How to seize the live streaming opportunity?
With the different lockdowns around the world due to Covid-19, we saw numerous live streams flourishing on the web, indeed, “live streaming is the closest digital analogue to an in-person show”1. With this new habit to listen to music this year, companies and infrastructures tried to adjust with more or less rapidity and efficiency. “The live streaming sector has no shortage of supply or demand, but it does lack a coherent infrastructure in between. Investment is flowing fast into the sector” of livestream2.
How to seize the live stream opportunity? What are the do’s and the don’ts? As an artist, what are the possibilities to live stream?
“The goal is not to replicate the activity, but to recreate the emotions people feel when they go out.” Bas Grasmayer — artist & entrepreneur
TO KEEP IN MIND
- Not always live
A lot of live streams are actually not live events. Music was recorded in advance, as well as the video clip. Often, it allows a better sound and image quality and it’s an insurance against the unpredictable. However, working that way prevents you from interactions with the fans.
- If you opt for a real live stream
Make it special, rare, limited and unpredictable. Don’t pretend to reach everyone just because this is accessible online.
- If you chose to monetize
Be aware that some artists are driving more revenue from merchandise sales than from actual live stream ticket sales, and when given the option, more than 50% of fans select the multi-day ticket option over a single day ticket.
- Care about the fan engagement
To “get some fans in front of your virtual stage, you’d better have a loyal and engaged fan base who will not only pay but stay and interact during the live stream. Fan engagement is a continuous & rewarding effort”, it is not only about promoting a show or a concert. Attendees need to feel that they belong there and that they are taking part in a unique experience. Like a Live Event.
The most basic set up to live stream is to have a computer with OBS and an internet connexion. From this set up you can broadcast videos that you pre-recorded to Facebook, Youtube, Twitch, etc (even Instagram if you install Yellow Duck on your computer).
It is highly recommended to do pre-recorded live if your internet connexion is not good or if you use a computer that isn’t really powerful (especially if you have a session on your DAW with multiple tracks recording at the same time).
As the quality of your live stream will depend on the video and audio quality, it is suggested to use a good microphone (or a soundcard with multiple inputs to capture the sound) and also a good video camera to record your live. Some Camera brands, like Sony, Fujifilm or Canon offer the video from the camera to be recorded into the computer directly. This enables you to do real-time live streaming if you set up OBS to get the video from a video source.
Here is a video explaining how to set up OBS.
FOCUS ON THE ENVIRONMENT
The scenery and the atmosphere are important. Bear in mind that you can choose to make a cosy evening event in your apartment but you can also make it special by anticipating and approaching concerts or touristic venues in the area that could be interested to host you for a live event and to benefit from your audience for instance.
- Bandcamp (since November 2020)
- Moment House
1 9 things we learned from ticketing 90 live stream concerts part 2, David McKay / CEO & Co-founder of Seated https://blog.seated.com/9‑things-we-learned-from-ticketing-90-live-stream-concerts-part‑2/
2Virtual conferences & concerts - Yvan Boudillet, Oct. 2020