“看一场少一场”，64岁刘德华演唱会爆了！茅台、洋河都出手了……

Group 1 - The online concert "Today...is the Day" by Andy Lau attracted significant viewership, with over 30 songs performed and a total of 82.4 million views during the two and a half hours of streaming [1][3] - The concert was sponsored by "Moutai 1935" and was free for all viewers, while the offline tour in 2024 has already secured sponsorship from "Yanghe Dream Blue M6+" [3][4] - The concert's popularity highlights the ongoing trend of concert sponsorships by liquor brands, with over 20 well-known liquor brands sponsoring more than 100 concerts in 2023 [4][5] Group 2 - Liquor companies are targeting younger consumers through concert sponsorships to change perceptions of liquor being "old," "expensive," and "hard to access" [5][8] - Sponsorships of concerts featuring classic artists like Andy Lau and Dao Lang serve to engage older demographics, creating a sense of nostalgia and driving sales through ticket promotions linked to liquor purchases [8][10] - The trend of liquor brands sponsoring concerts is seen as a strategy to enhance brand visibility and potentially generate over 100 million in sales [12] Group 3 - The success of concerts featuring older artists like Dao Lang and Andy Lau indicates a growing cultural consumption demand among middle-aged and elderly demographics, often referred to as the "silver economy" [13][14] - The internet penetration rate among the elderly is increasing, with 52% expected by June 2025, leading to a rise in cultural consumption from this group [16][18] - The popularity of online concerts among older audiences reflects a shift in the music industry, with artists like Cui Jian and Luo Dayou attracting millions of viewers, indicating a strong market for live performances targeting this demographic [16][18]