Author | Akagi Jarko
When classic old dramas "break into" the concert field, what kind of chemical reaction will it have?
On January 6, the "30th Anniversary Concert of the Legend of the White Snake" added a touch of color to the performance market. This large-scale "Memory Kill" jointly organized by Yuanwang Technology and Xu Du Bar not only chose the first concert in Nanjing, one of the filming locations of "The Legend of the New White Lady" (hereinafter referred to as: Xinbai), but also seemed to promote the continuation of this IP in the form of a tour, and the next one currently known is Hangzhou Station.
At the concert, "White Lady" Zhao Yazhi and "Xu Xian" Ye Tong "compared" on the spot, and singer Gao Shengmei reproduced the classic song "Waiting for a Thousand Years...... On social media, netizens synchronously "spelled" the shooting hardware and duration, from 60 frames and 3 hours of full shooting, to putting forward high standards and strict requirements for the audience: "Friends who are troublesome to buy tickets try to shoot clearly, don't shake your hands, try not to sing along, please try to shoot with a mobile phone of more than 6800 yuan to ensure the sound quality and clarity of the picture." Thank you very much!Although I can't buy a ticket, it doesn't mean that there are no standards and pursuits" and other comments have become hot stalks under related videos, and the video comment area is full of netizens' sincere feelings of "small compositions".
When the classic drama IP broke into the concert market, the "30th Anniversary Concert of the White Snake" provided an idea for the IP concert and performance market.
From singing to concert, the legend of the White Snake "Wait for 30 years"
The "Xinbai" IP, which covers the themes of oriental traditional culture, truth, goodness and beauty, presents the audience with many classic scenes such as "Meeting on the Broken Bridge", "Water Flooding Jinshan" and "Imprisoning Leifeng Tower", whether it is based on the shaping of the growth values of young audiences or the dissemination of the mass market, which meet the emotional needs of several generations. From the perspective of music and art aesthetics, the market can be called "waiting for the Xinbai concert for a long time".
The classic singing segments in "Xinbai" are already talked about by the audience, whether it is "fate to meet thousands of miles away, but it is difficult to hold hands on the other side" (soundtrack "Crossing Love"), or "Compassion and Compassion Bai Suzhen, leaving people under the knife to collect Xiaoqing" (singing "Compassion and Compassion Bai Suzhen"), a large number of opera-style singing segments, rich in classical culture soundtracks, so that the audience can reproduce its picture after many years of hearing its voice. National treasure film and television music masters Zuo Hongyuan, Gao Shengmei and the FORMOSA team also became representatives of high-quality music content in the minds of people in that era.
In the past 30 years, it is not only people's listening preferences that have changed, but also the listening medium. For example, classic OSTs such as "Mask of Sadness", "Bai Suzhen under the Mountain of Qingcheng", "Love and Law" have completed from tapes, MP3s, online music platforms, to entering the performance venues, and presenting them in the form of concerts, it is difficult not to make people "cry when they listen to it".
So far, on the music streaming platform, the total number of playbacks of "Xinbai" OST-related playlists has already been tens of millions, and on social media platforms, there have been discussions about the suitability of "Xinbai" for musical dramatization many years ago, and there are countless tributes to its makeup and music in film and television variety shows. The concert scene made the audience "reluctant to fast forward from beginning to end", and there was no shortage of tear-jerking "small compositions" written by netizens on online music platforms and short video comment areas.
After many years, when the classic old drama re-entered the audience's field of vision in the form of a concert, it not only brought a new interpretation to the IP of "New White", helped it rejuvenate itself, but also provided a new reference model for the performance industry.
On the one hand, in the form of "classic drama IP+ concert", entertainment unicorns have never been seen in the market before. In the past two years, drama marketing actions have been frequent, and it is common to hold concerts, meet-and-greets and other publicity actions after the broadcast of new dramas. The emergence of classic drama IP concerts such as "Xinbai" has not only become a clear stream in the field of drama derivatives, but also created a classic IP spanning 30 years, giving birth to scarce content for generations of audiences and creators themselves. On the other hand, the 30-year concert of the Legend of the White Snake has verified the feasibility of the classic IP concert form to a certain extent, providing a new direction for the industry to think about.
Classic content + emotional resonance, the "sharp blade" of IP concerts
As an IP concert, the reason why White Snake has been successful for 30 years lies in the core competitiveness of content IP. With the blessing of the IP of "New White", the organizer not only invited most of the original cast of the original cast, in addition to the cooperative artist "White Lady" Zhao Yazhi on Yuanwang Technology's own platform, as well as the original artists such as "Xu Xian" Ye Tong and "Green Snake" Chen Meiqi, Gao Shengmei, the original singer of "Waiting for a Thousand Years", also invited the original "New White" dubbing team, FORMOSA and dubbing team, and Xu Duba, the creative god dubbing team, to appear and perform together.
On the other hand, it causes group emotional resonance. "There is no teleprompter, no ear monitoring, the average person is sixty or seventy years old, and the original voice sings the song of 30 years ago, and every sentence is better than a record recording. The stadium of nearly 20,000 people was full, and everyone was very moved and engaged", "That summer, the beer bottles were exchanged for ice cream, and the black and white TV was turned on, 'Wait for a thousand years, wait for a thousand years'". Some netizens left messages below the related video.
"New White" can be said to have hit the Renaissance boom of domestic entertainment head-on. In the past two years, more and more young people are keen to reminisce and create classic film and television works, and most of the famous scenes on the variety show stage have been "contracted" by works that have been around for many years.
And "New White", an IP that carries the 30-year memories of several generations, is extremely irreplaceable. At the 30th anniversary concert of the Legend of the White Snake, the creators, who are nearly sixty and seventy years old, still presented the classic original sound in excellent condition. It is really rare and precious for both creators and audiences, and it is difficult not to usher in the emotional resonance of the post-70s, 80s, 90s and even post-00s generations.
From the perspective of the performance market, the renewal of classic IP makes the concert content extremely scarce and excavable. Through the live broadcast of Yuanwang Technology, one of the organizers, and the comprehensive online and offline momentum of Yuanwang X27 PARK, netizens grabbed tickets offline and carried out secondary dissemination on social media online, which already has room for content fission dissemination.
Catfish entered, and the performance market welcomed "strong hands"?
In the past two years, the performance market has recovered, boosting cultural tourism, and becoming a strong new business card for local cultural tourism, with many cities successively proposing to create labels such as "rock city", "musical city" and "concert city". According to data from the China Performance Industry Association, in the first three quarters of this year, there were 342,000 domestic performances, with a cumulative audience of 111 million and box office revenue of 31.54 billion yuan, both far exceeding the whole year of 2019. The market plate is getting bigger and bigger, but at the same time, the organizer has failed to undertake, ticket diving, lip-synching and other incidents have also occurred frequently.
In this context, the advantages of IP concerts such as the 30th anniversary of the White Snake are becoming increasingly prominent. On the one hand, the classic IP blessing concert content not only ensures the quality of the content, but also opens up new ideas for the local concert economy. For example, in the past two years, it has cooperated with the organizer to launch comprehensive travel products covering concert tickets, machine wine, catering, and special scenic spots, providing one-stop services for the audience group. Let the concert not only provide high-quality content for music fans, but also revitalize the consumption format around the place.
On the other hand, professional organizers can also ensure the stable operation and fission communication of the concert itself. Yuanwang Technology, one of the organizers of the concert, not only has a strong ability to integrate resources, not only has its own IP is very rich, but also has more cooperation with external IP, although its Yuanwang X27 theme park has not been opened for a long time, but also has hosted many large-scale activities.
Entertainment unicorns believe that the entry of such performance contractors can, first of all, make up for the shortcomings of the traditional performing arts market in the outbreak period, such as "uneven quality" and "failure of publicity" to a certain extent. After all, it is rooted in the Internet industry and linking online traffic such as various accounts and artist live broadcast rooms to help them introduce offline physical industries, which is the specialty of Internet companies such as Yuanwang Technology.
In addition, different from the publicity strength and ideas of traditional performing arts contractors, Internet companies can also bring more empowerment to IP concerts. In this 30-year concert of the Legend of the White Snake, "White Lady" Zhao Yazhi, as the contracted anchor of Yuanwang Technology, co-produced a video with Chen Meiqi, with more than 270,000 likes. Looking at the tidbits of the science and technology anchor "Yu Dagongzi", it also made netizens come to the "second scene".
The positive feedback of the concert to the market has made many netizens who have not bought tickets call for the launch of the next show, and some netizens even proposed a tour of first- and second-tier cities across the country. It is not easy to hold a large-scale concert with tens of thousands of people, not to mention the need for the body of the main creator to cooperate with the schedule. However, it is understood that the Hangzhou field is currently in preparation.
The aesthetic preferences of a generation may continue to change with the times, but the mood and cultural imprint of the times conveyed by classic IP will never disappear. For the IP of "Xinbai", the audience's perception and mood may be different from that of 30 years ago and at this moment, but fortunately, the White Snake Concert has withstood the test of the audience's scrutiny and market, after all, the success of the concert is inseparable from quality assurance and word-of-mouth communication. For the market, how to use classic IP to create new memories for the audience and the market, the 30th anniversary concert of the Legend of the White Snake also provides new thinking for the market.