Wen | Zero One
"The wild singing stage is really wild!"
"Drawing a picture of music with idols, each scene is a unique memory."
"Playing songs with Aidou, the evening breeze in Maling Mountain and the hot music are so romantic that I don’t want to leave."
Since the opening of Malingshan Station, the first stop of the large-scale offline outdoor live singing program "Wild Singing Stage", which was derived from the Cool Dog First Singing Conference, on April 21st, many fans have shared their special feelings about this stage on social platforms. On May 18th, the last issue of Malingshan Station, the first stop of "Wild Singing Stage", started singing as scheduled. Meng Mei Qi, Hana Lin, Danson Tang and Jennifer Zhou pushed the atmosphere to the peak, and the fiery stage charm also added bright stars to Malingshan Mountain with beautiful scenery.
During the first stop, the popularity of the social network of Wild Singing Stage remained high, and the reading of related topics in Weibo exceeded 100 million. Topics such as # Playing Chunshan on the stage #, # Playing songs on Malingshan in Xinyi, Xuzhou, Meng Mei Qi # and # Once on this singing program # were successively listed on the hot search list, which also made Malingshan, a scenic spot in Xinyi, Jiangsu, become a punching place in online celebrity, triggering a new wave of music travel boom.
Through the innovative "singing+interaction" mode combined with the unique natural scenery of 4A-level scenic spots,"Wild Singing Stage" not only brings unforgettable music journey for fans, but also injects brand-new vitality and imagination into the industrial innovation of music+literature travel.
Since 2024, the offline performance market has been surprisingly hot. According to the data of China Performance Industry Association, from January 1 to March 31, 2024, there were 119,000 commercial performances nationwide, up 72.71% year-on-year; Box office revenue was 10.8 billion yuan, up 116.87% year-on-year; The number of people attending the performance was 38.8699 million, a year-on-year increase of 77.88%. Topics such as "going to a city for a music" have also been frequently searched on social platforms.
The popularity of offline performance market means the formation of new consumption habits of music travel. As the main force of music performance consumption, the younger generation of fans are enthusiastic about the cultural consumption form of travel+music.
In the heat wave of the industry, how to make the "singing program" into an influential music IP in the offline scene? As a derivative outdoor live singing program of Cool Dog’s first concert, the innovative exploration of "Wild Singing Stage" deserves the attention of the industry. How does this program attract the younger generation of music users and achieve a wide range of popular circle effects?
Guests and stage are the base of a singing program. The first performance lineup of Wild Singing Stage has gathered 14 groups of high-quality idol singers. Artists such as Meng Mei Qi, Wang Bowen, Jiang Yun, Peng Chuyue, Wang Yijin, Li Xikan, Ren Yinpeng, etc. have a young audience and high fan stickiness. As all-around idols with both singing and dancing abilities, they have jointly shown the stage charm of fiery atmosphere and youthful charm in several rounds of performances, which has continuously heated up the atmosphere.
The program gave full play to the characteristics of "wild stage", moved the music stage to Maling Mountain with picturesque natural scenery, and created a unique audio-visual experience by using the natural background of the national 4A-level scenic spot.
However, Reading Entertainment believes that the program’s more special innovation and the most attractive feature for fans is "high interactivity":
"Wild Singing Stage" set up a "surprise stage", and the performance lineup "raided" various locations in Maling Mountain Scenic Area, which not only brought fans an important surprise experience of getting close to idols, but also enabled the program itself and the "surprise" performance location to quickly become spontaneous social media communication hotspots through the instant sharing of tourists’ social media.
In the program design of the song scene, Cool Dog has also built the "Anke" link into an interactive gameplay that fans can directly participate in.Fans can set the songs of their favorite singers as video ringtones in the Cool Dog Music APP, and the singer with the largest number of people will get the encore stage. In addition, Cool Dog has also made the whole Wild Singing Stage have the characteristics of "cultivating a stage" by collecting "wish tasks" online and responding on the spot, and turned fans into "wild partners" through creative "shooting" and interactive response.
These designs are both interesting and have a high sense of audience participation, which allows fans to participate in co-creation in the main flow of the program stage and truly experiences the real interaction with idols. Compared with traditional song-playing, Wild Song-playing Stage has an insight into the current fans’ high demand for idol interaction, greatly enhancing the "sense of gain" of young music audiences in the activities, which is the embodiment of understanding users better.
The professional program production ability of Cool Dog has further broadened the spread influence of Wild Singing Stage. Relying on the cool dog music and cool dog live broadcast platform, the live performance of the singing stage can be broadcast online simultaneously, which attracts the attention of fans to the greatest extent. At the same time, the program group constantly "feeds" the audience with rich content such as direct shooting, cut and exclusive feature films, which not only meets the diverse needs of fans for idol content, but also walks in the forefront of "pet powder" and realizes the second and third dissemination of content, making the influence of the program continue to spread.
On the whole, Wild Singing Stage, with its unique musical performance form and deep integration with the natural landscape, has highly enhanced the fans’ sense of participation and acquisition with innovative interactive gameplay, and finally achieved the popularity of the first stop of the program.
The popularity of the first stop of "Wild Singing Stage" also means that the program has successfully built a win-win platform for artists, fans and cultural tourism markets, which is deeply integrated with local cultural tourism resources, bringing more possibilities for broadening commercial value.
According to media reports, Xuzhou received a total of 5,717,800 tourists during the May Day holiday, up 30.8% year-on-year. The total tourism revenue reached 5.146 billion yuan, a year-on-year increase of 28.04%; According to the platform of Meituan, the consumption scale of cultural tourism in Xuzhou during the May Day period was the fifth in the province, and the year-on-year growth rate was the first in the province.Behind these eye-catching cultural tourism performance growth, there is obviously a part of the contribution of "Wild Singing Stage".
Through the multi-channel communication such as live broadcast platform and social platform, the popularity of Malingshan, a cooperative cultural tourism site, has been rapidly enhanced. With the novel experience mode of "music+beautiful scenery", Malingshan has been widely exposed in a short time, attracting a large number of young people to visit as tourists. The daily enthusiastic sharing of these young people on social media has further formed a spontaneous communication effect, which has driven Malingshan’s cultural tourism brand to continue to expand its influence to the surrounding areas and the whole country.
For example, it was recently set off in Little Red Book.The same travel route punching craze of Wild Singing Stage. Local experts and travel users have shared their unique experiences in Maling Mountain with topics such as "punching in Maling Mountain to unlock idolize’s new posture", "idolize has caught up with the mountain" and "It’s so beautiful to watch the performance after climbing the mountain". This sharing based on personal interest experience has more word-of-mouth effect than traditional marketing.
Moreover, by constructing a unique immersive outdoor music scene, the first stop of "Wild Singing Stage" visually shows the beauty of the natural landscape of Maling Mountain as a 4A scenic spot in a highly integrated way, and at the same time gives the scenery a unique sense of experience and modern atmosphere through the enthusiastic stage atmosphere. The combination of the natural landscape of Maling Mountain and modern music has formed a brand-new cultural expression. The popularity of the first stop of "Wild Singing Stage" proves that it is an important way to attract young people and promote the innovation and upgrading of the cultural tourism industry through the in-depth development of music IP to help local scenic spots create business cards for cultural tourism.
butCompared with music festivals, concerts and other music+cultural tours, Wild Singing Stage brings more "increment" and "multiple possibilities".The reason is that the audience image of "Wild Singing Stage" is more clearly focused on young music fans with high viscosity, which is more effective for cultural tourism resources hoping that music elements will open up the market for young users; On the other hand, the highly flexible program format also means that "Wild Singing Stage" can realize "content customization" according to the differences of urban cultural tourism characteristics.
It is reported that in addition to the first stop in Xinyi, Xuzhou, Jiangsu Province, the recording of the program will also land in scenic spots, resorts, business districts and campuses all over the country, unlocking more outdoor scenes with "music+cultural tours" and customizing special links according to the characteristics of the city.
It can be seen that "Wild Singing Stage" has successfully grasped the trend of young people’s "traveling for music", and established a bridge between music, cultural tourism and young consumer groups, which not only satisfied the diversified innovation and expansion of the offline field of the music industry, but also provided new ideas for the development and marketing model of the integration of tourism.
With the development of the domestic music industry, the channels for users to learn new songs are becoming increasingly diverse and complex. As a window for young artists to show themselves and promote their works, song-playing programs have become more and more influential. Recently, # once on this song-playing program # topic has been on Weibo Hot Search. It turns out that many artists who have appeared in the "Cool Dog First Singer" have developed better and better. For example, Hailai A Mu, who sang all the way from the Spring Festival Evening to "Singer", Amy, who shined in "Riding the Wind 2024", Liu Yuxin, who debuted in the idol program, and JC-T, Wang Jingwen, Liu Yu and Wang Qi … Netizens joked that the Cool Dog First Singer was "koi fish in the singing program.
Nowadays, the derivative program "Wild Singing Stage" of "Cool Dog First Singing Session" has moved the singing stage to the outdoor, so as to cultivate a young group with stage strength and continue the content production and promotion ability of "Cool Dog First Singing Session". I believe it will create another music influence IP in the differentiated vertical field.
Under the current national communication pattern, artists are more eager to show the stage in the complex publicity environment, and users also hope to have a platform that can continue to accompany them to hear more good songs and interact with idols. The demand for singing programs in the music market is very obvious. However, there are many factors that affect the effect in actual operation. As the main consumer, the preferences and habits of young audiences are rapidly iterative, especially the online and offline combination mode of Wild Singing Stage, which tests the organizer’s strength, experience and innovation ability.
Why can cool dog music be made into "Wild Singing Stage"?In the view of reading and entertainment, the fundamental reason is that today’s cool dog music has become a global, industry-wide music and entertainment platform, accumulating strong content production capabilities and artists and industry resources.
Deeply cultivating the content production strength of music is the core strength. Up to now, the first concert of Cool Dog has been held for more than 2,000 times, and it has maintained a strong vitality for a long time. It is a landmark program in the field of domestic music playing, and it has also become a window for artists to show their musical talents and make new songs and good songs spread more widely. In the offline music market, Cool Dog Music has also been deeply cultivated for a long time, such as brand customized music festivals, cross-border IP cooperation concerts, public welfare concerts in graduation season, Cool Dog Intercollegiate Super League … Cool Dog Music has accumulated a lot of experience through frequent innovative attempts, and can efficiently execute large-scale outdoor music programs.
Not only that, Cool Dog has a wide network of artists and industry contacts, can quickly match the right artists and projects, analyze the characteristics of fans, and accurately market. The profound resources and marketing ability of artists are the escort forces for the smooth operation of Wild Singing Stage.
The cool dog’s powerful platform resource advantage is the bottom spirit. According to the NO.1 App data released by QuestMobile on the user scale of China Internet TOP50 track in 2023, cool dog music ranks first in the "online music" track, with an average MAU of 240 million. The second-to-none user scale means that Cool Dog Music has an extremely diverse user base and massive S-level exposure resources, which can achieve accurate reach to different target users.
In the new wave of "music+",cool dog music is constantly consolidating its role as a leader in the industry. The success of projects such as "Wild Singing Stage" is not only the embodiment of the content innovation of Cool Dog Music itself, but also plays an important role in promoting the diversified development of the music industry and deepening the integration of music with various fields.
* Original article, please indicate the source when reprinting.