Live-streamed concerts are crucial for audience building, say musicians

Middlesex University-led research, funded by the Economic and Social Research Council, has found that artists are positive about the power of accessing new audiences through live-streamed concerts.
 

The research, which involved King’s College London and project partners including the Musicians’ Union, the Incorporated Society of Musicians (ISM), and the Music Venue Trust, offers musicians an insight into fans’ experiences and expectations of live-streamed gigs and concerts, plus detailed advice on the technical and legal aspects of live streaming.

A survey of nearly 1500 musicians and concertgoers found:

• 90% of musicians and 92% of fans agreed live streaming will in future be a successful tool to reach audiences unable or unwilling to go to physical venues. Over two thirds of those surveyed agreed live-streaming will remain an important part of the landscape after the pandemic

• 72% of live music fans and 74% of musicians agree that live-streamed performances should be paid for. In addition, 62% of fans say the cost of paywalls for live streamed shows aren’t a barrier. Over three-quarters (78%) of fans would be prepared to pay for a live stream show by an artist who is offering some other live streamed content for free

• 95% of fans say emotional engagement from the artist during live-streamed concerts is important to them. 82% agreed that performers acknowledging individuals’ presence in the audience during a live stream made them feel connected.

• Musicians were split in their opinions about their future financial prospects from live streaming concerts, with 56% disagreeing and 44% agreeing that, long term, earnings from live streaming will provide a viable, additional income stream.

Principal Investigator Julia Haferkorn said: 'There were numerous comments from attenders unable to visit physical venues, even in non-pandemic times, expressing their appreciation of the availability of live streamed concerts. Attenders also expressed an appreciation for being able to watch concerts by artists from other countries.'

Co-author Sam Leak, lecturer in Popular Music at Middlesex University and a jazz pianist by profession, says: 'Our research has highlighted how important it is for audience members to be able to communicate with, and feel connected to, each other and the musicians performing. As a performer, this finding is interesting to me not only because it impacts my live-streaming practice, but also because it could well enhance the experience of my audiences in physical venues."

The report is available to view here: www.livestreamingmusic.uk