2 Why are some online concerts always weird ？

source ： Parity （ID：jioupai） author ： Odd and even school Entertainment Group edit ： Zhao

Behind the inability to coordinate , It's the tone and music of Tiktok products , Especially the inconsistency of concert type and music form

After the repaired concert of Leslie Cheung and Jay Chou , Tiktok also held a legendary band Beyond A restored version of the online concert .

It's also focused on 70 after 、80 after “ Memories kill ” This restored online concert , It's a reproduction of Beyond Live 1991 Life contact concert . In addition to the middle-aged Hong Kong Music Divine Comedy 《 Glorious years 》 and 《 as boundless as the sea and sky 》,Beyond The classic 《 Like you, 》、《 No more hesitation 》 and 《 I Really Love You 》 One by one , Let a generation feel , It seems to be back to the childhood “ The summer of youth ”.

But such an exciting concert , However, it did not appear in previous concerts of Leslie Cheung and Jay Chou , In weibo 、 The grand occasion of brushing the screen in the circle of friends . Some came in obscurity , Touched a small group of people , And went quietly .

Before this concert , There is no overwhelming or distracted and interesting publicity on major social platforms and media , Nor did I brush the relevant promotional clips of this concert in Tiktok . I asked several heavy Tiktok around me “ addiction ” user , They all said that they didn't brush the warm-up publicity of this concert .

But live online , When I brush Tiktok, I find , Just swipe a few videos and you can get Beyond This restored online concert . however , It's hard to find its trace in the circle of friends , Microblogging hot search only 40 There is one in many places # You like Beyond Which song of # The topic of .

This wave of Hong Kong Rock spirit represents the band Beyond Of “ Memories kill ”, It's really a little completely empty . Think of Stefanie Sun's online singing and chatting meeting held by Tiktok before , Suddenly, there was an embarrassing scene of interruption and disconnection in the middle . I feel a little , Tiktok's concert , I always don't know where “ Strange ” Of .

What's wrong ？

01  The concert was very hot , Insufficient platform preparation ？ 

In recent years , As the epidemic continues to affect , Online concerts and concerts , It seems that people enjoy music “ The scene ” The main form of . From the relatively rough bedroom concert , Go to yuntiaodi , And then to the restoration concert with a strong sense of Technology , Musicians and the music industry seem to be adapting to the reality that music phenomenon is moving online .

According to the statistics of China Performance Industry Association , This year, the new round of epidemic has a huge impact on the performance industry in the valley , By 3 End of month , All over the country 、 Postpone the performance for about 9000 Sessions . Offline performance activities are back to zero again , The performance industry urgently needs to find a way to break the situation .

Online concerts are in this context , Become a vigorous 、 Normalized online entertainment consumption demand , It also opens a way for the domestic music industry to resolve the impact of the epidemic .

And this year , The biggest exploration and achievement of this trend , It should be retro and nostalgic “ Memories kill ”, Let online music performances have a different content and form .

It started with Xicheng boys 、 May day 、 Zhangguorong and others have presented “ Memories of youth kill ”, Prove its market potential .

last year 12 month 17 Japan , Xicheng boys live on the video number , This phenomenal online performance created a super 2000 Million viewers . Then this year 4 month 1 In memory of his brother Leslie Cheung 《 heat · Love Concert 》 Live broadcast of HD repair version , For the first time “ Ultra clear repair version ” The concept of , Test the water and explore the way for the subsequent remake of classic content .

5 month 20 Japan 、21 Two nights a day , The last two concerts of Jay Chou, the king of music, will be re screened live online , This concert proposed for the first time “ Online replay ” The concept of , The cumulative total viewing volume is nearly 1 Million people 、 The total reading volume of microblog topics is 50 Billion +.

5 month 27 On the day , There was even a scene in which Luo Dayou played against Stefanie Sun at the video number online concert and sang a chat on Tiktok online .

The space between these two king days PK, There are a lot of gimmicks .

Judging from the published results , Before Luo Dayou's online concert 30 Minutes is more than 500 Ten thousand people entered the live broadcasting room . Until the end of the show , Display with super 3700 Ten thousand people have seen . Plus the playback data , Finally, the total number of viewers reached 4186.51 ten thousand .

At the peak of the live broadcast of Stefanie Sun's singing and chatting meeting, the number of viewers reached 141.27 ten thousand , The cumulative number of visitors has reached 2.43 100 million times , A single live show is on the rise 87.77 ten thousand .

Judging from the number of viewers during the live broadcast , Obviously, Luo Dayou's online concert is far more popular than Stefanie Sun's singing and chatting . But the cumulative number of viewers , Luo Dayou's data is much lower than Stefanie Sun's .

This may be some of the data released by Tiktok “ Xiaoqiaosi ” 了 .

Actually , Stefanie Sun may sing and chat with PV（ Page views ）, Remember the number of people , Click in once, even once . Luo Dayou's concert may use UV（ Number of unique visitors ）, Remember the head , One account is counted once . The calculation methods of both sides are different , As a result, Stefanie Sun's concert on Tiktok has reached 2.43 Billion terrorist figures .

Even if Stefanie Sun was once a diva singer , I'm afraid it's difficult to reach the level that every six Chinese people click to watch Stefanie Sun's online concert . Many Tiktok users may be like me , When you get it, click inside to have a look , Doing other things , I'll remember later, and then click in to have a look , Click in and watch it several times , Even a few people , In this way, the original multiple of the number of viewers is counted as the number of viewers .

We haven't seen so far Beyond Live data of this concert on Tiktok , However, if we use the data released by Stefanie Sun ,Beyond This concert may also be a clever way to announce the number of visitors .

This scene Beyond The restored version of the concert is still a wave “ Memories kill ” The operation of . But in many details, it was Beyond My fans roast .

For example 1991 The song sequence of the concert in was edited again , This is unforgivable for many hardcore fans “ wrong ”. If there are music fans, say ,“ Cut in pieces , It's better to repair and broadcast the whole field directly “.

Previously, at Stefanie Sun's Tiktok online concert , There has been a more serious live broadcast accident .

Singing at the end of the chat , Stefanie Sun's concert was suddenly interrupted , The last song also stopped abruptly in the middle of singing . The signal did not resume until about ten minutes later , Stefanie Sun sang again 《 Windbreaker 》. After the live broadcast , Stefanie Sun also explained on Weibo ,“ The field transmission equipment is in condition , Cause program interruption .”

These details , All exposed that Tiktok was not professional enough in online concerts , Inadequate preparation for various situations . After all , In concert , Tiktok is also a beginner . It is possible for any situation to occur at any concert .

02  Not satisfied either way ？ The root cause is acclimatization  

In addition to the lack of preparation for the details of the concert broadcast , Lead to minor accidents and messy editing , A little embarrassed , Tiktok's product tonality and user habits do not match the concert atmosphere , In my opinion, it is a more fatal problem .

This scene Beyond The restored version of the concert has prepared a vertical screen viewing form in line with the habits of Tiktok users . Almost all users click in the vertical screen , But the vertical screen can easily make music users feel the live and silent experience of the concert , It completely deviates from the original intention of the online concert .

meanwhile , Tiktok also provides users Beyond Horizontal screen viewing mode of the restored concert . As long as the user clicks, it can be changed to horizontal view , But this is not in line with the user habit of Tiktok users who usually swipe up and down the short video and immediately swipe it away .

Although Tiktok provides users with the choice of horizontal and vertical viewing modes , But no matter which viewing mode , It is difficult to take into account the user habits and the needs of the concert and provide a sense of live and immersive atmosphere .

Actually , Behind this lack of coordination , It's the tone and music of Tiktok products , Especially the inconsistency of concert type and music form .

We all know , Tiktok is used by many users with kill time For the purpose of . So in dozens of seconds “ Fool happy ” The content is very popular in Tiktok , It's better to insert a small plot of sudden laughter or rapid reversal in the content , Let people get emotional relaxation and satisfaction in an instant .

But the natural flow of music , Especially concert music , It needs to meet the long-term scene experience that users are immersed in , Emphasize and highlight the fluidity of music in time , And the interactive stimulation and emotional atmosphere in the space , These are in tune with Tiktok's own products , And the user's purpose of using Tiktok .

therefore , It is difficult for us to feel strong emotional recognition or music enjoyment and satisfaction in these online concerts of Tiktok , Even if Tiktok plays the strongest “ Memories kill ” This card , We would still prefer to brush a few songs on Tiktok Beyond A song or a repaired live single will do .

It may also be the tonal incompatibility of this product , As a result, he is good at playing and operating traffic kill time Tiktok of content , It's a little awkward to operate these online concerts , There were all kinds of embarrassments at the scene .

And music fans are a little “ Not satisfied either way ” My little pride . This awkward feeling , In the final analysis, the form of the concert is not acclimatized to the ecology of Tiktok .

03  Lose money and earn money ？ 

Since the product tonality of Tiktok is related to the user's purpose , Are somewhat different from the concert music , Why does Tiktok insist on making great efforts and efforts to manage these concerts ？

Judging from the present situation , These online concerts have not brought any commercial benefits to Tiktok , I didn't see Tiktok doing any investment promotion or other commercialized cash operations in these concerts .

Actually , Online concerts are not impossible to commercialize .

4 month 15 Cui Jian's online concert was sponsored by Jihu automobile . according to the understanding of , The naming fee of this concert is at the level of ten million yuan .

Jihu automobile also revealed the good commercialization conversion rate of this online concert ： Cumulative gain 9000 10000 users reach , Complete the exposure of nearly ten million orders of magnitude . The information of high intention to retain capital is more than one thousand , Conversion rate reaches 50% above .

Again , Choose to play for the concert of Jay Chou, the former spokesperson “ Check ” Pepsi , Also in the “YYDS” I made a lot of favor from my screen brushing .

On the night of the concert of Cui Jian and Jay Chou , The wechat index of sponsors Jihu and Pepsi has reached the peak in recent years , Become a truly national hotspot .

In addition to such commercial models as sponsorship and advertising , Jay Chou's replay concert also opened the traditional offline concert “ Sell around ” Pattern , In Cui Jian's concert, users can even buy “ Wechat bean ” Give a reward .

In fact, the current online concerts have a wealth of commercialized cash means , But Tiktok seems to hesitate in commercialization .

Before I understand , Tiktok did these online concerts , Maybe it's more about solving your own traffic anxiety . After all, the current short video industry competition has entered the red sea , The flow dividend is no longer . For such a huge flow pool as Tiktok , The premise of commercialization must be to have a sustained and stable traffic base , At present, the flow of Tiktok is relatively single , It may be the biggest difficulty in front of Tiktok product manager .

Want to break through Tiktok pure “kill time” Entertainment attribute , Enrich the product experience of existing users , To obtain diversified traffic , All types of entertainment need to be tried , Even if it's so inappropriate, you have to rush first .

But in order to balance the trial of new products with the satisfaction of users' existing products , The commercialization of new products cannot be put on the agenda in the early stage .

This also makes Tiktok's online concert , More or less “ Lose money and earn money ” It means , But this may also be a step that Tiktok must take . As for whether it's good to go , For Tiktok, who is now rushing forward with his head covered , There is not so much time to think .

04  At the end  

No matter from Beyond Restoration concert , Or the previous Stefanie Sun singing and chatting meeting , Tiktok's online concert , It seems that I always walk behind others . From inviting famous singers to play “ Memories kill ” The love card begins , Follow on “ Ultra clear repair version ” The concept of , Learn again “ Online replay ” The technique .

But the shape is similar, not God .

It may be because the tonality of Tiktok products is inconsistent with the core of music, especially concert music , This leads to a jam in the user experience . The lack of publicity in the early stage of the program and the lack of final data release “ Small mind ”, It makes people feel that Tiktok is in a hurry to do online concerts .

Finally, it comes to the feelings of fans and users , It's just a little “ Weird ”.