Sustaining Innovation: Digital Live Music Models in a Post-COVID-19 Trinidad and Tobago

Abstract

Abstract Joseph (2021) advanced a detailed qualitative portrayal of the impact of the COVID-19 pandemic on the value network of the Trinidad and Tobago (T&T) live music sector. The study culminated by proposing a potential business model for digital live music showcase and monetisation. Supported by a cross-sectional survey with a group of 204 live music fans, this paper pursues an initial quantitative examination of Joseph’s study (2021). It follows-up on select aspects of the sustainability and adoption possibilities of the proposed model. The results outline the customer profiles of online concert fans during the COVID-19 lockdown period in T&T, identifying 25–34-year-old fans as constituting a major audience segment, followed by the 35–45-year-old category. Tertiary education is a defining feature of the audience, who are tech savvy lovers of local music. They thrive in online environments, gaining information from social media, and are familiar with making online purchases using credit cards and alternative payment methods. Expanding on payment technology, the data suggest that there is no statistically significant relationship between the method of payment used for online concerts and spending, making the case for multiple payment options for monetisation of online concerts. Conversely, there is a statistically significant relationship between incorporating augmented reality/virtual reality features as well as on-demand business models, with the majority of fans expressing a willingness to spend on the format.