In the 19th century, the phrase “the show must go on” was coined.
Rumor has it the phrase began at a circus when referring to loose animals or incidents that could jeopardize the safety of its performers. It was essentially saying that no matter the circumstances, there was no ceasing the show.
Fast forward to today and the coronavirus pandemic is one of many major issues plaguing our seemingly circus-like year as it puts a vast majority of industries in shambles or on hold, including the music industry.
The question for many musicians is, does the show really go on?
While there is no definitive answer, many artists have made necessary adjustments like live streaming concerts and homemade music videos in order to carry on with their careers in the ways they see fit, even if it has presented major complications and concessions.
North Carolina rapper J. Cole once said in his song “1985” from his 2018 album “KOD,” “I got some good advice, never quit touring/ ‘Cause that’s the way we eatin’ in this rap game.”
For many artists signed to major labels that line rings all too true. Music in the modern day is mainly consumed through streaming platforms like Apple Music, Spotify, Google Play Music . . . the list goes on.
Unfortunately, artists don’t see nearly as much money from streams as one would think.
According to a 2019 article by The Guardian, popular streaming services like Apple Music and Spotify, only pay artists 0.735 cents per stream and 0.437 cents per stream, respectively.
Artists make most of their profits from touring and various stage appearances like festivals, and according to a 2018 Rolling Stones article, live shows have some of the highest ticket prices ever.
In an article by Business Insider the same year, Zach Bellas, creator of SMB Records said, “Artists have always made the bulk of their money from live performances and touring."
This struggle with streaming has only been amplified during the current pandemic.
According to Forbes, streaming percentages decreased in the U.S. by 2% in the first week of March, 8% the second week and 3% the third week when COVID-19 initially wreaked havoc.
Not being able to perform live puts a stranglehold on artists, which is critical because in a 2017 article by Digital Music News, bigger artists such as Beyoncé and Guns N’ Roses made 88% and 96% of their money from performances.
Fans also feel the ripples of this when they can’t interact with their favorite artists. The typical routine of lead single, music video, album release and touring has changed now that gatherings are not permitted.
Some fans might feel they have nothing to look forward to after an album officially releases, leaving the listening experience one dimensional now that live music is not a thing.
The visual aspect of a performance can lend a whole new perspective to how the music is understood and what kind of intentions or emotions go into a particular song.
However, in attempts to recreate the live experience, artists like 26-year-old Aminé have turned to live video streams to connect with fans.
After the release of his newest album, “Limbo” on Aug. 7, the Portland rapper streamed “Live From Limbo” on YouTube, which was an hour-long performance that resembled a live set.
Whether or not it was effective for his fans is subjective, but he did bring similar energy and tenacity to that of a pre-COVID-19 concert with thousands of fans attending, using an exciting backdrop and having a live band.
Oakland R&B singer Kehlani is another artist that didn’t let the pandemic slow down her album roll-out.
Her album, “It Was Good Until It Wasn’t” was released on May 8 and became her highest ranking album to date when it debuted at No. 2 on the Billboard 200.
She accompanied her album with five music videos that were mostly shot at home or around the least amount of people possible. Labeling the videos “Quarantine Style,” she used COVID-19 guidelines to her advantage to further her creativity, as well as effectively promote her work.
She even went as far as to shoot the whole music video for her lead single “Toxic” by herself from her laptop camera, a marker of what artists have resorted to to keep their creativity alive in a time where it is mostly confined to four walls.
Similar to artists like Kehlani and Aminé who took the creative route through social distancing, rappers Megan Thee Stallion and Cardi B said they did everything possible to make their video for “WAP” happen in a safe environment, regardless of budget.
“We had to spend $100,000 just on testing. Everybody on the shoot had to get tested for coronavirus,” Cardi B said in an interview with i-D, a publication by Vice Media dealing with fashion, music and art. “We had a tiger and a leopard there, but we didn’t film with them in there because of safety and because of the pandemic. We spliced those scenes together.”
Rain, shine or global pandemic, the music industry will continue to turn its wheels to the best of its ability. This current situation for artists is not favorable, but it is manageable.
Whether it’s $100,000 on COVID-19 testing, or simply recording music videos from a laptop, musicians continually prove they will create and release their art and fans will consume it one way or another.
Artists may not be able to high-five fans, stage dive, or sign autographs quite yet, but the time will eventually come as the world attempts to regain its footing.
Until then, the virtual show must go on.
