Music is not "non-essential"! Take that passion to the next stage.

<Table of Contents>
▼ "The concept of 'sold out' disappears, and capacity becomes infinite"
▼Using ideas and technology to create added value beyond what you see on TV or DVD!
▼ The "Hybrid" of Live and Online Performances Becomes the New Normal
▼ "DENTSU Music Production ONLINE" – A Unit Dedicated to Producing Music Live Streams

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"The concept of 'sold out' has disappeared, and capacity has become infinite."

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During the state of emergency, I was struck by the words of a restaurant owner I saw on an evening news program.

Takeout orders increased, eliminating the concept of being full, and seating capacity became infinite.

Meaning, whereas before, once the restaurant was full, customers couldn't get in, but with takeout, the restaurant's capacity became infinite. He viewed this situation positively, and it really stuck with me.

I believe the same applies to music live events. Arashi's final live before their hiatus last year, "This is Arashi LIVE 2020.12.31," could only have been shared with 50,000 fans in person at Tokyo Dome. By going online, however, it could be shared with everyone who wanted to experience it.

However, as the new year began, voices started emerging saying they were getting tired of online concerts, and ticket sales weren't as strong as initially. Considering the With-Corona situation will likely continue for some time, I think we need to keep innovating how we enjoy online concerts.

In the DENTSU Music Online series, we've previously heard perspectives on the current state of online concerts from the creative and technical teams. For this final installment, we examine the future of online concerts from the viewpoint of a content producer who regularly hears feedback from artists and companies: .

Using ideas and technology to create added value different from watching on TV or DVD!

This time, we conducted a survey about online live events, primarily targeting young employees around the author. While this is a small-scale survey and should really be considered just a reference, we received responses from over 130 people, so it likely reflects certain trends in opinion.

To date, about half have watched paid online live streams,

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and about one in three of those respondents stated, "I don't plan to use them even after live events with audiences resume." Digging deeper into the reasons for not wanting to use them in the future,

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the most common reasons were "I don't feel the same sense of unity as at a venue" and "It's no different from watching TV or a DVD/Blu-ray."

Initially, with no real live events happening, people tried watching these streams to see their favorite artists' latest performances. But finding it no different from watching TV or a DVD... that sentiment is certainly understandable.

Unless there are unique online features, simply streaming footage from arenas or halls like a regular live show offers little variety, diminishing the motivation to keep participating.

While live events with audiences are gradually resuming, it will likely take considerable time to return to pre-pandemic conditions. The ongoing challenge, then, is adopting a long-term perspective and creating "new value distinct from watching TV or DVDs."

With 5G's high-capacity networks, artists from distant countries might be able to collaborate in real-time sessions. Using XR (a collective term for AR, VR, MR, etc.), we might experience entirely new visual experiences in real time.

Entertainment that was unimaginable when real-life concerts were the norm could emerge and become the new standard.

The "hybrid" of real-life and online live events will become the new standard.

Telework has become the "norm" for many companies, and using both in-person and remote meetings has become routine. This convenient work style should remain standard even after the pandemic. Similarly, for music live events, I believe they will shift towards a "hybrid" model combining live and streaming, even after the pandemic subsides.

After all, once people experience the thrill of watching a Tokyo Dome concert live from home at the same time, or seeing their favorite artist perform live online when work or family commitments prevent them from attending in person, they won't forget it.

While the earlier survey showed an overwhelming majority of respondents (50 out of 136) want to attend live events in person once they resume, 50 people also stated they "want to use both in-person attendance and online viewing."

It's been exactly one year since the prototype for the 'DENTSU Music Caretaker ONLINE' project was born. We started a serialized column in Web Dentsu Tsūhō in January 2021, and this column led to many encounters. We received various inquiries, ranging from client consultations about online live events to discussions about challenges faced by artists themselves.

While these are still in development, we are refining them with our partners to deliver them to you soon as a new form of entertainment.

Finally, there's one thing I want to convey: Music is never "non-essential." We need live music.

A friend of mine once said, "I'll hang in there until the concert," and "I got my energy back at the concert, so I can push through again tomorrow." I believe many people have experienced being saved by live music during tough times.

DENTSU Music Caretaker ONLINE will continue to contribute, in our own small way, for the sake of music and entertainment.

DENTSU Music Manager ONLINE: The unit that fully produces live music streaming

DENTSU Music Caretaker ONLINE handles all inquiries related to "Music × Online." We are a team that provides one-stop solutions, from matching event companies and artists with sponsor companies to content planning, creative work, and promotion.

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To date, we have provided diverse online live solutions for clients ranging from major luxury goods manufacturers, beverage companies, and foreign musical instrument makers to major music agencies planning streaming live events.

Contact Information
DENTSU Music Online
ongakugakari@dentsu.co.jp