You can watch boutique dance dramas at 1 yuan. Is this the lowest price for online fees?｜ Cultural observation

Cover news reporter Xu Yuyang

On the evening of July 21, the large -scale national dance drama "Awakening Lion" performed online as scheduled. It is worth noting that the online performance adopted a charging mode, but only 1 yuan. "Wake -up Lion" was originally scheduled to perform at the Grand Theater of Sichuan on July 20th and 21st. As the winner of the "Lotus Award", the national excellent exhibition and performances received great attention at the beginning of the file. But under the prevention and control of the epidemic, "Wake -up Lion" "moved" from offline to online.

Only 1 yuan for the charging model has received the support of many people in the industry and even Weibo, which has been reposted and formed a relay publicity on the Internet. 1 yuan cannot be bought, not to mention, when the stage lights are in place, the 1 yuan admission ticket is the support of the performance industry that affects the difficult development of the epidemic, and it is also an encouragement to the hard -working staff. As of press time, the number of online viewers of "Wake -up Lion" has exceeded 1.3 million. This time, when he moved on the line, Saon lost his horse, knowing not to be blessed?

Stills

Do you need to charge online performances?

From free to charges, online performances have gone through many industry baptisms. Today, the exploration of the "cloud performance" has come to the third year. For many performers, the most headache is still, do you need to charge online performances?

In 2020, due to the epidemic, the online performance that had been born was forced to grow rapidly and became an independent performance form. People in the industry have rescued themselves. The drama, stage play, music festival, concert, and the performance of major singers began to perform online performances. Well -known singers including Jacky Cheung and Mayday performed online performances. Regardless of whether there are public welfare considerations, almost all online performances use free models.

In June 2020, the disbanding concert of the Rocket Girl 101, which was forced to cancel, released the news of holding online performances. But the performance became the earliest online performance in China. A platform fare, a member of 18 yuan, a non -member 40 yuan each. If 5 people buy it, 12 yuan is purchased, and 101 people buy it for 8 yuan each.

It is also a fan economy. The price of TFBOYS online performance charges is directly sent to hot search. Netizens and fans call the fare too high. In August 2020, the seventh anniversary concert of TFBOYS "Sunshine Travel" was launched on the platform through online. Depending on equity, the fare was divided into three gears: 30 yuan, 158 yuan and 860 yuan. This fare has caused great dissatisfaction for most viewers who have not fully accepted performance charges. Data show that the number of ticket sales in the field exceeded one million, with a maximum of 786,000 online. Even according to the minimum fare, this concert's ticket sales revenue has exceeded 30 million yuan.

After 2021, the toll online performances began to increase. Ouyang Nana Live Concert, charged 6 yuan; Zhang Huimei staged a concert, charged 30 yuan, and more than 20,000 people bought tickets to watch.

How to charge the audience online? This has always been a problem in the performance industry. After watching it, the audience did not buy it. Aside from the fan economy, a survey in 2021 showed that if a conventional online performance ticket exceeds 50 yuan, only 5%of the groups are willing to buy, and nearly 50%of people are more willing to spend less than 10 yuan Tickets.

Many big Vs help dance dramas

In addition to receiving tickets, what are the profitable methods for online performances?

After several years of observation, most insiders mentioned that online performances must be attractive, low fare or free is the key. This is also the key to getting a lot of praise before the performance of "Wake -up · Lion".

How does the performance cost cover in the low -fare or even free model? In the first half of the year, the online performances of singers such as Cui Jian, Luo Dayou may give a good revelation. The two performances faced the audience for free. Cui Jian's performance viewers reached 45 million, which once triggered a wave of popularity.

The most direct monetization mode of Cui Jian's performance does not rely on tickets, relying on advertising brands. It is even more eye -catching than the high -level view of the online concert covers a large area of ​​vision. And offline, no matter how huge venues can accommodate tens of millions of people. For the 45 million viewers who watched Cui Jian's stage during the concert, this is a very direct advertising delivery.

Behind the seemingly free, online performances are win -win for platforms and singers. Taking a female singer's online concert as an example, not only increased more than 200,000 after singing, but the overall playback volume of his songs also increased by 40 % after the concert.

Industry insiders told the cover journalist that a online performance, in addition to charging ticket fees, can operate a lot of opportunities. First of all, the outbound party can cooperate exclusively through the form of copyright and platform. After the live broadcast, if fans need to watch again, they need to pay.

Poster

Another example is brand implantation. This is the traditional profit model of offline performances to move online, but its effect will be far beyond offline. The brand is exposed through online ways, and the exposure of its gains is much higher than the "limited traffic" of offline. After all, no matter how much people can accommodate offline performances, they cannot exceed the capacity of the venue themselves.

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