For a long time, the eyes of the film and television market have often focused on the famous gods and head IP, but as a leading platform for domestic original IP incubation, NetEase Literature has always believed that a sustainable IP ecology is inseparable from the innovation of original authors and original works. On January 6, NetEase Literature attended the third Orange Melon Think Tank Forum, conducted the 2019 IP promotion roadshow with the theme of "New Life , Positive Energy", introduced a series of new authors and works signed by the platform on the spot, and announced for the first time a new content strategy and plan for NetEase Literature for the beginning of 2019, so that more industry eyes focused on some powerful new authors and their new works for innovation and change.
A freshman author who shows a new character in the new era
Different from the previous promotion activities, the protagonists of this NetEase Literature IP promotion are mainly new generation authors and their works, and most of the creative experience of these authors is 3-10 years, and there have been more than one representative work. Some of them have just found a creative style they are good at, some have begun to try new themes and genres, some have just experienced the experience of "good story training camp", and some people have just ushered in the first incubation of their IP. In the view of NetEase Literature, as representatives of the new creative force, they deserve to be paid attention to and supported by more people; and the support of the outside world will also promote the growth of them and their works, and ultimately feed back the entire original IP ecology.
It is worth noting that in the "new force" authors and works re-promoted by NetEase Literature, they have shown the positive energy of the new era, which also makes their works particularly popular in the film and television market. For example, in this promotion, the "Love Initialization" created by Xiaoyue, a contracted author of NetEase Literature, is a rare work that focuses on the topic of "anxiety" of middle-class families, and by returning to the 16-year-old protagonist to re-examine topics such as high-frequency elite education and family development in the middle class, while truly describing the emotional life of modern middle-class couples, it also cures this social "anxiety" with a young initial heart.
There are also some authors who dare to actively try out unpopular themes, and the competitive theme work "Ice Front Showdown" brought by anti-bone crows will focus on short track speed skating, a less concerned winter sport. Set against the backdrop of the upcoming 2022 Beijing Winter Olympics, the work jumps out of the traditional sports theme of brainless love and tells the story of an injured and fallen genius who returns to the field with the help of family and friendship to win the championship. In the view of industry experts, short-track speed skating is not only the traditional advantage of the Chinese Winter Olympics, but also has a good national emotional foundation, coupled with the increasingly approaching 2022 Beijing Winter Olympics plot, this work is expected to become a "dark horse" IP that the public and the industry are concerned about in the near future.
Adhere to the main line, the realistic theme ushered in upgrading and innovation
Reality theme has always been the focus of NetEase literature to explore and recommend the field, in this recommended works there is no lack of highlights and masterpieces, especially in recent years, netease literature signed some of the god writers, continue to contribute to the upgrading and innovation of realistic themes, while carrying forward the red main theme, but also write their own and ordinary people's new style.
The new work "Makeup Removal" brought by Cang Mingshui, the author who created "Glory of the Tang Dynasty", is such a work that writes new ideas about historical reality. As a work that reflects the history of the War of Resistance Against Japanese Aggression, "Makeup Removal" not only fills the gap of the lack of female perspective in the spy war theme, but also breaks the cliché of rarely seeing women grow up in the big heroine theme and sticking to the Mary Sue plot. Similarly, the well-known writers and screenwriters who just published their new work "Red Sun" on NetEase Cloud Reading in November were there. Following the popularity of "Battle Changsha" on the Internet, it continues the "oral history" style that he is good at, reflecting the truth and thickness of the big era through the feelings and feelings of ordinary small people, and once again bringing the public a folk epic from the War of Resistance to Liberation.
Kohashi Laoshu, a well-known writer who has created many realistic novels, has also brought his own innovative work , "Save My Life", which focuses on the new perspective of "the relationship between father and son of a Chinese-style family", and describes the touching story of a writer father who was once full of vigor but lost his mind in middle age, after experiencing a series of tests such as extreme weight loss, liver cutting to save his son, and tenacious transformation, so that the original shaky family was reborn. The friction and confrontation between father and son presented in the story, the opposition to the fusion, just like the story of every family around us, is deeply moving.
The innovation of the theme is also reflected in the suspense reasoning field in which NetEase Literature has concentrated recently. For example, the new work "Dream Murder", as a new angle of criminal investigation theme work, breaks the recent various criminal investigation theme routines. Through the introduction of the original crime-solving skill: the electric synapse effect, the dream and reasoning are perfectly combined. This work has just been adapted into a social reasoning game by NetEase and a well-known domestic social reasoning game platform script killing APP, which further innovates the ip development and linkage model.
Women grow up, and a hundred flowers bloom without being sweet and spoiling ancient and modern
The Women's Growth Studio, established in 2018, has brought many good works after nearly half a year of precipitation. Following the female frequency god Jiulu Feixiang's "Driving Demon" created the ancient sweet pet romance boom, the well-known post-90s writer Bai Luwei, who has published 14 books in the five years, has also received great attention, which tells an "atypical" human demon love fantasy theme, through the emotional entanglement of the human world county order and the demon world treasurer, bringing to all readers a different story of the pursuit and waiting in the past life and this life.
In terms of urban romance themes, the sweet pet work "Make a Wish" brought by Zhejiang beauty writer Wang Qiaolin is a work that has attracted more attention recently, in addition to the protagonist settings of "sugar women" and "salt men", as well as the characteristics of traditional Chinese cuisine, the work focuses on the heroine's work scenes, social relations, hobbies and hobbies, showing the characteristics of women's strong growth. Similar breakthroughs also occurred in Qixing's works "Red Bean Degrees" and "Days And Heavy". As a cutting-edge and super popular writer who has grown and discovered by the NetEase literature platform, Seven Star also runs through several new works the qualities of strength and independence unique to women in the new era.
IP incubation, NetEase Literature adheres to the positive energy of good stories
In the IP promotion of NetEase Literature, there are many authors and works worth recommending, but as the relevant person in charge of NetEase Literature said at the scene: a good story is the core of NetEase Literature's continuous pursuit. What makes a good story? In addition to focusing on realistic themes and the growth of characters, conveying a positive energy to readers and society is also an indispensable element of a good story.
Therefore, whether it is the real anxiety in "Love Initialization", or the dispute between good and evil in "Datang Bad Division", whether it is the crime solving in "Dream Hunt", or the honor competition in "Ice Front Showdown", they will eventually give readers the transmission of feelings and ideas in the form of positive energy, prompting readers to pay attention to the bits and pieces of life and promote their own growth.
Fan Shaoqing, general manager of NetEase Literature and Comics Division, once said: In the development process of NetEase Literature, in addition to the opening and linkage of internal ecology, external business expansion has always been the focus of NetEase Literature. Exploring and recommending more potential authors and works, and deeply participating in cooperation with major film and television drama production companies, is the direction of NetEase Literature's unremitting efforts in the future. Through internal and external alliances, the formation of a full copyright ecological strategy of film and television, animation, games and so on with literary IP as the source, the realization of all scenes with all media, and the expansion of the influence of works from the online platform to the whole platform will also be the long-term goal of NetEase Literature in the future.