MUSIC BUSINESS
11 PRO TIPS FOR LIVESTREAMING YOUR SHOW FROM HOME
Sarah Jones
I
f you’re like most musicians, gigs are your lifeblood. But when you can’t connect with your audience in person, livestreaming is your best opportunity to gain new fans and generate income while building momentum for your next show. Livestreaming lets you provide a casual, intimate experience that offers a deeper connection to your fans. It’s also a great way to share new content, such as acoustic sets, Q&A sessions and glimpses behind-the-scenes. The world’s biggest stars have embraced livestreaming, whether it’s Keith Urban performing from his basement on Instagram or Andrea Bocelli live-streaming a solo Easter concert from Milan’s empty Duomo cathedral to 5 million people around the globe. The great news is, livestreaming can be done by anyone, just about anywhere there’s a web connection. In fact, you’re likely holding everything you need to get started in your hand right now. By investing in a few free and low-cost tools and following these simple tips, you’ll be on your way to producing a professional-quality event that will thrill your fans and keep them coming back for more. CHOOSE YOUR PLATFORM Streaming services range from free, familiar social media platforms such as Facebook Live, Twitch, Instagram Live, YouTube Live and Google Hangouts to turnkey services that will host your event for you for a cut of earnings. Get to know the unique features of each service: YouTube, Facebook and Instagram all offer instant “go live” functionality; Twitch, known for videogame streaming, has numerous
built-in promotional features including rewards for followers. Wowza offers VR and 360-degree streaming functionality. You don’t have to stick to one platform; you could use platforms like Facebook and Instagram to reach your established audience, for example, while using Twitch to build a new one. THINK BEYOND THE BAR GIG Streaming events are opportunities to “expand your brand” and explore new content ideas: Bring your fans behind the scenes into your production process; hold Q&A sessions, podcast-style interview shows, masterclasses or live DJ sets. Consider “crowdsourcing” a festival or variety show by pairing up with artists, comedians and other performers. Tip: Be mindful of playing cover songs; some services, including Facebook and YouTube, have agreements in place with rights holders, but performing copyrighted works without permission can get you flagged—and even banned—by others. BE YOUR OWN PR AGENT Create a streaming landing page or social media event post and share it. This is a chance to cast a wide net—think global, not local. In your communications, include the platform you’ll be using, music you’ll be playing, topics you’ll be discussing, etc. Engage your audience by asking attendees to submit song requests and questions ahead of time. Consider asking a few people to host virtual “watch parties.” (Build lead capture into all of your communications so you can keep your new fans informed.) BANISH BAD ACOUSTICS Choose a “stage” with good acoustics, one
that isn’t boomy or echo-y. Empty rooms and rooms with hard surfaces in them generate lots of reverb—which might feel fun to perform in, but will make your streamed show sound like mud. Make a test recording in your space; if you hear echoes, break up the reflective surfaces in your room by adding curtains, wall hangings, an area rug, even a large plant. CONSIDER A PRODUCTION ASSISTANT Your livestreaming setup can be as simple as a phone and an internet connection, or it can be a complex operation combining multiple cameras and microphones, professional lights, and simulcasting to many platforms. You can certainly stream a solo performance yourself without assistance, but you can pull off more complex scenarios if you have an extra hand. Enlisting a friend to mix sound, switch between cameras and field audience questions lets you focus on nailing the perfect performance. Remember, there’s a significant delay between your live performance and the streamed signal, so have your assistant monitor your show feed with over-ear headphones like AKG 371-BTs, which will provide some isolation from the sound in the room and offer wireless freedom of movement over Bluetooth. JBL 104-BT Compact Studio Monitors also offer Bluetooth functionality, which allows a partner to easily monitor your performance from other rooms. CHANNEL YOUR INNER SET DESIGNER Creating visual interest is key to getting fans’ attention and keeping them engaged. Make sure your space is well lit and free of obstructions and distractions. Set up bright, even lighting, especially on your face (a PERFORMER MAGAZINE JUNE/JULY 2020 9
