How Has COVID Impacted Musical Activity: Promotion & Adaptation

The global pandemic of COVID-19 had a significant impact across the music industry and with businesses in general. As a result, many companies had to pivot and gather new and alternative ways to providing their product or service without an in-person meet.

Musical activity seems to have gone through the most changes. Instead of performing live concerts or music gigs within the community, musicians had to look towards digital methods to create and distribute their music.

Many musical artists adapted and embraced the changes and were able to flourish and create success with their careers. The adaptations made to music and promotion or distribution are now some wonderful techniques that musicians can still use long after the pandemic has ended.

Music artists were still able to work with technology, which allowed for recording various musical tracks and activities. Any technically-savvy musicians got very creative through collaborations online with digital systems and software. They found ways to work together remotely and still promote their music in a virtual setting. Collaborating in this fashion also allowed musicians to reach more people since the videos can be viewed by anyone at any time.

Video creation was one such method, where musicians could record themselves on video and then combine the videos and audio together. This musical activity did require some working knowledge of audio and video systems or the investment in them. Music-focused businesses in the area boomed with an uptick in buyers for equipment like Soundtrap, and Garageband to mix sounds and master tracks and video.

Some musicians become unique in their display and demonstration of how they put forth their music videos. For example, a Phoenix Chamber Choir from Vancouver, Canada, took a well-known song, “For the Longest Time,” and created lyrics about being home on quarantine. The video received a lot of attention and even got some acknowledgement from Billy Joel himself.

Another musical activity that has seen more traffic since the pandemic is music licensing. Music artists are signing up with licensing music services to promote their music in a way that provides more visibility across the licensing company’s network of business affiliates. It is an excellent option for musical artists to promote their music in a new, creative and adaptive way.

Producers, music supervisors, and filmmakers can choose to work with musical artists based on their music if it suits their project at hand. The music licensing agency will offer their music library, and when an artist gets chosen, they create a contract to license the recording and music for their needs. Thus, musicians and musical artists get to build upon new relationships.

Those who teach within the music industry had to pivot quickly from offering private, school, or in-home lessons to teaching over video conferences. Online music lessons help musicians and music teachers to continue educating while making music, creating connections over the video, and keeping the music alive in the classroom.

Video conferences are challenging because there is always a delay with the audio, so music teachers also had to find a way to continue teaching music in this sort of atmosphere. For example, music teachers have had their students use the pre-recorded tracks on their end so that they can hear them together correctly. Some excellent technological tools have also been helpful, such as the Endless app, where musicians can play in real-time.

YouTube is one of the best ways to grow your music channel, so many musical artists and those who wanted to continue to promote and share the music found YouTube was a great option to promote. In addition, musicians who previously were working towards a big-time record deal have taken to YouTube to put consistent postings up, share their music, and grow a large fanbase.

Another way to submit and promote music is through a music blog. Writers that focus on music are always looking to highlight upcoming and independent artists, promote new, essential releases as well as rewind playlists, and help share that connection for the love of music with the world.

Since musicians were completely unable to perform live, they found another way to create concerts in the online world. Utilizing live stream capabilities or pre-recorded shows, a tremendous musical activity and pastime for people during the pandemic were purchasing online tickets or donating to groups performing live virtually.

Streaming performances or even pre-recorded ones can be challenging for musical artists since they don’t have an audience. Many musicians tend to feed off of their fans. However, streaming concerts helped people who were stuck at home to feel more connected and listen to music, giving artists another opportunity to promote their work with a broader outreach since virtual performances can be viewed across the globe.

A perfect example of how live-stream concerts prevailed was with Coachella, which music lovers know is an enormous festival supporting multiple bands of various genres. Coachella’s first weekend was live-streamed on YouTube, and it successfully achieved over 82 million live views in 2019.

Even though the pandemic threw a monkey wrench in the wake of musical activities, there have been multiple opportunities for musicians, music makers, and teachers to find alternative options for promotion. The most vital key to all of this was the technology that made it possible; musicians, artists, and teachers need to embrace technology and utilize it to help continue to distribute and promote music activities and musical education.


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