Written by 丨 Chen Tong
Edited 丨
Interpretation of the Entertainment Value Officer:
id:wenyujiazhiguan
Da Zhang Wei, Shi Lu and Zi Jian collaborated on the song "Silly Bar", Tan Weiwei and the Face Band sang "Battle Song", Wu Qingfeng performed his new song "Babel Tower Celebration", Ouyang Nana and the New Pants Band cooperated in the song "After Party", and Li Yuchun and Zhang Yadong sang their new song "Wow". What's more, Park Shu, who sang at the beginning, said after singing: "It's time, I have to go home and sleep." ”
The wonderful combination of different musicians witnessed the birth of the hot5 seat together in the "Summer Music Party" last Saturday night, which ended the 2019 blockbuster original music variety show "Summer of the Band" produced by iQiyi.
Of course, everyone must have a band in their hearts that they feel is the strongest. And the competition has been carried out until now, the result and ranking are no longer important, no matter how good the accompaniment finally ends, the last program is not only a farewell to the summer, but also an explanation to the band and fans, although the summer is over, but the music has always existed.
More importantly, this summer, the fate of a group of good bands has changed because of this show, from lack of popularity to hard-to-find tickets for the show. Turning the clock back a decade, it's hard to believe that rock bands and indie musicians will make it to a variety show and end up in the loop.
As Peng Lei, the lead singer of the new pants band, said emotionally on the show: "I thought the band had broken the 'incense', but I didn't expect it to be so strong." I feel like this show can take the band into the future. "'Summer of the Band' breaks the circle of niche music and explores the commercialization of the band, and after the end of the summer and the end of the show, it is still worth combing and remembering."
"Summer of the Band" was on fire for a summer
The closing battle of "Summer of the Band" is more like a musical carnival party.
The most impressive scene is that when Park Shu took the stage, a fan on the stage excitedly shouted "I love you, Park Shu!" Then Park Shu responded with a smile: "Thank you, there is no better word than love." ”
At that moment, my tears were almost flowing, and the joy and reluctance of the fans, the comfort and strength brought by the music, all melted in this short dialogue.
Because of this variety show, this summer has become extraordinary, "Summer of the Band" has allowed many people to see that there is such a great music in China, there are so many bands in China, and there are so many interesting and cute people playing bands in China.
However, for viewers who have been chasing the show since the first issue, many people should remember that "Summer of the Band" was not optimistic at the beginning. After the first program was broadcast, many people on the Internet complained about Ma Dong's "pretending to be stupid" awkward chat and Gao Xiaosong's "high on top" style of chatter, and the setting of the "super music fan group" also diluted the memory point brought by the band's performance to the audience to a certain extent. But as the show progressed, the production team made adjustments to the editing based on audience feedback, and 31 distinctive bands began to burst into energy on stage.
Programs that are getting better are starting to become harvesters of traffic and word of mouth. The Douban score of the program has gradually risen from the initial 7.2 points to the current 8.7 points. The peak of the WeChat index exceeded 2.07 million, the peak of the Weibo index exceeded 5.4 million, and the peak of the Baidu index exceeded 17.973 million, ranking first on the Baidu variety chart several times.
As of the 12th broadcast, "Summer of the Band" has won a total of 366 hot search lists on the whole network. Among them, 69 weibo hot searches, such as #Peng Lei spit that Li Shi is an online artist#, #Turtle invited Xue Kaiqi#, #Ouyang Nana penicillin # have successively appeared on Weibo hot search top 1. For example, Douyin released a total of 199 program-related videos, with a total of more than 200 million plays, of which the song "Ma Ma Tu Tu Tuk Ride" played 1292w+, the number of likes exceeded 41.4w+, and the number of comments reached 9081.
With the rise in the popularity of the show, rock and bands have also come out of the circle. In the show, the band performed a number of golden songs, such as "Don't Bully The Poor Boy", "Goodbye Jack", "Life Is Hot Because of You" and so on, which continued to dominate the charts, and there were countless heart-to-heart music reviews under each golden song.
In the past, the band of "cold in the high place" also broke the sky and had the same treatment as the flow of small fresh meat, the fans soared, and the support will mushroom. The number of weibo fans in the new pants has exceeded one million, click #15 the performance fee has risen nearly ten times, and the sales of the three major pieces in the piano shop next to the university have risen gratifyingly...
The band that mentions the rice circle and dominates the hot search has become the object of exclusive interviews by the people's daily, guangming daily, gq report, sanlian life weekly and other media, and the Beijing News has launched eight editions of blockbuster topics to affirm the value of the program. After sitting on the cold bench for many years, they occupied the c position in the mainstream media almost overnight.
For bands and music, this summer really hasn't been too long.
The popularity of niche bands breaks through
In the past, independent music often spread only in specific circles, and if niche cultures want to achieve the explosion of traffic and popularity, they must break through the circle layers and carry out popular breakthroughs.
All along, independent music has often developed only in a relatively marginal and niche circle, but if it does not collide with mainstream music forms, it is difficult to gain a wider influence if it is only in a small circle. From the perspective of ordinary audiences, this time, the reason why "Summer of the Band" detonated the whole summer and let the public get the charm and value of niche music is mainly to find a breakthrough in the format and emotion.
The show divides the audience into mass fans, professional fans and super fans, each with a different number of votes, and finally ranks the band according to the number of votes. Among them, the existence of super music fans is a highlight of the show, they watch the performance, ask questions to the band, learn about the band culture with the audience, and avoid the show becoming a routine of professional music competitions.
In such a setting, the audience saw the plot and suspense of the transition, the value officer's favorite new pants and hedgehogs, which persisted until hot 5, of course, the crossover goddess's cooperation with cindy in the sunshine group was once hanging in the balance, making people sweat. It's a pity that the mirror was eliminated too early, but the adaptation of "Blossoming Life" is indeed better than the new pants of "Hanabi", and it should be convincing to lose.
However, although the competition mechanism is introduced, the competition is more often just a way, the purpose is to show these bands to everyone, let you know them, the ranking is really not important, which band you originally liked or liked, for other bands may also turn to fans.
Emotionally, the hardships of each band along the way, the enthusiasm and dedication to music are very moving. At the beginning, the audience may discuss the music itself, and then more and more people are used to discussing the people behind the melody, and the vivid faces stand out from behind each piece of music, or real, or innocent, or cute, or cool, each one is unique.
In such a silent emotional output, many people have a new understanding of the band like the value officer, it turns out that not every band has to play rock, but also sing very noisy music, the original music can be so diverse and charming. Before that, the value officer's cognition of the band was still stuck in the era of the magic rock three masters, and now the more I know, the more I find that in addition to Jay Chou and Jolin Tsai, the band with multiple musical styles is originally so interesting and good.
The fermentation process of the whole show, there are many "tap water" fans like the value officer, one person slowly joined in, slowly rising, "Summer of the Band" allows independent music to have more young listeners, while leveraging the larger young consumer market, which is actually the process of "breaking the circle".
The band's spring has only just begun
Before the "Summer of the Band" "out of the circle", the survival state of the independent band must be known to many people. Many people are accustomed to using the mysterious and bitter "rock spirit" to look at, and extend the view that those who engage in rock and roll are poor, those who sing folk songs are sour, and independent musicians should be not famous.
The survival of independent bands is difficult, in Peng Lei's words, from young handsome guys to middle age, they are still very ordinary, society and people's attention to the band is still far from enough, the band's musical form is paid too low, the first problem is how to solve the survival problem of the band.
Mr. Miss's Liu Lian works in an advertising agency, before relying on music alone she can not support herself, the show she is very frank, said that we must cherish this opportunity, can play more than one more, because this show has too many people to pay attention to, there is a huge flow, this sounds like a very utilitarian, in fact very helpless.
This time, "Summer of the Band" made rock music out of the circle, and with the gradual expansion of the program's influence on the mass media, the participating bands achieved an increase in popularity and commercial value: more than 10 brands reached cooperation with the band.
Offline performances and music festivals are also invited, and the price of tickets for shows and album sales have increased simultaneously.
At the same time, the band also cooperated with major brands to develop peripherals, cross-border vlogs, and played well between fashion and commerce. After years of bitterness, these still insistent bands finally saw hope.
In fact, the relationship between "independence" and "commercialization" is not a binary opposition, moderate and reasonable commercialization is necessary for all art forms, there is a market, there is money to make, only more talents can enter the circle, in order to make a virtuous circle of niche music, and then give birth to more masterpieces. As Shen Lihui, CEO of Modern Sky, said: "The greatest music should be the music that sells for the most money, it should be the most commercial music, and the really good content should bring good value." ”
Of course, the recent glory of these bands comes more from the traffic effect brought by the show, and as the show ends, the heat and traffic will inevitably gradually fade, and whether those commercial explosions are just a flash in the pan still needs to be tested by time. The top priority is how to transform the traffic benefits brought by "Summer of the Band" into a complete commercial industry chain as soon as possible, and then expand more commercial gameplay of the band.
From this point of view, the band's spring has just begun, but far from the time of full explosion, the traffic effect brought by "Summer of the Band" has allowed the market to see the potential and appreciation space of independent music, and we will wait and see what to do next.
epilogue:
In 2006, Cui Jian said in the rock documentary "Rock and Roll Duoduo": "Chinese rock music is completely based on ideals to persist, I think it is unfair." In the film, he calls on the market to give the band more opportunities to perform. 13 years later, the original music variety show "Summer of the Band", produced by iQiyi and co-produced by Mi Wei, has taken the first step, although the long march is long, but after all, people see hope. The first season of the show really needs the support of a large number of mature bands, and first establish the reputation and status of the show. The value officer hopes that the second season of the show can free its hands and feet and discover more dark horses and young bands, which is actually good for continuing the popularity of the show and further exploring the logic of independent music commercialization.
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