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Jay Chou Kuaishou Brotherhood: Evoke memories and create new ones

author:Entertainment Capital
Jay Chou Kuaishou Brotherhood: Evoke memories and create new ones

Author| Sisyphus not empty

Facts have proved that the top stream of the Chinese music industry has to be Jay Chou.

As of the end of the third quarter, Jay Chou's latest digital album "The Greatest Work" sold nearly 7 million copies, with a total sales of more than 200 million!

Of course, buying a digital album is just one of the ways fans support Jay. In addition to digital albums, there are also fans who are keen to buy Jay Chou's limited edition vinyl records, and some post-00s even began to collect Jay Chou's exam papers in the test questions.

It can be said that Jay Chou is changing from an idol to a cultural phenomenon and then a public memory.

Jinan University graduate student F40am is doing a group memory research, Jay Chou's fans have become her interview subjects, an important condition for her to screen fans is - have you seen Jay Chou's online live broadcast, have you paid attention to @ Zhou on Kuaishou.

Kuaishou's exclusive Jay Chou online buddy party, which ended last night, adds new material to our public memories.

Jay Chou Kuaishou Brotherhood: Evoke memories and create new ones

The short video user elements such as vertical screen, interaction, and microphone are flexibly applied to the concert, which also fully demonstrates Kuaishou's deep thinking on content in the live broadcast era. From the collector's edition ticket stub, to the big challenge of Jay Chou, and even the voting of Jay Chou's singing songs, it has sparked round after round of discussion on social media.

In particular, "Daoxiang" narrowly beat "Bell in the Opposite Direction" to enter the singing songs of the brotherhood after fierce competition, which made some fans have some regrets, "I want to hear Jaylen sing some relatively unpopular songs too much."

Along with the brotherhood, there are also a lot of derivative gameplay. For example, voting for songs, big fan challenges, posting online tickets, finding neighbors online, etc.

In the past, we chased Jay Chou, Jay was more like an idol in the center of the stage, and the fans were just his background; Now, life videos, artistic creations, and even academic research with Jay Chou's materials as the background are emerging more and more, and have received countless praise and praise.

Grown up fans tell their idols in a more mature way: Jaylen, I'm fine, and you have to be okay.

It is worth noting that this time the brotherhood club, Kuaishou also tried commercialization, introducing the exclusive sponsor Hongqi. With the joint blessing of Jay Chou and Kuaishou platform, from pre-live warm-up to in-live interaction, and then to post-live broadcast dissemination, the data of this implantation commercialization is quite good. In the future, Kuaishou may also open up more business cooperation for online concerts.

Jay Chou Kuaishou Brotherhood: Evoke memories and create new ones

From idol to public memory

"When Jaylen was young, in order to save rent, he slept directly at the company, and when he woke up, he could play the piano or find equipment to write songs. No wonder inspiration was blowing at that time. "At the brother meeting, Fang Wenshan broke the news as soon as he came up in the connection with Jay Chou, and also led to the underwear terrier, which made the fans extremely excited.

From the official design such as the number of likes, pink salutes, concert gifts, etc., it can be seen that the platform's intentions in the preparation of this brotherhood meeting make this brotherhood have good data performance. According to official statistics, the entire live broadcast has attracted public attention from the warm-up stage, with more than 28.83 million reservations, and the highest number of simultaneous online users that night once exceeded 11.29 million, with a total of 1.05 billion likes.

It is reported that during the Brotherhood Club, Kuaishou launched a total of 506 "Jay Chou Memory Kill" themed template gameplay, and the use of Kuaiying templates reached 7.35 million. The 37 custom magic watch special effects and 29 pop-up templates also brought good data performance, with a usage of up to 2.403 million, and it can be seen in the game of the confession wall and the wishing pool formed in the comment area, Kuaishou has attracted a group of highly interactive young users.

Jay Chou Kuaishou Brotherhood: Evoke memories and create new ones

At the live broadcast scene, Jay Chou also interacted with two groups of fans. The first group was No. 66 with seat number 66, a young couple. They have liked Jay Chou for over a decade. Jay Chou tested them to memorize the lyrics on the spot, the girls easily recited the chorus of "Xingqing", and the boys also sang a short section of "Confession Balloon"; The second group is a fan selected by Jay Chou according to his birthday number, a young girl. When the host asked him if he had any wishes, she said that she imitated Jay Chou to write lyrics when she was a student, hoping to have the opportunity to write lyrics for Jay Chou in the future, and also performed a little magic trick on the spot.

After the end of the brotherhood, some fans said that the last time I watched the concert was in 2019, and before I knew it, three years had passed, and after watching this live broadcast, I really wanted to watch the offline concert again.

For Jay Chou, who has not held a concert for three years, an online brother club in Kuaishou brought fans back to the memories of that year.

Siqi after the 80s has liked Jay Chou for more than ten years. She remembers that when she was in junior high school, in addition to brushing questions and memorizing words, she was to memorize Jay Chou's lyrics. In those years, as long as he won the first place in the exam, Dad would reward himself with a Jay Chou CD.

"As an idol, Jay has a great influence on my values. He is a very positive idol, whether it is in the lyrics or his own physical practice, there will be a positive energy. For example, he can sing in the lyrics and listen to his mother. He himself too, said less, did more, through rigorous efforts, got what he wanted. Siqi said.

Like Siqi, the post-80s and post-90s who like Jay Chou are the mainstay of the entire Jay Chou fan base. After all, they watched Jay Chou step by step from his debut to the peak, and Jay Chou's songs also accompanied their entire youth, from the campus to the streets.

In addition to the post-80s and post-90s, post-00s, and even post-10s, also like Jay Chou. It can be said that in Jay Chou, the intergenerational inheritance of idols has been truly realized, and Jay Chou has also become the carrier of this memory.

Blogger Didimo lives in Melbourne, and under her influence, her five-and-a-half-year-old son has cherished songs such as Jay Chou's "Cowboy is Busy".

When I heard that Jay Chou frequently appeared in Melbourne recently, her son was even more excited than her and clamored to meet Jay Chou. When he learned that Jay Chou had too many fans and couldn't everyone go to his home on the Gold Coast, the little guy said in disappointment, I want Jay Chou to be the only fan of me...

Jay Chou has evolved from an idol to a public memory of the post-80s to post-00s.

Jay Chou Kuaishou Brotherhood: Evoke memories and create new ones

In the era of live broadcasting, the awakening and continuation of public memory

"Many people have to admit that Jie fans are lucky, the record of 15 Golden Melody Awards is already the ceiling of the Chinese music scene, and more than 300 offline concerts are even more addictive to us fans."

As a fan of Jay Chou for nearly ten years, Xiao Ye still remembers that the first time he went to see Jay Chou's concert was in Guangzhou in 2013. It was a hot summer, Xiao Ye and her friends queued for more than an hour before entering the venue, and the crowds in the venue were boiling, which was the first time she felt the appeal of the "Heavenly King".

"The atmosphere of the concert is really speechless, "All the Way North", "The Secret That Cannot Be Said", "Tornado"... Every song can cause an orgasm. I still remember that when I sang "Sunny Day", the girl next to me kept crying. By the way, Zhou Dong at that time still had abs. ”

In Xiao Ye's opinion, these beautiful days are just like her student life, and there is no follow-up when she is caught off guard. This year, she graduated from graduate school, and Jay Chou has not had a concert for three years.

The call for Jay Chou to hold a concert has not been lowered. On May 20 this year, Jay Chou's "Ferris Wheel" 2013 concert was re-screened, but the re-screening obviously could not meet the fans' expectations for Zhou Dong, "Of course, I want to interact with him and see him in person." ”

On the evening of November 19, Kuaishou truly satisfied the voices of Jay Chou fans, created Jay Chou's online "brother club", and moved the long-awaited concert of fans online.

"I first saw this news in the fan group, and the screen was swiped in the group that day, and many people were saying to hurry up and order songs."

Senior Jay fans know that Jay Chou's previous concerts have a "fan singing" link, which is not only Jay Chou's favorite link, but also a link where fans can deeply interact with Zhou Dong. In order to bring the ritual sense of the concert to the fans, Kuaishou also launched a warm-up activity of "fans to order songs" before the "brother club", and Jay Chou himself also released a video on Kuaishou to encourage fans to order songs.

Jay Chou Kuaishou Brotherhood: Evoke memories and create new ones

Users can search for "classmate Zhou" or "brother club" on Kuaishou to enter the main venue directly, and they can participate in song selection after making an appointment.

"There are so many classic songs by Zhou Dong that I can't choose it myself. The biggest fans are the classic songs such as "Sunny Day" and "Nocturne", as well as "Bell in the Opposite Direction", which became popular this year, in addition, some people will nominate the "lost pearl" in their hearts. ”

"Peninsula Iron Box" can be called the "bead" in Xiao Ye's mouth. The song was included in Jay Chou's 2002 solo album Octave Space. Not only this song, but the presence of this album in the minds of the public is not so strong, but this album can also be called "treasure god" in the hearts of Jay fans.

Among the top three songs to vote, "Peninsula Iron Box" ranked first with 1.383 million votes, followed by "Sunny Day" and "Daoxiang", with a cumulative vote of nearly 4 million for the three songs, and more than 10 million votes for all songs.

In addition to "fans order songs", many fans also like to collect ticket stubs when watching concerts. Kuaishou also took into account this demand of fans, launched online tickets, and divided them with Jay Chou's representative songs, Xingqing District, Excuse Zone... Exclusive zones and locations make online tickets collectible. Many fans also launched a campaign to find a neighbor seat based on the seat information on the ticket.

In order to feedback fans' enthusiasm for song selection, Kuaishou revealed the "Easter eggs" of the brotherhood in advance. After fans complete the reservation of the club, they can unlock three exclusive surprises, including what Jay Chou wants to say to fans about this club, and the guests of the club.

Stepping into the 20th anniversary of entering the music scene, everyone from ordinary people to star artists is looking forward to this "brother club" on Kuaishou. Huang Bo, Tan Jianci, Zheng Kai and other well-known artists and head KOLs have posted videos on their accounts to express their expectations for the Jay Chou Brotherhood. Huang Bo said on his personal Kuaishou account that he liked the song "Cowboys Are Busy" the most, and called on fans to vote for this song together; Liu Genghong also called for canvassing for the "Compendium of Materia Medica" on the Kuaishou.

It can be seen that Jay Chou's online brother will set off another climax on Kuaishou.

In response to the Jay Chou online brother club, Kuaishou customized 16 Jay Chou-themed live broadcast room gifts, which set off a warm live broadcast room atmosphere. It is worth noting that each gift only costs 0.1 yuan, and the proceeds of the gift will be donated to the China Rural Development Foundation. This is also Jay Chou's call for rational rewards, while calling on the audience to contribute to the development of China's rural areas.

Jay Chou Kuaishou Brotherhood: Evoke memories and create new ones

Kuaishou became a window for Jay Chou to talk to fans

In 2020, Jay Chou settled in Kuaishou and created the only Chinese social platform account "Classmate Zhou". As his personality signature wrote - the only one on the whole network, only in Kuaishou. Kuaishou has become an important platform for Jay Chou to connect with fans.

"There were relatively few channels for contacting Jay Chou's information before", Zihao, who became a Jay Chou fan in the fifth grade, revealed that Chinese social platform rarely has access to Jay Chou's first-hand information, let alone his daily state. "I can only wait for the fans to carry it, but I can't interact and connect with me."

With Jay Chou's arrival in Kuaishou, this situation began to change. Fans can not only see Jay Chou's first-hand news on Kuaishou, but also restore a more vivid and real Jay Chou for Jay fans.

In addition to Jay Chou's personal account, Jay fans also express their love for Jay Chou on Kuaishou in the form of taking the same video and guessing the name of the song.

Previously, Jay Chou said in an interview that "I am a person who misses the old", and this interview material was used by many fans as a second creation material to make videos. Fans opened this speech as a video, and posted the Jay Chou album photos and concert tickets they have purchased over the years into a video to express their feelings as a veteran Jay fan.

Jay Chou Kuaishou Brotherhood: Evoke memories and create new ones

The picture comes from a fan of Jay Chou for 22 years - producer You Youyou

The videos also attracted some Kuaishou users to create the same video titles, but these users focused on strong friendships between friends.

On the eve of the brotherhood, Kuaishou launched the Jackie Fan Challenge to guess the title of the song through the melody of the song. As a veteran master, game anchor Tianci also played this song name guessing game online in the live broadcast room. As soon as the melody started, before Tianci spoke, the barrage in the live broadcast room frantically brushed the screen, which aroused the empathy of Jie fans. After clearing the level, even Tianci sighed that the barrage sent by fans was fast and accurate.

Jay Chou Kuaishou Brotherhood: Evoke memories and create new ones

Of course, in addition to expressing love, many fans often "urge changes online" on Kuaishou, either to urge albums or live broadcasts. Before the release of "The Greatest Work", many fans made a video saying, "Six years later, how long will Jay Chou's album be 'pigeons'?" After the long-awaited launch of the new album, fans released a video on Kuaishou to "urge" Jay Chou's concert.

It can be said that the deep imprint left by Jay Chou in a generation of youth has been continued on Kuaishou, and Kuaishou has gradually become a community-style existence of Jie.

What surprised Jay Miwen even more was that her mother actually became a fan of Jay Chou on Kuaishou.

When Jay Chou first appeared on the Spring Festival Gala in 2004 to perform "Dragon Fist", many parents frowned in front of the screen. "Slurred words" is also a stereotype of Jay Chou by many parents, including Qiwen's mother.

Since then, whenever Jay Chou's songs are played on TV shows, Qiwen's mother will switch channels. "I didn't expect that she is now making fast short videos, and her favorite songs are "Blue and White Porcelain" and "Orchid Pavilion Preface"."

Qiwen's mother also saw the clip of "Blue and White Porcelain" when brushing Kuaishou, and Jay Chou's simple and tender singing voice made her "vertically into the pit", and also made her completely tear off the established label of Jay Chou before.

Jay Chou has always believed that to be a singer loved by the public, you must try your best to influence more people. Now, Kuaishou has allowed Jay Chou, a top singer in the Chinese music scene, to return to the stage of public communication in a new form, and Jay Chou's singing continues to influence more people.

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