From TV dramas to live concerts, from online classes to audio-visual entertainment, from making calls to donating money to watching live broadcasts, the audience's psychology has never changed.
The Oscar-winning work "Bohemian Rhapsody" will be officially launched in domestic theaters on March 22, and small-scale screenings of the film have also been launched across the country recently. The Live Aid (Saving Lives) concert in the film's nanoscale restoration is undoubtedly the highlight of the film.
This public welfare concert not only gathered stars, but also became a textbook-like existence in the history of concerts and even live broadcasts due to the dramatic fundraising method.
The promoter of the concert, Bob Geldof, made a foul language on the live broadcast, which triggered an offline fundraising effect of 300 pounds per second. This magical scene can be said to be the anchors in the future. The originator of the reward.
Give us your fu**king money! ——Bob Geldof —Bob Geldof, British rock musician and philanthropist
Oscar's entry into domestic theaters is particularly fast this year. Before I could eat the hometown fried chicken and Italian braised noodles in "Green Book", another "Xiaojinren" express package has arrived.
The Oscar-winning film "Bohemian Rhapsody", which is scheduled to be released on March 22, has received high praise on the Internet before it was released. Recently, small-scale screenings of the film have also been launched one after another.
For "Bohemian Rhapsody", a music biographical film known as "the personal biography of the lead singer of Queen", the pursuit of the ultimate visual effect is not a gimmick of the seller, because the highlight of the whole film is the ending that lasts for 20 minutes. The concert - a nanoscale recreation of the 1985 Live Aid concert.
This is the biggest charity concert in the history of music, which gathered almost all the superstar musicians in the pop music circle at that time. In addition to Queen who sang "Bohemian Rhapsody", the lineup also included the former Beatles. 75 musicians or bands including Paul McCartney, David Bowie, Bob Dylan, U2, etc.
This god-level concert recorded in history is not only very interesting in terms of viewing, but also has become an unrepeatable legend in terms of its ability to attract gold. Due to the highly provocative online interaction in the organizer's live broadcast, the entire concert can be called an epic shouting textbook.
God-level concert
- Biggest charity show ever
On July 13, 1985, the Live Aid (Save Lives) concert opened at Wembley Arena in London.
The enthusiastic audience gathered in the stadium was as high as 72,000 at one time, which is not inferior even to the Alive Four who will dominate the rice circle in the future. Live Aid started at 12 noon and sang until 10 o'clock that night, which can be said to be the longest concert in history.
About an hour after the London concert opened, the second live performance in Philadelphia also officially opened. The audience of the concert also reached an impressive 100,000 people. The two concerts were broadcast to 110 countries around the world at the same time. A total of 1.5 billion people around the world watched it at the same time.
In addition to the United Kingdom and the United States, Live Aid concerts were also held in Australia, Japan, Austria, the Netherlands, the former Yugoslavia, the Soviet Union, and West Germany. For the first time, the people of the world are united in the name of music.
Such a huge global linkage can be called "the biggest performance in history". What 's more interesting is that this wave of concerts is not for profit. Its original intention was to help solve the famine problem in Ethiopia, Africa.
The event ultimately raised more than $125 million. Live Aid in 1985, even today, has to be called a legend.
- Punk Teen Bob Geldof
The one who can save the overall situation of Live Aid must be a ruthless person. The core initiator of Live Aid was punk teenager Bob Geldof, who was the lead singer of the Irish punk band The Boomtown Rats at the time.
The young Bob was undoubtedly a sensual punk. In his uninhibited life, what he missed most was the difficult people in Africa. Bob not only initiated three charity concerts in his life, but also served as the core backbone of two NGOs.
Because of Bob's hard-core charity, Queen Elizabeth II later awarded him honors, and honors such as the Nobel Peace Prize and Outstanding Contribution Musician also followed... Charity star in the rock industry, the world only serves Bob.
In 1983, Ethiopia suffered the worst famine of the 20th century, killing 1.2 million people, displacing 400,000 refugees and orphaning 200,000 children. The deeply touched Bob publicly stated in the BBC interview that he was determined to unleash the power of music and do something for the struggling African people. Such idealism is the original driving force of Live Aid.
Bob's network can be said to be from all directions. Not only has he invited the popular Queen, Michael Jackson, David Bowie, The Who, Duran Duran and other big players, but he can also bring together the famous players who have been out of the mountains for a long time. Legendary bands like Led Zeppelin are back on stage.
In the film "Bohemian Rhapsody", the members of Queen, who had no interest at all, had their eyes light up after hearing about the lineup. This battle is not so much a charity performance, it is better to say that it is Huashan's sword in the music circle in the 1980s.
The originator of the live rewarding world
- break the dimensional wall
Although the performance of the concert was amazing, the big-name extravaganza that Bob worked hard to save did not immediately ignite the audience's enthusiasm for fundraising.
At 7 pm on the 13th, the marathon performance at London's Wembley Arena has been going on for seven hours, and Bob, who is so busy with his feet off the ground, was told: "The current total fundraising is only 1.2 million pounds." Hear this number , Bob's punk temper was suddenly ignited, he rushed into the BBC studio like a whirlwind.
An epic shout-out is about to go down in history.
At the time, the BBC had a total of 300 live telephone lines open for the public to make calls and provide fundraising. In the studio, the BBC announcer was about to broadcast the mailing address of the offline fundraising, when Bob interrupted him immediately and shouted into the microphone: "Go to his mailing address, give me the phone number, and donate money to me quickly. !" (Fu**king the address, let's get the numbers, give us your fu**king money!)
Bob's public rant on the BBC was broadcast live to the world in one second. The amazing thing is that this live broadcast accident not only did not cause chaos in the concert, but instead caused a surge in hotline fundraising. Fundraising has grown by £300 per second right after Bob's mic.
Bob's fack, inadvertently became a wonderful move to break the "fourth wall". In traditional stage performances, there is a "virtual wall" between the stage and the audience, symbolizing the boundaries between the audience and the performers, between the real and the virtual. Breaking this "wall" actually means directly interacting with the audience.
It's not hard to imagine how terrified and pleasantly surprised those viewers who were squatting at home or staring at the TV in the pub then heard Bob's call to Mai.
They suddenly realized that they were not only passive bystanders, but also participants who could directly intervene. They only needed to pick up the phone and dial a number, and they could directly put money into the hands of the host who yelled at them. .
Today, more than 20 years later, although the communication medium has changed dramatically, the audience's attention has also shifted from the TV screen of the year to the ever-changing mobile terminals. From TV dramas to live concerts, from online classes to audio-visual entertainment, from making calls to donating money to watching live broadcasts, the audience's psychology has never changed.
I can be a part of it too! Live Aid provides us with a great example.
- make you cry
Another notable increase in concert fundraising came around 8pm. At this point, David Bowie's performance is coming to an end, and according to the repertoire, he will sing his classic "Five Years" as the closing song.
But due to timing, Bowie's closing song clashed with the CBC's pro bono short. The host, Bob, unleashed his punk buff again, eventually convincing Bowie to keep the short film on display.
In this 4-minute short, disease-riddled and famine-ridden Ethiopia is brought to life in unparalleled reality, with images of children taking over the venue's big screens and reaching 1.5 billion viewers via satellite television. They were naked and bony, some still crying in their mother's swaddling clothes, others deformed by disease. The strong visual impact moved audiences around the world, and almost at the same time as the short film was broadcast, the speed of global fundraising surged again.
According to reports, at the Wembley Arena, almost all the audience were in tears. As a charity performance, the emotional card is the core, and the powerful empathy brought by the sound and picture images directly hits the public's psychological defense line. I have to say that Bob's on-the-spot coordination is really a wise move.
At the Philadelphia venue, Live Aid chose a song "We are the World" to end, this charity song co-written by Lionel Ricci and Michael Jackson It is very appropriate to convey the public spirit of this concert. According to statistics, the single raised $4.4 million in charity in just one year.
By the second day of the Live Aid show, the event had raised a total of around £50 million. Among them, the most generous single donation came from the Dubai royal family, and the father of the gold owner donated 1 million pounds alone.
Today, Live Aid has raised £150 million in total through various channels.
- Carry the IP to the end
In fact, the powerful gold attraction force is not achieved overnight, and Live Aid is not a sudden rise of Bob. Earlier in 1984, Bob and another musician, Midge Ure, had established a non-profit organization "Band Aid" dedicated to the problem of famine in Ethiopia.
In December 1984, the two heads of Band Aid gathered a group of friends in the music circle to sing and release the single "Do They Know Today is Christmas?" "(Do They Know It's Christmas?), the single topped the UK singles chart for five weeks that year and was the fastest-selling single in UK history, selling 1 million copies in just one week of release.
In this way, Live Aid is not so much a phenomenal event as it is the highlight of a series of events. This "music + public welfare" cross-border IP produced by Bob has made Live Aid more meaningful than a concert.
In 2008, Live Aid held its 20th anniversary, and the same Bob organized another Live Aid No. 2. Bob named it the "Live 8" concert because it was on the eve of the 2008 G8 conference. Also in the same year, the BBC and ABC, which were responsible for the live broadcast in the UK and the US, launched the DVD version of the Live Aid concert and released it globally. The sales of the DVD were also used for charitable donations in Africa. .
Breaking the barriers of interaction, playing the empathy card, and cultivating the series IP for a long time - Bob's set of operations has made Live Aid a successful live broadcast fundraising event.
Bob's deeds of receiving 300 pounds in a live broadcast in the past also became an interesting anecdote for MCs in the future.
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Reference for this article:
Bob Geldof: Is That It? Penguin. 1987.
Carl Wikinson: Live aid in their own words. Guardian. October 17, 2004.
Fred Krüger: Cultures and Disasters: Understanding Cultural Framings in Disaster Risk Reduction. Routledge. 2005.
Graham Jones: Live Aid 1985: A day of magic. CNN. 2005.
Ge Jiechen: The Four Years of Live Concert Live: Fan Economy, Circle Culture and the Logic of Tencent Video Music, China Music Finance and Economics, August 28, 2018, viewed March 9, 2019.
Nanjiang: Tencent Music's New Commercial Map, Pinwan, December 14, 2018, browsed March 8, 2019.
New Music Industry Observation Research Office: Interpretation of "2018 China Music Industry Report": Two Markets May Determine the "Ceiling", New Music Industry Observation, January 9, 2019.
Zhong Xueqing: Online concert, breaking the business logic of traditional concerts, Yiou.com, December 13, 2015, browsing date March 9, 2019.
Zou Yindi: What should be the posture and business model innovation of large-scale concerts in the Internet era, "Cultural Industry Review", 2018 No. 1751
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