On the night of April 15, Cui Jian’s first online concert landed on wechat video number. One hour after its launch, nearly 20 million people entered the online concert. From the hot show to the end of the return performance, the nearly four hour live broadcast attracted more than 44 million people to watch, with hundreds of millions of likes. This also set a new record for online viewing of recent online concerts and concerts.
Affected by the epidemic and other factors, more and more singers began to try online concerts. Previously, the online concerts of Mayday, Stefanie Sun and Ruoying Liu have aroused a lot of heat. Not only China, but also the global performance market is changing. On December 17, 2021, Westlife, a west city boy, held an online live concert for Chinese fans in London. The concert attracted more than 20 million netizens.
“Online concerts have existed for a long time, but they were not accepted by the market in the past due to technology, acceptance and other reasons. The covid-19 pneumonia epidemic forced everyone to be isolated at home, which made the online concerts enter the public view and complete the market enlightenment.” A relevant person from the performance company said.
According to the previous report released by PwC, in 2019 before the epidemic, the overall value created by the live music industry was about US $40 billion (about 250 billion yuan), while in 2020, affected by the epidemic, this figure was only US $10.4 billion, a significant decrease. At that time, many consumers believed that online viewing could not replace offline experience, and the performance market needed to wait for the epidemic to dissipate.
However, over the first mock exam, consumers began to accept online performance. At the same time, the development of 5g, VR and other technologies also makes consumers better feel the “sense of scene” of online performance.
It is understood that many performance companies have regarded online performance as an important breakthrough in the reform of the performance industry, and continue to make efforts in this regard.
The first mock exam shows that consumers can already accept the mode of online performance, and the huge market of the $40 billion before the epidemic is expected to turn online. Considering that the live broadcasting industry has explored an effective way of commercialization, the market scale is expected to be further expanded.
The performance market moves from offline to online, which will undoubtedly provide huge industrialization opportunities. For example, the arrangement of performance background and performance platform are very important. For example, Cui Jian’s concert was broadcast live through a video number. At the same time, this concert is the first commercial concert of video number. In the previous live broadcast of several star concerts, there was no obvious advertising brand, but Cui Jian’s live broadcast, Jihu automobile as the title brand, and the enterprise logo was very conspicuous under the dark stage background.
Online performance can provide better visual effects, which is related to the rapid development of display technology. It is reported that the shocking screen behind Cui Jian is provided by the Tecnon (Fujian) Commercial Lighting Co.Ltd(300650) subsidiary Tailong vision, which is also the supplier of 720 degree dome space for the Chinese Central Television Spring Festival Gala and the Lantern Festival Gala. At that time, the giant screen dome design integrated the auditorium with the main stage, and the LED screen formed a highly extensible three-dimensional studio space, which was regarded as a display of the Spring Festival Gala touching the “meta universe”.
Interestingly, after the online performance, Cui Jian and host Dou Wentao exchanged views on the spot. Dou Wentao asked Cui Jian whether he would try the “meta cosmic” performance form, such as bringing together musicians from different cities in one performance. Cui Jian said, “I have thought about it, but it may not be fully realized by the current technology. For me, it is very important to keep the sense of scene in all forms.”
The above insiders said that the “meta cosmic” performance form expected by Cui Jian needs technical support. At present, Tecnon (Fujian) Commercial Lighting Co.Ltd(300650) and other companies are actively promoting the iterative evolution of technologies such as XR (extended reality). It is expected that the “meta cosmic” concert will appear in front of the audience in the near future. “This is a blue ocean. In addition to the performance in the future, the visual display of ‘meta universe’ will be the main differentiated selling point of online concerts, and the layout of Tecnon (Fujian) Commercial Lighting Co.Ltd(300650) has taken the lead.”
