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      線上演唱會(上)

      來源:經濟學人 編輯:Helen ?  可可英語APP下載 |  可可官方微信:ikekenet
        


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      Culture.

      文化。

      Live music.

      現場音樂。

      The new ventriloquists.

      新口技藝人。

      The profitable rise of the work-from-home rock star.

      居家搖滾明星有利可圖的崛起。

      Thursday night and the lights are low, as the four members of ABBA, one of the most successful musical acts in history, take to the stage for the first time in nearly 40 years.

      周四晚上,燈光昏暗,史上最成功的音樂團體之一--阿巴樂隊的四名成員近40年來首次登上舞臺。

      Or do they?

      真的嗎?

      To the crowd at a purpose-built arena in east London, ABBA's quartet--Agnetha, Bjorn, Benny and Anni-Frid--look authentic, their sequinned dresses and feathered mullets swaying to the beat provided by a live band.

      在倫敦東部一個專門建造的劇場內,阿巴樂隊的四名成員--阿格妮莎、比約恩、本尼和安妮-弗里德--在人群面前看起來很逼真,他們的亮片裙和羽毛感胭脂魚發型隨著現場樂隊的節拍搖擺。

      Yet the singers are computer-generated illusions, captured as they looked in 1979, and their voices a blend of recordings from nearly half a century ago.

      然而,這些歌手都是電腦合成的影像,用的是他們1979年的樣子,聲音混合了他們近50年前的錄音。

      The virtual “Abbatars”, who played their first concert on May 26th, will perform seven shows a week while the human band members stay at home and collect the royalties.

      這個虛擬樂隊“Abbatars”于5月26日舉行了他們的第一場演唱會,他們將每周演出7場,與此同時,真人樂隊的成員則待在家里收取版稅。

      Concertgoers got used to digital performances during the lockdowns of 2020-21, when in-person gigs were not possible.

      在2020-2021年的封鎖期間,現場演出是不可能的事情,演唱會觀眾已經習慣了數字表演。

      Since the relaxation of covid rules, people have returned to shows in person.

      自從新冠規定放寬后,人們重新回歸現場演出。

      But even as live music roars back, some digital innovations are here to stay.

      但是,即使現場音樂卷土重來,一些數字創新仍將繼續存在。

      Selling tickets to online video-streams of live gigs has become standard.

      銷售現場演出的線上視頻直播門票已經得到廣泛認可。

      Online gaming platforms are experimenting with hybrid music-gaming experiences.

      線上游戲平臺正在嘗試混合音樂游戲的體驗。

      Musicians are realising that, pandemic or not, there is money to be made in performing gigs without being physically in front of the audience.

      音樂家們意識到,無論有沒有疫情,在不出現在觀眾面前的情況下表演都有錢賺。

      ABBA's extraordinary new show, “Voyage”, goes even further.

      阿巴樂隊不同凡響的新演出《航?!纷叩酶h。

      It demonstrates the potential for a new category of event that is at once in-person and virtual.

      它展示了一種新型活動的潛力,這種活動既是面對面的,也是虛擬的。

      ABBA's reanimation took six years and cost 140m pounds ($175m), a third of which went on the high-tech London stadium.

      阿巴樂隊的回歸花了六年時間,花費了1.4億英鎊(1.75億美元),其中三分之一花在了高科技的倫敦體育場。

      The band members spent five weeks performing on a stage in Stockholm, in front of 160 cameras operated by Industrial Light and Magic, a visual-effects company that has previously brought to life Jedi knights and Avengers.

      在斯德哥爾摩的一個舞臺上,樂隊成員花了五個星期的時間在工業光魔公司操作的160臺攝像機前表演,工業光魔公司是一家視覺效果公司,此前曾讓絕地武士和復仇者聯盟栩栩如生。

      Their rejuvenated virtual selves are eerily real: dancing, jiving and, between songs, joshing with the crowd (virtual Benny insisting that he is the real thing: “I just look very good for my age”).

      他們煥發活力的虛擬影像真實得可怕:他們會跳舞、搖擺、在歌曲之間與觀眾開玩笑(虛擬的本尼堅稱自己是真實的:“我只是保養得好而已”)。

      On the opening night the audience, which included the king and queen of Sweden, suspended their disbelief, unselfconsciously cheering and applauding what was, strictly speaking, an empty stage.

      在首演當晚,包括瑞典國王和王后在內的觀眾放下了他們的懷疑,不自覺地為這個嚴格來說空蕩蕩的舞臺歡呼和鼓掌。

      Most high-tech concerts are nothing like as sophisticated as the ABBA show.

      大多數高科技演唱會完全沒有阿巴樂隊演唱會那樣復雜。

      But basic digital services are changing the economics of even ordinary gigs.

      但基礎數字服務甚至正在改變普通演唱會的經濟狀況。

      In the early days of lockdown, singers live-streamed impromptu concerts from their bedrooms on online video platforms such as Twitch.

      在封鎖初期,歌手們通過Twitch等線上視頻平臺,在臥室里直播即興演唱會。

      They soon realised that, when competing for screen time with the likes of Netflix, “you need it to look as cinematic and as spectacular as the latest blockbuster,” says Ric Salmon of Driift, one of several firms that sprang up in 2020 to help musicians stream professional-looking gigs.

      他們很快意識到,與網飛這樣的公司爭奪屏幕時間時,“你需要讓它看起來像最新的大片一樣壯觀、讓觀眾感覺像在看電影”Driift的里克·薩爾蒙說。Driift是2020年涌現的幾家幫助音樂人展現專業演出的公司之一。

      As shows got slicker they charged more: whereas in April 2020 only about 1% of live-streamed concerts were ticketed, 18 months later nearly half were, at an average price of $16, says Tatiana Cirisano of MIDiA Research, a firm of analysts.

      分析公司MIDiA Research的塔蒂亞娜·西里薩諾表示,隨著演出越來越嫻熟,他們的收費也越來越高:2020年4月,只有約1%的現場直播演唱會有票,18個月后,將近一半的演唱會有票,平均票價為16美元。

      The number of live streams fell by about half last year, as life got back to normal.

      隨著生活恢復正常,去年的視頻直播數量減少了一半左右。

      But acts have continued to make money from online gigs—and they expect to make more.

      但藝人們繼續通過線上演唱會賺錢--他們還希望賺得更多。

      In March BTS, a Korean pop sensation, streamed a concert for 2.4m paying viewers online and in cinemas.

      今年3月,韓國流行樂壇轟動一時的防彈少年團在網上和電影院為240萬付費觀眾直播了一場演唱會。

      By 2028, according to MIDiA, live-streamed concerts will generate $4bn-5bn a year, more than at the height of the pandemic.

      MIDiA的數據顯示,到2028年,現場直播演唱會每年將產生40億至50億美元的收入,高于疫情最嚴重的時期。

      Last year Live Nation, the biggest live-entertainment company, acquired Veeps, a live-streaming startup.

      去年,最大的直播娛樂公司Live Nation收購了直播初創公司Veeps。

      Spotify and Deezer, subscription music services, have both done deals with Driift.

      訂閱音樂服務平臺Spotify和Deezer都與Driift達成了交易。

      譯文由可可原創,僅供學習交流使用,未經許可請勿轉載。

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      beat [bi:t]

      想一想再看

      v. 打敗,戰勝,打,敲打,跳動
      n. 敲打,

       
      disbelief [.disbi'li:f]

      想一想再看

      n. 不相信,懷疑

      聯想記憶
      concert ['kɔnsət]

      想一想再看

      n. 音樂會,一致,和諧
      vt. 制定計劃,通

       
      potential [pə'tenʃəl]

      想一想再看

      adj. 可能的,潛在的
      n. 潛力,潛能

       
      relaxation [.ri:læk'seiʃən]

      想一想再看

      n. 松弛,放松,消遣

       
      salmon ['sæmən]

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      n. 鮭,大馬哈魚,橙紅色的

      聯想記憶
      screen [skri:n]

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      n. 屏,幕,銀幕,屏風
      v. 放映,選拔,掩

       
      fell [fel]

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      動詞fall的過去式
      n. 獸皮
      v

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      pandemic [pæn'demik]

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      adj. 全國流行的 n. (全國或全世界范圍流行的)疾

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      profitable ['prɔfitəbl]

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      adj. 有益的,有用的

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