pop music has once again ushered in a retro trend.
Recently, the two TME live online re-screening concerts brought by Tencent Music Entertainment Group (TME) were broadcast on the entire network, and have been on the hot searches from preheating to opening.
According to incomplete statistics, the total number of viewings of the two online concerts is nearly 100 million, and set the highest online concert viewing record. 00+Hot searches on Weibo, with a total reading volume of 4.68 billion+ on Weibo topics, and continues to dominate the top 1 on Weibo hot searches and live hot chats. With such excellent data, I have to sigh "Hualiu yyds"!
For netizens, this is no longer a simple online concert. The young memories surge into my heart with the songs, and are youthful memories that cannot be given up for a generation.
01 Online Concert: New mode under the epidemic "debut"
Under the severe epidemic situation, in order to ensure safety, Online Concert "come out" . In fact, it is not just Jay Chou this time, but also many celebrities also held online concerts.
On May 27, 2022, the first online concert of Luo Dayou was officially launched at 19:30, with nearly 42 million viewers.
On the same day, Stefanie Sun Douyin online singing and chat meeting exceeded 100 million likes in 16 minutes, exceeded 200 million likes in 24 minutes, exceeded 300 million likes in 34 minutes, exceeded 400 million likes in 46 minutes, exceeded 500 million likes in 59 minutes, exceeded 600 million likes in 66 minutes.
Cui Jian’s concert on April 15, 2022. During the 4-hour live broadcast, the 61-year-old Cui Jian attracted more than 44 million people to watch it.
On April 1, 2022, on the 19th anniversary of the death of Leslie Cheung , Tencent Music, together with PolyGold Records, launched a high-definition restoration version of Leslie Cheung's classic concert "Hot and Love", which attracted 17.4 million viewers.
In addition, stars such as Fai Wong , Eason Chan have also appeared online concerts. Every time they appear, they will attract attention from the entire network, which is very lively!
But in fact, as early as December 31, 2021, the mainstream Taiwanese band Mayday, which has debuted for more than 20 years, accompanied the fans to welcome the arrival of 2022 at 11 pm.
When Mayday sang " Perfume ", the scene changed with the music, and the Eiffel Tower, Bird's Nest Stadium, etc. were presented in turn... Using digital technology presents a virtual stage for the audience, the performance stage and the program cooperate with each other, and "jointly complete" the grasp of the overall situation. gives the audience an immersive and personalized experience.
This officially opened up a new way of concerts, and jointly realized the extension of musical art with the metaverse.
This online concert video is created with movie-level specifications. uses XR to extend the reality . Fans can not only browse the beautiful scenery of Kaohsiung , Love River and other places in the live video, but also enter different backgrounds, venues and even travel around the world with Mayday during the performance, participate in it immersively, and welcome 2022 through the metaverse and Mayday. The emergence of the meta-universe has given the entertainment of the epidemic era a new interpretation. From this series of attempts on various platforms, we can see that the core elements of the meta-universe concepts of virtual concerts and online concerts are unlocking new scenes for the "interaction" of music and providing new ideas. This model of fusion of virtual and real is gradually changing public awareness.
02 "Concert +" new exploration, win-win for all parties
After 2020, the concept of metaverse began to be implemented, and online concerts have gained good opportunities for development. With the support of digital technology, many platforms have planned and carried out online music performances in recent years.The "collective carnival" of the online concert of
users has found a new traffic password for the live broadcast platform. Many platforms such as Tencent , Douyin and iQiyi are in fierce competition in this field.
In 2020, Tencent launched TME live to create online and offline music entertainment performances "panoramic sound state" . Subsequently, a total of 56 live performances were held in 2021.
Douyin has also continued to invest in the music content field in recent years. Since the second half of last year, Douyin has reached cooperation with music companies such as China Music, Modern Sky , and intends to create a full-chain music system from creation, distribution to promotion. The
platform has also been focusing on the online concert business. In March 2021, iQiyi officially announced the first online singing of the girl group THE9; Ali 's ticketing platform Damai launched the "parallel mai scene"; NetEase Cloud Music launched a new online performance brand "Cloud LIVE" in 2020...
"Online" has become a model of music interaction, and it is constantly developing into the metaverse based on this.
We can see that all the major leading companies have turned market competition to online live concerts. This can infer the interests and business opportunities in this way, provide musicians with promotion opportunities, achieve win-win results between musicians, brands and music fans, and release the commercial value of music.
only talks about Tencent. On the day of the online concert live broadcast between New Year's Eve and Mayday, the number of viewers exceeded 14 million, laying a good foundation for the online concert. After that, in Luo Dayou's 2-hour concert, he sang more than 20 classic golden songs, which were divided into three sections according to the theme: "The Mark of Time", "Children's Music Proverbs", and "Love Song 2022". He also connected the guests with WeChat videos to bring more experience to the "cloud" audience. For Tencent, not only did it fail to conquer the ship, but it fought an extremely beautiful battle. It is also Tencent’s bold attempts that have explored a new path for “concert + meta universe” .
03 Can the collective jubilation of user group memory and nostalgia have continuous traffic
For users, there are many reasons to watch concerts, but in recent years, what we have seen the most is the nostalgia of collective memory - .
At the concert of Zhou Dong , countless fans "pay for youth" . For them, what they listened to is not a song: it is the wind blowing many years ago, the road I walked when I was young, the people I loved when I was young...
Every concert may be the collective youthful memories of the public. These musicians, as idols of the times, represent milestone symbols. They brought the emotional bonds of fans, which triggered heated discussions, and secondary communication came into being. Therefore, the concert is supported by the online meta-universe and amplified by the online live broadcast media, allowing more people to independently perform memory processing and emotional interpretation.
"Nostalgia" has become an emotional factor that carries all this, catalyzing the "restless factor" in the audience's heart. In the scene of online concerts with strong emotional resonance, it is easy to make the audience's thinking go away, but it is also consistent, forming "collective joy" .
Whether it is a sentimental user or a fan-type user with higher activity and interaction, it will be affected, which will drive the emergence of "collective jubilation".
04 Excessive "nostalgia", will the audience continue to pay?
Excessive success always makes people feel uneasy: Can such nostalgic jubilation last forever?
The answer is conceivable, without innovation, it will never last long.
Nostalgia is an emotional state of a person, but not the entire state. Nostalgia can also be a form of music but it will never be all forms.
Hegel said that music is a romantic art that completely eliminates spatiality and completely retreats to subjectivity in terms of expression in the inner life. But music is not only an artistic product for people's entertainment and aesthetics, but also an important carrier for the inheritance of human spiritual and cultural heritage.
Music embodies part of our spiritual culture, so we need to develop in many aspects and see business opportunities everywhere.
"Old Songs" are already the past, but people cannot stop in the past and not leave, so they must explore new models. Online concerts are inclusive and allow for a variety of forms.
The meta-universe is developing rapidly, and more and more technologies are innovating. For example, Canadian singer Justin Bieber and virtual entertainment company Wave jointly held a metaverse online concert, creating a singer's virtual animation image. Through instantaneous capture technology, the audience can interact with the singer's animation image by expressing their favorite symbols. high-quality virtual stage modeling, wonderful live performances, imaginative animation effects combined with user comments, bringing a relatively cutting-edge style experiment to this virtual performance.
also deepens the connotation, public welfare peers, etc. are also forms that people are willing to accept.
Fortnite in April 2020 Travis Scottt concert is still mentioned repeatedly. The length of less than 10 minutes does not affect its popularity as the pinnacle of virtual concerts.
In front of millions of players and live viewers, an asteroid fell to the ground, the player was shaken by the airflow, and the huge Travis Scott emerged from the explosion and began to perform his single "Sicko Mode".
The entire game scene is accompanied by music, and rich stage effects are created, performing visual wonders again and again, fire rain, stars, under the sea, space... Players can move freely and adjust their perspectives, and follow the rhythm of electronic music in a weightless state.
This virtual concert is attributed to the technical support of Fortnite developer Epic. It not only has strong server-side load pressure, Unreal Engine, real-time rendering capabilities, but also has fine motion capture technology , 3D portrait polishing and holographic character projection.
Fortnite concert is known as "A game's surprise glimpse into the metaverse" . In front of players, only computers, XBox devices and 2D screens are still placed in front of them. This also means that the future of virtual concerts must be found in the metaverse.
When everyone is the number one player, with VR headsets, somatosensory clothing, cyber prosthetics, and brain-computer interfaces, low latency and high immersion are just basic requirements. A virtual concert may make people shudder, provided that technology can get there.
As for the moment, nostalgia is popular, we believe that classics will always be passed down, but we also need to go all out, open up new paths, and reject aesthetic fatigue.
Author: Wei Jiayi
