21st Century Business Herald reporter Bai Yang reported from Beijing
On the evening of May 20, a re-screening of a concert that has been around for nine years blew up social media, and the protagonist of the concert was Jay Chou, who created an era in the Chinese music scene.
Since the release of his debut album in 2000, Jay Chou's music has accompanied the growth of a generation and also carried the youth of a generation. Therefore, Jay Chou's appeal is beyond doubt, and it is Tencent Music that promotes the re-screening of this concert.
A few days ago, TME live, a live performance brand under Tencent Music, officially released the "Miracle Live Re-screening Plan". The plan is a performance plan launched by Tencent Music to review the classics, which is divided into retrospectives, retrospectives and returns.
Jay Chou was the first guest of the program. As for why Jay Chou was chosen, the relevant person in charge of Tencent Music told 21st Century Business Herald that throughout the entire Chinese music scene, Jay Chou's contribution and influence are obvious to all, not only is it a popular symbol of the times, but also a music superstar who leads Chinese music to the world, and the choice of him as the first guest of performance is well-deserved.
In addition, the person in charge also said that Jay Chou taking the lead can also let the public see Tencent Music's strong resource advantages and commercial appeal, and there will be more global top singers to join in the future, including the well-known Tianwang Tianhou, the legend of the times, and the big names in the music world.
In the evening, Jay Chou's "Ferris Wheel 2013 Concert" was broadcast on Tencent Music's QQ Music, Kugou Music, Kuwo Music, and National K Song four major platforms, as well as Tencent Music's WeChat video number matrix. Official data shows that before the concert was officially broadcast, the number of reservations on the whole network exceeded 20 million, and according to incomplete statistics, the number of viewers on the whole platform that night exceeded 50 million.
According to the reporter's understanding, since 2020, TME live has held more than 120 online concerts, and what further helps the content break the circle is the linkage with the WeChat video number. From Mayday to Zhang Guorong, Tencent Music's online concert content has achieved social fission with the help of video numbers.
In the 2021 annual report, Tencent Music CEO Liang Zhu mentioned that during the reporting period, Tencent Music further strengthened its linkage with the wider Tencent ecosystem, and gained multi-dimensional gains including differentiated promotion channels, more content and tools available for the platform, etc., and also injected more vitality into Tencent Music's musician ecology. The linkage mentioned here includes cooperation with the WeChat ecosystem.
The video number is currently a product that Tencent Group has pinned on the public. In its first quarter 2022 financial report, Tencent listed video numbers as strategic growth areas and said it would continue to invest. The financial report also mentioned that in the first quarter, the video number continued to be welcomed by users, and the number of video views and the length of use increased significantly year-on-year.
In the earnings call, Tencent's management bluntly said that the video number has a very good performance, it is very important for Tencent's overall business, through the continuous growth of the video number, it will help Tencent create greater value in terms of content and the entire ecology.
As a product that has only been online for more than two years, the development of video numbers can be described as rapid. Zhang Xiaolong, the founder of WeChat, once said that the video number should be infrastructure, similar to the WeChat public account, except that the public account is the carrier of the article, and the video number is the carrier of the video.
It is precisely because of the carrier attribute of the video number that Tencent Music's content can be efficiently disseminated in the WeChat chat page, circle of friends and other links, so as to achieve social fission. A person who watched the re-screening of Jay Chou's concert told reporters that although this is only a re-screening of the old concert, usually you may be able to search for it if you want to see it, but the difference between watching today is that you can feel that there are so many people watching with you, which is more youthful resonance than enjoying it alone.
It is understood that there will be two re-screenings of Jay Chou's concert, in addition to May 20, May 21 will also re-screen Jay Chou's "Strongest 2019 Concert on the Surface".
(Author: Bai Yang Editor: Zhang Weixian)