The recent spread of the Coronavirus is something that has impacted every citizen in some way over the past few weeks. Whether it’s the prolonged cancellation of their school, most grocery stores out of stock, or any event they were involved with being delayed, America is feeling the heat that the rest of the world has faced over the last month. With the recent outbreak entering the U.S. at a rapid rate that is having trouble being controlled, live performances are being postponed indefinitely or even canceled. 

Concerts and festivals are feeling the impact of this virus much harder than most people have expected. Coachella was recently postponed from April to August and concert/event promoters Live Nation and AEG announced that all tours and performances from the involved artists would be pushed to a later date when concerts can feel safe again without the spread of a deadly virus. 

Singer Post Malone was criticized for continuing to perform in Colorado on March 12th, despite the Denver mayor declaring a state of emergency in the area. Artists make a substantially larger profit from their tours when compared to their music in the streaming era. For some, it’s the majority of how they make their profit. Many artists have been facing the question of how to still tour or play for fans in today’s climate. 

Despite large stadium and arena cancellations, there are still some efforts that can be taken to tour. The best way to continue to make a profit and please fans who still wish to see you is to perform in smaller areas across the United States. Artists such as Post Malone have done small “dive bar” tours where he will perform in a smaller area for an intimate crowd, often announcing the location on a day’s notice. This strategy will create significant social media buzz in a new and creative way to get fans to come and see the artist in a reinvigorated setting. 

Another technique that can be used to attract fans at this time is to perform a live, online show at a small cost. While live streaming has been used to advertise festivals such as Coachella and Camp Flog Gnaw in the past, it has rarely, if ever, been used as the sole reason to showcase performance. Rather than performing in front of a large audience, the rapper or singer can perform in front of a very few select people and a camera, in which people online can pay anywhere between $30 and $60 to see an intimate live performance front and center. 

While the Coronavirus is destined to fade away, artists will have to make the best use of their time away from stadium performances through intimate events. While it may not be the money that one would receive from a venue, they will see a much higher portion of the profits going directly to them, rather than advertisers and event promoters. Using creative methods such as these to capitalize on an opportunity is something that a rising artist must consider when trying to claim their spot in the rap and music industry.