Let’s real talk for one moment. The music industry was full on kneecapped by the COVID-19 pandemic. Saying this industry was “one of the hardest hit” feels like a soft way of describing it. Musicians, venues, and the trickling effect of support this industry generates for nonprofits and charities felt the impact of lost income – and in many cases, their full-on livelihood to “keep the lights on.”

Enter our new best friend: the internet. Humans are known to adapt, and the music industry did just that. During the pandemic, artists turned to new and creative ways to keep performing through livestreaming and “virtual stages.” Artists were able to charge for a virtual ticket or accept digital tips through cashless payment apps. Virtual concerts were all the rave, opening up digital doors and windows of opportunity for music everywhere.

But now we are returning to the norm. Back to school, back to work, and more importantly: back to the best things in life. As in-person concerts and festivals make a comeback, that leaves many of us also wondering about what will happen to the digital stages and online performances that gave us a much-needed reprieve during the pandemic. Will livestreams diminish or be abandoned altogether in favor of live touring?

Better yet, will we pivot one more time for a hybrid model of live touring with live streaming? There is a benefit to doing both, even in the midst of returning to normal. The door has been opened, and we should not be closing it. Live touring may provide a more stable and higher level of income, but the digital sphere has shown us a new side of fan engagement that we should hug and hold nearly and dearly.

Not only does a hybrid concert create a positive parallel revenue stream, it presents a unique opportunity to demonstrate the importance of live venues while also catering to those who are more comfortable participating from home. This approach can be the answer to increasing reach full circle: bigger audience sizes means the artists and venues get more exposure and ultimately, fuller wallets.

Hybrid concerts make use of the evolving streaming technology available today. Any concert can be live streamed through a secure venue site, allowing virtual attendees to have a casual experience with the concert as they watch from home, and in-person attendees to be right in the middle of the action. Furthermore, most livestream tickets tend to be less expensive than in-person, providing a more cost-effective option for fans that may not be able to afford to (or simply can’t) attend in person. Concert organizers would still be responsible for the cost and quantity of livestream and in-person tickets that can be sold. And while there does not have to be a “limit” on the number of livestreamed tickets for sale, limiting the quantity can create the same level of hype on ticket sales. #FOMO anyone?

Venues will need to step up to provide the ability for virtual attendance, since most did not anticipate it as an offering prior to the 2020 pandemic. This includes owning reputable livestreaming equipment, creating a ticketing structure that encompasses both in-person and livestreaming tickets, and utilizing a livestreaming platform. Artists will also have to make some adjustments to amp up their performances to be engaging to both the real and virtual crowds. But we can honestly say, the hybrid future of live music is going to be a bright one!

Psst… we got your back! PickleJar Live is a unique ticketing platform that allows the purchase of in-person and livestream shows. AND we even have a streaming channel: PickleJar+, available on Roku TV, AppleTV+, and Amazon Fire TV, that brings you amazing experiences of live performances from venues nationwide, as well as interviews with incredible artists and exclusive content for every music fan. Hit us up if you need some help on getting the most out of your performances!