Live Streaming Playbook For Musicians

LIVE STREAMING PLAYBOOK FOR MUSICIANS

an Audiokite Research study

8 Ways Artists can Use Live Streaming to Gain Fans and Achieve Success

YouNow, a live streaming service with 100 million users session each month, enlisted Audiokite to execute a first-of-

its-kind study to explore live streaming’s impact on creators and consumers.

For a musician to utilize live streaming effectively, there are definite do’s and don’ts that should be considered from the start, as the study data has

revealed. From the most (and least) popular activities to the skills and styles a performer needs to adopt,

below are some guidelines for both new and seasoned broadcasters.

1. MUSIC TRUMPS ALL

We learned that three of the top four rated broadcast activities all relate to playing music for both consumers

and creators, with “original songs” as the favorite activity for both sides. As a musician experimenting with

live streaming, the first activities to master should be song playing ones. Music is the thread that binds

performer and audience and is the most organic way to communicate with fans from the get-go.

“The song seemed good, I wanted to hear more of it. Plus, they were actually playing music instead of talking about it, which was nice.” 

Survey Participant

2. LET YOUR PERSONALITY SHINE

Live streaming is as close to a face-to-face meeting with fans we have today, and that means the performer is more of a focus than the art being performed. After

analyzing thousands of anecdotal comments from the study, it is abundantly clear that the best musician

broadcasters are: consistent, flexible, comfortable with mobile, creative, interactive, personable, and above all

else, authentic.

“I loved the way the broadcaster interacted with the audience and made them feel part of the show. Kind of liked watching her be silly for a little while.” 

Survey Participant

3. BE SPONTANEOUS…

Intrigue and interest seem to be the prevailing themes of the study results. As previously noted, “interested” is a feeling most often associated with watching YouNow broadcast examples, referenced over 7,100 times, and

the “unscripted and spontaneous nature of the platform” is the primary attraction point for both consumers and creators. Fans are excited by the

“realness” of live streaming and musicians should take advantage of this unique aspect by responding and

reacting to the audience’s vibe as appropriate.

“I really liked the chance to be involved, get to know the artist and actually get live, not scripted answers. It makes the divide between artists and audience seem smaller. “

Survey Participant

4. …BUT HAVE SOME STRUCTURE

While both consumers and musicians singled out YouNow’s “unscripted and spontaneous nature” as their favorite part of the platform, some of the remaining data conflicts with

this view. Again, the top rated broadcast activities all involve performing previously written songs; not much

spontaneity there. The third most frequently noted feeling is “bored.” Fully unscripted live broadcasts can be daunting

for both musicians and fans. To keep the audience engaged throughout a live stream, musicians should have a broad plan for each broadcast, while always leaving room

for impromptu activities and interactions.

“The impromptu format can lower the bar of quality. I really did not understand the point of the broadcast.” 

Survey Participant

5. AUDIENCE INTERACTION CAN BE A FICKLE BEAST

The three broadcast activities rated the lowest are primarily audience-broadcaster interactions: “guesting/split screen,”

“impromptu audience topics,” and “audience Q&A.” “Guesting/split screen” is the lowest rated activity across the board and the only one associated with an “irritated” feeling. Live streaming differentiates itself by the direct connection between audience and broadcaster, so this data is quite noteworthy. Our assumption is that the 1%

rule comes into play here, where the vast majority of viewers do not intend to directly participate in broadcasts, and so these types of activities are of less interest to them.

“I generally don’t like when streamers interact with members of the audience because it kinda leaves out everyone else who is watching.” 

Survey Participant

6. PARTICIPATION COMES IN ALL SHAPES AND SIZES

Around 70% of viewers on YouNow participate in broadcasts in some manner. Not all fans will want to sing a duo on camera or post dozens of comments during a broadcast. We observed many audience

members using YouNow’s virtual gifts — thumbs up, tips, hand claps, even marriage proposals — to express

themselves. Musicians should take note of this and recognize the need to treat fans individually based on

their preferred methods of engaging.

“I love the idea of being able to influence what an artist is singing in the moment.” 

Survey Participant

7. LIVE STREAMING IS THE NEW BACKSTAGE MEET-AND-GREET

Regardless of a fan’s level of participation in a broadcast, nearly everyone loves being recognized by

his or her favorite musician. “Chris Williams, iHeartRadio’s chief product officer, said that the appeal

of YouNow is that it recreates the radio tradition of having meet-and-greets with artists at scale.” Musicians

should take every opportunity to personalize interactions with broadcast viewers.

“It feels like I’m getting something that non-fans are not getting. Makes me feel appreciated and special.” 

Survey Participant

8. INTEGRATE CALLS-TO-ACTION

When teen pop singer Jacob Sartorius released his newest single on iTunes, he held a YouNow broadcast in which he prompted his fans to buy the track. He tracked

the purchases in real-time and gave live shout-outs to all those supporters. As a result, “Sweatshirt” reached #10 on the iTunes charts that day. We observed this

type of direct call-to-action across several broadcasts, which seemed to efficiently focus the audience as a

single unit. Musicians should look at ways to integrate community actions like this, whether it’s to increase YouNow channel subscribers, vote on their favorite

song, or download a new track.

“Live streaming is a good way to get people interested in the rest of the song/album.” 

Survey Participant

With 93% of consumers being likely to tune in to watch their favorite musician live stream and nearly 80% of surveyed musicians interested in trying live streaming, we expect YouNow to continue its rapid

growth in the music category as its broadcasters expand their on-camera capabilities and fans become increasingly more comfortable with

participating in a real-time interaction.

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