In any case, the independent music industry finally realized that instead of complaining about the public’s aesthetic, it would be more meaningful to actively occupy the traffic entrance.
Editor’s note: This article is from WeChat public account “ Music Finance ” (ID: musicbusiness ), Author deer antler editorial department. Original title “Two Live Broadcasts Against the Modern Sky: From Station B to Faster”
From the disappearing LeTV music to the no-moving Tencent video LiveMusic, from the disappearing Mustang live app to the live app with the core function transitioning from “live” to “ticket +”, the live broadcast of music content has experienced a round of being A business story sought after by capital and the internet.
When the Internet traffic pattern changed, the LeTV system collapsed, and the live broadcast and short video battles raged, but the live music gradually became silent. When people thought that when they went online and offline, a sudden disaster made all Chinese people have to stay at home, and live music was once again awakened by users.
This is the first post in the “Live Watch” section of the Little Antlers editorial department.
“You you you you want to dance? You you you you want to dance?”
The familiar melody of the new pants band came out from Modern Sky ’s official fast-hand room “Modern Sky Group”. This is a promotional video uploaded to the fast-hand account on Valentine ’s Day. Beginning at 21:00 on February 14th, DJ Demone, Senders Chen, and CAI brought an online pop party to fast-track veterans in Beijing and Australia.
Six days after the end of Modern Sky ’s “House Strawberry Is Not a Music Festival” at station B, this week, the independent music industry set off a wave of online live broadcasts.
Street sound, Rolling Stone Records, Caotai Echo, Netease Cloud Music, Tencent Musicians, Taihe Music, and many other music companies have also released their own live music plans, which have aroused heated discussions in the industry.
However, the music industry is no stranger to live music live broadcasts, and it can even be said that they are long-lost old friends. In 2014, after LeTV Music successfully paid for the live broadcast of the Wang Feng Bird’s Nest concert, Tencent Video, Youku, PPTV, Mango TV, Netease Cloud Music, Migu Music, Cool Dog, Douyu, etc. followed suit, setting off a live music video battle.
Different from the previous round driven by capital and Internet platforms, will this user-driven live music live broadcast really truly permanently affect the way people consume independent music? Or the answer is still, after the epidemic, the online ones are still online, and the offline ones are still offline?
1, “House Strawberry” became popular at station B
During the Spring Festival, the epidemic in Wuhan spread. One after another news made all the Chinese in their homes feel heavy and unconscious.
Under this background, Modern Sky’s “Home Strawberry Music Festival” appeared in the public view through station B, which cheered the long-debilitated audience.
“We are proud to bring joy and relieve anxiety to everyone.” Shen Ye, vice president of Modern Sky, told Little Deer Antler Music Business (ID: musicbusiness) that the starting point was to think about how to do more for public welfare. Things, because too many young people are very painful and boring at home, “We want to do something to make everyone happy.”
Thanks to the mature video production experience of Modern Sky and the live broadcast experience accumulated in the live app, this time the core member of this huge project work is only 4 people, all of which are completed at home from the “cloud office”.
On February 3rd, the “Home Strawberry” Music Festival was pilot-broadcasted at station B. The performance lineup includes Fu Lu Shou, Big Wave, Li Da Ben, Low Absinthe, Bird Hit, Penicillin, and New Pants. In the broadcast content, in addition to the recorded videos of strawberry music festivals in various places in the past, new self-made videos by musicians have also been added.
The cheer of live music in the past has now become a full screen barrage. The video of Li Daben’s previous Wuhan performance is also embarrassing in this context. The words “Wuhan Come” in Li Daben shouted ” Wuhan, how are you? ”
On that day, the number of online trial pilots of “House Strawberry” reached 320,000.
On February 4th, the “Home Strawberry” Music Festival was officially launched. The event lasted for 5 days, and the maximum number of online people in a single day of the festival live was 490,000. The cooperation between Modern Sky and Station B made users at home feel the charm from Yun Bundi and Yun POGO, dispelled the anxiety and emotional depression of doing nothing at home, and it was also a mourning Music lineIndustry boosted morale.
Speaking with the data of “House Strawberry”, in the five-day live broadcast, more than one million people watched the live broadcast, the maximum number of people online in a single day reached 490,000, and the maximum number of barrage in a single day was nearly 100,000.
In this regard, Shen Yan said that at the beginning the team hoped to find a neutral platform for non-commercial content, then Modern entered the B station as the UP master, and its consumer group and age were also very modern. “During the live broadcast on the 5th, Station B gave us a lot of promotional support. For the trial broadcast on February 3, we just” notified “through Modern Sky’s existing self-media matrix and community. “
At that time, the Shen Yun team wanted to test it and see how to quickly run through the technical and process maps. In addition, he also wanted to see how modern the appeal of his own community. Therefore, the pilot broadcast on February 3 chose The circle of friends and Weibo send publicity pictures. Unexpectedly, with one pass from ten to one hundred, the number of online pilot testers reached 320 thousand, and “House Strawberry” also became a hit, setting the stage for the official launch in the next few days.
In terms of content, House Strawberry is mainly based on “Strawberry Music Festival recorded video content” + “Musician-made” content, and with the deepening of the live broadcast, more and more modern signed-up musicians have joined the live broadcast camp of homemade content. in.
Afterwards, due to the increasing influence of “House Strawberry”, Shen Min also quickly organized a team of 10 people to interact with netizens online and respond to the barrage.
Meanwhile, the seamless switching between live and live recordings of musicians, content planning and landing for five consecutive days, Modern Sky, a cloud music festival live broadcast, is no easier than the artist’s birth of an album at home.
In 2015-2017, almost all music festivals hosted by Modern Sky will be live, which also accumulates a large number of self-made video content copyrights.
“There is nothing left to do, so much is needed.” For the “Cloud Music Festival”, this is the voice of passers-by.
High-quality live music content is conducive to the gathering of vertical communities, adjusting the platform’s tone, and attracting more segmented brands. For each individual who has to stay at home, music will undoubtedly fill everyone’s spiritual needs.
In any case, “House Strawberry” appeared at the time node at that time, which fits the mood of young people in the house, which is the main reason for its popularity.
2, Go fast and go for fun