Jay Chou PK Luhan, how profitable is the online concert business？

author/Green Island

Who can tell me what a great day it is today!

Luhan, Jay Chou, and Tengger held online concerts on three major platforms at the same time, and they didn’t know who to see first.

As soon as 8 o’clock arrived, Nao Nao, like everyone else, was busy watching Jay Chou sitting on the black leather sofa and catching up with his friend Fang Wenshan, anxiously waiting for Jay’s new song to be sung live; on the other hand, he also went to see Lu Han, who had not seen him for a long time, offer a healing warm song. Wang Mian, Gao Hanyu, Mao Dianwei and other friends sat on the small sofa, sometimes interrupting the chat, sometimes going up to sing, the atmosphere should not be too good.

Of course, I didn’t forget to jump next door to Douyin from time to time to watch the old artist Tengger’s passionate open mic, waiting for the popular version of Tengger’s "Invisible Wings".

Busy carrying water around, I only hate why I only have two ears!

Whose live stream did you spend the longest time in tonight?

Jay Chou can’t beat Luhan?

Jay Chou is still as we remember, with a diamond-studded girl’s heart microphone, bringing you new songs and online duets of classic songs. "Peninsula Iron Box" is expected to become the most voted classic song. Who heard the prelude "Where is the Peninsula Iron Box?" Will it not leave tears of the times?

And the past of Jay Chou and Fang Wenshan is really tiresome to hear. After so many years, Fang Wenshan and Jay Chou are still friends and creative partners who have cherished each other for many years. The same frame immediately evokes memories of countless netizens and fans.

Luhan’s unplugged concert is refreshing, to the point where passers-by want to attract fans. The #Luhan comes back to entertain the door #on the hot search term is the voice of the heart.

The scene of the live concert is exquisite and the sound quality is pure. It is a perfect match with Luhan’s clean voice and the classic tracks of Tao Zhe and Zhang Zhenyue!

Friends coming to help out also let the audience know Luhan in a more three-dimensional way. Luhan’s high school classmates came to the scene and reviewed Luhan’s road to fame from high school to entering the industry through the photos recorded over the years. What kind of fairy friend is this!

Gao Hanyu also broke the news on the spot that Lu Han, who was squatting in the toilet to sign autographs for fans, also secretly told fans not to say it out… Lu Han’s fans are too happy.

There is no need to say more about the old artist Tengger. He is very dedicated. After singing 15 songs, he is still full of emotions and loud singing.

However, compared with the three concerts, Lu Han’s concert was slightly better in terms of on-site equipment and sound effects. Coupled with the pure sound and warm atmosphere of the picture, it did have the atmosphere of friends gathering and telling stories with singing, which was praised by many netizens as "a high-quality concert that star chasers should watch".

In the live stream of Tengger and Jay Chou’s concert, although the same songs are classic, moving and popular, many netizens complain that the noise is too heavy and the listening is not good.

You may be more curious, super popular singers at the same time open wheat, in the end who is better?

Jay Chou go LIVE ten minutes like hundreds of millions, real-time viewing more than 5 million, on the other side of Tengger’s field view also broke through 5 million. But from the data of Weibo, the first half of the Luhan concert heat lead, firmly occupy the top of the hot search list.

Around 8:20, the Luhan concert entry related topics read 2101.8 million, the amount of discussion is 13,000; Jay Chou’s corresponding data is only 13.289 million, 3797, and Tengger’s related topics in Weibo’s trending topic list and not too much volume.

Go LIVE about half an hour, Jay Chou sang the second "Peninsula Iron Box", the highest online number of people on the Kuaishou platform broke through 10 million, the number of likes exceeded 400 million, and the heat began to rise rapidly.

Around 8:45, Jay Chou surpassed Luhan to become Weibo Hot One, and the related topic reading volume was 36.394 million and discussion volume 15,000, but the Luhan concert entry was still higher than Jay Chou in reading volume and discussion volume (reading volume 46.022 million, discussion volume 36,000). And Tengger replaced the assistant guest Yunshang Women’s Band to sing, and the field view exceeded 11 million.

At 9:15, Jay Chou finished singing five songs and took a step forward; Lu Han and Mao Dianwei finished chatting about their acquaintance and began to sing "People Like Me" affectionately, the atmosphere was full; Tengger was online for a long time, still one song after another, the live stream audience was approaching 20 million, and netizens were convinced: "Your uncle is your uncle".

In the three concerts, Luhan won in the sense of atmosphere, Jay Chou in the sense of nostalgia, and Tengger in the sense of art.

The peak concurrent users of Jay Chou’s concert are 11.29 million, which is nearly double compared with the exclusive live broadcast of Jay Chou’s Kuaishou in July (6.54 million). But from a marketing perspective, it is indeed slightly inferior to Luhan’s concert.

Judging from Luhan’s hot search keywords on Weibo, from "Open the door to internal entertainment", "High-quality concert", "Envy Wang Mian", "Sing your youth to us", to "Luhan’s selection of songs", "Luhan concert guests", "Luhan concert memories", "Luhan high school photos", etc., occupy half of Weibo’s trending topic list; on the other hand, Jay Chou, in addition to "Brother Youhui" "My youth is back" is the hot search keywords for songs such as "Peninsula Iron Box" and "Sunny Prelude".

Can Kuaishou play the Jay Chou effect this time?

Kuaishou is not hot Jay Chou traffic is not once or twice.

In May 2020, Jay Chou officially settled in Kuaishou and opened a new account "Student Zhou". The eight words "the only one on the whole network, only in Kuaishou" make Kuaishou the only Chinese social platform that Jay Chou has settled in at present, and the gold content and appeal can be imagined.

Two years have passed, and the "Classmate Zhou" account currently has 119 works on the Kuaishou platform, 5 live broadcasts, the number of fans has broken through 52 million, and the number of likes has broken through 93 million.

In addition to the exclusive account and short video appearances, in the past two years, Kuaishou and Jay Chou’s cooperation has included endorsements, music promotion and copyright, and Jay Chou’s variety show "Journey of the Week".

According to the homepage of the "Student Zhou" account, the Kuaishou platform already owns 260 music copyrights for Jay Chou’s songs, of which the song "I Believe So" has been used by more than 9.23 million people.

But Kuaishou has hardly achieved maximum effectiveness for Jay Chou’s IP operations.

At present, the works in the "Classmate Zhou" Kuaishou are basically based on the following types of videos: Zhou Dong’s commercial film, the blessing video in cooperation with Kuaishou official, the "Pink Ocean" series of videos by Ken and magician Chen Guanlin, and Zhou Dong’s instagram life photos…

In addition to the promotion of the new album and the warm-up for the live broadcast, Jay Chou himself rarely appears on camera, and the account operation is not very concerned.

You can take a look at this work of sitting on a show table, which is only composed of a static photo, the image quality is not very high definition, and there is not even a bgm. But it is worth noting that such a work still received 1.355 million likes, 84,000 messages…

In July this year, when Jay Chou released his new album after six years, Kuaishou, as the only Chinese social platform on Jay Chou’s entire network, did not catch Jay Chou’s traffic express on the debut day of the new song MV.

On the day of the debut of the "Greatest Works" MV, Jay Chou’s "Jewell Music" synchronized the MV on multiple Internet platforms such as QQ Music, Douyin, and Bilibili. Then, when the social platforms were fermenting wildly, Kuaishou’s "Classmate Zhou" account was nearly 20 minutes late and missed the first wave of traffic dividends.

In early July, Bilibili announced the authorization of Jewell’s music, will be on the line on July 15 Jay Chou’s new album songs and "The Greatest Works" MV, on the line half an hour on the broadcast volume exceeded one million; and Tencent in the new album on the line in just 4 days to sell 5.19 million digital albums, revenue more than 150 million.

Kuaishou, who was once "dumb", carried out Kuaishou’s exclusive live broadcast on July 18, and obtained over 110 million cumulative viewers, 6.54 million peak concurrent users, and total engagement of 450 million, successfully "elicit respect".

Facts have proved that Jay Chou’s traffic is beyond doubt, and the key lies in how Kuaishou can make good use of Jay Chou.

This time, Kuaishou obviously has a more refined tendency to operate Jay Chou’s IP, and Kuaishou has also spent a lot of time on commercial value mining.

Kuaishou’s momentum before going LIVE is not small. Appointment to send tickets, Collector’s Edition tickets to get the opportunity of Lianmai Jielun, netizens to vote for singing tracks, Jie Fan Challenge lottery, and two new songs exclusive to the whole people, which highlights the interaction, immersion and ceremony of the concert in an all-round way, and raises the audience’s expectations. Before going LIVE, the number of live broadcast reservations reached 28.83 million.

This time, Kuaishou also unlocked Jay Chou’s new gameplay. For example, in Jay Chou’s element column activities, the same style became the protagonist of the MV, Jump to the theater Jay Chou’s classic movies, Jump to the classic album song MV, and Jay’s fan challenge fan identification are all full of fun.

But the huge traffic of the concert did not benefit Jay Chou’s business. During tonight’s live broadcast, Nao Nao could directly jump to the purchase interface of Jay Chou’s derivative periphery through the account interface of classmate Zhou. The hot-selling periphery included the new album of "The Greatest Work", Jay Chou’s official two-dimensional image doll, and Jay Chou’s great artist series trendy play figures, but the sales were very dismal, with 75, 3, and 20 items respectively.

Kuaishou has started to increase the intensity of star marketing in the past two years, trying to break through the circle in the selection of stars.

Since the beginning of this year, it is worth noting that Kuaishou has held birthday parties for many members of the Times Youth Troupe and the farewell season of Hard Candy Girl 303; produced original variety shows "Sound Like Summer Flowers", "Super Nice Conference", and online concert "Mai Jin Summer"; invited stars to live broadcast small columns "Shining Her", "Age of Champions", and so on.

Among them, on June 25, Jackie Chan opened an exclusive global live broadcast debut on Kuaishou, during which Huang Zitao and Li Ai appeared in Jackie Chan’s live broadcast room as guests, Nicholas Tse, Joey Yung and other stars online even Mai helped out. Jackie Chan appeared in nearly 3 hours, the live broadcast room real-time likes exceeded 300 million, the peak popularity reached 5.38 million, and the number of viewers exceeded 50 million.

But it has to be said that so many stars together may not be as effective as one Jay Chou, and Kuaishou’s biggest trump card Jay Chou is still unable to play the maximum effect. When Kuaishou can understand Jay Chou’s marketing, maybe Kuaishou’s traffic anxiety will be relieved.

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