With New Year’s Eve parties cancelled due to Covid-19 restrictions, if you’re looking for a fun way to ring in the New Year, Sing King could be the answer!
Karaoke has always been up there as one of the most popular activities in pubs in recent years, but with over 8 million YouTube subscribers and 120million monthly views worldwide at the end of November 2020, Sing King have the world’s largest karaoke community. They’ve also just launched a new ios/Android karaoke app turning any living room, kitchen or bedroom into a karaoke booth.
Forget the image of the guy in the pub who has had one too many drinks thinking he is the next Robbie Williams, global research carried out by Sing King shows that times really have changed as their report states:
This report challenges Western associations of karaoke as a late-night, alcohol-fuelled pursuit, and identifies the ways in which technology has transformed it from an occasional group activity to a mass market pastime and a lucrative new opportunity for artists and brands.
As the digital baton is passed to Gen Z, we are witnessing a seismic shift in attitudes towards online presence and performance. In 2020, every laptop is a karaoke machine courtesy of YouTube, and a new generation of apps have turned every smartphone into a pocket karaoke device. On social media, the hyper stylised, heavily filtered aesthetic championed by Millennials is in decline. In 2020, ephemeral video content is rapidly overtaking photo sharing: TikTok, Snapchat, YouTube and now Instagram Reels have created a new generation of performers who are embracing authenticity and imperfection.
With Carpool Karaoke a regular primetime TV fixture, Spotify set to introduce Karaoke Mode and lyric videos a cornerstone of album campaigns for global stars like Taylor Swift and Katy Perry, one thing is for certain, the ‘Karaoke Renaissance’ is here, and millions around the world are tuning in.
Reflecting the opinions of not only 1,000 participants aged 13-55 across five global markets but also the views of academic and cultural research experts, the report makes for interesting reading and shines a light on karaoke being a vital stress reliever for a generation who have a different attitude to mental health:
- 51% do karaoke/sing-a-longs as it makes them happy.
- Only 8% said it was something they did after a few drinks.
- 76% of respondents said they would prefer to sing to boost their mood rather than work out.
- 80% of respondents agreed singing provided them with an opportunity to escape their day-to-day lives.
- Virtual choirs exploded during Stage 1 lockdown when between March and April 2020 there was a 350% increase in views for choir videos on YouTube.
- The “Quarantine Karaoke” facebook group recorded 700k+ members!
Alfie Green, Cannes Lions award-winning digital media consultant who has worked with not only Sing King but also Twitter, Warner Music, Barcardi and Shell commented:
“The discovery of stars such as Justin Bieber and Shawn Mendes on YouTubE have cemented the platform as the place to sing (and be sung to). Why sing in a room with 5 other friends when you can sing to millions online?”
The desire to perform is as old as time itself and according to the report:
“Singing has the ability to quickly and efficiently fulfil one of our greatest but most basic human desires: to feel a collective bond, to be connected to others, or to be ‘in group’. Singing has also been said to fulfil essential evolutionary needs like finding a mate. In the animal kingdom, the ability to sing shows virility: there is a reputational benefit to singing well. Singing also operates as a way of reconnecting people who have been apart, with shared memories of songs or rituals.”
In addition to the app, Sing King will be giving the gift of non-stop free karaoke in the form of two, 28hour livestreams taking place on its YouTube channel Christmas Eve/Day and New Year’s Eve/Day breaking records as the world’s biggest karaoke sing-a-long.
So, this year, why not join in the fun and, you never know, you might end up being the next super star.