Douban 2.0 movie has been released, but it has become a new opportunity for SNH48

the film has been temporarily withdrawn a few days ago, but the song "Dream Circle" has caused indelible mental pollution to the majority of netizens, but "Dream Circle" may become a new label to change the operation of SNH48.

original title: "Dream-chasing Entertainment Circle": "phenomenal" ugly marketing may become a SNH48 opportunity

"Despacito" has become popular all over the world, at the same time, China's divine composer has also ushered in a great retrogression.

on September 15th, SNH48 sang the theme song "Dream after Dream", the theme song "Dream after Dream", which was written and composed by Bi Zhifei, the director of this film. No matter in terms of artistry or appreciation, it is undoubtedly an ugly marketing practice of thoroughly "pushing the bottom line of Divine Comedy creation to a corner".

strong > 10, 000 pieces of "Divine Comedy effect" / strong >

how bad the movie is, Douban has given the answer. However, with regard to the birth of the theme song "Dream Performing Arts", its "legendary" degree is no less than that of the film itself.

Pure mind, as a film shot by crowdfunding, its budget in music production is also stingy everywhere, but in the end, the transaction price of only 10,000 yuan is surprisingly low, because compared to the song MV, which is claimed to cost 3 million yuan, it is difficult not to associate it with the direction of "the director is a fan of SNH48."

excerpts from the personal biography of director Bi Zhifei

of course, this also confirms to us once again the truth of" cheap but not good ". After the song was released, it can be said that there was a flood of bad reviews, and even fans who actively defended SNH48's "Little Sisters" could not help but distance themselves from the song.

although SNH48 members and fans have shunned topics related to "dream show business" from the very beginning, has this incident had a completely negative impact on SNH48? I don't think so. And from the later SNH48 official attitude, we can also feel a subtle change.

before the launch of the song, the official Weibo of the SNH48 group did not post any content about "Dream-chasing Entertainment Circle". During this period, Siba Culture should be preparing to treat it as a "scandal".

on September 26th, SNH48's official Weibo voluntarily released a message entitled "listen to me, SNH48 also has good original songs!" While officially complaining about the song for the first time, it also pushed a wave of other SNH48 works.

on Sept. 27th, SNH48 member Li Yitong admitted on Weibo that all the team's songs had been crushed by the popularity of" Dream after Dream "show business.

in addition, SNH48 members' complaints about "dream-chasing acting circle" in their official APP pocket 48 live broadcast and various live events make it easy to see the change in official attitude towards songs, from shunning at the beginning to ambiguous approach later. Of course, the SNH48 official WeChat account still hasn't retweeted the song, because the ugly nature of the song hasn't changed, and its presence on the Weibo home page can have an unpredictable impact on the team's image.

the shift in the official attitude of SNH48 is not difficult to understand. In NetEase Yun music, "Dream Circle" has more than 60, 000 song comments, compared with SNH48's other songs with only 10, 000 comments, the popularity brought by "too bad" is really unprecedented.

although the users' comments on the songs are negative, they are all calm. Moreover, when the song was just launched, it once appeared at the top of the list of NetEase Yun Music. Until today, this song is also in the front position of NetEase Yun Music and QQ Music popular songs.

through the Baidu Index, we can also see the pulling effect of movies on SNH48 attention. Apart from the musicality of the song, the "dream-chasing acting circle" has indeed become a certain phenomenal level; at the same time, this "negative operation" has indeed brought a positive impact on SNH48.

strong > the embarrassment and way out of SNH48 / strong >

for SNH48, who was born in the Japanese cute girl group, no matter the cute route at the beginning or the sexy route in Korea later, it did not really localize the development of SNH48.

in previous articles, we analyzed that the popularity of AKB48 has a lot to do with the "dancing" and "entertaining" consumption tendencies of the Japanese people. In Japan, the form of theater performance can make use of the characteristics of the venue to narrow the distance between idols and fans and enhance interaction, at the same time, it can also meet the consumption needs of the Japanese people for live performances. On the other hand, SNH48, which was copied to China, directly skipped the investigation of the actual market situation and consumer demand, but copied the Japanese model, so that the influence of the early development of the women's troupe was limited to the theater to a certain extent.

the star-making logic of the Internet era is to quickly accumulate attention and popularity on the network at the initial stage, introduce traffic into other fields to realize realization, and double commercial value in a way similar to" snowball ". On the contrary, SNH48, whether the number of online public opinion or the influence of songs are far from enough, and this will further restrict the Silba culture for the building of the SNH48 brand.

in the highly competitive idol economic market, SNH48, which has a more mature model and market opportunities, has not achieved the same transformation as TFBOYS, and the value of combinations and brands is mainly supported by few head members such as Ju Yun and Li Yitong.

on topics such as Douban netizens and directors at the beginning of the film, the success has ushered in a small and the best part of the development of negative emotions on September 25. In fact, the performance of "Dream-chasing Entertainment Circle" by SNH48 can also be seen as a typical example of the spread of negative emotions.

but this negative emotion does not spread too much to the SNH48 group. In the early stage, the film's "blackmail" to SNH48 made netizens focus on the film and the song itself, while the official complaints about the song and the troupe members laughed at themselves in person, which deepened netizens' goodwill towards SNH48.

moreover, from the point of view of the director's own promotion of "promoting positive energy and expressing mainstream values", the image of SNH48 is actually appropriate to this song. At the same time, although the song itself is poorly produced, it still has the characteristics of becoming a "divine comedy".

Let's review the elements needed to achieve the Divine Comedy: simple repetitive lyrics, melodies, popular music elements, and magic brainwashing dance moves. Judging from the lyrics of "Dream Performing Arts", although the content is anti-intellectual, it is in line with simple repetition; the style of the song is electronic dance music, in which there are large pieces of rap, which closely follows the current popularity; and MV, which claims to cost 3 million of the production cost, will certainly provide us with film-like spectacular content.

throughout the hit songs of the past two years, "Chicken", "Little Apple", "perturbed", "Jiangnan Style" and so on, can all be applied to the above elements, but the form most similar to "Dream Circle" should actually be regarded as "PPAP."

"PPAP" created by Japanese comedian Piko Taro, the lyrics are also repetitions of simple nouns, and so are the melodies, but at that time it had a great influence all over the world and attracted big European and American artists such as JustinBieber to imitate each other.

thus it can be seen that the traditional aesthetic evaluation and creation standards are no longer applicable in the field of Divine Comedy. However, it is undeniable that compared with the artistic "Divine Comedy" such as "perturbed" and "Fa Hai you do not know Love", the creation of the Divine Comedy is now regressing from the creator to the work.

but in any case, with the Divine Comedy, there will be a topic, which is the survival law of idol stars in the Internet era. On SNH48's website, we see the introduction of "close-up styling platform based on Internet thinking and sense of participation, O2O architecture and face-to-face idol operation concept".

after "Dream-chasing showbiz", it may be the beginning of SNH48's "approachable". With the help of the "Dream Performing Arts Circle", it has added a certain degree of national popularity to SNH48, and the last time it became known to the public that Ju Kun was even SNH48 was commented by the Japanese media as "4000 years Beauty" two years ago.

is also the same in the previous article "Idol singer is a cancer in the industry?" In the "people's Choice", we also analyzed the impact of Japanese culture on the younger generation in China, as well as the rapid growth of Japanese sound market share in China's digital music field. SNH48 may be able to make full use of a two-dimensional platform like bilibili to stimulate the vitality of UGC content as a supplement to its influence among the younger generation.

at present, the cultivation of idols in China needs not only the audience market which has not yet been fully opened, but also the lack of effective channels and ways to access the market. Although hundreds of idol groups and individuals have made their debut so far this year, after several years of testing, only TFBOYS has achieved some degree of success.

for the star-making market, which is already overheated, since it is difficult to promote innovation through mainstream channels, it is better to find another way. For example, the popularity created with 10, 000 yuan can be regarded as a "windfall" for SNH48. Other idol groups might as well make more use of the communication convenience of the Internet to carry out more self-marketing and promotion.

after all, in the idol industry where the consumption of idols is much greater than that of works, traffic is justice.

Edit: xiongwei