MUSIC IN MOTION: SIDE DOOR'S PANDEMIC TRANSITION
CASE STUDY SOLUTION
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SYNOPSIS
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The business model of Side Door Access Inc. (Side Door), a Canadian start-up co-founded in Halifax, Nova
Scotia, by entrepreneur Laura Simpson and musician Dan Mangan in 2017, was based on facilitating live
music performances in intimate, non-traditional venues like living rooms, art galleries, and bookstores,
enabling direct connections between artists and audiences. The platform provided artists with opportunities
n
to perform in unconventional spaces and negotiate directly with hosts regarding performance fees, with
Side Door taking a modest commission.
tio
As the COVID-19 pandemic emerged in early 2020, Side Door confronted unprecedented challenges. The
restrictions on social gatherings and public health concerns about virus transmission threatened the very
lu
core of Side Door’s business model, which relied on close, physical interactions between artists and
audiences. With live performances in physical spaces becoming untenable, Simpson pondered the
So
feasibility and implications of pivoting to online concerts and events. This consideration raised multiple
questions about how to maintain the intimacy and connection of live performances and engage audiences,
ensure technological accessibility for artists and audiences, accommodate legal issues around copyright and
licensing, and secure the financial sustainability of online events.
Simpson considered various adaptations, including partnering with platforms such as Zoom and Twitch to
facilitate virtual concerts; exploring different revenue models like pay-what-you-can and subscriptions for
exclusive content; and diversifying offerings with workshops, masterclasses, and panel discussions. Each
option presented its own set of challenges and opportunities and required Simpson to weigh the potential
impacts on Side Door’s mission, artist relations, audience engagement, and long-term strategy.
The Case Solution Starts From page 4
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ASSIGNMENT QUESTIONS
1. Identify the major challenges Side Door faced in transitioning to online concerts and events.
2. Discuss the solutions proposed by Laura Simpson and their potential impacts on artists, audiences, and
the company’s revenue model.
3. How should Simpson proceed?
The Case Solution Starts From page 4
, ANALYSIS
1. Identify the major challenges Side Door faced in transitioning to online concerts and events.
e
Before delving into the challenges, it’s essential to understand Side Door’s pre-pandemic business model,
pl
which provided a unique value proposition in the live music industry.
m
Sa
Identifying Major Challenges
Side Door faced several major challenges at the onset of the pandemic, which were based on its pre-
pandemic value proposition, business model, and competitive advantages:
n
tio
Unique Value Proposition
lu
Side Door specialized in creating intimate live music experiences by connecting artists with unconventional
So
The Case Solution Starts From page 4
CASE STUDY SOLUTION
e
pl
SYNOPSIS
m
Sa
The business model of Side Door Access Inc. (Side Door), a Canadian start-up co-founded in Halifax, Nova
Scotia, by entrepreneur Laura Simpson and musician Dan Mangan in 2017, was based on facilitating live
music performances in intimate, non-traditional venues like living rooms, art galleries, and bookstores,
enabling direct connections between artists and audiences. The platform provided artists with opportunities
n
to perform in unconventional spaces and negotiate directly with hosts regarding performance fees, with
Side Door taking a modest commission.
tio
As the COVID-19 pandemic emerged in early 2020, Side Door confronted unprecedented challenges. The
restrictions on social gatherings and public health concerns about virus transmission threatened the very
lu
core of Side Door’s business model, which relied on close, physical interactions between artists and
audiences. With live performances in physical spaces becoming untenable, Simpson pondered the
So
feasibility and implications of pivoting to online concerts and events. This consideration raised multiple
questions about how to maintain the intimacy and connection of live performances and engage audiences,
ensure technological accessibility for artists and audiences, accommodate legal issues around copyright and
licensing, and secure the financial sustainability of online events.
Simpson considered various adaptations, including partnering with platforms such as Zoom and Twitch to
facilitate virtual concerts; exploring different revenue models like pay-what-you-can and subscriptions for
exclusive content; and diversifying offerings with workshops, masterclasses, and panel discussions. Each
option presented its own set of challenges and opportunities and required Simpson to weigh the potential
impacts on Side Door’s mission, artist relations, audience engagement, and long-term strategy.
The Case Solution Starts From page 4
, e
pl
m
Sa
n
tio
lu
So
ASSIGNMENT QUESTIONS
1. Identify the major challenges Side Door faced in transitioning to online concerts and events.
2. Discuss the solutions proposed by Laura Simpson and their potential impacts on artists, audiences, and
the company’s revenue model.
3. How should Simpson proceed?
The Case Solution Starts From page 4
, ANALYSIS
1. Identify the major challenges Side Door faced in transitioning to online concerts and events.
e
Before delving into the challenges, it’s essential to understand Side Door’s pre-pandemic business model,
pl
which provided a unique value proposition in the live music industry.
m
Sa
Identifying Major Challenges
Side Door faced several major challenges at the onset of the pandemic, which were based on its pre-
pandemic value proposition, business model, and competitive advantages:
n
tio
Unique Value Proposition
lu
Side Door specialized in creating intimate live music experiences by connecting artists with unconventional
So
The Case Solution Starts From page 4
