The COVID-19 pandemic and resultant lockdowns severely impacted the music sector and particularly performing musicians who lost a vital source of income.
Unable to perform in venues, musicians had to find an alternative way to engage with their audience and many began performing from their home, as the next best option. While online performance had occurred long before lockdown, during lockdown, they provided musicians with the opportunity to continue performing, make income and the chance to connect or keep in touch with their audience.
Now, as a lasting result of the pandemic, the way that musicians perform has changed, with performing online becoming a recognised part of the music scene and a viable alternative to performing live.
The Digital Performers’ Pack brings together advice and guidance on how you too can perform from home within the digital space. The pack looks at the two options open to you – livestreaming or recorded – in detail and explains the technical side of putting on a performance. The guide also goes on to explore whether and how you could potentially make money from your performance, the issue of copyright and how to promote yourself so you can perform to a larger audience.
There are two options for performing in the digital space. Your performance can either be pre-recorded or livestreamed, both options have advantages and disadvantages:
– pre-recording allows you to edit your content so you are happy with the final version that you put online and ensures that you do not have to deal with any technical difficulties in front of an audience
– livestreaming allows you to recreate the experience of a live performance, allowing you to interact with your audience in real time; it should also be technically easier as you stream your performance straight away
The method you decide upon is up to you and could be factored by how confident you feel about putting on a live performance, the technical options open to you and the type of performance you want to give.
This can be done on your smartphone or computer and through any social media platforms such as YouTube, Facebook, X and Instagram.
Without using additional software or hardware, you can only livestream on one platform at a time, using one device.
Investigate the platform you want to use looking at factors such as the video quality, whether the audience can comment and if there’s a scheduling function (this allows you to create posts and set them to publish at certain times, which is useful to either send reminders of upcoming shows or once the show is over to inform viewers where they can watch your performance again).
Before hosting your livestream make sure you’re happy with how your room is displayed, have things that you can say during the performance (introduction – who you are and what you will be performing – and concluding words, questions and answers – remember to say thank you for watching) and make sure you do a sound check before you start. Also make sure that you carry out a practice performance beforehand, this will help you feel comfortable with the technical side of livestreaming and allows you the chance to critically assess the performance, so you can make changes before your livestream.
If you want to invest money on your livestreaming equipment, read our additional guidance on hardware
If you want to improve the quality of your broadcast, read our additional guidance on software
In order to livestream, all you really need is your phone and an internet connection. The more you want to do with your livestream, for example if you wish to livestream to more than one platform, then it’s worth using a computer instead of a phone and you can read our additional guidance on hardware to assist you with this.
Thereafter, depending on how often you livestream, the content you want to show and the quality of content that you want to display, it may be worth investing in video and audio equipment, but this is not necessary to get you started.
Unlike a live performance, where you may not take a break from playing, for livestreaming make sure you have regular breaks. This is so you have time to check comments from the audience, but don’t leave your audience waiting – chat to them on your performance break and between each piece or song. Many streaming platforms have a chat function that allows the audience to write questions or communicate with each other during the performance. It is advisable to keep the audience on mute during the performance to avoid interruptions.
How you livestream depends on the app that you choose to livestream on. We will take you through how this can be done on four popular social media apps: YouTube, Facebook, X and Instagram; but test out these and other available apps to see which one you prefer and for further guidance, read our platform analysis on these and six other apps.
YouTube: Computer
1 Make sure you’re using Google Chrome.
2 Log in to your YouTube account, click on the video camera icon in the top right corner, and choose ‘Go live’.
3 Add a title and a caption and select if the video is suitable for children.
4 Click on ‘More options’ to double check that the right camera and microphone are selected.
5 When you’re ready to go, click ‘Next’ and then ‘Go live’.
YouTube: Phone
1 You will need to have at least 1,000 subscribers to be eligible to livestream from YouTube on your smartphone.
2 Open the YouTube app and tap the video camera in the top right corner, and then tap ‘Go live’. Fill in the post details and you’re ready to go.
Facebook: Computer
Facebook is in the process of updating this function, so you may have one of two different versions. On your Facebook page, click ‘Live’ or ‘Live video’.
If you have version one (the newer version):
1 Under ‘Get started’, make sure you change ‘Use stream keys’ to ‘Camera’.
2 On the left-hand side, change ‘Share to your timeline’ to ‘Share to a page you manage’, and choose which page you want to stream from.
3 Then fill in the post details below and hit ‘Go live’ when you’re ready.
Version one is better for scheduling livestreams, so it might be good to get used to.
If you have version two (the older version):
1 On the righthand side, choose which page you want to stream from, fill in your post details, check your camera input, and then hit ‘Go live’ when you’re ready.
Facebook: Phone
1 Open the Facebook app and on your Facebook page, tap ‘Live’.
2 Enter a description then tap ‘Start live video’ to go live.
3 If you want to turn the camera round to film something else (such as other musicians), tap the camera flip icon in the top left corner.
X: Phone
1 Open X and tap the ‘Compose tweet’ icon.
2 Then tap the camera icon on the left next to recent images. Tap ‘Live’.
3 Fill in the ‘What’s happening?’ section with your livestream title and hit ‘Go live’.
Instagram: Phone
1 Open the Instagram app and tap the Stories camera icon in the top left corner.
2 The live option is on the far left of the options at the bottom, so scroll through until you find it. Tap the circular record button and you’ll be live.
3 If you want to film other people, the camera flip icon is at the bottom of the screen, and the settings in the top left corner have some additional options.
4 At the top you can change the flash, flip the camera, change to just live audio, and invite guests (you have to be live to invite people).
If you want to livestream remotely with other musicians, you can do this by using online real-time music (ORM) software. This avoids the impracticable time delay experienced in conferencing apps such as Zoom. Subject to internet performance and geographical distance, ORM allows for delays small enough to replicate being in a room together. Bassist, John J. Williamson, offers a guide to ORM on our website.
The technical aspects of a pre-recorded performance is the same as livestreaming, but you first record the performance on your phone or computer.
The advantage of a pre-recorded performance is that once you have created your recording, you can edit it as much as you like until you have a version that you are happy to show your audience.
If you have not used video editing software before, there is plenty to choose from and many of them are free such as Adobe Premier Rush. Check your computer or laptop to see if there is a video editor already installed, as most will come with one, and check the Appstore on your smartphone to see which video editors they offer.
Before you start recording:
– check how the video looks and that the microphone works
– make sure you are well lit using either lamps or light from a window
– make sure the room is presentable
Your finished, edited recording can then be posted on social media apps.
When performing, if you are playing someone else’s music, pay attention to copyright.
Music and lyrics remain in copyright until seventy years after the death of the author of the work (or the death of the last of co-author). Be aware that the licensing landscape in the online world is variable and everchanging and ISM members can contact legal@ism.org with any queries.
Livestreaming
If you perform music in copyright for a one-off, livestreamed performance, you are creating ‘usergenerated content’ (‘UGC’) which incorporates copyright works. Before streaming your performance, you will need to be covered by a licence of some kind. Platforms, such as YouTube, Facebook and Instagram have blanket agreements with music copyright collecting societies, such as PRS for Music, and there may also be agreements directly with music publishers. But it is not entirely straightforward, as not all copyright works will be covered, and permitted uses may differ – make sure you check first.
Performers also have the right to give consent to their performance being communicated to the public so make sure you have secured their permission for the livestream to take place before the performance happens.
If you make copyright material available for on demand viewing, you are using other exclusive rights: in this case the right to copy the music by recording it, and then synchronising the recording to the video. Performers also have the right to consent to the performance being recorded, and for that recording to be made available to the public on demand.
You will need to obtain permissions, possibly from a variety of sources.
In general, all online platforms state that it is the user’s responsibility to clear any relevant copyrights. They also provide systems for the copyright owner to give notice that their rights have been infringed, which can result in the material you have posted being taken down or monetised by the copyright owner. YouTube, Facebook, Instagram and X all operate different take down policies, ranging from interrupting your livestream with a notice of copyright infringement or advertisements, to blocking the stream or suspending your account.
To be safe, make sure that:
– if the writer is known to you personally then you ask their permission
– if in any doubt, try to contact the publisher where reasonably possible
– check the online service’s terms and conditions
All social media content is free for people to view, so how can you monetise your performance? In lieu of in-person live shows, artists are finding ways to use new online tools and platforms to their advantage; building an audience and increasing revenue.
Fan culture is the engine that powers popularity and creates resilient careers for musicians. With the introduction of direct- to-artist payments, artists can leverage their fans’ goodwill and embracing and harnessing the marketing power that online performances can provide should be an essential part of every artist’s career. Here we look at a few options that you can use to make money from your performance.
Most platforms and websites, where you can display your recorded performance or livestream, allow musicians to earn money through plug-in features with electronic commerce companies, such as PayPal or TiPJAR, which allows viewers to send donations or tips. They usually have integrated services, or even their own ‘virtual goods’ or ‘currencies’ viewers can use for the transaction.
Livestreaming through social media platforms is more difficult to monetise, however it is possible to direct viewers to a donation link in the profile section of the chosen platform. There are a variety of different platforms that give fans the possibility to donate while streaming a live performance, or just to be supportive. Here are some options: PayPal, Songtradr, TiPJAR and Venmo
Some of the major streaming services have their own donation plugins built in, these include Facebook and YouTube. For those streaming services that do not offer this, it is often possible to use a third-party donation service integrated into the system. For example, Zoom offers fully customisable and easy-to-use buttons that accept PayPal and credit card donations.
The ability to ticket performances has gone from strength to strength in a very short period of time. The traditional methods used by ticketing companies have had to evolve to overcome the inability to create closed circuit end-to-end purchase to performance systems . This issue has now been answered by platforms that have intuitively circumnavigated the digital landscape to connect ticket point of sale to sophisticated broadcasting technology. Initial attempts to connect these key elements were promoted by digital ticketing pioneers Dice via their Dice TV platform, you can read more about Dice and other platforms that offer livestream performance ticketing in our additional guidance.
During your broadcast direct fans to purchase merchandise. Provide clear URL links to reputable online stores such as Bandcamp and MusicGlue, or in platform plug-ins that enables the ability to efficiently buy ‘show merch’ is vital. Furthermore, offering exclusive or limited release designs of merchandise along with online discounts or membership discounts has shown heightened levels of purchases. The ability to refine an artist’s merchandise offer is another benefit of livestreaming. This is due to the direct engagement from fans and the features in which artists can employ in order to gauge interest in certain products and designs. Pre-orders and bundled tickets with merchandise and music releases can further encourage sales from engaged fans.
VIP and Meet-and-greet ticketing packages have for a long time been one of many ways’ artists have been able to earn extra income while on tour. However, with the evolution of livestreaming and the blurring of the lines between performance and intimate engagement, in-person interaction with fans is also changing. Through platforms like Cameo and Chatalyze it is possible to charge fans to spend time with their favourite artists. While fans wait for the livestream concert to begin, they can join you in an interactive waiting room and enjoy a virtual meet-and-greets.
Some other ways to monetising livestreaming if you have an established fanbase already include:
– generating revenue from adverts
– brand deals and sponsorship
– affiliate sales
Competitions can give audiences an added incentive to tune-in to your online performance and actively participate. They can be run in various ways; for example, if you’re livestreaming, during the livestream itself as a segment of the event or via a specific social platform prior to the event, with the announcement during the livestream. Competitions have the potential of enabling a more personalised interaction with fans, which in turn helps to cement relationships and generate ongoing loyalty and greater financial returns.
Remember if you’re giving away merchandise as part of a competition, you might need to consider postage costs, for example if you’re posting from the UK to USA, make sure you factor in the size of the merchandise you are giving away, as postage can be quite expensive!
On certain streaming platforms adverts can be enabled during a livestream. For example, on Facebook you can take in-stream ads during any live video reaching 300 or more concurrent viewers by tapping on the £ icon in the Live composer window. If your channel is enabled for monetisation on YouTube, it will trigger ads to serve on your content, if eligible. Livestreams can be eligible for pre-roll ads run before the livestream, mid-roll ads run during the livestream, which can be manually inserted during computer streams and display and overlay ads run beside or over content.
Advertising further opens the dialogue between artists and brands in ways that may enable supplementary funding, aesthetic and production values. This is strengthened with the ability to geo-lock events to specific markets that may align with a brands marketing strategy.
If you have written the music you are performing, make sure you correctly register your music with PRS for Music. You will be due royalties from the performances of your music; although, unless you have many listeners, the royalty income will be negligible.
It’s best practice to get into the habit of registering your songs or compositions so your income from royalties increases over time. If your royalty income is substantial it can be beneficial to ask an experienced royalty auditor to undertake a desk review of your royalty statements to ensure you are being paid correctly.
If you are performing work that is not your own, then you would not be eligible for any royalties from PRS. Equally, if someone else is performing your music, unless it is registered you won’t receive any royalties.
How do you promote yourself, so your event receives as many viewers as possible?
Firstly, carry out some research to see what performances other musicians have given, the set list or repertoire they performed, who their target audience was and then consider how you want to present yourself in comparison. What will make you stand out from the crowd – unusual repertoire, higher production values, better marketing for example.
Make sure you announce your performance, give it a name and, ideally, a photo to promote it. Is this going to be a one-off performance or part of a series? If it’s a series, give the series a name. Make sure your promotional photo or image clearly states what to expect. Keep your wording clear and concise.
You can promote your performance wherever you have a following – via social media, through a blog, website, or email. Even though your concert or gig will be online, you should also remember to tell people about it via more traditional methods, such as word of mouth. Friends, family, colleagues and fans will be keen to support you.
Post your livestream or recording on the platform where you currently have your biggest audience. If you’re just starting to build a following, Facebook is a good platform to choose, as you can link your livestream to Facebook events. This means you can invite people to join your performance, control who sees or joins it, and download your stream afterwards so that you can share it on other platforms.
Think about the timing of your performance: which day and time will work best for your audience. For example, you may want to avoid clashes with popular TV programmes, or the performances of other artists that you think your audience would also want to watch. You may also want to consider a time that is suitable for people on different time zones to yourself.
– where to watch
– when to watch
– who will be performing
– what you’ll be playing (if you want to promote this in advance)
– an idea of genre(s) or influences (if you don’t want to specify content straight away)
If you’re performing on Facebook, you can make a Facebook event for your concert or gig and invite people to watch. This means you’ll be able to update them with information beforehand, automatically send reminders, and keep in touch with them afterwards.
– post reminders and updates beforehand
– reply to people who ask questions
– be honest and authentic about why you’re performing and why you want people to watch
After your performance send out a thank you email to your supporters, share links to social media channels and ask for feedback. Evaluate the performance – if you managed to generate some income and it resonated well with your audience, you might want to do another one!
For a live performance if you have a payment option then make sure you request their email address as part of the payment process. Once you have this you can send them a calendar invite (inform them of the date, time, performance details, schedule etc).
Email marketing is an effective way of directly reaching your audience and providing them with key updates and announcements. Email platforms, known as Email Service Providers (ESPs), allow you to store and get in touch with several contacts. They provide a platform to build templates that look professional, manage your contact database and track behaviour and engagement. They are also useful for personalising your emails, as well as providing options to automate. Read our advice page on setting up a mailing list for further guidance.
Social media is a vital networking tool and can be used to make valuable contacts, promote yourself and develop a fan base and where you may be adding your recorded performance or carrying out your livestream.
It is important to be consistent across your social media platforms so that you create an online presence that is unique to you. For further guidance, read our article on promoting yourself on social media.
Having a good presence online is vital to securing work in a crowded marketplace and one way to achieve this is to have your own website. Building and designing a website doesn’t have to be expensive, and if you are technically minded and have a good eye for design, you can do this yourself. Read our advice page on websites for more guidance on creating a website.
The ability to network effectively and build relationships is an essential skill for musicians. Read our guidance on building connections with other musicians and businesses to boost your career. There are also some top tips on making the most of networking opportunities.
Performers should consider building professional relationships and working in close collaboration with composers – such collaborations can bring important benefits to both composers and performers.
Select carefully the photographs that you use on your social media channels and your website, as they will affect how you are perceived. Follow our guidance on selecting photographs for more assistance with this.
A professional photographer can give you the edge if you would like a creative, imaginative range of images, but not everyone is going to need something this elaborate. A well-taken photograph on a digital camera or even a mobile telephone should be good enough to be used on a leaflet or for a website. You could take a few photographs that focus on your instrument, pictures of you playing your instrument or of you working. Try and include your face in at least a couple of photographs. If there are other musicians in your photographs, make sure you check that they are happy with you featuring their image in your promotional material.
Using the guidance set out in this pack you should be able to put on your first online performance, whether it is livestreaming or pre-recorded. The pack offers you basic guidance to get you started but the digital space is constantly evolving, so keep your eyes open for new social media apps that help you perform digitally, can promote you or allows you to monetise your performance.
We would like to thank the following people for their assistance in developing this pack:
– Danny Keir
– Severin Matusek
– Craig Ogden
– Guido Spannocchi
– David Taylor
– Samuel Taylor
– John J. Williamson
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