Photo of Brett Humber by Joey Acott
In early March of this year, Canada went into a protective lockdown as a response to the COVID-19 virus. This work stoppage affected many sectors, some drastically, notably the entertainment industry.
Kingsville’s own, Brett Humber, owner and operator of Sound Foundry Studios had to close his doors for the past few months. “I resumed by trying to make my clients feel safe,” the sound engineer said upon reopening his doors July 7th, 2020. He thinks artists found new and different ways of expressing themselves during the pandemic.
The songwriter’s mission is to articulate that which cannot be articulated. Recording studios like Sound Foundry enable our community to hear the voices of these songwriters. Humber said he feels “fortunate to work with a lot of artistic people and free thinkers” in his field.
When asked how the pandemic has affected some of his clients, Humber believes that the artists have “accepted the challenge” and were “pretty open to ideas and discussion” on the content they wanted to make. However, he admits some artists may have suffered. “Streaming is just not an option if you live in Thunder Bay where there may be some rural internet issues … You’re really not able to do what some people in Toronto can, so I think it depends on geography, finance, and pure will.”
Photo courtesy of the Rockstar Music Hall
Many say, “Where there’s a will, there’s a way,” but has Windsor found its way in this new era?
David Michael, owner and general manager of the Rockstar Music Hall in Windsor, found a way to help artists continue to perform via virtual concerts. Arriving in Windsor out of Los Angeles, Michael is no stranger to delivering quality entertainment. With his background in film production and audio engineering, it was a natural decision for him to continue to use his skills in Windsor-Essex.
Michael didn’t find it too difficult to create the front end. “Deciding on what was a good platform for delivery – that is what took time and research.” After careful consideration, Michael decided to use Zoom as his virtual concert platform for its interactive characteristics.
After positive reception while Ontario was still in Stage 2 of re-opening, the virtual concerts have opened doors for musicians to perform for their fans and generate revenue via the internet.
Photo courtesy of the Rockstar Music Hall
Though music was the initial focus of Rockstar’s innovation, it allowed them to “springboard” into a more corporate market with clients who would like to offer webinars, trade shows, etc. The Rockstar Music Hall recently hosted a telethon-style fundraiser known as Cainer Fest, where all sorts of musicians and acts united on the Zoom platform for their fans to tune in and donate.
Later this month the Rockstar is getting their spook on with “Ghost Mansion Halloween Attraction,” a spin on a haunted house that has dance, theatre and musical performances, offering families a safer trick-or-treating option during these uncertain times.
The time or creativity and ingenuity is now, and the Rockstar is the only local business to offer a Zoom concert experience. Virtual concerts allow performers to view and interact with each virtual audience member who chooses to turn on their webcam. As a former band member himself, Michael reiterates how important it is to promote original material, especially now.
As the future of the industry remains unclear, Michael believes that the price of entertainment will rise. “People are naturally going to have a higher appreciation for somebody opening their doors to them, whereas before the world had this “carefree” attitude … If I walked through some doors, I [was] expecting this or that.”
Photo of Max Marshall image by Julia Hall @dooublevision
Despite this new infrastructure, the struggle remains. Even before the pandemic, streaming platforms were not an effective means of making money. The entire in-person industry of live concerts, music festivals, and entertainment has been put on hold.
Windsor-Essex based musician Max Marshall found himself in the midst of this chaos. “I was playing a guitar festival outside of Québec City and that was going to pay for the trip. So, I got myself to Saint John and got four gigs in,” said Marshall. Shortly thereafter, the pandemic was officially announced.
“The whole tour got cancelled,” he said. “I had over 200 shows booked for the year.”
He felt his long voyage home resembled a zombie apocalypse as the country was shutting down. “My source of income literally shut off like a faucet,” recalled Marshall, referring to it as one of the most frightening experiences he’s had to face.
Marshall affirmed that the pandemic has certainly impacted songwriters. “I just released this tune, and it’s a big dystopian mix of a lot of different feelings that we have,” he said.
“We’re absolutely going to see [the effects of the pandemic] in the core sample of music history. COVID happened at a time when everybody has the ability to broadcast themselves and monetize it in creative ways, and I think that it’s a really exciting time for music … At least, you know, COVID aside.”
The business of writing, recording and performing music has never been easy. Although the added pressure of a pandemic will crush the spirit of many, those remaining may be the diamonds at the crest of Windsor’s Sound.
To learn more:
Check out Max Marshall’s new song here