My youth is gone, his abdominal muscles are gone. For two consecutive days, the "yeqinghui" in the circle of friends brushed the screen, and various discussions about the replay of Jay Chou's concert continued. With a song "say and go" behind the curtain, nearly 100 million fans gathered for Jay through QQ music, cool dog music, KuWo music, national K song and wechat video number. Including myself.
In previous years, the sour smell of "520" was diluted a lot. It's not surprising. Who made him Jay Chou?
On the stage, wearing bright film clothes and embracing electric guitar, it is easy to pull everyone's thoughts back to the black-and-white memory.
There is a lot of excitement online and there is no idleness offline. In the bar street of Shenzhen shopping park, the big screen of almost every store is broadcasting Jay Chou Live. What Jay Chou sings on the screen, the resident singer under the stage will sing.
When the feeling is deep, the audience will unconsciously sing together, and there will be long applause and cheers after each song.
After watching the live replay, many people felt that they had to get together with old friends after the epidemic.
The enthusiasm of the concert even spread to US stocks, and Tencent music once rose more than 5% at the opening.
Here is a little-known cold knowledge.
The 2013 concert replayed on the evening of the 20th is the starting point of the gem bull market; The 2019 concert, which was re screened on the 21st, is the starting point of the leading bull market
Some people joked: This is called "singing more".
Superman can't fly. What can fly is the age of green and moving.
Even if the world changes again and again, the children who listened to the songs have already grown up, but the past seems to have never gone away.
No matter how many years later, when you think of it, you still have a smile in your eyes.
01 emotional business
Since the release of his first album in 2000, Jay Chou's music has accompanied the growth of a generation and carried the youth of a generation.
After ten minutes of broadcasting, # Jay Chou's concert was re screened # and quickly ranked first on the microblog hot search list, with a total reading of 310 million +.
When I first got the news, many people were very excited. After three years, I saw Jay Chou's concert again, "even online". However, the ignited enthusiasm was immediately extinguished by the word "remake".
"Isn't this a replay? What's exciting?"
Indeed, the replay plan of Jay Chou's concert is to re edit and re broadcast the works of previous concerts, which is essentially different from the new contents of Xicheng boys concert, mayday concert and Cui Jian's online concert held not long ago.
To put it mildly, it's called a replay. To put it mildly, it's called a live broadcast and a DVD for you. Of course, it was edited.
The tears and youth of mass selling style are just like a super long MV played repeatedly. It's also like a time machine. Everyone goes in with the desire to turn back time. The kernel remains unchanged, but the body shape on the stage increases slightly over time.
The most popular online concert in Chinese speaking areas since the outbreak may be a sign that the market has entered a new stage.
However, once the freshness and epidemic situation are over and the impersonal and low-cost yesterday is re reflected, the charm will be reduced sharply. Whether offline or online, the music scene is, after all, a stage of personality. It's too easy for memories and warmth to be aesthetically tired.
From Mayday, Zhang Guorong, Cui Jian and Jay Chou, Tencent music's online concert content has been split with the help of video numbers. Since 2020, tmelive has held more than 120 Online concerts, invited more than 300 musicians and received more than 37.8 billion microblog exposure.
Especially this time, the edited version of "magic Tianlun" is broadcast online for free. Even those who have only memory of Jay Chou and no concern about him will click in to have a look, turn a live broadcast poster, and match it with a sentence of not forgetting the year, greet with friends and meet their wishes to participate in a collective event. Of course, the viewing number is huge.
The business of feeling is never difficult. However, as far as the exploration at this stage is concerned, everything has just started.
In retrospect, these concerts hardly charge users. In addition to advertising, there are not many commercial means in the process. It is curious that TME has invested a lot of human and financial resources to do online concerts. What is it for?
02 copyright "muscle"
As the top stream, everything with Jay Chou attracts people's attention.
In April 2019, along with Jay Chou's song list on Netease cloud, many people are half young.
How many people opened the green diamond because of Jay Chou? At least I am
I don't know if anyone remembers that on July 24 last year, # Tencent was ordered to lift the exclusive copyright of online music and # rushed to hot search.
On August 31, Tencent issued a statement on abandoning the exclusive right to license Music Copyright: as of August 23, 2021, relevant letters have been sent to all upstream copyright parties of the exclusive agreements reached, informing them that they need to terminate the contract on schedule, and most of the exclusive agreements have been terminated on schedule.
Although the statement is very long, you only need to know two points:
- Most of the exclusive contracts have been terminated, and a few of them have not been terminated, and they have also made a statement that they give up the right of exclusive authorization of music copyright;
- We will continue to cooperate with upstream copyright owners in a non exclusive manner.
Later, Netease CEO Ding Lei also said: I look forward to it being a sincere decision without any overt or covert decision.
This is his expectation and everyone's expectation. At least there is no need to listen to a song and cut several apps around.
Of course, until now, Netease cloud still hasn't bought Jay Chou's copyright. This is a later remark.
Javier data show that the "magic Tianlun concert" started in 2013 has a total of 76 global tours, which took two years and seven months, attracting 1.8 million visitors and a cumulative box office of 7.245 billion; From 2016 to 2019, "the strongest concert on the earth" toured 120 times.
Therefore, Tencent is not only hosting a concert this time, but also showing the copyright "muscle".
For China's music industry, users' awareness of payment determines the future of China's music; For Tencent music, music is the core of all paid products.
According to the first quarterly report, Tencent music online mobile has 604 million monthly live people, a year-on-year decrease of 1.8% and a month-on-month decrease of 11 million; However, the number of paying users increased by 31.7% to 80.2 million.
Previously, TME maintained the goal of increasing 4-5 million paying users every quarter. UBS expects Tencent music's online music payment rate to continue to rise from 7.7% in 2020 to more than 20% in 2025.
However, even if the payment rate increases to more than 20% by 2025, Tencent music still has great potential to tap in the future, far from the 48% - 50% payment rate in the global mature market.
In addition, when the epidemic situation is stable in the future and online concerts and offline concerts exist together, then the platform can be responsible for all online and offline ticketing.
Therefore, even if Jay Chou's online concert is just a DVD video, Tencent should take this step first.
03 bad habits
Unplug the "user" tab. We are fans first. All the elements that make up a concert are people after all.
Free is a bad habit, especially for an industry.
Although it seems that online concerts do not dare to charge fees, it is obvious that the organizers can not always be free. However, the whole industry is still in the exploratory stage of how to eat this cake.
In fact, at the beginning of 2020, people still have great expectations for the online business model and revenue model, and some online performances have tested the charging model.
For example, on May 15 of that year, the admiration band, who participated in the music variety "summer of the band", conducted a live 90 minute performance online, with a single person charge of 18 yuan. In the same month, click15 and Jiulian live action bands, as well as hip-hop singers Yang Hesu, Liu xuanting, he Meiyan, Longjing rap, etc. "ticket" pricing ranged from 1 yuan to 12 yuan.
The effect is not very good, so we have to give up.
Therefore, after entering 2021, the number of online concerts on various platforms has gradually decreased. According to the Research Report on China's online live music performance industry in 2021 released by iResearch consulting, only TME live continues to make efforts, and the number of online concerts held in one year is as high as 56.
However, the cost of live broadcasting of a high-quality performance includes more than ten items, such as venue, lighting, sound, stage instrument equipment, shooting team, musicians, technicians, dance beauty, live broadcasting technology, mixing, design publicity and so on.
Obviously, the free mode cannot support the complete operation of such a live broadcast.
The above-mentioned remakes are so successful only because they are too classic. Ben always eats up.
For the vast majority of Jay Chou fans, payment and free will not stop the enthusiasm of watching the concert.
But what if it wasn't Jay?
Although for the audience, it doesn't make much difference whether a live broadcast or video broadcast is played on a small mobile phone screen. But the essence of live art has been changed.
The disappearance of fleeting attributes means that it is no longer a scarce resource.
Because in the field of culture and art, consumers not only spend money, but also indirectly participate in creation, which is more like sponsors.
In the Internet industry, users are just a number. They just need to be locked up and let them get used to a rule. Sooner or later, they can earn a bonus.
Taxi drivers have long been taught by reality: give sweets first, and gradually, sweets become platform service fees. After a short honeymoon, the old drivers found that they had two bosses and had to pay double fees.
As the orc sings, the capital market is always loyal to violence.
If you want to quickly expand and obtain users, you must first be free, so that as many people as possible can see and get used to this form.
In order to be fast and wide, we only pinch the tip and don't make efforts to cultivate small and medium-sized enterprises.
For a long time, not only the people below the head will die of blood loss and necrosis, but also those standing at the top will lack creativity to eat the old local people and live. We can never expect the next Jay Chou and Zhang Guorong to appear.
We are not old yet. If we can only find the warmth of singing a song together in the old songs of the last century in the second half of our life, and there are no new people, new songs and new memories, wouldn't it be very sad?
After many years, it hurts to see a large number of shoddy films and TV dramas pulled out. How many people have not heard a good new song for how long.
04 ending
Singing is everywhere. Except for a few people who are tone blind, everyone in every culture can sing.
The reason why we stand in vulgarity and mourn the dying romance is only because if things do not die, people may not discover that they are so romantic.
Especially in the past two years of virus chaos, the distance between people seems to be getting farther and farther away, what they once hoped for and dreamed of is becoming more and more blurred, and all the interesting and romantic things can only be found in memories.
At this time, when I listen to snail, I have a different feeling: "I want to climb up step by step, fly forward by the leaves at the highest point, and let the wind dry the tears and sweat flowing through. One day, I have my own day."
As a saying goes: "you want to be warmer, so you like warm people; you also believe in dreams, so you listen to songs about dreams; you want to be stubborn, so you like stubborn and hard-working people."
What is your most unforgettable song?