Author/Jin Jinjin Editor/Guo Ji'an
With the end of this year's three rap programs one by one, nearly 100 rappers have entered the public eye. There are not many rising channels for domestic rappers, and participating in variety shows is undoubtedly the most rapid and effective way to get out of the circle.
Entertainment Capital theory counts the three programs since the launch of the broadcast, the popular players' business resources, live broadcasts, mainstream stages and fashion resources, although the rappers' previous popularity base is different, some have developed from vegans, some people have a certain degree of recognition, but from the statistical results, this year's degree of commercialization is not very optimistic.
The number of business resources of the contestants is hovering in single digits, and there are few fashion resources; in the case of the further extension of the double 11 front, there are only a few rappers who walk into the live broadcast room and appear on the stage of the party. Although hip-hop culture has ushered in more platforms this year, the three programs will divert the heat, and the audience is also facing aesthetic fatigue. Coupled with the fact that there is no such popular leading figure as Wutiao in the band and Li Xueqin in the talk show, the premise of being seen by the brand still needs popularity and attention. The commercial value of rappers has not been significantly released this year.
This situation is more lonely than the "China Has Hip Hop" period in 2017, compared with a number, only one business resource, and the total business sum of the contestants of the three programs this year is only 1/3 of the year's competition.
(2017 Contestant Business Resources List)
<h1 class= "pgc-h-arrow-right" > female rapper has higher commercial value, and the commercial value of mentors is further enhanced</h1>
(Data source from contestant Weibo)
After sorting out the business resources of the contestants of the three programs, it was unexpectedly found that the commercial value of the female rappers was higher than that of the male contestants.
Yu Zhen, the top eight contestant of "Rap New Generation", was completely a vegetarian before the competition, and after the first program was broadcast, the original work "She and She and Her" that spoke for women was on the hot search, and was one of the earliest contestants in the show. High attention and strong personality have given her the promotion of 6 different brands, far ahead of all rappers this year.
Wanida, the female rapper who went the furthest in "China New Rap 2020", has won 4 business promotions so far, while Wang Qiming, the runner-up player of the same program, has only 2.
Even female rappers with low final rankings and attention can be listed in business resources. Sun Xuanyang and Shi Xitong are the female contestants of "Rap New Generation", they have 2 and 1 business promotion respectively, Lu Ran of "China New Rap" and WangJiangqing of "Rap Listen to Me", also have 1 business promotion each.
Another advantage of female rappers is that they can try more in terms of styling, and Yu Zhen, Adawa, Sun Xuanyang, several highly recognizable female players, have quickly received fashion resources, including the inner page of the first-line supplement.
This situation is similar to the situation in 2017 when "China Has Hip Hop", among the male players who were more popular and well-known that year, the female player VAVA received the most promotion during the game, and there were 12 business cooperation and 1 GQ fashion blockbuster during the game alone.
The reason is that in the rap program with more men and fewer women, female contestants are scarce resources, homogenization is low, and it is easier to get attention. As far as the audience is concerned, female rappers are more likely to do unisex eat-all, and brands will naturally prefer it. If compared horizontally, female rappers are more maverick, more personality and attitude than female celebrities, and they are more likely to be favored by brands that need to highlight trends and pioneers.
It is not difficult to see from the statistics that the promotion of the players is all short-term cooperation, and there is no long-term signing. The mentors who went from the underground to the mainstream have further improved their commercial value after the show.
Gai, the mentor of "China New Rap", as the most successful rapper integrated into the mainstream, has become the spokesperson for warhorse functional drinks this year, deeply bound to the IP of the program, as well as business promotions such as Tmall 88VIP, Lebao Beer, and Comfort Razor. Variety shows have been exposed continuously, "I Am a Singer-Songwriter" seamlessly connects with "China New Rap 2020", during the broadcast of the new rap, there are three variety shows of "Our Song", "Diary of a New Student" and "Mars Intelligence Bureau" being broadcast at the same time, and during the Double 11 period, it has appeared on the two stages of Jiangsu Satellite TV Kuaishou 101 Nights, Suning Tesco 1031 Super Show, and the blockbuster shooting of first-line publications such as Harper's Bazaar.
Rich Brian, an Indonesian mentor of "Rap New Generation", reached a cooperation with Metersbonwe during the program and became the spokesperson of the China American State series, further increasing the awareness among domestic audiences.
"Rap Listen to Me" mentor Pharaoh appeared in two variety shows on station B, "Broken Circle Bar Metamorphosis Brothers" and "Happy Good Buddy"; another mentor little ghost, more like a "mixed-race child" who mixed half of the genes of idols and rappers, the advantages in embracing traffic and commercial value are more obvious, with Dozens of promotions such as Calvin Klein, Versace, Beaster, Philips, Dr. Martens, Armani, Dream Makeup, Zise, L'Oréal Paris and so on Variety shows such as "Crossover Singer King", "Novice Driving", and "Super Dimensional Rising Star" have been continuously exposed.
< h1 class="pgc-h-arrow-right" > the eve of double 11, the content value of rapper has been affirmed, and the commercial value has yet to be developed</h1>
At the node of Double Eleven, the market is hot, and rappers can also get a piece of the pie. On the stage of many evenings this year, there are many rappers.
The six contestants of the "gasoline team" in "Rap New Generation" (Step.jad, Xia Zhiyu, Di Mu, ShengFan, Xiao Qiang, Shark Fin), because a song "we we" successfully broke the circle, due to the clear theme and grand intention, collectively appeared on the stage of Zhejiang Satellite TV's 1031 super show. The other two popular players, Shi Xitong and Subs, will also appear on the stage of Beijing Satellite TV Suning Double 11.
The earliest ending of "Rap Listen to Me", the two popular players of Magic Flash and Gao Tianzuo have taken advantage of the east wind of Mango TV to step onto the stage of the Youth Mango Festival. Will of "China's New Rap" collaborated with mentor GAI on the Zhejiang Satellite TV 1031 Super Show.
In addition to the mainstream stage, movie promotion songs, advertising promotion songs, etc. are also forms in which rappers can maximize their content and commercial value. "Rap New Generation" contestants Lazy and Sundae sang a promotional song for the upcoming police movie "Riot Fight". Yu Zhen, AK, subs and shark fin four contestants sang the song "National 2020" with Li Yuchun.
These forms of exposure are all out of affirmation of the quality of rapper's work content, but in terms of translating into commercial value, it is slightly insufficient.
An important event of this year's Double 11 is live streaming with goods, but the number of rappers entering the live broadcast room is not much. Since the chief sponsor of "Rap New Generation" is Juhuasuan, popular players Jiang Yunsheng, Lazy, Subs, Sha Yiting, Chen Jinnan, Shengfan, etc. have successively broadcast live in Juhuasuan, and joined hands with stars such as Jing Tian and Li Hao to live sell goods. Sweet, a top-eight player, also entered the live broadcast room of Hungry Mo.
If you compare horizontally to other shows this year, rappers are significantly less engaged. The five people who came out of "The Summer of the Band" directly entered Li Jiaqi's live broadcast room, and the Trojan Band will broadcast live with Sohu CEO Zhang Chaoyang; the talk show actors who came out of the "Talk Show Conference" also cooperated closely with the e-commerce giants on this year's Double Eleven, such as the "Talk Show Conference Season 3.5" made by Jingdong and Xiaoguo Culture, Ali invited Li Xueqin to participate in the "Double Eleven Offline Open Wheat", Li Shi took Wang Mian into Luo Yonghao's Douyin live broadcast room, and created 24 million live broadcast revenue in 4 hours; "Sister Riding the Wind and Waves" is more commercial, with 17 sisters participating in 30 live broadcasts in June alone.
The reason why rappers are rare in commercial live broadcast rooms is related to their own characteristics. Commercial live broadcasting needs to be grounded, and their biggest eye-catching point is their distinct personal characteristics, and changing their style to cater to live broadcasting like artists and stars may lose their personal characteristics.
In addition to commercial live broadcasting, frequent public welfare live broadcasting is also an obvious phenomenon this year, "Rap New Generation" has 6 contestants have entered the public welfare live broadcast room of the central video, all of which are poverty alleviation and cultural publicity; Zuo Yuanjie, a player of "Rap Listen to Me", also served as the promotion ambassador of the Renren Charity Festival. Wanting to get rid of stereotypes and emphasize mainstream and positive images more, and being more acceptable at the mass level, may be a direction for the hip-hop culture circle after experiencing setbacks.
<h1 class="pgc-h-arrow-right" > commercial value cannot be significantly released, and the brand operation is being explored</h1>
The negative news that rapper is likely to erupt at any time is a time bomb for brands. In the "first year of hip-hop" in 2017, the hot situation that the price of players rose as much as that of first- and second-tier stars and one person including more than a dozen businesses was still vividly remembered, and after the outbreak of negative news in 2018, the heat of the entire hip-hop circle was poured out, and the commercial value did not return to the level of 2017.
For example, Brant .B Xiaobai, who participated in both the 2017 and 2020 programs, received 5 promotions such as McDonald's, Yougang, Adventure Island, Wukong, Chaobai Alarm Clock, etc., as well as the fashion resources of Harper's Bazaar and GQ blockbusters, but this year there was no grain in business promotion.
Hip-hop culture suddenly encountered a major setback after experiencing a glorious moment, exposing the lack of industry operation ability in the face of this emerging culture. Therefore, iQiyi and Station B have made brand explorations in player management.
In 2018, iQIYI set up the label "Hedgehog Brothers" to sign a priority contract with the contestants who came out of the show, and rappers who have not yet owned a brokerage company cannot sign other companies before the expiration of the contract with iQIYI, and the players who already have a brokerage company will share the brokerage contract with iQIYI. During this year's show, the Hedgehog Brothers announced the list of 44 new contestants, all from "China New Rap 2020".
(Hedgehog Brothers forwarded business platform Weibo for label member Lin Yuzhi)
Station B attaches great importance to this year's first S-level variety show "Rap New Generation". At the finals last week, Station B announced that it would join forces with youth culture representative 88rising to create a new label "W8VES" (Wan Wu), with a total of ten players joining. W8VES official blog is quite active, has been officially announced the itinerary of the next two months, the label of the full fashion magazine cover blockbuster, the first offline live broadcast, the first single, the national 12-city tour, IP music festival, label music travel program "Waves" and other plans have been put on the agenda.
(W8VES official blog is quite popular)
With the intervention of large platforms and the operation of factories, the probability that rappers can enhance commercial value and cross the axis of audience memory and not be forgotten seems to have increased a lot.
But overall, the commercial value of Rappers has not been significantly released this year. In addition to the above-mentioned unstable factors that may break out negative news at any time, the aesthetic fatigue of fixed audiences, the diversion of program popularity, and the lack of representative figures are all important factors in the poor development of commercial value this year.
But even so, compared with before participating in the show, those rappers who came out of the ground completely have achieved a significant increase in commercial value: the W8VES label 12 city tour sold out in seconds, appeared on the big stage of double 11, and with the entry of the three platforms this year, they can see more possibilities in the future.
Rapper is deeply bound to the trend culture and has a lot of commercial imagination. If you can create a character with a more distinct memory point, find the balance between your own characteristics and mainstream values, or you can occupy a place in business logic.