In the public impression, singing anchors belong to talent anchors, and most of them belong to beauty anchors, and singers need to sing in the live broadcast room while interacting with their big brother to attract tips.
But when have you ever seen a pomp and circumstance of bringing your wife and children into the live broadcast room and interacting with fans while singing into the microphone?
Recently on Douyin, a group of singers who were once brilliant in the pop music scene are pouring into the live broadcast room in batches, singing through regular family concerts and live broadcasts, attracting the attention of the post-60s, post-70s and post-80s.
"Let my love accompany you forever~" Fu Disheng Ren Jing and his wife will conduct 2-4 live broadcasts a week, each with an average of 50,000 viewers, and there are fans shouting and singing their classic song "Know Your Lover", every time at this time, Fu Disheng will humorously prompt: "Iron fan friends can go to the toilet, always listening to a song will be tired." ”
In the live broadcast room, every night the husband and wife will also sing classic songs such as "On the Water Side", "Legend", "Plum Blossom Tears" and other classic songs in the live broadcast room. Fu Di was born in front and Ren Jing was behind, the two sang and cooperated tacitly, and the audience was very relaxed and healed when they watched the live broadcast.
On the evening of March 14, Jiang Tao and his wife sang live together, which soon attracted more than 10,000 watches, but the most frequent message in the comment area was: "Are you Jiang Tao who sang "The Fool Moves the Mountain"? ”
In 1998, Jiang Tao became popular all over the country with a song "The Fool Moves the Mountain", which seems to have disappeared from the public eye for many years, and now appears in the live broadcast room, Jiang Tao sits with his old wife and children, and he holds a microphone in front of him and sings songs such as "The Fool Moves the Mountain" and "The Man Who Came Home".
In addition, singer Hang Tianqi, who sang "Xintianyou" and "Loess High Slope", also started a singing live broadcast career on Douyin.
In the 90s, golden songs such as "Loess High Slope", "Black Hair Floating", "My Hometown of Love" made Hang Tianqi a national goddess singer, and also made her appear on the Spring Festival Gala 9 times. Of course, talking about these glories again today is only the collective memory of those born in the 70s and 80s. Now that she has faded from the public eye, she sometimes brings her daughter to sing old songs together, and sometimes she also sings with Jiang Tao, Fu Disheng and Ren Jing and his wife.
In the live broadcast room, this group of singers and old friends often take turns to sing, reminisce about the past, and take the audience to relive the classics.
01
Transfer positions
How do veteran singers "re-employ"?
During the three-year delay, offline performances have plummeted, and many singers have found that the traditional stage is shrinking, and Douyin live broadcast is becoming a new stage for them to continue their artistic life, and it is also the first stepping stone for them to choose "re-employment".
Last year, on November 5, Zheng Yuan opened his concert debut on Douyin live broadcast, and the masterpieces of songs that were once popular in the CRBT era include "10,000 Reasons", "Why Can't People Who Love Each Other Be Together", "Is It Wrong to Love a Person", "How Can You Hurt Me Ruthlessly", etc., and now, these once popular CRBT songs sounded again in the live broadcast room, and the comment area has also become a large-scale nostalgic scene for the audience.
At that time, the song "10,000 Reasons" was downloaded 120 million times, setting a record that no one has surpassed to this day. This 15-year-old young man who broke into society also became the "King of Rainbells" in one fell swoop, and the fire spread all over the country. However, with the passing of the Caibong era, the era belonging to Zheng Yuan gradually turned over, and the "Caibling Heavenly King" was gradually forgotten.
Traffic is the best illustration, the number of viewers of the live broadcast exceeded 4.77 million, and then on November 26 and December 17, Zheng Yuan performed two more live broadcasts, and the number of viewers exceeded 7.01 million and 11.34 million respectively.
More than four months have passed, Zheng Yuan still maintains the frequency of live broadcasts twice a week, and also has good results, with an average of 70,000 viewers per performance, reaching 150,000 when it is high, and 6 or 7 million live broadcasts in an hour.
Pang Long, famous for "Two Butterflies", also made his Douyin live broadcast debut in December last year.
In 2004, in Internet cafes all over China's cities, "Two Butterflies" became popular for the first time, becoming a standard song in the headphones of many netizens when surfing the Internet, and Pang Long also became synonymous with the first generation of Internet celebrity singers. After that, the popularity of "You Are My Rose", "Glass of Water Love Song" and "I Want to Hold You" strengthened Pang Long's position in the Chinese music circle.
When familiar melodies, spanning 18 years, sounded in the live broadcast room, they aroused strong emotional resonance among the audience. The Douyin debut, which Pang Long connected from home, received more than 2.2 million online views. The topic of "Pang Long Sings Two More Butterflies After 18 Years" also quickly soared to the top 6 of the Douyin hot list on the same day.
Since then, Pang Long has started the normalization of live broadcast on Douyin, 4-5 live broadcasts a week, each with more than 3,000 listeners listening to songs and interacting in the live broadcast room, and singers who have been silent for many years have found a new artistic stage and connected with fans again.
"Ninth sister, ninth sister, beautiful sister..." When this popular song sounded in the live broadcast room, Huang Hexiang also started his Douyin live broadcast. When it comes to this song released in 1996, I believe that people of all ages can hum two sentences, but most netizens may not know that the original singer of "Nine Sisters" is Huang Hexiang, who was popular all over the country in the nineties.
Now, Huang Hexiang is also starting a live broadcast on Douyin, it is understood that Huang Hexiang has signed an official contract with Douyin Live and will also bring continuous live performances on Douyin.
In the past year, Fu Disheng, Ren Jing and his wife, Wang Rong, Lao Fan next door, Luo Zhongxu, Jiang Tao, Ye Zhentang and other national singers have all opened live broadcast rooms on Douyin and continue to broadcast stably. In November alone, Wang Rong conducted 8 live broadcasts of the "Peach Blossom Island Song Party", with the highest number of viewers in a single session exceeding 6 million.
Since November last year, Fu Disheng and Ren Jing have conducted more than 40 live family concerts, and the approachable family concerts have also narrowed the distance between them and fans, with a single maximum audience of 9 million, and these veteran singers are rejuvenating their careers in the live broadcast.
From live broadcasting, rising fans to becoming popular, many old singers are "re-debuting" in Douyin's live broadcast room. At the same time, another group of singers also found their own stage world in Kuaishou.
For example, Yang Chengang, an online first-line singer who sang "Mouse Loves Rice", Hemingway who sang "The Old Man and the Sea", and Zeng Yiming, who won "China's Strongest Voice", accumulated a wave of fans through the exposure of Kuaishou live broadcast. Zeng Yiming's first-round show had more than 3.23 million viewers in 2 hours, and the highest online audience reached 1.1 million. In just a few hours of the first round of the Hamingwei Kuaishou show, the live broadcast popularity exceeded 300,000.
02
The live broadcast room has become a daily stage for singers
In the past two years, the repeated epidemic has brought a major impact to live entertainment, but it has promoted the outbreak of online entertainment. Among them, the development speed of live concerts is obvious to all.
Douyin, Kuaishou, TME live have all made phenomenal online concerts, Andy Lau's "Stupid Child" concert finally watched more than 350 million times, Jay Chou's "Brother Friends Association" liked more than one billion, more than 11 million people watched at the same time, Sun Yanzi, Luo Dayou, Cui Jian, Eason Chen, etc. have successively opened the live broadcast of concerts online, half of the Chinese music scene set off waves of "memory killing" in the online live broadcast room, and also handed over an excellent answer.
Nowadays, when the offline opens, singers with box office appeal have opened concerts and rushed to the music festival site, and a group of parents and old singers who were once active in the music industry are not idle, although they cannot find performance opportunities on the mainstream stage and offline stage, but now, with the songs with collective familiarity in the past, they have found a stage to continue the vitality of their talents in the live broadcast room.
According to the "2022 Douyin Performing Arts Live Data Report", in the past year, there were more than 32 million live broadcasts of Douyin performing arts, including opera, musical instruments, singing, dance, drama and other art categories, which is equivalent to nearly 90,000 medium-sized performing arts live broadcasts performed on Douyin every day, and the average number of viewers exceeded 3,900 per game. Although Douyin does not specifically label the data characteristics of pop music live broadcasts, it is true that the live broadcasts of veteran singers have certain competitive advantages in traffic.
Of course, at the platform level, in order to better motivate singers, Douyin has launched a multi-dimensional "Singer-songwriter Live Support Program", which includes multiple levels such as live broadcast room resources, traffic tilt, operation support and publicity resource support, to promote the sustainable growth of singers in all stages from live broadcast to in-depth cooperation. In addition, according to the characteristics and advantages of different singers, Douyin also provides singers with targeted live broadcast suggestions and strategic plans to give more support to outstanding singers.
Judging from the results, these senior singers have also received huge traffic feedback. Zheng Yuan, who had more than 10 million viewers in the first single session, rose by 350,000 fans in a single session; The number of viewers of Lao Fan next door exceeded 8 million, and the number of fans rose by 100,000; And Fu Disheng and his wife and Wang Rong can also increase their fans by 50,000 per game, which is also fueled by short video platforms.
In the three years that the epidemic has severely affected offline performances, the drastic reduction of offline stages has meant that the commercial value of singers has shrunk rapidly, and the link with fans has been cut off. Online concerts have not only become an important supplement to the income source of musicians, but also an important way to find their own listeners.
Last year, Liu Genghong, a "singer crossover fitness expert", became a Douyin phenomenal anchor with "Bencao Compendium Gymnastics", with a monthly increase of more than 55 million followers, becoming an annual popular case.
In Douyin, which has a strong anchor incubation gene, everyone has the possibility of "overnight explosion on the whole network", a rich and diverse content ecology, and a music audience of all ages and cross-circles, building the best "re-employment" stage for musicians.
These veteran singers who have been out of the public eye for a long time, they each have their own masterpieces, whether in the TV era, the Internet song era or the CRBT era, they have created phenomenal pop songs, have a common collective memory with the public, and gradually bid farewell to their artist careers in the big waves.
The veteran singers did not really retire, but chose to enter the direct room, embrace the new flow, and continue to realize the desire of art to serve the people. Perhaps the next person to reproduce the "Liu Genghong phenomenon" is in this group of veteran singers.