Symphony of Time and Space: Love and Deepspace Concert
Concert Planning
INTRODUCTION
Type: Course-based project proposal
Duration: 2 months
Symphony of Time and Space: Love and Deepspace Concert
A simulated independent concert-planning project developed under the theme of music management and promotion. Blending orchestral music, immersive visuals, and voice actor performances, the proposal transforms the soundtrack of a hit otome game into a live symphony experience, exploring how game IPs can evolve into cultural symbols while pioneering new models of emotional value consumption.
Design Process
Topic
& Research
Objectives
&
Goals
Target Audiences
Analysis
Program outline
Sustainability Plan
Budget Plan
Marketing
&
Promotion
SWOT Analysis
&
Strategy
Project Description
Opportunities and Reasons for
Concert Theme Selection
In recent years, Chinese otome games have risen in popularity both domestically and globally, and Its offline events have consistently attracted strong fan participation.
Love and Deepspace has surpassed 40 million players and generated massive social media engagement.
A 2024 online music performance video gained nearly 400,000 views and high user interaction.
However, game soundtrack concerts in China remain largely untapped. This project identifies the opportunity to transform this demand into a live offline concert.
My project seeks to package emotional consumption with art, transforming players' attachment to virtual characters into immersive offline experiences while unlocking new monetization pathways for the Love and Deepspace IP.
By blending live symphony performance, projection technology, and ceremonial exclusivity, the concert addresses young consumers' demand for emotional value, offering both cultural refinement and a unique marker of social identity.
Objectives and Goals
Artistic Goal
Recreate and elevate 25 iconic Love and Deepspace tracks through professional orchestral arrangements.
Sociocultural Goal
Recreate and elevate 25 iconic Love and Deepspace tracks through professional orchestral arrangements.
Commercial Goal
Reach 90% venue occupancy, and secure 25% of revenue from merchandise.
Long-Term Goal
Build a sustainable model merging gaming IP and classical music, paving the way for a 2026 international tour.
Target Audiences
My target audience primarily consists of Generation Z (post-95s and post-00s), aged 16 - 30, with a majority being female. The focus is on students and young professionals in Shanghai and the Yangtze River Delta region.
User Persona
Demographic
Females aged 16 - 30, mostly students and young professionals in Shanghai and the Yangtze River Delta, with high cultural literacy and strong spending power.
Behavioral
Active gamers and event-goers, frequently purchasing merchandise, attending pop-ups and conventions, and engaging daily on platforms like Weibo, Bilibili, and Rednote.
Psychological
Passionate about anime, games, and music; values emotional experiences, individuality, and the companionship of virtual characters.
Spending Power & Preferences
Loyal to official IP products, eager to consume both online and offline, price-sensitive but willing to spend ¥200 - ¥1,000 per concert including merchandise.
Program and Services
Program Highlights
The program features a stage design that recreates in-game scenes, character PV animations displayed on large screens during role medley transitions, a professional soprano solo performance, and special appearances by official voice actors.
Performance Duration
90 minutes for performance: 40+15+35
15 minutes for CV guests
SWOT Analysis & Strategy
Strengths (S)
1. High-quality soundtrack with strong recognition
2. Shanghai's vibrant cultural and economic advantages
3. Voice actor (CV) guests with strong fanbases
4. Proven success of online concerts
Weaknesses (W)
1. High preparation and production costs
2. Lack of offline event experience
3. Scheduling and coordinatio challenges with guests
Opportunities (O)
1. Growing otome and 2D culture market
2. Large and loyal brand fanbase
3. Strong purchasing power and emotional attachment of fans
4. Highly active online community discussions
5. Additional revenue via merch & VIP services
6. Broad promotional reach through official channels and media
Threats (T)
1. Competition in Shanghai's entertainment scene
2. Copyright and licensing uncertainties
3. Risk of negative fan feedback if expectations aren't met
4. Potential guest cancellations or changes
Narrow core audience limits scale
Strategy
The project adopts an SO-focused strategy: leveraging strong content quality and Shanghai's cultural advantage to seize market opportunities in the ACG sector.
By emphasizing emotional immersion, exclusive experiences, and fan engagement, it differentiates itself through immersive stage design, voice actor interactions, limited-edition merchandise, and seasonal marketing, effectively converting online fandom into offline consumption while building competitive barriers.
Marketing & Promotion
Sales & Marketing Tactics
Scarcity Promotions: Lawson collaboration with exclusive collectible redemption
Pre-Event Hype: CV-hosted teasers, behind-the-scenes clips, trending hashtags
IP-Limited Merch: Venue-exclusive products like OST vinyl and acrylic stands
Festival Synergy: Christmas-themed campaigns and geo-tagged holiday promotions
Key Objective
Ticket sales as the top priority (digital-first promotion with supporting print media)
Slogan
"This Time,
I'll Cross the Stars to Meet You."
Love and Deepspace Offline Concert
3.14M Avg. Daily Players’ Choice!
Venue-Exclusive Merch!
Sustainability Plan
Derivative Business
Concert-exclusive merchandise and co-branded products drive extended revenue
Partnerships
Papergames: sponsorship & long-term IP collaboration
Lawson: Brand placement & event sponsorship
Funding
Eligible for Shanghai Cultural & Creative Industry Special Fund (performing arts & animation support)
Sustainability
Builds a replicable model of "art packaging of emotional consumption" to expand game IP monetization