Its like a slight ripple, which eventually leads to a rough wave. Looking back on the blank period of this half years performance, Lei Jiangtaos mentality changed from being unprepared and confused at that time to facing it positively. He told first finance and Economics: the income of traditional business line was zero, which was very anxious at one time.
However, the profitability and mode of live music are still under exploration. In the whole music industry, only a few musicians can get income from live broadcasting at home.
From heat to silence
For Beijing and rock music, Lei Jiangtao, who grew up in Changji, Xinjiang, has infinite yearning.
Many of the favorite independent bands in high school were in this company, and they, in the end, became familiar friends around them. When you see Beijing far away, its high and far away. I come to Beijing because I like rock and roll. When you come into contact with bands and practitioners in this industry, you are much closer to life than you think. The people who do independent music themselves are not rich financially. They are all ordinary people.
Lei Jiangtao has been in the music industry for many years, which is exactly the time when Chinas livehouse is developing rapidly. For a few years, even in the third and fourth tier cities, there are living houses, clubs or bars that can accommodate small and medium-sized performances. According to the statistics from daolue, there are nearly 500 livehouse venues nationwide in 2019, of which 73.5% are small and medium-sized venues.
Modern sky also entered the field of site operation with moderskylab, and Lei Jiangtao once served as the content operation director of moderskylabs Beijing headquarters. It is precisely after the selection of musicians and the taste, method and logic of performance content have been affirmed that in March last year, the M-Lab brand focusing on small and medium-sized performances was founded, and Lei Jiangtao, who grew up rapidly, acted as the manager. His idea is that the number of artists in modern sky is limited, while the number of artists in the mainland, Hong Kong, Macao and Taiwan is huge, so there is no doubt that there is a broad market space.
Last year, thanks to the popularity of the variety show summer of the band, the live house, which is mainly composed of independent music, became a good business. The schedule of livehouses in various cities is hot, and it is normal to book in advance for months or even half a year.
The outbreak of the epidemic is most obvious in the businesses related to us. He said that from March this year to next year, there were five tour projects per month on average, and 70% of them had been arranged before the outbreak. This means that 70% of the plans have been completely overturned. In the early stage of the epidemic, their busiest task is to deal with a large number of refunds, and to act as a Porter to continuously postpone the performance.
From February to March, its our adjustment period. Weve been thinking about the future organizational structure, system, process and system of the Department. Were not so anxious. He found that every tour project is a big project, which needs to communicate and coordinate with 6-10 cities on average. And because of the change of the epidemic situation, a lot of fixed time has been overthrown.
In April, when he thought the situation was getting better and the music festival could even be planned, the foreign epidemic began to break out on a large scale, just like the second strike, it was completely decadent. Although there are only five people in our department, even if the salary of senior managers and above has been reduced, everyone is the cost. If the zero income situation lasts for half a year or more, what should we do?
Try to pay for live broadcast
In the whole independent music industry, except for the head band like new pants, which can not completely rely on offline performance, all other aspects of the industry are anxious. Lei Jiangtao believes that everything from musicians and venue operators to brands like him is in a difficult situation.
After the May 1st movement, a number of livehouses are closing down. From the old DDC in Beijing siheyuan to the Tu convex space in Guangzhou with a history of more than ten years, Shekou store in Shenzhen brown sugar can and houpeng store in Nanning announced the closure of the store one after another.
Under the trend of Internet content payment, how to create income for musicians? How to explore the possibility of music payment, find a breakthrough and turning point for the industry, and find the possibility of realization? Lei Jiangtao boldly thinks that modern sky has a strong content production and operation team, why not do online payment mode.
We dont have any actual data to refer to. At most, we take the second-order yuan of station B and the amount of movie fees to set the ticket price for each online performance. There is no rule to follow. But we should do something, and also want to give the industry some confidence, otherwise everyone is very quiet. Lei Jiangtao said frankly that this is equivalent to challenging the consumption habits of the entire Internet industry. In the past, TV plays were paid for priority on demand or paid to watch movies. Independent music is very small in nature, and music payment is undoubtedly competing with the consumption habits of the Internet in the past.
In the absence of brand sponsorship and business negotiation, the strawberry nebula, which combines 10 brands and more than 30 livehouses, began to launch. The so-called nebula is that everyone who loves music is like a star, gathering in the cloud.
On the first issue of May 15, the band of admiration from the bands summer was chosen. They went to Wuhan for live broadcast on the Yangtze River. 19 livehouses across the country have participated in this activity. As long as fans come to the scene for consumption, they can watch the live performance for free.
Finally, more than 4000 fans went to the live house to pay homage to the live concert on the screen. They ran and danced and sang along with each other. The average drink consumption of each living house reached 2000 yuan. Since the outbreak, we havent seen such a scene for a long time. We are all moved and excited.
In terms of online payment, modern sky doesnt make much money relying on box office revenue. But it has also been exploring other possibilities of business realization. Up to now, Houhai shark and Xie Chunhua have respectively realized brand sponsorship of Skyworth and Tsingtao beer.
After the broadcast of strawberry nebula in recent years, he was very surprised. From admiration to omnipotent youth hotel to Zeng Yike, more than half of the online performances of musicians were hot searched. These six performances, once a week, each one is like a 90 minute MV, with different content, theme and core. This is also equivalent to that the whole team is in a high-intensity work in recent months. After the sixth issue is completed, they may pause for a while to resume the financial direction and business logic of the paid music mode, and whether the ticket price can be lower and attract more attention. It is the future goal to strive for more optimization and efficiency. For the recovery of the performance industry after the epidemic, Lei Jiangtao is full of confidence, and the exploration of online payment mode will not be suspended. After the strawberry nebula artists style will be more diversified, and we hope to drive more waist artists to realize their income generation. This is what we have been trying and trying to do. Source: First Financial Editor: Wang Xiaowu_ NF
After the broadcast of strawberry nebula in recent years, he was very surprised. From admiration to omnipotent youth hotel to Zeng Yike, more than half of the online performances of musicians were hot searched. These six performances, once a week, each one is like a 90 minute MV, with different content, theme and core.
This is also equivalent to that the whole team is in a high-intensity work in recent months. After the sixth issue is completed, they may pause for a while to resume the financial direction and business logic of the paid music mode, and whether the ticket price can be lower and attract more attention. It is the future goal to strive for more optimization and efficiency.