Last weekend, three online concerts took place on three different stages at the same time, which made the dull weekend a very lively one.
that day,King Jay Chou held his first online concert on Kuaishou, while Luhan, a merchant, held his first concert in nearly four years on the Tencent TME platform.Not to be too happy, Douyin invited Tengger, who has an extremely strong personal style, to sing with enthusiasm. The Weibo hot search list that day was directly dominated by news of the trio’s online concert.
The audience for these three concerts included multiple age groups, including the post-00’s, post-90’s, post-80’s, and post-70’s. Many people even expressed their wish to grow a few ears. so they could listen to all the concerts. again.
After the concert ended, many fans also started arguing about which concert was more popular. Along with fan chatter, there is also a surge in traffic on short video platforms.
Judging from Jay Chou’s concert data that day,This Kuaishou exclusive first online concert Jay Chou has more than 28.83 million orders, the highest concurrent online number is more than 11.29 million, and the total number of likes is as high as 1.05 billion.Directly set a new record for online Kuaishou concerts. It is worth noting that the popularity of the concert also brought the number of fans of Jay Chou’s Kuaishou account to 53 million.
New traffic password for short video platform
Although this is Jay Chou’s first online concert, we can still see that King Zhou’s influence remains the same as before. Even if Jay Chou’s previous concerts were replayed on the WeChat video account before, it managed to get hundreds of millions of views.
A simple analysis of the data shows that such traffic is insurmountable for any short video platform. And this has naturally been discovered by big short video platforms, and they are trying to use online concerts to bring more traffic.
The easiest and most direct way to get traffic is to invite famous singers to hold concerts online to attract fans to stay and watch. According to incomplete statistics, so far major platforms have invited 20 to 30 well-known singers to hold online concerts, including Andy Lau and other traffic stars.
However, most of the online concerts are currently free to watch, in order to get more economic benefits,Some commercial performance companies are also planning with short video platforms to launch paid viewing services.
TFBOYS online concert once appeared as a payment.The ticket for the concert is 30 yuan, and the viewing rights include watching the whole process in high definition quality + watching replays in the same definition. If fans want to see a clearer picture, they need to buy tickets from other levels. The highest ticket price for this concert is a luxury coupon of 158 yuan, which can watch a single FOCUS camera seat + support color barrage + Blu-ray quality concert.
In addition, Zhang Yixing, one of the four returnees, also adopted a part-fee mechanism in this year’s online performances. Users can watch for free, but the viewing effect will be inferior.
In addition to paying to watch concerts online, short video platforms have also planned a number of online concert projects in order to further expand traffic. Like DOULive from Douyin, “Stay Strawberry Music Festival” from Station B and many other projects. on the whole,Online concerts have become a fat sheep for the current major short video platforms to gather traffic.
A trend or a flash in the pan?
The reason why online concerts can bring so much traffic is that since entering the post-epidemic period, under the influence of various uncertain factors, it is extremely difficult to successfully hold an offline concert. In particular, it is almost impossible to hold an offline concert in a huge venue like the Bird’s Nest. Many people even lamented that they really wanted to go back to 3 years ago and watch an unscrupulous concert. In this case, online concerts have become “meal replacements” for offline concerts.
In fact, online concerts are not a new thing that has only appeared in recent years. As early as 2000, the American female singer Madonna tried an online concert for the first time. Since then, many domestic singers have also tried to broadcast live concerts live online.
However, to be precise,The online concerts tried by domestic singers earlier were just a way of live broadcasting.Its original intention is to allow more users who have not been able to buy tickets to watch the concert via a live broadcast online, thereby further expanding their personal influence.
When the time comes to 2022, several singers have held online concerts one after the other, and once again pushed the online concert to center stage. On the one hand, various concerts and music festivals have been postponed for an indefinite period;
In this case, the online concert has become the “chosen son”. This method can not only effectively avoid dense gatherings of people, but also meet the viewing needs of the audience.The most important point is that commercial performance companies also need this method to get traffic, in order to maintain their survival and subsequent development.
Relevant data shows that the current monthly active users of domestic video accounts are 813 million, Douyin is 680 million, and Kuaishou is 390 million. The traffic that such a huge center can drive is naturally immeasurable. Once this traffic is regenerated, the economic benefits it will bring are even more unimaginable. Therefore, large commercial performance companies have also begun to cooperate with singers and stages to create a new way of performing concerts.
In April this year, Cui Jian held his own online concert, with a total of 63.7 million views. In May, “unpopular singer” Stefanie Sun hosted a “How are you?” on Douyin. —— Douyin Stefanie Sun’s Online Singing and Chatting Session”, which attracted more than 240 million views. September,One of the Four Heavenly Kings, Douyin Andy Lau’s online concert “Sing Me to You” became an Internet sensation once again, with 350 million online viewers, breaking the record for online concert viewers- line directly.
Even the three recent online concerts have achieved quite good results in terms of traffic. With such an impressive achievement, anyone who saw it would have to sigh, the short video platform has won.
Although the performance in terms of traffic is already very impressive, there is no doubt that the current online concert is still in the experimental period, and whether it can survive smoothly is still a question that worth exploring. However, what is certain is that the emergence of online concerts is not a short-lived helpless movement, but a new choice in the general environment.
Will offline concerts be discontinued?
With the popularity of online concerts, many people began to worry that if online concerts continue to develop, will they eventually replace offline concerts? At this point, CNMO can tell you very clearly, definitely not. At least for a long time to come,Online concerts can only replace offline concerts, and there is no way to affect the status of offline concerts.
It is true that there is no gathering of people in online concerts, which has a huge advantage in the current environment. Whether it is the audience, the staff or the singer, there is no need to worry about various social dangers caused by the large gathering of people. At the same time, the cost of online concerts can also be greatly reduced. For some singers, an online concert may only require renting an empty stadium. Even if conditions permit, a concert can be completed in a small recording studio. Even companies that host commercial performances will need to spend much less energy handling online concerts.
Furthermore, online concerts can be used to get income in more diverse ways. As far as offline live events are concerned, ticket revenue is the main revenue of a concert. Therefore, in the ticket pricing strategy, the ticket price will be changed according to the distance from the main stage, and the maximum can even reach thousands of yuan.
In online concerts, most singers will adopt a free strategy, even if they pay for admission, the overall price of the ticket will be lower. And such a strategy can attract more viewers to watch, and overall ticket revenue may not be small. also,Online concerts can also enable the tipping function, and the traffic in the live broadcasting room can also be replaced with a certain amount of income, and the invitation fee paid by the platform is also a large amount of income.
However, for most viewers, online concert viewing is still inferior to offline concerts. The difference from offline concerts among fan groups is that most online concerts are individuals who stay in a small place. This reduces the sense of reality. Even if it is a live broadcast, many people feel that this method is no different from watching an MV.
At the same time, during the interactive process of online concerts, communication can only be through a firewall. In offline concerts, singers can make eye contact with fans, invite chorus and other interactions, and even get close to their idols. Such an experience is definitely not available in online concerts.
In addition, elements such as backup dancers and dance beauty are not commonly used in online concerts. The absence of these elements will, to some extent, have a negative effect on the general perception of the concert. on the whole,After so many years of development, offline concerts are more mature than online concerts in terms of development experience and innovative thinking.
write at the end
The rise of online concerts has brought warmth to countless fans trapped in a small world. Let them find new excitement in their boring life. And this traffic dispute, whether it is the short video platform or the singer himself who ultimately benefits, the audience does not care. For them, it is enough to enjoy this audiovisual feast quietly.