Author | Miaoa
"My dead youth suddenly attacked me."
html On the evening of May 27, from the 1960s to the 1990s, everyone fell into a memory killing. The parents watched Luo Dayou concert on WeChat video account and recalled the past, while the children were brought back to their youthful memories by the Shenzhen Sun concert on Douyin.
Two high-profile singers hold concerts at the same time on two major platforms, and they will inevitably be drawn to compare. Who has better data and which platform has better feedback?
In fact, no matter whose data is more eye-catching and which platform is more successful, it all comes back to one problem. Can online concert really work?
"At that time, there was a Luo Dayou Sports Concert in Beijing. I only found out on the way to the Water Cube with my friend that I heard that a ticket was only two or three hundred. I hesitated and thought about it, it should be time to go swimming first. As a result, after taking a shower, I found out that it was over. Luo Dayou only sang for more than two hours. I sighed that he might be really old."
ht Someone in the ml1 comment replied: "My friend is Luo Dayou's live guitarist in Jiangsu, Zhejiang and Shanghai. According to his description, Luo Dayou's concert box office has been bleak in the past ten years. But the epidemic has made another possibility for concerts. However, performing things like this are still dead through the screen, and you have to go to the scene to feel it."
Singers like Luo Dayou and Wang Xinling can really usher in another spring in their careers?
Stefanie Sun vs Luo Dayou, Douyin vs video account who won?
"Are you watching Luo Dayou or Stefanie Sun?" A media launched a vote on Weibo . The voting results show that Stefanie Sun is almost twice that of Luo Dayou. Perhaps it is because Weibo users are relatively young, but judging from the live broadcast data of the two last night, it is difficult to decide the outcome. Douyin data shows that the number of viewers of Stefanie Sun's concert is 240 million (the same account can be counted repeatedly), while the Luo Dayou concert of the video account was 42 million (the same account can only be counted once). Due to different statistical standards, it is not known who wins and who loses. However, in terms of the silkyness and reputation of the concert, Luo Dayou's concert is obviously slightly better. Lao Dayou's concert last night can be said to be full of atmosphere. Under the starry sky and on the grass, although there are no complicated lighting or stage design, just Luo Dayou holding the guitar is enough to bring people back to his youth. Luo Dayou's playlist is mostly nostalgic music. Even if he is not a fan, he can sing a few lines with the music godfather. In addition, Wu Tiaoren and Luo Dayou's apprentice Ai Yiliang were invited as guests at the concert. Although it is difficult to sing live, the form of five-person video links and remote choruses is also eye-catching. The songs that were different from those in the past offline concert ended. After singing the last song "The Story of Time", Luo Dayou walked straight to the RV behind him. host Huang Zijiao was sitting in the car. After getting in the car, the two entered the interview session, about music, life, and creation, which made the fans feel addicted. After the interview, Luo Dayou returned to the stage to bring the melody "Tomorrow Will Better". "It's so appropriate to choose this song as an encore. The epidemic in the past two years has made everyone live a very hard life. This song is so inspiring." Someone sighed on social platforms. years old, Luo Dayou still brought two and a half hours of wonderful performances. Some people rated the two concerts last night as "the fight between gods and immortals". Although Stefanie Sun's concert is very popular, there are still some details and flaws. In terms of song selection, there are few classic old songs at the concert, which is difficult for non-fan audiences to resonate. "The song list is said to be the order of songs by netizens, but in fact, many of them are unpopular songs." The audience in the live broadcast room were also a little dissatisfied with the host, "I saw a host who had to go to the toilet halfway through the live broadcast." In addition, the stage setting, lighting settings, and sound effects are all criticized issues. The biggest mistake last night was that Stefanie Sun sang the last song "Trench Coat", and the live broadcast suddenly broke down. She waited for more than ten minutes before recovering. Stefanie Sun sang the song again. Stefanie Sun then responded, "Due to the lack of live broadcast opportunities, the team's friends were a little busy, and the on-site transmission equipment was in trouble, resulting in the interruption of the program." After the online concert of , can it be sold offline?
After last night's online concert, many viewers said they were not satisfied and hoped that they could see the offline concert as soon as possible after the epidemic. However, is the popularity of online concerts meant that offline was also popular?
Xiaoming Ge’s answer is no. He was previously a performer and had held concerts for singers such as JJ Lin and .
In Brother Xiaoming's opinion, the popularity of online concerts cannot be equated with commercial value. "This is the hypocrisy of middle-aged men."
He believes that online concerts are so popular now, on the one hand, because the concert is free, and at the same time, everyone can only be at home due to the epidemic, so they rely on concerts to relieve boredom. On the other hand, it is also because of the social value brought by the concert. "Forward the concert link in the circle of friends, and then a passage of reminiscing about youth."
If Luo Dayou's concert becomes a fee, even if it is only 6 yuan, will so many people watch it?
In fact, in 2016, Luo Dayou held a domestic concert tour and invited singers such as JJ Lin, Zhang Yu, , Tao Zhe, and , and in the end, he not only did not make money, but he lost millions, and was even called a "box office poison."
An industry insider said that online and offline concerts are completely two ecology- Online concerts are cultural phenomena, and offline concerts are popular concepts.
" People like Luo Dayou and Cui Jian are not only singers, but also cultural celebrities. They are symbolic. Even if one day they can sing in a concert, we still hope that he can hold on and not lose his links, because we have a relationship with them, and they represent our youth, just like " Old Man and the Sea ", we know that they are going down, but we still hope that they can successfully reach the coast."
But after actually returning to offline, it is difficult for these middle-aged people to spend a lot of time, energy and money to watch a concert.
After Wang Xinling became popular, he would have to lose money even when he held a concert?
Just like Wang Xinling who has become popular recently, suddenly many people appear to call him Wang Xinling boy. Even if Wang Xinling holds another concert now, it is very likely that he will lose money.
Many years ago, Brother Xiaoming had to hold a concert for JJ Lin. The agency proposed the condition that he needed to pack two Wang Xinling's concerts. "Before, Wang Xinling held a concert, and the bus went to the university to pick up and drop off students for free to watch free concerts, but no students were willing to go."
The traffic value brought by promotion and media reports is difficult to convert into actual commercial value.
What kind of singer can make money in offline concerts?
An industry insider gave a standard - at least in Chinese music scene has had 3 to 5 years of dominance, and has dozens of classic songs.
The so-called dominance means that in that era when there were no fans to make rankings and make data, they had a place in various music rankings.
"At that time, we recognized in the industry that 6 singers could definitely make money, Jacky Cheung , Eason Chan , Jay Chou , JJ Lin, Faye Wong , Andy Lau ." But between the concert tour, it still needs to be separated by several years, leaving some time for fans to save expectations.
In general, online concerts require singers to have a national popularity, and offline concerts rely more on "iron fans".
Whether the business model of online concerts can be completed has been a constant discussion.
Jihu Auto received a good response when sponsoring Cui Jian’s concert. Last night, the sponsor of Luo Dayou’s concert was Jihu Auto again. It can be seen that the previous concert brought considerable transformations to Jihu Auto.
For the platform, with the accumulation of concerts, business resources are also steadily increasing. For singers such as Luo Dayou who are highly popular but do not sell well, with the current concert data, there will be a steady stream of online concerts to be found.
Nowadays, online concerts are reconstructing the value chain of the music market. For example, old artists like Zhou Huajian and Cai Qin will release new vitality in the context of online concerts, and it will be easier to receive invitations in the future. Those non-first-line singers can also consider doing platter concerts and sing a few representative works.
Under the general trend of being criticized in the music industry, perhaps online concerts can lead the Chinese music industry to regain its original sense of prosperity.
