网红演出热潮

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明星不够用了,网红「接管」演唱会
3 6 Ke· 2025-09-03 11:17
Core Viewpoint - The rise of internet celebrities transitioning to live performances is reshaping the entertainment industry, with a notable increase in their concert activities despite inherent risks and uncertainties [1][12][20]. Group 1: Industry Trends - The Chinese performance market is witnessing a significant trend where internet celebrities are moving from online platforms to offline concerts, aiming to convert their digital following into real-world engagement [1][10]. - In 2023, internet celebrities like Na Na have gained immense popularity, with her song "Love Like Fire" achieving over 2 billion views on various short video platforms within a year [3][10]. - The concert market has seen a surge in performances, with a reported 278 concerts in July 2023, marking a 16.3% year-on-year increase, although most of these are large-scale events [12][14]. Group 2: Audience Dynamics - The audience for Na Na's concerts is diverse, including various age groups and family units, contrasting sharply with the typical crowd at traditional live venues [2][3]. - The engagement of the audience is crucial, with attendees actively participating in the performance, which reflects a shift in how concerts are experienced [1][11]. Group 3: Economic Factors - The financial viability of live performances for internet celebrities is under scrutiny, as many find that income from concerts does not match the profitability of online activities like live streaming and advertising [11][20]. - The cost structure for hosting internet celebrity concerts is often more favorable for promoters, as these events typically operate on a flat rental basis rather than revenue sharing, reducing financial risk [19][20]. Group 4: Challenges and Risks - Internet celebrities often lack the professional experience required for live performances, leading to potential issues such as technical difficulties and copyright infringements during shows [21][22]. - The unpredictability of audience turnout and the potential for negative publicity can significantly impact the success of these events, as seen with some high-profile cancellations and controversies [23][29]. Group 5: Future Outlook - The industry is expected to continue evolving, with a focus on finding a balance between leveraging internet celebrity appeal and ensuring quality performances [29][30]. - There is a growing recognition that while internet celebrity concerts can be profitable, they also require careful planning and management to avoid pitfalls associated with their often transient popularity [28][29].