Introduction: is a market test in the name of "selling tickets" and is also a pioneer experiment in the mapping industry.
article | Lihe
"There is a hard rhythm that needs to be mentioned. I think selling tickets is a must." The planner Liang Long established the rules for this live at the beginning, and the planner Xue Zhiqian also expressed his approval of this mechanism: "Really selling tickets depends on everyone's ability." Although the box office was sold out in the end, it was appreciated by every musician The number of visitors who came to the event varied greatly, and apart from the smell of gunpowder, the true cruelty of the market was evident.
Recently, Tencent Video’s self-produced variety show "Run to!" "Ten Thousand People Live" is online. Different singers/bands compete on the same stage to bring wonderful performances to the audience. In the next few months, they will also continue to perform on the spot and accumulate popularity. They will be tested online and offline to truly restore the differences. The whole process of musicians being "selected" or "forgotten" by the audience.
Come to a "ticket selling experiment",
Real logic can better test the market appeal
"fine band, 155 votes."
When the planner Xue Zhiqian announced that the third place in the number of tickets sold, the two members of the fine band were obviously disappointed Get up, because this is obviously not an ideal result for them who are relatively famous. They said, "Our tickets in Guangzhou are all sold out in seconds" and "This number obviously does not meet expectations." The cruelty of the market is materialized at this moment, and past results will always be refreshed with performances again and again.
The story the audience sees is the real market. In the process of selecting all the musicians, the logical clues that drive the program forward are highly consistent with them, and more exciting highlights are constantly being generated. In "Go!" In "Ten Thousand People Live", "tickets" are embedded in the narrative logic of the entire program, and "how many viewers are willing to buy tickets for you" is implemented. All new scenes and new challenges are naturally maximized. presentation.
Today’s offline music market is highly competitive, and musicians face more complex challenges. They also need to verify their attractiveness and viability through ticket sales experiments. "Run to!" "Ten Thousand People Live" takes the "ticket selling experiment" as an innovative model, tests market appeal through real logic, and seamlessly connects musicians' performances with market demand.
in "Run to!" In "Ten Thousand People Live", the choice and development of each musician is inseparable from the market test, which is naturally revealed in the program. The integration of this "box office experiment" makes the interaction between program audiences and musicians more consistent, and subtly integrates market demand into program creation and presentation. For example, although the band Supper Moment has a high influence in the Greater Bay Area, its box office performance in other regions has been "dismal". Their underlying motivation for coming to the show has become more convincing: "There may be more than 10,000 people in Guangdong, but in Beijing There may only be 20 or 30 people in a performance, but no one really knows about us, so we want to use different forms to broaden our audience. "
Among the top three musicians with the most initial ticket purchases, fine band and When the conversion numbers of the supper moment (referring to the "most valuable ticket number" minus the "number of votes purchased for you" voted by the audience again after the performance) were all positive, Guo Guanting, who ranked first, lost 32 votes. In fact, it is very bold to choose to use this method to put the real behind-the-scenes stories in front of the audience, and to apply the thinking of a plot reality show to offline live performances; and the telling of these stories runs through the entire program, which is very extreme. In a sense, what it has accomplished is not only a re-exploration of China's offline music market, but also a re-innovation of reality show thinking in program expression.
Direct dialogue with the industry,
real emotions allow the audience to see love more
How long does it take to go from a livehouse to a stadium with 10,000 people? What kind of real test does it need to go through?
In the past year or so, the offline music market has continued to recover, ushering in the long-lost spring. But "Spring Breeze" doesn't seem to be warm enough to livehouse, which is regarded as the "cradle of debut" of the band. The main reason is that its unique positioning no longer attracts big-name musicians, resulting in a decline in audience attention.How to further unleash the vitality of each offline music market type? Some viewers said, "The biggest advantage of listening to live house live is the sense of relaxation. The audience can communicate freely and get closer to the singers and bands. Maybe a lyric can ignite the scene."
"We are listening to speakers, what do we get at the scene?" "It's like that" "Simply the most oppressive band" "Too scary"... When Cynic brought a song "Genius Artist", the stage was completely set off with shouts of "continue admiring yourself at the bottom of the well", and also with 100% Echoes won the chance to interact during the encore and ended up with 176 conversions.
《Run to! "Ten Thousand People Live" not only has a fierce competition mechanism, but also creates an open and diverse stage environment. In the current music variety show market, we have rarely seen a program that is so fun - a mix of elements, a collision between generations, and a trendy format. It puts a large number of different musicians and music presentation methods in front of us, just like Planner Liang Long describes himself as a "salesman" who provides musicians with the most direct resources. This is the most powerful support behind "thousands of people rushing to attend".
Specifically, the versatility of musicians is more vividly demonstrated in the program. From Wang Jingwen to Tang Hanxiao, and from Sun Tianyu to fine band, each of them has a label that is significantly independent of others, but they are also in the program It constantly breaks the labels that are familiar to the public and shows the diverse features of the music market. Planner Xue Zhiqian showed an interesting phenomenon: he can sing love songs and play rock and roll. The diversity of music has not erased his strong personal characteristics, but has continuously made his personal aesthetics widely accepted in the popular field. This tension seems to be the key for musicians to maintain a foothold in market competition.
Because it is "real" enough, the program provides the greatest degree of freedom in artistic creation. The ideas of the director team take a back seat, and the musicians need to be responsible for the audience. This direct communication gives them more opportunities to follow their inner artistic expression. In-depth cultivation in this "test field" of the offline music market was born not only from the horizontal competition of "winning more box office", but also from the self-growth of "inward breakthrough". These attempts are also pushing the entire industry to develop in a more diverse and open direction.
When Datou put aside his baggage and walked into the audience, he had to face the "cold moment" caused by the silent performance of the microphone; when the fine band shouted their famous song to the audience, they neither wanted to be defined by "Breathe Decision" Faced with the dilemma of "unpopular" new songs, the "first performance" prepared by the host Lund.won with all his strength was full of problems, and unexpected events further demonstrated the charm of "live". "Run to!" With its open and diverse program design and true emotional display, "Ten Thousand People Live" builds a platform for direct dialogue between musicians and audiences, explores the infinite possibilities of musical expression, and leads the music industry towards a more dynamic and innovative future. .
remains a "pioneer" in the industry response,
real innovation makes genre breakthrough more effective
In the current highly homogenized music variety show content market, how to break out of tradition? "Run to!" "Live with Thousands of People" is presented with its authentic and innovative program format and content. While emphasizing the value proposition of pursuing authenticity, it effectively promotes genre breakthroughs by exploring trendy things and bringing freshness to the audience, and provides musicians and audiences with a full A stage to express and release your personality. When Maria, Samuel and Zhong Yi Blythe became intruders at the press conference, the "uncontrollable" surprise of the show was amplified.
《Run to! "Live with Thousands of People" is not only a music program, but also a pioneering experiment. Real values are conveyed through live performances. While pursuing a sense of experience, the program also focuses on real innovation, presenting a novel, warm and unexpected live music experience to the audience. When the special planner Liu Yuxin kept introducing various professional terms such as "train driving" and "platooning" to the audience at the popular science music scene, he also kept dancing with the atmosphere, integrating his concepts of innovation, communication and immersion throughout the entire program.
As you can see, this program is a short and concise pioneering experiment in the variety show content market. It has brought vitality to the music variety show and even the offline music performance market, bringing many warm, unexpected, and real things. About the audio-visual enjoyment of the music scene. "Run to!" "Live with Thousands of People" breaks out of the framework of a music variety show focusing on studio performances. It is no longer just a presentation of conflicts and stories in the studio, but has advanced to a deeper social practice, strengthening attention to the development needs of the music industry itself. .
"I don't believe that every singer is mature when he comes up. I hope that all our students can formally face this matter and have a sense of awe for music." When Xue Zhiqian acted as a "quality check" in the show "member", constantly using his professionalism and experience accumulation to help more musicians "navigate", which in itself is a detailed description of "what the music industry should be like".
In general, from concerts, music festivals to concerts, offline music performances attract countless music lovers and create huge box office revenue and cultural influence. Tencent Video "Run to!" Thousands of People Live” achieves a new connection between people through innovative music expressions, program model clues, and deeper market insights.
