Music in Motion: Side Door's Pandemic Transition

The business model of Side Door Access Inc. (Side Door), a Canadian start-up co-founded in Halifax, Nova Scotia, 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 to perform in unconventional spaces and negotiate directly with hosts regarding performance fees, with Side Door taking a modest commission. As the COVID-19 pandemic emerged in early 2020, Side Door had to adapt to achieve continued growth. The chief executive officer 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 her to weigh the potential impacts on Side Door’s mission, artist relations, audience engagement, and long-term strategy.

This case fits well in courses at the undergraduate and MBA level, specifically those covering aspects of strategy and digital transformation. It explores the significant challenges and strategic decisions faced by a Canadian music industry start-up whose business model was threatened by constraints on live performances resulting from the COVID-19 pandemic. It highlights the determination of the chief executive officer to sustain the company’s commitment to empowering artists and meaningfully connecting them with audiences despite the drastic shift in the operational landscape caused by the pandemic. It also touches on the broader implications of the pandemic for the live music industry and the need for innovation and flexibility in the face of significant disruptions. After working through the case and assignment questions, students will be able to do the following:<ul><li>Adaptation to disruption: Explain how businesses can adapt to unforeseen disruptions, such as a global pandemic, by pivoting their business models and operations while maintaining core values and mission.</li><li>Digital transformation: Outline the steps involved in digital transformation—specifically for live performance–based businesses transitioning to digital platforms to continue operations when traditional venues become untenable.</li><li>Strategic decision-making: Analyze the process of making strategic decisions in a crisis, including evaluating alternatives, considering short-term versus long-term implications, and making choices under uncertainty.</li></ul>

• Music industry, COVID-19, adaptation