How are virtual concerts a way for musicians to connect with their audiences?

par Hannah Rees
How are virtual concerts a way for musicians to connect with their audiences?

Virtual concerts have emerged in recent years as an increasingly popular and effective way for musicians to connect with their audiences, and this is particularly true in today’s fast-moving music industry.

While live music events have long been the norm, things have changed in recent years, particularly in the context of global developments and technological advances, such as the emergence of streaming services and the growing presence of social media platforms.

Nowadays, artists are interacting with their fans in fun and innovative ways such as virtual concerts. These live videos have become an integral part of the modern music industry and while they can’t fully replicate the atmosphere of in-person events, they offer musicians a valuable and complementary way of maintaining and strengthening their connection with their audiences, particularly at a time when physical gatherings can prove difficult.

Here are just some of the ways in which virtual concerts facilitate the connection between musicians and their audience.

1. What exactly is a virtual concert?

Let’s start by looking at what exactly virtual concerts are. It’s no secret that the entertainment industry has changed enormously in recent years as a result of the global pandemic. This forced artists and musicians, who could no longer tour or perform live, to find other ways of connecting with their fans and promoting their music. And thanks to advances in technology, this was made possible. Gone are the days when musicians relied solely on record companies and physical recordings to reach their audiences; today we’re more about online music and digital marketing.

In essence, virtual concerts, also known as live shows, allow musicians to connect with their audiences in real time via various streaming platforms, such as Instagram, TikTok, Facebook and Youtube live.

Musicians, whether songwriters, singers or composers, perform online to an audience of subscribers or listeners, who can either watch live or watch a playback of the video. Most of the time, viewers can even download the performance to watch later when they are offline

Virtual concerts are a fantastic way for musicians to establish a strong online presence by engaging with their online fanbase and it’s a great tool for them to have more control over their music career.

This follows the democratisation of music distribution with the emergence of music streaming services and platforms such as Spotify and Apple Music. These offered a space for all genres and levels of artists to share their own music, and this was a big step forward for independent artists who can now compete on equal terms with the major labels

Live videos go in the same direction, as they allow smaller artists who may not have the resources to organise a tour or even a concert, to promote their music online.

A woman playing the piano to an online audience

2. Reaching a more diverse and inclusive fan base through virtual concerts.

One of the main things that virtual concerts offer musicians compared to live music events is the possibility of reaching a global audience. Long gone are the days when a musician’s ability to achieve success was dictated by touring opportunities.

Virtual concerts and live streaming have completely broken down geographical barriers and offered flexibility by allowing musicians to play for and connect with people on the other side of the globe, regardless of distance or time zones. 

It’s not only great for the musicians, but also for the fans, and it’s a very inclusive approach to music.

Let’s face it, not only do physical events tend to be expensive, but the travel involved can make them a distant dream for some people. Virtual concerts, on the other hand, are a virtual experience and therefore an inclusive platform for various audiences, and people who don’t have the means or ability to attend physical concerts can take part. This encourages a more diverse and inclusive fan base. In addition, virtual concerts can also create a deeper emotional bond between the musician and the audience by fostering a sense of intimacy.

Of course, traditional concerts are great for bringing people together in physical places. But as we’ve already said, this can exclude a proportion of the population and, depending on the size of the venue, the audience can feel disconnected from the musician and vice versa. Virtual concerts, on the other hand, can offer a more intimate experience as the live broadcast allows fans to see behind the scenes. 

As a musician, don’t hesitate to use live videos to get feedback on your work and to publicise any other projects you’re working on. Live videos are an excellent branding tool and can help massively when it comes to artist development. 

It’s worth noting that the extended reach offered by virtual concerts is particularly important when it comes to niche genres. Fewer fans often means scattered fans and virtual concerts offer musicians a platform to connect with their dedicated fan base who may be scattered all over the world.

A globe that shows how virtual concerts have broken down geographical barriers

3. Embracing immersive technologies and the wide range of interaction possibilities.

Now, let’s take a look at some of the platforms. There’s Instagram, Youtube Live and TikTok, but you’ve also got platforms like Facebook Live and Twitch

Most platforms that host virtual concerts also offer interactive features, such as live chats, Q&A sessions and virtual meet-ups. These things wouldn’t necessarily be possible at a live music event and are fantastic ways for musicians to engage with their audience and create a more personal relationship with them.

It’s safe to assume that as technology changes and advances, the role of virtual concerts in connecting musicians and audiences will only increase and immersive technologies seem to be the next big thing. Enormous progress is being made in the fields of virtual reality and augmented reality and musicians are using these new technologies to create unique and immersive online performances. 

One of the fun things about this is that it allows for endless experimentation. Musicians can incorporate visual effects, virtual sets and creative lighting to enhance the overall experience.

The double-edged sword of the internet and the online world is that everything put online is usually there forever. For some unflattering photos, this can be a bad thing, but when it comes to virtual concerts, it can be great because most platforms allow performances to be recorded and archived. This means that fans can revisit the concert experience, even download the video and enjoy the performance on demand.

4. The cost-effectiveness of virtual concerts.

Most people regard virtual concerts as a safe way of making money. The risks are very low because virtual concerts cost very little to set up, unlike traditional concerts, and musicians can reach a large audience without the expense of travel, accommodation and venue hire.

In addition to this, virtual concerts can potentially generate income and lead to an increase in revenue streams as they offer musicians the opportunity to monetise their performances through online ticket sales, exclusive access packages, subscriptions, royalties from streaming platforms and the sale of virtual merchandise. 

This diversification of income sources can be very important for musicians, especially when physical touring is limited, as it reinforces their financial stability and supports the development of their musical career.

5. Virtual concerts as stepping stones.

Virtual concerts are a fantastic way to get more exposure and can open up a whole host of career opportunities.

Bear in mind that record labels and music producers are always on the lookout for promising talent and online creators, and are actively monitoring streaming platforms to find their next big star. And it’s not unheard of for a virtual concert to lead to a recording contract with a major record label.

This is why live videos are an essential part of an artist’s marketing plan and personal branding. As a musician, your goal should be greater recognition and more music sales. Today, the possibility of involving a large and devoted audience through virtual concerts can lead to both of these things. 

In addition, it could mean more opportunities to collaborate with other artists as well as established industry professionals, both nationally and internationally, without the limitations of distance. As we said earlier, these concerts are a way of getting in touch with the whole world, regardless of geographical borders and time zones. Everyone now shares a virtual stage, which can lead to multi-genre performances for new and diverse audiences.

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