Source of this article: Times Finance Author: Xu Xiaoqian
Image source: Visual China
As of the end of the concert, a total of 2121.5w people watched in the live broadcast room, with 140 million likes, which won the fourth place in the Weibo hot search, and the forwarding link in the live broadcast room brushed the screen in the circle of friends. The post-70s to post-90s group is even more trapped in collective memories - the band that debuted for 23 years has contracted the song list of generations in China.
Prior to this, on December 12, Xicheng Boy had already exclusively entered the WeChat video account, and the warm-up short video of the concert with the theme of "Loved Yue Shan Hai" also received more than 100,000 likes.
Behind the west city boys online concert screen is the continuous power of the video number. From the video number warming up the short video, to the live broadcast of tens of millions of people watching, WeChat has naturally become the biggest winner of this music festival.
Tens of millions of people watched, and the circle of friends boiled over
For most Chinese post-80s and post-90s fans, Xicheng Boys are the first generation of European and American music they have been exposed to, and they have accompanied them through countless unforgettable moments in the process of growing up.
"Tonight is the team building of everyone's youth." Shanshan, a post-70s fan, lamented to Times Finance, "In 2005, I didn't grab the tickets for their Shanghai concert, and I was fortunate to catch up with their disband concert in 2011, and today I am very happy to feel the atmosphere of the concert again." ”
"When I was in graduate school, I often looped their songs with singles, and I remember the days when I brushed the high numbers with radiators." Li Min after the 90s said.
During the two-hour live broadcast, The West Side Boys sang "Season in the Sun", "My Love", "Uptown Girl", "You Raise Me up" and many other classic songs, and the no spoilers in the program list were the biggest surprise of the night, and the West Side Boys sang Park Shu's "Ordinary Road" with Chinese.
The live broadcast effect of the night Image source: Screenshot of the live broadcast of the video number
"It's a little nervous, but it's something we've always wanted to do." Before singing the song, the West side boys said. When the four old boys sang Chinese, the standard of biting words amazed fans. In addition, Xicheng Boys also learned Chinese words such as "like" and "pet powder" from the host, and staged a good play of "strength pet powder".
No one in the world can be young forever, but there are always people who are young. In contrast, the circle of friends representing Susan after 00 is quiet, and the European and American singers who dominate their song lists are Taylor Swift, Mars Mars, Maroon5, etc., and the listening habits of Generation Z are increasingly inclined to meet music from mobile short videos, rather than traditional albums and tapes.
Just a week ago, Tencent's Music Entertainment Festival announced ten popular songs, which were dubbed "Douyin Divine Comedy", commonly used in the background music of Douyin short videos, but they could not evoke the spectacular scene of the chorus of the whole audience, and it was difficult to shape the emotional resonance of a generation. On that day, the most "broken defense" for everyone was Jay Chou's three classic songs.
Why WeChat video number?
In addition to consumer sentiments, the ambition of WeChat video accounts is also very obvious. The singers who appeared in the scene chose a band with a high degree of fit with the WeChat user group (70s and 90s), and activated the user activity of WeChat live broadcasting in a large area.
In fact, since the video number officially opened the internal beta on January 21, 2020, WeChat has always wanted to release the potential and user participation of the video number.
At the end of last year, the revised WeChat updated 8 major functions around the video number, of which 5 major functions are closely related to the live broadcast business, including the video number live anchor terminal online beauty, filters, even mai, mirroring and other functions; The lottery tool is launched in the live broadcast room; users can enter and reserve the live broadcast room through the video number content; and the channel for rewarding the anchor is opened.
In the interactive session after the end of the singing part, the host is also guiding fans to use the live location function to show the city where the West Side boys are located, while encouraging fans to comment in the live broadcast room. During the live broadcast, the fans also did not forget to brush gifts, the "confession balloon" worth 74 yuan was a popular gift of the night, and many fans spent thousands of yuan to send the most expensive gift in the live broadcast room, "Peach Blossom Island".
Previously, TMEA's top ten Chinese songs were all spent on Douyin, and many netizens ridiculed afterwards: "When did the Chinese music scene have a shake?" "The Tencent Empire, which has the advantage of music copyright, must fight a counterattack. The live broadcast of this concert is also a key moment of the video number show muscle, and some media reported that this live broadcast is a live broadcast initiated by QQ Music and Xicheng Boys after signing a copyright cooperation, and the cost of live broadcasting is only 100,000 euros.
Marked by the xicheng boy's first online concert, the online concert may become the direction that the WeChat video account will exert its strength in the future. The vibration of the circle of friends caused by collective memories reminds the outside world: The WeChat ecology has the advantage of the first traffic pool, and relying on the screen brushing effect brought by the circle of friends forwarding can easily achieve tens of millions of views - many fans who participated in the West City Boys Concert received information from the circle of friends for the first time.
On the other hand, due to the repeated impact of the new crown epidemic, the risk of opening offline concerts is greater, and online concerts will also be the rigid demand of well-known musicians and loyal fans, and many powerful singers and idol singers such as Rene Liu, Sun Yanzi, THE9, TFBOYS and so on have joined the wave of online concerts.
The latest data shows that the daily active users of the video number have reached 500 million, which is a good signal, which undoubtedly lays the foundation for the future development of the video number.
(Shanshan and Li Min are pseudonyms in the text)