Social distancing, a means to limit the spread of the Covid-19 virus within communities by limiting social contact and freedom of movement within a population, has completely collapsed the business of entertainment.
The prohibition of large gatherings, cancellation of shows and closure of venues, means live-performance, the core income generating aspect of entertainment, is taken away. The knock on effect means performers, engineers, promoters, managers and producers are all taken out of pocket.
While the real effects of the virus on the global economy is yet to be established, its impact on the entertainment and creative industries is already apparent.
A few music trailblazers have pivoted to the internet to continue entertaining audiences during the countrywide lockdown. The weekly lockdown parties, first live streamed by DJs Black Coffee, Shimza and co, have proven to be commercially sound as Shimza & pH’s live stream was picked up by Multichoice’s music channel Channel O for TV broadcast.
But beyond the select few, mainly established acts, whose content can break into traditional mediums, the internet’s own stars; bloggers, Youtubers and influencers might have a harder time generating an income outside the domain of branded content campaigns.
Although the internet serves as an artistic outlet and allows creators to reach audiences far and wide, with the exception of branded content, the financial benefit has continued to exclusively accrue to platform owners earning substantial ad revenue.
While some content creators have built a cult following online and enjoy valuable engagement rates, they usually rely on branded campaigns to generate an income and with a reduction in brand spend, they might need to pivot to more direct audience monetisation.
Online ticketing service Quicket has created a feature for any creator to monetise their live stream, online event or video content through their ticketing system. Enabling streaming for the online event ensures that only those who booked tickets get access to the live stream or video content. Each ticket holder receives a unique link to log into their Quicket account which allows access to a page on Quicket dedicated to the online event.
This essentially means creators can galvanise their followers to pay for the content they consume during a time when it becomes harder for creators and freelancers to generate a steady income. With no support from government, the creative economy has to take control by finding innovative revenue opportunities.
The value of the arts has been eroded by internet piracy and the lack of investment, this is a reminder of the true value of the arts and the audience needs to pay for it.
More on how to create a Quicket live stream here.