Author | Mingming
"If you really need any reason, is 10,000 enough?" On November 26, the second music sharing session of Zheng Yuan started singing on TikTok. Zheng Yuan appeared in the live broadcast room on time, and his affectionate voice was as always, which was exciting.
That night, Zheng Yuan sang popular songs such as " Ten Thousand Reasons ", "Why can't the people who love each other be together", "Is it wrong to love someone", "How can hurt me " and other popular songs, which caused a boiling broadcast room, bringing a large online "memory kill" for post-80s and 90s to go in two directions: "I like you for 17 years, I want to cry." "Our love comes from your " Stay for Love ", and now we are a son and a daughter." "A classic that cannot be surpassed, It is the memory of our youth, and all we hear is our youth." "A prelude sounded, tears fell like rain." (Data shows that "Ten Thousand Reasons" once broke the sales record of ringtones at that time, creating about 120 million downloads, and no one has surpassed them to this day.)
We noticed that the live broadcast of two Zhengyuan music sharing sessions held on November 5 and November 26 continued to rise. The data of the second game even exceeded the 11.28 million views of the first game, reaching 16.832 million. It is observed that , a group of old singers with classic famous songs, have been broadcast steadily on the Douyin platform, meeting fans in daily live broadcasts, and while their popularity soars, they have achieved an increase in commercial value. How does the platform help classic singers continue their professional life cycle and maximize the value of personal IP?
is rapidly increasing fans. Classic singers such as Fu Disheng, Wang Rong , Zheng Yuan have won the "million-level stage"
In addition to nostalgia in KTV, where can the post-80s remember their youth? Douyin live broadcast, which is becoming the "new position of singers' golden music", may be the best answer.
"Intimate Love", "Oh", " Want to embrace you in a mediocre life "... Which one of these familiar songs is so heartbreaking? Recently, in addition to Zheng Yuan mentioned above, the live broadcast rooms of Fu Disheng Ren Jing , Wang Rong, and Lao Fan next door were also continue to be popular on Douyin live. Luo Zhongxu, Jiang Tao , Ye Zhentang and other "Spring Festival Gala-level" singers also continued to sing on Douyin live. blew a gust of archaeological nostalgia of the domestic entertainment "Renain" on the live broadcast platform. At a glance, it seemed that "half of the Chinese music scene is live broadcast on Douyin."
In just November, Wang Rong held 8 "Peach Blossom Island Song Festival" live broadcasts, and on average they would meet the audience in a live broadcast manner every 4 days; and Fu Disheng and Ren Jing and his wife even held 11 live broadcasts, proving that in addition to the gorgeous stage and brightly lit concerts, approachable family concerts can also become the best solution to narrow the audience. Live broadcast does not require too many requirements for venues and equipment. It has got rid of the shackles that it is difficult to implement offline concerts. With just one mobile phone, you can return to the "million audience stage" of the "golden age", interact with fans anytime and anywhere, realize your self-worth in the love of fans, gain satisfaction, and burst out more creative inspiration in the communication and collision.
The traffic data and fan data of singers have also achieved a visible explosive growth of with the help of daily live broadcasts. For example, Fu Disheng and his wife have a single viewer of 9 million, and a single viewer of 50,000 fans increased by 50,000 fans. Zheng Yuan's first single viewer exceeded 11.28 million, a single viewer of 350,000 fans increased by 350,000 fans, Wang Rong's single viewer of 6 million, a single viewer of 50,000 fans increased by 50,000 fans. Lao Fan next door has a single viewer of 8 million, and a single viewer of 100,000 fans increased by 100,000 fans. Based on the surge in the data of artist fans and the soaring popularity have also driven the increase in live broadcast revenue and even brand cooperation and other subsequent business imagination space.
Singers who have left the flash C position for some time are finding a new stage on Douyin live broadcast, embracing new traffic, and achieving a multi-dimensional leap in artistic value, popularity value and commercial value. It can be predicted that as the popularity continues to rise, the revenue capabilities of these classic singers will continue to be boosted.
resists the stage crisis, and Douyin live broadcast has become a "new channel" for "old singers" to compete for
For singers, the stage is life.
Although the old singers have become famous all over the country, in today's era of traffic as king, it is difficult to compete with the "little young actors" in the entertainment industry for the opportunity to show their faces in the already few variety shows. This year, due to the impact of the epidemic, offline stages have been further reduced and commercial value has also shrunk. According to the "2021 Performance Industry Insight Report", in July and August this year, 52 music festivals were officially announced nationwide, and 35.5 were postponed or cancelled. The box office revenue of concerts and music festivals also decreased from 4.26 billion yuan in 2019 to 2 billion yuan in 2021, a sharp drop of 53%. How to expand the new performance stage and maintain its own commercial value has become a key issue for singers. With three main advantages, Douyin Live has become a new channel for singers to compete for entry.
First, Douyin Live has a huge traffic pool, as well as music audiences of all ages and across circles. official data shows that as of June 2021, Douyin has more than 600 million active users, covering all age groups of music users, involving major vertical circles of different music styles, the platform users are highly sticky and have long usage time. From the perspective of user portraits, a considerable number of users have a high degree of overlap with classic singer fans. Coupled with the platform's accurate algorithm recommendation, each classic singer can find their respective target audience. In the first half of 2020 alone, the number of Douyin musicians increased by nearly 30,000, and the cumulative increase of Douyin musicians exceeded 300 million.
Second, daily live broadcast is simple and convenient. live broadcast itself is a medium method that breaks the boundaries of time and space. Daily music live broadcast realizes the singer's vision of "starting broadcasts at home with one mobile phone" and meets the diverse needs of artists and users. This daily relaxed immersive "fan-loving" live broadcast has brought the audience closer together, rewriting the star-chasing mode, allowing both singers and fans to meet in the most comfortable and relaxed state, which is conducive to singers presenting a lifelike side and thus bringing the best performance.
Third, the official provides all-round and various types of operational support to help singers quickly integrate into the live broadcast room and achieve all-round explosions such as rapid increase in fans and increase revenue. It is reported that the Douyin platform has long supported classic singers and singer-songwriters. singer and singer-singer and singer-songwriter can rely on the support of the Douyin platform to complete the rapid transition from debut to daily broadcasts, create a flexible and high-frequency online "second stage" and start the second curve of his career.
Specifically, platform support includes multiple levels such as traffic tilt and operation support, and runs through before and after entering and throughout the broadcast, comprehensively solving the worries of singers and promoting singers to achieve sustainable long-term growth in stages. In addition, for the long-term planning of live content and the increase in account fans, Douyin official will continue to provide operational strategy support, thereby improving the emotional stickiness of fans, making the artist's image more distinctive and prominent, and strengthening positive reputation, thereby feeding back the live broadcast popularity, from "becoming popular" to "long-term popularity", gaining more opportunities for acting careers.
In addition, Douyin Live also has a powerful phenomenon-level anchor incubation gene. In the first half of this year, the "singer cross-border fitness expert" Liu Genghong became a big hit with the "Compendium of Materia Medica aerobics ", with the increase of fans in a single month exceeding 55 million, becoming an annual phenomenon case. On Douyin, everyone has the possibility of "a big hit on the entire network overnight", and the rich and diverse content ecology is conducive to artists cross-border vertical tracks and increasing their commercial monetization capabilities.
Perhaps the next Liu Genghong will be born from a classic singer who "made another debut" through Douyin live broadcast.
Conclusion
Singer and composer joins Douyin Live, which is a co-creation and win-win situation: For users, music has a healing effect and brings emotional comfort to users of different ages; for the platform, it meets users' demand for high-quality live content and increases user activity; for the music industry, online live broadcast gives musicians more space to display, opportunities to interact with fans and more ways to monetize commercially, and promotes the recovery of the industry.
Douyin Live provides high-quality soil for the dissemination of music culture and the growth of musicians, and creates more value for the content. "Tik Tok Live" is becoming a common trend among musicians of different ages. There is no doubt that this is the best time to join.
