How did the arts industry survive the pandemic with technology?

Get to know how the performing arts industry bucked the trend using marketing tools in developing and sharing music performances and education when challenged by an unprecedented pandemic.

Marketing Technology Tools for Performing Arts

The coronavirus 2019 or COVID-19 pandemic also hit the performing arts industry like other businesses and organizations. Live events were severely affected because people were restricted to leave their homes during the lockdowns in the initial wave of the pandemic in 2020.

So, what are the marketing technology tools performing arts use to recover from the pandemic?

Video Marketing to Promote Performing Arts

Every year (from June to August), the National University of Singapore (NUS) welcomes freshmen through the Student Life Fair, hall activities, orientation camps, and the annual Arts Carnival. The carnival is organised by the university’s Centre For the Arts (CFA) to introduce freshmen to the campus’ arts offerings.

However, everything changed because of the onset of the pandemic, in which social distancing and other safety measures were implemented, cancelling the festival and ceasing live performances. Student artists were prohibited to rehearse together.

Despite the great challenges, the NSU Centre For the Arts did not give up and took advantage of the Internet. CFA, under the leadership of Jobina Tan and support of students, went digital, surprising everyone with exciting online offerings.

Today, student artists rehearse using Zoom and present shows digitally. Marketing technology tools made hybrid performances possible with the help of augmented-reality (AR), online video games, and interactive text presentation.

Social Media Marketing to Find and Promote Creative Talents

More and more artists in the Asia Pacific are turning into social media to showcase their talents. This platform is also a great place to find and promote creative talents.

For instance, SingForSG held a new digital competition through social media in 2020 to help raise money for charity. The entries were based on performance, singing, audience votes, and entertainment value. The top 20 entries performed via Facebook live streaming.

The China Oriental Performing Arts Group (COPAG) also uses social media, like Facebook, to continue showcasing creative talents. Virtual performances during this pandemic include performing stunning dance movements, playing traditional Chinese bamboo flute and combining guzheng and percussion instruments.

Exploring TV Whitespace Marekting Technology

Whitespace refers to undiscovered, untouched, or underserved markets. One example of the whitespace market is the Indie film industry, which can highly benefit from marketing technology tools such as artificial intelligence (AI).

With Netflix artificial intelligence or AI algorithms, film makers can easily find new talents. Jumpcut relies on machine-learning algorithms. They analyse content on social media networks, including Reddit and YouTube. In addition, they promote production value and check commenters’ emotional response, as well as find prospective content creators using AI algorithms.

Jumpcut turns to data and AI to discover new talents and identify business opportunities. The company uses this marketing technology tool to navigate a landscape highly dominated by streamers and demonstrate risky projects. Jumpcut is now developing a TV comedy series with the famous Facebook group called Subtle Asian Traits.

How APAC Use Marketing Technology for Performing Arts

In our interview with Angel Lee, the President and Founding Member of Euroasia Association of Performing Arts, she said, “In the past, many teachers and parents were always looking forward to our annual event which was a great platform for kids to meet and observe their peers. Contrary to other similar competitions, we bring the event to different parts of the country, instead of focusing on the capital. Hence, it was accessible, and also helped the local music industry. However, with the pandemic, we’ve not been able to host any live events, and had to move online. We have not explored that yet, but may try to do so this year.”

The Euroasia Association of Performing Arts was established in 2014 in Malaysia, dedicated to the development and promotion of performing arts in the country. Tunku Zain Al-‘Abidin ibni Tuanku Muhriz is the patron for the organization, regularly supporting their efforts to share and develop music performance and education. He is the second son of the reigning great ruler or Yang di-Pertuan Besar of Negeri Sembilan, Tuanku Muhriz ibni Almarhum Tuanku Munawir and Tuanku Aishah Rohani.

Many musicians in Asia use social media to collaborate with local artists, encourage fans to support startups and small businesses, and become community cheerleaders. Zaran Vachha, the Collective Minds founder said that there’s an exponential growth of the Asian music scene, in which artists are able to create a music output they haven’t done before.


The performing arts industry is trying to revive from the pandemic during the new normal with the help of marketing technology tools. Video marketing, social media marketing, and whitespace marketing are just some of the vast array of tools that non-profit and profit organisations can use to develop, promote, and share music, creative talents, and other forms of entertainment to the world.