"Music veteran" Asia Starlight Entertainment: Received another 10 million investment from Herun Media, with a valuation of 400 million yuan

after Asian Starlight Entertainment obtained the first round of investment from well-known enterprises and industry leaders, such as Huayi Brothers, Fashion Group, Hengxin Diamond, Xiaomi, upward Pictures, Entertainment Workshop, etc., the company's market capitalization quadrupled, and finally, with a valuation of 400 million yuan, it successfully completed the financing plan of the PreA-A round and obtained more than 10 million investment from Helun Media Group. At the same time, it announced the development of an independent entertainment brand IP "Xiao I", officially bid farewell to the business model of a single concert in the past, and announced that the company would be comprehensively upgraded to a "full-scene IP interactive entertainment marketing" platform, providing unique full-scene entertainment marketing services for the grafting of brand and entertainment marketing.

strong > Music veteran pays homage to B-end brand customers with "data is king" / strong >

in recent years, the film market is booming. The word IP has been hot, film game interaction, film and television derivatives development and other markets have also been driven, but what makes people's eyes bright is that the concert named after the movie name has also sprung up. Concerts such as "old gun" and "to Youth" have been broadcast live by friends in "moments", which really echoes and complements each other at the box office, and the social effect and commercial influence have been greatly improved. The trader behind this, and the company that silently changes the history of the concert is Asian Starlight Entertainment. In the past, due to the restrictions of region, venue and number of people, the influence of concerts was limited and the form of communication was single. Nowadays, the Internet technology is developed. The rapid rise of various live streaming platforms has increased the influence of the concert and the number of people covered many times. Asian Starlight combines the mode of concert and movie IP+ webcast, and the linkage of film and song, coupled with the power of webcast, brings its influence to a peak. "to Youth" Concert online flow big data: when the Youth Concert was broadcast live by Tencent, the audience covered 100 million people, with a cumulative audience of 37.95 million, with a total of 3.77 billion people covered by individual events. Online publicity covered 270 million people, and the number of screen openings on mobile phones and PC reached 330 million times, equivalent to an average of 10 live pictures of "to Youth Concert". So why is there so much data and prominence in the live live broadcast of the concert?

strong > CEO Ma Le abandons the traditional "park mode" to create a live concert "mall mode" / strong >

Asia Starlight CEO Ma Le said that it will insist on online live broadcast regardless of cost. Online live broadcast is a verb in the concept of Asian Starlight. In the live broadcast process of film and song, it provides huge space for brand business cooperation. Many brands do live interaction when they broadcast live concerts online and the sales effect is very obvious. For example: "Xiaomi TV if I am Luo Dayou" online and offline two weeks of promotion time, brought Xiaomi hundreds of millions of sales. Another example: during the live broadcast of the concert "I Do for Youth", it was bound to the online movie ticket list, and nearly a million movie tickets were sold. In the past, the form of live broadcast was only park mode, and buying tickets to enter the live broadcast was only for sightseeing, and the way of watching was simple and simple, with interactive faults. Now Asian Starlight CEO Ma Le has created a live broadcast method of watching while buying, and strongly recommends online concert live broadcast to invite beautiful hosts to evaluate the dress of various stars and the performance of live hosts by means of entertainment. This innovative entertainment live concert way has greatly stimulated the audience's enthusiasm and interest in live content, and also led to the sales of B-end customers.

in the end, the source of concert income is not only the concert box office, but also the share of the sales of brand products and the box office sales of film makers and distributors, which is precisely the new concept of "linkage between film and singing" and the innovation of brand marketing.

strong > subverts the tradition, counterattacks the business, Xiao I comes out / strong >

Asia Starlight's film-singing linkage + live broadcast mode is very successful, once creating various live broadcast data records and brand sales records. However, the traditional concert mode is the countdown, when the time and place are set, the countdown mode begins. Before the concert and during the concert, the brand has a lot of opportunities to participate in communication and live broadcast. When the concert is over, the project will be over, and the brand communication will come to an end. This is an inherent pattern, can it be broken? Counterattack it? Turn an end into a starting point?

the countdown mode of counterattack concert, first of all, there must be the participation of the brand, a suitable brand and seamless participation in the whole concert is the effective use of the commercial value of long tail in the later stage. Post-concert business model can be developed a lot, such as concert brand souvenirs, commemorative albums, limited collection products, concert-themed social marketing events and so on. Music + superstar + brand superposition of the chemical effect, enough to let corporate brands play more tricks. For the concert itself will also be a kind of subversion, because the addition of the brand diluted the cost of the concert 72 yuan to see a concert will no longer be a myth in the future performance market, with the price of a movie ticket to see a concert will be gradually accepted by the public. Let the concert become a kind of entertainment life style for consumers after dinner, which will be the only way for the continuous development of the performance market.

Ma Le has been leading the transformation of the industry, playing new tricks in the concert industry where people don't take it seriously. He likes to run for innovation. When people are spending a lot of money on IP, Ma Le is thinking about how to create his own IP to upgrade the platform of Asian Starlight Entertainment and provide better service for brand customers. As a result, Asian Starlight independent brand IP Xiao I came out, he is a virtual character, he can be everywhere, can interact with the brand, can interact with star artists, Asian Starlight Entertainment will be small I in music, film and television, products, creativity, trend, fashion, brand upgrading for all-round planning, display and promotion. First of all, from the aspect of music, we will plan the Xiao I theme concert; then from the film and television aspect, we will use Xiao I as the character prototype to incubate the original short videos, NetUniversity, online dramas, and cinema movies; will design and produce a series of creative star customization products with Xiao I characters derived from the original content of movies and TV dramas. Secondly, it will be fully packaged as an artist, will give him an album, will plan a series of landing activities with live stars, and so on.

strong > Asia Starlight enters the era of full-scene IP interactive entertainment marketing / strong >

2016 has entered the peak era of national entertainment, and brands have also entered the heyday of entertainment marketing. In the past, most of the cooperation between brands and entertainment were the names of variety shows, advertising placement of movies and TV dramas, and so on. With the development of the times such as the fragmentation of media, the fragmentation of audience time, and the changeable communication channels, the entertainment marketing of brands is not satisfied with the superficial naming or implantation of advertisements, but more often goes into the scene and becomes a part of it. it is called native advertising in advertising and scene marketing in the perspective of entertainment marketing. In the past, we came into contact with more scene marketing in the field of movies and TV dramas, but now there is a new concept in the field of music-full scene IP interactive entertainment marketing.

according to statistics, more than 977 million Chinese listen to music every week. In the next 10 years, China's music consumption is expected to reach 56 trillion US dollars. In 2015, the total number of performances exceeded 20, 000, and the number of online music users reached 501 million. In the past, music or concerts were good but not fun, limited by geographical restrictions and the number of people, so that music became a box and its influence was limited. However, with the rise of webcast, the Internet model gives music more room for development.

full scene IP interactive entertainment marketing is to use content marketing power to create a scene model, the audience to accept the content, the time and space of the scene.

for example, the whole scene of a concert or online live concert is as follows: publicity poster, online ticket purchase, receipt of tickets, going to the concert scene (or watching webcast), live interaction, live moments, shopping while watching the live broadcast on the Internet, and going home after the end. Post Xiao I brand souvenirs, food, moments, social media and so on. Each link of this series of whole scene can have the participation of the brand, and can directly drive the sales of the product. Each scene becomes a medium, amplifying the volume of the brand. There are more and more opportunities for brands to participate deeply, and the effect of KPI and ROI in marketing will become better and better.

panoramic marketing is a trend, and it is also spread in China or all over the world. Asian Starlight Entertainment will use its own independent original brand IP "Xiao I", enable IP+ music + platform + interactive new business model, combined with brand customized theme music scene, combined with performance scene to achieve exposure and aspiration, combined with Internet products to achieve interactive transformation, to create its own volume, with its own traffic, with its own sales volume of the full scene IP interactive entertainment marketing.

strong > Asian Starlight Entertainment omni-directional industrial layout moves towards collectivized management and control mode / strong >

after Asian Starlight Entertainment successfully obtained round A financing this time, in addition to its own brand upgrading, the strategic plan is clear, and the industrial layout is also carried out one by one. Asia Starlight Entertainment has invested in Beijing Junlong Shengshi Sports Club Co., Ltd., Qile Century Cultural Media (Beijing) Co., Ltd., and 10:30 Cultural Media (Beijing) Co., Ltd.

Edit: yvette