Industry Insights: Symphonies in Silence: The Harmonious Resilience of the Live Music Industry Amidst COVID-19

The music industry faces ongoing challenges from COVID-19. Here’s how innovations like virtual concerts and a resurgence of physical music formats are reshaping the industry while sparking conversations about safety and accessibility.

Written by Shreya Gummadi

COVID-19, even four years after its inception, continues to disrupt life as we know it. Since 2020, in-person events have taken a tough hit, the music industry especially The issues of COVID-19 have impacted artists, record labels, and even the thousands of people who work alongside them. As this disease proves its unpredictability with a new strain currently ravaging the United States, a problem for the industry is finding ways to resist the urge to revert to pre-pandemic life. The consequences of the pandemic have opened up many conversations about accessibility and equity overall, including for the music industry.

People have finally started listening to individuals with restrictions like physical disabilities, who have voiced these issues for years. Traditional, in-person concerts often presented formidable obstacles for people with disabilities. However, with the onset of the pandemic, artists and event organizers transitioned toward virtual concerts. This shift allowed individuals with disabilities to enjoy live music from the comfort of their homes. Online concerts came equipped with features such as closed captioning and sign language interpretation, making the content more inclusive for individuals with hearing impairments. One notable advantage of virtual concerts was the flexibility they introduced. Traditional concerts necessitate physical presence at a specific venue, often presenting mobility challenges for people with disabilities. Online concerts, on the other hand, provided individuals the freedom to participate at their own convenience, eliminating the need for physical travel. This shift ensured that people with physical disabilities or chronic health conditions didn't miss out on live music due to health or mobility restrictions. Furthermore, virtual concerts leveraged technology to create a more visually and sonically immersive experience. High-quality video and audio streaming, along with customizable settings, empowered individuals with visual or auditory impairments to tailor the content to their specific needs. These concerts commonly featured closed captioning, audio descriptions, and subtitles, contributing to a more inclusive environment. The advent of virtual concerts during the pandemic not only provided newfound accessibility for individuals with disabilities but also highlighted the innovative potential of technology in fostering inclusivity. It's important to acknowledge that this progress might not have been as rapid or substantial without the unique circumstances brought about by the COVID-19 pandemic. The necessity for social distancing and safety measures prompted artists and event organizers to explore alternative avenues, ultimately leading to the evolution of virtual concert experiences. While the pandemic brought about numerous challenges, it also spurred the music industry to adapt and reimagine itself, ultimately benefiting those who have long advocated for greater accessibility and inclusivity in the world of live music. In this way, the pandemic catalyzed a positive transformation, demonstrating the power of innovation and adaptation in addressing long-standing disparities.

Diverse performer lineups became another hallmark of virtual concerts. Artists worldwide showcased their talents in these virtual events, broadening the range of musical styles and cultural influences on display. This diversity allowed individuals with varying backgrounds and interests to find performances that resonated with them, further promoting inclusivity. For those who are neurodiverse, the virtual concert experience often proved to be more comfortable because the controlled environment of watching a concert at home allowed for a reduction in sensory overload, making the experience enjoyable and accessible to a broader audience. The inclusivity achieved through these changes created a positive impact on the accessibility of live music for individuals with disabilities. In the wake of the COVID-19 pandemic, the live music industry underwent a profound transformation, with virtual concerts emerging as a unique and accessible platform for artists to connect with their audiences. However, as the collective yearning for a return to 'normalcy' continues to overshadow the positives of these virtual experiences, there's a risk of leaving behind valuable lessons in accessibility. During the pandemic, the music industry made significant strides in ensuring that live performances became more inclusive and accessible to disabled individuals. Virtual concerts allowed for the implementation of closed captions, sign language interpreters, and other accommodations that made the joy of live music available to a wider and more diverse audience. This newfound accessibility was a beacon of hope for those who had long been excluded from the live music experience due to physical or sensory limitations. As the world slowly transitions back to in-person events, there is a concerning trend of forgetting the lessons learned during the pandemic. The momentum that had been building towards a more inclusive and diverse live music sector is at risk of dissipating. The transformative impact of virtual concerts on accessibility and inclusivity within the live music industry is a testament to the unforeseen outcomes of the COVID-19 pandemic. Without the extraordinary circumstances brought about by the pandemic, the urgency to adapt and innovate within the industry might not have been as pronounced. It took a global crisis to shine a spotlight on the need for inclusivity and to motivate change.

Other pre-existing issues with safety that exist in the concert space, such as harassment against women, are being brought to light and recognized. YouGov, a research conglomerate based in the U.K, estimated that 22% of all festival goers, and 30% of female festival attendees have experienced some form of unwanted sexual behavior at a UK festival. For years, women attending concerts have faced a troubling reality characterized by various forms of harassment. This includes unwelcome advances, verbal abuse, and even physical assault. Such experiences have been an unfortunate and enduring aspect of the live music scene. However, the pandemic and the ensuing pause in in-person events have allowed both artists and audiences to reflect on these issues, leading to a collective call for change.

The COVID-19 pandemic did not directly reveal the prevalence of sexual harassment in the live music industry, but it did shed light on a variety of issues within the industry, including those related to safety and inclusivity. Sexual harassment and assault have been long-standing issues in various sectors, including the music industry, well before the pandemic. However, the #MeToo movement and other social justice movements in recent years had already drawn attention to these issues in various fields, including the entertainment world The music industry, like many other industries, has seen increased awareness and discussion of sexual harassment and misconduct in recent years. High-profile cases and allegations against musicians, music executives, and others have prompted a reexamination of the industry's culture and practices. Additionally, organizations and advocacy groups within the music industry have been working to address these issues by promoting safe spaces, education, and reporting mechanisms to combat sexual harassment. While the pandemic itself did not directly uncover these issues, it did create an environment where discussions about the safety and well-being of individuals within the music business including concerns related to sexual harassment, were brought to the forefront. The music industry, like many others, is working to address these issues and promote a safer and more inclusive environment for everyone involved.

In this moment of reckoning, there is a growing emphasis on recognizing and addressing harassment in concert spaces. Musicians, promoters, and venue owners are increasingly taking action to make their events safer, implementing measures such as heightened security, harassment reporting systems, and staff training to respond to incidents effectively. Beyond that, artists themselves are using their platforms to speak out against harassment and to advocate for safer environments. Taylor Swift, for example, has used her music, her speeches, and her social media presence to bring attention to issues related to harassment and abuse in the entertainment industry. She has often emphasized the importance of supporting and believing survivors, and her advocacy has had a significant impact on raising awareness about these issues within the music and entertainment communities. Furthermore, Taylor Swift has also been involved in supporting legal and policy changes related to sexual harassment. In 2021, she publicly endorsed the "BE HEARD in the Workplace Act," a proposed legislation aimed at addressing workplace harassment, discrimination, and retaliation. Her support of such initiatives shows her commitment to creating safer and more inclusive environments not just within the music industry but across various sectors.

The COVID-19 pandemic afforded artists, including Taylor Swift, a unique opportunity to amplify their advocacy efforts against harassment and their support for safer environments within the music industry. With live performances and touring largely on hold, artists turned to social media and online platforms to connect with their fans and address important issues. Taylor Swift's substantial online presence allowed her to reach a wider audience, engage in conversations about harassment, and share her perspective on creating a safer industry. The pandemic's pause on live music activities also provided artists with more time for introspection and reflection, enabling them to consider their experiences and the broader issues of harassment. This period coincided with a heightened social awareness, particularly around movements like #MeToo, creating a conducive environment for artists to use their platforms to advocate for change and demand accountability within the music industry. Additionally, collaborative efforts within the music industry to address a range of issues, including safety and harassment, were encouraged during this time. Taylor Swift's participation in such initiatives and support for organizations promoting safer environments effectively contributed to the collective efforts to combat harassment. With in-person events limited, artists like Taylor Swift turned to digital platforms to engage with their fans, share personal stories, engage in conversations, and support organizations and resources dedicated to addressing harassment and providing support for survivors.

Concert venues have taken notable steps, such as implementing codes of conduct and training staff to address harassment and create safe environments. Prominent festivals have introduced specific initiatives to ensure the safety of attendees, including creating designated help centers and increasing security measures. Unfortunately, the desire for society to return to 'normalcy' has sometimes overshadowed the many positives of virtual concerts, including their enhanced accessibility. This inadvertent oversight challenges the industry's mission to be more inclusive.

Amidst the pressing concerns surrounding safety, equity, and accessibility in concert spaces, the impact of the ongoing COVID-19 pandemic has added an additional layer of complexity. Social distancing, issues with masks, and the looming threat of the pandemic itself all make the interest of the crowd hard to capture when they are not in a complete performance setting. In terms of profits, wearing masks and requiring proof of vaccination may seem like a hassle, yet these preventative measures continued to prove themselves necessary until the mandate was lifted in March 2022; before this time, all venues required masks. In terms of profits, wearing masks and requiring proof of vaccination may seem like measures that could potentially impact the live music industry in various ways. The implementation of such measures varies across venues and regions. Some venues, especially in areas with high COVID-19 transmission rates, have mandated mask-wearing and proof of vaccination or negative tests as a safety precaution. These measures are intended to minimize the risk of virus transmission and provide a sense of security for attendees, artists, and staff as all live venues required masks at one point. The impact of these measures on profits is multifaceted. On one hand, they may deter some potential concert-goers who are unwilling to comply with the requirements or who may prefer mask-free environments. This could result in a reduction in ticket sales and concessions revenue. On the other hand, for many attendees, these safety measures instill confidence and encourage them to attend live events. People who are more health-conscious may view mask mandates and vaccination requirements as positive steps, making them more likely to buy tickets, which could offset any potential loss in ticket sales due to hesitancy. In an article with ABC, the co-owners of Austin music venue Fallout Theater, talk about how many artists did not return to play live because of fear of getting sick. During this time, the business itself was slowing down tremendously because the public would not attend concerts.

From the Grammys to late-night television, live televised musical performances have become more genuine, engaging, and aesthetically beautiful than ever during the pandemic. Some artists went the extra mile to connect with their audiences — Dua Lipa, known for her dynamic stage presence, brought a taste of her live shows to the virtual realm as she did a at home concert for NPR as well as a series of four livestream shows promoting the release of her second album known as “Studio 2054” that, according to Variety Magazine, had over 5 million views. Several artists continue to maintain the energy and spectacle that fans have come to expect at in-person performances. Another example is Justin Bieber who innovatively utilized virtual reality technology to transport fans into a surreal digital space for his concerts and gave his first online performance as an avatar within his unique realm. The performance was streamed three times in November 2021 to promote his world tour the following year.

Additionally, through drive-in concerts, some of the magic of live performances has been creatively restored. This experience consists of drive-in movie establishments streaming live concert performances to create somewhat of a socially distanced concert setting. For example, the Ultimate Drive-In ATX held showings of Bon Jovi’s and Florida Georgia concerts in 2021 These investments in live concerts included renting out spaces, ramping up audio and video production values, selling tickets, and coupling the streams with limited runs of exclusive merchandise.

The stop of the live music industry and concerts impacted the economy enormously. The industry's total nationwide economic impact of $132.6 billion supported 913,000 total jobs with associated labor income of approximately $42.2 billion in 2019. The overall culture of live shows contributes to the economy- transportation to the venue, hotels, and clothing. One crucial innovation that was gradually brought is virtual concerts. Not only are streamed concerts safer, but using YouTube, Twitch, and social media makes them increasingly convenient.. This creates an economic upside for artists, promoting exposure to fans of all demographics. Virtual concerts have had a notable impact on the economy by generating revenue through ticket sales, merchandise, and sponsorships, sustaining the income of artists and event organizers during challenging times. These digital events provide a global platform, breaking down geographical barriers and expanding the audience reach, which in turn, boosts sales and support from fans across the world. Additionally, the reduced overhead costs associated with virtual concerts, such as venue rentals and travel expenses, contribute to a more cost-effective approach, enhancing the overall economic efficiency of the music industry.

Later, as more countries relaxed their lockdowns, the amount of physical music sales contributed to the economy as more of the public craved a musical experience they could see and feel. Vinyl, record players, cassette, and CD sales have reached a new high. 41 million units of Vinyls and 33 millions units of CDs were sold in 2022. Last year, vinyl record sales accounted for 71% of all physical music revenue. This resurgence of physical music has found people reintegrating with the music world by going to stores and shopping for tangible items as opposed to digital downloads.

For the past year, many concert venues and artists have been taking steps to return to what was once known as ‘normal’ pre-pandemic. However, the social advancements and lessons learned during the pandemic, from being more accessible to being more safe, can not be forgotten. Live concerts have returned, and the number of streams is dwindling, leaving individuals with less access to in-person performances behind. The discussions of sexual harassment at concert venues have not been as prevalent as they once were. In a panicked need to return to “normalcy”, individuals in society have turned a blind eye to these struggles others face, forcing us to take steps backward in the strides we had made during the pandemic's peak. It’s time to ask ourselves: Is this even a “normal” that we want?

CULTURAL CONTEXTSAfterglow ATXDecember 5, 2023shreya gummadi, industry insights, covid-19, concert venues, live music