Relying on a blockbuster song, how far is the Internet celebrity anchor from the singer and artist?
In 2018, Hu 66, a Kugou live singer who sang "Empty as Empty", after creating a miracle of 2.3 billion online broadcasts, once fell into the dilemma of "singers are not red" in the second half of the year.
Relying on the popularity of songs but the lack of follow-up strength, almost universally exists in the live broadcast industry, how to promote the transformation and upgrading of anchors for a long time and continuously, is a problem that every Internet celebrity anchor and live broadcasting platform needs to overcome together.
In the face of difficulties, Hu 66 and Kugou played a combination card with their own characteristics: Kugou empowerment, strong resource support exposure; Hu 66 self-accumulation, frequent singles to sharpen singing skills. It's a two-pronged approach to content upgrades and traffic exposure.
Hu 66 herself does not know whether she can successfully break the wall, but she said, "For music, I am still on the road." ”
A song "Empty as Nothing" became popular
"Day and night are winter nights, and I never refuse the arrival of sadness, and it is empty anyway..."
At the beginning of 2018, a song "Empty" suddenly became popular, with a low, affectionate and rhythmic voice with sad lyrics, seducing people's feelings of pain and confusion after the breakup.
Soon, this song was widely disseminated, dominating the major music charts online, and offline became a must-play and must-order track for KTV in supermarket shopping malls, becoming a popular single at the beginning of 2018.
It even attracted the attention of many star singers, among them, Wang Feng, who is known as the "half of the country" in the Chinese music scene, sang "Empty as Empty" and made the popularity of this song climb to a new high.
In fact, as early as the beginning of last year, Hu 66 made a big wave of popularity for singing "Empty as Well", which was well known, but at that time, the popularity of the song was still much higher than herself.
After the end of that issue of "Singer", various music big V strongly recommended "Empty as" on social media such as Weibo, and once again highlighted the original post-95 music girl Hu 66.
As of the end of 2018, only on Kugou Music, Hu 66's "Empty As Well" played more than 2.3 billion and exceeded one million reviews, dominating the chart for 21 consecutive weeks, becoming a miracle of Chinese song playback in 2018.
The speed at which "Empty and Empty" became popular is unexpected, but in fact, it is reasonable, from the lyrics to the singers.
The well-known music big V "Chao Music" commented on Weibo "Hu 66 original version is more low and affectionate, like a girl telling her past and confusion, listening to it like the title of the song is empty inside." ”
Nowadays, "Empty as" has gone beyond the meaning of the song, but has become a network symbol, in the Kugou Music "Empty As Well" song comment area, netizens spontaneously gathered together, leaving behind an emotional story that once made themselves "empty".
For the popularity of "Empty as a" hit, Hu 66 also experienced a "process from excitement to calm".
"Queen of Songs" Hu 66's musical dream chasing road
"66, your emptiness is also singing awesome!" When friends around him also gave Hu 66 a thumbs up, Hu 66 still felt surprised and incredible.
"I didn't expect to be able to achieve such a good result in the air!" At first, Hu 66 was more joyful and excited than sighing, and she would be very excited when she saw everyone play "Empty", and often a sense of pride would spring up in her heart.
The development space of Hu 66 has also been repeatedly expanded with "Empty and Empty". After the release of "Empty and Empty", Kugou live broadcast fans and network traffic have increased significantly, and the most surprising thing is that offline business performances continue to pick up.
But the busy work also made her miss a lot of opportunities, the first season of "Creation 101", "Children of Tomorrow" have thrown an olive branch to Hu 66, and she almost became one of the members of SNH48, all of which were rejected because they were too busy, which once made her very entangled.
With the passage of time, Hu 66 seemed much more indifferent: "I am very happy about the success of the empty, but I think that my music is not only empty, fame and money once made me very satisfied, but then I figured it out, I have always liked music, and it is what I have to do next to create more empty and popular songs." ”
Speaking of Hu 66's musical path, she has been associated with music since she was a child, because her parents like music very much, and hu 66 has been influenced by the family atmosphere since she was a child, and she hummed with her family when she was learning to speak.
Later, Hu 66, who was 18 years old at the time, participated in the "Super Girl" and was shortlisted for the national top 100. Although it stopped in the top 100, it made this girl who was still slightly immature at the time excited, and she was more determined to her musical dream.
In the years that followed, Hu 66 once tossed and turned, and also became a resident singer in the bar, conquering the audience in the bar with songs. It was that bar experience, in addition to the music, polished her a bit, laying the foundation for future live broadcasts and fan interaction.
In 2017, Hu 66 was curious, settled in a short video platform, participated in activities and competitions or usually sang casually, all recorded as small videos to upload, accumulated the first batch of fans, and also let her find another channel to release her passion for music.
It was also at this time that Hu 66 met the Bole in her life and brought her thousand-mile horse into the cool dog live broadcast.
"Maxima" met "Bole" and entered the Kugou live broadcast
"At the beginning, I sang at the bar night show, and then I entered the short video platform to publish a video, and then I met a brother on it, he was a kugou live broadcast guild, he took me to kugou live broadcast, it was my life Bole." Hu 66 is very grateful to her little brother who brought her into the cool dog.
In October 2017, Hu 66 officially entered Kugou Live and became a live singer.
Despite the rich experience of resident singing performance and profound musical skills, Hu 66 was still more nervous about the first live broadcast. "I don't know how the live broadcast room faces the audience, whether it will be different from reality."
Soon, Hu 66 adapted to the rhythm of Kugou, and in the next two or three months, relying on the Kugou brand linkage effect to sing the popular "Empty".
At the beginning of the release of "Empty as Well", there were still few people who knew about it, and Hu 66 opened the door to the attack of "Empty As Well" in the live broadcast room.
When Hu 66 sang "Empty" to thousands of fans in the live broadcast room for the first time, it was widely praised, more and more fans liked the song, and Hu 66 also "asked" fans to like and call for her Cool Dog music charts in a timely manner.
The help of a large number of fans is amazing, and then in just over a month, "Empty" has rushed into the Kugou music soaring, TOP500, new songs, red song list, extremely high ranking, and the songs of a number of well-known singers and stars.
Subsequently, under the dual publicity of the spontaneous dissemination of fans and the accelerated promotion of the platform, it achieved the success of "Empty and Empty".
However, for a long time after "Empty as Nothing", Hu 66 once fell into the dilemma of "singers are not red".
Cool dog empowerment to help more "Hu 66" break through
Hu 66, known as the "Queen of Songs", although it has its name on major lists, everyone knows more about "Empty as Well", but does not know much about herself, and is in the state of "the original emptiness is also sung by her".
In fact, Hu 66's dilemma is also similar to the situation of most anchors in the industry who seek transformation and upgrading.
At present, in the live broadcast industry, all the anchors who are more head of the live broadcast platform will produce singles, or sing the theme song for the network drama, which is also well received, but only a very small number of people are going farther and farther on the road of transformation and upgrading.
For example, Douyu Feng Timo, Momo Dazhuang, Douyin Fei Qiming and others, among them, Douyu Feng Timo and Hu 66 are the most similar, the same is the appearance, popularity online, but also because of a song caused hot attention.
In February 2018, Feng Timo swept the Internet with a cheerful melody and sweet singing "Buddhist Girl", taking advantage of this boom to take a big step in self-transformation. After "Buddhist Girl", Feng Timo has participated in many well-known variety shows such as "Every Day Upward" and "Happy Base Camp", and even appeared on "CCTV".
Almost all the anchors who have been more successful in transformation are relying on a large number of pictures outside the platform and continuous exposure to promote transformation and upgrading after "a song of popularity".
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After the predicament, Hu 66 also began the battle of breaking the circle of self. First of all, in December last year, Hu 66 played a live variety show "By You Music List", and with Lai Meiyun, Wang Ju and other well-known female group members and pop singers to PK songs, hu 66 with the new song "Annihilation" through the "By Your Music List" shine.
At the beginning of this year, Hu 66 filmed a men's clothing blockbuster, and the annual offline festival won the opportunity for well-known producers to customize singles.
In addition to the mainstream network, entertainment programs, art media exposure, Hu 66 has also been able to "sink", Hu 66's propaganda posters are currently laid out offline bus stop signs, and its bus stop signs have attracted the attention of passers-by.
In the future, Kugou said that it will speed up the pace of star-making, explore the star-making model based on its own advantages, incubate more high-quality live singers to transform and upgrade, and help more "Hu 66" break the circle, "What we want is not only a Hu 66, but more Hu 66."
Hu 66 on the mainstream stage, well-known programs, online and offline linkage publicity exposure is naturally inseparable from the help of the big brand of Kugou, but as the saying goes, "playing iron also needs its own hard", the most critical thing is the "accumulation" of the live singer itself.
Hu 66 became popular with "Empty as Nothing", but she was not satisfied or immersed in the aura of achievements, but continued to concentrate on creating and polishing music.
In 2018, Hu 66 has successively released a number of original singles such as "Don't Say Sorry", "Born Hard to Guess", "Ronin Pipa", "Annihilation" and so on.
In the new single, "Ronin Pipa" is the most popular, which can be called another hot golden song after "Empty". "Ronin Pipa" is a song created by Hu 66 in cooperation with the well-known singer artist Monose Ling, and this song has achieved good results once again.
While empowering the platform and accumulating self-accumulation, Hu 66 said that he will also make more use of channels such as Weibo, music platforms, and short videos. In the future, I will also interact with fans in the Weibo and Kugou music comment areas. Now short videos are very hot, I was also in contact with short videos at the beginning, this aspect will also be done, platform help, I also have to work hard in many ways. ”
The transformation from an Internet celebrity singer to an artist singer requires a bonus of favorable timing and place, in addition to a certain amount of luck and platform resources, it also requires the anchor itself to be excellent enough to continuously produce high-quality singles, and seize the momentary opportunity to become popular when luck comes.