text | Amu
Orange Sea Band said: "Many things come from life, they may be imaginative, but they have a root, so let's live."
In Macau as sweet as it was just sweet, a sea breeze blew, bringing the fragrance of making coffee to the distance, passers-by slowly passed by, and the whole environment was a lazy song "Awake Up".
This vivid scene appears in the latest episode of "Stage Stage". This program initiated by Chinese music gold medal producer Zhang Yadong and jointly produced and presented by Douyin and Sound Color. By traveling around the country, music returns to the scene and life is full of stages.
As the first high-quality live music program in China, "Stage Stage" has gone through three seasons. The first two seasons of the program have received more than 80 million topic readings, and with more than 200 million views, it has created the best result of ranking first in the number of short video programs in the entire network. Since the return of the third season, it has won a high score of 8.0 on Douban.
Unlike before, this season's "Stage Stage" theme is positioned as a "borderline" and has settled on Douyin, Toutiao , and Xigua Video Platform. The program has upgraded the program from inside and outside the country, starting a unique and wonderful music journey.
Multilateral life scenes
Build the most down-to-earth quality stage
In the past two years, music variety shows have faced unprecedented bottlenecks. Problems such as similar patterns, misalignment of subjects, and weak innovation have emerged one by one. After experiencing various stage presentation forms such as evening parties, talent shows, competitions, and verticals, reality shows have become the next outlet of music variety shows.
is different from many music programs. "Stage Stage", which is catching the wave of short videos, came into being. Through life-oriented scenes, it has created the most down-to-earth quality stage for the audience in a new media environment.
After two years, "Stage Stage" has been upgraded again, and the third season of the program is even more in line with the times. Every positioning of the program has been conveyed more clearly.
First of all, the third season of "Stage Stage" is themed on "Borderline", focusing on the life of people in remote areas in content, and combining the style of travel programs in form. The program invites many outstanding domestic front-line musicians to lead their works to the vast frontier, feel the most local life in the local area, and then gain spiritual resonance with music.
From the ancient fishing village of Fangchenggang, Guangxi, to the Macau Road Roundabout, from the ancient town of Jianchuan, Yunnan, to the Zhoushan Islands, Zhejiang, and other places such as Lhasa, Tibet, Heilongjiang, Daxinganling, and Urumqi, Xinjiang. The land and water nourish the people. The program team's footprints penetrate deep into the unknown border. While leading the audience to appreciate the magnificent scenery, they also play life into this moving melody.
Secondly, "Stage Stage" is a MINI LIVE music video program. The program has absolute guarantee for the quality of live music presentation. A large number of high-quality Chinese musicians bring music back to the scene through the program to find a stage in life.
In addition to Mr. Turtle and Orange Sea Band that have already appeared, the Chinese new generation singers such as Lao Fan next door, Yu Kewei , Jin Zhiwen will also appear one after another, injecting fresh blood into the program continuously.
And even the program takes high quality as its own positioning, which is enough to prove the high standards and strict requirements for its own content. This is not only reflected in the expression of audio-visual language, but also has style characteristics in the output of views.
Take the latest episode of the program as an example. The Macau under the camera is vivid and the scenery is pleasant. More importantly, behind the scenery is the view of music: I played coffee in Hanji and met the boss who had been persisting for 30 years. When he talked about those repeat customers, the musicians couldn't help but think of music fans. Many people found confidence and courage after listening to their songs.
It is also because of this that the lead singer of Orange Sea Band, Kunming, said: "If the material life is particularly rich, you may not be able to make good music." Drummer Qing Xi said: "I want to be a background music in their lives." Bassist Xiaolu said: "Music is something that changes my social value to me."
Innovative expression methods, opening a new era of dual-screen micro-fusion
In the 2019 "China TV Drama (Internet Drama) Industry Survey Report", in 2019, Chinese short video users used for the first time exceeded long video , and short videos became the general trend. Micro-variety shows combined with short videos have rapidly emerged on major platforms and have become a form of program content in cutting-edge trends.
spontaneously uploaded by users to professional institutions, from the short video of long videos to the boutique of short videos, with the support of many platforms, micro-variety shows are moving towards a new era, and Douyin is establishing a greater voice in the field of micro-variety shows.
Last month, Douyin released the "Douyin Produced Sand Plan" on the spot at the industry forum of "Entertainment IN Vision", recruiting six major categories of content including micro variety shows for the public and the entire industry, and incubating potential IPs with users and partners. This time, "Stage Stage" is one of them.
"Stage Stage" was first released on the music platform in the first two seasons to this time moving to the short video platform. It is a repositioning of the program itself and also finding a more consistent platform for the program.
This season was broadcast simultaneously on multiple platforms of Douyin, Xigua Video and Toutiao, the audience of "Stage Stage" tends to be a richer short video user from a single music user, which is also conducive to further transmission of music concepts in the program to a wider audience.
. As the initiator and main platform of the short video trend, Xigua Video, as a leader in the field of micro-variety shows, provides fertile incubation soil for "Stage Stage" and helps the program break through the circle.
In addition, in order to cooperate with the launch of multiple platforms, this time "Stage Stage" adopts the form of horizontal screen + vertical screen linkage. The versions online on Xigua Video and Toutiao are horizontal screens, while those broadcast on Douyin are vertical screens.
meets the platform's temperament according to local conditions, especially the form of vertical screen micro variety shows, which has emerged based on the unique ecosystem of short videos, which not only conforms to the viewing habits of the current short video audience, but also meets the habits of the current music program audience.
develops marketing model, helping Douyin produce the number one signature
As the first high-quality live music program in China, the third season of "Stage Stage" has joined hands with the car brand Jeep to shuttle between mountains, rivers, lakes and seas, bringing Jeep a richer marketing scene.
loading from every departure to every scenery passing by; from a band in the car chatting to a transition and driving on the road. Jeep is deeply implanted and exposed in the program, and is closely related to the development of the program, natural and comfortable.
In addition, more advanced comes from the implantation of concepts. The concept of the program's "stage is everywhere" is organically combined with Jeep's brand philosophy to form a deep bundle.
It is worth mentioning that the newly upgraded broadcasting platforms such as Douyin and Xigua Video also attract all-round traffic to the program through multi-party dissemination resources, program main topics, program H5 and other joint promotion resources, and also accumulate higher popularity for the brand.
In the development of micro variety shows, Douyin has always innovatively integrated program rights and promotional resources, bringing higher marketing premiums to the programs and products in the programs.
At the same time, "Stage Stage" is a live music program that has a positive effect on the domestic music and entertainment market. The idea of "Music+" makes more Chinese musicians well-known to the audience, and also prompts music to return to its true charm.
From the broadcast platform, there have been many excellent works produced in Douyin recently. After the three celebrity micro-variety shows of Luo Yunxi "Mr. Moxi +", Zhao Yihuan "Dream-seeking "Happy" Travels" and Zhang Yixing "Return to Zero", "Stage Stage·Borderline" once again pushed short video micro-variety shows to a new climax.
This time and time the Douyin production demonstrates Douyin's determination to build a micro variety show matrix. As a leader in the domestic short video field, Douyin has a natural advantage in exploring the strength of short videos. In addition, its emphasis on original content has been successfully pioneered to create the number one signboard in the micro variety show field in the industry.
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