The virtual anchor vox made its first broadcast in China, and the revenue of one hour of live broadcast exceeded one million
On the evening of May 6th, at the invitation of station B, the overseas virtual anchor vox started the first live show in China. The virtual anchor completely communicated with the netizens of station B in English. From the final data, the total live broadcast time was 1.7 Hours, the revenue was 1.11 million yuan, the number of paying people was close to 40,000, and the number of interactions exceeded 50,000, ranking first in real-time popular that night.
Yangzi Evening News | Ziniu News reporter Shen Zhao
Why is the virtual anchor vox popular?
Up to now, the number of people who have recharged "admiral" (for the live broadcast room level of station B, the level of the admiral is 1998 yuan per month) for vox has exceeded 1,000.
Until today, the account has nearly 760,000 fans, and the speed of fan growth is quite amazing. What is the origin of the virtual anchor vox?
The so-called "virtual anchor" refers to a person who publishes videos or live broadcasts on video websites in a virtual way. Worldwide, the main platforms where virtual anchors are active are domestic B stations and foreign oil pipes, which originated in Japan. At present, the main active audience area is also more concentrated in Asia.
The avatars are roughly divided into several categories, full 3D simulating real people, 3D simulating cartoon images, and flat cartoon images.
Vox belongs to the anchor who uses a flat cartoon image. The full name is vox akuma. Judging from his accent, he is a young British male. He is a member of the Japanese virtual anchor company Rainbow Club, and is also a virtual anchor produced by Rainbow Club. a member.
Under the operation of Rainbow Club, the creation of the virtual anchor image is similar to that of idols. Vox's personal setting is "The Devil of Voice". Through voice communication with the audience, the character is set to be strong, mature, sharp, gentleman, and has a very distinct personality. Personal character characteristics, interactive style, and speech style are also different from daily conversations. They have a girly game feel, which fits the characteristics of the main audience of their live broadcasts being young women.
After the team debuted in December 2021, they were mainly active on YouTube and gained a group of fans, some of them from China.
According to the reporter's observation, the audiences who recognize vox are mainly for the following reasons. First, they are moved by the character design. Vox's live broadcast is very talkative. Many netizens commented on him as a "gentleman" and "high emotional intelligence".
Second, being attracted by the sound, whether the timbre of the sound is attractive or not has a great influence on the popularity of the virtual anchor. When contacting a virtual anchor for the first time, whether the timbre is pleasant and whether it is sufficiently recognizable is extremely critical.
How to seize the tuyere of the virtual anchor industry?
However, the emergence of vox has once again confirmed that the virtual anchor industry is a blue ocean.
The domestic virtual anchor industry has just set sail. At the beginning of 2019, virtual anchors began to appear at station B, and the team expanded rapidly in the following year.
In November 2020, the debut of the virtual anchor idol girl group A-SOUL jointly created by Lehua Entertainment and ByteDance officially announced that domestic virtual anchors have begun to become artists and idols. Although they were questioned at the beginning of their debut, they are now It looks really good.
A successful virtual anchor can bring in as much income as a real idol. Rainbow Club, a virtual anchor company to which vox belongs, submitted a listing application to the Tokyo Stock Exchange on April 28 and was approved. It is expected to be listed in June. With its 150 virtual anchors, the revenue in three quarters has exceeded 500 million yen.
From a technical point of view, the technology for producing virtual humans in China is quite mature, both in image design and real-time motion capture. There are virtual people in commercial live broadcasts, even parties and variety shows, but the results are not ideal.
Taking the field of live streaming of e-commerce as an example, although there are virtual anchors, they are not very accepted by the public. Live anchors are still the mainstream of live streaming, and we want to make virtual anchors "as friendly and credible as real people". It doesn't seem easy.
And the "artist" road taken by virtual anchors like vox can be regarded as an attempt direction.
However, with the continuous improvement of motion capture technology, one day, the generation and creation of avatars will no longer be limited to major enterprises. Returning to the basics, the avatars that can attract people will ultimately depend on people to give them a complete soul.