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With COVID restrictions easing and vaccination rates rising, real-life concerts are creeping back, and people seem hungry for a return to in-person events.<\/p>\n
It seems like everyone and their mom became camera-ready in 2020. The year progressed from a bunch of string quartets playing in their living rooms to highly produced, ticketed shows.<\/p>\n
A recent study published in Marketing Science<\/em><\/a>\u00a0showed music consumption from online video streaming platforms increased dramatically \u2014 especially in countries with more COVID-19 cases, stricter lockdown policies, and sharper declines in individuals’ mobility.<\/p>\n Last year we also said that livestreaming was here to stay<\/a>.<\/p>\n Miraculous as it sounds, there is a handy framework to help predict if something is catching on.<\/p>\n It works like this:<\/p>\n When you hear about some new way of doing things, our first reaction is:<\/p>\n CHANGE –> UNFAMILIAR –>YUCK –> I LIKE THINGS THE WAY THEY ARE<\/p>\n But every once in a while, something clicks. You can tell when it happens because it changes the way people do things, and you best pay attention.<\/p>\n For example:<\/p>\n Uber changed the way taxis work.<\/p>\n Can you imagine going back to taxis?<\/p>\n What about online concerts?<\/p>\n In-person concerts<\/p>\n Despite the apparent ease of use for online concerts, it has yet to pass the test.<\/p>\n Right now, people seem like they are itching to go back to the concert hall. It\u2019s unfolding as we speak<\/a>. There\u2019s also hard science<\/a> linking live music events and the correlation with a person\u2019s sense of well-being. One could argue this is also why the development of mass marketed recorded music didn\u2019t kill live music.<\/p>\n At the same time, new digital platforms are still rolling out<\/a>. On the business end, Deezer invests in Driift<\/a> and Dice acquires Boiler Room<\/a>.<\/p>\n In the words of Netscape\u2019s former CEO Jim Barksdale, \u201cDon’t mistake a clear view for a short distance.\u201d Just because something will happen eventually, doesn’t mean it’s going to happen anytime soon.<\/p>\n The coming years look more like the development of hybrid and \u201cpandemic proof\u201d solutions for venues, rather than a fundamental shift in the way we consume live events.<\/p>\n Until then, feel free to use the \u201cNever Go Back\u201d framework to help you live in the future, before the future arrives. You\u2019re welcome.<\/p>\nThe \u201cNever Go Back\u201d test<\/strong><\/h3>\n
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#LUDWIGVAN<\/b><\/em><\/h3>\n