From TV draft to Internet draft, what will the next phenomenon level be?

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It can be seen from the following data that "Hip-Hop in China" has undoubtedly become a phenomenon-level online survey. This niche music talent show has reached the public and has received more audience attention and recognition. The second stage is the "mentor system" represented by the 2012 "The Voice of China". The mentor itself has become a highlight of the program, and the quality of the players has also improved. The students 'storytelling + the mentor's witty words have made singing talent shows add new highlights, while listening to the sound rather than looking at the appearance...

from TV draft to Internet variety show, the change of platform also means more possibilities, and it is difficult for us to accurately predict the posture of the next phenomenal talent show to meet us.

original title: "China has Hip Hop", "son of tomorrow" and "Happy Boys" collectively entered the championship competition: a cold observation outside the music talent show, from the TV draft to the online variety show, what will be the next phenomenon level?

so far, the three major talent shows this summer have entered the end, and after two months of competition, they are only waiting for the final champion and runner-up.

on Saturday night, "China has Hip Hop" and "the son of tomorrow" almost dominated the most searched list on Weibo, and as a pure online variety, the weekend overwhelmed the Taiwan ensemble has never occurred in the past.

in "China has Hip Hop", PG One Magneto's song "H.M.E" diss all the players, so almost even the contestants are on the hot search, ranking No. 1 is # gai tear pgone# , as the last two most popular champion, the final has been torn from the stage to the moments before the final, which shows the fierce competition in the program.

"son of tomorrow" is also a hot search, but the topic is # son of tomorrow live broadcast accident # , # Xue Zhiqian drop microphone # and so on. The reason is that the program staff asked Xue Zhiqian to vote for two-dimensional contestant Hertz (virtual character), but as a result, live singer Zhao Tianyu was eliminated, Xue Zhiqian dropped the microphone angrily, and netizens all supported Xue Zhiqian.

on Friday night, "2017 Happy Boys" was relatively calm. Five into four live broadcasts invited Huang Zitao as the judge, eliminated Jiao Maiqi, and was in a regular race for the championship.

before the broadcast, the same pledge was made that "China has Hip Hop" aims to tap more hip-hop talents, "son of tomorrow" is determined to develop a 10-year idol, and "2017 Happy Boys" decides the most promising new star male voice.

so how do the three programs compare? As can be seen from the following data, "Hip Hop in China" has undoubtedly become a phenomenal network ensemble. This minority music talent show has gone to the public and has been paid more attention and recognized by more viewers.

because of the different days of the three shows, it will have an impact on the relevant data, but on the whole," China has Hip Hop "still performs well in terms of topic, word-of-mouth and broadcast volume, followed by" the son of tomorrow "and" 2017 Happy Boys ".

the differentiation competition of vertical subdivision of themes

these three talent shows bring together the strongest variety production team and the most competitive online video platform.

"there is Hip Hop in China" is iqiyi's only S + variety show this year, with an investment of more than 200 million yuan. It gathered iqiyi's senior vice president and producer of the first three seasons of The Voice of China, director che Chul of "masked singer will guess" and Cen Junyi, chief screenwriter of "run Bar".

son of tomorrow is the first show produced by long Dani, the godmother of the talent show, after she left Tianyu Media to set up Wakeha Entertainment, as well as a co-production of Penguin Film and Television and Weibo, which has an advantage in social media.

"2017 Happy Boys" is jointly created by Mango TV and Youku Video Qiang. As a 10-year classic IP, it is also the only one of the three programs that has an audience base.

in terms of strength, these three programs should not be underestimated. However, the success of a variety show will be affected by many factors, first of all, the choice of theme. Obviously, "China has Hip Hop" is very different from the other two shows. It selects more minority stars, that is, hip-hop talent, which is very different from the other two music idol shows.

"China has Hip Hop" excavates the unknown areas of the talent show, but innovation is always associated with risk, putting the mass of "five net ensembles into a super network ensemble" and using "a team of more than a thousand people" to create a cultural circle that has never been explored before. Iqiyi finally "gambled" right.

from the audience distribution of the three programs, we can also see that the competition of "China has Hip Hop" is different, with obvious characteristics in age and gender. The audience is mainly concentrated in young viewers aged 20 to 29, and most of them are men.

while the audience characteristics of "the son of tomorrow" and "2017 Happy Boys" are almost exactly the same, although the competition system designs of the two programs are different, for example, the former has three major tracks of beauty, solo show and magic sound of the heyday, which combines star push and fan push, while the latter is de-evaluation, giving the decision to girls, and opening up Internet selection channels, all have some innovations, but the essential similarity is still very large.

data Source: Baidu Index

Competition form + dramatic presentation, strength showdown and real people settings more attractive to the audience

after being nurtured by so many talent shows, more and more contestants like" performance ". The so-called" harmony "," humility and respect "and" dream first "have become typical characteristics. But "there is Hip Hop in China" completely gets rid of this routine, reflecting the "authenticity" of Reality Show, and the authenticity, freedom and challenge contained in hip hop itself are shown incisively and vividly in the program, which is also an element that does not exist in other variety shows.

Chen Wei, chief producer of "there is Hip Hop in China", said excitedly, "in 2017, we met a group of contestants who could only be seen at the beginning of the 2003 draft." Because the rapper are straightforward and direct, viewers can see the strong dissatisfaction of underground hip-hop players against the men's and women's team trainees, which leads to the most dramatic conflict in the early show.

and every hip-hop player is distinct and unaffected, and his appearance and character have their own characteristics, such as Sun Bayi's "Business economy", vava's "overbearing President", Gai's "the first in the World" and so on. Everyone has a high degree of recognition. And between the players, whether it is diss or respect, they all feel from the heart and speak according to their strength. For example, in the elimination of Ouyang Jing, many contestants were moved to cry, this kind of story can resonate with the audience and achieve a good communication effect.

son of tomorrow also wants to be a circle idol in the subdivision field, such as two-dimensional contestant Hotz (virtual character), powerful rapper Ma Boqian, Mao who is not easy to create, etc., and takes the three major racing tracks as the entrance, and finally launches nine major brands as the nurturing exit, hoping to match the trend of fragmentation with idols from different fields and styles.

but there are so many types that each can not be refined. In addition, the competition system pays too much attention to the star push official walk and the popularity value, so the player's singing strength and on-the-spot performance do not play a big role. When the five contestants of the Duxiu track were all undecided, Xing Tui Guan Xue Zhiqian said with a lost feeling, "I am too serious, this is a game." Although the interactive data of "son of tomorrow" on the Internet is very prominent, the general audience pays more attention to the fair selection of programs with the level of strength of the contestants.

and "2017 Happy Boys" is really not very topical and hot compared with the previous two programs. The top 15 were born from the top 300 in three weeks, and this fast-paced process has not yet led to the birth of highly popular songs, which is a great pity for talent shows dominated by music.

Chief Director Chen Gang said on the program's understanding that the order of the four words "Happy Boys" should be: happiness is the first, the man is the second, and the third is the voice, and it is not necessarily a song, but an expression of attitude. Therefore, in this year's "Fast Man", viewers can see the personality outline of the contestants' image in the program, with idol cultivation as the inherent logic.

so it is not until the live broadcast of the 7-into-6 competition that viewers can fully appreciate the singing ability of each contestant. Those who do not have lens editing set up packaging and do not have the later blessing of sound revision and picture revision. All kinds of flaws and shortcomings of the contestants are exposed, but this is also the most attractive part of the talent show.

if the "fast man" who has been going through 10 years wants to maintain his influence, he also needs to strengthen the reform and innovation that keep pace with the times and coruscate new vitality in the new era.

what should the next phenomenal talent show look like?

it has been 12 years since the mainland talent show started with Super Girl on Hunan Satellite TV in 2005.

talent shows make many people go from obscurity to household names, among which singers represented by Li Yuchun, Zhang Jie and Zhang Liangying directly benefit from "star-making" programs, so phenomenal talent shows still have a great influence.

historically, talent shows can be divided into three stages. In the first stage, represented by "Super Girl" and "Happy Boys," the program completely stimulated the audience's sense of participation, and the selection of powerful singers through popular discussion and voting naturally had a high degree of attention. so it also gave birth to half of the current pop music scene, and this is also the most brilliant period of talent shows.

the second stage is the "tutorial system" represented by "The Voice of China" in 2012. The mentor himself has become a highlight of the program, and the quality of the contestants has also been improved. The story of the students and the witty remarks of the mentor have added new attractions to the singing talent show, while listening to the voice without looking at the face highlights the pursuit of music quality.

the third stage is represented by "I am a Singer" in 2013, and the contestants become professional singers, drawing lessons from the professionalism of the singers in "the good Voice", while the judges are the live audience, drawing lessons from the characteristics of mass participation in "Super Girl and Fast Man". Let the show return to the appreciation of music. At the same time, the arrangement of the competition system also highlights the competitiveness and performance of the program, showing the draft among the elites.

the success of "Hip Hop in China" this year provides us with new ideas. The external form of the draft is important, but the content and theme can also play a decisive role.

as Ma Dong said, "High-quality content should keep abreast of the trend of the times. For a good work, there is probably only one standard: to what extent, to what extent, and in what time dimension, it can reach more people."

it is undeniable that the free expression of hip-hop culture, the publicity of individuality, the courage to challenge and the enjoyment of life in "China has Hip Hop" are more in line with the ideas of contemporary young people, so it has touched the hearts of more young audiences.

China has hip-hop .png

, and the outbreak of hip-hop in 2017 is also inevitable. With the development of the Internet era, the life of young people is also accelerating, and the absorption of different popular cultures has become a symbol of youth.

whether it is the fashionable hip-hop performance that can be seen everywhere or the attitude expression of the original hip-hop song like "I don't go to work tomorrow", we can see that hip-hop culture has become the lifestyle and fashion trend of young people.

at the same time, young people have also become the main audience of the video and an important consumer group in the market, whether it is the creation of idols in "the son of tomorrow" or the tapping of the potential male voice in "2017 Happy Boys". Are catering to the needs of young audiences. However, with the continuous subdivision of the audience and the vertical development of the network ensemble, this pertinence is still not enough, the phenomenal variety should cater to the trend while promoting the new trend, which is where the influence of innovation lies.

from the TV draft to the online comprehensive talent show, the change of the platform also means more possibilities. It is difficult for us to predict exactly how the next phenomenal talent show will meet with us, but it is conceivable that there will be more unexpected highlights if we focus on new areas, explore the unknown treasures of the talent show, and show the subject matter of vertical segmentation with excellent production.

Edit: mary