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一场由学生参演的跨年演唱会是什么样？2023年12月29日，由酷狗音乐携手新华社、中央音乐学院举办的“青春之歌”跨年演唱会让我们看到了当代大学生的激情与才华。
原创主题曲《青春之歌》诉说了当代青年的梦想与追求，在流行歌曲中穿插戏曲表演让《光亮》有了更浓的传统元素，学生乐队伴奏下的《小城夏天》也炒热了台上台下的跨年气氛，全场合唱的一幕或许也会成为现场学生们重要的青春回忆。
通过音乐走近年轻人已经成了一种趋势，越来越多的毕业歌会、校园歌手赛的落地让行业看到了校园营销的价值。其中酷狗音乐闪光校园IP的系列活动覆盖了数十万学生群体，在帮助大学生展现自我，追求梦想的同时，也吸引了品牌方、央媒的认可，并在大众圈层中引发讨论、冲上热搜。种种成绩验证了酷狗音乐校园营销的优势地位，那么这一IP究竟做对了什么？
把舞台交给学生，让年轻人“闪光”
刚刚过去的“青春之歌”跨年演唱会，开场是穿着印有“中央音乐学院”T恤的学生们共同演唱《我们一起远航》，青春的气息扑面而来，这也定下来“青春之歌”与其他跨年歌会不同的基调。这是一场学生是主角的演唱会，跨年的仪式感因为学生们的表演有了更加强烈的感染力。
一首《最初的梦想》，不仅唱出了表演者的追梦之心，台下的轻声跟唱也说明了这首歌带来的共鸣。《陪你度过漫长岁月》唱的是珍惜身边的陪伴者，重视当下的每一刻，同样也赢得了全场的掌声。整场演唱会的歌单，包含了梦想、未来、拼搏等元素，放在别的演唱会或许有些无聊，但在这个学生是主角的现场，每一首都打动人心。
更特别的一点，常规演唱会、歌会中吸引大部分的注意力的是头部歌手、流量艺人，但在“青春之歌”的现场，登场表演的学生和尚雯婕、段奥娟两位明星得到的欢呼声相差无几，这也足够说明，学生们乐于看到身边人的闪光时刻，在为喜爱的歌手叫好的同时也会因同龄人的耀眼而激动。
当代年轻人有强烈的表达欲、展示欲，也有更强的共情力，相比以观众身份看明星表演，他们更希望能参与其中，或站上舞台，或看着同学、朋友走到更高处，这种参与感与荣誉感是无法替代的。
换言之，“青春之歌”是一场真正服务学生群体的跨年音乐活动，不仅为学生们带来一场精彩的音乐演出，更是在回应年轻人想要闪光的期望，在冬日里、在新年到来之时，温暖、鼓舞每个期待明天的年轻灵魂。
作为酷狗音乐闪光校园IP的活动之一，“青春之歌”跨年演唱会让学生成为主角，把“话筒”、“舞台”交给学生，正是这一IP做对的一步。
在今年6月的毕业季，酷狗音乐举办了“青春之歌”校园夏日歌会活动，给予了年轻音乐人以舞台，华夫饼人声乐团、B2乐队等大学生新声力量与明星音乐人歌手同台表演；在7月的闪光毕业季·小红花音乐会，校园音乐人树泽登上舞台展示自我。每一场校园活动都给学生群体留出了发光的空间，也是其能够持续获得年轻人认可的原因之一。
每个追梦者都需要舞台，去表达去展示，或许不少有音乐梦想的学生通过一场场闪光校园活动有了追梦的勇气，这也是酷狗音乐深耕校园场景的初心，支持年轻人成长，培养更多优秀音乐人，并为需要新鲜血液的音乐行业提供发展助力。
抓住学生群体需求，在情绪价值外更有现实温度
如果说提供舞台让年轻人发光是闪光校园IP被学生认可的基础，那么在发挥音乐情绪价值的同时具有现实意义，则是这一IP能够在校园营销领域领先的关键。
举例来说，由于疫情影响，2022年毕业生的校园时期相对枯燥，在家中学习、没有缤纷多样的校园活动，让他们的青春记忆缺少了一定的色彩。基于此，闪光校园IP在2022年提前开启了毕业季活动，用充足的时间为学生群体制造特殊的回忆，为毕业打造足够的仪式感。
“毕业季·飞向天空的毕业歌”活动，通过投票将6首原创毕业歌曲搭载卫星送上太空；“毕业K歌赛”，让每一个学生都能通过低门槛的K歌在毕业季中有参与感；那一年的线上毕业歌会也邀请了十余所高校参与合唱毕业歌，给毕业的仪式感再填一笔。
而到了今年的毕业季，在延续仪式感的同时，还添加了新的重点——对就业焦虑的抚慰。在2023毕业季·小红花歌会上，除了多样的音乐表演，主持人还介绍了腾讯公益多个大学生就业项目，旨在拓宽学生就业选择的视野，帮助毕业生对抗身份转换时期对未来的迷茫，在歌会期间，#毕业后你会选择做公益吗？#也冲上了社交媒体热议榜单。
可见，常见的音乐营销大多只是发挥音乐的情绪价值，而酷狗音乐闪光校园IP自从2022年诞生以来，就在试图挖掘更多价值。
从毕业季、开学季到跨年，学生群体的每一个重要时间节点，都有相关的线上线下音乐活动陪伴他们，每一场演唱会、歌会都根据学生群体做定制化的节目，让学生的情怀得到释放，加强群体认同，鼓舞他们对未来保持希望。
同时，时刻捕捉学生群体诉求的变化，通过多样的活动回应学生群体，提供有温度的现实关怀，让校园音乐营销具备更立体、更深入的青春叙事。
在不断积累、“进化”之下，闪光校园IP不仅得到学生群体的认可，也在学生群体中丰富了酷狗音乐的品牌形象——不仅是听音乐的渠道，也是有温度有现实视角的“朋友”平台。这对于酷狗音乐进一步深挖校园音乐营销，也做好了铺垫。
借音乐串联生活，让品牌心智在年轻人中沉淀
有效的营销无非是做到两点，其一是了解目标用户的需求和偏好，其二是通过创新的市场推广手段满足并服务好目标用户。酷狗音乐闪光校园IP对学生群体的洞察与服务无需赘述，而其推广的创新思路则是我们认为这一IP做对的第三点。
2023年，“赶集”突然成为了一种时尚的生活方式，各种各样的市集吸引了大量年轻人目光，在这样的背景下，闪光校园IP也跟上时尚潮流，携手同程在深圳大学、中国传媒大学等院校落地“闪光音乐市集”，抽奖、小游戏、K歌等活动项目都出现在市集中，为校园内的年轻人提供了有趣且丰富的线上线下娱乐活动。
做音乐市集背后透露出的营销思路，是紧跟年轻人的流行趋势，从他们喜欢的形式切入，从而建立学生群体与品牌的情感链接。
有数据显示，“集市”在2023年相关关键词搜索量同比增长约100%，其中20岁至35岁消费者占比最多。在年轻人感兴趣的市集中，加入拍照打卡点、K歌等踩在年轻人偏好上玩法，确实有更大概率增加年轻群体对品牌方的好感。
同时，创新地将音乐与夜跑、市集、游戏等年轻人喜欢的生活方式做结合，也便于品牌更深入年轻群体的日常生活，从而实现品牌理念、品牌形象的用户沉淀。
而对于酷狗音乐闪光校园IP本身，也在通过关键时间节点与日常化的两手抓，来长期保持与年轻人的关联。常态化生活中能提供一些小快乐、“小确幸”，在开学、毕业、跨年等节点又有大型活动来制造青春记忆，一年又一年的陪伴才让这一校园营销IP与学生群体形成了亲近的羁绊，进而发挥服务品牌的营销价值。
回顾两年来酷狗音乐闪光校园IP的种种活动，其能打动学生群体并且获得品牌方、央媒认可的原因也逐渐清晰——长期洞察学生群体的多样化诉求，辅以创新的活动与玩法激励并陪伴年轻人成长，成为支持他们前行的同伴。
当下，年轻人正在成为新的消费主力军，校园作为年轻人的聚集地，是直接触达Z世代、抢占年轻人心智的重要营销场地。面对个性化且诉求多变的大学生群体，精准的洞察与有效的创新固然重要，不过酷狗音乐还验证了校园营销中易被忽视的关键点——要真正关心年轻人，用有温度的行动回应、支持他们。
对于有较强自我意识、最具思辨能力的大学生而言，真诚或许就是最大的必杀技，保持这份服务学生群体的真诚，或许也会是酷狗音乐继续深耕校园场景的独特优势。
转自1905电影网
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