The Paper chief commentator Li Qinyu
Tonight, the nucleic acid group, group buying group, and building group in the community were all silent - no one chatted, no one exchanged supplies, and no one sent group buying links. This is all because of that man, that "outdated" singer who hasn't released a new album in 6 years and thinks about drinking milk tea all day long - Jay Chou . There is no way, who makes our youth come back when the prelude of every song sounds?
The circle of friends filled the screen with an extremely neat formation. It was truly shocking and slightly surprising to me. You know, this online concert is not even a real-time performance, it can only be regarded as a recording at best. For die-hard fans of Jay Chou, they have enjoyed those classic concerts countless times, and they know them by heart, if not by heart. I didn't expect that this bowl of cold rice would taste so good after being stir-fried.
Actually, this is not the only online concert that has become a hot topic on the Internet recently. Previously, Leslie Cheung 's "Passion" concert restored version video was re-released, with a total of 17 million views; Cui Jian held his first online concert on the video account, refreshing the views of the previous Westlife Boys online concert record. With huge momentum and frequent appearances, could it be that the era of online concerts is really coming?
What’s interesting is that although these concerts are very popular, there is no charge and they are very friendly to fans and users. This is not because the platform does not want to make a profit, but compared to one-time transactions such as ticketing revenue, long-term user value is obviously more important, and payment will limit the scale of reachable users. In short, the biggest role of online concerts is to broaden the user base and expand brand influence. First, "make friends".
Of course, despite taking the free route, online concerts are not without profit channels. Naming, rewards, and sharing of sales of online concert music copyrights can all bring considerable income. A concert that has been gathering dust can still set off a nationwide frenzy. I'm afraid our dear Jay Chou has no intention of creating a new album.
However, it is hard to say whether the recent success of online concerts can have a lasting effect. On the one hand, Jay Chou, Leslie Cheung, and Cui Jian are all iconic figures in the Chinese music scene. There are not many examples that can activate the old feelings of the people like them. In fact, Zheng Jun held an online VR concert not long ago, but it barely caused a few splashes. Although in terms of technical content alone, his concert far surpassed tonight's replay.
On the other hand, many people cannot go out due to the epidemic recently. Watching concerts online is probably the most realistic and most convenient way of entertainment at this stage. Therefore, the recent success of online concerts is more likely to be the result of the right time, right place and right people.
More importantly, no matter how clear the picture and sound the online concert can provide, for the audience, the warm atmosphere and interactive effect from the scene are irreplaceable. The barrier between online and offline concerts may not be broken by relying on technical means.
So, will the carnival caused by online concerts become a special "event" in a special period and end when it is over?
According to data from the China Performance Industry Association, the number of performances in the first quarter dropped by 25% compared with the same period last year, and box office revenue dropped by 35%. At present, the uncertainty of the global epidemic is still strong, and the entertainment industry, which is highly dependent on offline revenue generation, continues to face challenges. This also reminds us that attempts like online concerts are still valuable. Both singers and platforms need to find more opportunities and paths in the market. I hope that future online concerts will bring us more than just "memory killing".
Source: The Paper
