Text │ South Wind
At a certain year's Weibo TV drama festival, several post-95 stars stood in a row, even if they were far away, Nie Xinyuan, the founder of black gold brokerage, could tell at a glance which position his artists were in, "I feel that the two of them are glowing." When he said this, his pride and love for his own artists overflowed into words.
Teachers of professional acting schools interview candidates, and they will always divide them into several common role types in film and television dramas such as male protagonists, female protagonists, and villains according to their looks and personalities. And the major brokerage companies will also have their own preferences when selecting people, and over time, they will become their own faction.
The actors who debuted in black gold all have a highly recognizable "black and gold face", and Nie Xinyuan feels that it is a kind of ascetic look, "I can't describe it with a certain person, but I can only understand that it is a kind of black gold temperament." ”
Nie Xinyuan
After the packaging of the agency, "so-and-so face" is actually not only an adjective of the five facial features, but also a synonym for the overall temperament of the artist and the company's image. At present, there are more than 20 actors under the umbrella of black gold, and they have participated in dozens of film and television dramas, and for a long time, there are producers who are familiar with each other and can also feel ta like black gold actors at a glance when casting. "In terms of dress, there may be some differences in the etiquette and courtesy of the overall people, including some of our artist profiles and pictures, which are in a unified style of black and gold." Nie Xinyuan said.
It is this unique temperament of "black and gold face" that gives black and gold actors more opportunities to participate in large-scale film and television dramas and play leading roles. In the first half of this year, Hou Minghao starred in "Nu Hai Qiansha & Qinling Sacred Tree" and Zeng Shunxi starred in the new version of "Yitian Slaughtering Dragon" and "Take Dad to Study Abroad" took turns to dominate the hot list, the two signed black gold from the age of 16, and almost all the film and television dramas they participated in were protagonists, which was born in 1997 and graduated from non-science classes.
Their growth is inseparable from the shaping of black gold, "one minute on stage, ten years off stage" is not a joke. In black gold, the cultivation process of a "black gold face" is extremely harsh.
Become a "black gold face"
From ordinary people to "black and gold faces", in addition to appearance, talent, hard work, and original family situation can not be less.
Black Gold has two channels for selecting new talents: The Black Gold Point Star and the Black Gold Program. Black Gold Dot Star is the most vertical track, focusing on the discovery of new actors, training them for one to three years, and then recommending them to the right crew to shoot, "It is a professional actor trainee agency." ”
Artists under Black Gold Entertainment
The black gold plan is to select the right trainees first, like many idol agencies in the market, let them debut through the talent show, gain initial public recognition, and then assign them to singers or actors according to their personal characteristics. "Theoretically, the transformation must be completed within half a year after debut." Nie Xinyuan stressed.
With the lessons of the "fresh geek youth group", Nie Xinyuan feels that idols in China are not a profession that can survive for a long time, "it is only a temporary synonym for popular newcomers." For black and gold artists, the draft is only a debut stage for appearances, which can gain popularity faster and enhance their opportunities and voice in career choices.
More often, the newcomers who have just entered the black gold are like Chen Jingke, Yi Ran and Chen Xiangyu, who silently accept various trainings and stand out again and again in the irregular assessment, and only then will they have the opportunity to debut and shoot film and television dramas.
During the training days, they are taught by teachers from professional colleges and universities every week, and their performances, shapes, lines, public relations, etc. are various. "And we have to leave homework in every class, completing homework is a very hard thing, you have to watch dramas, watch movies, watch variety shows, and then write about hindsights and analysis, so being an actor trainee in our company is really tired, even more tired than school."
In the end, it is jointly assessed by the teaching teacher and the team serving ta, and the survival of the fittest is won. "We mainly want to comprehensively see whether this person can become a person who can integrate into this society in this living environment after entering this circle in the future."
Heijin was founded from scratch by Nie Xinyuan and singer Shang Wenjie and their management team, and today's achievements are inseparable from the efforts of the founding team, so Nie Xinyuan hopes that the newcomers to Heijin can have the mentality and values that fit him. "I am a person who has come to this day by my own efforts, hard work, and constant thinking and learning, and there are no shortcuts to success, and I think my team and my artists must also have such a high degree of recognition." If you can't do something with your love and struggle, you are not a black gold person. ”
The cultivation of the three views of the individual requires a relatively harmonious original family, which is also the most distinctive point of black gold in the selection of people. A good native family environment can make a person have good qualities and personal habits, in the entertainment industry with increasingly high requirements for moral standards, artists who know how to control, motivate and educated will naturally gain certain advantages, and the company will worry a lot less about its negative news.
"It's not that he is a single parent or his life is not good, I pay more attention to the family's tutoring, three views, and how to look at the child as a star." Many people look at the contract and the focus of all the concerns is on the proportion and signing time, but we hope that the parents of the artist are more concerned about the growth of the child: 'If the child is really verified by you without this talent, how do we let the child return to society?' Then you will find that there is a certain level of hierarchy and pattern of the whole family. Even if they are not so rich, they are very concerned about the physical and mental health of their children. Nie Xinyuan said.
Hou Minghao played Wu Xie in "Nu Hai Qiansha & Qinling Sacred Tree"
"Reverse flow" culture method
Black gold is somewhat anti-traffic in the operation of newcomer actors. Compared with fans, Nie Xinyuan hopes that the newcomer actors who debuted from black gold will first accumulate word of mouth and hone their acting skills. In fact, this is a common way for newcomers to grow up, but the Internet has created the traffic era, and the growth path of newcomers has also changed, and the market has begun to choose the so-called "traffic king" when choosing new people. Agencies and teams that can sink their hearts step by step to build new people are rare.
Newcomers in the market circle fans have a fixed routine to follow, sweet pet, double male protagonist in the new "overnight popularity" has always had an unshakable position. These dramas often have higher requirements for the image of the protagonist than the acting skills, and the plot is similar, and few high-reputation masterpieces appear, but the ratings are very gratifying, so they are favored by newcomer actors.
The actors of black gold have rarely participated in film and television dramas that are purely traffic-oriented. Hou Minghao's first drama "Cambrian" as the protagonist is a suspense drama, and the only campus drama "People Are Not Tough Teenagers" tells a series of tough stories of hot-blooded teenagers in their third year of high school, which has nothing to do with sweet pets and CP. Zeng Shunxi's recent work "Take Dad to Study Abroad" is a typical realist drama, and before that, "Take My Brother Away" is a youth drama, but it tells the story of brothers and sisters. And "The Tale of the Dragon Slayer in the Heavens" is even more masculine.
Zeng Shunxi played Zhang Wuji in "The Tale of the Dragon Slayer in the Heavens"
Nie Xinyuan believes that with the age and experience of Hou Minghao and Zeng Shunxi, there is nothing wrong with acting in youth dramas, but actors must be able to make progress in acting skills through this drama, and their profession is gradually recognized by professionals in the industry, which is more stable than a play "popular". "I hope that one day they will stand on the stage of the award ceremony and say something like Chen Kun Hu Ge." Instead of boiling water like a thank you cliché. This requires professional precipitation, and it requires a stable and composed heart. Nie Xinyuan's tone was firm.
A black gold company dominated by post-95 newcomer actors, Nie Xinyuan naturally pays more attention to the online drama market. The audience of online dramas is mainly young people, and the plot is fast-paced, which is convenient for users' personalized viewing. The TV series adapts to the living room culture, focusing on the short social and people's livelihood of parents, which is more realistic, for newcomers with shallow qualifications, participating in such TV series will be a huge challenge, and it is easy to be repulsed.
"We are very careful about the newcomer's TV series, such as "Take Dad to Study Abroad" such a realistic theme, playing the life of the people. You're surrounded by drama bones, too easy to compare. So we're very careful about making decisions that roles aren't fit enough really can't be touched. But Zeng Shunxi finished well, and the director and Sun Honglei were very satisfied. ”
Not only that, but the actors of black and gold rarely participate in variety shows. During filming, they didn't have much exposure. Nie Xinyuan said, "In the matter of actors, we have always taken actors to build in terms of drama bones, so we do not do too much traffic idol work, second, we do not do too much variety show exposure, and third, we do not quote high prices." Because I think what they are important to do now is to accumulate works, to accumulate word of mouth, and the amount of money they give cannot help you accumulate word of mouth, that is, to consume you. So I think we still have to make some good works that can really become masterpieces, and cooperate with good directors and actors. ”
Black Gold also prohibits actors from filming two scenes at the same time, or filming another variety show at the same time. "I don't want artists to do their duty well for the sake of popularity, and it is the most important thing to improve their abilities when they are young!" There are really a lot of black gold house rules, which Nie Xinyuan has repeatedly emphasized.
Be a brokerage company that cultivates newcomers with strength
Heijin was established five years ago, last year officially returned to the idol industry, the speed of star-making is not fast, Nie Xinyuan hopes to launch at least two new actors and two new idols every year, "that is, in the market feel that the quality is very good, you can also have your own works." I don't pursue blockbusters and high-income returns, all of which are unstable. ”
It takes a relatively long time to establish a good reputation, so he does not have KPI requirements for his debut artists, so that artists can have a relatively relaxed growth environment and full freedom to choose works with word of mouth. "What they have to do is shoot projects that suit their age and that they can navigate. I don't want artists to be red for the sake of red, this is our three views, I only have this basic requirement. ”
Black gold newcomer actor Chen Jingke
Hou Minghao and Zeng Shunxi signed a contract with Heijin at the age of 16, and from debut to leading role, Chen Jingke, who debuted in August last year, also continued to undergo three years of closed training in Beijing and Los Angeles. Black gold is particularly willing to spend financial resources and energy on cultivating new talents, and must be carefully polished. In the interview, Nie Xinyuan will use the word "careful" whenever he talks about the cultivation of new people, "We are really very careful as actors, the company has been established for five years, all artists have no scandals and negativity, and we do not pursue overexposure on hot searches." In the long run, traffic is inversely proportional to acting. ”
However, the business mode of black gold only quality theory sometimes inevitably collides with the general environment of the market only traffic theory, especially when it comes to new people with no name, and many brokerage teams rely heavily on traffic, which makes him feel confused, "I think it is the biggest misunderstanding for newcomers." In fact, idols need traffic, newcomer singers and newcomer actors do not need traffic, they need professionalism. ”
Nie Xinyuan's blueprint for Black Gold is to become a brokerage company that is cultivated by powerful newcomers, so he attaches great importance to the professionalism of newcomers. In his concept, an actor from a fledgling newcomer to a relatively mature stage, it takes at least three to five years, experience needs time to precipitate, there is no other way. "There must be this stage, not to say that a drama becomes a big artist when it is filmed." On the contrary, if a drama is filmed, it is even more necessary to take root in the crew with low-key diligence, otherwise it will die faster. Nie Xinyuan kept smiling and was very easy-going, but he was also very firm on the issue of principle.
Therefore, most of the artists of black gold signed up with this company at the age of teenagers, and Nie Xinyuan had a sense of responsibility for them, "What I have always told parents is that your children are really small, and I try to make black gold an international school." Let them grow up in a place as clean as possible. For Hou Minghao, Zeng Shunxi and Chen Jingke, who grew up with the company, he also has different feelings.
"Because I am (bringing them) from their adolescence to the present, I don't want to say anything about sons, children or anything, but I feel that at least I am one of their life mentors, bringing them into the society, taking over part of the responsibility of their parents, to continue to cultivate their correct three views, standardize their behavior, and deeply purify their circle of friends. After many years, even if the contract expires, the child who returned it to them did not become bad, but got better and better in all aspects, positive three views, and continuous improvement of professionalism, which is my success and pride. ”
In the process of getting along with artists, Nie Xinyuan also often finds the shining points in them, especially how to behave, and the two sides learn from each other and grow together. Compared with the identity of "boss", he is more like a teacher and friend in the attitude of treating new people, giving new people the opportunity to trial and error, and giving full patience and teaching. "Every person, any kind of work in the end of the hard injury is personality, so why everyone says that character determines fate, our company is more in assisting a person's character to be perfect, sound, so that he can develop healthily, our employees have also been assisting in doing this thing."
Black gold newcomer actor Iran
When Nie Xinyuan led the team to leave Huayi to establish Black Gold, he knew very well what kind of company he wanted to be, and from the perspective of the development process of Black Gold's debut artists, he was not a person who was so ambitious.
"I'm not saying that you have to be the first, at least that when a young man who wants to be a star chooses an agency, he focuses on considering that there is black gold in the company." When film and television companies choose role players, they will focus on the newcomers of black gold. I thought it was good. I have always emphasized the spirit of craftsmanship in the company, both as a team and as an artist. Without the spirit of craftsmanship, anything is cramped and there will be no stability. But this requires meeting the right people, constantly searching, trial and error, collision, review, finding a strong craftsman, working together, this is the core competitiveness of black gold. ”