China News Network reported on October 17 "Well, although I am very reluctant to admit it, the truth is that many, many, many people do not know that I have released an album."
Recently, singer Tan Weiwei wrote late at night I wrote a long post on Weibo and felt that although a lot of time and effort have been spent on the new album, many people still don't know it at all. She bluntly said that she used to be proud of "be yourself" freely and easily, but the price was to lose the market and attention, "At this moment, I admit that I envy those traffic singers."
Tan Weiwei’s sigh subsequently caused a heated discussion among netizens. Many celebrities such as Zhang Liangying, Han Hong, Shen Teng, Jiang Xin forwarded their messages under this Weibo to express their encouragement and support for the new album, but some people questioned the marketing of the new album However, they have to use traffic to "pull", and there are still people wondering, will such a popular singer face a dilemma that the singer does not know?
At the age of 38, Tan Weiwei launched a new album "3811". This female-themed album tells the stories of 11 different women. At present, two chapters, "Sister Code" and "Sister Fang" have been released, some of which focus on Women’s inner secrets, partly about women’s external living environment.
For example, "Zhang Cunxian" comes from Tan Weiwei’s third aunt, Zhang Cunxian. When she was young, she was a bus conductor in her home town. She held a ticket holder and swiftly tore tickets to buy tickets. Dare to choose and dare to pursue. "Zhao Guiling" tells about those elderly women who have not been educated and will be "abandoned" by the Internet age: "She has almost no spiritual world, she is a forever laggard."
"Wu Chunfang" is based on a real social news. Wu Chunfang is a single mother who drives a night taxi with her daughter. From 6 months to 6 years old, her daughter almost grew up in a taxi. Now Wu Chunfang is still driving a taxi, with her daughter alone, and she has to survive no matter how difficult it is.
Actually, as early as May this year, Gao Xiaosong mentioned Tan Weiwei’s new album in the "Explore the World" program. At the end of June, Tan Weiwei also initiated a new song debut. "Sister Code 3811" went live in July. "Fang 3811" was also released on October 10, but as she said on Weibo, most people did not know.
Tan Weiwei wrote on Weibo, “The team said: Sister, it’s useless. Now unless it’s a popular variety show, film and television drama, or a singer with a topic and traffic, otherwise it’s hard to be heard if you publish an album like this. Pay attention. What's more, your music is not marketable at all. Young people are afraid that they have no patience to understand, like it, and even less interested... This is reality!"
Tan Weiwei admits that he will be in such a silent state. Feeling disappointed: "At this moment, I admit that I envy those traffic singers. This is reality, there is nothing wrong with it. This is reality, cruel but must be faced!" The remarks of
also caused controversy, some netizens said , The team’s publicity work is not in place, but the “pot” should not be thrown on traffic stars. “Actually, there is no need to differentiate between singers. The market has their own choices, and musicians can stick to their own artistic concepts. , But it does not mean that the two are totally incompatible. It may just be that they make some trade-offs." Some netizens also said that compared with other unknown singers, Tan Weiwei's attention is already high enough: "You have more than 10 million Weibo fans. At least half of those who follow you will listen. Those who are not lucky enough to youWhat about Le Ren? The flow singer does not mean that the song is not good if there is no strength. Is it a bit hasty? "
Indeed, compared with the past, it is not easy for a new song to be discovered and widely popular. In the past record era, the birth of a new song mostly followed the "top-down" mode of transmission. It is planned, packaged, and promoted by a music company, and then delivered to the audience through the editing of TV and radio programs and magazine columns.
With the advent of the Internet era, the way of music production has changed, and the publicity position has also changed from traditional media. On more open and interactive music platforms and social networks, listeners who were passively accepted have mastered the initiative to choose songs, and music that meets the public’s preferences has been on the list and become popular, with a "bottom-up" influence The dissemination of music.
Nowadays, short video content consumption has become more common, and music announcements have evolved and changed again. In the past, some music platforms first released the whole song, and then used short videos, animations and other methods to spread the fragments. Now it is often The clips from the short video platform went out of the circle, and then attracted more audiences to pay attention to the whole song. Leehom Wang once uploaded the improvised 19-second "Nanjing, Nanjing" to a short video platform, and quickly ran to the top of the charts. Various music The platform called the company to ask when the song will be on the shelves.
On the other hand, the Internet has lowered the threshold for music creation, and the public’s music preferences have become more segmented, hierarchical, and a massive library of music. And the dissemination platform dilutes the audience’s attention. Therefore, before fully adapting to the new changes, "how to make a song popular" has also become a problem for many musicians.
was shortly after Tan Weiwei's post Du Hua, the owner of Lehua Entertainment, posted a chat record with Tan Weiwei and said that he would invite Tan Weiwei to participate in the song show. In recent years, there have been many song shows in China, but most of the endings are "thunder and rain. Small", limited by factors such as the platform, eventually became the idols and fans' "enclosure self-cute".
In fact, too much "traffic" does not always bring a completely positive effect. Because of the hot search for new song marketing Lee Rong Hao has encountered mixed reviews. In November last year, Li Ronghao publicly condemned the company, saying that he would find an electric vehicle maintenance forum to post if he did not allow new songs to be released. For a while, many netizens went to the forum to find out. Then, the new song "Sparrow 》Naturally gained a lot of attention.
However, when Li Ronghao's 4-second song "Babe" and the 9-character lyrics "What Should I Do" once again appeared on the hot search, they did not get the praise of most listeners. The Douban score of "What Should I Do" was once scored below 3, and some netizens commented, "At one time I suspected that Mr. Li made such a song for hot search."
Compared with the attention brought by hot searches and traffic, it may be more important to keep good works that are affirmed by the audience.
Actually, Tan Weiwei's song is not like "young people are afraid to have no patience to understand" as she said on Weibo. Recently, according to the data of QQ Music, Kugou Music, and Kuwo Music, compiled by your music chart, Tan Weiwei’s audience is 68% male and 31% female. And the proportion of female fans in the two EPs of "Sister Put 3811" and "Sister Code 3811"More than 40%, compared with the previous ratio of female fans, there has been a significant increase.
From the perspective of age group, Tan Weiwei's audience accounts for the largest proportion of users aged 23-30, reaching 35%. It is followed by users aged 19-22 who account for nearly 20%. At the same time, nearly 90% of the fans under the age of 40 of these two EPs have reached 27% and 24% of listeners aged 30-40, which are also higher than the basic distribution of her fan age.
Some fans wrote a long article to suggest to Tan Weiveti that it’s not good to only hold the fragrance of wine and not be afraid of the depth of the alley. It’s better to take the initiative. Just like Ado, who has sung Tan Weiwei's "A Bridge of Fate", she surprised the audience with "Brother Liar" in "Sister Riding the Wind and Waves". She was also frank and hoped to use the influence of variety shows to promote her new national music. .
At present, Tan Weiwei’s song distribution dilemma is not an isolated case, because not every musician can reach the Jay Chou "server paralysis as soon as a new song is released", but musicians can also try to embrace new changes more actively Find a more suitable marketing method. In the ever-changing music market, songs made with care can always be heard.
(responsible editor: Liu Jiaxin_NBJS11395)
