On the evening of November 19, Jay Chou and Lu Han held a concert online at the same time. The former was the first to be sung after three years, while the latter was sung after four years. Both performances gained great popularity, and both became popular on Weibo, which once ag

On the evening of November 19, Jay Chou and Lu Han held a concert online at the same time. The former was the first to be sung after three years, while the latter was sung after four years. Both performances gained great popularity, and both became the hot search on Weibo and , once again arousing the public's attention and expectations for online performances. On the same day, the old artist Tenger sat in the live broadcast room and held the "Teng a little mood and listen to songs" event.

In September this year, the Ministry of Culture and Tourism issued a relevant notice on standardizing the business activities of online performances (professions) draft for soliciting opinions, requiring platforms that hold online concerts, concerts and other online performances should first obtain the online cultural business license , and make corresponding requirements for the approval and filing of online performance content, and further standardize online performances - online performances bid farewell to the wild growth stage and enter version 2.0.

industry believes that only by paying more attention to musicality in the future and making full use of interactive methods that conform to the characteristics of the Internet can we stand out in the online field and be widely disseminated.

Jay Chou Lu Han also sang

Focusing on musical harvesting likes

In July this year, Jay Chou released his new album "'s greatest work ", and then specially held an online live broadcast for the new album, with more than 110 million viewers. Tencent Music’s latest financial report shows that as of the end of the third quarter, Jay Chou’s digital album “The Greatest Work” sold nearly 7 million copies, with sales exceeding 200 million yuan.

On the evening of the 19th, the new generation singer Lu Han also held an online concert. As Lu Han's first online "unplugged" concert, fans have booked offline support. Lu Han sang 15 songs in this performance, including "The Girl in the Town", "Time Stops", "Heart Rate", "Don't Understand", "Love, It's Simple", "Dark", etc., and invited guests such as Gao Hanyu, Mao Buyi, and Wang Mian to help. Both of these performances of

have become popular on Weibo, winning countless likes from netizens, and the industry also gave praise. It is believed that one of the biggest features of both performances is that they both abandon vanity and put musicality first.

Online concert audience size has huge potential

has been planned and operated as a new category

Since the epidemic, large-scale offline concerts have decreased significantly and the performance market has been significantly weakened. Online performances came into being, filling the gap in the market. Online performances increase exposure to artists while also meeting the needs of fans. For the platform, it can also increase the user scale, which can be said to be a killing of multiple goals in one fell swoop.

According to the " Statistical Report on the Development of China's Internet, as of December 2021, the number of users of live concerts in my country was 142 million, accounting for 13.8% of the total netizens. This means that the audience size of online concerts has huge potential. On the other hand, since 2020, online performances held by major music platforms, short videos and other platforms have become a normal operation model. The "2021 China Online Live Music Performance Industry Research Report" released by iResearch Consulting shows that TME live, a subsidiary of Tencent Music, held 56 online concerts in 2021.

enters 2022, and the online concert is "full of energy". The "2022 China Mobile Internet Semi-annual Report" shows that the monthly active users of video accounts have reached 813 million, , Douyin, , 680 million, and Kuaishou has reached 390 million.

Faced with such a huge user base, all video platforms and brands have "focused" on online performances and worked with powerful singers, hoping to create more popular products that are "out of the circle".Since the beginning of this year, musicians such as Li Jian , Mayday, Rene Liu , Cui Jian , Luo Dayou , Stefanie Sun , Andy Lau , Backstreet Boy , Zhang Yadong and other musicians have successively held online concerts on major platforms.

Luo Dayou's 40 million, Cui Jian's 46 million, Stefanie Sun's 240 million, and Andy Lau's 350 million. These viewing data show that the online performances of these veteran artists are all "out of the circle". Whether it is online for the sake of singing or for brand promotion, these singers and musicians who have been missing for a long time can still trigger a "nostalgia" on the entire network as soon as they open their voices.

Some industry insiders pointed out that with the two aces of "feelings" and "IP", online live broadcast is becoming the "second stage" of cultural performances. Chinese Performance Industry Association Secretary-General Pan Yan said in an interview with Beijing Youth Daily reporter that now, whether in the field of stage drama or pop music, online performance products have been planned and operated as a new category. Pan Yan said that the overall online performance in 2022 has an obvious feature, which is that it pays more attention to quality and has more customized content. After all, after more than two years of exploration and trial, the content from the content to the production must be more sophisticated and more suitable for online performances. "Online is completely different from offline performances. You cannot simply copy and paste offline online. This is the consensus of most performance institutions."

In the future, online performances will be more standardized.

Return to music itself is the most important

Pan Yan also introduced that in September this year, the Ministry of Culture and Tourism issued a draft for soliciting opinions on standardizing the business activities of online performance dramas (profiles). It is planned to require platforms that hold online concerts, concerts and other online performances to obtain an online cultural business license first, and also make corresponding requirements for the approval and filing of online performance content. In her opinion, these regulations will better promote the development of online performances after they are formally issued. "Because the performance units did not know how to apply for online performances and where to apply for approval. Now it has been clarified to be compliant, which will be conducive to the development of online performances. After all, only standardized development can be developed in a long-term manner." Pan Yan said.

General Manager of Beijing Huale Feifan Culture Communication Co., Ltd. Zhang Yiming said in an interview with a reporter from Beijing Youth Daily that after the approval process, online concerts in the future will be more standardized and stricter than before, and the quantity will be relatively streamlined, which also means that there will be more high-quality performances in the future. On the other hand, online concerts will also pay more attention to musicality, from stage design to production, there will be less "fancy" and less marketing promotion, so that the concert will return to the music itself. For example, Lu Han's unplugged power last weekend and Jay Chou's "Brother Friends Association" put musicality first.

Zhang Yiming believes that whether it is a powerful or a traffic-oriented artist, music itself is the most important. In addition, online singing requires enough familiar songs, preferably some nostalgia and memories, and more musical works that resonate with the audience will have an advantage. "After all, it depends on the works and the music itself."

Pan Yan also believes that the influence and dissemination of online concerts depend more on the social influence of the singers themselves and the singing of the songs themselves. At the same time, in the planning and operation of online concerts, we must make full use of interactive methods that conform to the characteristics of the Internet and integrate new network technology and virtual technology, so as to attract online audiences to a greater extent.

text/Reporter Shou Penghuan

coordination/Liu Jianghua