As society adjusts to the new reality of the coronavirus pandemic, the music industry has found innovative ways to accommodate the required social distanced lifestyle. Experimenting with a variety of online streaming platforms, artists of all genres have been finding new ways to perform and connect with fans.
Syracuse University’s student organization, University Union, is adjusting to society’s new normal. When Syracuse University announced the social distancing guidelines for the Fall 2020 semester, it was apparent that many beloved campus traditions would have to be modified. ‘Juice Jam’, a daytime music festival where students get the chance to experience their favorite artists live, is one of the many campus activities students yearned for this semester.
However, the Fall 2020 social distancing guidelines have forced University Union to find unique ways to provide students with a similar experience, virtually. Since the cancellation of on-campus activities, University Union has hosted a total of 3 virtual concerts featuring artists like KAYTRANADA, A Boogie With a Hoodie, Ari Lennox, and more. Annelise Hackett, University Union’s public relations director, and Michael Bottazzi, University Union’s co-concert director, both describe these new planning strategies as both challenging and creative.
“So far, everyone is really eager to get out there and participate in some capacity. It’s important to remember that some of these people have not performed in the last six months, so getting the opportunity to perform their material is great. Booking the concerts this semester has gone really smoothly, despite these new changes,” Bottazzi said
Hackett agreed, noting that artists have seemed excited for the opportunity.
"Plus it is kind of cool that we get to innovate in this way and put on these events," Hackett said.
The two also stressed how vital marketing has been in maintaining student engagement. From virtual chat boxes during the show, to virtual care packages, the organization is actively working to build and maintain viewership throughout the entire event. In addition to marketing strategies, the music industry’s ingenuity helped the student organization navigate this new playing field.
Michelle Santosuosso, former vice president of music programming at Dash Radio and current professor of practice in the Newhouse School of Public Communications’ Bandier Program, explained the music industry’s long innovative history. Since the creation of MP3 players, the industry has been forced to adapt to a number of unexpected changes. Despite all these changes, one thing has remained consistent: the need for artists to connect with fans.
“Today, artists have to provide a certain level of premium to their audience,” Santosuosso said, “Now more than ever, it’s important for an artist to be developed visually as well as sonically.”
With numerous platforms to choose from, it’s the artist’s job to decide on innovative ways to navigate the virtual space. From Instagram live studio sessions to Fortnite virtual reality-style concerts, artists like Travis Scott, Tory Lanez, and Megan Thee Stallion have found innovative ways to connect with their audience.
Although these virtual experiences have been good for marketing, the loss of in-person performances has had a large impact on the economic side of things.
“The touring business is $5.5 billion business annually and was on track to make $23 billion by 2023. But now, all of that has stopped,” Santosuosso said.
Given that it will take approximately a year for society to go back to normal, music experts are seeing the online experience as a means to an end. For now, many predict that fans would pay for an intimate experience with their favorite artists in place of meet & greets.
However, developing artists have been forced to find unique ways to fund their craft. During the pandemic, Logic, a Maryland rapper, canceled his contract with Def Jam Records and signed a partnership with Twitch, a streaming platform. Through this deal, the rapper and songwriter was able to gain full control of financial revenue.
Regardless, there is a mutual feeling among all fans that virtual performances do not compare to the in-person experience.
“Nothing beats watching Juice Jam and BlockParty live. Even if you don’t necessarily like the performing artists, you never want to miss the vibe of being on Skytop or in the Carrier Dome. But with coronavirus, I’m glad we still got something for Juice Jam. Me and my friends still made the most of it though,” Dreisly Grullon, a junior Public Health major, said.
Ultimately, whether fans are experiencing their favorite artists live, in-person or virtually, one thing still stands.
“There’s a communal spirit about the live performance that is very important,” Santosuosso said. “That will never go away.”