A Pandemic Impact: How Quick Does Music Creation And Consumption Altering
The new reality of the COVID-19 pandemic has led to increased digital production and consumption of media. For music, however, this is especially true. Video that is consumed in short sections, such as a song, is simpler to write and produce than other forms of video such as a movie or a video game. The result is having to cope with lockdowns, mixed emotions, and isolation among music creators and fans alike, which is leading to solutions in both music consumption and creation.
Collaboration among artists, songwriters, and producers happens constantly in music. Nowadays, though, most of the work is done virtually, leading to the increased use of virtual collaboration in place of recording studios and writing sessions and the sharing of song lyrics and music files back and forth.
The connection you receive from being at the studio is hard to replace, says Guy Moot, Co-Chair and CEO at Warner Chappell Music. A creative session needs to consist of both spontaneity and structure. The songwriters have adapted and continued to collaborate in this virtual world, and it has been great to see them do so.”
Several companies have innovated by connecting their songwriting community remotely. According to Moot, they have set up several virtual songwriting camps and sessions, with musicians coming from around the world. During a virtual Zoom session earlier this month, our writer Skyler Stonestreet spoke with Whitney Phillips, Gian Stone, and Freddy Wexler. With the help of the encounter, the song Stuck with U by Justin Bieber and Ariana Grande peaked at #1 on the Billboard Hot 100.”
The finished piece of work may be executed at a creator’s studio, so long as the individual recordings are done in high quality. Digital mixing of the vocals, instrumentals, tracks, and beats can all occur without degradation.
But with the pandemic, it’s become harder and harder to produce a high-quality music video. The traditional method of making music videos, involving a band or dancer, is bringing together a full crew, video directors and performers, to produce artwork. However, these types of videos are not suitable in the era of social distancing. A better approach is to use user generated content, such as the Stuck with U video, which shows people staying at home with their pets.
A simple real-world or studio setting is another option for recording videos. On July 1, singer and songwriter Tayla Parx released Dance Alone, a video she choreographed from her home during quarantine and shot from her studio. Initially, she had set up smart lights on her desk to illuminate the space. Parx said, “We all are feeling ill and that’s making it more difficult to get away from loved ones,” as he explained. “When you dance in your pajamas and blast your favorites, you feel a little less alone since people aren’t as close as when they’re in really close quarters. The music will keep you company.”
The larger concept is that simple music videos can become viral because of the social media phenomenon (‘viral’, for short) and this trend has been accelerated over the past few months because of the pandemic.
Over the last few years, technology has become increasingly sophisticated in the music production space. Those who want to build a Home Recording Studio Equipment to start a side hustle or to work from their bedroom can benefit from this.
Consumption of music:
As the pandemic disrupts music promotion and monetization strategies, forced advances in music creation follow naturally with changes in music consumption. People who don’t have the option to attend live concerts have been increasingly turning to virtual concerts. In addition, virtual platforms are now offering fans the same kind of fan engagement opportunities as live concerts.
Rebecca Warfield, Global Head of Strategic Partnerships for Looped, described how the company’s platform allows artists to create virtual venues on which they can sell general admission and VIP tickets. The webinar series was held on Tuesday at Pepperdine University related to the future of media and entertainment. All members of the audience will watch it online, but only VIP members receive a 1-on-1 session afterward. Musicians such as Bebe Rexha and Meghan Trainor have hosted events on Looped. She says, “Individuals have continued to value unique experiences, like having access to exclusive online events and connecting with their favorite artists remotely.”
The use of mobile social media platforms such as Tik Tok is being used as a new method for music to move viral. See videos of Drake’s Toosie Slide as an example.
People are working on adapting quickly to a new normal of social distancing, including songwriters, artists, producers, and consumers. Social media has taken an increasingly important role in promoting new songs, as well as innovations in virtual fan engagement as music collaboration evolves. Our digital lives continue to accelerate , signaling profound changes in the way we have created and consumed music.