2024-07-21
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This article is an original article from New Music Industry Observation. Reprinting without permission is strictly prohibited.
Author | Zhu Like
Hangzhou seems to have recently become a large-scale "Legend of the New White Snake" immersive exhibition. From buses to convenience stores, "Xu Xian" and "White Snake" are everywhere. It reminds me of a hot summer vacation when we were watching TV series and cosplaying as Bai Suzhen, draping towels on our heads and mumbling to ourselves to imitate the "casting" scenes in the series.
Today, the audience is still here, and the actors have reunited again.
The "Legend of the White Snake 30th Anniversary Concert" co-organized by Yaowang Technology and Xudu Bar premiered in Nanjing, with nearly 10,000 seats sold out. This "time-traveling memory journey" left many people wanting more, and the popularity of the concert continued after the end, with Damai showing that more than 75,000 people still wanted to watch.
Amid the audience's calls for more shows and that they could never get enough, White Snake and Xu Xian "renewed their relationship" by the West Lake. The "30th Anniversary Concert of the Legend of White Snake in Hangzhou" unprecedentedly invited nearly 40 creators of the Legend of White Snake to relive this classic film and television work with the audience.
In the history of Chinese film and television, this is the only work that has been sold out for 30 years. In such a competitive concert market, it is even more rare to hold a performance that is applauded by three generations of audiences.
Although "sentiment" is an important factor in attracting audiences to classic IPs, how to re-interpret classics through live performances and give high-quality IPs newer connotations and more lasting influence is a test of the skills of the organizers and the performance team.
As one of the most popular folk legends, there are countless works of art based on the "Legend of the White Snake", and "The Legend of the New White Snake" can be regarded as a representative work. In the eyes of the public, this work has long surpassed the scope of a TV series and has become a cultural and aesthetic symbol.
The "Legend of White Snake 30th Anniversary Concert Hangzhou Station" is based on the film and television OST concert, deeply combined with the Chinese style show, integrating music, drama and stage art, and injecting new connotations into this classic IP.
The audiences who went to the scene all exclaimed, "I've never seen a concert that was so lively from the beginning."
Gao Shengmei's song "A Thousand Years of Waiting" immediately attracted the whole audience to sing along, instantly pulling the audience's thoughts back to thirty years ago. The backing vocal team FORMOSA of "The Legend of the New White Snake" also came to the stage for the first time, allowing the audience to see the voices hidden behind the characters for the first time.
At the concert, classic scenes such as Xu Xian and White Snake reenacted the umbrella-holding scenes at the West Lake, Xiaoqing and Zhang Yutang's deep feelings, and the hug on the Broken Bridge were performed. In addition, many classic songs such as "The Heaven Doesn't Understand Love", "Love and Hate", "Song of the Gods", "Love and Law" and "Past and Present Lives" brought back countless memories and moved many audiences to tears.
If music is the carrier of memory, then the reunion of the actors in the play after many years brings back a wave of "memory killing".
The three leading actors' appearance immediately set off the climax of the night. Zhao Yazhi, Ye Tong and Chen Meiqi once again spoke the lines of the year and performed the classic clips in the play. At this moment, time seemed to have never passed. Of course, the supporting cast was also present at this gathering of old friends after 30 years. When Li Qian (Second Grandma), Ruan Qianzhi (Guanyin), Xia Guangli (Bilian) and other actors all appeared on the stage, the fans could not help but feel "what year is it now?"
More than 40 main creators on and behind the scenes and drama fans reunited after 30 years. Such a grand occasion has never happened before and it will probably be difficult to reproduce in the future.
For this grand gathering of "a thousand years of waiting", the organizers also spent a lot of thought on the venue and stage design. Not only was the venue of the Hangzhou performance upgraded to the Huanglong Sports Center Stadium, but the stage design was also more creative. The stage with a strong Chinese aesthetic integrates singing, acting and show, leading the audience to collectively immerse themselves in the summer vacation accompanied by "The Legend of the New White Snake".
"I never thought I would be able to see the after-sales of this drama in my lifetime", "I was really moved during the chorus"...
The charm of this concert lies in the fact that it carries the collective memories of countless audiences. While leading everyone to relive this classic work in another innovative way, it allows us to more deeply feel the strength of the music and musicians we listened to back then.
The first performance of the "Legend of White Snake 30th Anniversary Concert Hangzhou" was sold out in just four days. The audience had high expectations for this performance, on the one hand because of the sentiment and artistic value of the work itself, and on the other hand because the organizers spared no effort in publicity, successfully arousing everyone's memories related to "New White Snake", making this performance quite worth watching from the early stage of publicity.
Nowadays, if you walk on the streets of Hangzhou, you have a high chance of encountering White Snake and Xu Xian. If you see passers-by and tourists gathered around the West Lake sky curtain, they are checking in the classic clip of Bai Suzhen "casting a spell". Some fans even took the "New White Snake" themed bus to check in at Qingbomen Station, a location mentioned in the play.
Not only that, the "Legend of the New White Snake" is also being promoted in various offline life scenes, such as subway screens, convenience store electronic screens, elevator media, and unit access control light boxes. Some fans even listed a check-in guide, which triggered a check-in trend on Xiaohongshu and Douyin. Topics such as #I can really see the White Snake by the West Lake# and #Xu Xian and the White Snake reappear in the West Lake# have also frequently appeared on Weibo, Douyin, Xiaohongshu, and Kuaishou.
In addition to online topics, the concert also attracted a wave of young people's attention through joint cooperation with various platforms in a highly creative interactive form.
On Kugou, the most classic theme song "A Thousand Years of Waiting" has been covered over 70,000 times. After the launch of the "AI Sings the Legend of the New White Snake" event, a large number of SSS-level covers have emerged. The concert also jointly launched the #渡情 chorus challenge with Douyin, which has 200.8w views on the platform. Artist Bo Yuan also shot a chorus challenge video, saying "I sang with my childhood memories", attracting more fans to participate.
It is worth mentioning that since the audience of "The Legend of White Snake" spans three generations, the organizers also took special care of the older audience in terms of publicity.
In order to be able to answer the audience's questions about the concert at any time besides selling tickets, the organizers broadcast live on Douyin and Video Account every day to interact with the audience. The live broadcast is so popular that it always ranks first on the "Hangzhou Performance List" or "Hangzhou Leisure and Entertainment Group Buying List".
With the help of the concert, the IP "Legend of White Snake" has become a new name card for Zhejiang's cultural tourism. The overwhelming publicity has spread to every corner of Hangzhou. Many foreign audiences brought their families to Hangzhou not only to watch the concert, but also to revisit the filming locations of the drama and experience the beautiful scenery and food of Hangzhou, making this performance a carnival for the entire city.
In today's world where cultural and entertainment content is changing with each passing day, the charm of "Legend of White Snake" has not diminished for 30 years. This is due to the high quality of the work itself, and also to the help of innovative entertainment forms, which makes it have a more lasting vitality.
The success of the "Legend of White Snake 30th Anniversary Concert Hangzhou Station" is inseparable from the creative operation and innovative production of the organizers. Although the concert IP is full of a sense of age, the organizers Yaowang Technology and Xudu Bar have always been the leaders in mass entertainment content.
For the performance industry, Yaowang Technology can be regarded as a new entrant. Previously, the company has been deeply involved in the field of live e-commerce, and has been continuously expanding its business boundaries in film and television, variety shows, short dramas, etc. In the current fierce competition in the entertainment industry, it is not easy to cross over. As soon as it entered the market, it co-produced a new farming variety show "Let's Plant the Land" last year. The scarcity of the subject matter and the innovative content made this variety show quickly popular among young people.
Yaowang Technology's "stability" contains the gene of "innovation". This time, they won the classic IP "Legend of the White Snake". The concert produced with a large budget was well-loved by the audience, which also demonstrated their foresight in the field of entertainment and their deep understanding of innovative entertainment forms.
Yaowang Technology has planned a number of variety shows and offline performance businesses in the future and is intensively preparing for them. In the future, it will bring more high-quality IP performance projects to the people across the country, integrate its profound experience in the field of live streaming e-commerce, and bring offline performance business into a new model.
The bond between the other organizer, Xudu Forum, and "The Legend of White Snake" is even deeper. When the forum was first established in 2010, it was to share the creative dubbing works of "The Legend of White Snake" with netizens. Only half a year later, it developed rapidly into a leading position in the field of creative dubbing in China.
As early as 2018, Xudu Bar brought together the creators of "Legend of the White Snake" to jointly host a voice actor show, which attracted 2,500 dubbing enthusiasts and "New White Snake" fans to participate. As the most famous "God Dubbing" team on the Internet, their dubbing works have been popular from Tieba to Bilibili, and are deeply loved by young people.
The two companies with a strong "internet sense" encountered the classic IP "Legend of the New White Snake" and firmly grasped the balance between entertainment and high quality, allowing this concert to accumulate popularity and reputation from publicity to production.
Whether IP can have long-term vitality depends on whether it can adapt to the content forms and dissemination channels of different eras, embrace new technologies, enhance audience experience, and strengthen emotional bonds.
The organizers, Yaowang Technology and Xudu Bar, presented the "Legend of White Snake 30th Anniversary Concert Hangzhou" just right. While showing the feelings, they deeply explored high-quality content from music to drama, and let the audience participate deeply through multiple entertainment forms such as live broadcast, short video, karaoke, concerts, etc.
The "Legend of White Snake 30th Anniversary Concert Hangzhou" not only brought a carnival to drama and music fans, but also allowed classic high-quality IPs such as "Legend of White Snake" to continue to create greater value and influence in the new entertainment era. The organizers Yaowang Technology and Xudu Bar have brought an innovative model worthy of reference to the industry, and we also look forward to seeing more classic IPs combined with innovative entertainment forms in the future to radiate new vitality.
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