Smart artists are live-streaming their album launches

A growing number of artists are throwing online listening parties for fans and live streaming their album launches.

“allow yourself to push the boundaries of what a show is supposed to be”

“We did our live stream at the studio where I recorded the album” said indie singer-songwriter Dominique Fils-Aimé about her album launch using Bandcamp. “Being able to invite people into the environment where I created it was very special, so that was our way to use that opportunity to show something or to share something that we cannot normally do. I think there’s always a way to find the silver lining in a different format.”

She pre-recorded a performance with her band and then participated in the chat with fans from her sofa at home. After the show, she jumped on video for a 15 minute live Q&A.

Another Bandcamp live stream by UK hip hop group Children Of Zeus offered fans the chance to listen to a new record before it was released.

“As it was an album launch performing new music for the first time, the chat room feature was the barometer for us to see what was working with the audience,” said the group “The chat room feedback made us realize people were really enjoying it and in return we got more comfortable as it went on.”

One advantage of using the Bandcamp live streaming platform is its integrated merch sales, which both acts took full advantage of.

Music Live Streams: The Next Chapter

Whatever the platform, both streams point to another way that artists are using live streaming as part of their overall release and touring strategy.

Some pundits suggest that live streaming could become a footnote in the history of music during the pandemic.

But Dominique Fils-Aimé and Children Of Zeus are reminders to never underestimate the imagination and creativity of musicians, particularly when given a new to connect with their fans.

“To other artists thinking about doing a live stream…take your time in the preparing process and allow yourself to push the boundaries of what a show is supposed to be,” shares Fils-Aimé.”Using a new medium, allow yourself to not only create musically, but create perhaps visually the atmosphere that you’re looking for, or deconstruct the concept of a show and rebuild it to your image.”

Bruce Houghton is Founder and Editor of Hypebot and MusicThinkTank and serves as a Senior Advisor to Bandsintown which acquired both publications in 2019. He is the Founder and President of the Skyline Artists Agency and a professor for the Berklee College Of Music.