Times of crisis are challenging. They upend our normal way of life. For musicians, that can mean no gigging, touring, cowriting, book signing, etc. But these same times can be transformative, offering options and opportunities that we might never have considered before. Necessity requires us to reinvent ourselves. During recent weeks, we see that all around us. We are being forced to rethink what we’ve done in the past and, more significantly, figure out new ways to do things in the future, including how to get our music out there and how to make money doing it.
FACT: Music doesn’t stop in times of crisis. If anything, it becomes even more necessary, both as distraction and as inspiration. Every musician knows that they don’t stop playing when they don’t have a gig. As musicians, we make music because we can’t not make music. And we need to share it. We will find a way to get our music out there, even if stuck at home. At times like these, we will rally and make musical lemonade from medical lemons.
Stores and restaurants may be closed, but the audience is still there. And they are bored. They still need music — now more than ever. They need to feel a sense of connection — to their favorite artists and to new artists that can inspire them. We just have to be more creative about finding them. (Being creative? That’s what we do every day.) Live streaming is the option right now when people can’t assemble. Whether you’re a songwriter, singer, player, orchestra, or band, you can still reach your audience and your fanbase even if you can’t play public concerts. And it’s important to keep your fans engaged, not just the ones who had tickets to that show that was canceled, but even future fans that don’t know your music yet.
As Thomas Paine said in 1776, “These are the times that try men’s souls.” But, instead, I would change that to “These are the times that prove our souls.” Who has the creativity to overcome these circumstances? The big question is: Who will step up and be the musical hero of 2020? Will it be you?
Who will step up and be the musical hero of 2020?
Will it be you?
Here are some pointers for musicians to help them overcome quarantines and social distancing by live streaming. I hope these pointers will help you get online, start live streaming, and create the maximum impact with the gear you have or with a few additions.1. Pick a Quiet Space
There are all sorts of sounds that our minds filter out, but microphones are not so forgiving. Extraneous noises from pets, traffic, kids, telephones, refrigerators, heaters/air conditioners, and the like can be very distracting to a listener. Find a place where those noises are minimized. Don’t pick a big reverberant space that might distract from your message. It may look cool, but sometimes it makes it hard to hear the vocal or the instruments clearly.2. Make It Sound Good
Here are some tips that are easy to implement that will help make your live stream sound its best.8. Promote It Ahead of Time
Let people know what time you’ll be doing it. Determine when your viewers will be available and pick a time during that window. On the weekends, people flip through their feeds most hours of the day. During the week, however, most people will check their socials around lunch between 1–3PM ET and after dinner around 7:30PM ET to bedtime. Give them enough time to put it on their calendars and reserve the time. Even the best stream will underperform if people don’t know about it.
TIME ZONES! Remember to consider time zones when scheduling and include that in your promotions. Understand that starting after dinner on the West Coast may mean that your East Coast audience is already asleep.9. Take Requests from the Audience
Interact with your viewers. Treat your live stream like an actual gig. You can’t see them, but they’ll be right there with you. Talk to your audience and acknowledge the people you see watching/commenting. If your performance is top-notch and you engage your audience, you’ll keep them on your stream longer. With Facebook Live, you can see comments right on the screen, but that may be distracting while you are performing. If you want, you can ask viewers to send in requests before you start.
If it’s an option, get a friend to help you by fielding comments and requests during your stream. They can also help you preview your content before you go live to the world.10. Monetize It
People pay to hear music and to go to concerts. They want to. Think of your viewers as your patrons, your supporters. They care about your art and your welfare. Many people genuinely want to help out, and especially to help artists, during a time of distress. Platforms such as Venmo, Twitch, Patreon, Bandcamp, and others allow viewers to contribute to your livelihood. Remind people where they can buy your recordings or your merch online (although realize that shipping may be impacted for the immediate future). Have links posted on your stream — graphic overlays or scrolling text are a continual reminder for viewers to contribute or buy. Mention your contribution options often, especially if you are doing a long stream, realizing that viewers may come and go. You will likely have new viewers show up during every song.Optional: Charitize itIf you don’t need the money, then pick a charity to link to your stream. Streaming sites like Facebook and YouTube allow this. You can even create a fund yourself and allow the proceeds to go to your favorite charity. This will help you build an audience and support a noble cause at the same time.
Don’t just turn on the camera and vamp. You’re the sound engineer, the lighting director, quality control — it’s all you. This is your career. Artists are reinventing themselves every day. There will be artists who make their mark and launch their careers at this time by being creative and innovative. Be one of them.
Sure, we’ve all seen pro musicians who just turn on their phones and start recording. As celebrities, they will get views regardless. But higher production values will set you apart. For example, streaming apps (many have free trials) allow you to run your live stream like a real production with transitions/split screen, multiple camera angles, title cards/graphics, test streams that are only visible to you, and more. If your app allows for multiple smart devices to be used as cameras, mess around with different angles. A singer/keyboardist with two cameras could do a close-up of the keys and a wide angle showing the room, for example.12. Remember — This Is the Big Time
Understand that this is your career. It’s not a momentary diversion. Treat this like the big time, not like just a rehearsal. If you are successful, people will be introduced to your talent for the first time. Do it right. As the old saying goes, “You only have one chance to make a first impression.” Make it a good one.