Live after Lockdown: ‘Is there the potential to create a more sustainable and engaged live music industry by developing live streaming?’

Abstract

This study examines live streaming to determine whether it can support and engage the UK live music industry after the pandemic. In this study, there is an analysis of artists and grassroots music venues in terms of their sustainability, and an analysis of accessibility issues with attending live music. A subjectivist ontology guides the methodology from a constructivist stance, adopting grounded theory to interpret knowledge. A mixed method approach of quantitative and qualitative based research was used in the research design to produce extensive statistical data and rich meaning. The research included a small scale survey and one-to-one interviews. While most people have watched live a stream, it was only because there was no other option, and the medium has failed to option create lasting engagement with the audience. However, the results suggest live streaming will be sticking around for a long time, as the opportunities it provides for artist and small venue sustainability have been identified. Equally, the research provides evidence that live streaming can make live music more accessible for many people who cannot attend in person. The researcher suggests that investment in live streaming is made to fully develop its potential as a new market within the music industry. This study fills the gap in knowledge regarding sustainability in the UK live music industry concerning live streaming and is beneficial for anyone working in the industry or concerned for its future.