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RoadNation X A2IM’s “Livestream Road-Less Series”
Would you think that performing for 250,000 fans is an experience exclusive to major label artists? Thanks in part to the advent and advances in livestreaming, that’s the kind of audience that independent artists can now reach in a single virtual performance. We demonstrated that last week, through our RoadNation-A2IM “Livestream Road-Less Series.” We are just getting started.
Along with our partners at A2IM, we developed this series in part because the pandemic has hit independent artists especially hard. Working musicians need more options to earn money so they can pay the bills. They need tools that fulfill their creative and sonic vision through reliable production. They need a way to reach all their fans and find new ones.
Livestreams are now a way of life for artists. It is how artists can nourish that essential connection with their fans. And while livesteams will never be a perfect substitute for a tour and a live show, the flexibility that the format affords — an artist can go live at any time — is undeniably useful.
The full potential of the livestreaming format is not realized, with the marketplace still nascent and typically lacking three things especially important for indie artists: (1) the ability to monetize beyond tip jars; (2) expanding audience beyond one’s fans on a single livestreaming platform; and (3) production faithful to an artist’s sound.
Our “Road-Less Livestream Series” is designed to remedy these limitations. Already, an array of music organizations — SAG-AFTRA, Music Biz, Association of Independent Music Publishers, SONA, Women In Music, Music Managers Forum-U.S., and SoundExchange — have joined us. Twitch and FaceBook signed up as key promotional partners.
The series works this way:
- Artists livestream through a customized experience created and produced by RoadNation across Twitch, Facebook and YouTube. Promotional partnerships expand the audience beyond an artist’s fan base.
- Artists receive a customized RoadNation webpage to offer fans and new audiences unique experiences and merch.
- RoadNation curates virtual concerts and will provide tools to individual artists to livestream on their own.
Results so far are very positive. Our curated show on May 7th featuring A.J. Smith, Dana Williams, BLUEOX, dolltrick and Frawley garnered nearly 500,000 views. More than 250,000 people tuned in over the course of the two-hour show and simultaneous viewers averaged 10,000. Our production team made the experience plug-n-play and provided clear, crisp sound for the artists who performed. We were live at the same time as Alicia Keys with roughly the same audience and better sound.
And this week we’ll do it all over again with four new independent artists.
We believe that livestreams are here to stay even when in-person shows return. They will be an additional product for artists to offer fans, one that expands the opportunity to connect with fans and a new way to earn money. We plan to develop new tools for artists to realize the full potential of this format.
We stand ready and eager to work with any independent artist and label who wants to join us on this journey. Sign up here.
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