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As the novel coronavirus known as COVID-19 spread throughout the United States in March of 2020, the live music industry was shaken by temporary closures of venues, cancellation of festivals, and postponements of tours, among other effects. However long and to what extent the damage to the music industry would be, one thing was certain. At some point there would need to be a return to (a possible "new") normal. The Amplify Music virtual conference was one of the first gatherings of musicdoi:10.25101/20.1 fatcat:ze4uti42ovgfhkjza6t5i2usru