Centre For Cultural Value Case Study StreamGM
Culture in Crisis – new report from the Centre for Cultural Value - includes a full case study about us! as part of their major research project into the impacts of Covid-19 on the UK’s cultural and arts sector.
The 15-month study was led by the Centre for Cultural Value, funded by the Arts and Humanities Research Council (AHRC) through the UK Research and Innovation’s (UKRI) rapid response to Covid-19, and undertaken in partnership with the Creative Industries Policy and Evidence Centre (PEC) and The Audience Agency (TAA).
The research is based on over 230 interviews, labour force data from the Office for National Statistics, social media analysis, five waves of a UK population survey (the Cultural Participation Monitor led by The Audience Agency) and an analysis of the cultural ecosystem of Greater Manchester.
StreamGM is described in the 44 page report as ‘one to watch’ as England moves slowly into recovery from the pandemic, and as we experiment more with global digital audiences to showcase Greater Manchester’s vibrant culture and music.
Project summary
The World Health Organisation (WHO) declared Covid-19 a pandemic on 11 March 2020, and the UK Government announced a lockdown on 23 March. All social and public gatherings were banned, non-emergency travel was restricted, schools were closed and people were expected to work from home. The initial three-week lockdown was extended for a further three weeks in April 2020.
United We Stream
In April 2020, the Greater Manchester Combined Authority (GMCA) launched United We Stream GM, a digital cultural and fundraising initiative that streamed live performances of DJs, spoken word artists, classical concerts and theatre throughout the national, regional and local lockdowns of 2020–2021.
United We Stream GM hosted 48 live streams over nine months. These received a combined total of 20 million views and raised £583,000 for creative, cultural and night-time businesses as well as charities
This was made possible through the tireless work and the generosity of cultural practitioners, record labels and venue owners, often offering services at low or no cost.
This, combined with the positioning of United We Stream GM as a fundraising initiative to engage with audiences during a period marked by an immense outpouring of solidarity and charity, enabled the platform to raise over five times as much funding as it cost to develop it .
StreamGM has evolved this ad hoc fundraising initiative into a long-term, sustainable programme of digital culture with a clear place-based identity, as a community interest company.
The study reports: “StreamGM’s core aims are: to support and promote Greater Manchester talent; to connect global audiences with the best of Greater Manchester; to develop digital horizons; to lead and participate in global conversations; and be an ethical and sustainable business.
“Further testing of the model has begun, and StreamGM’s first show, the FLOW talent showcase, took place on 22 April 2021. Since FLOW, StreamGM has produced and hosted five events, including The Untold Orchestra Presents Four Women and Homoelectric at the Manchester International Festival; the UN Convention 2021; a 12-hour set from DJ Graeme Park; and Greater Manchester (Digital) Pride.
“As a local government initiative in partnership with senior figures in the city-region’s creative and night-time economy, the outcome of this new venture (StreamGM), which takes a strong place-brand as the basis for connecting with global audiences digitally, will be one to watch.”
For the full Culture in Crisis report, please click here for the PDF.