On the evening of August 30th, five groups of original musicians staged performances in Chaoyue MTA Space, which was closed for 24 hours.
Onlookers gathered at the edge of the stage or scattered on the steps not far from the stage, which was different from the traditional Livehouse. The free open space gave the audience the most comfortable appreciation and social distance.
This day is the offline performance of the Force Plan 2019 hosted by Tencent musicians-the "ideal first return" of the Force Party 001. Among the "onlookers" under the stage, there are curious people who come to entertain after work on Friday, and there are also fans holding lights and flowers to support the idol’s "premiere".
Last year, Song Dai Ting, the runner-up of the Force Plan, gave an opening performance as a "predecessor of the Force". Subsequently, several groups of musicians from the August collection of "Force Plan 2019" released their emotions on the stage one after another.
As an original musician, Huang Qi, a programmer and designer, can’t hide his excitement when standing on the stage: I just learned music production four months ago, and I thought I could only get a few "hypocritical" blessings in my circle of friends. Now, "Tencent musicians helped me recommend this song, and I feel particularly happy to have someone who resonated with me to comment on me."
Providing online and offline services for musicians in the whole industry chain is a step that has never stopped since the launch of Tencent Musicians Force Project. During the two years of growing up together with original musicians, Tencent musicians have been exploring new service standards in the field of original music.
From online collections to offline parties,
Create a precedent of music "three-dimensional release" on the music streaming platform.
The "Force Plan 2019", which started the collection of works on March 22 this year, has completely upgraded the collection method of works based on Tencent’s open platform for musicians, not only collecting original music works for all genres, but also continuously updating them all year round.
The Force Party not only provides a publicity channel for newcomers’ new works, but also provides an exposure hub for buried high-quality works. At the Force Party, there are new singers who are excited about the first performance opportunity, and there are also some "old-timers" who roll circles, such as the Deep Heart Band, which was established at the end of 2013.
A deep band composed of six experienced musicians who have been active in the rock music circle for many years has rich performance experience and excellent skills. During the live performance of the Force Party 001, the lead singer and musicians jumped into the audience from time to time to interact, which quickly ignited the fans’ emotions and performed Encore tracks in the final cheers.
It can be seen that in addition to providing online outlets for original music, Tencent musicians also provide performance channels for musicians through offline parties, encouraging them to enrich their actual combat experience and enjoy the stage while creating, making music "at your fingertips", and also allowing listeners to interact with original music more directly and feel the charm of original music.
Like the Force Project, when the collection is presented online, the Force Party is held offline, which not only changes the traditional propaganda methods on the traditional album line, but also opens the door for the multi-dimensional and in-depth spread of original music.
On the one hand, fans have a more comprehensive experience of original music: this seamless connection from online to offline, from virtual to physical, gives the original music a multi-dimensional communication channel of "tangible and audio", and also creates a "tangible" and "visible" music experience for fans, as well as a high-quality music stage where sound, light and video meet, which makes the original music not only stay at the auditory level, but also visual and visual.
On the other hand, Tencent musicians held the Force party from online compilation to offline, which also pioneered the three-dimensional release of music on the music streaming platform, and realized the multi-dimensional three-dimensional communication of original music. New songs are released on the online music platform, but new songs are displayed in the form of offline performances at the same time, realizing the seamless connection from virtual to physical.
From Livehouse to music festivals,
History of "Force Scene" Change
"We hope to make the Force Party a music scene for young musicians." Before the performance, Deng Linhai, the project director of Tencent Musicians and a senior media person, told the audience frankly.
In this party, about half of the original musicians are on the stage of face-to-face performance with fans for the first time. This form quickly narrowed the distance between musicians and listeners, and also created an acceptance channel for musicians to "self-evaluate".
At the Force Party, musician Song Shangcong stood on the stage and interacted with the audience for the first time, saying that he never thought that he could realize his musical dream through Tencent Musicians Force Plan.
This is naturally not the first "landing" of the Force plan. For more than two years, while continuously incubating online original music works, Tencent musicians are also committed to building more exhibition stages for original music.
In addition to this Force Party, as early as last September, the Force planned to hold an "extraordinary live" national tour, all the way from Changsha, Shenzhen, Chengdu and Shanghai to Beijing.
Musicians in the top 20 of the Force Plan, including Song Daiting, have appeared on the Livehouse stage in five major cities, and had the most intimate and intuitive music exchange and stage interaction with young people who love original music. The Force Music Festival, which landed in December, also became the "first test of water" for Tencent musicians in the field of outdoor music festivals, and gained a good reputation.
Earlier, the indoor Studio Concert pioneered by Tencent musicians also became a "performance acceptance" channel for original musicians. The Studio Concert broke the framework of regular stage performances, and the audience wore high-fidelity Hi-Fi headphones in the top recording studio with high-quality sound effects. Immersed in a live performance of the whole process.
If Studio Concert is a high-quality exhibition channel for original music provided by Tencent musicians, then the Livehouse performance integrated into urban life and the landing of outdoor music festivals will give musicians and original works an opportunity to deeply touch the on-site culture. For example, outdoor music festivals, such live performances with more forms and wider coverage, not only provide original musicians with a larger exhibition stage, but also allow Tencent musicians behind them to have an original performance acceptance.
Constantly exploring diverse forms, and truly realizing "deep service" for original musicians, through online collection, conveying musicians to perform offline performances, encouraging original musicians to create, at the same time, allowing them to enjoy stage performances, and realizing the three-dimensional spread of original music, which is the original intention of Tencent musicians.
In-depth service of original music,
Tencent Musicians’ "Original Links"
In recent years, live music has become an incremental market with great potential. Whether it is the immersive concert of Studio Concert, the cultivation of Livehouse soil in several major cities, the Force Music Festival and the Force Party launched by the Force Plan in 2019, the Force Plan has been trying to find a way to connect original music with the scene.
And such "live connection" is undoubtedly of great significance to original music.
According to the interpretation data of the original music industry in the White Paper on the Original Music Market in China in 2019 recently released by Yi En, video content with both audio and video, such as film and television dramas, is always at the forefront of mass entertainment. For music, strong appeal, strong atmosphere and strong sense of interaction drive the original music to shift from "listening" to "watching".
Music variety is becoming the carrier of communication in the era of "watching". When people begin to receive a large number of original musicians and works through programs, for original music, live music, which has a stronger appeal and a strong audio-visual atmosphere, is more important.
In recent years, various original music support programs have emerged in an endless stream. However, in the process of supporting original musicians on the music platform, there are also some defects and deficiencies. If the platform is stingy to give the original music the trust to show the stage, then the market will give the original music newcomers few and far between.
Tencent Musicians, the initiator of the Force Plan, as a musician platform launched by Tencent Music Entertainment Group, has become a leading online platform for original music in China through two years’ efforts, with a total of nearly 400,000 original songs, and the total number of original songs played in QQ music, cool dog music and cool music reached 100+billion times a year. In the second quarter of 2019, the daily broadcast volume of original songs by Tencent musicians increased by 200% year-on-year.
Under the background of wide coverage and strong resource advantages, Tencent musicians are more willing to provide stage performance opportunities for original musicians and grow with them than to absorb copyright stock.
To create four content sections: Force Plan, Extraordinary Scene, Original List, and Moon Salon, Tencent musicians not only support original content online, but also provide the most intuitive live experience stage for original musicians. Through online competitions and publicity, and then perform the entire industrial chain offline, the original works will spread and spread in a wider range of groups in various forms of exposure channels.
From the musician’s point of view, only the original musicians who have experienced the scene can better understand the audience’s tastes and learn from the feedback from the audience and make progress in the next creation. This is also the most direct encouragement for original musicians, who have gradually grown up in such repeated experiences, and the open platform of Tencent musicians has also kept moving forward in the process of online polishing and on-site connection.
Behind a series of support programs for young musicians, Tencent musicians provide thorough and in-depth services to original musicians. While opening up the industrial chain of the original content of the platform and providing more exports for original music, Tencent musicians open the platform. It is also iteratively growing with original music.
This article first appeared on WeChat WeChat official account: Entertainment Unicorn. The content of the article belongs to the author’s personal opinion and does not represent Hexun.com’s position. Investors should operate accordingly, at their own risk.
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