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爱奇艺“尖叫之夜”北京演唱会热度持续 “音乐+IP”战略优势凸显
2017-08-25 12:16:25 中国青年网
8月19日青岛纯生爱奇艺“尖叫之夜”北京演唱会在北京工人体育场完美落幕,现场座无虚席、气氛火爆。此次演唱会嘉宾多达31人,堪称爱奇艺“尖叫之夜”演唱会之最,不仅有人气歌手迪玛希、许魏洲,更有人气正夯的《中国有嘻哈》选手点燃这场狂欢盛典。另外,爱奇艺自制剧《盲侠大律师》以及《河神》剧组主创纷纷现身尖叫之夜演唱会现场,推动演唱会超强音浪又掀高潮。据官方数据显示,当晚直播期间线上直播总播放量突破1000万,一举创下爱奇艺“尖叫之夜”演唱会数据新高。即便演唱会现已结束,但关于爱奇艺“尖叫之夜”北京演唱会的线上讨论热度依旧持续发酵,目前爱奇艺“尖叫之夜”微博话题讨论已突破12亿次。爱奇艺“尖叫之夜”北京演唱会取得的骄人成绩和热度长尾效应,得益于爱奇艺“音乐+IP”的生态布局以及运营模式创新。至此,爱奇艺“尖叫之夜”演唱会已成功落地大连、南京、深圳、北京四场,总播放量累计突破3000万。
爱奇艺超级网综《中国有嘻哈》人气选手PGone、VAVA、小白、孙八一等助阵,将最“real“的嘻哈精神带到现场,激情演唱嗨翻全场,引发线下狂欢和线上热烈互动。而爱奇艺超级网剧《河神》主创李现、张铭恩、王紫璇等,以及高口碑自制剧《盲侠大律师》“CP”王浩信、张振朗也亲临现场与粉丝进行趣味游戏互动,不仅丰富了演唱会的内容,也为粉丝提供了与爱豆面对面互动的契机,满足了粉丝与热门网剧IP主角互动的期待,实现了“剧迷“与“乐粉”的互动体验最大化,大幅度扩展了爱奇艺“尖叫之夜”演唱会的用户受众群。现场通过音乐表演、互动游戏,有效地将爱奇艺头部爆款内容IP、优质剧集IP、明星偶像、演唱会融为一体,形成全新的多元IP联动、相互渗透的全新演唱会模式,实现了爱奇艺平台的IP价值落地到现场。
目前,爱奇艺平台拥有包括版权、自制、垂直等多领域众多优质热门IP,且仍在不断扩充和完善。以此,凭借爱奇艺强大的内容整合能力,不断推进对资源进行整合捆绑,搭建起爱奇艺各多元优质内容IP的联动平台,以爱奇艺“尖叫之夜”北京演唱会“音乐+IP”的布局模式为例,爱奇艺通过借助头部IP内容,搭载明星热度与话题度,借助线下演唱会的形式,将爱奇艺各优质内容和用户充分进行连接和沟通,发挥其IP的最大价值,实现平台热门IP高曝光、引发强社交讨论,持续提高用户粘性。同时,爱奇艺聚焦新生代网络原住民的娱乐需求,以极具互联网思维的线上线下同步互动、即时参与的方式,成功满足了不同圈层年轻用户的娱乐体验,实现了爱奇艺一直以来打造的从线下举办演唱会到线上直播、从线下观看到线上即时互动的娱乐体验闭环,以“音乐+IP”的营销方式,为演唱会市场树立了全新的标杆。爱奇艺“尖叫之夜”北京演唱会开创的头部内容IP间的互动、串联和融合,是依托于爱奇艺“大苹果树商业模式”下的又一次成功尝试,作为爱奇艺“猕猴桃音乐计划”中重要的一环,爱奇艺“尖叫之夜”为中国演唱会市场、音乐娱乐市场的发展起到了重要推进作用,也为爱奇艺的娱乐王国的建立与拓展打下坚实的基础。
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