Digitalisation — Seriously, is that it?
How music can be created, shared and loved in a digital age
The pandemic showed us how technology can help us keep in touch with friends and family, how we can order stuff online, and how we can binge watch endless series on Netflix.
But it also showed us that, generally speaking, concerts on Zoom are like a replacement bus service. They get you there, but they’re not the same thing.
You can’t practice with somebody else on Zoom, and you’ll never be able to. Blame physics.
Most codecs for encrypting audio and video sacrifice quality for latency — i.e. it’s better to hear me in real-time as my lips are moving than to hear me in better quality but non-synchronised.
Screens are — compared to clubs, bars, churches, concert halls, theatres and opera houses — really really small. Loudspeakers likewise.
But there is good news.
Technology lets us communicate about music much more easily, faster and cheaper. Any of you can set up a free website, a Facebook page, invite friends to an event, record it and put it online. That was simply not available when I was studying.
So my message here is don’t buy into the myth that digital technology will ever replace the emotional, direct, magical experience that is a live musical performance, but use the technology to communicate about those performances.
A simple example here is the replacing of physical audio recording products, CDs etc, with streaming services.
Technically yes, you’re getting the full product, in the sense that you’re getting an excellent copy of the recording.
But what you’re not getting is the souvenir, the collectability, the “ownership”.
Souvenirs and collections are not just something for castles or model railways, they are part of how we build memories and nurture emotions. We simply cannot live without these connections.
Often, you’ll hear a song and remember where you were or who you were with when you first heard it. The physical copy is a helpful reminder of those emotions. Don’t underestimate them.
Music needs to be celebrated. Your audience needs to be nurtured. Give them something to keep. It could be a programme booklet, but make it nice. Or make it something completely different. The more you communicate around the music, the more you will help people strengthen their relationship with the artistic “product” that you are presenting. Here, digital technology can be a huge support. I just don’t think we’re there yet.
Your relationship with your audience shouldn’t begin when the music starts or finish when the music stops. It’s your job to make sure of that. Because that will be very very rewarding for you.
My suggestion to you is to use digital technology as much as you can to nurture your relationship with your audience, but don’t pretend that digital technology can replace the physical temporal experience of a live performance (even if that performance itself contains and uses digital technology).
About me
I help people communicate in an online world. Some of my best work has been for music companies, publishers and non-profit organisations.
Hear more about how I work and get in touch at jonathanirons.com.
