In 2021, the entertainment industry has experienced a "big ups and downs" that have not been seen for many years:
1, about the circle of Internet celebrities: many Internet celebrities once they enter the public eye can not withstand consideration, 10 "good" can not withstand a wrong or false;
2, about the bad star: If you see a cockroach in the light, it means that the cockroaches in the dark are already crowded.
3, about film and television dramas: in this era, capital loves to dance with traffic and stars, but capital, traffic, and stars may not be able to produce word-of-mouth works.
If there are "forces" that plummet, they will inevitably grow "new forces."
Near the end of the year, the hottest Internet celebrity is the authentic farmer Zhang Classmate; the stars who burst into flames in 2021 can't be picked out, but there are many roles that are deeply rooted in the hearts of the people: Grandpa Yuan and Tu Youyou in "Meritorious Service", Splash in "Mountains and Seas", Lei Gong in "Changjin Lake", Zhou Yi in "On the Cliff"...
There is not a single traffic star, and the audience's aesthetic seems to have improved a lot.
The "big ups and downs" of the Internet celebrity circle: 88 Internet celebrities were banned + Li Ziqi stagnated + Zhang Classmate exploded
Many Internet celebrities cannot withstand consideration once they enter the public eye, and 10 "good" cannot withstand a mistake or a fake.
For example, Yin Shihang, an Internet celebrity who specializes in writing a "marriage proposal script" to cheat money.
Yin Shihang's accumulation of original fans relies on the positioning of "pocket president" + "novel-style love" daily life.
He is more than 1.5 meters tall and was ridiculed by netizens as "not as tall as Shandong green onions".
His video begins with a fierce love affair with his "ex-girlfriend" He Jingjing, to what extent? Parents have seen each other, and wedding photos have been taken.
However, half a year later, Yin Shihang suddenly announced that he and He Jingjing had broken up, and said that they would "officially announce" their new girlfriend in the live broadcast room.
The scene of "official announcement" is like a concubine, 4 girls sit together with red hijabs (it is said that there is also an ex-girlfriend He Jingjing), in the highlight moment of unveiling the fourth red hijab, fans were led to the live broadcast room with goods, Yin Shihang earned 8 million yuan in 1 hour.
In the next six months, Yin Shihang and his new girlfriend Tao Lulu scored and merged in the live broadcast room, and almost all the dog blood plots in the TV series were performed again, and the most recent "plot" was that Tao Lulu asked the man for a dowry of 5.2 million (controversial plot).
After a few more days, Yin Shihang announced that the 5.2 million dowry was no problem, and he was married to Lulu!
At the live broadcast of the engagement ceremony, the "pocket president" rode a short-legged red horse painted white to Tao Lulu and knelt down on one knee to offer the ring.
The engagement was successful, and the goods were even more successful - the sales of the day reached 46.2976 million.
Yin Shihang's "three writes" wedding script was reported by netizens and banned by the platform.
In November, Yin Shihang was "honored" to be one of the 88 people in the "ninth batch of banned Internet celebrities" of the China Performance Industry Association.
These more than 80 Internet celebrities, from the first "Teacher Guo" to the last "Yuxuan Artist", either rely on false people to cheat money, or use ugly and curse people to sell traffic. "Cloud love", "couple KOL", "sell miserable sell poor", "human high-quality male" what gimmick popular what they play... None of them are innocent.
At the same time, the previous generation of head internet celebrity Li Ziqi and capital are caught in a battle.
Due to personal legal knowledge, little entrepreneurial experience, and capital too anxious to devour profits, Li Ziqi,000, an original Internet celebrity brand, was taken away, and the first generation of video UP owners and 100 million fans of big Internet celebrities almost had "nothing".
Then, Classmate Zhang burst into flames.
Mr. Zhang's video can be summarized in three sentences:
The story, the real earthy taste, the strange brain back hole; the positioning, rooted in the rural life experience; the production, seemingly rough but very professional...
At a rate of 15 million fans in more than 2 months, he announced without suspense that he had become the third generation of phenomenal Internet celebrities.
According to the estimate of a representative operation company willing to undertake the "Classmate Zhang" media number, the value created by this number can exceed 5 million yuan a year.
"Yin Shihang", Li Ziqi and Zhang Students presented a wave curve of ups and downs, which seemed to have no relationship, but in fact showed the past, present and future of the Internet celebrity circle.
Past tense: The nouveau riche Internet celebrities who are evil, low-quality, and profiteering are eliminated.
Present tense: "exquisite packaging" Internet celebrities who are manipulated by capital, the process (direction) is wrong.
Future tense: record real life, take root in life experience, seriously engage in quality of the original ecology, positive energy Internet celebrities are popular.
The "big ups and downs" of the star circle: "the top stream" has exposed the scandal and fallen off the horse, which seems to be inevitable by accident
Ms. Zheng was boycotted by the industry for the exposure of surrogacy abandonment, and then fined 299 million yuan for the "yin and yang contract" incident.
Mr. Wu was arrested on suspicion of QJ women (including underage women), boycotted by the industry, and then designated as a "bad artist".
Mr. Li was administratively detained for PC, disqualified from membership by the Chinese Musicians Association, and boycotted by the industry.
Mr. Huo Luo has been exposed by his ex-girlfriend as "unsightly corrupt private life", And Hua Chenyu and Zhang Bichen have children in secret marriage...
At the time of the scandal of these "bad stars", its black smoke miasma and chaos shocked the public!
But if you think about it, it seems normal: the shadows of this circle may have always been like this, but now the truth is seen. Netizens said it well:
When you see a cockroach in the open, it means that the cockroaches in the dark are already crowded.
What seems to be an accidental "effect" is derived from an "inevitable cause":
1, into the flow, the failure of the flow of "only traffic, only profiteering" wind, prevailed to the extreme.
In the past few years, many capitals have advocated the view that "traffic represents all business value", and the goal is of course to make huge profits.
Profiteering is the goal, and traffic is the means.
Under the guidance of such a goal, many traffic stars have completely degenerated into a platform and capital making tools.
A "tool man" is sought after, capital often does everything to the extreme, leaving moral humanity behind, once the traffic is lost, capital will instantly withdraw all support, and fans will also fall and scatter.
B Driven by huge profits, many people with impure minds want to compete for the position of "top star". Even the great musicians have to step in.
Since "moral mismatch" has become the norm, the top-flow collapsed house has also become the norm.
2. The deformed development of fan mentality and the deviation of industry guidance from mainstream values
The most shocking part of Mr. Wu's incident is the "authority" given by fans.
In the prelude to Mr. Wu's QJ and the "concubine selection" incident again and again, almost what Mr. Wu said was right, because he was a "top star" fan who could be PUA and pay everything.
In the world of Mr. Wu, Mr. Luo, and Mr. Huo, it seems that no good qualities, glorious traditions, and great ambitions matter, but are replaced by privileges, luxuries, enjoyment, and comparison. It has long deviated from mainstream values and lost its reverence for industry and morality.
How can there be no trouble in the long run!? Therefore, it is inevitable to be "caught typical", exposed, and eliminated.
The "big ups and downs" of the film and television circle: "traffic dramas" are a lot of street hits, and word-of-mouth dramas are not only the main theme
Since 2014's "Ancient Sword Qitan", the "production mechanism" of "traffic drama" is slowly taking shape.
"A slight smile is very overwhelming" is an IP belt; "Douluo Continent" is a traffic artist belt work; spy warfare ("Sparrow", "Rouge"), ancient costumes ("Rumored Chen Qianqian") are all "explosive formulas"...
According to statistics, as of 2020, the whole network broadcasts more than 20 billion TV series, and nine out of ten meet these formulas. However, in 2021, these "screen" passwords will not work.
The well-dressed costumes of the Great Song Dynasty and the Housewife completely swept the streets;
The "Li Song Line" and "Jia Nan Biography" with the works of the traffic artist have no reputation;
"Star Sea" and "Lady Hu Zhu", which are both IP and artists, are also "mediocre performance"...
Instead, they are "The Age of Awakening", "Mountains and Seas", "Meritorious Service", "Children of the Qiao Family", "I Am Good in Other Places", "Imperial Pestle" and so on.
Careful observation, can not replace the "main melody drama" with the conclusion of "traffic drama", in order to generalize the whole.
For example, why did "The Housewife" flutter?
Because of the plot and concept problems, in the name of women's growth and non-legacy silk, it is about the feudal dross of women torturing each other.
The heroine of "Great Song Palace Words" is a hard wound: the 61-episode "costume drama", the heroine Liu E was actually shaped into "green tea in green tea".
"Star Sea" is too serious! The name swells with a fantastic sense of happiness, but no one is happy after the whole play!
The early entrepreneurial plot was originally very favorable, but the increasingly noisy "four-corner love", the mixed "business war", "rich grudge" and "action" themes not only made the main supporting characters lose their life goals, but also made the audience lose their direction.
Looking at the high-scoring word-of-mouth dramas, it is not all about "patriotism" and "main theme".
The story of "Mountains and Seas" is heartfelt and the plot is fascinating, the actors' acting skills are all top matching, and some supporting roles have performed at a shocking level.
There is no random tough sensationalism, the motivation of each character has multiple clues to pave, and the details fill the sense of age... It is hard to shoot the theme of a news network out of the artistic texture.
"The Age of Awakening" uses a very rational tone (rational historical logic, rational historical details, rational historical figures) to take the audience to feel the passion and temperature of history.
It dialectically grasps the measure of historical figures between "heroes" and "mortals": Chen Duxiu has to fight against the feudalists externally, and he has to fight with his own son when he returns home (because he is not a fully qualified father);
Gu Hongming is not only an "old stubborn", but also a kind of cultural guardian.
Because the tone is rational, the characters are real, and the lines are classic, the audience can follow the characters back to that era and feel the "bud of fission" that the series wants to convey to us.
If the above two word-of-mouth dramas have the main theme blessing, why is "Royal Pestle" successful?
Summing it up in one sentence is that the script is king, the lines are extra points, and the audience is respected.
It has been a long time since I saw such unfluous, non-obscure and concise and natural lines in costume dramas.
The proficiency of the lens language and the professional deduction of the case have allowed the audience who love costume dramas to finally take back the normal brain that was forcibly demoted a few years ago
Looking back, we found that whether it is the "big ups and downs" of the Internet celebrity circle, the star circle or the film and television circle, a new law has emerged.
That is, the audience's aesthetic is improving, and the mind is sober-
Dramas without quality and divorced from reality do not like to watch, whether you have traffic stars or not; stars without works and virtues are not powdered, whether you have traffic or not; vicious and false Internet celebrities do not love, it does not matter what you are.
According to the development of this trend, if you want to "mix" in the entertainment industry, you can really not use "money" alone!