No one could have predicted what 2020 has thrown our way, but moving forward we have little excuse to not plan ahead, say Raised in Space's Shara Senderoff and Zach Katz.
COVID-19 caught the music industry with its pants down. Few can argue that. We’ve been driving fans down the same three-lane highway that we built 50 years ago: buy my music, buy my tickets, buy my merch.
And now that much of that highway has been shut down, we’re scrambling. We came out of the coronavirus gate like a sky full of airplanes with no air traffic control, completely canceling each other out (and at times canceling ourselves out).
With little strategy, cadence, creativity and revenue model, especially when it came to virtual shows and live streaming. We saw
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