[News Essay] The popularity of online concerts is not just for nostalgia
【News Essay】
Under the background of epidemic prevention and control, offline concerts cannot be held in many places. Recently, many musicians have held online concerts on online platforms, attracting the attention of many fans.
According to media reports, two well-known artists "collided" in the online concert time a while ago, and the PK concert in the air once attracted 200 million fans.
People's enthusiasm for classic old songs has formed a cultural landscape.
"Whoever I meet, what kind of dialogue will there be?" "On the banyan tree by the pond, I know summer is calling out loudly"... The familiar melody from childhood sounded again, and some people still felt emotional.
Through online concerts, the once golden songs still bloom with touching charm.
At present, the live broadcast, recording, and rebroadcast of various concerts are so easy to gain over 100 million traffic, so that many veteran singers reappear in the audience's field of vision, and it is obviously an important reason to evoke strong memories of people's time.
But the popularity of online concerts isn't just about nostalgia.
During the epidemic, offline concerts cannot be held, but people's cultural and entertainment needs have not disappeared.
Compared with musicals with grand scenes and many actors, personal concerts are obviously more suitable for the characteristics of online communication. Seizing this "export" to refresh a wave of existence is a kind of active change under the epidemic.
For fans, listening to concerts online may feel less lively, but it is also an opportunity to "close contact" with their favorite singers.
The popularity of online concerts is in line with changes in the market.
Statistics from relevant institutions show that as of December 2021, the number of netizens in my country has reached 1.032 billion, and the number of online live broadcast users and online music users have reached 703 million and 729 million respectively. Among them, the number of live concert users is 142 million.
If a concert that serves people is to be prosperous, it needs to "set up a stage in a place where there are many people".
The huge online music user base provides a realistic possibility for the rise of online concerts - the Internet with a large number of people, a large market and strong demand is a huge stage for artist competition and a "must fight" for performing arts groups.
In this sense, holding online concerts seems to be a helpless move under the epidemic, but in fact it is an inevitable trend to actively adapt to market changes.
The evolution of concerts from offline to online is also inseparable from the advancement of technology.
From "10,000 concerts" to "short video concerts", from "cloud boxes" to "virtual immersion" and "bullet time", new technologies blur the boundaries of time and space, making online audiovisual experiences more realistic and interactive. getting stronger.
It is foreseeable that even if the epidemic is over, online concerts still have space and value - at least it brings a low threshold and low-cost display opportunity to many musicians, and also brings a good quality to the public. Inexpensive consumption options.
Not long ago, the "Opinions on Promoting the Implementation of the National Cultural Digitalization Strategy" issued by the Central Office and the State Office clearly stated that it is necessary to vigorously develop a new digital cultural experience that combines online and offline integration and online presence.
Online concerts are also in line with this development.
"If you want to transform the quality of the people, then poetry and music are one of the essentials of spiritual education." In addition to the enjoyment of beauty, music also has the social function of inspiring, edifying, and educating people.
Although music performances, including online concerts, have the characteristics of virtuality and flexibility, they also need to be regulated according to offline aesthetic standards and value requirements. Vulgar and vulgar content should not appear, and they should not deviate from the correct value orientation. .
Artists and platform companies keep the bottom line, and the regulatory authorities perform their duties well. Only on this basis can they innovate and develop better.
(Author: Li Sihui, a researcher at the Huazhong University of Science and Technology Branch of the Hubei Provincial Research Center for the Theoretical System of Socialism with Chinese Characteristics)