Before moving the bustling nightclub online, some people started to continue their music online before and after the Spring Festival. In a group called “24-Hour Rock Party”, many live videos of rock bands were sent out. Slowly, the group of friends played with Yunmaijiu, Yunkai train, Yundiving, and even went live at station B, and obtained the music authorization of several bands. Soon, Modern Sky followed up and held “House Strawberry Is Not a Music Festival” at Station B. As an online version of the Strawberry Music Festival held over the years, it appeared in front of music fans.
At this time, more and more bars and Live Houses choose to close their stores because of rent and labor costs. There are also some small shop owners who choose Netease Cloud Music, Shrimp Music, Cool Dog Music, B Station, Quick Hands. , Douyin and other platforms started to broadcast live, to reward the income to chat and supplement home.
A bar owner frankly said: “Going online does not solve the substantive problem, we just want to do something.”
How exactly does “Bundy Di” jump?
Hangzhou girl Gu Chen has been trembling in the cloud for three consecutive nights. At around ten o’clock every day, she returns to the room after her parents sleep, closes the door, puts on headphones, and the DJ broadcasts the electronic sound. Swinging up in the dance music, before entering the room, Gu Chen would drink a small glass of whisky against iced black tea, and put himself in a slightly sloppy state. “This would be a little less rigid and awkward.”
As a senior RAVER, Hangzhou nightclub SOS CLUB is the base of her and her friends. Whenever the first few years and the sixth day of the previous few years, she always chooses a day and relaxes before going to work. “My social needs are not great. I always go with friends and make friends with each other, but I am mainly happy,” she told Ran Caijing.
For Gu Chen, the advantage of Yunbundi is that she can see the performances of nightclub DJs across the country. In the past few days, she saw a favorite DJ and brushed some gifts in the past, but compared to offline cards. With the minimum consumption and alcohol money, Gu Chen feels that spending on gifts is not high. In addition, Yunbundi can also realize one-second transitions and online cards. Some nightclub regulars use gifts to show their spending power and status, but their spending power in live broadcast rooms is still much lower than offline.
Unfortunately, the lighting effects, sound effects, and live atmosphere at home are very different from the offline experience. A kind of resistance in life, “Gu Chen said.
On the one hand, it is practicalAfter Yunbundi’s success, her boss said in a circle of friends that the live broadcast on Douyin just wanted to create a sense of entertainment for everyone to squat at home, and also wanted the company to survive. For high-end nightclubs, expensive venue rents, hundreds of staff salaries and other expenses are burdened, and they can only be forced to accept losses first, and maintain the interaction with the guests in a “cloud bundi” manner so that after the epidemic is over Quick recovery is the most important purpose.
In addition to maintaining the customer base, using the platform’s promotional resources to promote themselves and broaden the potential user group, it is also an important reason why nightclubs and labels value online channels. At present, the brands that cooperate with Douyin have already It has reached 17 nightclubs and 12 well-known DJs, and 13 nightclubs in cooperation with Kuaishou. The two platforms have provided traffic diversion measures such as recommendation positions, search weighting, and publicity for Yundi.
The platform’s appeal is obvious. Short-term hotspots can effectively drive traffic and activity growth. In the long run, Yunbundi is closely related to electronic music. It can enrich its own content types and increase its own through cooperation with DJ labels. Music resource reserve.
“In terms of an incident, it is very successful, but many people are watching whether this matter can become a new business model, or that the epidemic situation such as online will have such a high degree of popularity in the future. This is for sure Impossible, because first of all the atmosphere is different, it is impossible to feel like a nightclub at home. This is the same as watching a movie at home and watching a movie in the theater. Besides, One Third is as good as a live broadcast on it, but his running water is definitely Far less than offline, for bars and nightclubs, the income of drinks is basically 100%. “Liang You does not think” Yunbundi “is disruptive.
For the “Bedroom Music Festival”, North Park also believes that the concert on the cloud and the film industry are completely different. This is not the so-called mode disruption brought by the online broadcast of “Aunt”, which is the same as several musicians in the daily The same reason for posting new songs and videos on Weibo. Everyone wants to do something. Everyone is trying to find a solution. It is good to have fun in a difficult situation. time.
The collective dilemma of offline performances
If there is no epidemic, Liang You essentially doesn’t like this kind of live broadcast. He prefers to meet offline with his friends. Now he is forced to do nothing. It was closed, and there was no other work. I just wanted to see if I could find a breakthrough on the line. In the event of an epidemic, it would be a good thing for him.
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