A recent show about newcomer voice actors, "The Power of Voice Acting", was broadcast exclusively on Tencent Video, and there was basically no splash.
Merchant upstarts Qian Wenqing, Wu Tao, Baomu Zhongyang, etc. joined as flight instructors, and most of the students participating in the performance had dubbing works in the online matching circle, the number of Weibo fans was about 200,000, and many voice actors who had never shown their faces appeared on the official poster for the first time.
The appearance of the voice actor should not be the talk of the audience, but in the era when appearance is paramount, the spit is constant.
Another sound selection program jointly produced by Bilibili and Cat Ear, "I Am a Special Student", has been played by 110 million people on B station, 725,000 chases, and most of the voice actors participating in the selection are from professional dubbing studios, although it is also controversial, but more people know the new generation of voice actors.
The earliest breakthrough was the immersive broadcast of sound, which gave the public a new understanding and attention to dubbing, and the network audio industry has become a new industry. The professionalism of the voice actors of TV series and movies can make the character come alive, more rendering the appeal of a character, and because it can complete a complete work more efficiently and quickly.
The dubbing circle that is "idolizing"
The voice actor was able to go through a long process of being known to the public.
As early as 13 years ago, the blogger of the B station edited the collection of Voices dubbed by Ji Guanlin to Xiaolongnü, Zhen Huan, and Dongfang Undefeated, and quickly went out of the circle in the second dimension, and at the same time, the crew of "Smiling Proud of the Jianghu" also @ Ji Guanlin on Weibo, allowing the voice actors to enter the public's field of vision.
Then the million marketing trumpet forwarded a long picture of Ji Guanlin's dubbing role on Weibo to completely go out of the circle, but the spark was not large, until the 15-year "Biography of Mi Yue" in which Ji Guanlin still voiced Sun Li, and Sun Li also mentioned the voice actor Ji Guanlin in "Venus Show", which was completely out of the circle.
The business circle is also like the ancient wind circle and the cover circle, with a more commercial model in the development of new markets, in the field of sound continue to seek opportunities for development, so that sound as a hobby to lead the new consumer group, the formation of a new way of consumption.
The number of cat ear fans of the 729 sound workshop founded by Ajie is 533227 people, and the number of voices is 773, including Yang Tianxiang, Qiao Shiyu, Su Shangqing, etc.; the number of fans of YinXiong Lianmeng founded by Xie Tiantian is 172292 people, and the number of voices is 873, including Xia Lei, Ke Huiqing, Shen Dawei, etc.; the number of fans of photosynthetic building blocks founded by Jiang Guangtao is 174128 people, and the number of voices is 589, including Baomu Zhongyang and Ma Zhengyang.
The dubbing industry has joined many fresh blood, the major dubbing studios, such as photosynthetic building blocks, Yihai Jiayin, etc., have carried out dubbing training courses, four weeks tuition fees up to 12800, each class recruits less than 20 people, the best can join the studio practice, and even sign a contract, an industrial chain is also generating.
Voice actors are gradually "idolized", and the economic benefits of fans are obvious.
Fans no longer just simply like a voice, but place their hearts on the owner of the sound, pay more attention to the image and personality of the voice actor, pay attention to the new dramas and new roles they match, watch live broadcasts and participate in offline meetings. The "rice circle" culture has brought about a new economy, and fans pay for the voice, which is not only a new way of consumption, but also increases the revenue of dubbing.
The "Kill the Wolf" radio drama voice actor offline meeting held by the 729 Sound Workshop was about the same as the number of small star meetings, and the fans who attended the scene said that yang Tianxiang and Teacher Ajie's performance made them alive Gu Shuai and Prince ChangGeng of Yan, and the number of simultaneous live broadcasts in Kra reached 17898 people. The episode of "Kill the Wolf" has been played more than 40 million times, the purchase cost is 90 yuan, and 6741 people are rewarded, up to 20,000 yuan.
How hot is the sound economy?
In addition to the income of traditional film and television animation dubbing, the way to make money with sound has now been expanded to live broadcasts, radio dramas, offline meetings, etc., forming a "rice circle" economy of sound.
As a sound live broadcast platform of the Clarka APP annual anchor champion of the number of diamonds as high as 2149.714 million, the number of fans more than 30,000, according to the platform and anchor 3:7 share conversion ratio, you can get about 15.043 million revenue, as of today, the number of diamonds in the top five are more than 1,000,000, the highest value of a single gift is as high as 13145.20 yuan. Clark has completed Pre-A and A rounds of financing, led by Sina Weibo and Boiling Point Capital, to develop a two-dimensional entertainment interactive community, targeting users mainly post-95 women.
The traffic of the sound live broadcast platform basically comes from the radio drama, and the selected voice actors and the novel itself bring traffic to the series. Radio drama episodes need to be purchased separately, a season according to the episode 15 episodes need about 30 yuan, a drama 2-5 seasons, a drama needs about 60 yuan to buy, produced by major dubbing studios, by its derivative offline meetings, signatures and peripherals, etc., forming a sound "rice circle".
The most popular radio drama can reach 205.827 million times in one season, produced by Beidou Penguin, and the playback volume of other radio dramas can also reach more than 20 million plays, the cumulative number of three seasons of "Magic Ancestor" is 517.087 million times, the price of the three seasons is 25.9 yuan, 33.9 yuan and 39.9 yuan, and related peripherals, such as the completion of the commemorative set of 198 yuan, has sold 8659 sets. Nowadays, new consumption forms and consumer groups have been formed, and although the overall number of radio drama lovers in the second dimension is relatively small, the out-of-the-loop of voice actors will greatly promote the development of radio dramas.
According to the dubbing circle enthusiast Mo Mo said, the ticket price of the offline meeting is generally divided into ordinary tickets and VIP tickets, the price of general tickets is generally between 60-90, VIP tickets will be 300+, mainly stage and signature two kinds of activities, according to the order of VIP tickets and ordinary tickets to watch and queue, generally will buy around to sign, the cheapest is the poster, need more than ten yuan, if the number of people is too much, may not be signed. Two years ago, the voice actor meeting of the radio drama "Silent Reading" was held in Shanghai, and due to the large number of fans, the organizers could only temporarily cancel the meeting, and the two lead voice actors Liu Chun and Yang Tianxiang only went on stage to interact for a few minutes before leaving the scene in a hurry.
With the emergence of some sound love games, from the beginning of "Love and Producer" to the current "Love of Light and Night", Ajie from White to Xiao Yi, Wu Lei from Xu Mo to Charlie Su, the paper people behind the same voice, this time Otome players did not buy it, but the sound-based love game is still the main market for Otome games.
Including the emergence of virtual boyfriends and virtual girlfriends, the premise of voice even mai is that the voice is attractive enough to make the public pay for the sound.
The profit dilemma behind high-speed development
With the dubbing out of the circle, the network audio industry has developed rapidly.
According to the statistics of the Prospective Industry Research Institute, the market size of China's network audio industry in 2019 was 17.58 billion yuan, an increase of 55.16% year-on-year. General audio types include history, cross-talk sketches, talk shows, etc., Guo Degang's 21-year cross-talk selection of plays can reach 2 billion, and the audio book "A Sword alone" with sound zi xiang has played up to 1.89 billion, and the subscription volume is 2.071 million, a total of 2237 episodes, temporarily ranking second in the hot list. Channel columns are all membership system or single episode purchase, in addition, there are audio live broadcasts, live broadcast types of music, talk shows and emotions, this type of live broadcast only appears in the voice, singing, chatting or interacting with the listener, using sound to know each other, with sound to communicate.
In the audio channel, the number of audiobooks has been far ahead, And Himalaya released a book listening report showing that audio reading content in 2020 increased by 63.56% year-on-year, and in 2020, Himalaya listening users increased by 22.23% year-on-year. At the same time, the number of books per capita in the first quarter of 2021 was 7.4, an increase of 32.14% over the same period last year. The top ten audiobooks in the hot list can reach more than 950 million plays, subscriptions are more than 1.5 million, mainly male frequency novels, mostly fantasy, suspense, 1000-3000 episodes, and the audiobooks of popular film and television dramas will also be in the recommended list, with a huge audience.
Subscription payment and advertising as the revenue model of the audio industry, with the development of audio channels and audio live broadcasting, the revenue from 18 to 20 years is increasing year by year, the net loss margin is narrowing in the same period, the prospectus shows that the mobile monthly active membership payment rate of Himalaya in Q1-Q4 2020 is 7.9%, 9.0%, 10.2%, 12.2%, respectively, with its announced 104 million monthly active users, the number of payers is less than 14 million.
The network audio industry has also caught up with the trend of knowledge payment, a large number of "cultural people" have opened their own exclusive channels in the Himalayas, the first choice for entrepreneurship and making money, personal IP creation, anchor planning classes, etc. are all gimmicks of knowledge payment, so that "success learning" has also joined the audio industry.
In addition to Himalaya, there are dragonfly FM, lychee FM, according to the statistics of the Prospective Industry Research Institute, from 2018 to 2020, the number of monthly active users of network audio as a whole showed a fluctuating upward trend, of which the number of monthly active users of Himalaya was higher than that of other platforms, the number of monthly active users in May 2020 reached 99.3739 million, Dragonfly FM ranked second, the number of monthly active users reached 22.1546 million, Lychee FM ranked third, and the number of monthly active users reached 17.9779 million.
The development of the audio industry is in the early stage of the rise, the industry has existed for a long time, until the past two years to show a sharp growth trend, monthly active volume and playback volume have doubled growth, although it has not yet achieved profitability, but it is showing positive growth and development.
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