China News Service Client, Beijing, May 20 (Ren Siyu) "Behind us is the billowing Yangtze River, where we are located is Wuhan, come on Wuhan!" On the evening of May 15th, the long-lost Band of Admiration brought the first An online live concert was not announced until the end of the show. The venue of this performance is Wuhan.
In the 90 minutes, the Admiration Band brought 16 works including "Wish Love Worry", "West Lake", "Singing Songs for You", "Road Songs", and "Goodbye Jack", but they are different from the live performances in the past. This concert requires an 18 yuan "ticket".
Would you like to exchange a cup of milk tea for a high-quality online paid concert?
Source: video screenshot
Online singing enters payment stage
Affected by the epidemic, in recent months, offline music performances around the country have been shut down, and musicians who cannot perform live have turned to the front line, from the initial "bedroom play" to live studio recording, online concerts, performances are also in non-stop upgradin.
In the months since the epidemic, Tong Yang did not participate in any live broadcast, but donated 1 million to Wuhan for the first time, and took out the other half of the actual income of the digital album "Over the Sea" to help the musicians in need to overcome the difficulties. .
Their paid concert on the evening of the 15th is also the first performance of the Modern Sky "Strawberry Nebula" program. This is a paid performance live broadcast program that integrates high-quality performances, interview interaction, and online interaction. Audiences can enjoy high prices by paying 18 yuan. High-quality performance content can also provide support for music labels and music practitioners.
Last weekend, in addition to admiring the band, Yang Hesu, Liu Xuanting, He Meiyan, and Longjing rap also joined together online. Last year, Click15, Jiulian Reality Band, which shined in the "Summer of the Band", also met with fans. All these performances require payment, and the "tickets" range from 1 yuan, 6 yuan to 12 yuan.
Source: Music live performance poster.
During this special period, online concerts are no longer a new concept for the audience. With almost all performances cancelled or postponed, various cloud music festivals and cloud bungalows have created large sizes for music fans. Small online carnival, but for the music industry, there are still very few artists who earn income through home broadcast.
As the audience's requirements for the quality of the live broadcast become higher, musicians also need to invest more costs to upgrade the performance technology. Song Xin, the agent of Jiulian Real Estate, counted the cost of a live broadcast of high-quality performances, covering all aspects of venues, lighting, sound, stage instrument equipment, shooting team, technicians, live broadcast technology, travel and isolation fees. Free live streaming obviously does not support these high fees.
Source: Weibo screenshot.
Recently, NetEase Cloud Music, Modern Sky, and Xiudong have launched paid live broadcasts. The platform and music companies have taken action to explore new possibilities for music realization with high-quality paid performance content. According to NetEase Cloud Music's "Lighting the Scene" introduction, the platform will provide professional support for performance venues, live broadcast teams, etc. The musicians only need to be responsible for the performance, and the paid live broadcast income will be 100% to the musicians.
Modern Sky "Strawberry Nebula" project.
NetEase Cloud Music "light the scene" action.
Due to copyright protection, these paid performances have a "limited time" requirement. For example, the online performance of "Strawberry Nebula" is only reserved for 48 hours. Users who have purchased tickets can watch unlimited times within 48 hours, but afterwards Net delete. The "on-site lighting" pay-on-demand can only be watched for 30 minutes. In addition, without permission, screen recording, recording and distribution are prohibited.
Unlike the original musician's self-made videos, these online performances are real-time real-time performances, and have reached high quality standards in dance beauty, lighting, and sound equipment.
In terms of audience interaction, paid live broadcast has a more novel design than before. For example, in the performance of click15, the audience will face 15 choices. The band members will select props and improvise according to the audience's preferences to change the content and direction of the concert. The Houhai Shark, which will be unveiled on the 22nd, will bring the theme of "Room Adventure". The performance is composed of two parts: music performance and interview interaction. The lead singer Fu Han personally acts as the director, responsible for scene design and performance content arrangement.
To help musicians, also support offline Livehouse
Under the epidemic, it was not only the musicians who lost their performance but also the music scene that relied on performance and consumption to earn income.
"The epidemic affected Livehouse quite a bit. The music festival is gone, and Livehouse has to continue to pay rent." Gao Hu, the lead singer of Tongyang Band, said in the performance that the drummer accompanying the band that day was Zhu Ning, the host of Wuhan Livehouse VOX.
Source: Screenshots of the live concert of Tong Yang Band.
Like a movie theater, it will take some time for Livehouse to actually resume business. Although many Livehouses have been opened one after another, and the wine consumption area has been opened, it is still difficult to attract a large number of customers without the help of music performances.
Under pressure, Livehouse tried many ways to save themselves. On April 21st, Beijing's well-known Livehouse Xinjiang Jinjiu OMNISPACE announced its transformation into a "studio", and MAO Livehouse in Guangzhou also announced the opening of rehearsal services for all bands.
Some Livehouses were temporarily closed due to operating pressure. On May 12, 2020, the Beijing DDC Shanlao Hutong shop was closed, and it was planned to find a new location in Beijing. The Shanghai Arkham Club and Guangzhou TU convex space also announced the closure of business recently.
Source: Weibo screenshot.
After launching the "Strawberry Nebula" paid performance live broadcast program, Modern Sky also launched a branch program "Nebula Gravity Field · National LIVEHOUSE Linkage Program". Fans can join Livehouse's exclusive viewing group to make an appointment in advance. Free admission to watch, this plan is also to add vitality to the Livehouse that is gradually returning to business.
According to statistics, on the night of the band's performance, 386,300+ people watched the performance through live broadcast, and 29 Livehouses in 23 cities, 4413 people participated in offline performances. On Weibo, many netizens showed up in the Livehouse chorus The scene of "driving a small train": "The scene was almost overturned by the train-running team", "The days when there is no music festival are about to collapse".
Source: Weibo screenshot
Are paid viewers willing to pay for live music?
Spend a few yuan, a dozen yuan to enjoy a paid music live broadcast, many netizens said that musicians show sincerity to perform, they should respect and support their efforts, and the fare is not unreasonably high.
However, some people commented, "I would spend a few hundred to watch the scene, but I spent a little more than a dozen to watch a live broadcast. I was a little hesitant." Compared to the live scene, they felt that the online pop-up was "unfortunate."
In addition, in the design of paid performance content, how to ensure high-quality full-course live performances, and how to weigh the proportion of interaction and performance are also issues that music companies and platforms need to continue to consider.
Source: Live screenshot of Jiulian Live Band.
On the evening of the 17th, during the badminton warm-up and painting session of the Jiulian live show, the non-stop barrage urged the performance as soon as possible, and there was once a "vote refund". News swipe screen.
Now that the epidemic has not completely ended and live broadcasts are blooming everywhere, new attempts at paid music live broadcasts may become the norm in the music industry. "Lighting up the scene" announced the following lineup of artists such as Su Zixu, Yinxu, and Neon Garden; the "Strawberry Nebula" plan will also welcome Houhai Big Shark, Dada Band, Ma Bing, Universal Youth Hostel, Xie Chunhua and other musicians. During the performance, more and more labels and institutions joined the plan.
"Strawberry Nebula" poster.
At the same time that online music live streaming has entered a new stage, offline performances have begun to have good news. On May 17, the East China Sea Music Festival announced that the tenth anniversary of the 2020 East China Sea Music Festival will be held from September 4-6 Inspire many fans.
"Music will not stop, the scene will always be there." Are you planning to pay for live music streaming? (Finish)