Text | Garlic jelly corner
After four years, "Singer 2024" has finally made a big one.
On the night of the premiere, topics related to "Singer 2024" began to swipe on various social platforms, from #Naying nervous# to #Fifty years old lady guarding the country# became popular on the whole network, and one day later, it received 974 hot searches on the whole network, and the main topic of the Douyin program won 3.29 billion plays. At the same time, the four-day heat fermentation also brought fire to the share price of Mango Supermedia, as of May 13, Mango Supermedia closed up 11.69%, and once rose more than 12% intraday.
Hunan Satellite TV is indeed accustomed to using a star lineup to pry market topics in variety shows, but the explosion of "Singer 2024" is obviously slightly different from the past. To put it simply, this show hits the multi-dimensional interest of the market, allowing users to integrate memes with their attention to Chinese music, thus forming users' independent discussions and topic diffusion.
In the past two years, the efforts of various variety show tracks have made the weak trend of the music variety more and more obvious, and every year there are music variety shows to meet the audience, and the music variety track is also moving towards segmentation, but the number of programs that can form a certain influence in the market and launch several popular songs is still limited. In this context, although the good start of "Singer 2024" is difficult to learn from other programs, and the program may not continue to rise in the future, at least we can still explore why such an old IP can bring market shock this year.
Why can "Singer 2024" trigger the whole people to play memes?
As an old IP music series, "Singer 2024" naturally has a certain degree of topicality, but this time in order to re-emerge in the rivers and lakes, the show is indeed attentive enough. Boldly adopting the form of full-open microphone live broadcast to respond to the mass market's expectations for the authenticity of music performances is an important foundation for it to attract audiences, and on this basis, the internationalization of the program is the key to this national meme.
In the first unveiling competition of "Singer 2024", in addition to Chinese singers Na Ying, Second-hand Rose, Rainie Yang, Wang Sulong and Hela Amu, there are also two overseas singers Shanti Mo and Fanxia Oyia. Before the show started, the audience was ridiculing the lineup and knew that Na Ying had won, and it wasn't until the show ushered in a "reversal" after the broadcast that the show really had enough popularity.
To put it simply, it is two overseas singers who are not familiar with Chinese people who gave wonderful performances that exceeded expectations, and the "reversal" result of overseas singers beating Chinese singers in the first phase of the competition provided netizens with an opportunity to create memes and play memes. #那英 The fate of the Yehnara clan #, #五旬老太守国门#, and #格莱美大战草莓音乐节#等等热门话题看似是节目首期竞演结果激发了观众的荣辱感, but perhaps it is more appropriate to describe it as "watching the excitement is not a big deal".
Na Ying's every move turned into an emoji, and netizens went to the comment area of the powerful singers in their hearts to call on them to participate, which was just a manifestation of national socialization. When Han Hong also joined the meme team, he sent out "I am Chinese singer Han Hong, I invite you to fight!" After the blog post, the market's slightly stunned reaction followed by laughter also confirmed this.
Providing the audience with the source of memes is already a necessary step for the current variety show to become popular out of the circle, and the key to "Singer 2024" being able to inspire the whole people to play memes is to step on the market sentiment. In recent years, the market has been singing and declining about the Chinese music scene, and the public hopes to see more powerful musicians and singers appear, and when there is an opportunity for people to give their excellent singers and musicians Amway to more people, it will naturally inspire them to act.
In particular, the topic of "who is suitable for "Singer 2024" is open to all those who are interested in music, and everyone will have their own answer in their hearts, so we saw netizens pouring into Deng Ziqi's live broadcast room and seeing many singers responding to fans' expectations. In other words, the opportunity provided by "Singer 2024" to play memes hits the mood of the mass market and everyone can participate, making this battle to help Naying "shake people" bigger and bigger.
When the show reacted to public opinion and said that the singers could sign up independently, it can also be understood that the official of the show had determined the netizens' play this time - people who care about the Chinese music scene are looking for singers who are suitable for the show. Such a response does reflect Hunan Satellite TV's understanding of the market and its control of public opinion, and coming to this point may not be in the main expectations of the program team.
The fully transformed "Singer" is still saving itself
This time, "Singer 2024" can become popular on the whole network and is inseparable from the invitation of overseas singers, but in fact, the participation of international singers is not the first attempt of the IP of "Singer". In 2015, Zheng Chunyuan participated in "I Am a Singer Season 3" as a fill-in singer, and since 2017, Di Mahi, Jessie J, kristian Kostov, and MISIA have participated in each year's program, so "Singer 2024" should be said to be more natural than innovative and innovative.
Bringing international singers to the show, on the one hand, is to add freshness to the content, and on the other hand, the show is always in the practical dilemma of difficult invitation. In the early days, as an imported program, the positioning of "I Am a Singer" continued the original Korean version, and it was a singing variety that tried to make the silent strength singers return to the market, so the singers who can be on the "singer" stage mean that they have strong singing strength and a certain market influence, but when the program is broadcast for many seasons, there will be fewer powerful singers to be discovered in the local market, and the program begins to face the situation of difficult invitations and declining word of mouth.
Since the fourth and fifth seasons, "singers" have fallen into the predicament of the comprehensive N generation, and they can always get a high degree of topic with the singer lineup in the early stage, but with the broadcast, word of mouth will continue to decline, until 2020, when the "singer" makes drastic adjustments, "Singer: The Year of Fighting" focuses on young singers, trying to get rid of the high standards for singers in the past, but the results are unsatisfactory, and the market still does not buy it, so the development of IP has temporarily entered a state of stagnation.
Obviously, it is difficult to completely change the market perception for many years, and this year's "Singer 2024" is actually still trying to change. Judging from the lineup of domestic singers in the first phase, Second-hand Rose is a representative band of localized rock, Wang Sulong's creative strength has been verified by the market, Rainie Yang has accumulated a number of touching works over the years, and Hailai Amu's works have a strong influence in the middle-aged and elderly and sinking markets, but in fact, it is difficult for other singers to be called powerful singers except for Na Ying.
Including the second round of voting list for the program released so far, Li Hao, Boyuan, Su Miaoling, Wu Mochou, Shi Xitong, Wang Jingwen is not fat, Anda Group, Jude and other musicians of different music types and different ages are among them, it is not difficult to see the determination of "Singer 2024" to pave the way for the follow-up long-term development, and insist on adjusting the perception of the program in the market - so that the program will change from mining and amplifying the strength of singers to providing a stage for head musicians in various fields.
The original intention of providing a stage for more musicians is good, and in addition, the choice of the form of full-open microphone live broadcast this year is also in response to the extreme dissatisfaction of the market with lip-synching in the past two years. From the perspective of the industry, it is worth affirming that an old music variety IP with strong influence is willing to provide more opportunities for musicians on the current situation of the industry, and is willing to pay attention to market sentiment and market demand for reform.
However, in Yu Yujun's view, such a transformation direction may not make "Singer" usher in a new life. First of all, from the perspective of the industry environment, the music variety track is crowded enough, and every music variety is providing a stage for musicians, "Singer" may be the biggest stage among them, but when it no longer focuses on the label of powerful singers, it is easy to lose enough characteristics and differentiation.
Secondly, judging from the current market feedback, the market still seems to be more concerned about the singers. The most obvious is that Na Ying is the absolute subject in the memes of netizens, and the other participating singers are almost not in the scope of discussion, and netizens are also looking for the singers in their hearts, in other words, because of the "Sino-foreign war" in front of them, the audience has no intention of paying attention to the changes in the show, and is even still looking forward to seeing the high-pitched showdown between the singers on the stage of "Singer 2024", which is not good news for "Singer 2024" who wants to reverse cognition.
If IP wants to save itself and find a sustainable development direction, there is a high probability that it cannot meet the expectations of the market. However, we also believe that the transformation of "Singer 2024" is not hopeless, since the program team is introducing more overseas singers, and has begun to emphasize the exchange of musicians at home and abroad, and the audience is also concerned about the "Sino-foreign showdown", then the program may be able to take advantage of the trend to transform to "Sino-foreign exchanges", so that musicians at home and abroad of the same type collide, singer-songwriters and singer-songwriters, singers and singers, traffic and traffic, such a program may also achieve a double harvest of topics and word-of-mouth.
As a classic among these dishes, the long-term continuation of the IP of "Singer" has great value, and it can reach the mass market more easily than other music variety, and Hunan Satellite TV also has more resources and financial strength to realize the exchange of Chinese and foreign musicians in variety shows. Therefore, we look forward to the follow-up performance and future development of this year's "Singer 2024", so that more excellent musicians and good music will linger in our ears.
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