As the effects of COVID-19 are still sinking in for most of us, the reality of what’s happened in barely a month is sobering.
The music industry - and the rest of the world - has been thrown into a tailspin from the effects of global stay at home orders. And few have been as impacted as the concert business.
As the music industry faces a year of uncertainty and challenges still ahead, an important question looms:
How can the music industry survive without the live concert business, which generated an estimated $5.5 Billion in 2019?
First, it’s important to remember that there has been a silver lining to the effects of COVID-19; people all over the world have been using online media reportedly between 20% and 50% more than average.
Smart use of digital strategies can help artists and their teams take advantage of this spike to not only survive in the short-term, but truly thrive in the long-term.
The music industry has a long history of being resistant to change. At this point, sitting around waiting for things to get back to normal is the costliest thing you can do.
So, what can you do to mitigate the crisis created by COVID-19?
Here are 5 tips (that could be treated more like rules) we feel will help you create a meaningful digital marketing strategy:
- Embrace Change
- Get out of your comfort zone and try new things. You’ve already proven your ability to do this in your career time and time again.
- The worst thing you can do right now is nothing at all.
- Put your fans first
- Focus on figuring out what your fans need from you right now. You don’t necessarily want to focus on figuring out how to promote your music and your shows; find out what your fans want and shape your online presence around those preferences.
- Music is a powerful antidote for anxiety, stress, sadness, and a lot of other things. This means you can be a powerful force for good in your fans’ lives right now.
- Be realistic about what makes sense for you
- If you’ve been forced to cancel a tour this year, create a concept for a live stream series and start selling tickets asap. Your fans want this experience and they will support you.
- If you’re still developing your core fanbase, focus on free experiences. Open yourself up to as many people as possible, then consider tastefully allowing for tips.
- Focus on being generous
- Don’t forget, the entire world is reeling. You are not alone.
- Approach your marketing strategy with the goal of helping your fans in their time of need.
- Undercharge for your experiences. Overdeliver on your promise.
- Be consistent
- Once you’ve identified what works for you, double down and be consistent. Your fans need things to look forward to right now.
- It takes time to develop new skills. Set aside the energy you need to craft your chops online.