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斗鱼举办音乐盛典的背后 为直播行业细分领域布局创造更多可能

2018-11-29 15:18:37   中讯网 

随着娱乐产值的不断扩大,“加码泛娱乐”已然成为目前直播行业对外吆喝的口号之一,泛娱乐内容也已成为各家直播平台产业链条中的“标配”。然而纯靠直播行业常规的线上运营却难以支撑起直播平台的梦想,无论从用户构成、专业度和知名度上,传统直播都不具有更多元化营收场景的想象空间,但是刚刚结束的斗鱼音乐盛典,却成为“直播行业如何在‘直播+音乐’等细分领域布局”的一个教科书案例。

斗鱼举办音乐盛典的背后 为直播行业细分领域布局创造更多可能

与其说“斗鱼音乐盛典”是一场真正意义上的音乐盛宴,不如说它是一场年轻人向往的潮流音乐盛会。基于活动庞大的用户流量和影响力,活动当天直播间最高热度突破1000w+,观看总人次达到700w+,弹幕数高达388w。此次音乐盛典前的宣传造势就不同于以往传统模式,采用“换一种方式打开”的创意营销提升活动的关注度,相关话题阅读数突破1.3亿,单从数据来看,斗鱼音乐盛典无疑是非常成功的。

斗鱼举办音乐盛典的背后 为直播行业细分领域布局创造更多可能

斗鱼在本次音乐盛典上取得的重大成果,其实也是直播行业在垂直领域精细化运作的必然结果。之前,斗鱼就一直在通过举办音乐节、输出和引入音乐人、举办音乐类综艺节目、加大与音乐平台合作等方式深入在平台音乐领域的层层布局。

去年12月18日,斗鱼就与酷狗音乐达成合作,预计未来三年打造10位主播歌手,并推出百首歌曲,包括阿冷、张大仙在内的知名主播都已率先完成合作;在音乐人输出上斗鱼更是给予了极大力度的推广和扶持,以冯提莫为例,仅2018年就多次登上了《蒙面唱将》、《异口同声》等知名音乐类综艺节目,在推广自身知名度之外,更是提高了大众对于直播行业影响力和专业度的认可。

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