Text | New Voice Pro, author | Zhao Ming
Where is the most important place for the Spring Festival?
Maybe it's in the noisy corner of Station B. Firecrackers, monkeys, fairy sticks, fireworks tubes, and flowers all came together, and Chinese New Year's Eve night, in this place called "Xiugou Nightclub", the sound of cannons and music came to the ears, and 70,000 puppies flew themselves here.
Welcome to Xiugou Nightclub, one of the most popular interactive live streams on Station B at present. "Xiugou" is the harmonic sound of puppies, and the protagonist in Xiugou nightclub is the fat dog cheems that we often see on the Internet and is used to compare with dog.
Every night at nine o'clock, until ten o'clock in the morning, when you click into this live broadcast room, you enter the "Xiugou Universe", after sending the identity creation bullet, you can drunkenly dream and die with many Xiugou.
You can control your checkbox by sending the bullet screen commands displayed at the bottom of the live room to change your expression, outfit and position. If you don't want to be an ordinary tick in the middle of the dance floor, you can also take turns as a DJ by squeezing into the top three of the gift list, enjoying the privilege of cutting songs, cutting the camera, and letting everyone shout the specified text together, just like the DJ who controls the whole scene and responds to the whole scene in a real nightclub - but the lively atmosphere brought by The Dog Mountain Dog Sea is unmatched by ordinary nightclubs.
The owner of the Xiugou boss himself was a game planner, using unity experiments to develop the Xiugou nightclub. At first, he opened a live broadcast on Douyin, and later moved to Station B. Unlike the bundle of hands and feet when douyin did bungee live broadcasting, Xiugou nightclub seems to naturally have a B station gene, with 510,000 fans in more than three months, and the webmaster himself Xu Yi has also sent a governor to the live broadcast room.
Trimming the hook is waiting to open the door
The hookers who have come to bungee have also become dependent on this place that can produce pure happiness. This is not only reflected in the "open door" barrage that is constantly heard during the daytime closure period, but also in the boss's dynamic comment area of "how can we live without you" and "it is uncomfortable to shake a day". The enthusiasm of the xiugou for the nightclub itself has even spawned the roles of xiugou nightclub security, xiugou nightclub hostess, and xiugou nightclub chef.
The owner of the xiugou nightclub is also constantly developing themed parties. From the "Life String 3" supper bungee special, to the New Year's Eve special session, and then to today's Chinese New Year's Eve special session, the possibility of Xiugou nightclubs is rapidly extending - after all, just in December, there is also Xiugou in the comment area to propose "can you do a holiday special"? The xiugou people's imagination has not stopped, and some people have proposed that "you can consider the theme scene of the seaside nightclub and the Thai nightclub".
What is even more amazing about Xiugou nightclubs is the linkage ability. Some Xiugou said in the comment area, "u1s1, the model of Xiugou boss store, is really a strategic partner of B station." With the stage as the starting point, the nightclub can not only let Xiugou play songs, hold movie screenings, and link up with other Up masters to perform individual performances, but also continue to expand its scale and hold music festivals.
UP Lord @ Rap-Loving Dylan and Xiugou Nightclub Passionate
On February 5, the owner of Xiugou nightclub will also serve as the stage production team to jointly hold the first online electric syllable bilibili hyperlinks of B station with the main @cliplabs of Up, and many well-known electronic music up masters of B station will appear at the scene @T Om @Kolaa_ Colazi @iMoon-Official.
According to @cliplabs, the electric syllable festival also specially added a kitchen function, and guests can use the gas stove to make their favorite dishes according to their own tastes. In addition, the unlimited combinations brought by more than 300 lights also give the choreography of Xiugou nightclub more imagination space.
01 How else can we "be together"?
Xiugou nightclubs directly reflect a certain possibility of "online gathering". Unlike the Yun bundi who appeared at the beginning of the epidemic in 2020, which "watched DJs playing across the screen", the charm of Xiugou nightclubs lies in "virtual identity" and "group gathering", which is a combination of immersion, interaction and companionship.
Shop owners are also constantly developing new immersive interactive scenes. The recently launched Xiugou Hot Spring will move the current popular soup scene among young people to the line, and VIP Xiugou can enjoy its own exclusive small pool. The comments section is also beginning to look forward to more immersive interactive live scenes, such as "snowball fight" and "roasting bonfire".
There are many similar live broadcasts on Station B, in addition to the pirated Xiugou nightclubs that have been criticized for "no inner taste", there are also Ultraman Cloud Bundy, Panda Man Cloud Bundi and even Jelly Cloud Bundy, etc., the gameplay is similar to that of Xiugou Nightclub.
Up master @ interactive tour of the small workshop of the "super earthy soybean man square dance" to achieve another kind of fun. Although the mechanism is also a virtual identity, gathering and dancing, its scene "streetside" is more everyday, and it changes the formation in a song unit, without gifts, as long as the first five seconds of the end of the previous song is sent "join", you can grab the front row of the square dance army in the order of sending the bullet screen - no longer as easy to "lose yourself" as it is to join the mighty xiugou army.
In addition, the familiarity of the earthy songs themselves and the playful meaning of the Soybean Man emojis all fill the live broadcast room with a joyful atmosphere.
Many communities are also targeting the need for real-time interaction among young people online. Recently, many people have shared a trendy version of the personal avatar picture in the Little Red Book and the circle of friends, and the text below shows "Good friends, add gel". This APP called Gel, the main theme of "virtual online apartment with good friends", while building a personal avatar and updating personal mood state, you can see the real-time status of friends, as if they are in the same space.
As of January 27, 2022, the gel that has been online in the AppStore for less than 10 days has rushed to the top 15 of the social app list, and some users have commented: "Don't say anything about the metaverse, this is the warm universe that belongs to me and my friends."
The real-time online interactive platform "Wowo" has attracted attention on the Little Red Book because of the feature of "long-distance couples and girlfriends watching movies on the same screen". People can learn together, surf the Internet, play games, and even order takeaways, and they can also form circles to discuss topics of interest through the circle function. This kind of circle is roughly divided into two types: one is the private circle between friends, and the other is the public circle.
Wowo hopes to develop in the direction of "people + scene + traffic" high-quality online activity platform, and is also trying to "move more offline scenes online", watching movies, reading books online, and holding sharing meetings, which are gradually becoming possible.
The need to "be together" is not only reflected in entertainment, "learning" is also an important scene of online real-time interaction. The learning live broadcast that appeared on the early B station made everyone discover the possibility of "accompanying live learning", and the subsequent online Costudy APP and the class space website amplified this sense of companionship.
Costudy's immersive study room
The former creates a feeling of "I am studying in a study room with other netizens" by creating a virtual teaching building and virtual character identity; the latter not only creates an immersive feeling by playing a real café scene, but also allows users to click on studio with me, stars and other functions to achieve live-action companion learning.
As Gu Chengwen, a partner at investment institution Panda Capital, said when Wowo completed a pre-A round of financing of more than 10 million yuan, he is extremely optimistic about the scene of "together", and human nature is to be eager to connect and eager to be in the crowd. The outbreak of the global COVID-19 pandemic has made everyone feel the difficulty of "isolation", and the progress of basic technology has made the experience of "connecting anywhere, working anywhere, learning anywhere, entertaining anywhere" possible for the first time.
02 Rediscover the community
The popularity of this kind of online real-time interactive social network among young people is actually related to a mood of the times.
Contemporary young people are in a divided state of mind – a deep desire to return to the group and to declare social fear. Online real-time interactive social interaction has achieved the right medicine to a certain extent. Taking Xiugou nightclub as an example, when you enter xiugou nightclub, you don't have to worry about deforming the action due to the embarrassment of the hipsters, and you can switch into the group in zero seconds to achieve common presence.
Finding your own place among a wide range of people is the most common demand of modern people. The years of rapid social change have accelerated the process of social individuation, making them difficult to complete the continuity of identity, despite being liberated from traditional constraints. Especially for young people in adolescence, talking and paying attention is actually their most primitive desire.
To escape from this loneliness, they want to return to border-specific groups and seek the support and response of others, a desire to be remobilized by a social context that is digitized and virtualized.
The online interactive social method represented by Xiugou nightclub actually meets the needs of young people from three levels.
First, the immersion that comes with scene creation. Huge screens, brilliant choreography, flickering lights, jiggling sound, and deafening electronic music can fully mobilize people's senses and create a sense of immersion. Without makeup, without elaborate dressing, you can blend into the "dog group" and have a spiritual release.
Secondly, the real-time nature of live broadcasting brings a sense of companionship. The biggest feature of live broadcasting is "being present together", whether it is watching others live learning, repairing donkey hooves, or watching the scenery of distant cities, the people on the other side of the screen and the people active on the bullet screen can add a sense of companionship and atmosphere of "someone with me" for the viewer, and perceive their connection with others in the new social scene.
and the sense of engagement and belonging that comes with interaction. Whether it's swinging alone as a bungee or engaging in everyone's emotional engagement by shouting together when you're a DJ. When you can control the virtual presence at the other end of the screen, this sense of interaction allows individuals to fully integrate into the group, satisfying the individual's desire to share expressions and move forward and backward with others in the tribe, resulting in a sense of participation and belonging.
Third, if subcultural elements are superimposed on this interactive social interaction, such as cheems in Xiugou nightclubs and Yellow Bean people emojis in The Yellow Bean People Square Dance, there will be an additional layer of "community" identity on the basis of the sense of participation and belonging.
Compared with the cunning and smiling doge, Cheems is more loved by B station netizens. Shrugging his ears, his eyes thick and melancholy, the corners of his mouth smiling, sitting paralyzed in the corner - a few years ago, this little Shiba Inu was posted on Instagram by its owner, and then it was made short by foreign netizens and Doge, and gradually had the name of cheems.
When cheems appeared next to the popular muscle version of Doge, combined with its bitter and humble demeanor, the image of a "weak ordinary person" was gradually constructed.
Many B station netizens projected their feelings on cheems' bodies and produced various videos. Among them, "Are You a Clown Cheems" released by Up Main Crab VAN Fort in 2021 is one of the most popular videos.
In this video, Cheems incarnates as a "migrant dog" who is far away from home and wandering in the metropolis, lost his job because he was framed by his colleagues, and then experienced the tragic experience of being banned by the industry, being broken up, repeatedly running into a wall with odd jobs, and defaulting on rent. When all thoughts are in dismay, Cheems even wants to leave this world. Until a phone call from Dad saved it from the brink of collapse.
This 10-minute video was evaluated by many netizens of Station B as "the treasure of the town station", and many people saw themselves who worked hard to live but were in adversity from cheems. The lord himself has also mentioned that the original intention of making this video is to use chicken soup to encourage people who live lightly to live. In the comment area with 21,000 comments, many people "broke the defense" and many people "gained courage".
Screenshot of the "Are You a Clown Cheems" video
The owner of the nightclub said that at the beginning of the establishment of the nightclub, because he "felt that each of us was a cheems", he made this puppy the protagonist of bungee. This kind of playful and self-deprecating youth subcultural spiritual core is also the premise for Xiugou nightclubs to quickly become popular at Station B.
Encounter is reunion, and reunion has a new year's flavor. In this most important traditional festival, the moment you enter the Xiugou nightclub, countless ordinary cheems meet again, for the night and night that does not need to pursue any meaning.