200 commercial performances, ticket prices of nearly 1,000 are still difficult to find, laughing fruit culture is the ceiling of talk shows?
Huang Xi said that if Zhou Qimo is the OG (ceiling) of talk shows, then he is the spirit of talk shows in heaven.
This is his performance, although Versailles is not an exaggeration, after all, when he was in the White House to ridicule the president, Lee had not yet graduated from university.
Therefore, when Huang Xi appeared in the scene of the fourth season of the "Talk Show Conference", it was still unexpected by many people, after all, it was unnecessary for such a senior senior to fight as a player.
But it did earn enough traffic and talk for this season's talk show convention.
But soon, the discussion on Tiger Flutter and Douban about "Huang Xi was liedin", "champion signed artists", "laughing fruit artists published regular prices" and other discussions began to spread.
Since last year's "Yang Kasa phenomenon", Xiaoguo's "talk show conference" has often been hotly searched for various controversies, with Chi Zi suing Xiaoguo Culture, Kam being arrested for drug abuse, Yang Kasa endorsing Intel advertising removal, wang Sicong withdrawing shares of Xiaoguo Culture...
Controversy surrounding the laughing fruit culture and signed artists has been ongoing.
On the other hand, the under-line ticket price of Xiaoguo Culture has risen, from tens of yuan to hundreds of yuan, and it is difficult to find a ticket. According to Xiaoguo Culture, its mini program that sells offline performance tickets has millions of users, and the Xiaoguo Factory in Shanghai Xintiandi has held more than 200 commercial performances by the end of 2020, with a attendance rate of 99% and a natural passenger flow of more than 100,000 people.
I have to say that after the broadcast of several star shows, the entire talk show industry has become hot, and offline talk shows have shown a trend of fire.
Last year alone, the number of talk show clubs increased by 4 times, the number of offline performances increased by more than 2 times, and the talk show market radiating from first-tier cities to second- and third-tier cities has gradually grown.
The interesting phenomenon is that in the Internet era, online content is blooming, why are offline talk shows getting more and more popular? Is talk show a thriving cultural market or a gold mining tool for capital operation?
Is Laughing Fruit Culture the OG of Talk Shows?
Is "Talk Show Convention" a particularly "fair" game?
Under a post by Tiger Poker that "the winner of the fourth season of "Talk Show Conference" I guess he is", there are more than 800 related messages, and the focus of the controversy is whether the champion is determined as soon as possible.
Capital for profit, filters aside, all business activities are businesses that need to make money, and the same is true for talk show conventions.
Xiaoguo Company will consider whether the artist who finally wins the championship is "his own person" and whether he can help the company make more money and traffic, which is a matter of reproach in itself.
Netizens also further analyzed that the champions of the first three seasons, Pang Bo, Cam and Wang Mian, without exception, were all signed artists with laughing fruit.
And "Sanlianya" Wang Jianguo, formerly known as Kang Hong, appeared in another affiliated company of Xiaoguo Culture, and the shareholders also included Cheng Lu, Zhang Boyang and other players of this talk show conference.
So when Wang Jianguo and Zhang Boyang were brushed off, they still created "new rules" to resurrect them.
And the champion of each "Talk Show Conference" is a traffic cash cow, and Xiaoguo also prepares resources properly.
Wang Mian, the champion of the third season, participated in the variety show "Hahahaha" after the show, and the guests at the same time were Chen He, Deng Chao, Lu Han, Huang Bo... Xiaoguo hopes to use the popularity flow to drive his own artists.
The first season champion Pombo has better resources, and he made the show "Ring Ring Ring" with the help of Laughing Fruit. As for the champion of the second season, Cam, if he had not been caught for drug use, he would have been pushed upstream of the flow pool by The Laughing Fruit.
Obviously, Xiaoguo has been trying to spread the flow and find another mainstay besides Li Shi. Therefore, the "outsiders" Zhou Qimo, Xu Zhisheng and Huang Xi, who did not sign the laughing fruit, even if they can top it, whether it is OG or in the Spirit of Heaven, they are not the best candidates to win the championship.
Huang Xi even directly posted that he was originally "withdrawn after speaking", but he did not expect to be driven to the promotion area, and netizens commented that Li Xi printed Huang Xi, which is not empty.
It can be seen that the laughing fruit culture still has an absolute right to speak for the talk show conference.
To be fair, the laughing fruit culture has indeed driven the domestic talk show industry, and it has also earned a lot of money, so how does the laughing fruit culture embark on the road of humor nuggeting? After getting the B round of financing, the laughing fruit culture with a valuation of 3 billion yuan, how to give investors an answer sheet?
Obviously, what Xiaoguo Culture is best at is not to do variety shows, but to be topical figures.
The first generation of Wang Jianguo and Chi Zi, the second generation of Hu Lan and Pang Bo, the third generation of Wang Mian, Li Xueqin, Yang Kasa, the fourth generation of newcomers Blood Bird Bird, the transformation of Doudou, Xu Zhisheng, almost every season has a new personality and topicality.
The pool that fled from the laughing fruit culture also added a lot of presence to the former company with hot search at the moment of parting, and as one of the elders, Li Shi also completed the label from "Buddhism" to "love to drink", "divorced" and "businessman", and was recently fined 880,000 yuan for female discriminatory copywriting, and was hotly discussed by netizens about "eating women's welfare and slandering women".
"Wherever there is well water, you can sing willow words" is the Southern Song Dynasty literati's comments on the then considered vulgar entertainment - liuzi, talk shows and hundreds of years ago willow words have some similarities, through word game entertainment, from the content production point of view, Xiaoguo culture has been well versed in the wealth code of text creation.
After doing a good job of content, Xiaoguo Culture is also laying out long-term planning for monetization, such as how to improve revenue by optimizing the joint point of cost.
Observing the development route of the artists under Xiaoguo Culture, it can be seen that the talk show conference is only the first step in the debut of the IP of its artists.
After Winning the Championship, Wang Mian became one of the busiest comedy variety shows in 2020, and Li Xueqin and Yang Kasa also performed non-stop in the same period, and Li Shi, as one of the elders, also participated in 16 variety shows in the peak of 2018.
Li Shi himself joked in the show, and in the past year, stand-up comedians have begun to walk sideways.
Someone in Tiger Poker posted a sample quotation: Wang Jianguo's commercial performance quotation above was 60-150w, and Pang Bo's was 85-135w.
It can be seen from this that the follow-up variety show performances and talk show special results are the answers to the hands-on of talk show artists, and the commercial value is the key assessment point for the acceptance of the value of the artists in the laughing fruit culture.
It is precisely because The laughing fruit culture is one of the few profitable existences in the talk show industry, after getting more investment, the next step is to incubate new people and increase the way of monetization in multiple bases, so that from pulling new to incubation to packaging to commercialization, Laughing Fruit has truly realized the upgrading of the industrialization of talk show content.
In order to improve this industrial chain, Xiaoguo Culture has created a series of wholly-owned subsidiaries.
Responsible for the selection and training of new talents, as well as the formation of university campus talk show clubs and city clubs, equivalent to the more urgent and basic part of the entire ecology, Xiaoyi Advertising mainly follows up with commercial advertisements and is responsible for content commercialization.
Xiaoguo Culture undertakes the mission of developing the future of enterprises, and detonates key head content and products at different stages.
Laughing Fruit Culture has single-handedly contracted the main traffic of talk shows, and from this point of view, it seems that there is nothing wrong with saying that Laughing Fruit is the OG of the domestic talk show market.
Selling emotions, laughing fruit culture is limited to "topics"
Laughter is not a rare presence in life, and when this emotion is packaged as a commodity, it is worth studying deeply.
Some viewers believe that the talk show of laughing fruit culture is too performative, and the form is similar to a vernacular stand-up comedy. However, there are also many cross-talk enthusiasts who have come forward to clear up the relationship, and cross-talk even pays more attention to basic skills than talk shows.
For example, Li Yan believes that "in the future, everyone can be a 5-minute talk show actor", and five-minute cross-talk is not what everyone can do.
Talk shows pay more attention to the output of personal views than cross-talk, and it must also be bound to individuals, for example, many viewers think that "Wang Mian's reversal and Yang Bo's one-liner collision", "Wang Mian has less self-breakthrough and lacks a sense of involvement", "Yang Kasa will only talk about male and female topics"...
Talk show artists seem to be walking into a strange circle, because the topic is out of the circle, and eventually it is difficult to escape the judgment of the topic.
Judging from the follow-up women's topics, rice circle topics, and stereotyped influence topics, the laughing fruit culture is not only making laugh points, but also serving as a platform for making emotions.
But when emotional labels and talk show artists are attached more tightly, the creative vitality of talk show artists will also be constrained, and the audience, performers and companies, it seems that in the long run, the biggest interests are still only the companies.
I just don't know if the managers of laughing fruit culture admit that this is the limitation of commercial success when they see these negative evaluations, and if one day the people labels on stand-up comedians are tired of being seen by the audience, even if they break the self-exit bottleneck period, where they will go.
For example, the original Wang Jianguo and Chi Zi obviously chose different results, but in fact, they both resisted excessive commercialization, and Wang Jianguo was very cautious in taking over the activities, even after the success of cp speculation, he used less CP topics to make money.
Turning his head to the pool, it is obvious that he has been separated from the entire entertainment industry, but the pool should also be thankful because he is not a controversial actor at least during his tenure, which may be much more appropriate than some players who rely on topicality, obviously on the cusp of the storm but still have to dedicate themselves for the popularity of the show.
In the process of accelerating the industrialization of the entire talk show industry, the development of individuals can undoubtedly only be victims, and individual competitive chips can only be fought for by themselves.
Perhaps afraid that the rate of loss of newcomers exceeds the rate of hematopoiesis, the manager of Xiaoguo Culture has repeatedly revealed his trust and methodology for internal employees in interviews, and the manager has repeatedly mentioned "self-driving force" and "the talk show industry relies more on a kind of self-activation and self-drive.".
However, in a company that is more self-motivated, a lack of self-motivation or excessive pressure on oneself can lead to bad results.
Both extreme negativity and extreme confidence can inspire creators, but they also bring draining.
One of the best alarm bells is Cam, a bi-directional emotional disorder and a lot of work pressure, which are the reasons why he eventually went down.
On the other hand, it should also be seen that because one of the characteristics of talk shows is "offense".
The basis for the existence of "offense" is a strong sense of interaction between the performer and the audience, so when Yang Kasa exports the sharp point of view of "men's popular belief", because the controversy brings her huge traffic.
However, this traffic will also eat back the talk show industry and the performers themselves, so Yang Kasa has obtained the endorsement of Intel computers because of overexposure, but the boycott of follow-up netizens has made the brand have to sacrifice the spokesperson and quickly withdraw the advertisement, which is the result of the brand, Yang Kasa himself, and the laughing fruit culture.
Therefore, how to correctly clamp down on the "beast of public opinion" that is good at creating a topic is a problem that must be considered.
The multiple paradoxes of the talk show market
Talk shows are not an absolute dividend industry.
Although the laughing fruit culture has achieved the top of the industry, it has to face a problem, the industry itself is not big.
Xiaoguo should educate the audience while expanding the audience.
For how to polish the market aesthetic, how to hatch high-level talk show actors, xiaoguo culture has not given the capital market confidence, using facts as an example, xiaoguo culture once had top talk show actors, but the facts also prove that rapid content star-making will inevitably accelerate self-consumption.
Even many critics believe that the form and dilemma of talk shows are also the dilemmas of content creation, even if Xiaoguo Culture claims to have a large number of screenwriters to produce and polish the performance text, when these screenwriters become members of the text assembly line, the "continuous stability" of the content will become a false proposition.
As a content production platform, Xiaoguo culture should see the whole process of creation, including feeling and accumulation, which is obviously contrary to the efficient and stable industrialization of capital.
In the European and American markets, talk show performances also appear at two extremes.
One is the pure performance of underground representatives such as George Carlin, through the precise disclosure of social truths.
The other is a variety talk show, such as by Jimmy. The mainstream talk show interview represented by Kimmel, this kind of de-topical talk show variety show is like a new brand and marketing packaging means, using witty and civilian talk skills to help star brands create momentum.
The "Spit Conference" series we see is actually a member of the imitation of this type of variety show, which is why everyone will have so much controversy about "Spit Conference".
The reason may be that one of the intentions of the show is only to get more exposure and attention, and under this spit performance, only the audience may be serious.
This shows that the talk show industry is full of multiple paradoxical oppressions, both internal and external.
As a talk show actor, should you be a member of the text assembly line or maintain precipitation and persistence, so where is this balance? When an industry is so large that it needs fine chemicals, the value to everyone will not be so important.
Today's laughing fruit culture is undoubtedly on this paradoxical road, while carrying the expectations of the industry, the market and the audience.
The laughing fruit culture is dominant, but the industry is too weak, and there is not even a mature reference, and there is no innate growth environment for talk shows in China.
Everyone's sense of talk show is superficial, so the laughing fruit culture also chooses to cater to the audience, as long as the funny effect does not grow downward for a long time, all the way to cater to the public, then how can it complete the goal of upgrading the talk show industry?
Relying solely on the supply and export commercialization is not enough to support the upgrading of the talk show industry, more tests still come from the content itself, in the content expression space is small, the views are private, and how to offend this art is more localized to make the Chinese people more acceptable, which is the ultimate test of whether the laughing fruit culture can be upgraded.
Industrial mass production is an option for laughing fruit culture, but industrialization also means replicability.
A Kam will fall down with thousands of beans, Yang Meng'en on top. The key to a talk show is to write a script that can be choreographed by a lot of artists.
Therefore, many people think that Xiaoguo Culture is a unicorn in the talk show industry, but ignoring the delicate relationship between this company and the film and television culture industry, the future competitors of Xiaoguo Culture may even come from the mature system of the film and television industry.
The next 5 years is bound to be the time for the concentrated outbreak of the talk show market.
At that time, there will be more dimensions of market segments, can Xiaoguo Culture deploy and explore a content production system that undertakes a large number of needs in advance?
We'll see.