lollapalooza'. However, the scale, production, and interactivity of what can be achieved through these live-streamed concerts have increased.

Here are some notable examples:

Pandora


Country singer Kane Brown was chosen to kick off Pandora's new live virtual concert series. The concert featured high-quality production values and a selection of various interactive virtual activities.

Tinashe


On June 5, 2020, the singer-songwriter Tinashe hosted her own virtual concert through a collaborative effort via YouTube and One Wave. Earlier in the year, she hosted her first virtual reality solo concert effort also through the Wave company. As described on their website, "Wave has created a first-of-its-kind virtual show for next-generation audiences." All of the proceeds from Tinashe's Songs for You concert were donated to the Bail Project.

TikTok


The Weeknd, TikTok, and Wave are teaming up for an upcoming virtual concert experience that's set to take place on August 7, 2020. According to an article on the Verge, "Rather than appearing in person like a typical TikTok video or its previous live-streamed music events, The Weeknd will be represented by a digital avatar in what TikTok is calling its 'first-ever in-app cross reality experience.'" All the proceeds raised from the concert will be donated to charity; more specifically, the Equal Justice Initiative.

Global Citizen


Global Citizen and a star-studded array of talent came together for an important impactful cause; to raise money to help combat COVID-19 through a live-streamed concert experience.

    Even though COVID-19 has disrupted the normalcy we once practiced, artists and the entertainment industry is adapting and embracing the new 'normal', as the world continues to grapple with the magnitude of the economic impact the pandemic has caused. 













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