Aiqiyi Che Chee talks about the success of star-making in the era of network integration

Sina entertainment newsletter Iqiyi Che Chee published a speech entitled "Matrix era". "The reason why there are hip hop players in China is that I and the producers finally reach a consensus - it's not necessary to be a hip hop, not to be a hip hop." He thinks it's adventurous to try other people's roads and try to find a niche. The categories became the road for the general public, and the explosives were dug up. The end result “rewards” people who dare to innovate.

He also shared the experience of doing explosive shows: "It was the martyrs who were early, and the explosion was on the step, and the flow was on the late." He also mentioned Weibo's role in promoting "China's Hip-Hop". "Weibo helped us to achieve the nonlinear operation of the network. Players also completed the transition from starring to star through programming and microblogging." There are two kinds of “not optimistic” before doing “China Hip Hop”. The first is that business is not optimistic. Many commercial customers think hip hop is a kind of niche that cannot be understood; the other is that the industry is not optimistic, after all, theory and reality. There is a gap between the "Football Heroes". Che Che expressed that he will continue to explore the public exports of minority groups, including the second-dimensional culture. He is also very optimistic.

Che Che is also frank, although it comes to the Weibo V Impact Summit, but this is definitely not just a good one. “Weibo has helped us very much, because Weibo really helped us to achieve a non-linear operation.” Variety shows are generally Linear operation, but the program's fermentation on Weibo has completely opened up the non-linear communication section. “This is Sina Weibo has brought us huge revenue, whether it is discussion or hot search,” because the opinions of netizens are on Weibo. Colliding with each other led to a surge in hip-hop fever. In addition, microblogging also achieved through a large number of online star power and media, large sound, helping hip-hop players to successfully call, making it faster and mainstream concern.

Che Che speech full text:

Thank you, the host, I don't think that Zhang Chang of Sina Entertainment should not run. In fact, I would like to participate in a forum. In fact, I would like to participate in the forum. I can share some ideas with all my friends, and then the forum becomes a speech. When I spoke, I gave a speech and talked about the content of the program. Later, when I came here today, I felt completely misunderstood. He said that when we talk about making stars in the age of network integration, I saw people who sat with me. Why did the stars make it? I said that the people around me are professionals who make stars. Therefore, this topic should be changed. In the era of star creation, this title can be changed because actually I think that the title of the star making itself in the era of the Internet There is a sense of methodology that is how we made the stars during the age of the Internet, but this is a super grand proposition. I feel that we have no way to accomplish it. We have changed to the model of the Times, that is, actually in this year's iQiyi, I and my little friend really did a portfolio of nets, and now it seems to be in line with this era. I think the word making stars put a batch of nobo this summer. Dy became somebody and became a group of artists recognized by the mainstream culture. Today, as a director, I share with you some thoughts about the program's running. There is nothing to do with the star-making. We can realize for ourselves, thank you.

"China has Hip-Hop", what a planned adventure, actually in today's December of 2017, we can think this adventure has succeeded, but actually go backwards in March of 2017, we are in any On the occasion, we were questioned by everyone in every corner. When we were questioned, we asked ourselves if we should do something. In essence, the management of Fantastic Art and our core team knew that this was not necessarily Successful things, adventures have the possibility of failure, and planned adventures are the risks we know to bear this risk. In fact, it is because I personally and my team have always believed in one sentence, which is the mass export of niche culture. This sentence is not what we said this year. Actually I haven’t come to iqiyi since 2016. I’m with my team. And the collaborators have been saying these words, that is, what kind of places can be born explosions. I think that explosions can only evolve from niche cultures to mass cultures. Individuals think that any kind of mass culture is once niche culture. Has our popular music ever been a niche culture? I was involved in a project called "Come on a Good Man". It should be one of the better television shows of the year. The good guys were born a lot. There are a lot of superstars in the ten years later, but actually when the good guys were working, we It has always been criticized. The criticism is whether the definition of a good man can be borne by these better-looking actor singers. At that time, the mainstream media actually gave us a lot of rhetoric, saying that the name of a good man should be such In fact, I personally think that “Come on a Good Man” is also the first group show of China's beautiful men. The concept of taking a beautiful man ten years ago was a niche culture. At that time, social cognition and mainstream media were for the beautiful male figure. This concept is not very recognized. Ten years later, we saw its development is very good. Actually, today, the aunt Aunt connected to see the handsome boy on the street will say that this is a little fresh meat, there is no question. Isn't it hard for us to produce beautiful male stars? It is easy to generate such explosions in the process of transforming sieve niche culture into mass culture.

Soon it was the martyrs who stepped on the explosions, and the lateness came on stream. This is very accurate. In 2016, I did a program. I did an electronic music program. I could produce 500 pages of analysis reports, telling everyone that electronic music is The future of Chinese pop music. How young people are pursuing this culture, like the world-class electronic music festival moving closer to China, is the life style that young Chinese people most want to enjoy. Based on this underlying logic, we believe that electronic music in China should be The next explosion in the music industry, so we have to do the export of the minority culture's mass culture, that is, the hero of the world. Electronic music is the future. Should we develop an electronic music program in China and let this thing step on this? Point, explosion models, we are also holding the explosion of the mentality to go, that section is too early, that is, martyrs, but to this day, I still think that electronic music is right, why the final love Ibizi choose to do this program? I believe many people have read the report. I told my producer (Chen Wei) that we put ourselves in the Huairou Hot Spring Hotel for a week and wanted to do what I wanted to do. At that time, Iqiyi was doing a super-net pick as a music class draft. For many programs, we chose to be an idol for pop music. We can also do some mixing with young people. Young people like electronic music, folk music and visual rock. What do you want to do? We have overturned countless proposals and cannot give us confidence. The reason for the final success of China's Hip-hop is that we have reached a consensus that doing hip-hop will not necessarily be done, but not doing hip-hop will not succeed. So we finally chose to do “China has Hip-Hop” The reason, there is a word I gave to my own blood, is not riskier than adventurous. Not risking is your chance to give up a new thing. This is the thinking process of our internal team. The actual result is still good. We have more than 2.7 billion, breaking a few records is the fastest record of China's pure net. The “China Hip-hop” gave us some returns in the real world. This kind of reward is to reward those who dare to innovate. We honored our commitment to the rise of hip hop this summer. This promise is to jump back and say that before we did “China has hip hop”, there were two kinds of disapprovals. The first one was not optimistic about business because it had always supported our customers. They thought that hip-hop music was not able to be Understanding the niche music categories, they feel that these things are not really good. When I talk to the customers about the niche culture, we must advance to the point of becoming explosives. They will say that I have done the "Heroes of Heroes." This is At one try, apart from being unlucky in business, we can understand that what was uncomfortable to our team at the time was that the industry was not optimistic because everyone in the industry was a person in the industry and they were elites in the industry. At that time, the circle of television was very small. It can be understood that the general director of these programs in China knows who everyone knows. When this news goes out, my good friend is worried about me. Call me and say you don’t want to do this program. Say this program will break you again. What to do, after all, I just went to love Fantastic Art. I said I want to do it again. I think this thing is right. I have many reasons to refute them. They said that you must be optimistic about hippop saying that the weight control is about 40 million. They said we have to take 200 million to do this. In the case of projects that are not promising in the industry and business, we can think that we are desperate to do this thing. To be honest, the only person who really supports this project is Gong Yu. He believes that this matter can be done, so In fact, we honored our commitment to the platform. In fact, we have no promise to the audience. We have fulfilled our promise to the boss and said that this thing should be possible. Later it was good.

I want to tell everyone about it. From underground non-mainstream to tyrants, it is really half a year's time, hip hop culture is not recognized from today until all of us want to link because hip-hop culture has become a hot spot. . Going back to what I said earlier, I have been firmly convinced that if the concept of this culture has been fully accepted in the market, it is fully recognized that the actual space for these people to operate is actually very small, which means that today we want to produce a beautiful male flower. How difficult is the type of entertainer, but why "China Hip-Hop" can produce so many hip-hop singers from afar to hip hop artists through a program, before this piece was completely undeveloped, and the popular export of niche culture was established. Regardless of the artist's or content's direction, based on this judgment, we love Qiyi will continue to develop youth culture in the street culture, my studio is (open), wrote before "China has hip hop," except for the street There is also hip-hop culture, I am optimistic about the electronic economy and the second element, especially the second element to try. In the case of these hip-hop singers, their lives were completely changed by “China’s Hip-Hop” events, including the first two days of our “Fanghua” movie being the main distorting sings of these people, including “Happy Camp” out of the picture. In the first network special event, our traditional media actually gave us a lot of help. The commercial part of the players was a collaboration with Spider-Man and Jingdong, and there was a night of iQiyi screaming the previous two days. I myself was Unhappily, our table hip-hop singers, there are (Huang Xu) late, (GAI) to go early, they explained to me that the late is to participate in Ouyang Jing's program, early to go to open their own concert I was relieved because this program changed these people. There is no point in talking about this matter today. I just want to share with you and think when we have not been verified correctly.

The second part is more important than the first part. Today is the Sina Micro Summit. Sina Weibo has helped us very much. Sina Weibo really helped us to achieve the nonlinear operation of the network. I know that we all started as a TV variety show. The TV variety show has a linear operating pattern, which is the second episode of the first episode after broadcast, and the third episode after which all our new cultures follow this. After the first episode is broadcast, your topic can be heated. Search, after the second episode, we did not know if we had noticed that this matter was completely broken in “China Hip Hop” and the linear broadcast logic was broken. At that time we were fouled for a long time. Because there was time between recording and broadcasting, there was a section of the finals recording that was broadcasted to all viewers. The audience saw the “China Hip Hop” semifinals through this live broadcast, and saw the fourth person, “China has The person of Hip-Hop was not yet resurrected on the aired program. This is like a bug but using Sina Weibo gives us huge profits. In fact, Sina Weibo’s discussion has created a kind of way for us. All people share their perceptions on social media. Their logical lines are different. These views form a collision and then hot search. This is a very exaggerated act.

When it comes to hot search, most of the time, Sina Weibo has ten. We have nine, and one of them is a recommendation. At that time, “China Hip-Hop” was a hot search. The things popularized by Sina Weibo not only promoted this program. The hip-hop culture itself has actually been promoted, because words like freestyle are professional vocabularies for hip hop culture, but they are now being promoted as popular vocabulary. There are some words such as flow. Actually Sina Weibo helps us to do whatever it is that no matter how fiery the show is, we must admit that these hip hop singers are not mainstream artists after all, but they use star to call the group in the form of 10,000 on Sina Weibo. With the seamless integration of mainstream stars, in fact, this matter has a great role in their process from being a star to a star. Because so many online stars help them to make calls, the audience's perception puts them in the same category. It is crucial for them to become stars. And the voice of our authoritative media is through Sina Weibo.

As they rose, they have risen by 20,850,000 powders. This is the top 70 and can be divided. The top six are up, and the PG ONE has gone up a lot. The top six can see them through Sina Weibo's upping powder. This transformation has been completed. These hip hop players will play very much. They interact on Weibo, PG ONE will send their own plans, interact with Fan Bingbing, including their live broadcasts. Actually, we love Fantastic Art has its own live broadcast software that is the start show. All the records are “China. There is a break in Hip-Hop. Sina Weibo’s gameplay is very good. At that time, our game system was voted. Sina Weibo’s official online voting line under the canvassing. Popular short videos and Sina’s Weibo stories. Especially hot spot. Therefore, in fact, Weibo’s voting includes products such as Weibo’s stories, which have had very good results for the entire network operation of “China Hip Hop”.

The new program we are going to do at the moment is called “The Hot Blood Dance Company.” In fact, we think that the youth culture will be a trend in the next three to five years. All hip-hop hip-hop events will be on the streets. Today’s star forum will be talked about. "The Hot Blood Dance Company" is actually an influential rapper in the United States. It is not in the dance world. I can't find the world's top choreographers. It is the choreographer of the top stars, and it is this degree. The group is bundled with the top dancers. One year after the end of the game, one year later, our top idols will cooperate with these dance groups in a real and effective manner. These stars will be the spokespersons of top dancers both online and offline. , propaganda ambassadors, and concerts together, within my imagination, this is the way to be able to turn their biggest artists, is tied with the top stars, we also have reason to believe that in the “bloody hip hop dance”, this batch was The dancers selected by the star are the most valuable commercial dance groups in China. We use this for a year. The next project met with you in March 2018. Why choose hip-hop is because of our culture. The "Red-blooded Hip-Hop Dance Troupe" is co-produced with Sina Weibo. I believe that with the help of Sina Weibo, "The Hot Blood Dance Company" will be like China's Hip-hop has become a pure network.

Finally, I told everyone that my understanding of the network is what many people asked me. The successful experience of “China Hip-hop” is traffic guidance, the mass export of niche culture, and the non-linear operation of social media. Thank you all.