What does the TFBOYS concert live broadcast by 118 million people simultaneously attract attention online?

TFBOYS 'fourth-anniversary concert "Alive Four" lasted only two and a half hours of live broadcast, but it set a record for the number of online live broadcasts of Tencent Video LiveMusic in 2017 with 13.81 million online viewers, and the total number of live viewers reached 118 million.

TFBOYS 'fourth anniversary concert "Alive Four" has just come to an end in Nanjing, but the topic raised by this concert has not subsided. Official data shows that the live broadcast of the concert, which lasted only two and a half hours, set a record for the number of online live broadcasts of Tencent Video LiveMusic in 2017 with 13.81 million online viewers, and the total number of live viewers reached 118 million. Nowadays, live broadcasts have become standard for many concerts, but the high popularity of concerts does not mean that live broadcasts can also gather a large number of audiences. So, apart from the celebrity's own influence, what are the key factors that affect the attention of live broadcasts?

118 million people were online simultaneously.

In 2016, the TFBOYS fan meeting for the third anniversary of his debut broadcast live broadcast by Tencent Video LiveMusic attracted a total of 4.25 million people to watch the live broadcast. However, just a year later, this number has changed dramatically. According to data released by Tencent Video, the number of live bookings for the "Alive Four" concert for TFBOYS 'fourth-anniversary concert reached 6.61 million, breaking the 2.18 million bookings for Faye Wong's "Fantasy Music" concert in 2016 and creating a new reservation record for Tencent Video LiveMusic live broadcasts. At the same time, the concert also set a record for the number of online live broadcasts by Tencent Video LiveMusic in 2017 with 13.81 million online viewing users.

"Fortunately, there is a live broadcast, otherwise we fans who didn't get the ticket code would be doomed to miss this performance." Consumer Ms. Tian said that although it was a pity that she couldn't go to the scene, the fan group had also prepared a massive support action online and continuously pushed up the popularity of the live broadcast by swiping gifts."This concert was broadcast on multiple live broadcast platforms. Our online support is to attract more people to pay attention to TFBOYS."

It is reported that the TFBOYS fourth anniversary concert was jointly broadcast live by the five major platforms of QQ Music, Cool Dog Music, Cool Me Music, National K Songs, and Cool Dog Live Broadcast, Tencent Video and Qzone. The total number of live viewers was 118 million, of which, the number of people watching live broadcasts online at the same time reached 7.66 million, the total number of gift-giving fans exceeded 7.04 million, and the total number of gifts given reached 340 million.

Some industry insiders pointed out that when live broadcasts were not yet popular, concerts were bound to inherent venues, and musicians 'planning for concerts was relatively simple, nothing more than manufacturing, ticketing, and obtaining performance shares. However, when the performance industry gradually accepted and understood the changes brought by live broadcasts, concerts obviously have greater room for imagination. Nowadays, live broadcasts have become standard for some large-scale concerts. Selling live broadcast copyrights and awarding live gift rewards have also added a revenue channel for concerts."Although the popularity of some stars 'concerts remains high, it does not mean that live broadcast content can also attract audiences. How to use the means that the Internet is good at promoting live broadcasts is a problem that various concert live broadcast platforms must face."

Multi-platform joint campaign

"Although celebrity popularity is one of the reasons that affects the number of live viewers, it is obviously necessary for live concert platforms to further expand their audience through marketing." Wang Yi, founder of One Meter Observation, said that the live broadcast will liberate the concert from a single venue to tens of millions of video terminals, and the communication effect will be upgraded accordingly. However, the live broadcast is not just a simple simultaneous output of live pictures. The simultaneous interaction between online and offline is obviously more conducive to driving the topic and attracting the audience.

Taking this fourth-anniversary concert of TFBOYS 'debut as an example, before the concert started, Kugou Music, one of the live broadcast platforms, launched the topic "The Story of the First Meeting with TFBOYS" on the official Weibo account; Tencent Video LiveMusic customized a series of content such as exclusive rehearsal tidbits, exclusive retrospective reports, and fan-exclusive poster protagonist collection to create momentum for the live broadcast of the concert. Considering the habit of many fans responding to support on the spot and interacting face-to-face with social friends, Tencent Video LiveMusic has prepared a "second scene" outside the concert venue, using high-definition large-screen equipment to allow fans to watch the live broadcast of the concert from all angles. At the same time, there are also benefits such as idol photo boxes, exclusive support packages, and fan parties, creating an offline music social scene that simulates live experiences such as concert support, viewing, and sharing.

"For a long time, concerts have always focused on improving offline user experience. In fact, any live form of performance is divided into two parts: online and offline. Among them, live broadcast is the main channel for online output of content." Performer Zhang Ping said that in order for the live broadcast to have better results, we must make plans in the early stages of preparation for the concert. This TFBOYS fourth anniversary concert should have decided to adopt online live broadcast at the beginning of its launch. Only then will we focus on live broadcast to strengthen the online live broadcast experience of users."In the future, the music market must be a new ecosystem that focuses on user experience, links the entire music and live broadcast markets, and allows participants to share. With the continuous development of technology, VR, The use of AR, 3D sound effects, holographic projection and other technologies will also create more possibilities for live broadcasts."

Technical effect needs to

be improved. The record-breaking number of live concerts seems to have brought huge market dividends. However, in Wang Yi's view, various music companies, video platforms, and live broadcast platforms are currently in the field of live concerts. However, not much can be done well. Different from daily Mobile Live Video Broadcasting, live concerts have technical thresholds."Although live concerts are very popular, if the live broadcast effect is not ideal, it will also have a negative impact on stars. Therefore, Many economic companies are still very cautious about live concerts."

According to data from Intelligence Research Consulting, the scale of the live broadcast market reached 15 billion yuan in 2016, and it is expected that the scale of the live broadcast market will reach 60 billion yuan in 2020, of which live concerts accounted for 13.3%. However, looking at the mainstream online live broadcast platforms in the market, most live broadcasts of performances focus on music festivals, platter performances, fan meetings, award ceremonies, or some concerts that only hold one performance. However, singers and orchestras such as Mayday, Eason Chan, Jay Chou, etc., who are known for doing touring concerts, rarely start live broadcasts of touring concerts.

In this regard, Zhang Ping said that these singers and orchestras are not only worried that live broadcasts of concerts may affect the box office, but are also worried that the presentation of stage beauty and sound effects will be discounted. Because the concert involves many departments, problems in any link of communication and coordination will affect the final effect of the live broadcast, such as the number of rocker machines, the number of transmission lines, the location of lights, etc. At this concert marking the fourth anniversary of TFBOYS debut, the host came on stage many times and asked fans to turn off the support lights because the lights seriously interfered with the brightness of the live broadcast. However, coordination between the two parties failed, resulting in the dim facial lights of the characters in the live broadcast screen during some periods of time."At present, there is no set of industry norms and guidelines that can be used for reference in the field of live concerts. Many on-site emergencies are difficult to predict when building live broadcast equipment. Therefore, live broadcast technology has become a part that must be improved on the live broadcast platform. On this basis, only then can live concerts continue to explore more operating methods such as user payment and member viewing."

Editor: Mary