To say what the "post-80s" and "post-90s" have been doing in the last two nights, the answer may be very consistent, that is to Watch Jay Chou's concert online.
Over 100 million people watched the two concert videos a few years ago online. Behind the social media screen bullying list, Tencent music and video number once again made a big move.
two days' hot search of "bully list"
"The sky is blue, waiting for the misty rain, and I'm waiting for you. The smoke curls up across the river for thousands of miles..."
For two consecutive days, the online video replay of two Jay Chou concerts attracted more than 100 million online carnivals, and triggered a wave of "post-80s" and "post-90s" yearning for youth.
In fact, the total number of bookings has exceeded 15 million from the official announcement replay on May 17 to the official start of the first performance. According to incomplete statistics, on May 20, the replay of "magic Tianlun 2013 concert" was launched. Before the official start of the concert, more than 7.6 million people had made reservations. Relevant topics rushed to the microblog hot search in a short time and continued to dominate the list. The number of viewers on each platform exceeded 50 million.
The attraction of "the strongest surface" on the second day is to further surpass "magic Tianlun". The reporter noted that only 20 minutes after the replay of the concert on that day, the TME live wechat video number has shown that 4.357 million people have "seen", while the number of "seen" exceeded 4 million when the "magic Tianlun" of the previous day was broadcast to the 50th minute.
As the youth memory of a generation, the replay of the two concerts set off a frenzy on social media, and related topics quickly topped the hot search of major social platforms.
Interestingly, due to the six-year interval between the two concerts, Jay Chou, the "strongest on the surface", showed signs of getting fat when he was re screened the next day, compared with Jay Chou, who amazed the whole network with his abdominal muscles the night before last. In the barrage, some netizens joked, "it's only one day. How much milk tea have you drunk!"
As the pinnacle of Jay Chou's concert, "magic Tianlun" and "the strongest on the surface" had swept the concert market offline. Data show that the global tour of "magic Tianlun concert" started in 2013 has a total of 76 performances, which took two years and seven months and attracted 1.8 million visitors.
From 2016 to 2019, the "strongest concert on the surface" toured 120 times in four continents: Asia, Australia, the Americas and Europe. It was hard to get a ticket.
At the moment of the epidemic, the two re screenings not only made countless viewers miss their youth, but also shed tears again. Some netizens said with emotion, "I really want to go back to the days when I don't have to wear masks!"
online concert is booming
The replay of Jay Chou's concert once again made the market feel the influence of top stars as a "social bomb".
In fact, since the live broadcast began to break the circle fire in 2020, the live broadcast of top stream stars has become the "core resource" competed by major platforms. Jay Chou joined forces with the Kwai to make his live broadcast debut on the Kwai platform.
Jay Chou Kwai live broadcast
According to the data, Jay Chou's live debut was only 10 minutes old, and the total number of viewers in the live studio exceeded 42.6 million. Finally, the total number of online viewers exceeded 68 million. In addition, Andy Lau settled in Tiktok and started live broadcasting, which once attracted wide public attention and produced a screen brushing effect on social platforms.
Behind the popularity of music stars, online concerts are also gradually rising in the epidemic era.
According to media statistics, in the past two years, in addition to TME live under Tencent music, other Internet platforms have also arranged online concerts, including Tiktok "duoulive", Migu music online concert, Kwai "cloud music week", station B "house strawberry Music Festival", etc.
In more subdivided industries, as early as the end of April 2020, Netease cloud music announced the launch of "lighting up the scene action", fully opened live live music support, and increased the size to help original musicians.
According to the activities at that time, Netease cloud music, together with high-quality venues and places across the country, as well as performance teams and other industry parties, provided 100 high-quality live performances and paid live broadcasting support for original musicians who signed up for participation.
This mode is the first to open the paid live music mode, which has opened the commercialization era of online performance.
According to a musician, under normal circumstances, for pure live house performance, the ticket price ranges from 80-180 yuan and the audience size ranges from 1001500 people. The final box office revenue ranging from 10000 yuan to 300000 yuan is generally divided by the band / musician and livehouse according to the proportion of 7 / 3. "If 3000 people pay to watch online, it is equivalent to holding a theater performance."
According to the Research Report on China's online live music performance industry in 2021 released by airy consulting 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 epidemic.
video signal works secretly
Of course, behind the great success of this replay, there is another force that can not be ignored, that is, the low-key wechat video number.
Different from the cognition of many people, the reporter learned from Tencent that the core subject of the internal planning team of Jay Chou concert is not QQ music, but wechat video number.
The reporter noted that Zhang Guorong's concert was re screened on April 1 this year, and wechat video number is also one of the live channels.
This is a meaningful design.
"A very important element of online concert is the sense of interaction. It needs a community atmosphere." An insider believes that unlike the offline concerts with expensive tickets and limited places, the online concerts can accommodate millions of audiences to listen together, but how to create an "atmosphere" is crucial to the success of the concert.
The core of the atmosphere is the frequency of social interaction. The text represented by "bullet screen" has become the most important interactive way of online concert.
"The characteristics of large capacity and high interaction of online live broadcast provide a carrier for the audience's emotional expression." The source believes that when the audience's emotional barrage scrolls in real time on the screen, the audience's emotional resonance has also been pushed to a new height.
Wechat, which has a huge number of users and acquaintance community, also has an unparalleled advantage, that is to make these emotional links naturally have a faster radiation path, and generate a strong social chain reaction through circle of friends forwarding and other means. "It can attract more people to express their feelings more quickly." The aforementioned person added.
Video number is growing quietly and rapidly, and every large-scale concert gives the outside world a glimpse of its strength.
Looking back on the previous rounds of live broadcasting participated by the video number, we can directly feel it. More than 17.4 million people watched the replay of Zhang Guorong's concert; Xicheng boys' concert exceeded 27 million; Cui Jian's concert exceeded 46 million; Even the mayday concert scheduled for the new year's cross year period of "immortal fight" also got a good score of more than 16 million.
According to the data, by the end of 2021, the number of wechat video Number dau (daily active users) has exceeded 500 million, with a per capita use time of 35 minutes, and the basic disk is very considerable. "Among them, the popularity of live broadcasting of music types has sprung up, which is very noteworthy." The aforementioned insiders added.
