For Audiences

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 an exciting and equitable future for artists, presenters, and music lovers 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.
Read More

Let us take you there

We’re all stuck at home and we long to return to the theaters, clubs, and cafes where we first discovered the artists that have formed the soundtrack to our lives. Join us at the historic Academy of Music in Northampton, MA - the second oldest opera house in the United States - and experience the show as if you’re sitting in the Third Row.

Be there & be seen

Decorate the living room, get dressed up, turn on the stereo, and enable your camera to “be seen” in the crowd. We bring you into the theater via video conference so the performers can see you clapping, dancing, and and enjoying the show. This approach restores the reciprocal connection between you and your favorite artist who just might call you out by name, emulate your dance moves, or play your favorite song.

Discover something new

For the price of a movie ticket, you and your entire pod can enjoy a beloved artist or discover something entirely new. No need to pay for dinner out, parking, or a babysitter. Our affordable shows mean that you can let curiosity get the better of you and share your favorite music without breaking the bank.

High Production Value

We all have screen fatigue and nobody wants to endure another low-fi livestream with lousy sound. Our shows are designed to be experienced on your home entertainment system. You can still watch on your computer or smartphone, but if you’re hungry for hi-fi audio and HD video, connect your set up for the full sensory experience.