Andy Lau’s Douyin concert has more than 350 million viewers, how long can “feeling traffic” be consumed?
The “Daily Economic News” reporter noticed that this is the second time Andy Lau has broadcast live on Douyin after the 40th anniversary of his debut last year, and this time he chose an online concert.
Since the beginning of this year, superstars and classic nostalgic play have become the traffic passwords of current video platforms. Since the beginning of the year, from Leslie Cheung, Luo Dayou, Stefanie Sun, Cui Jian, to Jay Chou, Jackie Chan, Douyin, Kuaishou, and video accounts have taken turns, and long videos have also entered the game to capture this wave of nostalgic traffic.
Having the superstar Andy Lau in charge is undoubtedly in this round of nostalgic traffic “competition”. Behind the online “nostalgic style” of “you sing and I will appear” is a new round of competition and competition among video platforms under traffic anxiety. However, with “limited” superstars, how long can emotional traffic be harvested?
Andy Lau’s Douyin Live Concert Image Source: Douyin Screenshot
Andy Lau’s second Douyin live broadcast, sharing the “stupid child” music creation path
“You can’t go back as soon as you start talking”, “I was really moved to tears”, “The days we walked together”, “It’s very touching, I hope he will never grow old”… In the live broadcast room, netizens swiped and left messages one after another. that night,MilletTechnology founder and fan Lei Jun also tweeted: “Idol forever. In 2013, I was very lucky to be on the same stage with idols.”
Image source: Screenshot of Lei Jun’s Weibo
Data shows that in less than 5 minutes after the opening of Andy Lau’s online concert, the number of online users exceeded 50 million; within one hour of the broadcast, the number of online users exceeded 200 million; by the end of the concert, the final number of people reached 350 million.
Andy Lau, 61 years old this year, has been popular for more than 40 years. This time, the live concert on Douyin is Andy Lau’s second live broadcast on Douyin after the 40th anniversary of his debut last year. Since the peak period of Hong Kong film and music circles, many artists in the same period have gradually faded out, but Andy Lau has always been active. On him, there are many labels such as actor, singer, producer, lyricist and so on.
According to the lighthouse professional version, up to now, Andy Lau has participated in a total of 238 film and television works, and the box office of all the movies has exceeded 13.5 billion yuan, of which the box office of starring movies has reached 9.654 billion yuan.
According to public information, in 2000, Andy Lau won the Best Actor Award at the Golden Horse Awards for his police and gangster film “Dark War”; in 2004, he won the Golden Horse Award for Best Actor for his “Infernal Affairs 3: The Ultimate Infernal Affairs”; “Sister” won the Golden Horse Award and the Best Actor Award at the Academy Awards again.
However, compared with the road of acting, Andy Lau’s creative road in the field of music is “much more difficult than acting”.
Andy Lau’s Douyin Live Concert Image Source: Douyin Screenshot
In 1990, in the 9th year of Andy Lau’s official debut, he wrote his first song “If You Are My Legend”. Later, he became obsessed with music creation, and successively created many classic songs such as “Love Is So Stupid”, “Smile of Despair” and “Can It”.
The voice of doubt in my ears is not without, “I have never seen a lyricist who writes so stupidly.” “Andy Lau has a lot of shining points. In comparison, lyric writing is inconspicuous among all his skills.” But “stupid kid” Andy Lau did not Choosing to give up, from singing to songwriting, from singer to singer-songwriter, Andy Lau sang more than 600 songs and wrote more than 200 songs.
In 1998, “Stupid Child” won the Gold Award for the Most Popular Mandarin Songs in the 21st Top Ten Chinese Golden Songs; in 1999, “Love You Ten Thousand Years” won the Golden Award for Top Ten Strong Golden Songs in Mandarin Songs, etc. On the road of music, as he said: “If you say I can’t achieve it, then I will achieve it tomorrow, the day after tomorrow, or I can hold on until one day, you believe it.”
“Superstar + nostalgia” has become a popular password, how long can emotional traffic be consumed?
The night before Andy Lau sang in the Douyin live broadcast room, on September 2, Li Jian, known as the “music poet”, held an online concert called “Yearing” on the video account, with over 36 million viewers; Previously, on August 19, Eason Chen’s online concert with the theme of “Eason Air” on Douyin received over 100 million views of the live broadcast, which aroused heated discussions among netizens.
Li Jian’s online concert on the evening of September 2 Image source: Screenshot of the video number
Data from iiMedia Research shows that China’s online audio market will grow rapidly from 2017 to 2021. It is estimated that China’s online audio market will reach 31.2 billion yuan in 2022. Among them, under the epidemic, “cloud concerts” are highly sought after. As early as the first half of 2020, the number of users watching online music performances exceeded 80 million. Watching an online concert has almost become a daily routine for fans.
In the face of the huge music market, since this year, classic nostalgia is becoming a new trend in online concerts, and the play of superstars and classic nostalgia has become the traffic password of the current video platform.
Since the beginning of this year, from Leslie Cheung, Cui Jian, to Jay Chou, to Luo Dayou, Sun Yanzi, and recently, one after another live or rebroadcast online concerts have sparked a carnival of traffic and made platforms such as Douyin, Kuaishou, and video accounts never tire of it. . Among them, the video number and Douyin are more “arm wrestling” for you to chase after me.
There is no doubt about the huge traffic that nostalgia brings. Cui Jian’s first online concert with a video account attracted 46 million viewers; Luo Dayou’s concert exceeded 40 million viewers; Jay Chou’s two online concerts totaled nearly 100 million viewers; Jackie Chan Kuaishou’s live broadcast has over 100 million likes .
For short videos, in the increasingly fierce traffic competition, aiming at the “nostalgic style” style of play, working with influential stars, not only has a certain fan base, quickly harvests emotional traffic, but also quickly attracts attention force, accelerate out of the circle, and reduce business risks.
In addition to short videos, long videos are also trying to get a share of the traffic war caused by this “nostalgic wind”. From “Sister Lang 3” and “Wang Xinling Boys”, which dominated the screen and contracted women’s group variety shows, which drove the stock price of Mango Supermedia; and then Mango TV’s “Sound Lives” set off a retro wave of veteran singers, with a total of 3.651 billion broadcasts. “Nostalgic”.
Wang Xinling in the third season of “Riding the Wind and Waves” Image source: Wang Xinling’s Weibo
However, although the “nostalgic wind” makes Internet platforms unable to stop, how long this nostalgic wind can last, there is still a big end to it. After all, the impact of the epidemic has intensified the audience’s nostalgic needs to a certain extent, and may pay the bill at the moment; but in the future, if video platforms want to enjoy the “feeling” dividend for a long time in the fierce competition, relying on “superstars” alone ” and “nostalgic” labels are not enough.