Chinanews Client Beijing March 2 (Ren Siyu) "It is always wet there, it is always soft, there are always a lot of trivial things there, there are always red and blue ... Time flies fast, and in a flash Become a memory ... "17 years ago, on a rainy day, Peng Tan, thinking about his hometown of Wuhan, wrote down the classic song" South "by Dada.
Today, this band from Wuhan is back and new works are coming out, but the epidemic has separated members between Beijing and Wuhan. At the recent "Home Strawberry" online music festival, their re-recorded "Southern" moved many audiences in front of the screen.
Dada's homemade video "South".
Offline performance suspended, online live broadcast "flowering"
In March 2019, the Strawberry Music Festival started its first performance in Wuhan. One year later, the 2020 Strawberry Music Festival was not held as scheduled. Due to the impact of the epidemic, crowded music festivals, concerts, and Livehouse all pressed the pause button.
In 2020, it was originally considered to be the "new year" of the concert. Jay Chou, Stefanie Sun, Eason Chan, Yilin Tsai, Liu Ruoying, Andy Lau will hold concerts. Among them, Stefanie Sun will host a 20th anniversary tour concert, Andy Lau will sing on the mainland stage 7 years later, but since the end of January, 24 announced Andy Lau concerts have been cancelled or postponed.
On February 4, My Love Andy Lau World Tour Wuhan Station announced the cancellation.
In early February, the "Proposal Letter to the National Performing Arts Colleagues" issued by the China Performance Industry Association wrote: According to incomplete statistics of sample surveys within the scope of members, from January to March this year, nearly 20,000 performances have been cancelled or postponed nationwide. Direct box office losses have exceeded 2 billion yuan.
Music Finance's Survey of the Survival Status of Music Enterprises in the First Quarter conducted a survey of 164 music companies. With zero income in the first quarter, nearly 70% of the music companies surveyed could maintain their book cash for only 1-3 months.
The epidemic brought offline performance to a standstill and affected some musicians' creative plans. The Dada band, which announced their return last year, originally planned to start rehearsing new songs in February, but the four members are in Beijing and Wuhan, and now they can only wait for the epidemic to end.
Without a show and stage, musicians began to create in the bedroom. The new pants band Peng Lei updated Weibo's "Internet Singer" home sing on Weibo for a month, followed by Pang Kuan who also launched a creative music video. In the case of cloud class and cloud office becoming the norm, in order to meet the entertainment needs of the "home family", the cloud music festival and cloud bundi have gradually emerged.
The new pants band Peng Lei and Pang Kuan performed at "Home Strawberry".
On January 30th, the music information platform "Music Festival RSS" launched the "Bedroom Pogo Music Festival" to play videos of the band's past performances, "I want to give everyone a place to put their emotions temporarily."
At the same time, a number of music companies and labels have also begun to attempt live broadcasts on video platforms. For example, Modern Sky United B Station created a 5-day "Home Strawberry Is Not a Music Festival", which was broadcast live for 6 hours a day in the form of "Musician Home Sharing + 2019 Strawberry Music Festival Performance Live", and then launched the second season of "Watermelon Video" "House strawberry", according to statistics, during the 7-day live broadcast, the cumulative popularity exceeded 8.57 million, and the highest daily popularity reached 1.52 million. Taihe Music and Taobao Public Welfare launched the "Get Off! Virus" no-concert concert, followed by a live live sofa concert with Douyin, and was also launched on Kuaishou, Mango TV and other platforms.
In addition to short video and live broadcast platforms, Netease Cloud Music, QQ Music, Weibo Music and other music platforms have also launched various online music festivals; offline Livehouse and bars have also taken action. On the evening of February 8, Shanghai, The TAXX bar was playing DJ live on DJ, and once dominated the top chart of DJ Live. It won more than 7 million "Yinlang" rewards, equivalent to about 700,000 yuan.
What does cloud music energy saving bring to the audience?
In the past year, the audience in front of the screen saw a variety of possibilities for live streaming and celebrity live broadcasting. During this special period, homes became the lifestyle of most people, and the boundaries of live broadcasting were once again widened.
Observe the content types of the current Cloud Music Festival. There are live sings, online chats by musicians, live performance videos of past performances, and homemade entertainment videos.
Sunbathing, bodybuilding, talent show, sharing creative experience ... In these self-made videos, fans have a chance to see the more life-oriented side of the music people. For example, during the live broadcast of House Strawberry in the first season, the chorus of low-absinth band lead singer Liu Ye and his son overturned a lot of audiences, and fans who wanted to listen to "Dream Back to Tang Dynasty" clicked into the live broadcast room, but found that the Tang Dynasty band's Lead vocalist Ding Wu is baking pancakes.
Tang Dynasty lead singer Ding Wu bakes scallion pancakes in the video.
For musicians who have paid more attention to offline performances in the past, cloud music festivals and self-made videos are more like a kind of "variety" exploration, which establishes more connections with fans through live broadcast and interaction.
And the current epidemic, music has some more soothing power. On the evening of February 26, when the Dada band finally appeared at the Zhai Strawberry Online Music Festival and played the song "Southern" written to Wuhan, the comments of "Listen to Cry" and "Warm Up in Wuhan" kept flowing in the barrage.
On the evening of the 29th, Japanese musician Ryuichi Sakamoto also came to the live broadcast room. In the "Yuanyin" online concert, he brought nearly 30 minutes of performance. Many audiences found that when the camera gave the instrument a close-up, it was engraved with "Made in Wuhan, China". At the end of the performance, Sakamoto Ryu One said, "Everyone, come on" in Chinese.
On February 29th, Japanese composer and music producer Ryuichi Sakamoto performed in the live studio.
How long will the Cloud Music Festival last?
The emergence of various cloud music festivals and cloud bundi alleviated the short-term emptiness and anxiety of music fans, and also became one of the ways for some music companies and performance agencies to try to save themselves.
Recently, Singing Bar launched "Live House", which unites musicians and music institutions every day to create online performances. According to reports, in addition to performances, the stationed musicians can also obtain long-term revenue such as traffic sharing through recording and broadcasting. This channel will gradually test the business model in the future, providing services such as song announcement and fan interaction for musicians.
Beyond the various live music broadcasts, returning to the scene is still a common expectation of musicians and fans. "Music Festival RSS" said at the end of Cloud Music Festival, no matter how many live broadcasts, always believe that going to the scene is the best support for the band.
Source: Weibo screenshot.
Recent data released by Damai.com also shows that in more than 800 performances postponed across the country, an average of 66% of fans did not refund their tickets but chose to reserve orders. Among them, fans are the most difficult to give up on the head concert, and the order retention rate is 75%. Take "My Love Andy Lau Tour" as an example, 93% of ticket purchasers choose to postpone the show.
Today, the Cloud Music Festival has become a "fixed show" for many music companies and musicians. On the other hand, when more platforms and musicians flood into the live broadcast, in addition to playing and singing, what new tricks can the live broadcast play? Whether long-term, homogeneous content will bring aesthetic bias to the audience is a question that platforms and creators need to further consider.
"There will be people dancing when there is free space, and life will not be deserted where there is music." The new song of the new pants band sang so. The epidemic has brought severe challenges to the music industry, but there are also new opportunities for transmission. How long can the Cloud Music Festival and Yunbundi persist? What changes will it bring to the offline music market? These will be left to test. (Finish)