Andy Lau's online concert heralds the end of an era. The new business logic will eliminate the three generations of the post-60s, post-70s and post-80s. While online numbers break records, it also means that too many people in the industry chain have been abandoned. It is not our peers that smashed our jobs, but the times.
Let's take a look at the data of this online concert:
live broadcast for 3 hours, 7 classic works, starting with "Stupid Kid" and ending with "17 Years Old". 10 minutes into the broadcast, 60 million viewers; 1 hour of live broadcast, the number of viewers exceeded 200 million, and by the end of the live broadcast, the number of viewers soared to 400 million. Break the platform live broadcast record.
This is actually not real data. There are many people who missed the online concert, and they all regret it. If the promotion cycle and reach rate are longer and higher, the above numbers will soar.
01 The number of online concerts broke records, and the jobs downstream of the industry chain were smashed into pieces This form is still novel and interesting to me." From the special form of
's performance, we should understand the meaning behind this sentence:
has no audience, no applause, no waving arms, no passionate interaction. , for the performer, a bit dull, but "I" willing to try. Because times have changed. Not "trying" doesn't work. Whether you love it or not, you can't compete with the times. On the night of
's Andy Lau's online concert, a large number of people were destined to have insomnia or tears, because their old jobs had been smashed to pieces:
A cried at the event venue. The viewing volume of
400 million means that a sports center that has staged personal concerts such as Andy Lau, Faye Wong, , etc., has a maximum capacity of 40,000 seats for 50 consecutive years according to 200 performances a year (close to the maximum activity saturation). , the venue is full. But the operating income of the once-arrogant venue operator is gone! Since 2020, operators of various commercial venues with serious oversupply have been operating in a bleak situation, and most of the venues have not even recovered the construction cost. Everyone is pinning their hopes on the future, but the change in the business logic structure may only receive "disappointment".
B The ticket channel party cried. No matter how great the
event is, it also needs the strong support of the ticketing channel. In this online music feast, the channel side didn't even have a chance to drink soup, only crying. This is like a game between Gree manufacturers and Hebei distributors. If Miss Dong successfully builds an effective channel for online sales, distributors across the country will stop working.
C The scalpers of small households cried. When
's offline concerts and other activities are booming, if one or two tickets are purchased, the meal money will be available for two or three months. Online, only the big players can get to the poker table. A small family has no chance to even pour tea and water.
D stage lighting security photography camera...cry. The upstream situation of
changed, which directly led to the lack of water downstream. Want to cry without tears. In this change, even downstream service providers such as airlines, hotels, restaurants, and even street food vendors have lost their business.
Whether you accept it or not, whether you like it or not, a new ecology has been formed. The monetization logic surrounding the new social and business ecology has changed. When a new ecology is proved, the old ecology will gradually collapse. This collapse may be instantaneous. When you are still in a daze, you suddenly find that the original business is gone. What smashed our old jobs was not the peers who fought to the death, but the times.
If you still hope to return to offline glory and take hard resistance, this hope is likely to be in vain! When major capitals and platforms have tasted the sweetness of online concerts, capital will not give you offline opportunities. Whether you like it or not, it is what it is!
02 Online concerts are nothing new. In front of the stage are star performances, and behind the scenes are the layout and games of major capital companies.
online concerts are not after the outbreak of the epidemic. Back in 2000, the Madonna tried it out and made historyThe first singer to successfully hold an online concert. But at that time, this model had not attracted the attention of commercial capital.
"The underlying logic of online concerts is to make more money with the least cost, and at the same time, it is a win for all three parties, the platform, the stars, and the fans. When the supply and demand reach a state of balance, this trend is unstoppable." A media analysis.
Let's take a look at the evidence for this conclusion:
In June 2020, VR performance service provider Wave completed a $30 million financing led by Maveron.
At the end of 2020, Wave and Tencent Music Entertainment Group reached a strategic cooperation to enter the virtual concert.
In November 2021, Justin Bieber collaborated with Wave to bring the Metaverse concert.
On May 20, 2022, Jay Chou "Magic Tianlun 2013 Concert" was re-screened online on WeChat Video, Tencent Music, QQ Music , and related topics continued to occupy the first place in the hot search list.
On May 27th, the "Godfather of Music" Luo Dayou 's first online concert with a video number officially opened, with nearly 42 million viewers. At the same time, Stefanie Sun held an online concert on Douyin , which was watched by 240 million people.
In August 2022, Douyin invited Liang Jingru , Zhou Shen , Wang Sulong , Eason Chan and others to sing online in turn.
On September 2, 2022, the online performance of Li Jian WeChat video account received 40 million views. In the field of
online concerts or cloud performances, major manufacturers are all planning and playing games.
Tencent Music's TME live, Douyin "DOULive", Migu Music online concert, Kuaishou "Cloud Party Music Week", Station B "Zhai Strawberry Music Festival"...
See it, the capital is moving, the situation is changing Move, everything moves. Those who can go to the poker table to drink tea and eat a snack are the heads of all circles. Below the neck, there is no food to eat. There is no chance to even serve tea and pour water! this is the truth! The power of
capital also influences the decisions of local governments. "In the report of the 12th Party Congress of Shandong Province, it is proposed to create new advantages in the cultural and tourism industry, improve the layout of cultural industry functional areas, and build a high-standard Qingdao film and television base." In July 2022, Qingdao West Coast New Area workers The management committee of the commission issued the "Action Plan for the Construction of Qingdao Film and Television Base with High Standards", which clearly stated that by 2026, the operating income of film and television and related industries will achieve 12 billion yuan; Provide support for construction and development.
03 Behind the free logic of online cloud performances is a game between big manufacturers. People who eat melons inadvertently pay for
Cui Jian and Jay Chou concerts, one is sponsored by famous car companies, and the other is launched by Tencent Music Entertainment Group. As the exclusive title brand of the concert, Jihu WeChat index is 7.8 million, an increase of 747.45% over the previous day's attention. It is worth mentioning that this is also the first time that the video account has tried to commercialize an online concert, and the results have been quite impressive. Tencent Music also happens to be the copyright owner of Jay Chou's online music playback.
performers do not rely on tickets to rely on sponsorship, and the platform does not rely on tickets to rely on traffic. Once sponsors settle accounts, the conversion rate of online publicity and capture of potential customers is higher than offline, and people who eat melons watch for free. This mode, win more!
For video accounts, Toutiao and Douyin are a huge threat. Therefore, the profit of online concerts is second, and the more important significance is that the use of online concerts to attract users to enter the video account ecology and explore the scene of deep connection between video accounts and social networks is the current focus. For example, games. Ha ha. For Douyin,
does not have the problem of attracting customers, but if you see that competitors are taking action to grab customers, how can you be indifferent? From August 3rd to September 9th, 2021, Douyin will hold 7 "Summer Songs" in a row, bringing Yuding , Hedgehog Band , Summer Invasion Project, etc. in the form of online concerts band specialfield.
Conclusion :
was born in 1961 and has been popular for more than 40 years, and he has followed the rhythm of the times, from film and television to music. But I guess Tianwang never thought that the online concert with "no audience under the stage" would be so popular! This is not a question of willing or not, wanting and not wanting, but the times have changed!
Sixty, seventy, eighty, three generations have caught up with the vicissitudes of the times. Especially after the 1980s, when people reach middle age, they suddenly find that the sky has changed. Where should I go? Times, inadvertently, turned the boss into a person who no one wants to work for. Naruo what?
change thinking, strengthen learning, keep up with the times? Shrink the front, be small, deep, refined, and scarce?
tell me where are you going?
