For tl;dr crowd, skip to the very bottom under "In Summary"
I think I should start with acknowledging the following: I have the privilege to have a job right now. I recognize that anything I recommend or wax poetic on will not help the majority of Americans with the very scary scenarios we are witnessing playing out over the news these days. That being said, I have had a unique role in these last 40+ days of shelter-in-place and can offer guidance in this particular arena. I am a Bay Area video producer and digital content creator. I have over 10 years industry experience in the performing arts; I have run sound boards and designed digital content since I was a teenager. I understand why people still choose to go out to a concert or a live play, even in the age of Netflix. That being said, because we are in the age of Netflix, the live arts have to be that much better, that much sharper, to keep our audiences engaged. And we are now faced with a true crisis, both for the safety of our citizenry, and the longevity of the live entertainment industries.
In response to this crisis, I have had the privilege of producing live theater productions as streamed films that gave our audiences an opportunity to experience shows remotely. I've also had the privilege of speaking with some of the top executive producers around the country. As content producers, we all have something in common: we're all being asked to make what was once only an in-person affair purely digital—and most importantly to do it all remotely. It is an extraordinary time. Nationally, we are now discussing what it means to make content accessible in ways that I would imagine differently-abled folks have been asking for for years. I think there might be some deserved eye-rolls from that community over our scrambling now.
Who Should Read This Article
This article is aimed at those who have a business / are seeking to amplify their business through video content, but have no background in digital content. For those of you who work in video, most of my advice will likely be a reminder of the things you already know. That being said, I am just coming off the heels of a successful fully produced live streamed fundraiser, and I've learned a lot of specific do's and don'ts I wouldn't have realized until after this experience.
So, Here is My Advice to those Who Want a Live Video But Don't Make Videos Themselves
For those of you who don't work in digital content, but are desperate for your show, your lecture, your fundraiser, your graduation ceremony, your conference—whatever to go off without a hitch: we hear you. We understand the urgency. Your no. 1 priority is to your patrons, your students, your staff, etc. Your relevance as a business is dependent on being accessible right now.
We know what you want. So how do we do that? Here are my tips.
1. Understand Where Technology is Actually at, THEN Get Creative
You know the saying: don't squash ideas, say yes and, be bold, ideate—be innovative. And effectively what I'm telling you is you will only waste your time and your staff's time coming up with ideas or brainstorming when you don't know the lay of the technical land.
Before planning any new digitally-based event, ask your digital team to do research. If you don't have a team, reach out to folks who live stream for a living—dig deep into understanding what is and isn't possible. Then actually listen to the advice you are given.
I'm not saying don't brainstorm on how to make your live fundraiser work on Zoom. What I am saying is actually listen to where the technology is right now—and learn who has the UI that will help you / your team navigate live streaming for the first time. The first speed bump I hit with my team was to dispel a wide array of assumptions: I had to be the one to break it to them that even though we have webcams on our laptops, we do not wield the same power as a tv production studio. And no, we cannot have a group of people sing in real time with each other over Zoom; there's this annoying issue of delay and noise-cancellation we now have to contend with on most streaming platforms. It's a brave new world.
This was hard to sink in. I think most of us didn't realize that technology isn't as ahead of its time as we are all constantly told is is. While Facetime and Google Hangouts exist, there is a reason why those are patented products that happen to also be produced by the two top tech companies in the world: having video be sent out and received live means that data needs to be processed incredibly fast to be sent back out to its viewers again. It is not so simple as a phone call. Comparing a phone call to a Facetime call is like comparing a gif to a feature length film. Having multiple streams coming and going between each other, and in real time, is an incredible amount of data to process instantaneously. As hard as it is to believe, even though your iPhone has Facetime, you might notice that you cannot then also send your Facetime conversation up onto Youtube live for others to see. There is not a universal plug-in or button that we can all push to make whatever you want, or whomever you want, streamed live to anywhere you want. We just aren't there, yet. We are still at the forefront of these kinds of technologies. Edited to add: yes, you can send a Zoom meeting up onto Youtube. But, what if you don't want to use Zoom? Why isn't there a way to simulcast to any platform you want from any platform? Many of these platforms benefit from you staying on their platform only, and that is part of the problem; you will find some don't play as nice with others or they do not have the features you're used to using with others.
Additionally, from a UX / storytelling perspective: stop and think about your audience's experience. It is absolutely awkward to watch something that was clearly only intended to be live forced into a Zoom meeting. Zoom meetings are already weird. Don't make them weirder. Stop trying to make the exact same event you had planned now exist on a digital platform. Create events that are instead intended for this new digital-only world.
If you were planning a 400+ person event and now you're faced with the ugly reality of a Zoomed Gala, rethink how that event should be reincarnated—maybe it's mini cocktail hours with a local mixologist to show handfuls of your donors how to make a new and interesting drink, while an auctioneer calls out paddle raises. Maybe it's an ASK ME ANYTHING with a local celebrity. Maybe it's a musician doing a solo "sold-out" show projected out while audience members can chat / upload their reactions in real time.
I don't know what you need specifically for your company, but I can guarantee it will only help to learn whether or not your Zoom account level has a limit of 30 minutes, if your Youtube account qualifies for monetization (and thus a donation button), or if your level of Vimeo actually comes with access to live streaming and simulcasting.
2. Whatever Wifi Your Guest Has is Now What Will Make or Break Your Event
We've never been so vulnerable to user error or poor signal before. The thing that I found the most fascinating in talking to other executive producers and content creators is this: all of them said when it comes to entertainment and fundraising events, you should avoid actual live streaming. Just avoid it. Pre-tape everything possible, and then upload that video to play "live" over one of the many streaming platforms available, using something like Facebook Premiere. Here's why.
You're Only as Good as Your Worst Signal
First off, we've all become accustomed to being free of the ethernet cable. Remember those? The best way to guarantee good signal, beyond buying faster internet, is to be hard-lined into a router. Even faster Wifi is likely to get disrupted now and then; you need to be connected by cable for uninterrupted signal. But, it is likely folks will not have a laptop that can connect directly.
Now most laptops don't even come with an ethernet port. And it didn't matter before the crisis because even if your office or home internet was out, you could always pop down to a local coffee shop for signal. Except now no one can go to a coffee shop.
So what we have is a problem that is two-fold: we are almost entirely dependent on people's personal laptops/smart phones, and their personal wifi. This is why you should pre-tape everything.
As a comparison, back in normal times when speakers appeared on live tv remotely, those folks were likely still brought into a remote studio, or recorded on cameras that had high powered signal hard-lined to patch them into a studio network in New York or LA. And even then, there is often a delay, and sometimes news anchors would lose their guests. The dreaded, "Did we lose them?" is something we've all heard, right?
This advice isn't news to folks who have already been creating digital content post shelter-in-place. I have witnessed a lot of people slyly doing exactly this, whilst trying to cover it up with the dressings of making it look live—aka, the recent Seder fest with Jason Alexander, Dua Lipa's performance on The Late Late Show with James Corden, and of course the cast of Hamilton's performance on Some Good News.
I think most folks would pick up that some parts of these were likely edited, but to be clear: these were absolutely 100% pre-recorded and meticulously put together by people like me all before it was made public.
But, you might say, I watched the hosts talking live on tv—it was live, I swear! Perhaps. Perhaps the hosts are being streamed live, but when they go to "chat" with their friend Dua Lipa over Zoom, and she "invites" her musicians and dancers into the chat, that's where you can bet anything that was live has now ended and someone has pressed play on a piece of pre-made content.
If you don't work in video, and even more important, do not have a production team who does have video streaming experience, and you are still asking "But can't we . . . ?" Nope. Here's why not.
If Famous People Who Own Production Companies Can't Guarantee Good Signal Neither Can You
We've seen what happens when we are left to be dependent on personal remote setups in real time. Or to copyright not being cleared before going live with a song. Or to hardware failing to connect. Stephen Colbert's interview with Daniel Radcliffe is a great example of a technical snaffu happening live. While it is still entertaining to watch these particular "failures"—remember these people are professional entertainers, which means they, more than the average person, can still entertain you even when things go wrong—I think we're all aware that our Online Only Audiences will grow fatigued over time. They will not find it so cute come this Fall when yet again someone's mic is not connected or the show has had a massive delay.
BUT YOU MUST HAVE THE LIVE STREAM THING
If you must, here is my advice: pre-tape as much as possible as you can and limit exactly what it is you want live to a very narrow world that you can test and tech (I use that term in the theater-y-way, not a Silicon Valley way). You must be able to rehearse switching between the worlds of live and not-live over and over again.
And that is exactly what we did. You can see our live streamed fundraiser here.
I am proud to say because of our production team, we had an incredibly smooth event. I challenge you to guess which pieces were live and which were pre-recorded. We even planned the lighting at times to match the actual lighting we would have during the event. The role I played in this event primarily consisted of making a lot of the pre-taped content, and stewarding many conversations between production challenges and our administrator's goals with the event. I was also the backup Board Operator should things go wrong.
3. Practice Streaming (Privately)—Know Your Weak Points in Advance
Now, of course, there was one moment in our show when things got a little scary for us: and guess where the problem was? One of the live moments, of course. Someone gave $1,000 (hurray) and our host pulled their name out of a hat to celebrate them and give them a shout out. We took a break to a music video to call that donor and to pull them in live to our stream for a personal thank you—a special unannounced treat for our audience to enjoy—this was all part of the plan. However, the donor didn't pick up their phone.
That was it. That was the big uh-oh moment of the night. So, we took some time (around 30 seconds) beyond the pre-taped music video we had as a fail-safe, held the live stream view on a frame saying something like "and next up...", and connected a second donor who also gave $1,000 and they did pick up their phone. Once that was done by our first PA, and communicated to our Board Op and SM, we communicated it back to the second PA who gave our host a countdown of when we'd go live with his live guest. Once everyone was on the same page, we successfully lifted that held frame and went to the two live video feeds together at once.
This is why you need to actually practice a full run-through of tech. You need to know who does what when things go wrong because things like this will happen.
As someone who has worked in live theater for over a decade, I want to make it clear: live streaming is not the same as a fully-rehearsed and honed theater production, where you are (mostly) in full control of each sound, light, and choreo cue. Contrary to the stereotype of theater people being aloof or artistically estranged from reality, theater production/technical people are some of the sharpest people I've ever met. They think of how everything could go wrong and then put redundancies in place. These are the people who tape down the loose cables backstage so when the actors are moving in a blackout they won't trip and bang their head on a set piece. If you know a theater production person, I can pretty much guarantee that they will be the kind of person who not only plans for s*** hitting the fan, but also stays calm under that pressure when it does.
4. If You're Going Live At All You Need a Production Team—Not Person—a Team
This piece of advice clearly is only helpful to those who can afford the staffing. But, if you are able, anticipate that you don't just need someone with a laptop to play host—you need an entire crew of folks to make that person look good.
This was our technical team for our live event:
A live stream Board Operator
A Stage Manager
A PA dedicated to being the go-between the host of the show and the production team
A PA dedicated to contacting outside guests
An events staff member keeping track of the night's programming
One, if not two people, running our social media feeds
A backup Board Operator with the full-show pre-loaded onto their computer, in case of massive technical failure
We were all connected over Discord during the event, most of us on mute, while listening in to each cue being called between SM, Board Op, and PA who visually signaled to our host when he was going live.
This Should be a Bat Signal to Developers Everywhere to Invent the Next Major IPO That Makes Live Streaming Better
Where we are at technologically will change. I can imagine the dev team at Zoom alone is working double, if not triple time right now to find ways to improve their products.
And eventually, maybe not this year (I think we can all agree that the year 2020 is being written off as a huge pause button on life) streaming will become one of many options for connecting to audiences once more, and not the only method we have.
But, for techie entrepreneurs now is the time to create the next Uber: here is a huge vacuum of need waiting to be filled. Find a way to encode faster, better, slicker. Build the next brilliant codec. Make streaming so easy anyone can do it and we never have to suffer through celebrities fumbling for the mute button again.
In Summary:
Find out what your technology can do for you
Hardwire your signal
Pre-tape, pre-tape, pre-tape
Practice your show, even if it's mostly pre-taped
Make sure you have a team handling the production
And last,
For Those of You Curious, This is What Our Technical Setup Was
(See our team roles summary above.)
First, I made sure our Youtube account had live stream enabled; this can take up to 24 hours so make sure this is done well in advance of your event. This is the equivalent of the pre-heat instruction on a cooking recipe. Do this first, else you'll regret it later.
Second, we did not live stream solely using Youtube. We have Vimeo Premium, and for our live stream we used the third-party application provided through our membership, Livestream Studio. Livestream Studio allows you to simulcast to multiple platforms and pull in up to 5 guests at a time from remote streamed locations; it also creates a digital "waiting room" for guests to be held until your Board Operator chooses to bring them into the actual live feed. Vimeo had the foresight to acquire Livestream in 2017, which had already spent years developing a truly user-friendly digital live stream board. Its UI is what drew us to it. It's sort of the more amped up version of OBS, which is what a lot of Youtubers use to stream themselves. StreamYard is also a very popular choice, which I believe allows you to have up to 10 people in the digital "waiting room" at one time. But, be warned: if you hand remote guests a link to join a feed, they will all want to immediately log in. And if you have a number of guests over that limit, you will have to boot someone out in order to bring someone new in. That happened to us during one of our many pre-recorded sessions; I got booted but our guests didn't.
Additionally, we used the gaming comms app Discord. Our Board Operator had the foresight to get our entire tech team hooked up on Discord so we could both watch his operating the board (he shared his screen), and be able to talk/msg each other in real-time as it was happening. Discord is similar to Slack but allows for multiple forms of audio-communications; imagine an incredibly nimble, high-powered conference call software, that allows you to mute and deafen individual feeds, share screens, video chat, and host multiple chat channels (with gifs and emojis) all in real time.
We connected our Livestream Studio app to our Vimeo account, sent that Livestream Studio feed to a live event we switched on in Vimeo, and from there sent that live event to Youtube Live and Facebook Live using the simulcast feature that Vimeo provides. Sounds simple, right? Maybe not. But, I will say Vimeo and Livestream both make using their programs incredibly accessible to anyone willing to learn.
Good luck. You can do this, and better yet, you can choose to do this in a way that has redundancies, is humble, and can still be quite effective. I mean, if Sondheim's people can't get a live stream to work correctly, you shouldn't feel bad you can't, either. Just don't do what they did.