Unlock the online stage concert traffic password

The most remarkable event in the music performance market this year appeared on the "cloud". In the expected, with the continuous expansion of the field of mobile Internet technology, new formats such as cloud performance and online K song have been developing rapidly in recent years. Or extended offline performances will inevitably turn to online.

However, the data of the online concert is still beyond the imagination of many people: On April 15th, Cui Jian held an online concert for up to 3 hours and watched over 46 million people. On May 27, Luo Dayou and Sun Yanzi held an online concert on the same day. The number of online viewers of the former was more than 35 million, while the latter was more than 240 million. In May, Jay Chou repeats the two singers of "the strongest" and "Magic Tianlun", which has won nearly 100 million clicks. Pushing forward, and in February, Li Jian's "Old Friends New Concert" live broadcast. Although the authoritative watching data was not found, the currently on -line singer also has a strong appeal.

The amount of viewing of the tens of millions of views undoubtedly indicates that the advent of the online concert era is no longer just the right measures under the epidemic. In the post -epidemic era, online concerts must also be more important music performance forms. Therefore, we should summarize these successful online concerts to win the password of the audience.

One of the passwords is nostalgic emotions. The online concerts of Luo Dayou and Cui Jian basically goes nostalgic. Luo Dayou's concert is called "Childhood". The representative song is enough to attract those who grew up listening to their songs 20 or 30 years ago. To be honest, their voice is no longer in the best state. It is estimated that those audiences who heard the news are not listening to songs, but looking for memory and youth in their faces and sounds.

The second password is the quality of music. Sun Yanzi's online concert is a example. As a front -line power singer more than ten years ago, although it has been slightly silent in recent years, her fans are still basically, and her voice is still not only in the year of fighting, but also her voice. With the elegance and calmness of the years. Her concert, there is no gorgeous stage and complex design, just in a small room, wearing simple white T -shirts, jeans, and four or five people's bands, sing quietly, the voice is melodious and clear. The audience can be nostalgic and can be enjoyed with pure music.

The third password is the charm of communication. Li Jian's concert is like this. Compared to other singers, only Li Jian is a new song conference. The new song may not be enough as a selling point for attracting traffic, but Li Jian himself can chat with his old friend pianist Lang Lang, writer Yu Hua, conductor Lu Jia, cross talk actor Yue Yunpeng and other chats. There is a feeling of participating in this cultural salon. What's more different is that this concert obviously pursues not one -time traffic harvest, but the follow -up spread of new songs.

Of course, there are many summaries, especially in marketing links, such as the choice of platforms, early announcement, intermediate interaction, and the development of peripheral derivatives. But what I want to say is that the biggest difference is that the online concert is offline. The biggest difference is that the way of communication changes.

Holding offline concerts, the creation of atmosphere is very important. Through the effect of lighting and special effects manufacturing, it is integrated into the stage and down to form a vortex of emotions, bringing the audience physical and mental satisfaction. The success of an offline concert not only rely on the communication between the singers and the audience, but also the exchanges between the audience. And this one -to -many, multi -to -many ways have become one -to -one online. Without the crowd to raise their emotions, it is difficult for the audience to get up from the screen of the mobile phone. They may need the singer. " People sing "" Singing to My Heart "feeling.

In other words, the emotional connection through the cloud is the real traffic password of online concerts.

- END -