The Uptake of Live-streaming Technology among Zimbabwean Musicians and their Audiences

The advent of digital technology has resulted in new possibilities in the music industry as concerts are now accessible from any connected location on the globe. In recent years this has been coupled with the COVID-19 crisis that had a catastrophic impact on the music industry that sustains millions of employees such as performers, recording studios, and publishing companies. The purpose of this study was to examine the acceptance of live-streaming technology among Zimbabwean musicians and their audiences during and soon after the pandemic. This was qualitative research in which respondents were purposively selected. Netnography was used in which the study observed the use of live-streaming on digital platforms such as Gateway Stream, YouTube, and Facebook. Interviews were used to collect primary data, which was triangulated with observation and document analysis. Findings reveal that music live-streaming in Zimbabwe has network challenges and artists and fans end up preferring live performances. Collaboration between the music and IT industries can create Zimbabwe-owned platforms and software for affordability, compatibility, and ease of use. The researchers argue that artists should actively embrace technology to grow their fan bases and benefit from online presence. The study also recommends live-streaming physical performances for wider reach. Further research is needed to determine the income and effectiveness of live-streaming platforms.