What did you do on the night of “520”? The answer is: spend romance with Jay Chou’s Ferris wheel 2013 concert online with 7.8 million people.
According to the reporter, the concert was staggered with the live broadcast of “good brother” Liu Fuhong, and there was no compendium of Materia Medica in the concert repertoire.
On May 17, the day when the first quarter financial report of Tencent music was released, Tencent music official announced that TME live had launched the “miracle live replay plan”, and the first program had been determined – on May 20 and 21, Jay Chou’s “magic Tianlun” and “the strongest on the earth” concerts were replayed through platforms such as QQ music and wechat video number. As of 19:00 today, the total number of reservations for the two concerts has exceeded 15 million.
From 10000 to 100 million
At present, the first live online concert focused on in public reports is also on a day related to “love”.
Wang Feng, who has an indissoluble bond with the “headlines”, had a live webcast of his concert at the “peak storm” bird’s nest concert on Tanabata night in 2014 – fans can follow up the live broadcast preparation of the concert on LETV super TV and LETV two days in advance for only 30 yuan (pre-sale price), and enjoy the concert with live fans on the same day. According to statistics, the live webcast of the concert attracted more than 75000 paid online viewing, with a revenue of more than 2 million yuan.
In terms of viewing times, the data of live online concert shows a sharp rise.
In May 2015, Hua Chenyu created a record of 2.64 million online viewers; In August, tfboys set a record of 3.17 million online viewers; In less than a month, according to the statistical caliber of simultaneous online viewing, Li Yuchun broke the record again with more than 5 million views, and pushed the record to 5.66 million in August 2016.
At the same time, the number of live performances is also growing. According to incomplete statistics, after 2014, the number of live performances on Chinese platforms reached thousands in two years.
However, the live online concert once again attracted attention, and it will wait until the penultimate day of 2016.
On December 30, 2016, it was hard to get a ticket for Faye Wong’s “magic music one” concert, but the concert was also webcast on Tencent video. According to relevant reports, Faye Wong’s brokerage company once offered a live broadcast copyright fee of 100 million yuan, but accepted “a very low price” because of “more recognition of Tencent’s platform”.
According to Tencent video data quoted by the media at that time, the total number of live viewers of the concert reached 21.49 million.
In addition, the concert was also broadcast live through VR. Users need to spend 30 yuan to buy an exchange code to watch it. According to the picture at the end of VR live broadcast, a total of 88000 people watched online.
It is noteworthy that the digital Kingdom, which provides VR technical support for this concert, launched “virtual Deng Lijun” using virtual human technology. It once held a holographic concert in 2018 and appeared at the new year’s Eve Party of Jiangsu Satellite TV in 2021.
According to incomplete statistics, from 2017 to 2019, the number of people watching live online concerts was maintained by tfboys, with 118 million, 125 million and 156 million respectively. However, there is no charge for watching these three live broadcasts.
In 2019, the online live concert showed the “gold absorption ability” of hundreds of millions of levels for the first time, which is inseparable from the “fan economy”.
The online revenue of the Chen Qingling Guofeng music concert held that year reached hundreds of millions – even if the live broadcast left only three songs for starring Xiao Zhan and Wang Yibo. At the end of this online live broadcast, which requires a fee of at least 30 yuan (not vip50 yuan), the total number of people in the live room had reached 3.267 million. According to Chutian Metropolis Daily, Tencent video, as a broadcasting platform, easily earns nearly 100 million yuan.
There are also hundreds of millions of users of live online concerts. According to the 44th statistical report on China’s Internet Development released by China Internet Network Information Center (CNNIC), as of June 2019, the number of live webcast users in China had reached 433 million, an increase of 36.46 million over the end of 2018, accounting for 50.7% of the total number of Internet users. Among them, the number of users of live concert broadcasting was 116 million, accounting for 13.6% of the total Internet users, which was basically the same as that at the end of 2018.
While the industry was still discussing whether the live online concert was ushering in a tuyere, the epidemic came unexpectedly.
2020: the first year of online concert
In 2020, due to the epidemic, online concerts have directly become an independent form of performance; Because of this, this year was called “the first year of online concert” by some media.
Initially, due to the disruption of the epidemic, online concerts were still a leisure activity with the color of folk spontaneous organizations. It was not so much concerts as musicians singing through electronic screens one after another.
In February 2020, modern sky took the lead in “testing the water” online music festival and cooperated with station B to “house strawberry is not a music festival”. In May of the same year, the “believe in the future” charity performance jointly sponsored by barley, microblog, Netease cloud music, shrimp music and Tencent music began its first online performance on May 4, with a total of 440 million online viewers.
Driven by this trend, a large number of cloud music festivals and cloud concerts soon emerged. According to the Beijing business daily, some of the projects launched in a hurry have a low overall quality. However, with the in-depth operation of major platforms, the differentiated value of online concerts has gradually become prominent – Online concerts are not temporary substitutes or derivatives of offline concerts, but a cultural and entertainment product with independent content value and commercial value.
On May 31, 2020, the online concert “I suddenly want to see you” held on May Day became a phenomenal event.
Unlike previous online concerts held in small venues or even at home, this one hour long concert was held in the stadium where a large concert was held without any live audience, and all gifts from viewing to painting were free. According to TME live, the show attracted more than 35 million people to watch online.
In fact, it is not new to perform in an empty venue. The Japanese band X-Japan cancelled its scheduled concert in 2018 due to the typhoon, and the tickets were returned to the audience in full. Finally, the band performed in the venue through live broadcast.
Seek direct realization
As online concerts become the general trend, online concerts also begin to look for ways to realize directly.
On April 26, 2020, SM’s superm became the first combination to hold online and pay for viewing. According to SM’s official data, the single pay income of its online concert exceeds 15 million yuan.
In late June 2020, the live ticketing mode began to appear in China, and the dissolution concert of rocket girl 101 was the first: Tencent video member 18 yuan and non member 40 yuan. In addition, Tencent video also launched a group purchase preferential policy, with 5 people buying 12 yuan and 101 people buying 8 yuan.
Looking at the ticket revenue of online concerts, tfboys once again showed a strong appeal. However, because of its high pricing, some netizens believe that this is the “encircling money” of its company.
In August 2020, the seventh anniversary concert of tfboys “sunshine travel” was exclusively launched online on Netease cloud. According to different rights and interests, the ticket price is divided into three grades: 30 yuan, 158 yuan and 860 yuan. According to the data, the number of tickets sold for the seventh anniversary concert exceeded one million, and the highest number of people online at the same time was 786000. According to the lowest ticket price, the ticket sales revenue of this concert alone has exceeded 30 million yuan. In addition, there are many commercial sponsors in the concert, and the front page of the concert also directly sets up the surrounding sales entrance.
In 2021, this pricing model continues. In March, iqiyi official announced the first online concert of the women’s group The9. The ticket price is divided into 139 yuan, 399 yuan and 999 yuan. According to 36 krypton, the price made many fans of Shidai Fengjun call, “Jiang Bin (the chief producer of iqiyi talent show) is harder than Li Fei (the person in charge of Shidai Fengjun)”. In June of that year, the limited group r1se similar to the rocket girl was dissolved, and the price of live concert tickets also rose: the VIP users of the concert were 98 yuan and the non VIP users were 168 yuan, and the validity period was 180 days after the program was broadcast.
Online concerts, which have been lively for a while with “fan economy” as the selling point, gradually disappeared in the second half of 2021.
The online concert of Lin Junjie’s “sanctuary final” held in July was priced at 188 yuan, 238 yuan, 338 yuan and 938 yuan respectively, which also caused the dispute of “high ticket price” on the Internet. Due to the repeated situation of the eighth anniversary of the epidemic, the reason for the cancellation of the boys concert was that the boys concert was cancelled on October 8.
On August 27, the central network information office issued the notice on Further Strengthening the governance of the chaos in the “rice circle”.
Video number has sprung up
On November 24, 2021, the 22nd Meeting of the Central Committee for comprehensively deepening reform deliberated and adopted the implementation opinions on making cultural relics live and expanding the international influence of Chinese culture. The meeting proposed to “strengthen the protection and utilization of cultural relics and the protection and inheritance of cultural heritage, and improve the level of research, interpretation, display and dissemination of cultural relics”.
In 2021, in addition to Tencent, several platforms began to reduce the frequency of online concerts.
According to the Research Report on China’s online live music performance industry in 2021 (hereinafter referred to as the report) released by iResearch in March 2022, the number of offline live music performances and the box office have recovered in 2021. In particular, the total number of performances of the former is expected to exceed 30000, which is close to the number before the epidemicP align= “center” screenshot of 2021 China online live music performance industry research report source: iResearch official official account
According to the statistics of the report, in 2021, the number of online concerts held by Tiktok, Netease cloud music and modern sky is 0, 3 and 4 respectively, while for Tencent music, this number is 56 The report pointed out that Tencent music “leads China’s mainstream platforms in terms of quantity, scale and variety, and becomes the leader of China’s online live music performance”.
Unlike previous online concerts, which were mostly broadcast live on relevant music or video platforms, the “popular” online concerts from 2021 to now are basically broadcast live through the video number that began internal testing in January 2020.
For the live broadcast of online concert, video numbers have made frequent efforts since December 2021.
On December 17, 2021, Xicheng boy’s “love crossing mountains and seas” online concert was staged in the video number, setting a new record for live broadcasting of the video number. Among them, the highest number of people online at the same time is 1.5 million, the cumulative number of viewers is more than 27 million, and the number of likes is as high as 164 million. On the eve of the new year, more than 14 million people watched the concert on the antenna in May. According to the statistics of Caijing Tianxia weekly, musicians such as Zuo xiaocurse, Wutiaoren and Zeng Yike have also carried out “online concerts” on the video number platform.
Since March 2022, the video number has been “out of circles” on three different scales.
For the first time, it was related to the epidemic in Jilin, Shanghai and other places. On March 31, the video Number “tudimusic live” conducted a live broadcast for 10 hours, with a total of 11.26 million views, 5.27 million likes and 1.5 million sharing in the circle of friends. It is noteworthy that this live broadcast did not undergo any pre heating.
The second time was the “super clear restoration version of Zhang Guorong’s 2000” heat · love “concert” on April 1. The online concert was “staged” on Tencent’s multiple platforms such as the video number. The data of the video number is: the total number of views reached 17.4 million and the number of likes reached 38.78 million.
On April 15, Cui Jian’s “continue to be wild” online concert, which was exclusively named by Jihu automobile, caused the group of friends to brush the screen. More than 500000 people made reservations before the show began. The whole live broadcast attracted more than 46 million people, with more than 120 million likes, which once again set a new record for watching the live concert on wechat video.
A series of “screen swiping” events of wechat video number make 2022 also known as “the first year of brand cutting into online performance and event marketing”. In the article “behind the screen brushing of Cui Jian’s video Number concert: the new hot search of event marketing” released by titanium media in April, the author Wu Huiyi said, “taking the video number as the starting point, online performance is no longer a transitional way of entertainment, but turns from this role and builds a ‘virtual stage’ involving popular content, brand marketing and the music industry.”
Just one month after the voice fell, the wechat video number, which was described by Tianfeng Securities Co.Ltd(601162) as “the last ticket of Tencent in the era of short video”, ushered in “big action” again. This time, the effect will be geometric?
