Online concerts will be swept, the music O2O is positive

The story of the music industry and the internet is full of love and hate: Music digitally eliminates cassettes and CDs, but the popularity and popularity of MP3 players has also made music products more demanding; Internet piracy has almost wiped out the "Platinum album", but the ring-tone pay-back download has made the record company a full pot ... Every time the Internet Typhoon blows, it will bring new life to the music industry, and this time the typhoon is blowing in the direction of the video site.

From trying to playing big

August 2 This year, Feng's "peak burst" Bird's Nest concert opened singing, a total of 60,000 fans to buy tickets to watch, the fare is 280-1680 yuan. At the same time, the network also to 30 yuan per sheet price sold 48000 for the network live electronic tickets and 27000 playback tickets, income more than 2 million yuan. "Through the video TV, Mobile end and the PC end of the video network full platform to enjoy the wonderful singing of the number of more than 100,000 people, online audience than the number of traditional viewers." "Music to see the relevant responsible person said.

The same month 31st, Tencent Video hosted the Mei "Paranoid Face" concert, the first attempt to create a world free online concert, the audience only 6,000, but the online audience is more than 1 million. And according to the reporter not complete statistics, this August to date, Feng, Mei, Chuan, Brilliance Yu, Karen Mok, Cui Jian, Chenxiang, Chen, Cao ... Have held an "online concert", a number of concerts on the line to watch more than million, many concerts online income almost achieved with offline income flat.

The success of the Feng and the Mei has also caused great tremors in the music industry and the internet industry, this creates a new O2O model of musical performance, in which viewers can watch the live or replay video of the concert online, and the audience is not limited by time, place, venue or number. The hot market reaction has greatly encouraged the music industry and the internet industry, especially video sites, everyone seems to have seen a "gold" shiny new road.

As a result, next year's video sites will play a bigger, most ambitious of the Tencent video. "2014, Tencent Video in the second half of the launch of the" Live Music "program, has held Mei, Karen Mok, Cui Jian, Chen, and other four superstar concerts, next year we will further expand the" Live Music "program, the year will be a high-density launch of 50 concerts, These include 24 top concerts that allow users to have intimate contact with a superstar every month. "Tencent Network media business Group video Platform Operations department deputy general manager, Tencent Video editor-in-chief Juan said."

According to Juan revealed, Jonathan, Jay Chou, Jolin Tsai, Rain, EXO, Brilliance Yu, Xiaojingteng, Leong and other top stars will be sung in succession. In Juan's view, this will be a "great experiment" in the music industry, as it injects the internet gene into the traditional music industry and explores the possibilities of musical O2O.

Mango TV, Youku, Archie Art, Sohu, KK sing ... Also in the launch of concerts and other performance activities of the live class shows, online concerts have become a video site content layout of the important innovative category.

The value of live broadcast

The reason why O2O concerts can become a mature model and video site Live technology mature, fixed and mobile speed upgrade has a great relationship, now the live user experience than in the past has been a great change, this is also going to be a video site to attract users of a big killer, and sports and music category to the forefront. Sports Live is more mature, and the performing arts market, including concerts, is exploring and innovating in various ways.

While watching live performances, the holographic experience may never be replaced, but the price advantage of $ dozens of or even free (which means that there may be a chance to endure advertising) is also tempting, and concerts can only be held at a fixed time and place, with fans all over the city and the countryside, and also from across the country and even around the world.

What is more important is the long tail value of the Internet, which can be used on a huge scale to support a business value that is not inferior to or far beyond the physical performance. At present, the main way to do O2O concerts are user fees and users free of two models, but both of these models are profitable. The former gains are obvious, but paying may limit the increase in the number of users, while the latter will attract a larger audience, and video sites will be profitable by associated means, such as live names and commercials. In short, no matter which mode, and other Internet products have to burn money for a long time to make a difference, online live almost one on-line is profitable.

A series of star "online concerts" make traditional concerts under the "Internet transformation" has a magical effect, in addition to the increase in income, there are some new possibilities, such as online viewing will form the traditional way difficult to obtain the "big Data": Fans of age, geography, gender, purchasing power and other consumption characteristics, These are valuable resources for music industry companies.

Not just the audience.

For users of online concerts, concerts are not only viewed as spectators, but more importantly as participants. For example, on the September 27 Karen Mok concert, Tencent launched the O2O from the line to the full interactive. For example, through the Netizen vote to choose "at the scene most want to hear the Golden Melody", Karen Mok according to the results of the vote, choose the top few of the songs on the scene exclusive deduction.

And in the brilliance of the online live concert, users of Mango TV and QQ music platform on a total of 180,000 3D virtual flowers, each flower is required to spend 20 yuan to buy, showing the astonishing purchasing power. In addition, 50,000 people participated in the online vote to determine the concert's repertoire-"Why Nobody fights." Finally, the Brilliance Yu concert line income reached 4 million yuan, and the day of the line under the box office.

Flowers can prove the value of a star, spit can also, you can buy virtual flowers, you can buy virtual eggs to express your attitude. Since it is interactive, in no spit not happy entertainment environment how will be less play screen, so far there are many people in the relish Chen live concerts on the incomparable joy of the playing screen bar.

"Apart users can participate in real-time interaction, operators will also be based on the scene of real-time manufacturing topics, adjust the atmosphere." The interaction will turn the concert into a carnival, with millions or even millions of of fans partying, which is unthinkable at any traditional concert. "Juan said.

The successful excavation of live and interactive values of sports events has undoubtedly been a persuasive endorsement of live broadcasts of performances such as concerts, or the pigs that were blown up just as they stood at the mouth of the typhoon.