Since the end of August, the management department has carried out comprehensive management of the cultural and entertainment fields from eight aspects, such as strengthening the management of variety shows, strengthening the management of list products, strengthening the management of fan consumption, strengthening the management of fan interaction, strengthening the management of celebrity brokerage, strengthening the self-restraint of celebrities, cracking down on illegal acts, and restricting minors from irrational star chasing. A month has passed, what new changes have taken place in the field of entertainment?
Recently, many stars of the former scenery have completely "withdrawn" and "removed" due to violations of the law or due to loss of morality and norms, and the relevant regulatory authorities have also adopted a strict attitude of "zero tolerance" for their works and commercial endorsements, and the removal, shutdown and withdrawal of files continue to be heard.
Almost overnight, the "artist risk investigation" has heated up: on the one hand, producers, broadcast platforms, and advertisers have spontaneously carried out the preliminary "risk investigation" and "local methods"; on the other hand, Aiman Data Company officially launched the "artist risk due diligence" business on August 17, and as of the time of the Beijing Youth Daily reporter's release, the company has completed more than 100 due diligences - less than one month's order volume is equivalent to the sum of the past three years. As a company that specializes in providing big data services for the entertainment industry, Cao Yongshou, founder of Aiman Data, has the biggest feeling about customer changes: "In the past, everyone only looked at business value and fans, and now the first thing to look at risk is the first." ”
once
The market's fanatical pursuit of stars risks are ignored
Not long ago, the starring actors of more than half of the TV series filmed by a certain company suddenly "exploded", and all their related works were removed from the shelves, and the TV series was forced to stop. However, the Beiqing Daily reporter learned that the company's public relations department has been ordered to carry out its own artist risk assessment work, and the boss asked for risk ratings for all actors, including existing works and entering the contact list. The assessment latitude is roughly designed around the negative events of the stars that have occurred and the degree of their impact, and is divided into 1 to 4 levels, and ratings of 2 and below will not be used.
Compared with this kind of "soil workshop" spontaneous protection behavior, in the business of Aiman Data Company, "risk due diligence" is already a very mature business. Cao Yongshou said that the company had a risk business module in 2016, "but at that time, everyone was driven by the fanatical market, and the stars were on fire, signing contracts and flocking to it, and not checking the risk at all."
Before entering the entertainment industry, Cao Yongshou was nielsen's director of China, and the "data label" provided him with a different perspective on the entertainment industry. He stressed that as a data company, risk control awareness is always the first, which is the most basic industry norm! After the Wu Yifan incident was first exposed that year, Ai Man Company prompted the risk in its commercial value analysis report, but most advertisers believed that this was only a moral flaw in young people and could be "whitewashed" through public relations. It turns out that many advertisers are following suit here.
now
Artists who violate the law, etc. will be "cleared"
In recent years, there have been crews and advertisers who have been "implicated" and suffered irreparable losses due to star accidents, but most people always believe that the risk of artists is unpredictable. So, how does the scientific data statistics module solve this problem?
Cao Yongshou introduced that the "artist risk due diligence" of Ai Man Data Company defines a total of four levels of risk. The first is political risk, which mainly includes politically inappropriate speech and behavior that harms national interests and national feelings. The second is legal risk, whether Chinese or foreign, there can be no violation of existing laws is the bottom line. As soon as someone has the above two types of risks, they will be immediately cleared – that is, removed from the list of artists in the database. In accordance with the principle of zero tolerance for bad artists, no more referral opportunities will be provided. The third is moral hazard, including whether there is an extramarital affair, chaos in private life, etc. The fourth is commercial risk, examining whether the artist has played a big name with the partner, and the set does not cooperate. In addition, the latest addition to offline investigations, including interviews with film and television crews that artists have worked with in the past, advertisers collecting relevant evaluations, and collecting unreported doubts in personal private lives.
At the same time, Cao Yongshou stressed that "due diligence" is to check out things outside the field of vision, although no one can do 100% no dead ends, but clues can still help the client reduce risks. To make this "due diligence" play its maximum value, it is to clearly tell the cooperative artists on the terms of the contract not to make these mistakes, rather than waiting until after the incident to regret and complain about "I know about my private life". If you know that the artist is at risk, the producer still turns a blind eye to him, then the loss can only be said to be deserved.
future
"Risk due diligence" can warn artists to clean themselves
With the increasing attention of the industry, "risk due diligence" can play a reverse wake-up call and always remind artists to clean themselves.
Cao Yongshou suggested that the "due diligence" report must be treated from a small point of view, starting from moral and commercial risks. "The risks of these two dimensions are not necessarily fatal, but they often lead to two fatal risks ahead, political and legal." Just like cancer often starts with abnormalities in the body, reminding us to pay attention, otherwise it will be irreparable until the cancer is advanced. ”
However, the Beiqing Daily reporter also learned in the interview that although the risk awareness in the industry has been significantly strengthened, some of the crews or producers who are currently affected are not decisive enough in cutting off the risk, especially for the use of some traffic actors, and are still adopting a wait-and-see attitude of suspending shooting. As for the risk of writing the prompt into the terms of the actor's contract to be constrained, many producers said that the actual operation is very difficult. Obviously, the problems of low political literacy, weak legal awareness, slippery moral concepts, and illegal and immoral words and deeds of governance artists will also be a long-term game.
Text/Reporter Yang Wenjie Coordinator/Liu Jianghua Comic/Chen Bin
concern
The "unpopular singer" is back
Sun Yanzi, a singer who has classic singing works such as "Meet", "Dark Sky", "Green Light", and "Start to Understand", but has been silent for a long time, was previously named "Unpopular Singer" by netizens after 00. Recently, she entered a social platform and held an online concert, which received 100 million + likes in 16 minutes of broadcasting, and reached 600 million likes in the first hour of the concert, and some netizens exclaimed: Is this a "cold singer"? This is the real traffic. Sun Yanzi's concert also appeared on the hot search term.
In addition to Sun Yanzi, many well-known singers, including Jay Chou, Na Ying, Faye Wong and so on, have been classified as "unpopular singers". However, the Beijing Youth Daily reporter learned that many singers who have turned to the film and television circle and have not published musical works for many years, including Zhou Xiaoou, Sha Baoliang, Ji Haixing, Wang Xiaokun, etc., will have a big move in music in the second half of this year.
With the deepening of governance, bad habits such as "traffic theory" will be abandoned, the creative right will be returned to the creators, and a good creative environment and a healthy music market will be slowly established.
Zhai Yi, a veteran media person and music critic, believes that the comprehensive management of the cultural and entertainment field will slowly return the entertainment industry to the normal development track. The entertainment industry is not based on traffic, impetuousness will slowly precipitate, and the data on traffic in the future will be more real. At the same time, after the cancellation of idol cultivation programs, "unpopular singers" will be paid attention to by more platforms, and they can gradually be re-accepted by everyone through variety shows. Of course, for most of the "unpopular singers", "turning red" should not be the goal, so that music really enters the hearts of the public, makes the works more vital and attractive, and makes the singer's artistic life longer and more important.
Li Guangping, a famous musician, believes that the so-called work is king, in fact, "creation is the basis". Only by making the development of the music industry no longer affected by the "rice circle" and no longer being swayed by the list, and changing the weak position of songwriters in the music industry chain, can the music industry develop in a healthy and orderly manner.
Article/Reporter Shou Penghuan