Live streaming is starting to gain importance in the music industry. The Covid-19 pandemic has significantly developed this mode of broadcasting, which is perfectly suited for a solo musician! Many musicians are going live on platforms like Twitch, and several of them manage to make a living from it. There is still room in this mode of broadcasting. Today, live streaming has become an excellent way to gain recognition and expand your visibility.
What is streaming?
The basic definition of streaming specifies that it involves the continuous online broadcasting of a video or audio stream without downloading to a physical medium.
It is, in fact, a means of broadcasting multimedia content to allow anyone to view it without downloading it to their hard drive. Today, all music or video streaming platforms use streaming: Spotify, Deezer, YouTube, TV channel replays, VOD platforms, etc.
Note that the definition does not refer to live broadcasting. The association between live streaming and streaming became popular with live broadcasts on platforms like YouTube, Facebook, or Twitch, for example.
Streaming has existed for a long time. It was not accessible when the Internet first emerged because connection speeds did not allow for proper live broadcasting, but as soon as ADSL became widespread, it gained real significance in our daily Internet use.
Streaming and music
Streaming and music are inseparable on the Internet. Without this broadcasting protocol, you wouldn’t be able to watch music videos on YouTube, concerts on Facebook, or listen to your favorite artists’ albums on Spotify.
In this article, we will not cover the “classic” uses of streaming. With this term, we are targeting those basic actions that all musicians perform, such as sharing their latest music video, uploading their latest album, etc.
Which platform to choose for live music streaming? Discover our comparison of the 5 most used platforms currently.
We will focus on a very specific use of streaming: live streaming. It involves broadcasting your music live to your community and strangers.
Why start live streaming as a musician?
Live streaming is booming. It has found its place among many communities, particularly in gaming. Many gamers broadcast their achievements and fails on platforms. Some do it purely out of passion, while others have made it their profession.
In the music world, we saw a lot of “takeaway concerts” filmed live during the international lockdowns linked to the Covid-19 pandemic. Who among us hasn’t watched or rewatched a concert by their favorite artist after it was broadcast? We’ll mention, for example, the French singer Mathieu Chedid -M- or DJ Bob Sinclar, who delighted us with small homemade performances from their homes!
For any musician, and especially for instrumentalists, live streaming can allow you to practice with an audience, create, develop, and build a community around your music, share your creations, get feedback, discuss dozens of topics, generate revenue, stand out from others, and more.
What equipment do you need to start live streaming?
Define your goals
It’s important to start with some goals to avoid streaming aimlessly and to determine why you’re streaming. A few questions should be asked before you begin. They help clarify your objectives. Without a goal, you risk streaming for a few weeks, then losing motivation because you don’t know why you’re live!
What do you expect from these live streams?
First, let’s rephrase this question as: why broadcast your music?
This way, the question probably seems more obvious! The verb “to stream” is, in fact, synonymous with broadcasting. And if a musician wants to broadcast their music, it’s simply because they want to share what they play. That’s actually the very goal of musicians!
Streaming can help people discover your music and your talents as a musician and/or singer. It’s a great idea to gain visibility and expand your community, or even create one if you’re starting from scratch.
How much time do you have for streaming?
Streaming takes time; you need to dedicate a few hours to each stream. Regularity is also key to success. Setting weekly streaming schedules is important. Your audience will know where to find you every Wednesday evening at 9 p.m., for example!
So, think about the time you can dedicate to this activity. Are you available during the day or in the evening? How many hours per week can you commit to streaming?
All streamers will tell you that being consistent is essential to building an audience. If you have little or no time to dedicate to streaming, it will be difficult to increase your viewership and grow your community.
This video is taken from a live concert broadcast on Twitch in which violinist Daniela Padrón participated with the group Gaêlica.
That’s why having a regular weekly schedule is important. Not only will your viewers know when to find you, but it also forces you to be present and stick to that schedule. Many musicians struggle to maintain a rhythm of composing and publishing. But the best way to stick to a schedule is to create one… Of course, this doesn’t prevent you from doing impromptu streams or canceling a stream in case of an issue.
It’s also important to inform your community about the launch of your live streams. Social media is an excellent communication tool for this, and consider creating a Discord server. Discord is primarily a VoIP platform like Zoom or Skype. However, it allows you to create voice or text channels, like a forum, to foster a space for exchange with your community. It’s a must-have!
What editorial line should you adopt as a musician?
On these live streaming platforms, creators are numerous and share just about anything!
Some are cooks preparing recipes live, others play video games solo or in multiplayer sessions, some are illustrators or painters, etc. There are even app developers, motorcycle enthusiasts, meditation advocates, or math teachers.
Some streamers offer varied content and are simultaneously musicians, gamers, teachers, and cooks! They simply broadcast their passions.
Playing and sharing your music
For a musician, several possibilities are available! You can play your own compositions, perform instrumental covers, recreate famous tracks using a looper, share your creative process while composing a new track, invite and play with other musicians, offer discussion sessions around themes, etc.
Sharing your daily practice sessions
Some classical musicians share their daily practice sessions. For example, we’ve seen a cellist from a European orchestra rehearsing scales and pieces live. He interacted with the viewers present, who commented with encouragement, asked questions, and expressed gratitude.
Sharing your songwriting process
Some streamers compose new tracks live and explain in detail what they’re doing. Often, they become consultants as viewers ask questions about the plugins used, the chosen DAW, a sound library, etc.
Advising your viewers
Typically, a conversation develops between the musician and the viewers about your technique, the composer of the piece, the repertoire, a tricky solo, etc. Some suggest other tracks they particularly enjoy. And many questions arise about learning the instrument. For musicians, there’s a lot of knowledge sharing.
In fact_depth everything can be shared and commented on by the viewers present, within the limits of acceptability and each platform’s conditions, of course. An example is Herman Li, the famous guitarist from the band DragonForce, who has a Twitch channel where he plays alone or with other guitarists. He doesn’t always know them; sometimes they’re guitarists eager to share a track with him. After the piece, there’s an exchange, and many questions are asked. He offers advice on his playing style, career management, the gear he uses, etc.
What matters is that you choose your editorial line. Avoid copying someone else’s style. It might not suit you, and if you impose an editorial line that doesn’t fit, you risk boxing yourself into something that isn’t you. Not only will you get discouraged and stop quickly because you’re not enjoying it, but the viewers might sense your lack of interest.
How much can you earn from streaming?
If you think you’ll become a millionaire in a few days, change direction and forget about streaming. This activity won’t buy you your dream beachfront villa. 😉
Building a presence in video streaming takes time and a lot of patience. You don’t gain visibility and notoriety after just a few hours of broadcasting. Every musician knows that earning recognition doesn’t happen in a few weeks!
Sure, there are exceptions, like the famous gamer Ninja, who reportedly earns over $500,000 a month according to some media. But most streamers depend on the size of their community and its generosity. Diversifying revenue streams is also crucial.
The revenue sources mentioned below are not available on all streaming platforms.
Donations
Viewers can make donations during a live stream. The donation amount is up to the viewer. Typically, they range from 2 to 10 €. In rare cases, they can be 100 to 1000 times higher! Donating might seem uncommon, but it’s really quite common on Twitch!
Subscriptions
Then there are subscriptions, which give viewers access to exclusive content like emotes, replays, etc. On Twitch, a subscription in France costs 3.99 €, but the 3.99 € doesn’t go directly to the streamer. Twitch takes a commission. If you’re starting out, a subscription might earn you about 1.2 €. The more recognized you become, the higher this amount. Figures found online suggest around $3 per subscription if you have over 10,000 subscribers.
Note that 10,000 subscribers is a huge number, especially since you need to maintain those 10,000 subscriptions consistently. It’s not a cumulative total over time but a fixed number of subscribers at a given time. These subscriptions are sold directly by Twitch or through partnerships. For example, an Amazon Prime subscription allows you to subscribe to one streamer per month. Also, viewers can gift subscriptions to the community!
Partnerships
Partnerships with brands are another revenue source. This includes sponsored content or product placement. These revenues take different forms. First, direct payment for showcasing a product during a stream, for example. This type of compensation is defined in a contract between the brand and the streamer. The showcasing can be direct if the streamer presents or uses the item or suggestive through banners displayed on the stream. Gamers are often approached to promote a new game or showcase a gaming keyboard. For a musician, you might imagine a stream featuring a DAW or presenting a new effects pedal.
Affiliation
Then there’s affiliation, which can generate some revenue. This involves a link placed in the streamer’s bio, for example. When a viewer clicks the link, it opens a product page or a site’s offer. The merchant site’s algorithm identifies the viewer’s origin and correlates it to the streamer. The streamer earns a percentage if the viewer buys something on the site.
Don’t hide your affiliate links or be ashamed of using them, as long as you’re not using disguised links. There’s no shame in earning a few euros by sharing your music, video, computer, or audio gear. In fact, many viewers are interested in your choices! There’s no harm in detailing them.
Many sites allow you to generate affiliate links. The most well-known is Amazon, but Amazon doesn’t sell music gear. For instruments and accessories, check out major online music equipment retailers; they might offer an affiliate system.
Monetization
On some platforms, you can monetize your broadcasts. This is a well-known revenue source thanks to YouTube’s rise. However, you need hundreds of viewers to earn more than a few cents! On Twitch, if you reach a certain level, streamers can manage ad breaks themselves. They can launch an ad break at any time with a single click.
Merchandising and other services
Merchandising is another great way to diversify revenue. You can create T-shirts with your logo, for example, and sell them through a platform that handles production and delivery. You earn a percentage on each sale. This works for T-shirts and many other items.
For musicians, there’s obviously selling albums and concert tickets. Don’t hesitate to promote your albums on Spotify or Deezer. A single play on Spotify earns almost nothing, but that listener might become more invested in your music.
Don’t overlook other opportunities! As a musician, you can also offer private music lessons or teach a technical skill you’ve mastered.
Paid concerts via specialized streaming platforms
Since the pandemic and numerous lockdowns, new streaming platforms for musicians have been emerging. Some allow you to offer paid concerts. This means your audience pays an entry fee to watch your concert. For example, our friend guitarist Demetrio “Dimitry” Scopelliti uses the StageIt platform for his concerts.
Other revenue sources
It’s worth repeating: diversifying revenue sources is crucial. Almost all streamers live partly from live streaming and have other income from platforms like YouTube or partnerships with companies, etc. Relying on a single revenue source is not only risky but also very limiting!
Some musicians use their skills as composers and streamers to promote their music. This is the case for Harris Heller, who is both a musician and a streamer. He has released dozens of DMCA-free albums (not protected by copyright) on well-known music streaming platforms (Spotify, Amazon Music, Apple Music, YouTube Music, etc.). His albums are freely used by other streamers during their broadcasts. This simplifies things for streamers who want to play music during their streams, and Harris Heller earns revenue from each play.
Beware of visibility and notoriety
You’ll be visible and likely judged by many on every level. Humans aren’t always kind, and you’ll see harsh comments. As a musician, you already know this. Not everyone will like your music!
A wave of unnecessary hate can hit you for a word, a wrong note, or nothing at all! Moderating comments is difficult and complex. Non-live broadcasts are already hard to moderate. Pick a few YouTube videos and check out the nonsense in the comments. If moderating non-live content is tough, imagine moderating a live chat! A few moderators can ban certain viewers and remove some messages, but you’ll inevitably see negative or insulting remarks.
Expect negative messages. There are always some! You need to learn to set them aside.
Sources and images: Twitch, Facebook and Facebook Gaming, YouTube, some streamer friends and strangers, Unsplash – Jesus Loves Austin, Sharad Kachhi, Volt W. Jingjit, Daniela Padrón, and Gaêlica
