The hot traffic password of online concerts: "pure" and "classic"

On the evening of September 9, 3-year-old Andy Lau held an online live broadcast of "Sing Me to You" on Douyin, and the live broadcast lasted just over two hours, which made the number of viewers exceed 61 million that night, setting a new record for online concerts.

Andy Lau started the live broadcast with a familiar song "Stupid Child", and then sang classic songs such as "Ice Rain", "It's Not a Sin for a Man to Cry", "Love You for 10,000 Years", and finally ended perfectly with a song "Seventeen Years Old".

On August 8, Eason Chan also held the "EASONair" online music radio station on Douyin, and the number of viewers reached 19 million times in the one-hour live broadcast, far exceeding other types of live broadcasts.

On the evening of August 8, Liang Jingru's Douyin online concert "Summer Song Party" was watched by more than 29 million people; On the evening of September 2, Li Jian's online video online concert attracted more than 9 million views and more than 2 million likes.

Since the epidemic, it is no surprise that online concerts have been held, but from the enthusiastic response of the audience this time, we can also see that the current online concerts must have something more than usual. At the same time, the number of viewers also reflects that this approach is desirable.

Compared with the previous online concerts, the current online concerts still show some different characteristics than in the past.

From the content point of view, the overall style is more inclined to the "nostalgic + classic" model.

From the point of view of form, it is more obvious that it is free, and the whole thing is more pure, more "high-end", and the way to make money is more obscure

On August 2020, 8, NetEase Cloud launched the TFBOYS "Daylight Travel" 22th Anniversary Concert, the number of tickets sold exceeded one million, of which the lowest ticket price was 30 yuan, the highest was 860 yuan, and the peak number of online people at the same time was 78,6 people, even if the lowest ticket price was calculated, the organizer still had more than 3000 million yuan in ticket revenue. In July 2021, Lin Junjie's "Sanctuary FINALE" online concert was held, with prices of 7 yuan, 188 yuan, 238 yuan, and 338 yuan respectively, which caused controversy on the Internet about "high ticket prices" and "cutting leeks", even if fans shouted "I can't stand it".

From the recent point of view, many concerts and concerts are promoted in a way of greeting old friends, and the traditional entertainment that everyone is familiar with is diluted or even abandoned in the middle-Cha Fan, so that everyone's attention is focused on the singer and the song itself, and the same is true on the formal occasion of the concert, the audience's viewing experience has been greatly improved, there is no gift and no list, only pure enjoyment of music. Behind the free viewing, the sponsor who gave the funding has received hundreds of millions of direct traffic exposures because of this live broadcast, and the broadcast platform has also received very considerable promotion. With their enthusiasm, the audience affirmed this way of operating.

Why it's important?

User side:

Due to the impact of the epidemic, people's entertainment methods have been restricted. It can be seen from the popularity of online concerts that people's love for music is beyond our imagination. And the same chain effect caused by the epidemic, people seem to have become more nostalgic for the past and cherish the classics. Therefore, the combination of "nostalgic style + classic" is still the traffic password of the audio-visual industry in this period. The audience's love for the works of the past, especially in the pop music industry, seems to have surpassed the works of the present.

Industry side:

1. The audience has a greater sense of involvement. When the platform warms up the concert, it can allow the audience to participate in the list, call, etc., and when it reaches a certain value, the singer can complete a certain wish of the audience, and at the same time, there are also sharing activities such as allowing the audience to leave messages for their favorite singers, which further shortens the distance between singers and fans, plays an active role in the platform, and increases the viscosity of fans and the favorability of the platform to a certain extent.

2. The concert has a lot of personal sharing about the singer, which makes the audience know the singer better, enriches the singer's personality image in the hearts of the audience, increases the sense of art, makes the whole concert more pure, shortens the distance with the audience, and increases the audience's investment.

3. Diversification of profit methods, with the title sponsor paying for the entire online concert, the audience can enjoy high-quality free viewing, thereby lowering the viewing threshold, increasing the number of audiences, and further increasing the brand exposure of the title sponsor, forming a win-win situation in a certain sense. The platform has gained active users and popularity through the online concerts of well-known stars, the organizers have gained a lot of exposure, and the audience has obtained a high-quality audio-visual experience.

From the above analysis, it can be seen that this new operation model of online concerts has great potential, and at the same time, its profit model also has room for further exploration. In the future, there will be more diversified and mature online concerts, making it a new entertainment model. However, some viewers said that the online concert is more like an "on-site carnival", and many viewers only learned about it after the major media reports after it ended, because how to expand publicity on various platforms is also an area that can be improved.

Reflections on the entertainment industry

1. For well-known IPs or creators, you can try to use this title method to invite or link to hold special programs or sharing meetings, weakening the previous noisy publicity links, but on the premise of ensuring the purity of the program (many title programs do not do this), in the case of creating a theme that is free to play, through the way consistent with the tone of the work.

2. The music market has huge potential, learn more about Douyin's online concert holding method to attract users for its own platform.