With reports stating that live music events won't start taking place until 2021, artists have to find new ways to generate income from lost touring dates, especially independent artists. Emma McGann, a British artist, is an example of how independent artists can thrive in a virtual new reality.
She was scheduled to start her U.S. tour in April, which already included a streaming component. Once the physical tour had been canceled, she turned to what she does best: live streaming. Her experience in the virtual space has prepared her for the current state of affairs. She created a virtual tour pass that welcomes fans worldwide who can't attend in person. This strategy is also creating an additional revenue stream for independent touring musicians.
Since the age of 14, McGann has written songs. After four years of writing lyrics, she began touring throughout the United Kingdom. Early on in her career while in college, she won a radio station competition after submitting a song. Kylie Minogue chose McGann's song as her favorite, and she was invited to perform for Minogue. That moment shaped her outlook on the music industry as a whole and the opportunities that could come from it.
For artists that are contemplating to now incorporate live streaming into their business strategy, McGann offers the following advice: Don't get deterred from live streaming if you feel like you don't have the best equipment. Fans still find value from your performances if it is you and an acoustic guitar.
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