How Would The Post-COVID-19 Music World Look Like?
The music world as we know it may have to die first to be reborn stronger than ever before
Humans are social animals. We like to eat, pray, exercise and entertain ourselves in groups. It' all about social interaction, all about a social life, with all the benefits and issues that may come out of this. Social is right at the base of our way of living. After all, we call it a society, right? :) we can overcome hunger and natural disasters, but are we able to resist such a social disruption caused by a virus? If so, for how long?
Music is, by definition, about social interaction. The artist shares his emotions and he needs to interact with his audience, in a perpetual exchange of energies that ultimately defines our species as humans. This is probably why the music industry relies on live performances, from small underground gatherings to gargantuan festivals. A huge economy has developed around live events, but now all was halted overnight. Will it be the same after the lockdown eventually ends? Will the technology overcome the social distance rules that might stay in place for longer than expected? Can we imagine ourselves attending Coachella from our sofa, wearing our favourite pijamas and a pair of VR goggles? Will the artists be able to monetize their online presence in a world that got used with free online performances? Time will tell, that's for sure, but until then we chatted a bit with 3 relevant entities in the music scene, in an attempt to foresee the post-Covid music world.
The record label
Dance And Love is an Italian dance record label founded 10 years ago. With an impressive 4 million tracks catalog sold over the world, from which a few of them went Platinum, it’s no wonder that Dance And Love is one of the most respected indie dance labels out there.
Apart from the label duties, it has been producing big events, headlined by the likes of Martin Garrix, Afrojack, David Guetta and Axwell. We talked a bit with Paolo Caputo, A&R and Marketing for the Turin based label and here is his take on the coronavirus crisis:
How do you think the dance music scene will reinvent itself in a post-Covid world?
The dance music scene is already in processing to reinvent itself, and in this hard period I see producers motivated to work a lot in studio, looking for new ideas. It’s important to release pop dance tracks instead of pure edm / club tracks, ‘cause songs with vocal on top could be easier for radio airplay and Spotify too.
Will DJs and electronic music producers survive financially on a scene where we expect large events to be banned for more than 5-6 months from now?
This is a very hard argument, ‘cause I know many deejays and producers that are living a difficult moment. I think positive and hope that collecting society will help all of them around the world (like Siae is gonna do here in Italy, setting aside a fund to help clubs, authors, composers…) For the all system involving Management, Record Companies, Dj, Producers, Clubs, a lot of money will surely be lost in 2020, but it’s necessary that Governments will take care about this “world” too.
How will the online support a music industry where social interaction will be different for now on (or at least for an unknown period of time)?
The online support can surely help the music industry like it’s doing in the last years with all the DSPs’, but we also can see in this period many artists live on their social from home or from their studio: deejaying, singing, present nu project…. and not only for “work” but also for raising funds for charity. The Music Industry knows that the online is helping a lot the music biz to survive, so it’s necessary to be on it in the positive way.
The artist / label manager
Ovylarock channeled his creative energy into the EDM territories for a while now, creating a unique sound by adding acoustic instruments to the 4/4 beats. Harmor Records, his own imprint based in UK, is constantly delivering EDM bomb tracks, being also used as a launching pad for quite a few breakthrough producers. Ovylarock’s cuts received support from big names, from Showtek to Yves V and Bro Rodriguez.
How do you think the dance music scene will reinvent itself in a post-Covid world?
From my point of view the post-Covid will be more likely as a rebirth of dance music with fresh sound as many artists are making new music right now and started to focus more on streaming / online market.
Streaming has become the main income for the last years for many in the music industry and this will be something that the dance music scene will focus on, in my opinion. Also, due to the lockdown time and the massive free time as there is no gigs nor festivals running, most of the music producers and DJs got back in the studio and made a lot of new, better and fresh music.
Will DJs and electronic music producers survive financially on a scene where we expect large events to be banned for more than 5-6 months from now?
Well I think that DJs and artists will have to change their plans for this year as COVID19 will have a big or small impact on the financial side: most of their income, maybe 80-90%, comes from gigs and events but I’m seening a lot of creativity on the online platforms from many djs and producers. If they have a loyal fanbase that is able to support them, they will still be able to gain a decent income but most def. they will have to work harder and be more creative than usual.
How will the online support a music industry where social interaction will be different for now on (or at least for an unknown period of time)?
It feels different, now that the online market it’s the only way to interact with your fans and music lovers. There is nothing more exciting and magic that performing live or playing a festival but we live in a modern era and online market can also be a good option. So far, many platforms have provided support to all the artists by offering donation options and other cool stuff.
The booking agent
The companies and professionals that are working hard to make festivals and big events run as smooth as possible are the ones taking the biggest hit right now. With no plans in sight for the authorities to allow big gatherings, the event organizers are trying to figure out ways to stay in business. Marius China is one of the managing partners at Sprint Music, one of the most prolific companies when it comes to organizing big and small, public, coroporate and private events in Romania. Sprint’s roster includes big names like Goran Bregovici and also local stars, covering different musical genres.
How do you think the big concerts / live events will look like in a post-Covid world?
The first period after we will be allowed to organize concerts will be difficult for 2 reasons, I think:
- We won’t organize big festivals, so our incomes will help us just to survive (taxes,salaries,etc.)
- We have to pay the price for not having activity (banks). Many of us applied for bank credits to pay musicians and employers.
Yet, after this period we will restart our tours and the show will GO ON!:) People will go to concerts and festivals after things will be better and safer. They need this kind of experience. Nothing will be changed!
How will the eco-system around music events (promoters, venues, ticketing companies a.s.o.) survive these huge changes?
Right now musicians and bookers are very affected by Covid19 because our business was the first to be stopped and will be the last that restarts. We are living some very difficult moments right now. For example, our company is backed up by the banks right now, but we will pay them back.