"May Fourth" has gone through a hundred years, and what has changed is the years, but the core has not changed.
With the advancement of technology, contemporary young people have more channels to inherit the May Fourth spirit. The data shows that there are more than 700 million online live broadcast users in the mainland, and small live broadcast rooms can also transmit large energy. In particular, Internet practitioners such as anchors shoulder the social responsibility of transmitting positive energy, and constantly unlock the possibility of live broadcasting through the "1 to N" method, giving the right values to the traffic.
In recent years, many anchors of YY Live have gone out of the circle, they have neither attracted attention nor deliberately hyped, but insisted on chasing dreams and devoting themselves to public welfare undertakings after realizing their dreams. Live broadcast platforms are also becoming more and more aware of the necessity of taking the "right" road, through the active guidance of anchors, to highlight the social value of live broadcasting, so that positive energy live broadcasting blooms everywhere into the mainstream.
Dreamcatchers: From no one to tens of millions of fans
There is no shortage of anchors who "burst into flames overnight" in the live broadcast circle, but behind the counterattack is full of loneliness and confusion on the road to chasing dreams. From no one to the whole network of fans more than 35 million, from street singers to stand on the stage of each David TV, "post-95 inspirational street musicians", YY live broadcast gold medal artist "Xiao Ah Qi" spent more than 3 years, "relying on their own courage to go out of a road", xiao Ah Qi, who soaked in the recording studio for half a day, said to the Reporter of Nandu Bay Finance Agency with a dumb voice.
In 2018, Chongqing girl Xiao Ah Qi went to Guangzhou alone and opened her own musical dream. After more than a year, she worked during the day and sang on the street at night, until 2019, when she officially began to enter YY live broadcasting, incarnating as a "humanoid jukebox". A microphone, stereo, stand, and a cell phone were all she had when she first sang live outdoors.
At the beginning of singing on the street, Xiao Aqi repeatedly encountered a wall, was not understood by his parents, and the audience was very few, "singing on the street, occasionally there will be complaints from passers-by, so he has traveled to many places." From man square to university town raider square, Xiao Aqi gradually stabilized in Poly Square on Xingang East Road, standing on the street and singing for several hours, squatting down or sitting down when tired, and the posture of sitting on the ground and singing has also become one of her characteristics, and another feature, "empathy", has promoted her popularity on the Internet.
Xiao Ah Qi said, "Maybe everyone likes me not necessarily because of how good my singing skills are, but more because of the emotional resonance I convey when I sing." The nanduwan finance agency reporter noticed that in her live broadcast room public screen and video comment area, some people commented that her voice has a story; some people say that she is like a girl in a fairy tale, and her song is healed; and some people say that her singing is inspirational and can bring courage and strength. In September 2019, the video of Xiao Aqi sitting on the ground and singing "That Girl Said to Me" with red eyes went viral, with more than 60 million plays, more than 3 million likes, and more than 100,000 shares.
"This video is indeed a turning point, but in fact, before that, the whole network of fans have accumulated 8 million, but the offline audience gave me a more intuitive touch, because the people who stopped to listen to my singing went from one circle to more than ten circles, and even some fans took a 40-hour train to listen to the scene," Xiao Aqi told the Nanduwan Finance Agency reporter.
Xiao Ah Qi sang on the street.
After becoming popular, Xiao Aqi bluntly said that he felt the pressure more truly, "I am not from the class, and now in addition to singing, I am also learning music systematically, including learning songwriting, hoping to change from a street artist to an original musician, and produce one or two songs every year that can be remembered."
For Xiao Ah Qi, the things she insisted on have not changed, Xiao Ah Qi sighed, "For the anchor line, everyone will have a luminous and bland period, I have worked hard, I have hesitated, and even thought of giving up in the few days of the audience, but just like the 'how brave the heart is, how long the road is' written in my song, since it has come here, only by leaving good works can it be remembered by more people."
The anchor of youth chasing dreams is not only Xiao Aqi, YY live broadcast another post-95 gold medal artist "Fish Flash" although the road to fame was marked with "open hanging" label, the first offline roadshow video exceeded 20 million plays in 20 hours, accumulating 8 million fans for more than a year, but few people noticed the difficulties behind luck, such as the economic constraints before becoming famous, and the black powder attacks that came after becoming popular...
Looking back on the past, this "changeable singer" told the Nanduwan Finance Agency reporter, "The live broadcast itself is full of ups and downs, the anchor must have a strong heart, not to be swept away by the initial heart, not to be crushed by the low tide, must do what you want to do, on the way to achieve your dreams, bread will also meet unexpectedly."
Helpers: Poverty alleviation and revitalization, glimmer into a torch
After spending countless unattended nights, these anchors have achieved "traffic freedom", with tens of thousands of people online in the live broadcast room, and short videos have received tens of millions of views. While enjoying the flowers and applause, the young anchors who carry the power of youth are also transmitting positive energy in their own ways, or using music to heal the soul and promote the breaking of the red culture circle, or visiting children and the elderly in distress and participating in rural revitalization. Xiao Ah Qi, Jiu Qing and other anchors have been awarded the title of "Sunshine Anchor" by the Online Performance (Live Broadcast and Short Video) Branch of the China Performance Industry Association.
In the days of joint "fighting the epidemic" in 2020, Xiao Aqi used his own creation to support "Wuhan" and collaborated with original songwriter Jian Youxiang on the song "Unwilling to Sleep", paying tribute to all the epidemic workers and cheering for the compatriots who are in the midst of the epidemic.
In 2021, 100 YY anchors such as Xiao Ah Qi, Yu Shanshan, etc. deeply participated in the special activity of Red Song Lianmai, bringing an online "red concert" to the audience in the live broadcast room, leading the audience to travel through historical time and space in the familiar melody and feel the revolutionary feelings in the song. More than 3 million netizens feel the charm of red songs through live broadcasting, so that red culture can break through the "circle layer".
Although the audience in the live broadcast room likes the atmosphere of entertainment, but the songs that convey a positive attitude are actually more empathetic to the audience, in her view, "traffic and positive energy are mutually attractive, since we have traffic, we should influence young people through positive and rich content."
In addition to spiritual comfort, Yu Shanshan regularly travels to the mountains with the Guangdong Lions Club to sponsor poor children, sending them grain, oil, food, books, clothing, etc., or buying supplies according to needs after field visits.
Fish Flash participates in public welfare activities.
YY anchor Jiuqing started from poverty alleviation and rural revitalization and devoted himself to public welfare projects. The Nanduwan Finance Society reporter learned that in recent years, when Jiuqing held a fan gathering every year, he would take fans and friends to Niejiayu Village in Chishang Town, Zibo, Shandong Province, Xiangquan Village and other large and small villages, to send grain and oil and other daily necessities and care to the local left-behind, widowed and elderly.
Jiuqing and fans work together to carry out public welfare poverty alleviation in Shandong.
In an event, I accidentally learned that the high-quality kiwifruit produced in my hometown was not selling well, jiuqing thought of its own live broadcast room, "the model of helping farmers live broadcasting is not new, but I have not tried it, that was the first time, I also contracted two or three acres of fruit forests, hoping to promote the hometown kiwifruit through the Internet, this year has been done for four years", Jiuqing said, although the audience in the live broadcast room may not all buy, but also from the oral broadcast to learn about this variety, and even learn about his hometown, "with the live broadcast e-commerce gradually hot, The macaque head in my hometown has also expanded its sales channels and developed rural tourism."
It is precisely because of this attempt that Jiuqing began to pay attention to the revitalization of the countryside.
In April last year, Jiuqing followed the YY live broadcast team to Guizhou, and went deep into The Crooked Village of Anshun, the Millennium Rhododendron Park of Bijie Hezhang County, the Former Residence of Wang Ruofei and other special tourist attractions for live promotion, in the four-day rural revitalization activities, the online tourism live promotion was carried out for a total of 6 times, and nearly 3 million people explored the customs and customs of Guizhou through the live broadcast room of Jiuqing.
Jiuqing was broadcast live in Guizhou tourist attractions.
JiuQing said that live broadcasting has the advantages of far-reaching and real-time transmission, which can bring the motherland's great mountains and rivers, history and culture to the Internet, and carry out "1 to N" communication in a popular and fast way, which is also an opportunity to break the boundaries of time and space to understand local characteristics and cloud tours. "At the same time, for the anchor, this kind of live broadcast also enriches the live broadcast content, and can also learn a lot of knowledge, such as learning how to make vine armor in Ah Wei Zhai, how much is really worn on the body, etc."
Talking about future planning, Jiuqing told the Nanduwan Finance Agency reporter: "Personally, I want to do more diversified live broadcast content to promote the good scenery of my hometown, and at the same time, I will continue to do fan public welfare gatherings, and if the platform has a rural revitalization project that requires my participation, I will do my best." ”
"We can not do much as a single anchor, but the shimmer is a torch, I hope that through my efforts, more people can participate in the public welfare together, youth is live broadcasting, the network gathers positive energy", Jiuqing said, "Now most of the users of the live broadcast platform are young people, as a professional anchor, it is obligatory and necessary to pass on positive content and values", the anchors interviewed told the Nanduwan Finance Agency reporter.
【Industry Observation】
Turn "earn traffic" into positive energy
In 2021, live broadcast "rollover" incidents occur frequently, sounding the alarm bell for the online live broadcast industry, the release of multiple rounds of policies has also put a tight curse on the live broadcast platform, and the future promotion of the benign development of the industry still requires the joint efforts of anchors, MCN institutions, live broadcast platforms, regulators and other parties, "better quality content and anchors will lead the industry into a new stage", industry insiders pointed out, and the platform should become the vanguard of spreading positive energy.
According to the 49th Statistical Report on the Development of China's Internet Network, as of December 2021, the number of live webcast users in the mainland reached 703 million. According to the "2022 China Live Broadcasting Industry Development Status and Market Research and Analysis Report" released by Ai Media Consulting, young users account for about 70% of the total live broadcast users.
Therefore, if you want live broadcasting to have longer vitality and the platform has more lasting development space, it is the only way to actively find and assume your social responsibility. "Carrying forward the main theme and transmitting positive energy is the trend of national development, which is not only the choice of the YY platform, but also the choice of YY users," Wang He, vice president of YY, told nanduwan finance agency reporter.
Nanduwan Finance Agency reporter noted that Ai Media Consulting said that 75.7% of live broadcast users believe that live broadcast content needs to be improved. All along, live broadcast chaos, especially some eye-catching vulgar behavior, causing dissatisfaction among the masses and the crackdown of regulators, and the traffic obtained in this way will eventually become "poisonous" traffic, resulting in "bad money expelling good money" on the content and the loss of high-quality users.
YY's introduction and promotion of positive energy content in recent years is taking the development of this round of live broadcasting industry to the "positive" lane. But how to make the entertainment traffic and responsibility positive energy resonate at the same frequency is the first challenge that YY needs to face, and it seems to have made a breakthrough at present.
YY Live "2021 Annual Positive Energy Report", in 2021, YY Live has opened a total of 4481 positive energy columns, with a cumulative live broadcast time of more than 26,000 hours, more than 630 million viewers, and more than 52,000 anchors participating in positive energy live broadcasting.
Wang He told the Nanduwan Finance Agency reporter that the diversification and positive energy of pan-entertainment content are actually not in conflict, but to a certain extent, they can promote each other, and the spread of positive energy on the live broadcast platform is better, last year, the YY co-anchor visited the series of live broadcasts of the iconic red education base, and more than 15.104 million netizens opened the red tour on the cloud.
At the same time, YY Live has been helping large traffic to tilt towards positive energy in recent years. Wang He said that in terms of product design, as early as 2019, YY opened a positive energy exclusive column "New Era" on the APP end; at the level of organizational strategic planning, in 2022, YY Live established a platform positive energy long-term fixed IP "YY Live Torch Alliance" to fully mobilize and exert the enthusiasm of all aspects of the live broadcast ecology, encourage live broadcast practitioners to focus on the positive energy of live broadcasting, and establish a multiple matrix of positive energy undertakings and network civilization construction of YY live broadcast platform, this year, YY will focus on cultural inheritance and rural revitalization In the five major aspects of digital villages, sustainable development, and public welfare assistance, a number of key projects such as "inheriting ingenuity, exploring intangible cultural heritage" and "live broadcasting of rural areas to promote revitalization" have been implemented.
In addition, the platform makes resource traffic tilt for positive energy projects, and rewards the platform "health points" for anchors who are deeply involved in positive energy projects, encouraging more anchors to participate in positive energy public welfare projects.
Written by: Ye Lu, reporter of Nandu Bay Finance Agency