Music plays virtually

With concerts and festivals canceled, musicians are touring on social media, but live streaming may be the future for him. ?

It was his fourth day in. In the morning, he played an online word game. In the afternoon, he called his friends by video. In the evening, he headed to the balcony for a performance by Covid of the County, a parody of Kenny Rogers Coward of the County who wrote and sang while looking at a webcam and playing for his virtual fans.

On another night like this, Carlton Braganza, a singer and restaurateur from Bangalore, would have found himself in the frantic frenzy of a live concert. But after the shutdown, performing artists - musicians, singers, comics, poets, illusionists, and cultural institutions - are scouring social media and performing live from the safety of their homes.

Braganza was in the middle of touring 12 cities when Covid-19 went offline. I have never sat still in decades. And while it feels a little awkward to look at myself on a screen as I play in an empty room, it brings joy to me and others, says Braganza, whose nightly pajama and drinks sessions at the jukebox attract a virtual audience of 700 to 1,200 people. Mumbai to Melbourne.

If Chris Martin and John Legend They were the first to step into the void with a live concert coming out of their homes, the Blackstratblues guitarist was one of the first to bring his stratocaster to his virtual fans with a series of jams in the living room. Several others followed him.

The singer-songwriter, whose first show in Nepal this month was destroyed by the virus, soared like a phoenix in his home studio in Delhi on the first day of confinement, producing a dozen of his songs on guitar and keys. Perched a few yards from a webcam and microphone, in those 30 minutes Kuhad had worked in the virtual room to present 50,000 listeners for 'Live from HQ', an eight-show series with popular artists that will be broadcast live from their social networks. page every night until April. The largest crowd I've ever had at a physical solo concert is about 9,000. While it was strange to do this alone in silence where I couldn't see anyone, I also felt personal and homey, says Kuhad.

These live broadcast sessions serve as evidence for concerts to migrate online in the future. Big Bad Wolf, the entertainment company brought together by Live from HQ, is among a handful of event management companies and artists trying to make the most of this virtual connection and dive into the audience only online to see if there is potential.

“It was imperative not to look at it as a time to sit down and wonder what's next; But we're still doing what we do in a different environment, says Big Bad Wolf's Pallavi Gulani, adding: While money is not our focus right now, people are already used to consuming content online and paying for a show that attend. This could simply be the union of both.

Deepak Gopalakrishnan, a former content and marketing professional for music and event management companies who recently helped compile a digital spreadsheet of these concerts in live living rooms, sees new models for monetization. “Crises bring panic, followed by innovation, and you can see the potential, the feasibility and the sponsorship in a new trajectory of live performance. Whether it will last beyond current limitations will depend on how event promoters and artist managers adapt and find sources of revenue, he says.

Mini concerts shared exclusively through online channels are already helping to raise funds. The Chennai-based TM Krishna singer from Carnatic, for example, arranged a live live concert on March 29 at a price of Rs 1,500. Proceeds are intended to support artists financially displaced by the pandemic.

But these concerts to stay at home cannot compensate for the scale of lost income. Sanjoy Roy, President of Events and, a leading industry body that recently hosted a nine-hour digital festival of #StayAtHome concerts on Janta's curfew day, estimates damage worth Rs 3 billion in the first two months. , based on a pan- India Survey on event cancellations before closing.

Meanwhile, artists like Kuhad and Braganza are determined to keep the show going. It's about building community, giving back, and making the most of the solitude that leads to creativity, Kuhad says. I'm going to do this until we can get out again, adds Braganza.