The most popular CP recently is probably the "double Song" combination in "Descendants of the Sun", Song Joong-ki, who has just completed military service, and song Huiqiao, a national sister, have joined forces to break the highest rating record of four years and six months of Korean KBS Mizuki dramas.
For the hit drama, which was judged to be likely to surpass "You from the Stars", iQiyi purchased the exclusive Chinese broadcast rights of the TV series for a single episode of 230,000 US dollars (about 1.5 million yuan) and a total of 24 million yuan.
However, iQiyi's sky-high purchase is not "money is stupid".
According to industry insiders, the number of iQiyi members should currently exceed 15 million, and this figure was 10 million three months ago, and 50% of the growth is believed to have a lot of relevance to "Descendants of the Sun".
Of course, the TV series is on fire, which means that another key element of the TV series, the soundtrack, will also be widely circulated, and the record company and the singer "laugh in the toilet".
"Descendants of the Sun" not only has a strong cast, but also the cast of ost (film and television drama soundtrack) should not be underestimated.
Remember the song "My Destiny" from "You from the Stars"? Its original vocals, lyn, also contributed to Descendants of the Sun. In addition, exo member Kim Jong-dae, jyj member Kim Joon-so, and South Korean power female rapper Yoon My Lai, these artists with a certain fan base have also joined the ost lineup of this drama. Kim Kyung-so, who has performed popular osts such as "Star You" and "Pinocchio", was also invited to the ost of this drama.
It can be seen that the playwright really wants to align with "Star You" and create a new "hit".
Since the exclusive rights have been bought at a sky-high price, the exclusive sale of ost seems to have become popular.
Kugou Music has obtained the authorization for the exclusive debut and sale of 10 osts of "Descendants of the Sun", and the purchase price is unknown. However, with reference to the high price of the exclusive broadcast of this drama, the circulation of the ost of "Star You", I think Kugou also spent a lot of money to complete this exclusive transaction.
Kugou's data shows that after the "Descendants of the Sun" ost launched 3 soundtracks, the sales of Kugou music have exceeded 10,000. Up to now, a total of 41,439 osts of 20 yuan have been sold, totaling 828,000 yuan, of which the first person in the list of local tycoons has purchased 200 pieces.
Observing the first user name of the local tycoon list on its platform, "Admiralty Daba _chenbar", we guess that this user is very likely to rush the local tyco list for exo member Admiralty. This shows that the charm of ost can not only attract fans of TV series, but also fans of singers will also pay for songs! As mentioned earlier, the music in film and television dramas can be said to be a key element, and a good film and television drama must have music that matches the temperament.
Because there is too much music for a popular TV series. The deceased Asan once sang a song "Has been quiet?" to "Paladin 1". And it is recognized by mainland audiences; the song "The Provision of Love" from the TV series "Palace" is almost unknown to the point where no one knows; the song "Dida" from "Beijing Love Story" has made countless young girls pick up the guitar.
It can be said that TV dramas have become one of the most efficient marketing channels for the dissemination of songs.
Well, our question comes, since the previous TV series + soundtrack has a good effect, why didn't digital music platforms spend a lot of money to buy exclusives until the Korean drama "Descendants of the Sun"?
From the past, most of China's TV dramas have a theme song and several interludes, and the only thing that can become a hit is often the theme song or a particularly brilliant interlude. In this case, the playback platform does not need to purchase the exclusive of all the original sounds of the domestic TV series, as long as it is authorized from the singer's record company, and if the song copyright is in the TV series producer, it needs to further talk about the purchase.
However, if you often watch Korean dramas, you can feel that most Korean TV dramas in recent times are a series of dramas with a main ost, and the theme song of the episode is launched synchronously with the series. It not only avoids the aesthetic fatigue of only one or two songs in the whole series, but also adds a new selling point to the TV series. This kind of episode-by-song situation may be related to the fierce competition in the Korean music industry. As the number of original Korean music accumulates, the choice of listeners on streaming platforms increases, and the competition among musicians becomes more intense. New songs want to hit the charts, and in addition to a few fixed chart shows, it is almost difficult for newcomers who are not big companies to be recognized quickly.
Therefore, multi-channel development has become a common means of Korean music promotion.
"I envy these Korean companies, the industrial chain within the Korean entertainment company is very complete, so the TV series and film music can drive each other." A K-pop star concert organizer analyzed the music finance and economics that it is still difficult for China to rely on music companies to promote film and television drama organizers, and it is still difficult to change their consciousness.
"Drama CP" is powerful
The reason why South Korea vigorously pushes TV drama + ost, of course, is not only that there is too much music content and no place to install, but more importantly, this is a win-win pattern.
Taking "Descendants of the Sun" as an example, in the previous ost lineup introduction, it is not a coincidence that many big names in the original sound of the show have been added. For the investment producers of TV series, it may be the best to add more profits. On the basis of the appeal of the original actor fans, coupled with the fact that exo, jyj and other music fans have also been mobilized, the TV series will undoubtedly have a considerable income in ost.
Moreover, because of the addition of music fans, the audience of this drama may be further expanded. Iron fans know that their Oba has sung the music of a certain play, will they go after the play? The answer is almost indisputable, unless the show itself is really a pit.
Therefore, the TV series has also made the greatest use of the Korean fan economy to some extent.
From a musical point of view, the real-time listening rate of "This Love" in the ost of "Descendants of the Sun" reached 41% after the release, ranking first on the melon music platform, and the "everytime" sung by exo chen won the third ranking as soon as it was released. Such a high ranking, in addition to the influence of the TV series, is also related to the original huge fan base of the performers.
Many songs have become popular because of TV series, and even the theme song and film and television works have been closely combined without distinction between each other. For example, when "Star You" is mentioned, fans will naturally sing "you are my destiny". And vice versa, it's a powerful spreading effect!
Moreover, Lyn, the female singer who sang "My Destiny" before, has no popularity in China, but because of the popularity of "Star You" in the mainland, Lyn came to the mainland to participate in the activities of "I Am a Singer 3" and qq music festival. In addition, in 2015, there was even news that Lyn plans to enter the Chinese market, and this singing of "Descendants of the Sun" may also be a concrete step of this plan.
In addition, osts like "Descendants of the Sun" are basically celebrities in the minority.
Like the topical Korean dramas "Cheese Trap" and "Please Answer 1988" in the ost lineup some time ago, the number of newcomers and niches is more, which is a more common situation.
Generally speaking, in China, TV drama + music, it seems that music is the more beneficial and more vulnerable side. Even some popular TV series, such as "Too Late to Say I Love You", are well-made, and the only thing that Xiaobian can't stand is the bad "soundtrack".
According to the "2015 Music Industry Development Report", the total value of the film and television drama music industry in 2014 was about 230 million yuan, which is too low.
After 20 years of development, the Korean idol industry has long been integrated with "sound", "video" and "entertainment", and a complete set of content supply and marketing management has brought a steady stream of revenue to South Korea, and the company in turn has a steady stream
Resources "add bricks" to music.
South Korea is now like a central kitchen, (a crowdfunding platform focusing on the cultural and creative field) (to invest in dark horses www.tou.vc a crowdfunding platform focusing on the cultural and creative field) continues to export idols for different markets, and even changes and customizes idol products for the Chinese market. Their strict requirements for singing, dancing, acting and creative ability can meet the comprehensive ability of young people at all stages to develop emotional needs for idols.
There are many more places worth learning from China's "entertainment practitioners"...