Stephanie G. Mathis Live streaming has become a bit stale. If we’re honest, it never really satisfied the need. You’ve got to use it, or you lose it—that’s what comes to mind when it is so important to stay connected with your fans and art.
What do you do now? How can you think outside of the box if you are literally trapped in one, most likely your bedroom?
Remember: raw rocks
It would be best if you did not try, and I repeat: do not make your live streaming the same as your show. You know that this doesn’t work if you’ve already tried it. You are the only person in the room. You can’t hear any applause. The awkward silence between songs is a little uncomfortable. It is what it is. The shine has gone.
Raw is the new black! Take stock of your live-streaming set. This includes everything from the space you use to your songs and how you perform them in that space. Consider live streaming your writing on the floor. Legs crossed, back against the couch, relaxed and low-key, or even raw. Do you use an electric guitar with the amp? Take it out and play the acoustic. Do you usually stream the whole room when performing? Try getting closer to the waste and capturing it.
Do not get me wrong—people, companies, and organizations are paying a lot of money this year for their live-streaming. The quality standards are increasing across the board. I am a big fan of external mics, sharp cameras, and excellent Wi-Fi. Your fans still want to feel as if they were in the same room with you, even if your production quality increases. Make yourself accessible.
Engage, engage, engage.
Live streaming allows me to hear directly from my audience. My conversations with fans are more frequent than ever before, even though I’m not in their presence. It’s funny!
There is nothing like real-time feedback during a live broadcast. Your audience’s comments should be the top priority if you want your stream to have life. When you read comments out loud, mention the fan’s name.
The comments are not an interruption to your set. The set is them. Let them direct your stage banter and your song selection. Directly address people. Ask them questions and call them out. What is the weather like in their city? What are their views? What was their highlight of the week? What do they drink right now? When you engage your viewers, they will feel more engaged in your stream.
Here’s another tip: Stream from one device (a tablet or laptop) and read/respond to comments from another device (your smartphone)—or vice versa. Using two devices has improved my streaming experience, as I am not messing with the device that captures the performance. This is particularly helpful if the streaming device I’m using is several feet away and difficult to reach to read comments.
Your fans deserve to be in the spotlight.
Let’s go one step further. What if you could bring your fans directly into your video stream? Make them special guests. You can have a 2-minute interview on screen with a stranger. You can! Split screen is possible if you use Zoom, Streamyard, or other third-party services. Facebook does not allow it. You can share the feed on Facebook.
This is as simple as sending a private message to your fans asking them to join. You might find it easier to ask a partner, spouse, or friend to help you so that you don’t have the admin role on during your performance.
Don’t be scared to invite your followers into your stream. Two people chatting back and forth can be more fun than just one. Keep it light and fun. It doesn’t have to be an important part of your show.
If you are streaming your show on Instagram, they make it very simple. If you want your fans to join the show, they can click on the “Request To Join” button located at the bottom.
Please remove it from social media.
Facebook and Instagram make streaming easy, accessible, and shareable. Try a different approach. Create an exclusive stream experience that is private, invite-only, and not on social media.
The Zoom “house concert” was my most memorable and rewarding live stream of the year. I got to interact with my audience, answer questions, and talk about the songwriting process. The Zoom host wanted to replicate his house concert series in person, so he divided viewers into breakout areas so that they could get to know each other, just like at a house concert.
Try it. Consider inviting only your fans…or perhaps just those who have donated or bought merchandise this year. Be sure to let them know that it is exclusive.
Do not forget to give away a few things.
Giveaways are a big part of my live-streaming set. They engage viewers and generate additional income. I’ll explain.
I give away a lot of “Lyric posters” (13×19 frameable graphic design I created myself) and occasionally a T-shirt or tank. My winners are chosen by asking thoughtful and insightful questions and then selecting my favorites from the comments. Some of the questions I asked in the past few months include:
What’s your silver lining in this pandemic?
When things fully open up, what are you most looking forward to?
Ask the same question repeatedly throughout your stream. You can read comments between songs. Near the end, announce your favorite response and ask the viewer to email you.
Look at it as an opportunity to promote your merchandise. It reminds my fans to buy merch in my store when I show a T-shirt or poster on screen. They do. It’s a win-win. It’s a win-win.
Recap
Engage, engage, engage. Connecting with your fans is your ultimate goal, regardless of whether you are running a contest or streaming your music from your kitchen. Imagine that your only goal for live streaming is to connect with your fans on a personal level. The fans who watch you onscreen will be first in line at your concerts.
Joy Ike is a singer-songwriter and consultant for artists based in Philadelphia, Pennsylvania. Her writings on branding, music, and business have been shared on ASCAP, BMI, and other music industry blogs. She gives workshops and lectures on building a fanbase, booking tours, using social media effectively, and transforming a music career into a sustainable income. You can reach her via her artist consultancy project, Cultivators, or on www.joyike.com. Facebook and Instagram are also good places to find her.
