When I jumped into live streaming in 2013, I had no idea what I was doing—and my first stream featured a world-renowned pianist performing in a packed hall. The Gilmore Keyboard Festival, where I am on staff, was presenting a concert to the community featuring Kirill Gerstein. Because the concert was being offered free to the public, someone at a staff meeting asked, “Can we live stream this concert?” And from the silence, I blurted out, “Yes!”
You can watch segments of the 4:3 / 480p video here:
At the time, the Detroit Symphony Orchestra had been live streaming concerts for two years. Today, they are a leader in classical music live streaming, presenting around 30 concerts a year online. At The Gilmore, however, live streaming repeatedly brought up one major concern. This concern resonated throughout the office, though I didn’t believe it to be true:
If we offer the concert for free online, won’t it negatively impact ticket sales?
Despite this resistance, streaming a concert live to the internet became a small obsession of mine. With some help from the local Public Media Network, great audio engineers, and the world-class performances at The Gilmore, I managed to get our concerts online, with high-quality audio and multi-camera shoots.
As I gained experience managing small teams of videographers and audio engineers, I learned the ins and outs of the technology, the philosophy, and the social media impact. I even found ways to live stream my own new music concerts—without breaking the bank.
Building off my presentation at the New Music Gathering in Boston this year, during the month of June, I will explore why to live stream, preparing and advertising a live stream, the technology behind various live streaming set-ups, and how to begin collaborating with individuals or organizations to maximize reach and impact.
Why live stream?
If you somehow missed the memo, video consumption is, and has been, on the rise. In 2017, Facebook Live broadcasts quadrupled and 3.25 billion hours of video are watched on YouTube each month. From a marketing perspective, having video content is a no-brainer. But live streaming is a little different.
Live streaming—the act of broadcasting an event in real-time—gives us the unique opportunity to capitalize on the energy of a live performance, while enabling others outside of our community to participate. With advances in technology, it has also become increasingly easy to broadcast live video to the internet.
By live streaming our music, we gain the following:
- Expansion of reach and visibility (marketing, social media, locations, networks)
- Accessibly for both our current audience and potential future audience
- Increasing trust and loyalty from our fans
- Excellent content for later use (YouTube channel, website, grant proposals, sharing)
But what about the impact on ticket sales? This is where you need to trust your audience. I would argue that most people are cognizant of the uniqueness of a live concert experience. Given a choice and with no outside barriers, most people would choose a live event over a video version of it. By offering live streams of your events at no charge, you are trusting that the audience members you have will continue to buy tickets if they can. The benefit of the stream then becomes the ability to engage the dedicated fans who just couldn’t be there (thus allowing them to continue to participate in the experience), while also potentially reaching future audience members who are not fans—yet.
FOMO and concert attendance
Although research is limited, current case studies and surveys point to the same conclusion: after watching a live-streamed concert, viewers are more likely purchase tickets to future concerts. It’s like giving a sample of something delicious at Costco.
It’s important to note that many reports come from service providers like Livestream.com, who are trying to sell their services. Still, according to their 2017 survey, “67% of viewers are more likely to buy a ticket to a similar event after watching a live video.” The idea is simple: viewing a great live stream allows current fans to engage with a concert they would probably not have been able to attend otherwise, and allows potential fans to get a sample of a live event they may want to attend in the future. You are building community.
You’re also working off two sides of FOMO. If you’ve managed to avoid current slang and abbreviations, FOMO is the “fear of missing out.” Regardless of what one thinks about FOMO’s powers of motivation, it is a factor at work that everyone on social media experiences at some level. By live streaming your concerts, you can increase FOMO for those who are on the fence about attending your upcoming programming. On the other hand, you may also be able to dissipate some of those FOMO feelings via the live stream by giving your dedicated fans a way to participate, despite not being there.
After the live-stream event (and the real-life concert), the video lives on, and some algorithms, like those on Facebook, perpetuate the views for a short while, reminding people of what they missed the night before. If you captured audience emails at your concert, you could send attendees a thank you email with a link to the video. You can also send the video to friends and colleagues who couldn’t be there.
The most important post-stream benefit is the content you’ve created. If you get the chance to clean and mix the audio and re-sync to the video, you have an entire concert to segment into individual pieces for your YouTube channel, your website, portfolio submissions, etc.
- Make sure all content stakeholders are aware and in agreement about how the captured media will be used and distributed well in advance.
- Don’t repost the entire concert in full. Only keep the entire performance video up as a result of the live stream.
- Segment out individual pieces and create a lead in and a closer for each video, with proper credits to performers, composers, and technicians as text overlays.
- Develop a channel/page where all of your media lives.
- Use the reposting of video content to strategically activate your social media or blog/newsletter presence.
Next week, we will discuss technical preparation, advertising, basic artist agreements, and a complete guide to hosting your stream on different platforms such as Facebook, YouTube, Twitter/Periscope, and other streaming hosting services.