©Mirror Entertainment Original
Text丨Li Zijiu
Edit丨Li Qianxue
Now watch online performances again. This new thing that has developed rapidly in a special environment is likely not just a "substitute" offline.
On the evening of September 26, Wei Ruxuan held his first online concert - "Love in the Evening" on NetEase Cloud Music . Originally, the "Evening Lover" concert was planned to be held in Taipei Dome in July this year, but was later forced to be cancelled due to the epidemic. It was not until NetEase Cloud Music reached a strategic cooperation with many music artists that Wei Ruxuan hit it off with NetEase Cloud Music and introduced "night lover" to LIVE on the cloud.
It is worth noting that "Love at Night" adopts the outdoor + indoor presentation method, and continuously connects the entire audience with a distinct cinematic visual language such as close-ups, close-ups, long shots, etc., and uses the help of multiple scene switching to adapt to the audience's emotional transformation to build a new "immersive experience" scene.
That night, the peak popularity of this LIVE in the NetEase Cloud Music live broadcast room once reached more than 1.5 million. In the scrolling comment section, the audience kept sighing like "This scene is so beautiful", "The Godly LIVE", "The movie-like texture". "Love at Night" can be highly recognized by users, and it also reflects from the side that NetEase Cloud Music's "understanding users" in daily promotions, playlists, music reviews, communities, etc. are gradually penetrating into the new energy field of online music performances.
From this perspective, the online music performances that have been rapidly iterated this year, including from simple live broadcasts of the bedroom music festival, to building a stage to creating an offline atmosphere, and to the current movie-level texture, are actually constantly exploring online music performances that are truly suitable for the Internet context. The "evening lover" that NetEase Cloud Music participated in the planning in the early stages, invisibly completed the transformation of LIVE on the cloud from simply replicating the offline line to exploring its own unique expression. At present, it is an effective attempt to explore the future development direction of online music performances.
Multi-scene construction of movie-level immersion
Unlike previous "shocking" stage scenes built with the help of lighting and visual effects in online music performances, the tone of the entire performance of "Love at Night" is quiet and soothing.
cloud LIVE starts, and the live broadcast puts the first perspective from the audience's perspective. Under the camera, a door slowly opened, followed the camera into a deep path among flowers, followed the song, and in a garden full of plants, Wei Ruxuan and the guitarist sat on both sides of the table, singing quietly. It's like an afternoon when you let your mood flood, the sun and the wind are so gentle.
. In the selection of songs, Wei Ruxuan sang "Mr. Seagull, I Love You", "You, You", and "Snickering", either ethereal, fresh, or affectionate, all of which were telling through music, which fit the audience's mood.
Then, a long shot was pulled from the "garden" to the "retro bathhouse", and the audience's emotions created by the atmosphere also changed from quiet and quiet to lazy and comfortable. The sexy and playful "Monroe" and "Bubbles" that delicately savor girls' emotions, etc., have a different flavor in this slightly contemporary "bathhouse". After a few songs of
, the LIVE scene on the cloud once again turned to the "Bao Book Zone" with the long shot, just like the live version of the background music "I don't know what the next song will be" when reading. The intersection of investment and music can always bring out sparks. With the emergence of melodies such as "Where Are You" that talks with another world, "Accompanies You" and "Good Night" that spreads a sense of healing, and "Mi Ren" that combines a wonderful rock style, her own changing musical style constantly explores the points of fit with the audience's emotions in the sense of atmosphere created by switching multiple scenes. In the live broadcast of
, Wei Ruxuan called this cloud LIVE MagicHour (Fantasy Moment).The entire concert was enhanced by the light purple filters. In addition, the camera mainly focuses on close-ups and close-ups, recording the entire performance. Even during the last song, the scene of the band packing up things was broadcast live in real time, and the audience seemed to be standing around. The audience's feelings and emotional changes are conveyed to "her opposite" in real time through comments, likes, and small gifts, which makes it easier to feel immersive.
It can be seen that the cloud LIVE, which NetEase Cloud Music participated in planning, broke out from the previous thinking limitations of the transformation of concerts from offline to online, but started from the audio-visual advantages of film and television and live broadcasts themselves, and structured the scenes with the lens language that the audience is more adaptable to, and rely on technology upgrades to ensure the smoothness of live broadcasts and the texture of music.
Its breakthrough is that the platform uses the media to extend people's vision, hearing and even touch to bring the scene closer to the greatest extent. The film texture presented is actually to find a "new expression" form of online music performances. This form is not a replica of the offline "restless" and "familiar" atmosphere, but based on the musical characteristics of the musician themselves, it uses "small scenes", "close shots" and "strong interaction" to dissolve the sense of distance, and ultimately brings the audience an immersive cloud LIVE experience.
"Connection" triggers the butterfly effect
In fact, the emergence of every energy field in the Internet era is essentially about reaching a certain connection. Online music performances are developing rapidly now, and so is it.
Since the beginning of this year, putting aside the accidental influencing factors of the epidemic, the reason why the value space of online music performances has been reexamined is that this form of performance reaches a "connection" between musicians and a brand new performance model.
Specifically, "Love at Night" itself is an offline performance project that once "dead". Later, NetEase Cloud Music suggested holding an online music performance and deeply involved in the planning of the entire project, which led to the later Cloud LIVE. In this process, NetEase Cloud Music, based on its understanding of music and users, and in-depth communication with Wei Ruxuan's team, finally presented a new form of performance.
This means that the music platform has begun to explore more possibilities in the development of online music performances with musicians. As the influence on the "cloud" continues to be released, the platform has opened up a brand new performance scene for musicians, and it is connected to a consumer group that does not completely overlap with offline. From this perspective, online music performances are not a short-term offline "substitute", but a new business model.
On the other hand, the content and channels provided by online music performances are still the ultimate achievement of the "connection" between musicians, music and audiences.
According to the data of the "Generation Z Insight Report" released by QuestMobile, NetEase Cloud Music has obvious advantages in terms of the proportion of Z-generation users and active penetration TGI. As a gathering place for young people today, NetEase Cloud Music’s exploration of “new things” is easier to splash in the platform’s user base, helping online music performances quickly establish a user base.
More importantly, NetEase Cloud Music has long formed an absolutely leading music community advantage since its development. Based on its two major characteristics of "understanding music" and "understanding users", the platform's user-friendliness in detail design, as well as personalized recommendation mechanism and social attributes, the aggregated user group is based on emotions, and has stronger activity and user stickiness. They are not only willing to spread, but also dare to express themselves.
"Evening Lover" Cloud LIVE Before it was launched, NetEase Cloud Music took advantage of its promotional and platform advantages to expand the influence of "Evening Lover's online concert among users, and used the online live broadcast reservation channel to accurately locate the first batch of target audiences. Under the emotional connection strengthened by the music community, when the platform pushes high-fitting music content to the user's reach, the conversion rate and "secondary communication" probability are correspondingly greater.
It can be seen that platforms such as NetEase Cloud Music are becoming the connection points between musicians and online performances, and music and users.The "connection" value shown by the platform among the three is affecting the establishment and growth of a new business model.
The rapid iteration of online performances
At present, online music performances have entered a period of rapid development under the catalysis of the epidemic. Although it has been less than a year, its rapid iteration development momentum cannot be ignored.
As an early entrant, NetEase Cloud Music went from "Yun Village Bedroom Music Festival" and "Hard Field LIVE" to later "Believe in the Future" online charity performances, "Light-up Live Actions", and exclusive online concerts of artists such as Soda Green, TFboys, Pan Weibo, Wei Ruxuan... The platform's online music performance layout witnesses the entire iteration process of this track.
Initially, online performances were spontaneously organized by musicians, and most of the venues were limited to the bedrooms and sofas in their homes, and music equipment, visual effects, etc. were relatively simple. Later, record companies entered, live broadcast platforms and mainstream music platforms successively ended, and online music performances gradually transitioned to the stage of restoring offline performance scenes. The performance content was mainly shocking scenes and restless music.
Nowadays, with the number of online concerts and concerts gradually increasing, first-line artists and even "super traffic" artists have also begun to explore the online market, and the driven talent chains such as visual effects, radio, and arrangement have radiated to a larger range. In addition, the music platform has deeply participated in the integration of industry resources, and online music performances have gradually presented more high reputation stages in the two-way upgrade of content + technology.
iMedia Consulting Data shows that as of June this year, the "Light-up Live Action" initiated by NetEase Cloud ranks first with 75.3% of user preferences; not long ago, at the TFboys 7th anniversary "Sunlight Travel" concert, the platform used multi-camera, large bandwidth, high-definition and other technologies to present a different stage with high fluency; and now, in the "Day Lover at Night", Wei Ruxuan and his team arranged most of the songs in a brand new way, and presented a movie-level texture. The sound of "Divine LIVE" in the live broadcast room is common...
As the influence of online music performances continues to be released, this new consumer group has been quickly settled down. According to iMedia Consulting, in the first half of 2020, the user scale of China's online music performance market exceeded 80 million. And among this rapidly growing user base, Generation Z shows stronger recognition of this emerging entertainment method.
is reflected in the specific data performance. Previously, the total number of viewers in the "Yuncun Bedroom Music Festival" in one month was launched, the total number of viewers exceeded 16 million; during the live broadcast of Pan Weibo's new album's first concert, the audience gave out a total of 480,000+ clouds; while the Soda Green "Clone Orchestra" Yu Dingshi, whose "FOLLOW ME Concert" debuted at LIVE, and the cumulative number of viewers exceeded 2 million... It can be seen that NetEase Cloud Music, which is a large-scale young people, has been hard to ignore the consumption driving of young people's online music performances.
In this process, the outline of the business model of online music performances has gradually emerged. Previously, NetEase Cloud Music was the first to launch the paid mode in the country in the "Light-up Live Action". This online performance event, which is 100% paid live broadcast income by musicians. As of August 16, a total of 41 groups of musicians have completed 18 music "cloud performances", with a cumulative viewing volume of more than 25 million, and the commercial value of online performances has a clearer reference.
Recently, NetEase Cloud Music once again explores the commercial space of online music performances with TFboys' seventh anniversary concert. That night, the number of online participants at the concert exceeded 786,000, breaking the world record of paid online concerts, and once again verified that the online music performance industry has huge commercial value, which is also the basic support for the sustainable development of online music performances in the future.
Overall, from the continuous renovation of online music performance content and the gradual improvement of talent chains to the fermentation of influence driven by the gradually increasing scale of consumer groups and the initial emergence of business model outlines, it is not difficult to find that the continuous exploration of NetEase Cloud Music’s online music performance market is accelerating the construction and improvement of the industry industry chain, and continuously promoting this new business model to enter a larger energy field.
Mirror Entertainment (ID: jingxiangyule) Original article
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