The core point
The competition for the idol draft is becoming more and more cruel, and the road ahead of the unformed idol is unknown;
QQ Music is promoting and supporting more idols and musicians with a mature promotion matrix.
© Deep Sound Original · The author | Lü Yue
Tonight, the stage of "Youth with You 2" will end perfectly, and only 9 of the 109 trainees who sang "how far can reach" can finally enter the debut position.
When the success rate is only 9/109, the 100 girls who are eliminated will not only come back and quit, where will the "distant places that can be reached" in the lyrics be?
The theme of the draft is "competition". A talent show may save an artist who has worked hard in the entertainment industry for many years and still has no results, and will bring a chance for a trainee to become famous overnight. But the fates of idol artists are different, and the joys and sorrows are not the same. The group stands at the top of the pyramid, and more people still have to face the lonely and nameless prospect after laughing and tears.
In 2018, "Idol Trainee" kicked off the prelude to the "big year" of the draft. But behind the show, the domestic idol industry has just emerged, and the agency that cultivates idols is more just cultivating trainees who can be on the show, so several 101 series talent shows have become the "college entrance examination" of domestic trainees, and there is only one way to become famous.
"Youth Has You 2" stage
Even in "Blue You 2", there are many contestants who have been in multiple talent shows, and they have also won good rankings and stood in the center of the stage, but when the show ended, everything seemed to return to the starting point of "ordinary people".
Variety shows are essentially a kind of content, the audience's eye margin, favorability and the weight of the contestants in the program are all key points, and singing and dancing strength is not the only factor for success. It is precisely in this way that Yu Shuxin can be because of the countless fans of the ghost horse elf's personality circle, and the ranking will never fall out of the top three, but Zeng Keni will worry about the "unconventional" players with outstanding personal style in the performance PK, and will worry about the opponent's "random punch to kill the teacher", from Zhang Chuhan, who improved his strength after being eliminated in "Creation 101" two years ago, he was still stuck in the 24th.
After being eliminated, Zhang Chuhan touched the stage
Trainees with outstanding abilities and bright personal styles have already determined the seat when the progress bar of the competition has just begun to move, and those who have strength but their personal style is not outstanding can show their head in the show, but it is still difficult to go to the end. Zhang Chuhan is such a contestant, Xu Xinwen, Fu Ruqiao and so on.
The options in front of them are clear: either continue to work on variety shows, or continue to participate in the draft to start over, or choose to leave. As the majority who can't get together in the show, without the stage and the opportunity for continuous exposure, they will be quickly forgotten.
An extremely cruel competition, where do many failed idols go after leaving the show?
Among those who have strength but cannot form a group, Fu Ruqiao is considered to be the lucky one.
On the preliminary rating stage, Fu Ruqiao sang the original song "Wei Wei". She sang well, and the theme of this song, "small but tireless, not flinching", is very suitable for the tone of the program, so Fu Ruqiao also became a contestant with a certain degree of recognition in the initial rating stage, and stood in the queue of vocal strength.
Fu Ruqiao explained the meaning of "Weiwei" in the program
But in any case, the original lyric song performance is not as eye-catching as dance and RAP, and Fu Ruqiao's "Weiwei" song may have ended after it was performed in the show.
Unexpectedly, a turning point occurred.
The song "Weiwei" has been hot since April, with the number of single reviews exceeding 30,000, and has successively appeared on seven lists such as the QQ Music Hot Song List, the Mainland Chart, and the Douyin Chart, and has won the first place in the Pop Index List and the New Song List.
"Pico" record
Not only that, the song "Weiwei" on the short video platform began to gradually brush the screen. From the editing soundtrack of film and television dramas and anime works, to the cover singing and dancing of the reachers, this song is widely spread on Douyin with various forms of video, and as of now, the song of "Weiwei" has been used by more than 3 million videos in Douyin.
Short video master cover singing "Wei Wei"
During the period when "Weiwei" became popular on the whole network, Fu Ruqiao has not left the stage of "Green You 2", that is to say, Fu Ruqiao has not yet debuted but has become a singer with well-known masterpieces.
In fact, the starting point of "Weiwei" becoming popular is the second season of the "Youth Does Not Close" original work collection contest held by the QQ Music Open Platform. More than 1,000 musicians participated in the event, and more than 2,000 works were collected, and the song "Weiwei" won the championship of the competition.
Subsequently, QQ Music used the Predictive Model technology, which can be personalized and distributed according to the user's listening habits, to maximize the potential fan audience for the song. At the same time, QQ Music also began to promote this song to "outside the station", landing on the short video platform and the K song platform, encouraging a large number of KOLs to self-spread and spread the song on the whole network.
This whole set of publicity methods reflects the ability of QQ Music to link up variety shows, quickly tap potential idols and songs, shorten the path of idol popularity, and extend the time of "red".
Li Xining, another trainee of "Qingyou 2", also benefited from QQ music.
Li Heine accidentally became popular in the program rap "long yellow skirt, fluffy hair", but soon withdrew due to physical reasons. Unlike Fu Ruqiao, this time QQ Music successfully transformed the "terrier" into a musical work. QQ Music and Li Xizheng produced a new version of "Melody", allowing more people to recognize Li Xining as a "singer". It is also under the impetus of QQ Music that a terrier successfully transformed into a musical work that is deeply loved by the public and has a topicality - this song entered the new song list, soared and the top ten of the pop index list as soon as it was launched, and topics related to Li Xining also appeared on Weibo hot search. Up to now, the song "Melody" has been collected by more than 100,000 people in QQ Music, and the number of comments is also more than 10,000.
Li Heine's single "Melody"
In fact, with the help of QQ music, such as Yongbin Ryan.B, Du Zhiwen, Uu and other musicians, there are popular masterpieces, such as "Like It", "Is that boy okay", "You and I are not wrong". Yongbin Ryan .B recently appeared on the "Voice of Heaven" variety show stage, truly from an obscure musician to a singer with representative works and popularity. In addition, popular songs such as "Teenager", "Girl by the Bridge", and "Fiery Sarirang" are also out of the QQ music open platform.
The song "Teenager" was a big hit on the short video platform
As can be seen from the above explosive works, QQ Music actually has a set of mature "mining-boosting-pop" publicity and promotion model.
In this model, the QQ music open platform plays a key role. In addition to the effective traffic support and opening up, the open platform is also continuing to launch various types of planning activities, including the "Galaxy Plan", through a series of resources and financial support to motivate musicians to create, in order to explore more potential musicians and musical works, so that high-quality musicians stand out and continue to gain influence and attention.
For example, on May 10, QQ Music held a cover singing contest for the aforementioned "Weiwei", which was very popular after it was launched, attracting nearly 100 well-known short video KOLs and cover singers to interpret "Weiwei" in their own style, and set off a "weiwei" trend on the short video platform, K song platform and even QQ music radio, successfully promoting the song to become the "fragrant food" of major entertainment channels, so that more people have known "Weiwei" since then.
The short video platform set off a wave of "Weiwei"
As mentioned earlier, the root cause of the trainees' "one achievement in the variety show" is that it is difficult for them to find channels with the same grade of resources and can help them successfully go out of the circle outside the variety show.
In view of this, the QQ music open platform has also long been laid out. Recently, the open platform launched the "Love Beans Are Coming" label plan. This project is mainly for the idol group, inviting idol agencies to enter the platform, through the mature music promotion experience of the open platform, as well as the rich promotion resources in multiple channels, to provide all-round support for the entertainment company's idol artists to promote works, fan interaction and promotion, and provide an online business platform for idols who do not have the opportunity to show their eyes.
In addition, QQ Music is no longer a simple listening tool. Open the APP, users can see "Meet! Radio", "Meet! First song", "Meet! Popular live broadcasts such as "Blockbusters" and self-made IP content such as "Happy to See Big Names", through which musicians, singers and idols can show themselves and their works, link fan groups, and enhance fan stickiness. It is worth mentioning that at the invitation of QQ Music, Fu Ruqiao also personally made a guest appearance in the QQ Music popularity column "Meet! First Singing", for the majority of fans to present her new single "Thank you for me" Live debut, and also parachuted into the new song comment area, close interaction with fans, successfully achieved "one step ahead" of the online "debut".
Overall, QQ Music explores and promotes musicians and musical works with a rich and diversified content ecology in the station, and outside the station, short videos, live broadcasts, K song platforms, and even song comment areas are fully rolled out and multi-point outbreaks, which is also further increasing the popularity. After the secondary creation of KOLs on these platforms, the promotion behavior of the platform has become a promotion model of platform guidance and participation of the whole people, and in this transformation process, the influence and popularity of the songs will be rapidly amplified.
So far, QQ Music is not just a "player" after the song became popular, but a platform that has been deeply involved in the whole process since the upstream of content creation and production. Through the mature promotion matrix, QQ Music is constantly exploring, boosting and extending the re-creation of blockbusters, and helping creators to enhance their influence, help music works extend their "lifespan" and achieve long-tail effects.
In the footage of "Youth with You 2", 9 brilliant new stars successfully debuted, and flowers and applause will fill their "flower roads". And those girls who may not have the opportunity to appear in the camera, their "slight" musical dreams, will also thrive like Fu Ruqiao and Li Xining. It is believed that in the future, there will be more potential songs, from qq music this novel "debut" road smoothly become popular, the dreams of ordinary people, newborn idols, musicians will no longer fold.