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- Source/Brand Observer
- Author/Brand Observer
Introduction: With the return of "I Am a Singer", which has been suspended for many years, the Chinese music scene has resounded with the cry of recovery and prosperity.
Before the prosperity could spread, it was extinguished by the "full live broadcast" competition method and the tragic situation of "trampling on the great powers".
What's going on? went to see it, this season of "Singer" is really ruthless, and as the saying goes, it is "eating pancake rolls and croquettes - setting up a cannon and hitting it inside".
The first performance woke up the sleeping Chinese music scene like a "thunder", and several foreign friends who came for the effect of the show were all extraordinary with their skills, and they opened their mouths to go to the cool Linggai.
On the other hand, on our side, "Pop Paradise Queen" Na Ying, "The Highest Order of Red and White Ceremonies" Second-hand Rose, "Golden Melody Singer" Rainie Yang, "Yi Singer" Hailai Amu, "The Secret of the Post-90s" Wang Sulong, it seems that everyone who has time to come is here!
What about the singing effect? In a word: not on the international track......
Before the show started, the sound of the end of the Chinese music scene began to rage, and after the live broadcast ended, the wailing was several octaves higher.
At this point, "Singer" has been ripped off the throne of the "God of Music Comprehensive", and people are only concerned about one thing - who will save the Chinese music scene?
When the mature pop industry collides with the entertainment music scene, the outcome of this performance may have been predestined.
The much-anticipated "Challenge Na Ying Ji" before the game became "The Adventures of Na Ying", and the outrageous thing is that the 57-year-old Na Ying became a lonely brave, and she became the only attraction among Chinese singers who should have retired to water the flowers.
The other four singers are not unable to fight at all, at least they sang the life of ordinary people together: when I was young, the sweet songs of Rainie Yang and Wang Sulong became favorites, and after experiencing all kinds of life, Hailai Amu's vicissitudes of life deduced the bitterness of middle age, and finally, as soon as the second-hand rose music sounded, it was time for me to leave......
To be honest, these singers with different styles but not too outstanding strength are difficult to be directors when they can gather on the stage of "Singer".
The bad thing is that the foreign singers are all full grades, and the opening is the Grammy Music Festival, isn't this bullying honest people?
No wonder honest foreign friends bluntly said before the game that they thought they were invited to be judges, and now it is all reasonable.
Source: Mango TV
Seeing the results, all parties were calm, the top two foreign singers, and the rest of the Chinese singers fiercely competed for the penultimate ......
Source: Weibo @ I'm a singer
The big soldiers in the Chinese music scene, who will save Yehenaraying?
Source: Weibo
Seeing that the turmoil of "insulting the Chinese music scene" is getting worse, the singers who can and can't be on can't sit still, and petition the program team to carry the banner of counterattack.
Han Hong said, "I am Chinese singer Han Hong, I invite you to fight!" ", quickly rushed to the first place in the hot search.
Source: Weibo @ Tibet Qamdo Han Hong
After that, Huang Liling A-Lin, Jiang Yingrong, Ji Minjia, Zeng Yiming, Wang Xi, Liu Meilin, Luo Qi, Zhang Hexuan and many other singers handed in their petitions, eager to save face for the Chinese music scene.
Netizens have begun to search for the three generations of powerful singers from Hong Kong, Macao and Taiwan, and all kinds of bigwigs have invited them all over again, and they can't wait for the national team to shake people directly.
In the end, this Khan's big soldier gradually evolved into an Internet activity award, and the popularity of "Singer" also climbed to another dimension.
It's also ironic, the "high-quality singers" who usually have thousands of yuan ticket prices for concerts are all invisible at the moment, no wonder everyone is angry, and it's really hard to do something!
But it was not entirely without merit, and the first performance was seen as a non-mainstream art meeting mainstream art, revealing its essence and rebuilding the contemporary pop music order.
In my opinion, optimistic, or overly optimistic.
In fact, the death knell of "the Chinese music scene is finished" has been resounded, and it is just another wail that has been piled up after more than 20 years of regression to today.
If you want me to say, the Chinese music scene is not over, but we need to accept the fact that it is lonely.
Nowadays, watching short videos and listening to some music has become the choice of most people, and everyone is getting smoother and smoother on the road to becoming a qualified cyber worker.
It's just that after we get tired of listening to the same melodies and tunes, and begin to hate these "assembly line" works without emotional progression and transition, we can't find a "masterpiece" that can wash our ears.
So that sentence in the Chinese music scene was over, and it was thrown out with confidence.
Looking at the Chinese music scene in recent years, the mode of Douyin saliva songs and occasional masterpieces has almost become the main tone.
The appearance of high-quality works is as precious as the discovery of a new continent.
At the beginning of this year, no one expected that the old tune of "China's New Rap" would dig out the "new pearl" of the Chinese music scene and once again bring shock to the lifeless music scene.
Relying on the popularity of abstract songs, people found that he also had a song "Apu's Thoughts", and his simple love for the Yi relatives and land touched countless netizens.
The "Factory", narrated by the god of Henan rap, integrates rap into profound social issues, and is known as the elegy of the era of the youth of the town.
Source: Bilibili
In the fast-paced era of impetuous lead, such songs have become a window to tell all the stories behind them, arousing people's strong sense of empathy and identity.
It shows that we don't have good works, but we lack a platform to express, a lack of vision to discover, and a lack of courage to sink down to make high-quality works, which is the sadness of an era.
A few days ago, the Phoenix Legend Beijing concert attracted the attention of the whole network, especially countless young people found fun in it, Zeng Yi and Linghua, who were once ridiculed as "earthy", ushered in their top moment.
People found that YYDS in the Chinese music scene had always been by their side, but they just needed to clear the clouds and see the light.
And the lamentation from time to time is our confrontation and unwillingness to the "mainstream" Chinese pop music scene created by the industrialization of entertainment and commercial culture.
Source: Xiaohongshu netizens
Just from another perspective, these music have conquered some people, cultivated a huge market, and reaped economic benefits and communication effects, which is not also a victory in the process of music development.
That's why I said that the Chinese music scene is not over, it's just a matter of how you judge.
Perceiving the direction of the tide of the times from multiple perspectives may give you a different answer.
After the popularity of "Singer", there is another new change that has caught my attention, from a business point of view, brand sponsors still favor the music comprehensive, and there is a trend of returning to the peak.
Under the banner of reducing costs and increasing efficiency, variety show creators need to consider the needs of sponsors and market changes, which have made it difficult to attract investment in variety shows in recent years.
The deepest impression of sponsorship brought to me by "Singer" is the ubiquitous Liby laundry detergent before and after the competition in the previous seasons, and Liby, which won the brand positioning with slogan, has invested billions of yuan in variety shows such as "Singer".
The fate of Liby and I as singers seems to be destined, and the program has designed "Liby" to be written from top to bottom, which becomes "sound" and is skillfully integrated into it.
The effect is significant, and the data shows that the cooperation between Liby and "I Am a Singer" in the first season has increased the popularity and reputation of Liby by 13%.
This season, the sponsor lineup is still strong, Junlebao Janeol, VIVO X100 series, Pechoin, Tomson Beijian, Wuliangye, Baisui Mountain, etc.
Source: Mango TV
There are many famous scenes of sponsors left by the music comprehensive:
In 2005, "Super Girl" became popular, and the sales performance of its title sponsor Mengniu yogurt soared.
I believe you still remember that in "The Voice of China", Hua Shao's wonderful advertising slogan "Authentic Good Herbal Tea, Authentic Good Voice" was broadcast, which is also a landmark event in the history of music comprehensive.
In recent years, there have been some new tricks for brands to settle in variety shows, such as in "Stage 2023", the Tang Daren brand is no longer displayed in the scene all the time, and there are natural adaptation scenes such as "returning to the dormitory late at night to eat a bite of noodles".
As a high-frequency linkage field of brands, the entertainment territory attracts a number of sponsors, and no one is willing to let go of this opportunity to communicate with young people in depth.
Now, the return of "Singer" has once again made people see the arrival of the "golden age" of music comprehensive.
What's more, it is the road with the most traffic and the most dense barrage.
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