Live in bilibili, the second debut of UP Master？

Editor’s Note: This article is from WeChat WeChat official account’s "Entertainment Hard Candy" (ID: yuleyingtang), written by Liu Xiaotu and published by 36Kr with authorization.　

When the written media collectively learn to make short videos and strive to make their debut as UP owners, the UP owners in bilibili are busy making their debut live. Industrial transition and content iteration may be left behind by the times with a slight negligence. Bilibili, the most "young" in the eyes of the outside world, certainly hopes to always stand in the forefront.

Outside, the epidemic affected the off-line entertainment demand, and the live broadcast ushered in another wave of prosperity and development in 2020. Variety shows, selling goods, music festivals, stars, bosses, UP owners, huge traffic, various industries and people all poured into the live broadcast room.

Bilibili has been exploring the multi-content ecology and improving the business model, and live broadcast is undoubtedly the biggest starting point for the commercialization of bilibili outside the game. Hard Sugar Jun’s visual observation shows that live broadcast will be the highest priority strategic business direction of bilibili in 2020.

　At first, the big anchor and guild settled in bilibili, and people were discussing the position of bilibili live broadcast in the traditional rivers and lakes. However, Hard Candy always believed that,Upmaster is the biggest reliance of bilibili live broadcast. The unique cultural atmosphere and community ecology make bilibili live broadcast doomed to take an unusual path. Bilibili can even learn to broadcast (live learning), can you believe it elsewhere?

For many UP owners and reserve UP owners (such as Hard Sugar Jun), live broadcast is not only a new gesture of elegant "just eating". As Chen Rui, chairman of bilibili, once mentioned, live broadcast is an important part of the whole content ecology of bilibili. It is the UP owner and the anchor. How to broadcast live without overturning, live with crazy circle powder, and hard candy gentleman takes you into the live room of "live trainee".

Half a month ago, Lex Burner (hereinafter referred to as Lex), the master of bilibili Animation UP, opened the camera by mistake when debugging the live broadcast room, and a Zhang Shuai’s face appeared hundreds of thousands of onlookers. This "live broadcast accident" spread quickly, and fans set off a carnival of editing.　

Half a month later, Lex signed a contract with a lot of welfare officials to broadcast live in bilibili. Just the preview, this dynamic captured 11.36 million views and 17,000 messages. There is no catch-off, only to arrive as scheduled, which is the consistent style of Lao Lei Tou.

Last night (May 1st), Lex staged its first live show with much expectation.Half an hour after the opening, the popularity of the live broadcast room quickly exceeded 8 million, and the peak value once reached more than 16 million.Users frantically output classic barrage such as "old mole", "all actors" and "got started", and the whole climax came again and again.

This is not the first live show, it is clearly built by a fan group.Immediately, topics such as "How to see Lex’s signing debut" sparked heated discussions in Zhihu and Douban.

Lex burner, a well-deserved big-shot UP master in bilibili Animation District. With sharp spit and charming voice, he has accumulated more than 8 million fans. Lex is very good at digging slots from the animated female parent, and then brings the audience a relaxed and interesting onlookers experience through intensive and rational explanation.

This traditional artistic ability of self-made "cross talk special" also runs through Lex’s first live show. From "Who’s the mole" to "the big fight to protect lex" to "reading comments", a word "ha" is enough to express the audience’s emotions.

The essence of the opening program of "Who is the mole" is the the glory of the king version of the werewolf killing. Lex took Hua Shaobei, a fantasy and China Boy, both of whom were in the "Men’s Troupe", and his good friend Hong Cheng organized a group to open the black. There is a mole in the five players. He needs to interfere with the results of the game and complete the challenge of failing the game and hiding his identity.

The suspense setting with a sense of tension was unexpectedly played by them as a comedy flavor of "all villains". The level of the five-player game is good and bad. In several consecutive games, "Good citizens are not like good citizens, and ghosts are not like ghosts", which makes the audience mercilessly ridicule virtual reasoning.

China Boy, who was the mole, unexpectedly played an extraordinary role to lead the team to win the final victory. So that in the voting session, everyone completely ignored his suspicion and accidentally injured the "good guy." If it’s really Infernal Affairs, it’s just that, but China Boy is the strength to paddle away the MVP, which is simply insulting the dignity of the mole.

In order to avoid the embarrassment of "reverse output" again, they can only modify the rules halfway and narrow the scope of the insider’s judgment. In this way, fans can see the classic story of the "inner ghost" Lao Lei being handled as they wish. The barrage of "Lao Lei really cooks (real food)" was brushed intensively, and Lex mercilessly accused "black powder and real hammer", and the atmosphere in the live broadcast room was pushed to the peak.　

The link of "protecting Lex" is even more tireless. Lex initiated a group invitation in the captain’s fan base, and the operation of the strength pet powder envied our supernumerary members. As soon as the game opened, the imaginary warm-hearted situation did not appear, but it became a scene of large-scale friendship deterioration-　

The captain of the delegation quickly launched the "Crazy Hammer Old Bud" mode, and the people who ate melons guided the operation in the barrage. In the face of the declaration that "the team battle can be lost, and Lao Lei must die", Lex not only didn’t keep a conservative battle, but "provoked" his opponent and swam around to catch him.

Be kind to others. Lex was suspended for several games in a row, and the comments of "very distressed, but comfortable" filled the public screen. While fans are busy spitting out Lao Lei, they don’t forget to take the time to "get on the boat" and watch the interactive welfare broadcast.

　In bilibili, each anchor room has its own fleet.Boarding, that is, fans buy tickets to become the captain, prefect or governor of the anchor fleet, and get privileges and benefits such as admission special effects and identity cards.. On the night of the first show, many new captains landed at Lex Navigation Station to express their support.

At the end of the game, reading the comments will make the live broadcast room warm again. Lex talked about his five-year UP career, thanked him for his company and wanted to grow up. A song "Unforgettable Tonight" is full of nostalgia.

It’s just May Day, so I feel like celebrating the New Year in advance. If it weren’t for the sudden return to fight the landlord, we would all take it seriously!

Onlookers’ live broadcast has always been an important form of entertainment for the elderly single social animal Hard Sugar King.

Show, games, e-commerce, to say the least, I have seen hundreds of games. Although Lex’s first live show was successful, to be honest, the content itself was not innovative. He can make many audiences play passionately for four hours, and the key lies in the use of diverse interactive gameplay to create a ritual live broadcast that subverts tradition.

The sense of companionship is that the audience pours loneliness into their hearts by taking advantage of the excitement of others. The sense of ceremony is the emotional product that everyone is willing to participate and create across screens in the live broadcast.The former can bring primitive heat to a live broadcast, while the latter can push the activity from "hot" to "explosive" until it becomes a scene of public entertainment.

After the live broadcast of Lex’s first show, we will find that preset interaction and topic guidance are the careful machines to create a sense of participation and ceremony, which is worth learning repeatedly by anchors with embarrassing physique.

First of all, we should help all the audience find the posture of watching the live broadcast.The captain’s accompanying play is the deep operation of the core fans, which is easy to make the audience feel replaced. Hard Sugar Jun noticed that there were many fans calling for "we also want to abuse" in a fantasy and flower-less North live broadcast room. Pro-reading comments are to bury points of interest in advance, and fans are always driven by curiosity to achieve hot endurance.

What? You are not interested in games, socializing and stand-up comedy? What about the lucky draw? It’s a century-old member’s strength.

According to Hard Sugar Jun’s observation, almost all the head anchors will carry out a series of preheating on social platforms before the broadcast, so as to increase the exposure as much as possible. Lex’s ten million-viewed preview dynamics undoubtedly earned enough original popularity for the first show. Many viewers are aiming at the luxury welfare of "Centennial Member+Comic Book Voucher+Member Purchase+Game Center Gift Package". Otherwise, the anchor loves lottery, which makes sense.

In addition, bilibili users, who are good at digging up content explosion points with emerging cultures such as fire, ghosts and animals, are continuing the advantages of creating communities with this content into the live broadcast.For Lex’s live studio, he has no shortage of topics to create momentum throughout the whole process. First, the long-term creative experience has enabled Lex to master the self-satisfied skills with frequent paragraphs. Secondly, under the stable content feeding, fans who have been following for a long time have also developed a skill of making stalks.

The anchor and fans have a high degree of tacit understanding, which perfectly avoids chatting. Screen-swiping barrage stalks such as "highland security" and "toad in the wind" have further stimulated the desire of melon-eating people to explore "Lei Yan Lei Yu". As the material of fan editing, the live broadcast room can also promote the secondary communication, and finally form a virtuous circle of "old stalk output-new stalk return".　

Such high-quality private domain traffic also allows brands to see a good opportunity for marketing and publicity.Alibaba, Tencent, the glory of the king and other brands have rushed into the Lex live broadcast room, throwing gifts and seeking attention.Big members, comics, games, etc. make up the official family bucket, and frequently leave messages and interact.

The rich and generous gold Lord gave the foot a row of noodles, and thousands of fans were intimate and supportive.Every time the brand brushes out a "Leidian spaceship", it will be praised by the "official atmosphere", "the boss often comes" and "taking a group photo as a souvenir". Compared with hard marketing, bilibili’s friendly community atmosphere can make the brand get the support of love me, love my dog.

It can be said that this is a unique sight in bilibili. Anchors, fans, brands and platforms have fetters, and they accept each other psychologically through interaction, emotions and topics.　

In 2020, a New Year’s Eve party with rave reviews brought bilibili out of the circle in an all-round way and brought a large number of new users. Then, the mighty annual top 100 UP main selection promoted the popularity of the creators. Today, Dang Mei, Lex burner, Brother Daxiang and other head representatives have names in the hearts of passers-by.

Lex’s signing UP for live broadcast in bilibili obviously should not be regarded by individual choice, but reflects the development direction of a certain type of UP owners, even all UP owners.

As the image of bilibili as a "mass entertainment community" is becoming more and more full and its position is becoming more and more consolidated, more and more young people regard UP owners as new occupations. But since it is a profession, it is inevitable to talk about career development and income.　

Of course, advertising, e-commerce, incentive plans, etc. can help creators to be self-sufficient. However, UP owners still need more stable ways to realize cash, and live broadcast is one of the important means to improve users’ ROI. With the destruction of bilibili, the traffic end continues to be supplemented, and the live broadcast may provide beyond the game with room for growth.

As one of the top streams in the station, Lex has reached the peak of the animation area. For him, the problem may be different from other UP owners-he needs to consider further career planning.

Bilibili live broadcast is undoubtedly the most logical choice for UP owners to expand their career width. Bilibili’s latest financial report shows that live broadcast has become the second largest revenue component in bilibili besides games. After winning the copyright of LPL, signing Ti mo Feng, introducing three founders of Goose Culture to take charge of the live broadcast business, and fully opening the guild to settle in, the development of live broadcast in bilibili is really not a PPT strategy, but a real resource tilt.

Lex’s signing debut is a footnote of live broadcast in bilibili, but it is enough to visually present the advantages and business prospects of this sector. According to the data of the small gourd, the live broadcast won nearly 190,000 gifts and nearly 9,000 people paid.More importantly, Lex, the master of animation UP, has circled a large number of new fans with the new identity of "game anchor".

Nowadays, bilibili live broadcast frequently fails in supporting anchor and fine operation, attracting a large number of high-quality creators to join in it. During the epidemic, live learning became popular in bilibili, and the platform quickly launched the "Learning to Travel in the Sea" to recruit various institutions, teachers, scholars and other live teaching.

With the support of policies such as official signing and hundreds of millions of flows, all kinds of skills are running into the market. The anchor has made great achievements, and the users have benefited a lot. The learning categories in bilibili are increasingly enriched. By the way, just when Hard Sugar Jun tried to understand the learning broadcast, the fashionable couple had already got married in bilibili Cloud.

Lao Lei and bilibili, I can’t keep up with the pace of this young people, please bring!