□Qu Miao (Heilongjiang University)
Since 2020, the epidemic has caused a variety of offline performance forms to be moved online one after another, and the performance forms of cloud concerts have begun to start discussions on social platforms. Online concerts have become the prelude to the transformation of music promotion and promotion model in the streaming era, and have also provided a new stage for powerful singers.
As early as December last year, the Video Account held a Xicheng Boys online concert, with more than 27 million viewers, successfully "out of the circle". After the first successful test, Video Account cooperated with Mayday to perform an online concert live broadcast on New Year's Eve, with more than 14 million viewers. In April, the video account launched the ultra-clear restoration version of Leslie Cheung's enthusiastic concert and Cui Jian's live concert. The cumulative number of viewers in these two concerts exceeded 17 million and 46 million respectively. On May 27, Luo Dayou broadcasts an online concert on the video account. When it plays again after the end, it shows that "more than 40 million people have watched it." Whether it is video re-screening or live broadcasting, the online concerts held by
Video Account tend to inspire popularity and discussion by inviting veteran musicians with a wide range of popularity and audiences. Several attempts to "come out of the circle" have allowed us to see the clever combination of digital technology and classic music, and they also indirectly confirm that real traffic still needs to be supported by strength.
Whether in the traditional recording era or the digital music era, "content is king" is the secret to success. With the help of traffic, songs can indeed be heard by more people, but only good music content can truly achieve "never ending".
In recent years, various "Divine X Divine Songs" have occupied the vast majority of people's musical horizons, and short videos have become our main way to get in touch with music. Under the music ecology of "good songs don't go out, local songs travel thousands of miles", and in the online carnival of pan-entertainment, music works have become a tool for monetization more and more direct, simple and rough. The short-term traffic brought by the "Internet Divine Song" suffocates and numbs people's souls like haze.
But if the work itself is simple and shallow, how long can it be "loved" by people? If you just fall into the pursuit of traffic without carefully polishing your strength, the dazzling traffic will eventually pass like a meteor passing by the sky. In the end, after the washing of time, the classics that are still widely circulated still have to speak by quality. Just like in these online concerts powered by digital technology, what really makes us cry and are excited are the thoughts and insights brought to us by these classic music works. Behind every popular concert, it is not only the wind of technology, but also the embodiment of the singer's superb strength.
traffic and strength have always been the focus of discussion in recent years. The public habitually divides creators into two categories: traffic and powerful. Through this distinction, it seems that creators with traffic will not have the strength, and creators with talent will not have the traffic. However, is the two really incompatible and there is no intersection at all? The popularity of online concerts and the popularity of "Ancient Singers" tell us that strength and traffic themselves are not contrary to each other. In fact, strength is confidence, and traffic is the icing on the cake. No matter how the times change, strength is our capital to explore the world. Only high-quality works can last forever and remain vital.
Good music creators should have the original intention of starting with music. It is positive to assist new attempts with new technologies and expressions, but the pursuit of music and persistence in art cannot be discarded no matter what. It is true that when we put human pursuit of art and beauty into the logic of economics, there will inevitably be a process of running-in. But traffic and strength are not impossible to coexist. We look forward to and hope that more and more musicians will create more musical works that people like and can stand the test of time with the progress of the times.
Instructor: Zhang Shiguang
