The official announcement of "The Voice of China 2021" will start broadcasting on July 30.
This veteran music synthesis has passed the "seven-year itch" and is entering the threshold of the tenth year. In order to warm up the upcoming new season, the program official Wei continued to release short video clips of previous programs in the #The Voice Decade Classic Review, which caused the audience to reminisce.
For a variety show, ten years is a very long lifespan, enough to witness the comings and goings in the market changes. Last year, Hong Tao, the general director of "Singer", announced the suspension of the program at the China Merchants Association, and the 8-year period ushered in the end, when many voices talked about the future of "The Voice of China".
In a few days, "The Voice of China 2021" will usher in a "quality inspection" moment.
Splendid past, uncertain future
This season's "The Voice" will open the "4+4" mentor mode, with four mentors Na Ying, Wang Feng, Li Ronghao, and Li Keqin sitting on the scene, and Wu Moxuan, Ji Kejunyi, Zhang Bichen, and Huang Xiaoyun serving as teaching assistants.
The mentor combination of "new and old" plays a love card: Na Ying, who has been stationed in the show for 7 seasons, returns to the stage, Wang Feng is the memory of previous seasons, Li Ronghao has become one of the new focuses of the show in the past two years, and Li Keqin, who carries the label of "not old", is both a newcomer mentor and a veteran of the music world. The four teaching assistants who came out of the "Good Voice" stage are brewing a new round of topics as "sisters" who are successful in pursuing their dreams.
Feelings, perhaps the deepest label left by this show.
"Every summer we watch The Voice of China together." The first issue of "The Voice of China 2019" once released a street interview, and someone in the video said it sensationally. Under the definition of "inspirational professional music review program", this show comes with the summer vacation almost every year, ending on the National Day holiday, leaving the afterglow of the "peak night" at the tail of the summer.
In the summer of 2012, "The Voice of China", which has a "blind selection" + "double selection" competition system, became a hit, or in the agitated or melodious singing, the scene of the mentor turning the chair can always set off a small climax. The ratings of the finals broke 6, and Liang Bo, Wu Moxuan and Ji Kejunyi, who came to the end, had the same scenery for a while, and their fame continues to this day.
In the following seasons, the program's ratings were at the forefront, the investment fees were rising steadily, and the host Hua Shao's "rap" also became a meme for the audience to talk about. But what show can be "evergreen"?
In a copyright dispute, the show changed its name in 2016 and 2017, followed by a decline in ratings. Word of mouth slipped faster, the Douban score of the 2019 program had fallen to 4.6 points, and 2020, which had more exploration, had rebounded, but the 5.8 points were still "failed".
However, in the original intention of "searching for sound", from the "high song" that lit the stage in the early years, "I eat fried chicken in the People's Square", to last year's "Love That Never Loses", the song that broke the circle was indeed there; Jike Junyi, Zhou Shen and other players of that year had excellent "astrological signs" and ushered in continuous advancement in their careers.
Can The Voice win?
This summer, the sound of the music is coming in large numbers as usual.
On July 11, Oriental Satellite TV's "Lightning Cafe" began broadcasting; Tencent Video's "Black Afraid Girl" began broadcasting on July 15, and on the second day, Youku's "The Man from Strawberry Planet" ended on the same day, Hunan Satellite TV's "Who is the Treasure Singer" ended; on July 18, the second season of Mango TV's "Rap Listen to Me" was broadcast.
Source: China Music Finance
From the perspective of the program "coffee position", "The Voice of China 2021" does have strength, but is the audience still the audience of that year?
Looking at the recent sound synthesis market, with the fierce competition of satellite TV and the large-scale attack of video websites, compared with the popular programs such as "The Voice of China" and "Singer", vertical themes seem to have received more attention. For example, "China's New Rap", which focuses on rap, and "Summer of the Band", which focuses on bands, both build a younger music consumer market.
Under the pressure of competition, the "2021 Voice of China" updated the "4+4" mentor model, and the program team said that this is an innovative initiative in the tenth year of the program, representing the determination of the voice stage to continue to grow and progress. However, objectively speaking, it can only be regarded as a small-scale "knife" and has not achieved subversive changes.
In the past time, "The Voice of China" has repeatedly "started" from the mentor to drive the topic.
The fourth season of the show invited Jay Chou to directly detonate the ratings; after that, Nicholas Tse, Li Ronghao, Li Yuchun and other "fresh blood" were injected, intuitively echoing the young audience's desire for traffic. Later, Li Ronghao filled the age range of the "post-85" mentors, and the students also showed a trend of rejuvenation, giving birth to a 19-year-old championship.
Updates to the format and gameplay have become the norm. For example, the swivel chair becomes a "sliding chair", so that the tutor "rushes" to the desired student; the "magic mirror" is set up, and the player can see the instructor's real-time demeanor; "one-click closure" enables the turning instructor to "get rid of" the competitors; increase the original music track, enrich the musical style and concept...
Instructor ride in a "sliding chair"
In many rounds of attempts, "addition" and "subtraction" alternate, but "everything is not separated from its origin", from the information released so far, this season's changes are not "drastic".
Outside of the format, the foundation of the show itself, music and musicians, may also face new difficulties at the moment.
In the "stop the audition" storm in May this year, a Red Star News reporter who has reported on "The Voice" for many years wrote that the program was actually a director group going all over the country to dig up students, "Good voices are difficult to find, this is objectively existent." In recent years, academic students have gathered in the program, and grassroots "folk singers" are difficult to shine, especially in the environment where similar music is constantly "digging people", the search for talents is becoming increasingly difficult. On the other hand, in the field of diverse and increasingly large entertainment, songs with different styles are blooming, and it is more difficult for blockbuster songs to catch most audiences.
Counting the history of "The Voice of China", longitudinal comparison, the program can be described as more and more "silent". However, it is comforting to talk about it, compared horizontally, this show has a good basic disk, and it is still upstream in the diluted market. As the "summer limit" in the field of music synthesis, "The Voice", which is looking for a "good voice", may be able to look forward to a burst.
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Editor-in-Chief: Yi Wu
Author: Bokulin
Edit: Kroger