From Goofy Gags to Polished Performances: Group Streams Redefining Expectations

The term “group streaming” often conjures images of suggestive content and attention-grabbing antics. However, after two years of rapid evolution, group streaming is quickly becoming a legitimate and structured industry. Many professionals are finding new career opportunities within these platforms. The complex division of labor within group streaming attracts diverse talent, including individuals with backgrounds in operations, content creation, talent management, hosting, costume design, dance, and lighting.

Shadow, a former member of a performance troupe for seven years, transitioned to a leading group streaming company in 2024. Initially, he, too, believed that group streaming revolved around simplistic dances, and exaggerated humor to gain traction. However, his initial experiences in the field quickly challenged his preconceived notions.

Shadow in a group streaming session

Shadow discovered the meticulous and professional approach his company took to each livestream’s stage production. His fellow performers and choreographers shared similarly impressive backgrounds: graduates of prestigious dance academies, alumni of modern dance companies, recipients of European scholarships, and winners of national competitions. The members, specializing in modern, folk, and classical dance, dedicated countless hours to rehearsals with their instructors, becoming deeply familiar with each other’s unique movement styles. Shadow collaborated with his peers to refine individual leaps, selecting the most complementary style to create a cohesive and unique group performance.

The human capital invested in a single group stream is not insignificant. Each afternoon, during rehearsals at the studio, the streamers would take turns ordering iced Americanos for the on-site staff. Through this routine, Shadow learned the names of the 21 individuals directly involved in each broadcast: operations, content, talent management, hosting, wardrobe, dance, lighting – each referred to as a “teacher” in their respective field, working diligently to prepare for the evening’s stream.

Group streaming provided Shadow with a sense of purpose beyond his expectations. He was still dancing within a group, but now had a focused lens on his performance, no longer blending into the background of the troupe. His condition, challenges, and progress were all visible to the audience, providing him with immediate feedback.

The only downside, he concedes, is the demanding schedule which limits time with his family. Recently, his mother visited him from their hometown, yet they only shared less than half an hour each day before he left for work. He admitted he would avoid engaging her in conversations around his streaming. However, he later learned that she and other family members were secretly watching his streams.

Nick performing in a group streaming session

Nick, another streamer at the same company as Shadow, echoes these sentiments. Spending much of his childhood in Paris, and struggling with language, Nick developed an introverted personality. Dancing became a sanctuary of solitude and a passion. In the last six months of his time in Paris, he joined a European dance company with 500,000 followers, ranking it among the top five in Europe.

In 2023, Nick returned to his home country with his parents and continued to pursue dance. Initially, he taught at a dance studio, later being recruited by the group streaming company as a dance instructor. By the second half of 2024, Nick began his on-screen career. He was impressed by the team’s dedication and professionalism. Every aspect of Nick’s on-screen appearance undergoes a complex and thorough review by various departments within the company: deciding on the optimal hair color, coordinating eyeshadow and eyebrow tones, and even deliberating the strategic placement of beauty spots.

He also recognizes the sheer amount of effort expended behind the scenes. He noticed that the group stream hosts always had throat lozenges on their desks. At first, Nick’s streaming group had five hosts, eventually narrowing down to the two most attuned to the group streaming style – masters of pacing and engagement during the livestreams.

The agencies spare no effort in helping each streamer maximize their potential. During a conversation with the content director, Nick revealed that he had studied mathematics and statistics at the Sorbonne and had also worked as a chef for his family’s restaurant. The agency promptly promoted these facets of his history, helping fans connect with him on a deeper level. Now, during each stream, fans frequently request, “Nick, can you say a few words in French?”

Qiqi gaining fans through traditional Chinese dance

The “suggestive content” allegations tend to be more prominently associated with female group streamers. However, with increasing platform regulation, the often-uncontrolled growth of group streaming is rapidly trending towards formalization. Qiqi, a classical dance graduate from Shenyang Conservatory of Music, now works for “Dream Records,” a group streaming firm specializing in traditional Chinese dance. Prior to joining the company, she noticed the increasingly rigorous platform restrictions on content that she herself had previously found objectionable.

After beginning her broadcasts, Qiqi’s classical Chinese dance gained her many devoted fans. One month after her broadcast began, Qiqi and other members began interacting with fans in a dedicated group fan chat. Fans frequently shared traditional Chinese songs in the group, hoping that Qiqi and her peers would choreograph new performances. Each day, Qiqi spends an additional thirty minutes personally thanking around twenty fans who had sent her gifts. Without needing any encouragement, those fans urge her to quickly return to rehearsing and innovating.

Having performed on national television and in livestreams, Qiqi prefers the latter. For group performances or individual competitions, she would spend months preparing to perform one dance, of a single style. However, each livestream offers Qiqi a lot more decision making. She choreographs her dances based on her own preferences, demonstrates them to the creative team, and actively seeks approval. This freedom of exploration and experimentation is a key attraction for other dancers entering into the group streaming world.

From Shadow’s excitement at being seen on camera, to Nick’s use of dance to break down social barriers, to Qiqi’s newfound creative freedom on a traditional platform – group streaming is no longer the stereotype it once was. It features professional teams, can place a spotlight on talent, and cultivate genuine fan engagement. Simultaneously, with serious effort from streaming platforms, the unseemly reputation of group streaming has been effectively suppressed. More and more talents are joining the group streaming industry.