Since the COVID-19 pandemic, online concerts have gradually evolved from a temporary solution to the suspension of live performances into a normalized form of musical presentation, gaining increasing significance in both cultural dissemination and commercial operations. This paper focuses on the transformation of business models for online concerts of traditional Chinese instrumental music in the post-pandemic era. Drawing on media ecology theory and the perspective of the digital cultural industry, the study explores how technological media, platform strategies, and audience interaction have reshaped performance practices and cultural transmission mechanisms. Through qualitative analysis of selected cases, the research reveals that online performances not only expand the space for artistic access and public participation but also facilitate cultural identity construction and cross-cultural communication. However, challenges such as platform dependency, content homogenization, and unclear monetization models remain pressing. This study argues that achieving sustainable development in online concerts of traditional instrumental music requires a balance between artistic quality, technological innovation, and audience engagement. It further proposes theoretical insights and practical suggestions to support the long-term growth of traditional Chinese music in the digital age.
A Sun, study studied this question.