With widespread event cancellations due to COVID-19 restrictions, performing artists have taken to the web to connect with audiences and live stream performances in lieu of in-person concerts. The Facebook Live experience has risen to the top of live streaming options for musicians because it is easy, accessible, and is the platform that artists have developed the largest following on Facebook.
Facebook’s recent announcement of updates to their music guideline policy seems to be yet another hurdle for musicians. The social media platforms’ updated Music Guidelines effective October 1, 2020 include terms that appear to prevent ANY live music videos:
“You may not use videos on our Products to create a music listening experience
Facebook.com/legal/music_guidelines
“We want you to be able to enjoy videos posted by family and friends. However, if you use videos on our Products to create a music listening experience for yourself or for others, your videos will be blocked and your page, profile or group may be deleted. This includes Live.”
The key term here is “music listening experience”, which provides a vague area of uncertainty for performers looking to livestream. Facebook’s guidelines for including music in videos provides clarification and stress relief for musicians looking to livestream performances or share content on the platform. The guidelines indicate:
“There are limitations around the amount of recorded music that can be included in Live broadcasts or videos…
– Music in stories and traditional live music performances (e.g., filming an artist or band performing live) are permitted.
– The greater the number of full-length recorded tracks in a video, the more likely it may be limited.
– There should always be a visual component to your video, recorded audio should not be the primary purpose of the video.
facebook.com/facebookmedia/blog/updates-and-guidelines-for-including-music-in-video
This third point is the most important. Facebook isn’t cracking down on music performances, but rather on videos with music that DO NOT have a video. So, no more videos of a static image with sound. Grab your camera and get recording moving video, it is much more engaging for audiences anyway!
If this Facebook confusion has you looking for a new streaming platform, don’t despair! There are plenty of other great ways to share your performances with audiences, and in fact, these platforms can provide great connections to new and wider audiences.
There are plenty of factors to keep in mind while looking for the ideal streaming platform including: Budget, Security, Bandwidth Restrictions, Technical Support, Ticketing/Monetization, Frequency of Livestream Videos, Length of Livestream Videos, Mobile Compatibility, and even Video Quality. Some platforms are better for shorter marketing videos, some are better for engaging new or diverse audiences, some are great for building a subscriber base, and some are fantastic for streaming full shows…there is no single platform that will work for every band or for every organization, but below we have selected a few to look into:
YouTube Live (Free)
YouTube (owned by Google) and is the leading platform for video content. Pros: YouTube is a designed as a platform for uploading video content, and YouTube Live extends the video options so users can share additional live content with their subscribers. Social integrations are seamless, and many bands are already using this platform to connect with audiences. There are options to attract advertisers when your content gains in popularity but not for audiences to pay you directly. Cons: While embedding videos on external sites is seamless, YouTube does not allow live embedding, and is not Ad-free. There is also limited tech support if you run into trouble.
Twitch (Free)
Twitch (owned by Amazon) is a live streaming app that originally focused on video game live streaming but has now expanded into other genres including music. Pros: The platform offers ad-free live streamed performances or video on demand. Social integrations are powerful and the platform offers live embedding options for website integration. Monetization is built into the site, your audience can pay you in subscriptions or “bit” (tips), and as your content gains in popularity, you can attract sponsors and advertisers. With established music communities, you can easily reach new fans. Cons: Due to the focus of the platform, it is ideal for younger viewers. Twitch does not have the great analytics offered by other platforms. Video quality is not controllable by the viewer or streamer (so audiences with poor internet may struggle).
IGTV & Instagram Live (Free)
IGTV and Instagram Live are features of the Instagram app that allow streaming video and real time engagement. Instagram is owed by Facebook… so we will have to wait and see if they update their music policy as well!. Pros: IGTV is now a separate app (CON) and allows video longer (up to 10 minutes), the limit on the regular Instagram app is 60 seconds. IGTV videos are permanent content, whereas Instagram Live only lasts for 24 hours. Cons: Instagram Live only last for 24 hours. Instagram is not optimized for desktop and is much better on mobile. Audience members who do not have an instagram account will have trouble accessing the content. These 2 apps are much better for promotional and marketing content and are not ideal for full show streams.
Periscope (Free)
Periscope (owned by Twitter) was designed as a platform for realtime impromptu live streaming. Pros: Subscribers are notified when you go live and connect in real time with you. No limit to video length. Social integration with twitter, viewers can invite friends to watch. Cons: Videos only stay on the site for 24 hours and there are no options for monetization or subscription viewing. All videos are public. No technical support available.
Patreon (5-12% of your monthly Patreon income)
Patreon is a site for creatives to monetize their connections with audiences. Artists create member-only content and bonuses for members, who pay a monthly subscription. Pros: The site is already set up for monetization of content, social integrations are plentiful, and audience members are committed. Live streaming is possible on the site through Crowdcast (starting at $20/month). Cons: It is difficult to capture casual audience members. You are committed to producing regular monthly content for your subscribers. Patreon is not free, and there are additional costs for live streaming through Crowdcast.
Other Paid Platforms to explore
There are plenty of paid platforms geared towards business/event live streaming, Crowdcast (starting at $20/month), DaCast (starting at $21+/month), Vimeo (starting at $95+/month for membership with live streaming features), Wowza ($149/month), Brightcove (contact for pricing), Kaltura (contact for pricing, 30 day free trial), Mux (contact for pricing, price based on live encoding, storage, and streaming views). While these paid platforms might make sense for a venue or organization presenting frequent concerts, for individual artists or bands these might not be the most economical choice.