The number of appointments exceeded 28 million, and Jay Chou ＂Friends Club＂ became a Aauto Quicker traffic password.

November 19, 2022, Journal No.3319

"November’s happiness is given by Jay Chou", "The chorus of the whole staff is being loaded" and "I want to show you, my whole youth" …"Jay Chou Online Friends Association"Since the news of the file was announced, a carnival belonging to Jay fans has spread all over the network. Until the beginning of the song club, Aauto Quicker platform.Number of appointmentsMore than28 million.

In 2019, in order to celebrate the 20th anniversary of entering the music world, Jay Chou opened the meaningful "Jay Chou Carnival World Tour Concert", and then the concert plan was forced to be terminated due to epidemic factors. After the release of the new album in July this year, the Jay Chou concert plan was put on the agenda again. With the announcement of the concert times in Singapore, Malaysia, Australia and Hong Kong, it was impossible to open the mainland venue due to the big environmental reasons, which made fans deeply regret.

On November 8, Jay Chou, who hasn’t appeared for a long time, posted a video on Aauto Quicker, announcing that he was on November 19.KuaishouHold an online song club, in which Jay Chou revealed that he would sing.Two new songsThe other three classic old songs were voted by netizens. The most important thing is that Jay Chou will have a good chat with fans in the live broadcast room.

How Aauto Quicker Played Jay Chou’s "Friends’ Association"

Where there is Jay Chou, there is no shortage of traffic. For this concert, Aauto Quicker also began to prepare in advance in order to make full use of this success. Anyone who is familiar with Jay Chou’s singing knows that his concert has aFixed link, that isLive song orderingThis time, Aauto Quicker has also opened.Online song ordering activity. According to the rules, Jay Chou fans only need to search in Aauto Quicker."Zhou classmate"This label can participate.Make an appointment to choose a song. As soon as the news came out, the circle of friends spontaneously started the song-ordering mode, and everyone entered Aauto Quicker to order their favorite songs, and blew up half the fans in the entertainment circle.Karry, Bo Huang, Sun, JC-T, Ryan and Guo Xiaoting.People have started to order songs through live broadcast rooms and videos.

In the end,Peninsula tin box, sunny dayThe clock in the opposite direction, which was elected by a high vote and ranked third, was fiercely contested.Rice FieldGo ahead and regret losing the election. Plus Jay Chou revealed in the interactive video that he sang two new songs.Missed fireworks, still wanderingBefore the concert began, I knew five songs.

Because it is an online concert, Aauto Quicker has built it.Collector’s Edition tickets, the opportunity of Lian Maijielun, and the fan medal.And a series of exclusive benefits. In addition to booking and voting, the theme activities of Aauto Quicker Jay Chou online concert also includeListen to the song, answer questions, win a big gift package, shoot the same paragraph with Jay, and come to the screening hall to watch Jay Chou classic movies.And a series of activities, but also with the QQ music digital flagship store launched around Jay Chou.

Among them, shooting the same paragraph with Jay is more in line with the short video style, mainly with Jay Chou songs as background music, and users participate in the interaction by remaking the MV action of Jay Chou classic songs. However, compared with the single online concert in the past, this song club."interactivity"It’s stronger, for example, at the bottom of the song voting page, the activity of "Listening to the song and answering questions, winning the grand prize through customs clearance", and the interaction between the live lottery and Jay Chou Lianmai during the live broadcast, etc., and the good interactivity makes the song club more interesting.

For Jay Chou fans, it was three years ago to see a fresh "concert". Although it’s just an online song club, it’s undoubtedly a great surprise at this stage to hear new songs, watch LIVE broadcasts and interact with each other.

Sign a contract for three years,

Has Aauto Quicker returned from Jay Chou?

In recent years, with the changes in the main channels for people to obtain information, the cooperation between the short video live broadcast platform and the stars has officially come."superstar competition"This field. As a youthful memory of a generation, Jay Chou is likeWalking traffic passwordTherefore, he has also become the target that video platforms are vying for.

Why did you choose Aauto Quicker to cooperate? Earlier, Jay Chou said in an interview with the media that there are two requirements for him to endorse: one is what he thinks is powerful, and the other is that fans can afford it. So we saw his endorsement of Kebik potato chips, Metersbonwe Bang Wei, Aima Inc. and so on. Aauto Quicker, who used to take the values of "cuteness", "There is no distinction between high and low life, and every life has its own value and significance, which is worth recording" and "Everyone’s life is worth recording", was naturally more favored by Jay Chou.

Unlike Jay Chou’s cooperation with Aauto Quicker due to inclusiveness, Aauto Quicker wants to re-establish its brand through Jay Chou’s exclusive presence, orBrand upgrade. As we all know, "low" is a label that accompanies Aauto Quicker all the year round, especially in 2020, the MAU gap between Aauto Quicker and Tik Tok has widened to 260 million, and Aauto Quicker really needs a positive event that can enhance its image and attract new traffic pools-"Jay Chou", "Exclusive", "Entering" and "Aauto Quicker", which can be said to be worth a thousand dollars.

Jay Chou, May 2020.The first Chinese social accountsettleKuaishou. This account, nicknamed "Classmate Zhou" and signed with the personality "Only in Aauto Quicker", has exceeded 10 million fans in less than a week. Jay Chou’s first video released in Aauto Quicker was also bursting with traffic, with more than 90 million plays. At the same time that the official announcement stayed in Aauto Quicker, Jewel Music also reached a cooperation agreement with Aauto Quicker, who won.Copyright of all songs and MV short video platforms in Jay Chou.. Subsequently, Aauto Quicker opened the right to use more than 170 Jay Chou classical music to the creators on the platform for short video creation. In the following two years, Jay Chou and Aauto Quicker launched in-depth cooperation including spokesperson identity, short video, live broadcast and the variety of Zhou Travel Notes.

Jay Chou, who has been in Aauto Quicker for three years, has only released 117 short videos, and launched six live broadcasts. Among them, on July 26, 2020, Jay Chou opened in Aauto Quicker.First live broadcastOnly 10 minutes after the broadcast, the cumulative number of viewers exceeded 42.6 million, and the total number of online viewers exceeded.68 millionThe highest number of simultaneous online users is 6.1 million, and the total interaction between live broadcasts is 380 million. On July 18th, Jay Chou held an exclusive event in Aauto Quicker.Live webcast of "Secrets to Tell". According to official data, the cumulative number of viewers of this live broadcast exceeded110 million peopleThe highest number of real-time online viewers exceeded 6.54 million, and the total amount of interaction between live broadcasts exceeded 450 million.

Of course, the data of the platform is good-looking. Compared with the quantification of the data, the result measurement of the brand dimension has no concrete verification. After Jay Chou settled in Aauto Quicker, some artists advertised that their own artists were not particularly opposed to settling in Aauto Quicker, but their interaction in Tik Tok was far more than that in Aauto Quicker. Secondly, everyone wants to watch the Jay Chou concert, but how many people will download Aauto Quicker for a concert? There are rumors that Jay Chou’s signing fee is too high400 millionNow that three years have passed, it seems that Aauto Quicker has not fully achieved the desired effect.

Online concerts are still in the exploratory stage.

In 2020, affected by the big environment, offline performances stopped, prompting"online concert"Be popular. Tencent’sVideo numberWith the help of live concert, Mayday, Westlife and other emotional groups began to sing one after another, and two concerts in Jay Chou were re-screened online, with a viewing volume of nearly 100 million, which became an important achievement of the annual report of video number. After that,DouyinOnline concerts have also been held, and singers such as Andy Lau, JJ Lin, Eason Chan and Stefanie have also entered the show. This year, the number of online concerts in Andy Lau has exceeded 340 million, and that in Stefanie has reached 240 million.

In terms of gaining traffic and attention, the online concert really won, but it can be lively and lively.Commercial transformationBut there are many worries, and the commercialization path is still being explored. At present, online concerts in China are mainly divided into two forms: free and paid. Payment has not yet formed a consumption habit, and it is mainly free. Free online concerts are mainly based onAdvertising investment, gift reward, peripheral salesMainly. such asJay ChouTwo online concerts, which were re-released in May, appeared in many publicity positions such as social accounts and App posters on the hosting platform.Pepsi-Cola, the exclusive brand name.The figure; bybaicExclusive title of its brandCui JianOnline concerts, only customized gifts of polar fox were sent out 1.04 million times. And this time, Jay Chou’s song club,Red flag carIt will also cooperate as a sponsor for advertising placement.

Online concerts that seem to attract good advertising are not as good as everyone thinks. After all, it is difficult for the platform to guarantee that online concerts will recover costs and even make profits. Some online concerts are not inferior to offline concerts in terms of venue specifications, stage setting, rehearsal, and live dance sound effects, and the cost is huge. Moreover, only a few top popular singers or concerts with stars can be considered by sponsors, and many online concerts are.Make a loss and shoutThe promotional value is greater than the commercial value. According to industry sources, the cost of several online concerts on May Day has not been recovered, and the cost invested has far exceeded the sponsorship fee.

Online music performance is a new form of music consumption market, which has great potential for both user expansion and brand building. However, at present, online concerts have not yet formed a normal industrial model, and the market is still in its infancy, which needs continuous exploration.

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