One particular artist to take full advantage of this is LA-based producer and label head George Clanton. It is a service that promotes creator/consumer interaction, audience engagement and integrated discussion in a manner wholly unique to itself, making it an obvious choice for creatives looking to pivot to a digital platform while the world was shuttered. Although Twitch was already popular in the gaming community pre-2020, the service exploded with an influx of new users in the wake of the pandemic, recording a whopping 45 percent growth between March and May 2020. One beneficiary of this new digital boom was Amazon-owned, monetizable video streaming service Twitch. As the shock of border closures, venue shutdowns and gathering restrictions were cemented into our collective conscience, it became increasingly apparent that creatives would need to delve deeper into online spaces in order to get by. Spirit Level’s Tim Shiel and Nirmala Shome spoke to George and special guest Negative Gemini in 2020.Īs COVID-19 set in over the early months of 2020, it quickly became clear that the livelihood of artists would be drastically altered. One of those was George Clanton, whose creative approach to music and community has taken 100% Electronica from a vaporwave brand to a bona fide global community of highly engaged and interactive music fans. In a swirling cocktail of metaverse hype and COVID-prompted pivots to new revenue sources, the music industry has been playing catch-up, trying to get its head around how to utilise and monetise a phenomenon that gamers, influencers, and savvy artists have been exploring already for many years: live video streaming.Ī lot of artists and brands dipped their toes in into services like Twitch, with the extra time on their hands afforded by lockdowns and cancelled tours, but it was the ones who were already innovating in the space, and already curious about its potential, that got the most out of it and who remain there as the world switches (hopefully?) back out of its screen-obsessed reverie. It does not store any personal data.George Clanton on how 100% Electronica used live streaming to build a real music community The cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. The cookie is used to store the user consent for the cookies in the category "Performance". This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other. The cookies is used to store the user consent for the cookies in the category "Necessary". The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional". The cookie is used to store the user consent for the cookies in the category "Analytics". These cookies ensure basic functionalities and security features of the website, anonymously. Necessary cookies are absolutely essential for the website to function properly.
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