Since the beginning of the COVID-19 pandemic, there have been many changes that we have experienced due to the new normality. Thus, many of the activities that we used to carry out in person have been quickly migrating to virtuality. Holding a meeting with our co-workers, requesting and attending a medical appointment, are just a few examples.

These changes have also had an influence on companies, this is the particular case of the entertainment sector, which has had to reinvent itself almost completely. As we had already mentioned in other posts, it was one of the most affected by the start of the pandemic, since it depended on holding events with large capacity, which became impossible in the face of the threat of new outbreaks.

However, they have managed to find new strategies to continue surprising the world. Which supports the premise that historically art and culture have always been fundamental engines for change and overcoming the greatest adversities.

In this way, many companies and artists have created new ways to promote their content. From live concerts broadcast on streaming platforms, to concerts in virtual stages designed with virtual or augmented reality, these are some of the most popular strategies.

Next, we will tell you about some artists and groups that have decided to venture into these new stages.

Metallica.

Metallica held a virtual concert with which they sought to raise funds for their non-profit organization All Within My Hands, which is mainly dedicated to the creation of sustainable communities. During the concert, they performed several of their hits, while their fans were projected on the screens surrounding the band.

ALTÍSIMO LIVE.

Through Telemundo’s YouTube and Facebook channels, the Altisimo Live Festival was broadcast, an event whose purpose was to raise funds to help millions of workers of the agricultural sector who were affected by the ravages of the COVID-19 pandemic.

Several world-renowned artists participated in this show, such as: Anitta, Wisin y Yandel, Steve Aoki, Luis Fonsi, J Balvin, among others.

RAUW ALEJANDRO.

Rauw Alejandro performed live in Puerto Rico, as part of the “Quarantine Live Concerts Series” initiative, which included a series of live concerts, which would be broadcast on YouTube. The artist sang the acoustic version of his hit “Tattoo” for the first time, which he dedicated to the only person who physically accompanied him at the event, his mother. The virtual concert already exceeds 3 million views.

ALEJANDRO SANZ AND JUANES.

These two great singers were among the first to join this new trend of broadcasting their songs live on YouTube. The concert was held on March 15, 2020 and was well received by fans. The repertoire included some of his hits such as: “Es por ti”, “Mi Persona Favorita”, “Corazón partío” and “Para tu amor”, among others.

Millions of people joined this live that had the collaboration of Julio Reyes Copello, Gonzalo Rubalcaba and Guillermo Vadalá.

CHRIS MARTIN.

The leader of Coldplay performed a 30-minute live concert through his Instagram account with the hashtag #TogetherAtHome.

MAJOR LAZER.

The group made up of Diplo, Walshy Fire and Ape Drums, was one of the first to bet for virtual reality in the realization of an event. In their proposal they managed to improve the interaction with their fans. Additionally, they recreated their performance art using VR technology.

GORILLAZ.

Without a doubt, few projects have the conditions to adapt in such a perfect way with the new formats as: Gorillaz. And it was precisely the release of his album Song Machine, the perfect excuse to make a great visual production in an unprecedented live performance, with collaborations such as those of Robert Smith, Peter Hook and even Elton John. The presentation included augmented reality techniques.

TRAVIS SCOTT.

Unlike the virtual concert held by the group Marshmello in 2019, the presentation of the American rapper Travis Scott took the experience of an online event to another level, providing attendees (gamers and music lovers) with an experience that broke with the barriers of traditional scenarios. It is estimated that this event managed to raise more than 20 million dollars.

DUA LIPA.

Without a doubt, Dua Lipa was one of the artists who had to overcome the impasses of the pandemic, having to promote her album during this complex season. However, with the support of a great team and after several digital events, they managed to hold a great closing event in which other artists such as Kylie Minogue and Bad Bunny also participated. In this way, they managed to gather more than 5 million fans around the world.

There is no doubt that this new trend will continue to grow, even after the pandemic, since it has managed to develop a high degree of innovation that quickly connects with a society that is increasingly used to the digital environment, which is looking for new, more immersive experiences.