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回顾2020《快手大年夜》实现了社区文化的成功输出

时间：2022-03-10 15:00:38阅读：52100次
《快手大年夜》不同于平常传统的&ldquo;艺人拼盘式晚会&rdquo;;&ldquo;快手大年夜&rdquo;无论从整体观感还是节目细节、现场布置来看都有所区别。一是普通人与明星一起登上舞台,从表演
天堂
  • 天堂
  • 喜剧
  • 金荷娜 池珍熙 金有贞
回顾2020《快手大年夜》实现了社区文化的成功输出
回顾2020《快手大年夜》实现了社区文化的成功输出
5/5

《快手大年夜》不同于平常传统的“艺人拼盘式晚会”;“快手大年夜”无论从整体观感还是节目细节、现场布置来看都有所区别。

一是普通人与明星一起登上舞台,从表演阵容到内容都与快手文化强关联。“快手大年夜”中既有腾格尔、陈小春、闫学晶、萨顶顶、宝石Gem等明星歌手艺人,华少、李湘的强力主持阵容吸引大众,也有陈力宝、韩美娟、大石桥联盟等大量成长自快手的红人登上舞台表演,此外来自各行业各业的普通人代表也纷纷上台,成为晚会的独特风景。

大石桥联盟、韩美娟、宝石Gem带来了快手用户们熟悉的作品和梗,宝石Gem连续演唱了《山河图》和《老铁情歌》引爆现场气氛,《绿色》《狂浪》《你笑起来真好看》等快手流行歌也逐一出现。

明星们的表演与晚会的整体特色和氛围并不割裂,而是起到了风格融合的效果:腾格尔与天使童声合唱团、快手上走红的女孩韩甜甜一起演唱了自己的成名歌曲《天堂》后,接着来了一首甜宠风的《甜甜的》,反差萌效果十足。值得一提的是,腾格尔自己也是快手用户,其快手认证账号已拥有超过180万粉丝。

二是节目兼具中西、传统与现代,内容多元缤纷。传统艺术的新表达成为晚会的一抹亮色,快手红人与梅派男旦、梅派第三代传人董飞带来表演节目《我的新衣》,说唱与京剧艺术的传统现代结合:

中央民族乐团演奏家、《百鸟朝凤》幕后演奏者陈力宝则在晚会上带来唢呐乐器秀民潮组曲《百鸟朝凤》,传统乐器创新表演。为了实现惊艳震撼的听觉盛宴,快手特意为陈力宝配上了一支乐队。

河北卡车司机王哥、田娜与宝哥一起献唱《陪你到底》,卡车司机群体上台表演的一刻,更是整场晚会令人感动的一幕。几位卡车司机都是快手的用户,用自己长途跑车的经历给无数快手上的老铁们带来过快乐。

三是整场节目请来专业的导演、专业的音乐总监(被授予卡西欧金牌音乐人)的刘鑫、和专业的灯光团队、专业舞台搭建团队等;让节目细节、现场布置区别于其他拼盘晚会。

“快手大年夜”晚会内容多元融合背后,快手的内容生态也早已进阶,覆盖了各个垂直领域的方方面面,跨越了过去单一的标签。现在的快手,已经是覆盖了近乎所有垂直领域的多元内容生态平台,而快手社交属性、媒体属性合一的特点,也逐渐形成了独一无二、极富活力的社区文化。

“快手大年夜”起到了对外互动交流、开放破圈的效果。众多明星的参与,既为“快手大年夜”传播扩散到快手之外助力,也是明星自身与潜在受众群体“破冰”接触的机会。

如今有越来越多的明星入驻快手,展现出自己的真实一面,吸引大量快手用户成为粉丝。谢娜、黄渤等入住快手较早的明星都已收获千万粉丝。快手平台在这个方向运营也有所推进,近期如“快手明星直播周”等活动的走红,也表现了快手正在成为娱乐营销的标配。从表演嘉宾到现场布置都与快手的特征强关联,“快手大年夜”首先是一场能让快手用户倍感熟悉的“专属晚会”,同时这也是一次“老铁文化”向更广阔大众的出圈晚会,实现了社区文化的成功输出。

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