BEYOND THE BACK ROW

Lessons from Covid-19 reveal new possibilities—and a future—for streamed events.

McCarthy, a former CEO of Goldstar and current CEO of the hybrid live-event platform Stellar, dramatically frames live entertainment as operating under a “Business Model of the Damned” that is hamstrung by the limitations of capacity and stuck with “high fixed costs and low variable costs.” When Covid-19 hit in 2020, livestreaming was how plays, operas, musicals, etc., reached housebound audiences, and this new approach to the stage seems not only poised to stay, but to become the future of live entertainment. Livestreaming offers: a solution to the problems of limited space and seating, new ways to stage events, cost-cutting tools, show-development opportunities, and a chance to expand audiences. McCarthy describes the technology behind livestreaming and explains how hybrid events (which have both an in-person audience and an online component) work for various types of productions. Quick to dispel the notion of streaming events as merely “Zoom events,” the author shows how, with the proper planning, a good internet connection, and an eye toward production values specifically for the screen, one can offer hybrid or livestream events for any venue. McCarthy was on the ground in the industry as Covid hit, and he brings enthusiasm and experience to his book (“With online events, you’re looking for a customer that’s more enthusiastic about the content itself. A good cocktail and a summer night don’t sell tickets to online shows. That’s how you draw casual fans to in-person events, but it doesn’t work for online events”). The guide lays out its most important points in clear, bulleted lists, and the outlines, budgets, and examples scale to events of all sizes.

An approachable, informed introduction to improving online events.