Since the beginning of the year, many domestic stars have borrowed from foreign precedents to test the VR intervention in the live broadcast of the concert, and strive to bring a sympathetic concert experience to fans who have not been present. However, from the feedback from participating fans, the effect is not ideal. The development of the VR industry involved in the concert market seems to be far less prosperous than its concept. Is the addition of VR technology a icing on the cake or a superfluous addition? Looking at the current market, what is the current status of VR companies?
VR is popular with stars This year is called the first year of VR. With the promotion and popularization of virtual reality technology, more and more industries have found that they can be used. The popular mobile game "Pokemon Go" is launched hot, followed by the second virtual Idol Hatsune's future live online concert, VR technology and public relations can be described as more intimate. In such a social environment, the concert market will undoubtedly hope to share a piece of it.
Since VR technology can immerse users in the setting environment through the interactive 3D dynamic view of multi-source information fusion and the system simulation technology of entity behavior, offline concerts will have the opportunity to interact with online users. In theory, fans can enjoy the real feeling of being at the concert scene through VR glasses or helmets.
Such technical support will undoubtedly let the concert organizers see the business opportunities. Since this year, many domestic stars have "filled" the VR tag for online live concerts. From the beginning of the year, the first full VR concert in the world was advertised - "Lu Xun "Reloaded" National Tour" sang to the end of the year when the first fire was not played, "Wang Fei Fantasy 2016 live concert" officially launched VR technology, singing The market is blowing up a VR whirlwind.
At the beginning of this month, Karen Mok’s “Look at the World†tour concert came to an end in Hangzhou. In order to commemorate the “Global Tour†terminal, the performance was ingeniously broadcast live in VR format. As of the date of publication, this exclusive live concert of Iqiyi members has been viewed online by more than 1.9 million fans, making it the best online watch for concerts on this platform.
In fact, in the current market context of seeking new changes, the new wave form will undoubtedly bring more excitement to the audience, and therefore the launch of VR technology will not only make the star concerts add more cool highlights, but also satisfy Higher requirements for fans. However, in the era when all the stars competed in the "equipment" of concerts, the arrival of VR is more like a form of more than a body, not a high-end performance of internalization.
Consumer feedback polarizationAs we all know, the current trend of the tide is difficult to constitute long-term consumption habits. Since the VR technology was used in concerts, its lack of user experience has been repeatedly criticized. Since VR needs to capture all scenes within 360 degrees, its bandwidth will be more than ten times that of normal live broadcast, which is extremely demanding for domestic broadband. In response, the Beijing Business Daily reporter downloaded the Mi Duo entertainment app that contracted a number of popular star VR videos, such as Lu Han, Wang Feng, Wu Yifan, etc. When clicking on the Luhan concert clip in the headline position, only 6 minutes of song loading time was compared. Long, and often "flashback" phenomenon. In this app's comment area of ​​Apple Mall, some users wrote: I bought a member, but a little video flashed back, but I still can't see it. It is worth noting that Mido Entertainment, as the only VR company that cooperates with Hunan Satellite TV, is in the leading position in the domestic music entertainment VR field.
In addition, the viewing cost of VR concerts is also a problem that users need to consider. Although it is relatively entertained, VR technology can break the constraints of time and space and provide more perspectives. It also eliminates the anxiety of grabbing tickets and even the trouble of buying fake tickets. However, for a better viewing experience, the cost of VR glasses or helmets must be Committed by the fans themselves. Beijing Business Daily reporter searched VR glasses on Taobao.com, the price ranged from 15 to 2 million yuan, and the click price was 89.9 yuan, and the whole network sold up to 14,000 "star" products. The reporter still found consumption in the comment area. The person raised the problem of ordinary perception and eye discomfort. Simply looking at a live concert to buy a pair of insignificant glasses, I believe that not all fans are happy to pay. Of course, some companies have expressed support for the naked eye VR effect, but the specific imaging is greatly reduced.
To be frank, the biggest highlight of VR concerts is the realization of close-up and no-dead interaction with idol stars through technological innovations, to make up for the regret that countless fans and youngsters have not been present. However, the Beijing Business Daily reporter found through investigation that the feedback of consumers is obviously polarized. Although there are a small number of well-made VR concerts in the country, it gives the audience a sense of realism, shouting "The original concert can be played like this! Yes, this is VR!" But most people still hold a negative attitude, because no matter Live broadcast to the picture clarity, domestic VR technology is not yet mature, some viewers said: "A concert down, in the VR see more colorful color blocks are singing." In addition, the long-wearing glasses produced dizziness It also allows many consumers to stay away from it.
Starting from VR itself, "most of the current VR videos on the market are simply using VR devices to make some empty and boring content, and lack effective information points to attract consumers' continuous attention." Mito Entertainment mentioned. Some insiders also revealed that due to the current lack of VR content, there is a VR development team that shoots videos for free.
Technical difficulties still to be brokenSome insiders pointed out that VR technology has only just heated up in the past two years. From the current profit model to the technical level, to the user experience, it is still not clear, mostly staying on the concept. In this context, VR concerts may be able to serve as a team leader and a pioneer in the development of the VR industry. In this regard, Mido Entertainment CEO Li Wei once said: "From the perspective of explosiveness and content richness, the current selection of entertainment industry is the most effective. Entertainment content production is high-frequency, is mass consumption." In the Chinese market, fans The rapid growth of the economy and the new gameplay created by the new pains of the fans will bring more opportunities to the VR industry.
The technical level has yet to be broken, and some VR companies are on the verge of eliminating them. Judging from the current New Third Board market, there are 23 companies in the VR industry and VR concept, and 13 of them have a net profit loss in the first half of the year. For example, Manheng, a high-tech company that has been cultivating VR business for nine years, has a wide range of business ranging from military to energy to virtual paradise and concerts. Although the operating income in the first half of the year was 40.39 million yuan, a year-on-year increase of 95.48%, compared with the loss of 30.79% in the same period last year, but still lost 7.11 million yuan. However, according to a report released by investment bank Digi-Capital, the global augmented reality and virtual reality market will reach 150 billion US dollars by 2020, while the domestic VR market will achieve 200%-300% in the three years from 2015 to 2017. With rapid growth, the market size in 2017 is expected to reach 2.16 billion yuan.
“In fact, there are VR teams in China now, but the technology they have mastered is not at the forefront, and the current is still at the forefront of development.†For the current stage of VR concerts, industry commentator Wang Yi said, “Although some companies have already made Try, but overall VR concerts are still at the level of accumulation, from the front to the middle of the excessive period. Frankly speaking, it can not constitute a real output value."
For the development prospects of VR concerts, Wang Yi believes: "From a business point of view, in the future live concerts must be the most monetizable form of music, and the addition of VR breaks through the live limit, the change across time and space, let no It may be possible. More importantly, VR concerts can open up online and offline users, regardless of the ticket, interaction or personal experience. Once the technology is mature, the future development is limitless."
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