For Artists

Live performance was one of the first casualties of the pandemic and it may be one of the last areas to recover. Third Row is a coalition of presenting organizations from around the globe who are working together to sustain the performing arts during this uncertain time; while also imagining a more equitable future for artists, presenters, and audiences alike.

A Pandemic Pilot

1000 tickets sold, 100K views

On June 19th, 2020, in the midst of a global pandemic, a crew of riggers and technicians gathered at the stage door outside the historic Lincoln Theatre in Washington, DC. This was our first onstage production since the shutdown, and although the red velvet seats would remain empty, we were determined to reconnect the artists with their audience in a pioneering amalgam of internet and broadcast technologies.

Plexiglass panels, flown from the grid to separate the artists, were all but invisible to the six cameras used to capture the show. We installed a series of large screen TV’s in the orchestra pit to create a video wall where we could bring in a remote audience. COVID protocols were negotiated to ensure that the artists and the crew would remain safe throughout the production.

“Juneteenth: A Day of Remembrance” was hosted by Sweet Honey In The Rock, whose powerful live performance was interwoven with the voices of artists and activists who contributed pre-recorded clips or participated in a post-show Q&A. The event served as a fundraiser for the Equal Justice Initiative and concertgoers were invited to participate in one of two ways: they could buy a ticket and “be seen” as part of our interactive audience, or watch anonymously for free on social media.

The event aired live and was immediately removed from social media. It was important to us and to the artists that it exist as a dignified moment in time - a shared ephemeral experience. Too often, artists’ work loses its potency and becomes mere flotsam in the sea of digital media we now consume. A coalition of venues and presenters promoted the event which reached more than 100K viewers on Facebook and YouTube. Perhaps more importantly, we sold out the interactive audience, reaching our 1000 seat capacity days before the show.

From the stage, the performers looked out beyond the lights to see hundreds enthusiastic faces returning their gaze. The audience was digital but fully present; responding by clapping, dancing, and singing along - providing the reciprocal energy that is the lifeblood of live performance.

It was an awakening for us. We began to understand that there is an exciting new world of possibility emerging during this challenging time. Nothing will ever replace the feeling of live performance, but a space is opening that enables us to connect in intimate ways and offers a brighter and more equitable future for artists, presenters, and audiences alike.

We invite you to join us in the exploration.

Dignified Performance

We’re all stuck at home yet we long to set foot in the theaters, clubs, and cafes where we first discovered the artists that form the soundtrack to our lives. While we can’t gather en masse, we can create immersive experiences that transport audiences to these coveted venues and restore the satisfaction that comes with performing on a dignified stage. Step onstage once again, see your audience through the digital curtain, and experience the reciprocal energy of performing on ThirdRow.Live.

High Production Value

Let’s face it: our screens are saturated with celebrity appearances and lavish production design, which sets a high bar for digital content. Our team rises to the challenge by deploying at least six camera angles, pro audio, lighting design, and projection to deliver intimate and engaging experiences. Our technology stack includes HD video, high fidelity audio, and the capability to record in multi-track and ISO for downstream content development.

Truly Interactive

We encourage ticket holders to dress up, mix a drink, turn-up the hi-fi, decorate their living rooms, and enable their cameras so that they can literally “be seen” in the hall. Looking out from the stage, you are greeted by hundreds of eager faces who appear on a video wall at the foot of the stage, allowing you to interact and hear their applause. This approach restores the reciprocal connection between you and the audience, which is the life blood of live performance.

Reach a Global Audience

We have incredible power when we work together as a global arts community, while simultaneously maintaining our individual identities as presenters, venues, and artists. The ThirdRow platform helps nurture your existing fan base while leveraging an international network of presenters to reach new audiences. We believe that this pandemic is bringing about cultural change, and with it new opportunities for artists and audiences to find one another.
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