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居家摇滚明星的盈利性崛起(上)
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周四晚上，灯光低垂，史上最成功的音乐团体之一——阿巴乐队的四名成员在阔别舞台将近40载后首次登台。
双语精读
The profitable rise of the work-from-home rock star
居家办公摇滚明星的盈利性崛起
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. Or do they?
周四晚上，灯光低垂，史上最成功的音乐团体之一——阿巴乐队的四名成员在阔别舞台将近40载后首次登台。果真是这样吗？
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.
在伦敦东部一个专门搭建的剧场内，阿巴乐队的四名成员——阿格妮莎、比约恩、本尼和安妮·弗里德——再次出现在人群面前，看起来是那样真实，他们的亮片服饰和狼尾发型随着现场乐队的节拍摇摆。
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，这些歌手都是电脑合成的影像，参照的是他们1979年的模样，声音混合了他们近50年前的录音。
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.
这个虚拟乐队"Abbatars"于5月26日举办了他们的第一场演唱会，他们每周将会演出7场，与此同时，真人乐队成员则待在家里收取版税。
Concertgoers got used to digital performances during the lockdowns of 2020-21, when in-person gigs were not possible. Since the relaxation of covid rules, people have returned to shows in person.
在2020到2021年的封锁期间，现场演出是不可能的事情，音乐会观众也已经习惯了线上表演的形式。自从新冠相关政策放宽后，人们又重新回归现场观看演出。
But even as live music roars back, some digital innovations are here to stay. Selling tickets to online video-streams of live gigs has become standard. Online gaming platforms are experimenting with hybrid music-gaming experiences.
但是，即便现场音乐卷土重来，一些线上形式的创新还是会普遍存在。销售现场演出的线上视频直播门票已经得到广泛认可。线上游戏平台正在尝试混合音乐游戏的体验。
Musicians are realising that, pandemic or not, there is money to be made in performing gigs without being physically in front of the audience. ABBA's extraordinary new show, "Voyage", goes even further.
音乐家们意识到，不论是否有疫情，他们都可以在不亲自露面的情况下赚到钱。阿巴乐队非凡的新演出《航海》则走得更远。
It demonstrates the potential for a new category of event that is at once in-person and virtual. ABBA's reanimation took six years and cost 140m pounds ($175m), a third of which went on the high-tech London stadium.
它展示了一种新型活动的潜力，这种活动既是面对面的，也是虚拟的。阿巴乐队的回归用了六年时间，花费了1.4亿英镑（1.75亿美元），其中三分之一投在了高科技的伦敦体育场。
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.
在斯德哥尔摩的一个舞台上，乐队成员花了五个星期的时间在工业光魔公司操作的160台摄像机前表演，工业光魔公司是一家视觉效果公司，此前曾让《绝地武士》和《复仇者联盟》（的画面）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").
他们重焕活力的虚拟影像真实得可怕：他们会跳舞、摇摆、在歌曲间歇与观众打趣（虚拟的本尼坚称自己是真实的："我只是保养得好而已"）。
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.
在首演当晚，包括瑞典国王和王后在内的观众都放下了他们的怀疑，不自觉地为这个严格来说空荡荡的舞台欢呼鼓掌。
Most high-tech concerts are nothing like as sophisticated as the ABBA show. But basic digital services are changing the economics of even ordinary gigs. In the early days of lockdown, singers live-streamed impromptu concerts from their bedrooms on online video platforms such as Twitch.
大多数高科技演唱会完全没有阿巴乐队演唱会那样复杂，但基础数字服务甚至正在改变普通演唱会的经济状况。在封锁初期，歌手们通过Twitch等线上视频平台在他们的卧室里直播即兴演唱会。
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.
他们很快意识到，与网飞这样的公司争夺屏幕时间时，"你需要让（你的演出）尽可能像最新上映的大片一样具有影感、引人入胜，"Driift公司的里克·萨尔蒙说。Driift是2020年兴起的几家帮助音乐人直播专业演出的公司之一。
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.
数据分析公司MIDiA Research的塔蒂亚娜·西里萨诺表示，随着演出效果臻于完美，他们的收费也越来越高：在2020年4月，只有大约1%的现场直播演唱会收费，18个月后，将近一半的演唱会都要收费了，每张票平均价格为16美元。
The number of live streams fell by about half last year, as life got back to normal. But acts have continued to make money from online gigs--and they expect to make more.
随着生活恢复正常，去年的直播数量减少了一半左右。但表演者们继续通过线上演唱会赚钱——而且希望赚得更多。
In March BTS, a Korean pop sensation, streamed a concert for 2.4m paying viewers online and in cinemas. By 2028, according to MIDiA, live-streamed concerts will generate $4bn-5bn a year, more than at the height of the pandemic.
今年3月，韩流天团BTS（防弹少年团）通过网络和影院为240万付费观众直播了一场演唱会。MIDiA的数据显示，到2028年，现场直播演唱会每年将产生40亿至50亿美元的收入，超过疫情巅峰时期。
Last year Live Nation, the biggest live-entertainment company, acquired Veeps, a live-streaming startup. Spotify and Deezer, subscription music services, have both done deals with Driift.
去年，最大的直播娱乐公司Live Nation收购了直播初创公司Veeps。订阅音乐服务平台Spotify和Deezer都与Driift达成了交易。
词汇预习
physically [高考]
美[ˈfɪzɪkli] | 英[ˈfɪzɪkli]
adv. 身体上地；实际上
virtual [高考]
美[ˈvɜːrtʃuəl] | 英[ˈvɜːtʃuəl]
adj. 实质的；【计】虚拟的
profitable [高考]
美[ˈprɑːfɪtəbl] | 英[ˈprɒfɪtəbl]
adj. 有益的；有利可图的
previously [高考]
美[ˈpriːviəsli] | 英[ˈpriːviəsli]
adv. 先前；在此之前
generate [高考]
美[ˈdʒenəreɪt] | 英[ˈdʒenəreɪt]
vt. 产生；发生；引起
relaxation [高考]
美[ˌriːlækˈseɪʃn] | 英[ˌriːlækˈseɪʃn]
n. 消遣；松弛；放松
subscription [高考]
美[səbˈskrɪpʃn] | 英[səbˈskrɪpʃn]
n. 订阅；签署；同意；捐款；会费
disbelief [高考]
美[ˌdɪsbɪˈliːf] | 英[ˌdɪsbɪˈliːf]
n. 不相信；怀疑
whereas [高考]
美[ˌwerˈæz] | 英[ˌweərˈæz]
conj. 然而；鉴于
potential [高考]
美[pəˈtenʃl] | 英[pəˈtenʃl]
adj. 潜在的；可能的 n. 潜力；潜能 n. 电位；电势
extraordinary [高考]
美[ɪkˈstrɔːrdəneri] | 英[ɪkˈstrɔːdnri]
adj. 非凡的；特别的；特派的
authentic [高考]
美[ɔːˈθentɪk] | 英[ɔːˈθentɪk]
adj. 真正的；真实的；可信的；可靠的
in person [高考]
美[ɪn 'pɜːrsn] | 英[ɪn 'pɜːsn]
亲自
further [高考]
美[ˈfɜːrðər] | 英[ˈfɜːðə(r)]
adv. 更远地，再往前地；进一步；此外，而且 adj. 更多的，进一步的；（距离上）更远的，较远的 v. 促进，推进
arena [高考]
美[əˈriːnə] | 英[əˈriːnə]
n. 竞技场
blend [高考]
美[blend] | 英[blend]
v. 混合 n. 混合物
hybrid [高考]
美[ˈhaɪbrɪd] | 英[ˈhaɪbrɪd]
n. 混合物；杂种；混血儿 adj. 杂种的；混合的
sophisticated [高考]
美[səˈfɪstɪkeɪtɪd] | 英[səˈfɪstɪkeɪtɪd]
adj. 老练的；精密的；复杂的；久经世故的
spectacular [高考]
美[spekˈtækjələr] | 英[spekˈtækjələ(r)]
adj. 壮观的；令人惊叹的 n. 壮观；豪华节目
strictly [四级]
美[ˈstrɪktli] | 英[ˈstrɪktli]
adv. 严格地；完全地
high-tech [四级]
美[ˌhaɪ ˈtek] | 英[ˌhaɪ ˈtek]
n. 高科技 adj. 高科技的
tech [四级]
美[tek] | 英[tek]
n. 技术学校；技术；技术人员
economics [四级]
美[ˌiːkəˈnɑːmɪks , ˌekəˈnɑːmɪks] | 英[ˌiːkəˈnɒmɪks , ˌekəˈnɒmɪks]
n. 经济学
sensation [六级]
美[senˈseɪʃn] | 英[senˈseɪʃn]
n. 感觉；轰动；激动；知觉
provided [专四]
美[prəˈvaɪdɪd] | 英[prəˈvaɪdɪd]
conj. 假如；若是 adj. 预备好的；提供的
fell [专四]
美[fel] | 英[fel]
vt. 砍伐；击倒 n. 丘原；沼泽地 adj. 凶残的；毁灭性的
according [专四]
美[ə'kɔrdɪŋ] | 英[ə'kɔːdɪŋ]
adj. 相符的；相应的；一致的 v. 给予；符合，一致；正式协议（accord的现在分词）
quartet [专八]
美[kwɔrˈtet] | 英[kwɔ:ˈtet]
n. 四重奏
impromptu [专八]
美[ɪmˈprɑːmptuː] | 英[ɪmˈprɒmptjuː]
adj. 即兴的，即席的，无准备的 n. 即兴曲（尤指独奏）；即席演出；即席之作；即席演说 adv. 即兴地，无准备地
重点讲解
The profitable rise of the work-from-home rock star
居家办公摇滚明星的盈利性崛起
take to
1. 去到或进入（某个地方）
（英文释义：to go to or into (a place)）
【例】Thousands of people took to the streets in protest.
成千上万的人走上街头抗议。
2. (短时间内) 喜欢上
（英文释义：If you take to someone or something, you like them, especially after knowing them or thinking about them for only a short time.）
【例】I took to John immediately.
我立刻喜欢上了约翰。
3. 养成…的习惯
（英文释义：If you take to doing something, you begin to do it as a regular habit.）
【例】They haven't taken well to the new schedule.
他们没有很好地适应新的时间表。
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. Or do they?
周四晚上，灯光低垂，史上最成功的音乐团体之一——阿巴乐队的四名成员在阔别舞台将近40载后首次登台。果真是这样吗？
take to
1. 去到或进入（某个地方）
（英文释义：to go to or into (a place)）
【例】Thousands of people took to the streets in protest.
成千上万的人走上街头抗议。
2. (短时间内) 喜欢上
（英文释义：If you take to someone or something, you like them, especially after knowing them or thinking about them for only a short time.）
【例】I took to John immediately.
我立刻喜欢上了约翰。
3. 养成…的习惯
（英文释义：If you take to doing something, you begin to do it as a regular habit.）
【例】They haven't taken well to the new schedule.
他们没有很好地适应新的时间表。
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****.****
在伦敦东部一个专门搭建的剧场内，阿巴乐队的四名成员——阿格妮莎、比约恩、本尼和安妮·弗里德——再次出现在人群面前，看起来是那样真实，他们的亮片服饰和狼尾发型随着现场乐队的节拍摇摆。
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，这些歌手都是电脑合成的影像，参照的是他们1979年的模样，声音混合了他们近50年前的录音。
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.****
这个虚拟乐队"Abbatars"于5月26日举办了他们的第一场演唱会，他们每周将会演出7场，与此同时，真人乐队成员则待在家里收取版税。
Concertgoers got used to digital performances during the lockdowns of 2020-21, when in-person gigs were not possible. Since the relaxation of covid rules, people have returned to shows in person.
在2020到2021年的封锁期间，现场演出是不可能的事情，音乐会观众也已经习惯了线上表演的形式。自从新冠相关政策放宽后，人们又重新回归现场观看演出。
roar back 重振旗鼓，卷土重来
（英文释义：To have great success after a period of lackluster performance; make a dramatic recovery）
【例】In the second half Leeds came roaring back with two goals in five minutes.
下半场利兹队卷土重来，在5分钟内进了两个球。
here to stay 被普遍接受，已被广泛使用；已为大多数人所接受
（英文释义：If you say that something is here to stay, you mean that people have accepted it and it has become a part of everyday life.）
【例】Processed food is here to stay, so we need to make it as healthy as possible.
加工食品已经被大众接受，所以我们需要尽可能让它健康一些。
But even as live music roars back, some digital innovations are here to stay. Selling tickets to online video-streams of live gigs has become standard. Online gaming platforms are experimenting with hybrid music-gaming experiences.
但是，即便现场音乐卷土重来，一些线上形式的创新还是会普遍存在。销售现场演出的线上视频直播门票已经得到广泛认可。线上游戏平台正在尝试混合音乐游戏的体验。
roar back 重振旗鼓，卷土重来
（英文释义：To have great success after a period of lackluster performance; make a dramatic recovery）
【例】In the second half Leeds came roaring back with two goals in five minutes.
下半场利兹队卷土重来，在5分钟内进了两个球。
here to stay 被普遍接受，已被广泛使用；已为大多数人所接受
（英文释义：If you say that something is here to stay, you mean that people have accepted it and it has become a part of everyday life.）
【例】Processed food is here to stay, so we need to make it as healthy as possible.
加工食品已经被大众接受，所以我们需要尽可能让它健康一些。
Musicians are realising that, pandemic or not, there is money to be made in performing gigs without being physically in front of the audience. ABBA's extraordinary new show, "Voyage", goes even further.
音乐家们意识到，不论是否有疫情，他们都可以在不亲自露面的情况下赚到钱。阿巴乐队非凡的新演出《航海》则走得更远。
go further 走得更远，更进一步
（英文释义： To make a bolder statement about something being discussed；to say or do something more extreme）
【例】To have a better comparison, we need to go further and address such issues as repairs and insurance.
为了有一个更好的比较，我们需要更深入一步谈谈诸如维修和保险等问题。
It demonstrates the potential for a new category of event that is at once in-person and virtual. ABBA's reanimation took six years and cost 140m pounds ($175m), a third of which went on the high-tech London stadium.
它展示了一种新型活动的潜力，这种活动既是面对面的，也是虚拟的。阿巴乐队的回归用了六年时间，花费了1.4亿英镑（1.75亿美元），其中三分之一投在了高科技的伦敦体育场。
bring (sth) to life 使...复苏／生动／有趣
（英文释义：to make (something) very interesting, appealing, or exciting）
【例】She brings history to life with her books.
她用自己的书让历史变得生动了起来。
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.
在斯德哥尔摩的一个舞台上，乐队成员花了五个星期的时间在工业光魔公司操作的160台摄像机前表演，工业光魔公司是一家视觉效果公司，此前曾让《绝地武士》和《复仇者联盟》（的画面）栩栩如生。
bring (sth) to life 使...复苏／生动／有趣
（英文释义：to make (something) very interesting, appealing, or exciting）
【例】She brings history to life with her books.
她用自己的书让历史变得生动了起来。
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").
他们重焕活力的虚拟影像真实得可怕：他们会跳舞、摇摆、在歌曲间歇与观众打趣（虚拟的本尼坚称自己是真实的："我只是保养得好而已"）。
suspend one’s belief 放下怀疑，相信（原本不可能的）某事
（英文释义：to allow oneself to believe things that cannot be true）
【例】If you want to enjoy this story, you have to suspend your disbelief.
如果你想享受这个故事，就必须暂时放下你的怀疑。
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.
在首演当晚，包括瑞典国王和王后在内的观众都放下了他们的怀疑，不自觉地为这个严格来说空荡荡的舞台欢呼鼓掌。
suspend one’s belief 放下怀疑，相信（原本不可能的）某事
（英文释义：to allow oneself to believe things that cannot be true）
【例】If you want to enjoy this story, you have to suspend your disbelief.
如果你想享受这个故事，就必须暂时放下你的怀疑。
Most high-tech concerts are nothing like as sophisticated as the ABBA show. But basic digital services are changing the economics of even ordinary gigs. In the early days of lockdown, singers live-streamed impromptu concerts from their bedrooms on online video platforms such as Twitch.
大多数高科技演唱会完全没有阿巴乐队演唱会那样复杂，但基础数字服务甚至正在改变普通演唱会的经济状况。在封锁初期，歌手们通过Twitch等线上视频平台在他们的卧室里直播即兴演唱会。
the likes of 像...这样的人（东西）
（英文释义：You can talk about the likes of someone or something to refer to people or things of a particular type.）
【例】You don't want to bother yourself arguing with the likes of him.
别跟他一般见识。
spring up 冒出，涌出；迅速出现，突然兴起
（英文释义：If something springs up, it suddenly appears or begins to exist.）
【例】New theatres and arts centres sprang up all over the country.
新的剧院和艺术中心在全国雨后春笋般涌现出来。
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.
他们很快意识到，与网飞这样的公司争夺屏幕时间时，"你需要让（你的演出）尽可能像最新上映的大片一样具有影感、引人入胜，"Driift公司的里克·萨尔蒙说。Driift是2020年兴起的几家帮助音乐人直播专业演出的公司之一。
the likes of 像...这样的人（东西）
（英文释义：You can talk about the likes of someone or something to refer to people or things of a particular type.）
【例】You don't want to bother yourself arguing with the likes of him.
别跟他一般见识。
spring up 冒出，涌出；迅速出现，突然兴起
（英文释义：If something springs up, it suddenly appears or begins to exist.）
【例】New theatres and arts centres sprang up all over the country.
新的剧院和艺术中心在全国雨后春笋般涌现出来。
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****.****
数据分析公司MIDiA Research的塔蒂亚娜·西里萨诺表示，随着演出效果臻于完美，他们的收费也越来越高：在2020年4月，只有大约1%的现场直播演唱会收费，18个月后，将近一半的演唱会都要收费了，每张票平均价格为16美元。
The number**** of**** live**** streams fell**** by**** about half**** last**** year****,**** as**** life**** got back**** to**** normal****.**** But acts**** have**** continued to**** make**** money from**** online**** gigs****--and**** they**** expect**** to**** make**** more****.****
随着生活恢复正常，去年的直播数量减少了一半左右。但表演者们继续通过线上演唱会赚钱——而且希望赚得更多。
In March BTS, a Korean pop sensation, streamed a concert for 2.4m paying viewers online and in cinemas. By 2028, according to MIDiA, live-streamed concerts will generate $4bn-5bn a year, more than at the height of the pandemic.
今年3月，韩流天团BTS（防弹少年团）通过网络和影院为240万付费观众直播了一场演唱会。MIDiA的数据显示，到2028年，现场直播演唱会每年将产生40亿至50亿美元的收入，超过疫情巅峰时期。
deal with
1. 处理
（英文释义：to take action to do something, especially to solve a problem）
【例】The administration must now deal with the problem of high unemployment.
政府现在必须解决高失业率的问题。
2. 克服（坏情绪）
（英文释义：to accept and control a difficult emotional situation so that you can start to live a normal life again despite it）
【例】She saw a psychiatrist who used hypnotism to help her deal with her fear.
她去看了精神病医师，医生用催眠治疗帮助她克服恐惧心理。
3. 与…有商业关系；打交道
【例】When I worked in Florida I dealt with tourists all the time.
我在佛罗里达州工作时一直和游客打交道。
Last year Live Nation, the biggest live-entertainment company, acquired Veeps, a live-streaming startup. Spotify and Deezer, subscription music services, have both done deals with Driift.
去年，最大的直播娱乐公司Live Nation收购了直播初创公司Veeps。订阅音乐服务平台Spotify和Deezer都与Driift达成了交易。
deal with
1. 处理
（英文释义：to take action to do something, especially to solve a problem）
【例】The administration must now deal with the problem of high unemployment.
政府现在必须解决高失业率的问题。
2. 克服（坏情绪）
（英文释义：to accept and control a difficult emotional situation so that you can start to live a normal life again despite it）
【例】She saw a psychiatrist who used hypnotism to help her deal with her fear.
她去看了精神病医师，医生用催眠治疗帮助她克服恐惧心理。
3. 与…有商业关系；打交道
【例】When I worked in Florida I dealt with tourists all the time.
我在佛罗里达州工作时一直和游客打交道。
课后练习
According to the text, ABBA’s show on Thursday ____.
A. marked the band’s return to the stage after 40 years
B. impressed the audience with newly-released music
C. did not involve the physical presence of band members
D. revised some of the band’s songs from 50 years ago
How does the pandemic change concerts?
A. Musicians start to pay more attention to royalties.
B. Concertgoers gradually lose interest in live music.
C. Digital technology brings new forms to concerts.
D. Ticket sales of live concerts are declining.
Which of the following statements is true about "Voyage"?
A. It has proved to be a huge commercial success.
B. It is expected to be presented across the country.
C. It is inspired by the visual effects of movies.
D. It has little difference from a real live show.
According to Ric Salmon, ____.
A. the singers should express their true feelings through music
B. the gig shows should be visually impressive to attract audience
C. the music industry could learn from the success of Netflix
D. innovation and technology could be as significant as talent