LIVE MUSIC AND THE ARTIST
Live music, live shows, live performances…different names, same concept – the artist is performing live to an audience. Live shows are usually an exhilarating experience for the fans, but it has more importance and significance for the artist.
Firstly, it is the first contact an artist has with his audience – a chance to gauge their reaction to their music. When an artist releases a body of work, the audience’s interaction is usually via streaming. For all its worth, the artist does not get an opportunity to gauge first-hand their reaction. At best, the streaming numbers, charts, and social media opinions give the artist an idea of how the fans received the music. However, during a live show, the artist and his team get a first-hand view of the audience’s reception of the music.
Live performance also gives the artist a chance to teach/introduce the audience to existing songs that may have been slept off on. They can also test out new material such as unreleased songs to see the crowd’s reception to such music. They can also perfect their songs and become great performers through live performances. The better an artist performs at live shows, the more bookings such an artist is likely to get.
Also, they provide an opportunity to generate revenue for the artist. In Africa, live shows are the most significant source of income. The sales from tickets and merchandise can provide artists with enough money to advance their careers. Sadly, most artists ignore the hidden revenue opportunities embedded in live music. An artist can make several extra incomes before, during, and after each show.
For example, an artist can sell early access to tickets backstage or artist access tickets to fans before the show. The artist can also engage businesses to sponsor the show or the artist’s specific performance through endorsements, product placements, adverts on surfaces (e.g. drum head, DJ desk etc.). After the show, the artist can sell the whole performance for sale or streaming, post-event unique content like behind-the-scenes videos (before, during and after the show), etc.
The artist can also sell merchandise to fans as an additional revenue generation source. Fans buy merchandise not only to support their artists but also for sentimental reasons, to create souvenirs, and to remind them of the experience/give them a physical connection to the experience/event. Whilst fans can order merchandise online; history has shown that fans are more prone to part with their cash when they engage physically with the merchandise; what better way to create such physical interaction than during a live show, where they get to see you perform.
More likely than not, the fans will want to leave with a physical connection to the show, hence why they tend to purchase merchandise sold during shows. Lastly, the opportunity to buy on-site without incurring delivery fees and a waiting period is an added advantage.
Live music helps artists sell new music to the general public, hence why they go on tours after releasing new music. They can interact with an existing fanbase in a foreign territory and break into a new market through live music. By performing their new music, they get to introduce the fans to the music, leading to an increase in streams afterwards.
Lastly, it drives public relations and allows people to know more about you and your brand. It also allows the artist to connect with new fans emotionally and on an in-person level that streaming cannot produce. A bond is created and forged between both parties – the artist feels overwhelmed by the love and response to his music being shown by the crowd, while the fans are excited at hearing the artist perform some of their favourite songs live. Often, the artist may share personal stories relating to their experiences in creating music or personal life, giving the audience a deeper connection to the artist.
There is no doubt that live music is so important. It has various opportunities for an artist, from revenue generation, to PR, breaking into a new market, and promoting a new body of work. The possibilities are endless.
LIVE MUSIC AND THE ARTIST
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