Live music: the third industry and why it is important.

Live music as the third industry, the important in the present music digitization industry.
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Music will always remain food for the soul, it could serve as a therapy for every listener either healing or hurting especially if it resurfaces and rekindles certain memories. The music industry for a long now is understood as one where music is been created – the studio recording sessions, then there’s the distribution on streaming platforms and offline publicity, but we never talk much about LIVE MUSIC which of course is the THIRD INDUSTRY.

[So summarily the music industry is Recording – distribution – Live music.]

Or could still be the recorded music industry—focused on recording and distribution of music to consumers; the music licensing industry—primarily licensing compositions and arrangements to businesses; and live music—focused on producing and promoting live entertainment, such as concerts, and tours.

Just like every fan satisfy their emotions and heighten their energy levels when they bump into their celebrities, Music lovers are satisfied seeing their favorite music bands, and icons performing live on a stage because it permits the audience to delve deeper into the music they cherish and experience it differently from the normal streaming.

The music universe is rapidly upgrading every day with more digital offerings and streaming platforms being created, Covid -19 equally came and we experienced another dimension of technology – Virtual audiences to virtual concerts, shows, and performances which have affected the way fans react and consume music now.

One thing you have to know is there’s been an evolution in the tools that make music consumption possible, the era we graduated from tangible artifacts like vinyl discs to cassettes, to CDs to more intangible gadgets like fluid and streaming platforms and of course, it still has an adverse effect to how people consume music in recent times.

Is the “Live music culture” dying? Well I don’t think so, not anytime soon because of the so many reasons I’ll wish to outline below but before that, I’ll attempt an explanation of this other narrative.

Today we still have Cinema Halls that prioritize movie screening regardless of the fact there exist movie streaming platforms which remain one of the oldest forms of advertising, the same feeling you derive when watching live theatre acts, stage plays, and dramas that’s the same feeling you derive from live music watching the artists you love performing.

Now back to the importance of Live Music?

🔴 One of the first reasons I do know is that it creates long-lasting connections and bonds music lovers or fans have with their artists, their turn up for shows and concerts become part of an intrinsic part of the artist’s trajectory and engagement with their music.

🔴Live music projects different energies you haven’t seen in your artists the fact they connect to their fans heightens a sense of belonging, being able to differentiate between your virtual fans and those who actively present to consume your music.

🔴Making money from ticket sales to your gigs appears easier for music streams it gives the possibility for none fans or people who are not social media savvy or belong to the active music streaming class to have an opportunity to be part of the experience. The tendency is that via live music artists target a different socio category of music lovers, especially the ones with the purchasing power ready to support arts in its most natural and original form since it appears more mature and intentional, especially incorporating the band of instrumentalists and dancers.

🔴With live music there’s hardly a loss in distribution control or rampant viral online piracy which might affect the revenue stream.

Now it’s interesting to see arenas, spaces and bars are gradually integrating stages that promote live music in Cameroon, this doesn’t only preserve the Live music culture but it goes a long way to complement the third industry which has been dying slowly. We need to safeguard the cultural heritage of the live music industry by opening and supporting more local spaces, events, and communities in the delivery of innovative cultural offerings. There’s the need for more creative initiatives to blend the physical and digital aspects without downplaying the significance of real live music.

There are a lot of Cameroonian artists who have taken live music to another dimension understanding that it’s part of the artistic career plan and growth since it goes a long way in building value and attracting value. Having a band of instrumentalists and dancers, and personal Cameramen makes the whole music culture alive and worth it. Some artists make live music soothing via their electrifying performances especially the cultural attachments , Salatiel | LYDOL | Charlotte Dipanda officiel | LOCKO | Cysoul | Rinyu | Vernyuy Tina and many others.

A big shout out to Salatiel especially for moving with a whole band nationally and internationally that’s the grandeur of live music moves, hats off for Mr. Leo – Artist currently on a National tour to reintroduce himself to a community and fans who are not digitalized yet while actively promoting his debut album which rests on the bases of African spirituality.

Live music will forever be the path of the story of the music industry and we need to revitalize this by lobbying for sponsors to prioritize music festivals, and building auditoriums to promote outdoor concerts where I believe that’s the true arts, visiting remote areas where music isn’t streamed on digital platforms and putting up a mega show, just of recent a footage surfaced on Facebook where there still exist cinema halls in Maroua something which has gradually faded away in the urban regions of the nation. Live music complements the recording industry however, many musicians chose to do lip-synch or perform ‘semi-live’ or playback which makes live music life value. The evolution of live music in Cameroon has been fascinating with the existence of many music Festivals which are gradually getting to extinction.


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