"Cloud Performance" rises, an AB face of a new consumption new scene | Cultural observation

Cover news reporter Xu Yuyangtu analyzed the network

As an evergreen tree in the entertainment industry, Andy Lau won the prize and has also broke the music record many times. No surprise, on the evening of September 4, Andy Lau's "Singing me to you to listen to" online singer association in Douyin again broke the online performance traffic record again. According to the platform data, the number of online viewers has reached 130 million online half an hour after the performance, and the number of viewers exceeded 350 million, which is the highest traffic data for a single online performance.

September 3 Andy Lau Online Singing Friends Association

Since the epidemic, cloud performances have continued to work. Especially in this year, platforms such as Douyin, video number, QQ Music, Netease Cloud Music have taken out killers. In August, Douyin opened the summer song meeting. Zhou Shen, Wang Suzhen, Liang Jingru, and Eason Chan took turns to sing online, and almost all weekends were contracted. The video number has risen from last year. With the strength of Tencent's strong resource advantages, it has successfully created a number of "weekend carnival": from Leslie Cheung to Jay Chou, from Cui Jian to Li Jian.

After the top singers who won the love appeared on the line, the cloud performance seemed to be becoming a new normal and new consumer scene.

One weekend three major IPs, the national cloud entertainment

This weekend in early September, all the people of Chengdu. Can't get out of the door, but the "love" Chengdu people did not panic. Because cloud entertainment methods are dazzling, there is always one suitable one.

On the evening of September 2nd, Li Jian held an online concert in the video number. The number of live reservations was 930,000, and the number of viewers broke 10 million in 40 minutes, and the overall traffic was 36 million. "Music Poet" Li Jian brought the beauty of early autumn to fans across the country.

On September 2, Li Jian staged a concert

On the evening of September 3, Andy Lau held an online singer meeting on the Douyin platform. At 19:55, the live broadcast has not yet started, and 30 million people wait online. After half an hour of live broadcast, the number of online people exceeds 100 million. At the end of the performance, the number of viewers has exceeded 350 million, refreshing the record of the current online performance meeting.

On the afternoon of September 4th, Eason Chan's "The Orphan" was the first singing in the world. Although there was only a song of a song, a large number of fans had poured into the hope before Eason Chan's performance. , Half an hour has exceeded 3 million, and the number of Weibo topics has more than 30 million.

Beyond the concert, friends who like to play drama, symphony and other elegant art can also find entertainment space. In September, the 13th China Art Festival will be held in the three places of Beijing, Tianjin, and Hebei. At present, the festival has officially opened. During this period, outstanding stage art from all over the country will perform and perform online live broadcast. On the evening of September 1st and 2nd, the cover news online cloud performance column "The cover was started", and the Sichuan Excellent Sichuan opera "Grass Shoes County Order" participating in the Chinese art festival was broadcast live. Two nights viewers exceeded 120 Ten thousand.

In July 2020, Eason Chan performed a concert

Four forms, bringing different perceptions of cloud performances

In April of this year, the "2021 National Performance Market Annual Report" released by the China Performance Industry Association showed that although the performance market in my country in 2021 was 41%year -on -year from the 2019 epidemic, compared with the same period of 2020, it achieved close to 30 to 30 %Of the growth, one of the heroes in it, is the digital new consumption scene and new experience brought by online cloud performances, which has driven the "recovery" of the overall performance industry. Although it is still facing difficulties, the increasingly outreach of the cloud performance has made the performance industry in 2020 see huge hope.

At present, cloud performances have a variety of broadcast forms. The first is the synchronization of online and offline. Many performers have tried before the epidemic to meet the viewing needs of some audiences who cannot reach the scene or cannot bear the high tickets. For the performance, some income can also be increased. For example, Wang Feng's concert held in 2014, the offline place was held in the Bird's Nest, but at the same time, he also opened the online synchronous watch mode. The fare was 30 yuan, the purchase was about 75,000, and the online sales exceeded 2.2 million.

The second is the live broadcast mode of non -audience or a few audiences offline. After the epidemic, gradually emerged, and the performance party built an offline stage. The performance staff performed on the spot and played to the audience through the live or recording mode. This is currently the most commonly used models of major platforms. This is the same for Li Jian, Luo Dayou and Andy Lau.

In addition, relying on strong scientific and technological means, some platforms are also trying to completely break off the "pure" online model performed offline. From Wumei to the display of the shooting and live broadcast room, it is completely aimed at online population. For example, to provide fans with multi -machine vision, add virtual interactive elements, "cloud box", "virtual space" and other settings, giving the audience a richer viewing experience.

Then use technical restoration of the classic performances to re -broadcast. For example, the Leslie Cheung Classic Concert broadcast on the video number is still strongly attractive for the audience to perform material restoration without offline reproduction.

Zhou Shen Di Yin Line Singing Club

A face of cloud performance:

The advantages of cultural needs, low thresholds and technical support

The topic of the cloud performance was not mentioned recently. In fact, as early as many years ago, many companies at home and abroad have been exploring the possibility of turning performances into online. As soon as the epidemic, online performances were forced to accelerate and mature, and quickly completed the "classic replication" from offline to online. After 2021, more online concerts surrounded by "cloud" sprung up, and some large platforms are achieving continuous realization. This also shows that cloud performances are growing rapidly and developing in good aspects. Eating and dressing is the basic need for human survival, but today in the 21st century, cultural and entertainment consumption is almost essential. Through takeaway and express delivery, we can survive through the clouds. In the special period of the epidemic home, entertainment has finally realized its online consumption method. This is the must for contemporary people to survive and the strong release of the cultural needs of the people. The cloud performance of each weekend is also called "national carnival".

Of course, the root of this "national carnival" comes from the blessing of "feelings". It can be seen that the current cloud performance that can be extensive in the circle is the singers such as Leslie Cheung, Cui Jian, Luo Dayou, Sun Yanzi, Jay Chou, Andy Lau, etc. who have already been in the music scene in the music scene. They must be a generation of youth.

Feelings are the topic of human beings. Everyone has the driving force of memory like water. In the music scene that has been developed in the past few decades, there are countless classics and many big coffees. This is a resource library of cloud performances.

In addition to this kind of domestic demand, it is the advantage of cloud performances to perform offline. This is also a general point for people in the industry today: the low threshold and participation brought by the cloud performance. Just two months ago, the "Music Ticket Price Assassin" had just triggered a wave of discussions on performance fares. For offline performances, hundreds of thousands of fares have stopped the audience. On the performance venue, even the huge venues that can accommodate 10,000 people are limited.

But online viewing is completely different. According to the current cloud performance charges, most of them are free. Even if they are charged, the fare is usually ranging from a few yuan to tens of yuan. The threshold for fare is low, which provides the first "permission" for more people's participation. The way of viewing is simple. The audience can lie down, lying on, and leaning at home. You can participate with your fingers gently. Comments, barrage interaction, gifts, and in some "cloud boxes", you can also realize online virtual box interactions, and the gameplay is different.

The hard power of technology has also brought as much as possible to today's cloud performances. At present, we can already use AR and VR real -time special effects technology to "half -sharing" and even "all digitalization" of the performance of the performance scene. Digital special effects content can be customized, fast, and reused, making the performance of the cloud studio efficiency more efficient than the traditional studio, and has a strong sense of immersion and picture expression. On this basis, combined with XR real -time interactive technology, real -time interactive technologies such as virtual modeling can also be achieved to improve the sense of authenticity.

Eason Chan's "Solu" the world's first singing

The B side of the cloud performance:

How long can the realization problem, and how long can the "feelings" be used?

It is true that the cloud performance is almost an indisputable "new outlet" in the live performance industry, but from the feedback from the industry practitioners, it still faces many dilemma.

The first thing is to achieve important realization of performers, singers, and platforms. Fortunately, after several years of user habits, the ticket consumption performed online has changed a lot. The national relay triggered by the dance drama "Awakening Lion", in the special period of being able to perform offline, 3.4 million people watched "Wake -up Lion" online, becoming a good story in the literary circle. "One yuan fare" has also become the "first time" for many audiences to consume online for cloud performances. During the Chinese New Year in 2022, the National Peking Theater and Migu jointly launched the classic drama "Dragon and Phoenix Chengxiang", which uses the 5G+4K+VR mode to play on the Migu Music platform for 15 days. The online fare is 9.9 yuan. According to the official data, the ticket income is 1.12 million.

In addition to ticket income, cloud performances have also begun to have a variety of business models.

On April 15th, Cui Jian's video online performance will be exclusively named by a car brand. Commercial implantation covers performance costs, and also buy tickets for the audience in disguise. The data of the night was as high as 46 million, and the live broadcast room was shared more than 2 million times. Subsequently, the brand once again exclusively named Luo Dayou Line to perform a concert. This advertising model obviously allowed the performers, platforms, advertisers, and audiences to be "favorable."

In addition to the brand name of Jay Chou's online performance, the surrounding link sales channels are also added. The price ranges from 59 yuan to 4999 yuan. According to the sales data, the revenue of the surrounding goods that night was at least 10 million.

Even so, how to realize a cloud performance is still a severe problem. For head singers, it can be successfully realized whether it is offline and online, but for ordinary artists, to successfully revenue through cloud performances, it may still require more efforts in the industry. A survey of non -fan crowd in 2021 shows that if a line of tickets performed more than 50 yuan, only about 5%of the people are willing to buy, and nearly 50%of people are more willing to spend less than 10 yuan Tickets.

The "feelings" created by cloud performances have also become its fatal weakness. Many musicians have put forward similar concerns about the current cloud performances: how long can the cloud performances maintained by love cards? There are also netizens who have watched cloud performances for a long time, and they jokes it as "Grandpa's Performance". Because in the corner of these classic singers, many young singers and musicians are also trying to try to break through the barriers, but they can receive little attention. If cloud performances can only be a game that uses the advantages of resources between large factories. For the development of the entire industry, whether "new scenes" can benefit from young, ordinary singers and musicians, it remains to be verified. Furthermore, the audience's curiosity and freshness of cloud performances have passed, and how long it can last for "nostalgic cards" is also a problem. In this field, the innovation of content is the appeal of the entire industry.

Online performances are always different from offline, involving the copyright issue of theft, and it is also the point where cloud performances need to be improved.

At present, the differentiated value of cloud performances is gradually prominent, but there should be a lot of room for improvement on the way to reshape the audience's performance experience.

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