HOW FEASIBLE IS VIRTUAL LIVE PERFORMANCE IN AFRICA?
In Africa, live performance and or touring are the highest generator of revenue. Most artists release music during the year, with the aim of having hits and bangers, which they can perform at carnivals, shows, corporate events, and particularly at the end of the year. Depending on the leverage of the artiste, their live performance fees can range from $10,000-$200,000 per show, both home and abroad.
Although live streaming of music performance is not new, it became popular during the COVID pandemic due to the cancellation of shows, travel restrictions and the shutdown of many live music venues. COVID has led to a decrease in live shows worldwide due to the pandemic and the need for social distancing. This greatly affected the music industry worldwide, particularly Africa, given its heavy reliance on live shows and performances. It has led to innovative ways of doing live shows, including live streaming of concerts.
Live performances are essential, as it gives artists a chance to connect with their audience, entertain them, promote their music, sell merchandise, and get new fans. It also offers the fans an opportunity to meet with their favourite artists. The experience from attending a live performance cannot be reduced to mere words – you have to experience it. Some attend live performances to socialise, have fun, enjoy the feel and sound of live music etc.
Post-covid, we have seen a seemingly return to live performances, as artists have begun touring and show promoters are back in business. However, there are still covid issues that plague the industry. For one, there is the issue of social distancing and ensuring that your show is not an avenue for spreading the virus. The world at large is trying to be careful of how it handles the seemingly last phase of COVID, as it cannot afford another lockdown if the virus spreads again.
This has led to live performance venues having to set up rules, and follow governmental regulations, to ensure the government does not shut them down. For example, in Lagos state, the government instructed that event centres should operate at half capacity or risk being shut down and penalised. This means venues that decide to follow this instruction cannot sell at maximum capacity or risk being shut down. There is also the requirement of wearing facemasks, and these venues are expected to ensure compliance, a task that seemingly is too tedious.
An alternative is to explore the possibility of doing live shows virtually. This worked during the covid-era globally, and although it does not give the same feeling, it has its perks. It provides the artiste with a broader audience reach. Unlike with physical live performances, where there is a limit to the number of people the venue can accommodate, there are almost no limits with a virtual one. For example, Coachella 2019 had about 250,000 physical attendees and over 80 million views online.
Livestream live shows also offers various options which artists and promoters can explore. An example that readily comes to mind is Wizkid’s “A Day In The Live”, where viewers get a glimpse into the day-to-day activities of Wizkid and his preparation for a live performance.
Lastly, stay up to date with all you need to know about African music at S.O.A., right here.
HOW FEASIBLE IS VIRTUAL LIVE PERFORMANCE?