抖音对垒视频号，孙燕姿和罗大佑你pick了谁？

36氪2022-05-29

作者：窦轩5月27日晚上8点，两场同时进行的演唱会，刷屏了各个社交平台。一场来自于视频号，华语音乐教父罗大佑首次在线上开启了自己的演唱会；另一场则在抖音直播上演，请到了天后孙燕姿，在线上直播了一个半小时，边唱边聊。两位在乐坛极具份量的歌手，一出场就引发了大众的回忆杀。人们自发地在社交平台上转发链接，缅怀青春。孙燕姿的线上唱聊会，在开播不久后，观看人次就迅速破亿，两场演唱会也先后登上了微博的热搜。在...

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YEH1211
·2022-05-30
喜歡孫燕姿
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1
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Justin_L
·2022-05-30
因爲新的不行只能看老的
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老郭头2020
·2022-05-30
孫燕姿的歌太難聽了。還是羅大佑寫的歌好聽，但我不愛聽羅大佑本人唱歌。
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hhyw
·2022-05-30
好
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Youn7276
·2022-05-30
Ok
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2
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crazybee1235
·2022-05-29
hi
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是龙不是虫
·2022-05-29
好
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1
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嘞撸虎7
·2022-05-29
閱
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谢智明_7896
·2022-05-29
羅大佑質量好。孫燕姿那啥玩意啊，我是來聽歌的
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- Youn7276:
  Ok
  2022-05-30
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吼吼吼吼一个
·2022-05-29
浮窗羅大佑，抖音孫燕姿
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dyspres_618
·2022-05-29
強迫用戶二選一，而不是想着做產品給用戶帶來多少價值。。第一性永遠是競爭挖別人牆角。。
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廿四_8158
·2022-05-29
肯定羅大佑大爺啊
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- Martin_4395:
  **
  2022-05-29
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昨夜梦见你
·2022-05-29
臺灣人打起來啦[笑哭] [笑哭]
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- yifannafiyReplying to昨夜梦见你:
  孙燕姿，林俊杰，梁静茹，光良，品冠，蔡健雅，黄明志，阿杜他们任何一个打台湾人都不能被叫做台湾人打起来了，谢谢
  2022-05-31
  Reply
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- 昨夜梦见你:
  真不幽默
  2022-05-30
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- yifannafiy:
  快别二了
  2022-05-30
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中概反买别墅靠海
·2022-05-29
孫燕姿
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pick?","themeId":"","isJumpTheme":false,"ttsUrl":"https://static.tigerbbs.com/df78732295bf65ea02a0bf648fe8fe59","symbols_score_info":{"00700":0.9},"content_text":"作者：窦轩5月27日晚上8点，两场同时进行的演唱会，刷屏了各个社交平台。一场来自于视频号，华语音乐教父罗大佑首次在线上开启了自己的演唱会；另一场则在抖音直播上演，请到了天后孙燕姿，在线上直播了一个半小时，边唱边聊。两位在乐坛极具份量的歌手，一出场就引发了大众的回忆杀。人们自发地在社交平台上转发链接，缅怀青春。孙燕姿的线上唱聊会，在开播不久后，观看人次就迅速破亿，两场演唱会也先后登上了微博的热搜。在大众集体追忆青春的背后，这两场演唱会，也是抖音和视频号的一次正面交锋。两场演出同时举行，时长相近，这就意味着观众大多只能二者择一。在眼见视频号已经以多场演唱会成功破圈之后，抖音终于按捺不住，发起了反攻。正面交锋周五的晚上，两场演唱会开始之前，朋友圈就已经被直播海报刷屏，选择看哪场，也成了大家当晚最乐于探讨的共同话题。两位演出的歌手也已经许久不曾在线下与观众见面。上一次罗大佑在线下的演出已经是两年前，而孙燕姿已经有7年没有举办过演唱会。对他们的歌迷来说，能够在线上看到本人的现场，确实非常久违而难得。而对居家办公多时的上班族来说，下班后迎接周末，也亟需一场演出来放松神经。无论是罗大佑的《野百合也有春天》、《恋曲1980》、《光阴的故事》，还是孙燕姿当晚演唱的《我也很想他》、《遇见》，都是一代人耳熟能详的金曲，能够迅速激起人们的青春回忆和共鸣。教父与天后的同时段竞技，背后则是视频号与抖音的一次正面对垒。视频号曾经举办过多场线上音乐会，抖音近一年也有过在线上举办免费乃至付费演唱会的尝试，但两个平台在同一时段办演唱会，请的又是如此有话题性的嘉宾，尚属首次。如果仅从观看人数来看，乍一看，抖音似乎赢了视频号。孙燕姿的这场线上唱聊会，在结束前观看人次就超过了2.4亿，而罗大佑在视频号的演唱会，在结束后再次回放时，显示有“超过4000万人看过”。不过，有媒体指出，微信视频号“看过的人”和抖音的“观看人次”统计方式并不相同，因此实际差距如何很难预计。罗大佑线上演唱会的回放但从整场的直播呈现效果来看，一直持续在做线上演唱会的视频号明显更加老到。罗大佑2小时的演唱会里，不仅演唱了20多首经典金曲，按照主题分成了“光阴的印记”、“童乐箴言”、“恋曲2022“三个板块，还用微信视频连线了五条人和艾怡良作为嘉宾，结束时还有安可曲。而抖音的孙燕姿线上唱聊会，不仅因为“主持人中途还跑去上卫生间”引来粉丝不满，在快结束时还一度出现了断线的事故，过了十几分钟才切回来画面，孙燕姿也因此将这首歌重新唱了一遍。孙燕姿演唱歌曲途中，突然断线的现场虽然热度颇高，但无论音响、打光，还是直播清晰度和稳定性，此次策划都受到了颇多吐槽。这次演唱会，除了《我也很想他》、《遇见》等大热曲目，孙燕姿演唱的大多数曲目也都是其相对冷门的歌曲。不过，就热度而言，这也已经是抖音线上演唱会热度最高的一次。事实上，这已经是孙燕姿和抖音的第二次合作。上一次孙燕姿和抖音的合作，是去年夏日歌会的收官场，在那场近1小时的专场里，孙燕姿演唱了《和平》、《克卜勒》、《遇见》、《我怀念的》等多首经典曲目，累计观看人数达到了1222.1万。就观看人次而言，此次明显要高于去年的首次直播。显然，除却官方的大力宣发之外，疫情带来的线下演出取消、宅家办公等现象，也助推了线上演唱会这一形式的出圈。音乐直播新战场在线上演唱会这个方向上，抖音其实是更早吃螃蟹的平台。早在2020年上半年，抖音就曾推出了“DOULive沙发音乐会”、“DOULive在现场”等系列线上Live。去年8月3日~9月9日，抖音也曾连开七场线上夏日歌会，邀请了孙燕姿、鱼丁糸、张惠妹、陈粒等乐团和歌手参与， 累计观看量超过4000万人次。与视频号如今启动演唱会招商不同，抖音将线上演唱会商业化的途径，则是售卖付费门票。孙燕姿参与抖音夏日歌会不过，就引发的声量而言，抖音似乎也一直没有做出一个可以与西城男孩、周杰伦演唱会相提并论的爆款。无论这次呈现质量如何，孙燕姿的线上唱聊会，可以视为抖音第一次在线上演唱会这一方向上，做出了出圈爆款。而在此之前，举办线上音乐会，一直是视频号的出圈利器。去年12月17日，视频号举办西城男孩线上演唱会，观看人数超2700万人，成功出圈。有了第一次成功试水之后，视频号在跨年夜又与五月天合作线上演唱会直播，观看人数超过1400万人。视频号举办的线上演唱会，无论是录像重映，还是现场直播，都倾向于通过邀约知名度、受众都非常广泛的老牌音乐人，来引爆人气和讨论度。4月，视频号先后上线张国荣的热。情演唱会超清修复版和崔健的现场演唱会，这两场演唱会累计观看人次分别破1700万和4600万。崔健线上演唱会海报罗大佑演唱会之前，视频号从520开始连续放映两天的周杰伦演唱会，总观看量已经近亿。数次出圈的尝试，也在反复印证这一策略的正确。据一份网上流传的《微信视频号演唱会招商项目清单》显示，今年在周杰伦、罗大佑之后，视频号还会举办包括后街男孩、刘若英、陈奕迅、万能青年旅店等知名歌手在内的多场演唱会。平均每个月，视频号都会举办3-4场演出，显然比之前更加密集。在出圈的同时，视频号也找到了线上演出商业化的方法。此前崔健的线上演唱会里，视频号首次尝试了线上演出的招商。此次罗大佑的演唱会冠名赞助商，也正是崔健演唱会的赞助商极狐汽车。虽然抖音目前的日活高于视频号，但依托于微信，视频号在内容宣发和社交裂变上实在是有过大的优势。更重要的是，有腾讯音乐的资源和经验支持，视频号无论是邀请重磅的嘉宾，还是搭建现场直播，都更加得天独厚。一位专业人士向36氪透露，这类线上演唱会的版权，和流媒体平台上的录音版权并不相同。环球、华纳等音乐公司跟音乐平台的版权合作，一般不会包含这类直播演出的合作。像这类线上的演唱会，一般都是“case by 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