受众的物质生活跨入一个新阶段,开始追求更高精神享受层面。而音乐市场作为文化产业中不可或缺的一个部分,而在根据受众逐渐差异化的前提下慢慢地向分众化过渡。新媒介为分众音乐时代下商业演带来了新的媒介环境和拓展空间,给商业演唱会广告传播提供更广阔的空间和丰富的资源,也为广告宣传的构建带去了更多的机遇和挑战,本文将在对新媒体发展研究的基础上,对演唱会在其语境下的创意宣传方式进行分析。 The material life of the audience stepped into a new phase and began to pursue a higher level of spiritual enjoyment. The music market as an integral part of the cultural industry, but gradually differentiated in accordance with the audience under the premise of the gradual transition to the split. The new media brings a new media environment and room for commercial performance under the music of the Focus stage, provides more space and abundant resources for commercial concert advertising, and brings more opportunities for the construction of advertising. Challenge, this article will be based on the study of new media development, based on the concert in its context creative approach to analysis.