TMEA festival heat out of the circle, why does it know you and me so well?

Tencent Music has been starting from the user's point of view, such as the theme of "Let me sing a song for you" set by this TMEA festival is very obvious. Covering more than 800 million monthly active users, Tencent Music brings together the most extensive fan loves in China, thus achieving mass market resonance.

Reading entertainment | yiqiduyu

Text | Lin Buzi

In the fast-paced moment, what kind of sound can temporarily stop us from work life and slow down to listen to music for a while? On the evening of December 11, the third TMEA Tencent Music Entertainment Festival gave an answer.

If the continuous "let me sing a song for you" stage that night made us feel the warmth and energy brought by the music, then behind this is the TMEA festival taking care of every group and making everyone feel that they understand their own ironing.

Compared with the presence of most of the star artists in the Chinese music scene this night, what touched the audience more was the emotional resonance, "I cried again when the milk tea opened, youth!" "Hearing to send you a small red flower, I broke the defense, Zhou Shen really warmed me", under more and more such network sounds, TMEA Tencent Music Entertainment Festival has also become the activity of the night because I know you best to achieve the heat out of the circle.

Under the trend of differentiation and circle layering, if it can not poke the resonance of the mass market, it can only be the self-carnival of some groups, which also makes us want to analyze specifically, how does the TMEA Tencent Music Entertainment Festival (hereinafter referred to as the TMEA Festival) resonate with the market and go out of the circle?

1

Get you and me: amplify music to express value

Let the people you love the most sing the songs that know you best

Jay Chou, Mayday, Rene Liu, Xue Zhiqian, Hua Chenyu, Times Youth League, Taylor Swift, Wu Qingfeng, Deng Ziqi, Zhou Shen, Cai Xukun, Su Wuren, INTO1... After the announcement of the first and second rounds of the TMEA Festival, the heat of this night can be imagined.

However, the top lineup has long been no longer the only condition for attracting the mass market, after watching the entire festival, the reader believes that the biggest highlight of the TMEA festival at the content level is to let the most suitable people sing the most suitable songs, and really play the value of the top lineup - through accurate selection of songs, let each performer not just sing a song, but through music in expression.

For example, the tandem performance of "Send You a Little Red Flower" brought by Zhou Shen is a tribute to the "most beautiful retrograde". "Send You a Little Red Flower" was created by Zhao Yingjun during his illness, but it shows not pain but warmth, and Zhou Shen, who has a gentle voice, interprets this song with temperature, which also makes people feel the power in musical works.

And Mao's "Diary at Sea" "Singing a song for you who travel alone", Mao's biggest feature is to integrate strong emotional emotions into the music, use music to accompany those who are wandering outside, and let their hearts be soothed.

More public discussion such as Mayday, Liu Reuying brought "Later", "I don't want to leave you alone", not only let young men and women fail to say the sentence, failed to achieve a beautiful future, there is an outlet, but also led to the post-90s group's nostalgia for youth staged a memory killing, "is a whole grandfather Qinghui", "the only song I can sing, youth!" Many netizens have similar comments.

Under the theme of "Let me sing a song for you", which songs to sing are mentioned as important as the star lineup, let the most loved ones sing the songs that know you best, create a stage that meets the expectations of music fans, and understand you and me, which is one of the reasons why the TMEA festival impresses the market at the content level - the expression value of music is amplified, so that our nostalgia for youth, tribute to the fighters, and encouragement to you and me have a foothold through music.

At the same time, under the ingenious theme setting of the TMEA festival, this grand festival that understands us also allows everyone who watches to find their own feelings, because music can always string together our emotional resonance.

Before each performance at the TMEA festival, it is indicated who the song is sung for, "Sing a song for the wind and rain figure", "Sing a song for you who sleepless late at night", "Sing a song for you who never left"... People in different states and need different energies get the warmth of a song, or heal, or move, and music can always poke our emotions, which is why we feel that this festival understands you and me.

In addition to who the specific song is sung for, the TMEA festival also has more details to sculpt.

For example, the performances brought by Jay Chou, Cai Xukun, and the Times Youth League are also a song for youth from the perspective of the times. These three groups of musicians are the important existence of the post-90s, post-95s, and post-00s youth, Jay Chou sings for the youth of everyone, Cai Xukun sings for the youth who have been reunited for a long time, and the Times Youth Group sings for you and me who are teenagers, such a combination makes audiences of different ages can sigh and be moved by the beauty of youth, just as the lyrics "A generation will eventually grow old, but there are always people who are young", which reflects the intention of the TMEEA festival in the content setting, and also the care for everyone's inner emotions.

Time Boy Band "Endless Adventure"

In this way, through the clever setting of the content level, amplifying the expression value of music, touching the softest corners of everyone's heart, understanding you and me, so that everyone can be warmed and healed in the TMEA festival, and achieve the resonance of the public group, which may be one of the reasons why the TMEA festival can burst out of the circle.

2

Make a connection: Use music to reach the emotional resonance of the public

Let everyone no longer be an island

Achieving group resonance is the basis for a content to go out of the circle, and behind the TMEA festival, there is not only resonance, but also connection.

Separating under the influence of the epidemic has become the norm, and meetings with friends and gatherings with relatives are no longer as simple as they once were, which also makes connection an important thing. At the end of this year, the TMEA Festival gathered the top star musicians in the Chinese music scene and asked them to sing a few songs for you and me, which not only met the expectations of the market, but also used music to connect us with each other and the outside world, which is the warm background of the TMEA festival in winter.

In addition, the TMEA festival's performance of multiple musical genres and the gathering of star musicians with their own expertise have also contributed to a connection at some level. Rap, national style music, electronic music, singing and dancing, etc., have developed a mature circle culture at the moment, these culture lovers are usually active in their own social field, although they can be immersed in it, but the people around them are difficult to resonate and will also make them feel lonely, and in the TMEA festival, which gathers on the stage of different cultural circles, we can not only feel the charm of various music types, but also see people in different music culture circles communicate on the same platform and release love. This may also allow empathy for users with different purposes.

Of course, the more important connection of the TMEA festival is the touch and resonance of public emotions.

When feeling lonely, someone will not feel that time is too difficult to survive, Mao's "Diary at Sea" pokes not only "you and me who travel alone", but also everyone who faces the screen alone to watch the grand ceremony, Liu Shuang's "Mohe Ballroom" is not only touching people who are facing the separation of lovers, people who yearn for beautiful love will get emotional satisfaction because of a melody and a lyric.

Musicians, singers sing songs, convey feelings, TMEA festival for everyone to send a song, through music into everyone's heart, just like the video released in the festival, the daughter for the mother at home sing a song, lovers for the other half to sing a song, they are borrowing music to express their feelings, and these feelings are what we all have, experience, which is why this festival can connect everyone.

In fact, the topics and popularity on the Internet are the result of people contacting each other, we have the topic of communicating with friends because of a music festival, because a music festival feels the charm of youth together, because a music festival has a common good memory, so that we are no longer an island, which is also the fundamental reason why the TMEA festival has such a heat and can go out of the circle.

As a leading platform in the industry, Tencent Music has been starting from the user's point of view, such as the theme of "Let me sing a song for you" set by this TMEA festival is a very obvious embodiment. Covering more than 800 million monthly active users, Tencent Music brings together the most extensive fan loves in China, thus achieving mass market resonance.

After the market gradually presents the direction of circle layering, on the one hand, the market makes it easier for the public to immerse themselves in their own love, but on the other hand, market public opinion and circle cognition also show a sense of separation, and mutual recognition is not conducive to the long-term development of the entertainment industry, so to serve the mass market and bridge the rift between the circles should also become an important direction in the next stage.

From this point of view, the TMEA festival is hot in the circle at the current point in time, not only the achievements of Tencent Music individuals, but also let us see the beauty of the market gathered together and moved by music, which is the most worthy of the industry's attention.

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