More than music

According to Deng Linhai, director of the Music Center of Tencent Video, the show in Guangzhou attracted a live audience of more than 6,000 people and about 10 million viewers, who watched the online streaming of the show.

"The concept of Yin-Trend Music Night was like that of the Victoria's Secret fashion shows, which combine live music by leading entertainers, set designs with different themes along with the company's lingerie. We wanted to create a music show, which was beyond music," says Deng.

The idea of launching Yin-Trend Music Night was based on the annual year-end music gala, which is popular among young audiences, and online video streaming that also targets young consumers.

Deng says that in 2017, the company had more than 100 livestreaming programs, such as concerts and outdoor music festivals, which attracted more than 20 million followers. The play count is about 1 billion views.

"It's apparent that watching online streaming shows has become a habit for young Chinese people. When we decided to stage a music show, we did our research to identify who were the most popular pop stars in 2017 and what was the most avant-garde art and technology. We put them together because young people are open to various kinds of arts and they embrace the idea of a 'larger culture'," says Deng.