Local music changes tune during pandemic

Musicians and music producers in Windsor and Essex County are using technology and merchandising to continue amidst the COVID-19 pandemic.  

As the Canadian Independent Music Association reports $233 million in lost revenue as of December 2020, it has led those in music to adjust their approach. 

Josh and Katie Pascoe make up Kingsville-based country duo Fresh Breath. Before COVID-19, 2020 had much in store for the artists. 

“We had a big year planned, ramped up with touring. We were going to go out to Western Canada and all the way to British Columbia and back,” said Katie Pascoe.

A major adaption the band took is virtual performances. Live–streamed concert listings on tour promotion website Bandsintown rose from 1.9 per cent to 40.7 per cent from June to November 2020.

Josh Pascoe said fellow local musicians like Sarah Smith helped them early in the pandemic.  

“In the beginning, we talked back and forth with her and a few other artists too about how to do these live shows on the internet and make them actually sound good,” Josh Pascoe said. 

Working virtually is also helping Brett Humber, a Kingsville-based record producer at Sound Foundry Studios. He said teleconferencing helps him continue producing for musicians. 

“We were able to do a lot of things using Zoom and other videoconferencing type things where people could play parts, exchange ideas, files and demos could be sent,” Humber said. 

More musicians are going digital to collaborate. One example is a team of 40 student musicians at a Michigan music school remotely creating and releasing an album.

Brett Humber also said the pandemic is inspiring musicians to earn money beyond music. 

“We’ve seen merchandising improve, some guys are like ‘Oh, let’s make shirts, let’s use stickers, let’s do a contest,’” he said.

Katie and Josh Pascoe have explored new options like selling rolling trays and paintings at freshbreathband.com 

Merchandise is also used to help raise funds for relief efforts like the MusiCares COVID-19 Relief Fund.

Those working in music have found ways to play on through technology and creativity.