National Music Live ｜ Live extended music stage income incentive promotes industrial development

Editor

The repeated epidemic has made the offline performance industry constantly pressing the suspension button. Facing the dilemma, the performance industry continues to find new machines in the crisis, open up new bureaus in the trough, and strive to innovate new kinetic energy for development. The popularity of online live broadcast has brought new opportunities to the industry. Minle music has become a "new national tide" in the live broadcast room. Artists and instrumental lovers use live broadcast to convey the charm of national music. Netizens express their recognition and appreciation of art with rewards and gifts.

In order to vigorously promote the development of national music inheritance and explore the new opportunities brought by traditional culture such as national music, the Chinese Academy of Music Research Institute and Fudan University China Research Institute jointly organized the online "live ecological assistance In the "Seminar of the National Le Hewelery and Innovation, the guests carried out ideological exchanges and collisions around the" national music inheritance and innovation in the live broadcast room ".

Guest: Professor of China Conservatory of Music and Director of Library, Fu Xiaodong

The new ecology of the live broadcast has created a new opportunity. Music live broadcast allows music exchanges to have an interaction across time and space, which will accelerate the advent of the National Music Carnival. In recent months, Cui Jian, Luo Dayou, Xu Wei, Xu Wei, and Backstream Boys' music live broadcast, each watching has reached tens of millions, which was a completely unimaginable thing ten years ago.

According to Douyin data, Music Digital Live began to sprout in 2014 and 2015. 2019 is a watershed of the music digital live broadcast platform. In the first half of 2020, the total number of songs in the top ten songs reached 94.5 billion. Only 6 months in the first half of 2020, the number of music anchors stationed in Douyin was nearly 30,000, and the number of music fans of Douyin reached 30 million.

When I saw Cui Jian's performance at the scene, because of the feelings and memories of the times, it was very moving. At that time, people felt music carnival, that is, the music carnival. The Internet creates such a means that our physical body can carry our hearing and vision to shuttle in time and space arbitrarily, so that music can be spread arbitrarily here. This is the era of music carnival. The current use of screens to interact. In the future, with the richness of virtual glasses and virtual reality equipment, more interactions can be done in the future to bring you a new music market.

Secondly, the online music live broadcast platform has reduced the threshold for music. Everyone can be an anchor. As long as there are mobile phones and computers, the focus can be focused. Of course, the amount of the focus is on how much the anchor's talent performance. In addition, music live broadcasts have also enhanced the enthusiasm of professionals through knowledge payment to monetize. The two major factors of the reduction of the threshold and the improvement of the reward will have a huge role in promoting the entire industry.

Third, the original symphony and folk songs that were heard at the theater, when these art works become content in the network live broadcast, in addition to dazzling performance, there are also music arranging, scenario design, content push, operation, operation, operation, operation, operation, operation, operation, and operation. , Planning, Planning, etc. through a systematic work, eventually become a push for content. These are worthy of attracting the attention of the industry.

The English of the Conservatory of Music is Conservator, which means covering a greenhouse to cultivate people with professional talents, like training workers. In the Internet era, traditional music education forms from curriculum design, evaluation mechanism, and teaching methods. Can the unchanged traditional inheritance continue in the Internet era? This requires industry insiders to truly think.

Professional education is facing challenges, and the survival of the original ecological music is currently not optimistic. First of all, from the perspective of industrial classification, there are vertical industries with music live broadcasts, namely music itself, music teaching, music tutorials, musical instrument production, musical sales, music production, and online broadcasting. Victory promotion, this is the vertical industry. Look at the parallel industry, generalization to music peripheral industries, such as textbooks, audio -visuals, publications, audio recording equipment, and making various cultural and creative products around music. In addition to vertical and parallel industries, the live broadcast of music can be infiltrated into some other institutions in various invisible methods, such as early education industry, as well as music therapy industries, such as psychotherapy, self -cultivation, meditation, health and other industries. Market export.

How to combine the live broadcast with the music education market, there are three types below. First, the reward is the direct source of revenue; the second is to give it to the instrument, microphone, or audio product, and use the superb skills of the performers to give it through music performances. Bring the added value, increase the push channel, and finally bring the goods. The third is the stage of knowledge paid, various tutorials to teach music, and the knowledge payment system for the construction of music skills training.

As a professional institution of music, the inheritor and executor of music education, he is responsible and obliged to intervene in this market. First of all, in the field of professional performances, the webcast room is regarded as an extension of the stage. The perspective of professional performers and artists professional in music is used to guide the spread and innovation of traditional music. Secondly, the webcast can break the boundaries of geographical space. The collection of customs that have been seen on the school in the past can be played to the public through the live broadcast platform to allow everyone to experience the original ecology of music together. Third, in terms of industry exchanges, through the academic research activities of the professional circle of online live broadcasts and discussing the music scene, new revelation will be brought.

The repeated epidemic has made the offline performance industry constantly pressing the suspension button.Facing the dilemma, the performance industry continues to find new machines in the crisis, open up new bureaus in the trough, and strive to innovate new kinetic energy for development.The popularity of online live broadcast has brought new opportunities to the industry.Minle music has become a "new national tide" in the live broadcast room. Artists and instrumental lovers use live broadcast to convey the charm of national music. Netizens express their recognition and appreciation of art with rewards and gifts.In order to vigorously promote the development of national music inheritance and explore the new opportunities brought by traditional culture such as national music, the Chinese Academy of Music Research Institute and Fudan University China Research Institute jointly organized the online "live ecological assistanceSymposium on National Music inheritance and Innovation.

Responsible editor: Zhang Jiayi

- END -