Choose Luo Dayou or Stefanie Sun?

Online concerts by well-known musicians have set off wave after wave of craze

The traffic war behind the star online concert

  Widely observed

  Text/Guangzhou Daily All Media Reporter Wen Jing

  Choose Luo Dayou or Stefanie Sun?

This is what the "post-80s" white-collar Miss Liang was struggling with last Friday. The two singers with weight in the music world held a concert online at the same time.

From the perspective of the Internet industry, this is not only a contest of popularity between the two singers, but also a new round of traffic competition between Tencent Video and Douyin.

It is also a real "confrontation" between the two sides.

  Recently, online concerts such as Jay Chou, Cui Jian, Luo Dayou, Stefanie Sun, and Mayday have set off a wave of upsurges, attracting attention from the outside world, and successfully "breaking the circle" of Douyin and WeChat video accounts.

Industry insiders pointed out that online singing can resonate with everyone, which is conducive to the promotion of social attributes of short video platforms, as well as attracting new people and activating users.

As for the commercialization of concerts, it is not the most important thing for the platform for the time being.

"Full of Memories Kill" brings huge traffic

  According to public data, Stefanie Sun's online singing and chatting session on the Douyin platform attracted 240 million views, while Luo Dayou's official video account's online concert has more than 40 million viewers.

Since the end of last year, the Xicheng Boys held an online concert on the video account. In the past six months, many online concerts have been presented to the eyes of the majority of netizens, including the restored versions of some stars' past concerts, or Online ghosting.

According to incomplete statistics, the two concerts of Jay Chou played online by Tencent Music on May 20 and 21 were watched by nearly 100 million people.

  The reporter learned that many netizens were very happy to watch the online concert of the star, and shouted full of "memories to kill" to find the memories of youth.

At the same time, the video platform has also achieved the demand for "out of the circle".

  Data released by third-party data QuestMobile shows that as of December 2021, the user stickiness of short videos exceeds that of other industries, with a year-on-year increase of 4.7%, and the total usage time accounts for 25.7%.

The total usage time of instant messaging users fell by 2.2% year-on-year, accounting for 21.2%.

  Zhang Yi, CEO of iiMedia Research, said that online concerts are very attractive to short video platforms.

The concert itself has a shared attribute, so the biggest role of online concerts is to activate people's common hobbies and resonate. This is a very good means for short video platforms to promote social interaction and activate users.

How do free online concerts make money?

  Generally speaking, the profit channels of concerts mainly include ticket revenue, advertising sponsorship, peripheral sales, etc.

Up to now, many online concerts are free for the majority of netizens.

How does the singer team and platform make money when it is free?

The reporter learned from various interviews that currently, for live video platforms, star online concerts are more about gaining traffic growth, brand influence, and ecological construction of the platform.

  "It's like a social platform that attracts celebrities and celebrities. The latter updates text, photos, videos and other content from time to time to attract fans, readings, likes, etc. For celebrity teams and platforms, it is more about traffic." Industry insiders said so.

"Compared to offline concerts, the cost of online concerts is lower. If it is a released concert, the main investment is to buy the distribution copyright." The advertising industry said.

  The singing and chatting session held by Stefanie Sun was only over an hour in total, and no reward channel was opened.

In this regard, the white-collar Miss Liang said, "I can pay to watch longer and listen to a few more songs."

Generally speaking, an offline concert of a star will last about 2 hours.

There are also audiences who "joke" after watching Jay Chou's concert not long ago, "It's better to have a real online concert, I can spend money to buy tickets."

  Industry viewpoints point out that although online concerts are not new, they have not yet become a consumption habit for audiences.

The business models of Cui Jian's online concert, Luo Dayou's online concert and Jay Chou's concert are relatively clear.

The first two are the exclusive titles of Jihu Automobile, which is a new energy vehicle under BAIC Blue Valley.

Jay Chou concert is the exclusive title of Pepsi.

  It is understood that for sponsored online concerts, some short video platforms may rely more on the promotion and advertising on the platform in the early stage of the concert to earn fees.

  Zhang Yi said that at present, commercialization is not the most important thing for short video platforms.

The main purpose of doing online concerts is to retain users. With users, the platform will have unlimited imagination space for monetization.

Short video platform plus music content

  As we all know, music has always been an integral part of short videos.

In recent years, short video platforms have actively developed in the field of music and increased investment in music copyright.

It is understood that after the release of the exclusive copyright, Douyin has reached cooperation with music companies such as China Music and Modern Sky since the second half of last year. Public information shows that as of November 2021, Douyin has cooperated with more than 2,000 music copyright owners. To establish cooperation.

Earlier this year, Douyin launched its official music app Soda Music.

Another short video platform, Kuaishou announced earlier that it has reached a strategic cooperation with QQ Music. The two parties will integrate platform resources and jointly build a music ecosystem.

The Tencent Video account itself has the support of Tencent Music.

  Tencent just announced in its financial report for the first quarter of 2022 that the content of video accounts has become increasingly rich, and the playback volume and usage time have increased significantly.

In terms of value-added business, Tencent's social network revenue increased by 1% to RMB 29.1 billion in the first quarter, reflecting the increase in revenue from Tencent's live video account service, but most of it was offset by the decrease in revenue from music live broadcast and game live broadcast.

  In the post-exclusive copyright era, it has become a new trend in the development of the industry for online music to connect with short video platforms.