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It has been a long time since there has been a long video variety show that can be called "hotly discussed by the whole people", and from April to May, "Singer 2024" has done it.
The official announcement of the music partner on Monday, the release of the host lineup on Tuesday, the unlocking of the three major national gameplay methods on Wednesday, the global press conference on Thursday, and the official live broadcast on Friday, "Singer 2024" will be in the post-May Day holiday, with a dynamic every day and a hot search every day, pulling the audience's attention back to the long video.
The domestic music comprehensive has never been interrupted, but the audience's voice calling for "Singer" has not weakened. This is inseparable from the fact that it has made the already famous singers show new strengths, unearthed unseen or forgotten singers, brought batches of songs to the audience, supplemented by high-quality live cooperation to create a number of classic stages, as well as the ups and downs of the competition system and the voting results that always cause discussion.
In "Singer", Hong Tao announced the ranking
During the broadcast and temporary farewell of "Singer", it has always been one of the synonyms of the ceiling of domestic music comprehensives.
And this classic audio comprehensive IP has once again proved its ability to be a topic maker. Several versions of the online list of starters can almost become hot search topics; After the official announcement of the starting lineup caused discussion, Hailai Amu also directly became the one at the center of the topic; There are even netizens who have written the script of the entire season of the show, in order to be a prophet...... "Singer 2024" is creating a national topic.
This may just be an effect of "Singer 2024". It is conceivable that when singers and music comprehensives meet live broadcasts, when a variety of audience-related gameplay programs are launched, when singers' choices cover international friends and sinking markets, and when "Singer 2024" faces a communication environment and music environment that is no longer so the same as the previous work in the series, "Singer 2024" will bring a sense of immersion to the audience, pull their attention back to the long video, and even affect the aesthetic choices of more people.
The biggest significance of the return of "Singer 2024" is that the market has finally witnessed once again what long video capabilities are - creating national topics, providing immersive experiences and stirring up changes in an industry.
Verify the uniqueness of long video capabilities
I don't know where to start, long video variety shows are becoming more and more a product of the circle, and variety shows are difficult to play the role of creating national topics and leading trend aesthetics as in the past, and in order to adapt to the short video era, long video variety shows are more actively incarnated as "slicing" raw materials for short videos, and funny and high-energy clips are continuously delivered to short video platforms to obtain traffic conversion. For now, in addition to telling the story of accurately serving customers, where is the value of variety shows to long videos?
The return of "Singer 2024" gives the answer.
First, variety shows can still create national topics, and there is a mechanism to launch long-term effects.
From the moment "Singer 2024" was officially announced, the "first list" has become the product of national speculation and discussion, N lists of true and false have stirred the curiosity of thousands of netizens, and the continuous lineup of international representatives, as well as the butterfly effect caused by various IP addresses and account registrations, have affected the nerves of every viewer for up to a month.
It wasn't until after the May Day holiday that the dust settled on the "starting list", and netizens' surprises, losses, ridicule, jokes, serious analysis and other emotions and behaviors once again made "Singer 2024" more popular.
At the same time, in addition to the first list of this year's "Singer 2024" that allows netizens to continue to pour in to participate in the discussion, as well as the subsequent "unveiling" and "filling" singers to create suspense, this year's 12 live broadcasts have brought the possibility of topic detonation.
"A lot of the music comprehensives you see, including the scene, are beautified and very exquisite, but I think the charm of the live broadcast lies in its flaws and its authenticity." The first singer Wang Sulong said at the press conference, and the charm of "flaws" can create thousands of topic footnotes for netizens.
Those possible god-level stages or flawed scenes, those possible voting results that backfire or go against expectations, those real strength shows and the drama of falling behind and facing elimination, as well as the outspoken words of those guests who are not edited, will be infinitely amplified by the word "live broadcast", and become the original material for netizens to launch the keyboard and act as a great detective, constantly occupying high hot spots.
"Singer 2024" live broadcast scene
The influence created by the head IP, combined with the most suitable live broadcast form for "picking", long video will surely usher in a carnival of national screen swiping.
Second, through the live broadcast of variety show narratives, the immersive artistic ability that long videos should have is further amplified, and it gives a powerful boost to large-screen culture and living room culture.
Live streaming means that the show allows the audience to keep watching the show, and the competition format allows the audience to have a sense of participation in guessing and predicting. At the same time, "Singer 2024" also launched the gameplay of "National Unveiling", "National Prediction" and "National Broadcasting", allowing the audience to participate in the activities of recommending singers, inviting friends to solitaire, predicting results, and watching movies on the same screen in 1+3, which further deepened the connection, immersion and participation between the audience and the program.
If "The World", "Hurricane" and other realistic national dramas give the whole family a reason to watch the big screen together, then "Singer 2024" at least gives users who are accustomed to the fragmentation of the small screen looking for entertainment content the opportunity to squat on the big screen again and seek the suspense and excitement of the event.
Third, variety shows should also be the artistic embodiment of long videos, which can still affect users' aesthetics.
The previous "Singer" series made many viewers discover the treasure singers, and some songs became the ones in the audience's playlist. However, in recent years, short video platforms represented by Douyin have shown a more efficient and toxic ability to disseminate music, so many song selections of music comprehensives have also shifted towards short videos, from leading to following in most cases. In this case, "Singer", which once played a leading role, although there are "short video" singers on the first list, whether it will finally show its taste in song selection and adaptation through the new season of the program, so that the music variety is no longer an accessory to short videos, is still the biggest expectation of the market.
The first singer Hailai Amu
Fourth, the extension of variety shows to the industrial chain is to increase the value of long videos. Long video has long been not satisfied with the program itself for the development and layout of variety shows, how to extend and improve the IP chain, and even open up online and offline, has become a competitive place for long video variety shows.
At the end of April, at the Mango Four Platform Investment Promotion, the "Infinite X-" series of concerts created with Mango Card in the dynamic zone, the "Nanbowan Summer Party" concert of Xiaomang's e-commerce, as well as offline performance businesses such as "Riding the Wind Tour" and "Super Mango Music Festival" were also among them. Under such a layout of the platform, "Singer 2024", which is already competitive and mainly based on live performances, also provides the possibility for the extension of variety shows to offline performance business.
"Singer 2024" has its difficulty and uncertainty in implementation, but it is indeed an excellent card for long video, in this era when attention is increasingly diluted by short videos, how to pull back users to embrace long videos, "Singer 2024" has been thinking and is also taking bold steps, it is undoubtedly an effective result for long videos to verify their uniqueness.
Let the "singer" continue
To a certain extent, the first task of "Singer 2024" is to enhance the public's awareness of "long video capabilities", however, after embodying the complete mechanism, it still faces many challenges.
First, when the long and short are moving towards the era of collaboration, "Singer 2024" has not given up looking for more ways to tell the story of "short video", but how to further deepen this story into the hearts of the people still needs to use more tricks.
In terms of the setting of the first list, "Singer 2024" undoubtedly wants to please short video users.
From the perspective of the first singers, the goal of "Singer 2024" for the whole people is very obvious, including Na Ying at the level of a singer, Rainie Yang who focuses on youth memories, second-hand roses with stronger circle attributes, Wang Sulong who holds a lot of golden songs and has shown his strength in major music comprehensives, foreign singers Chante Moore and Faouzia who are waiting to be known by more domestic audiences, and Hailai Amu, a "big flow" in the sinking market. Among them, Wang Sulong's cover has set off a thousand waves on the short video, and Hailai Amu was born as a singer in a short video, and both of them shoulder the heavy responsibility of the volume of short videos.
Starting lineup of singers
In addition, in terms of some song selections, it is unknown whether "Singer 2024" will specifically select short video hit songs to adapt like the "Voice of God" series in order to get more timely traffic feedback.
How to impress users of short video platforms, and even form a linkage with them, is also a problem that "Singer 2024" should consider in the current communication environment and user habits. At the same time, although the live broadcast form will fill the immersion of long videos, for users who are accustomed to fragmentation and double speed, how to retain and make them realize that live broadcast is an artistic skill of long video will need more time to test.
Second, how to continue to create the "sense of suspense and freshness" of "Singer 2024".
"Singer 2024" comes with the official announcement of the list of first singers, but it is the lack of "suspense" and freshness. After the famous legendary brother and brother Mars and other big names in the music world did not appear in the starting list, the voices on the Internet about "welcoming the singer Na Ying" and writing the script of the singer king's journey for Na Ying began to appear, to some extent, the result of Na Ying = the champion of "Singer 2024" has been determined in the audience's conjecture.
Just like "I Am a Singer 2", in order to compete with Deng Ziqi, who was born out of nowhere, the program team found a number of young singers to compare with it, and when it comes to "Singer 2024", how to snipe Na Ying's championship suspense will be the place where the program team will work hard.
In addition, in the face of such a "plot" that sees the results at a glance, how can "Singer 2024" tell a good reality show, and ensure the uncertainty in the determination of the competition, but also test the skills of the program team. And this may also put forward higher requirements for the singer's singing strength, song selection and adaptation ability, and even the selection strategy of the program group.
In addition to the "sense of suspense", the freshness of the first list of "Singer 2024" has also weakened. In addition to the two foreign singers, among the five domestic singers, Hailai Amu has a lot of traffic on Douyin, Na Ying, Rainie Yang, Wang Sulong and Second-hand Rose are familiar faces or frequent customers of Yinzong.
These familiar faces in the music variety have already shown their creative and singing strength in past programs, and as the starting singer, "Singer 2024" lacks some freshness in the selection of domestic singers. And you must know that in the past, one of the things that "Singer" was able to lead and make the audience remember and even praise was its ability to discover and discover hidden or forgotten singing abilities.
They're not the only ones who have been affected by this.
This may also lead to the fact that the first few episodes will rely more on the singer's song selection, adaptation and live performance, and it is really a moment of hard encounter.
And more importantly, the follow-up unveiling, the freshness, strength, and position of the singers will be raised to another level by the audience.
At the end of the "Singer 2024" press conference, program director Zheng Hongxiao said in response to the "Invite Singer Question": "The choice of the road of live broadcasting, so that the range of singers we choose will indeed be narrower, and we have also met many singers, because of the live broadcast, they politely rejected us, so it is more difficult to meet the strength, courage, and schedule (choosing singers)." ”
When "Singer 2024" is launched in the form of 12 live broadcasts, which meets the needs of current users who want to watch and listen to the real scene, and at the same time allows the long video ability to be repaid by the public, can it finally play a new role in the IP of "singer", opportunities and challenges coexist.
The market is still grateful for this long video choice to let "Singer 2024" start again, and use a more innovative and immersive narrative method to represent the ability of long video to speak.
After "Singer 2024", I also hope that the topicality, artistry, and industrial linkage performance that long video is good at will continue to gather, so that the ability to display long video will continue.
In addition,In the matter of "returning to the big screen",It should never be a delicate slogan and stacked content,But first let users truly perceive what is"TV art"The charm of it,Then create a fixed base point,Use the narrative ability and artistic ability of long video,Occupy the forefront of users' choices。 "Singer 2024" is not a must-have, but it can definitely be a pre-priority at a certain time.
Finally, thanks to this group of people who insist on "TV art", because they also insist on practicing the uniqueness of long videos.