Nhanganyaya

Kubudirira kweColdplay pasi rose kunobva mukuedza kwavo kwakabatana muzvinhu zvakasiyana sekugadzira mimhanzi, tekinoroji mhenyu, mufananidzo wemhando, kushambadzira kwedhijitari uye kushanda kwefani. Kubva pamusoro pemamiriyoni zana ekutengeswa kwealbum kusvika kunosvika bhiriyoni imwe chete yemadhora mumaresiti ehofisi yebhokisi, kubva ku "gungwa rechiedza" rakagadzirwa nemagetsi e LED kusvika kune anopfuura zana emamiriyoni ekuona pasocial media, vakaramba vachiratidza nedata uye mhedzisiro chaiyo kuti bhendi rive chiitiko chepasirese, chinofanira.vane hunyanzvi hwese-kutenderera hunobatanidza kukakavara kwehunyanzvi, hunyanzvi hwekuvandudza tekinoroji uye pesvedzero yemagariro.

1. Mimhanzi Kusikwa: Inogara ichichinja Melodies uye Emotional Resonance

 1. Huge Sales uye Kutenderera Data
Kubva pakaburitswa imwe yavo yekutanga "Yero" muna 1998, Coldplay yakaburitsa maarubhamu mapfumbamwe kusvika parizvino. Zvinoenderana neruzhinji data, iyo yakawedzera kutengeswa kwealbum yakapfuura zana remamiriyoni emakopi, ayo "Kumhanya Kweropa Kumusoro", "X&Y" uye "Viva La Vida kana Rufu uye Shamwari Dzake Dzose" vakatengesa anopfuura 5 miriyoni makopi padhisiki, ese akave akakosha munhoroondo yerock yemazuva ano. Munguva yekushambadzira, ivo vachiri kuchengetedza kushanda kwakasimba - nhamba yose yemitambo paSpotify platform yakapfuura mabhiriyoni gumi nemashanu, uye "Viva La Vida" chete yakapfuura 1 bhiriyoni nguva, izvo zvinoreva kuti paavhareji 1 mu5 vanhu vakanzwa rwiyo urwu; nhamba yemitambo paApple Music neYouTube zvakare iri pakati penziyo shanu dzepamusoro dzemazuva ano rock. Aya ma data makuru haangoratidzi kuparadzirwa kwakakura kwemabasa, asi zvakare anoratidza kuenderera kwebhendi kukwezva kune vateereri vemazera akasiyana nematunhu.

2. Kuenderera mberi kushanduka kwemaitiro

Mumhanzi weColdplay hauna kumbogutsikana netemplate:

Britpop kutanga (1999-2001): Dambarefu rekutanga "Parachutes" rakaenderera mberi nerwiyo rwerwiyo rwemumhanzi weBritish panguva iyoyo, raidzorwa negitare nepiyano, uye mazwi acho ainyanya kutsanangura rudo nekurasikirwa. Izvo zvinyoro zvinyoro uye zvakadzokororwa zvikorekedzo zveimba huru "Yellow" yakakurumidza kuputsa muUK uye yakaisa machati munyika dzakawanda.

Symphonic uye electronic fusion (2002-2008): Dambarefu rechipiri "Kumhanya Kweropa Kumusoro" rakawedzera tambo gadziriro uye makwaya, uye kutenderera kwepiyano ye "Wachi" uye "The Scientist" yakava classics. Mubhuku rechina "Viva La Vida", vakaunza noushingi mimhanzi yeorchestra, zvinhu zveBaroque uye zvigubhu zveLatin. Chivharo cheAlbum uye madingindira enziyo zvese zvinotenderera "revolution", "humambo" uye "destiny". Iyo imwe chete "Viva La Vida" yakahwina Grammy "Kurekodha kweGore" nekurongeka kwayo kwetambo.

Kuongorora kwemagetsi uye pop (2011-ikozvino): Iyo 2011 dambarefu "Mylo Xyloto" yakambundira zvizere zvemagetsi synthesizer uye madhanzi ekutamba. “Paradhiso” uye “Teardrop Yese Imvura Yapopoma” akava anotamba; iyo 2021 "Music of the Spheres" yakabatana nevagadziri vepop/electronic vakaita saMax Martin naJonas Blue, vachibatanidza madingindira emuchadenga nezvinhu zvemazuva ano zvepop, uye rwiyo rukuru rwekuti "Simba Rekumusoro" vakasimbisa chinzvimbo chavo mumhanzi wepop.

Nguva imwe neimwe Coldplay inoshandura maitiro ayo, "inotora manzwiro epakati sechitsigiro uye inowedzera kusvika kune imwe nzvimbo", ichichengeta inzwi raChris Martin rinonakidza uye lyrical genes, ichiramba ichiwedzera zvinhu zvitsva, izvo zvinogara zvichishamisa vateveri vekare uye zvinokwezva vateereri vatsva.

3. Kubata mazwi uye manzwiro akapfava

Zvisikwa zvaChris Martin zvinowanzobva pa "kutendeseka":

Nyore uye yakadzama: "Kugadzirisa Iwe" inotanga nekutanga nhengo yakapfava, uye izwi remunhu rinokwira zvishoma nezvishoma, uye mutsara wega wega wemazwi unorova mwoyo; "Zviedza zvichakutungamirira kumba / Uye kuchapisa mapfupa ako / Uye ini ndichaedza kukugadzirisa" inobvumira vasingaverengeki vateereri kuwana nyaradzo kana vakaora mwoyo uye vakarasika.

Pfungwa yakasimba yemufananidzo: "Tarisa kune nyeredzi, tarisa kuti dzinokuvhenekera sei" mumashoko e "Yellow" inobatanidza manzwiro evanhu pamwe chete nechadenga, nemaitiro akareruka, achigadzira "zvakajairika asi zverudo" zvekuteerera.

Kukwidziridza manzwiro eboka: "Adventure of a Lifetime" inoshandisa magitare ane shungu uye mutinhimira kuratidza ruzha rwe "kumbundira mufaro" uye "kuzviwanirazve"; nepo “Hymn for the Weekend” ichibatanidza kurira kwemhepo nekwaya yeIndia, uye mashoko acho anoungira mifananidzo ye“cheers” uye “kumbundira” munzvimbo dzakawanda, izvo zvinoita kuti mirangariro yavateereri ikwire.

Panyaya yehunyanzvi hwekugadzira, ivo vanoshandisa zvakanaka kudzokororwa kwakadzokororwa murwiyo zvikorekedzo, inofambira mberi rhythm kuvaka uye korasi-maitiro ekupedzisira, ayo asiri nyore kurangarira chete, asiwo akakodzera kwazvo kukonzeresa makorosi evateereri mumakonzati makuru, nekudaro vachigadzira yakasimba "boka resonance" mhedzisiro.

2. Kuitwa kwepamoyo: mutambo wekuteerera-unoona unofambiswa nedata uye tekinoroji

1. Mibairo yekushanya yepamusoro

"Mylo Xyloto" World Tour (2011-2012): 76 mitambo muEurope, North America, Asia, neOceania, ine vanhu vanosvika mamiriyoni 2.1 uye hofisi yebhokisi reUS $ 181.3 mamiriyoni.

"Musoro Uzere Nezviroto" Rwendo (2016-2017): 114 mitambo, 5.38 miriyoni vateereri, uye bhokisi hofisi yeUS $ 563 miriyoni, ichiva yechipiri yepamusoro-soro rwendo rwepasi rose gore iroro.

"Music of the Spheres" World Tour (2022-inoenderera mberi): Kubva pakupera kwa2023, anopfuura makumi manomwe ekuratidzira akapedzwa, aine hofisi yebhokisi inosvika US$945 miriyoni, uye inotarisirwa kudarika bhiriyoni imwe. Iyi nhevedzano yebudiriro yakabvumira Coldplay kuramba iri muzvikwata zvishanu zvepamusoro-soro zvekutengesa pasi rose kwenguva yakareba.

Aya data anoratidza kuti kana muNorth America, Europe kana misika ichiri kusimukira, vanogona kugadzira zvinoramba zvichiratidza simba repamusoro rine zvigaro zvizere; uye mitengo yetikiti uye kuyerera kwemari yekushanya kwega kwega zvakaringana kuti vatsigire kuisa mari yakawanda mukugadzira nhanho uye zvinodyidzana zvinongedzo.

2. LED inopindirana bracelet: Vhenekera iyo "Ocean of Chiedza"
Chikumbiro chekutanga: Panguva yekushanya kwe "Mylo Xyloto" muna 2012, Coldplay yakabatana neCreative Technology Company kugovera mabhureketi e LED DMX kune vateereri vese mahara. Iyo bracelet ine yakavakirwa-mukati yekugamuchira module, iyo inoshandura ruvara uye kupenya modhi munguva chaiyo panguva yekuita kuburikidza nekumashure DMX control system.

Chiyero uye kuratidzwa: ≈ 25,000 tsvimbo dzakagoverwa pakuratidzira paavhareji, uye inenge mamiriyoni 1.9 matanda akagoverwa mu76 zviratidzo; kuwanda kwenhamba yemavhidhiyo mapfupi anoenderana nesocial media yakaridzwa yakapfuura 300 miriyoni nguva, uye huwandu hwevanhu vakapinda munhaurirano hwakapfuura 5 miriyoni, ichipfuura nekure iyo yakajairika kushambadzirwa kweMTV neBillboard panguva iyoyo.

Zvinoonekwa uye zvinopindirana mhedzisiro: Muchikamu chekupedzisira che "Kurwadza Kufanana neDenga" uye "Teardrop Yese Imvura Yapopoma", nzvimbo yese yaiitirwa mafungu echiedza ane mavara, senge nebula inokunguruka; vateereri vakanga vasisina kunyarara, asi kuti vawiriraniswe nemwenje yedariro, sechiitiko che "kutamba".

Zvinozotevera kuitika: Iyi tsvarakadenga inoonekwa se "yakadirwa mvura mukudyidzana kushambadzira konzati" - kubva ipapo, mazhinji mabhendi akadai saTaylor Swift, U2, uye Iyo 1975 akatevera sutu uye akabatanidza mabhurekete emwenje anopindirana kana matanda anopenya seyakajairwa kushanya.

3. Multi-sensory fusion stage design
Coldplay's nhanho dhizaini timu inowanzo kuve nevanhu vanopfuura makumi mashanu, vane basa rekuita dhizaini yese yekuvhenekesa, fireworks, LED skrini, lasers, fungidziro uye odhiyo:

Inonyudza yakatenderedza ruzha: Kushandisa mhando dzepamusoro dzakadai seL-Acoustics uye Meyer Sound, inovhara nzvimbo dzese dzenzvimbo, kuitira kuti vateereri vagone kuwana yakadzikama ruzha rwemhando kunyangwe varipi.

Huru dze LED skrini uye fungidziro: Iyo nhanho yekumashure inowanzo umbwa isina musono splicing skrini ine mamirioni emapikisesi, ichitamba vhidhiyo zvinhu zvinoenderana nedingindira rerwiyo munguva chaiyo. Mamwe masesheni akashongedzerwa ne360 ° holographic fungidziro kugadzira chinooneka che "space roaming" uye "aurora rwendo".

Fireworks uye laser inoratidza: Munguva yeEncore nguva, vanozovhura 20-mita-yakakwirira mafirework pamativi ese echikuva, akasanganiswa nema lasers kuti apinde muboka revanhu, kupedzisa pasaiti tsika ye "kuzvarwa patsva", "kuburitswa" uye "kuvandudzwa".

3. Chivakwa chechiratidzo: mufananidzo wakatendeseka uye mutoro wemagariro

1. Mufananidzo webhendi une hukama hwakasimba
Chris Martin nenhengo dzebhendi vanozivikanwa nekuve "kusvikika" mukati nekubuda pachikuva:

Kukurukurirana kwepa-saiti: Panguva yemutambo, Chris aiwanzofamba kubva pachikuva, akatora mapikicha nevateereri vepamberi, vakakwirira-vashanu, uye akatokoka vateereri vane rombo rakanaka kuti vaimbe rwiyo, kuitira kuti vateereri vanzwe kufara kwe "kuonekwa".

Kutarisirwa kwevanhu: Nguva zhinji panguva yemutambo, vakamira kuti vape rubatsiro rwekurapa kune vateereri vanoshaya, vakatarisira pachena nezvezviitiko zvikuru zvepasi rose, uye vakataura rubatsiro kunzvimbo dzakawirwa nenjodzi, vachiratidza kunzwira tsitsi kwechokwadi kwebhendi.

2. Kugara zvakanaka kwevanhu uye kuzvipira kwezvakatipoteredza
Kushandirapamwe kwenguva refu kwerudo: Batira pamwe nemasangano akadai seOxfam, Amnesty International, Ita Nhoroondo Yehurombo, kugara uchipa mari yekuita, uye kutanga "kushanya kwegirinhi" uye "makonzati ekupedza urombo".

Carbon isina kwayakarerekera nzira: The 2021 "Music of the Spheres" rwendo rwakazivisa kuitwa kwechirongwa chekabhoni isina kwayakarerekera - kushandisa simba rinodzokororwa kugadzira magetsi, kuhaya mota dzemagetsi, kudzikisa mapurasitiki anoraswa, uye kukoka vateereri kuti vape kuburikidza nemaoko ekutsigira zvirongwa zvekuchengetedza nharaunda. Kufamba uku hakuna kungowana rumbidzo kubva kune vezvenhau, asi zvakare kwakaisa mureza mutsva wekutenderera kune mamwe mabhendi.

4. Digital Marketing: Yakanatswa Operation uye Cross-border Linkage

1. Social Media uye Kutenderera Platforms

YouTube: Iyo yepamutemo chiteshi ine vanopfuura mamirioni makumi maviri nematanhatu vanyoreri, inogara ichiburitsa zviitwa zvepamoyo, kuseri-kwe-zviratidziro mifananidzo uye kubvunzurudza, uye vhidhiyo yakaridzwa yepamusoro-soro "Hymn for the Weekend" yasvika bhiriyoni 1.1 nguva.

Instagram & TikTok: Chris Martin anowanzo taurirana nevateveri kuburikidza nemazuva ese selfies uye mapfupi mavhidhiyo kuseri kwezviitiko zvekushanya, uye iyo yepamusoro nhamba yevanofarirwa yevhidhiyo inofambidzana inodarika mamirioni maviri. Huwandu hwekuwedzera hwekushandiswa kweiyo #ColdplayChallenge musoro paTikTok yasvika mamirioni makumi mashanu, ichikwezva vateereri veGeneration Z.

Spotify: Rondedzero yepamutemo yekutamba uye yekudyidzana playlist iri pamachati munyika dzakawanda pasi rese panguva imwe chete, uye traffic yevasina muvhiki rekutanga inowanzopfuura makumi emamiriyoni, zvichibatsira iyo albhamu nyowani kuti irambe ichizivikanwa.

2. Kudyidzana kwepamuganhu
Kushandira pamwe nevagadziri: Brian Eno akakokwa kuti atore chikamu mukugadzirwa kwealbum, uye yake yakasarudzika mamiriro ekurira uye mweya wekuyedza zvakapa basa kudzika; akabatana neEDM mazita makuru akadai saAvicii naMartin Garrix kuti vanyatsobatanidza rock uye mimhanzi yemagetsi uye kuwedzera mararamiro emimhanzi; rwiyo rwakabatana "Hymn for the Weekend" naBeyoncé rwakaita kuti bhendi riwedzere kutariswa mumitambo yeR&B nepop.

Kudyidzana kweBracelet: Kuyambuka-muganho nemhando hombe seApple, Google, uye Nike, kuvhura michina yekuteerera isina kukwana, zvitaera zvebracelet, uye maT-shirts akabatanidzwa, zvichivaunzira huwandu hwemhando uye mabhenefiti ekutengesa.

5.Fan tsika: network yakavimbika uye kutaurirana kunongoerekana kwaitika

1. Global fan groups
Coldplay ine mazana emakirabhu epamutemo/asina pamutemo makirabhu munyika dzinopfuura makumi manomwe. Nharaunda idzi nguva dzose:

Zviitiko zvepamhepo: sekuverengera kuvhurwa kwemaarubhamu matsva, mapato ekuteerera, mazwi anovhara makwikwi, fan Q&A nhepfenyuro mhenyu, nezvimwe.

Kuungana pasina Indaneti: Ronga boka rinoenda kunzvimbo yekushanyira, gadzira pamwe chete zvinhu zvekutsigira (mabhena, marongero efluorescent), uye kuenda kumakonzati erudo pamwechete.

Naizvozvo, pese painenge paine kushanya kutsva kana kuti rwiyo rutsva rwunoburitswa, boka revateveri rinokurumidza kuungana pamapuratifomu evanhu kuti vagadzire "dutu rinopisa".

  2. UGC-inotungamirirwa nezwi-ye-muromo maitiro
Rarama mavhidhiyo uye mapikicha: Iyo "Ocean of Chiedza" LED mabhurekete anopenya munzvimbo yese yakapfurwa nevateereri inodzokororwa kuongororwa paWeibo, Douyin, Instagram, uye Twitter. Huwandu hwemaonero evhidhiyo ipfupi inoshamisa kazhinji inodarika miriyoni imwe nyore nyore.

Kugadzirisa kwechipiri uye kusika: Zvikamu zvenhanho zvakawanda, mashups emazwi, uye nyaya yemanzwiro emunhu mapfupi mafirimu akagadzirwa nevateveri anowedzera ruzivo rwemumhanzi weColdplay kugovana zuva nezuva, zvichibvumira kuratidzwa kwemhando kuti kurambe kuchivira.

Mhedziso
Coldplay's global phenomenal kubudirira ndiko kubatanidzwa kwakadzama kwezvinhu zvina: mimhanzi, tekinoroji, mhando uye nharaunda:

Mimhanzi: nziyo dzinogara dzichichinja uye resonance yemanzwiro, kukohwa kaviri kwekutengesa uye kutepfenyura midhiya;

Rarama: zvishongo zvetekinoroji uye dhizaini yepamusoro-yepamusoro inoita kuti dhizaini ive "yakawanda-yakasikwa" mabiko ekuteerera-anoona;

Mucherechedzo: mufananidzo wakatendeseka uye wakazvininipisa uye kuzvipira kwakasimba kwekushanya, kuhwina rumbidzo kubva munharaunda yebhizinesi neruzhinji;

Nharaunda: yakanatswa kushambadzira kwedhijitari uye yepasirese fan network, rega UGC uye kushambadza zviri pamutemo kuzadzisane.

Kubva pamamiriyoni zana emaalbum kusvika kune angangoita mabhiriyoni maviri emaoko mabhurekete, kubva kuhofisi yebhokisi rekushanya kusvika kumazana emamiriyoni emanzwi emagariro, Coldplay yakaratidza nedata uye maitiro: kuti ive bhendi repasi rose, inofanirwa kutumbuka muhunyanzvi, tekinoroji, bhizinesi uye simba remagariro.