Fixed focus (dingjiaoone) original
author | Wang Lu
editor | Wei Jia
"The Adventures of Yingzi", "57 years old, it is the age to break into"..." Recently, Na Ying has been spoiled by netizens.
This originated from the recent popular music variety show "Singer 2024". As an old IP that Hunan Satellite TV restarted after four years, the program focuses on the music competition of top singers at home and abroad, and ultimately competes for a singing king seat.
But it is different from the past. Yes, the returning "Singer 2024" played a big trick. The entire 12-episode broadcast was unable to be edited. This move directly exposed the singers' true skills to the audience.
Facts have proved that this really gave the audience a critical hit. After the show was broadcast, the superb singing skills of the two overseas singers instantly defeated the domestic singers and ranked in the top two. Na Ying, the only one who could hold up the show, only ranked third. This made netizens anxious and took the initiative to create promotional pictures and propaganda. The film gang Na Ying shook his head and even left messages on Weibo of Phoenix Legend, Deng Ziqi, Lin Zhixuan and others, asking them to finish the concert and fight side by side with Yingzi.
How popular is this show? Netizens spontaneously created memes, and even artists took the initiative to "take advantage of the popularity." Now there are no less than a dozen singers of various genres applying to participate in the competition, and netizens also offered suggestions for Na Ying to win, "Na Ying sings, Guan Xiaotong dances, and Lang Lang performs as an accompaniment." "You Chacha", Yehenala + Guarjia + Niu Hulu, is this challenging enough? "
, a music variety competition, actually created a palace fighting atmosphere, and was elevated to the level of "feelings of family and country." Netizens commented that watching the comments on "Singer 2024" was more exciting than watching the show itself.
Before the show started, the show was not The audience did not have high expectations. After all, the reputation of this old IP has been declining due to copyright disputes, traffic intrusion and other reasons. The final season of "The Year of the Singer" before the restart has a Douban score of only 4.9
. Although "Singer 2024" has just aired its first episode, judging from various dimensions such as ratings, discussion, and stock price, this program has evolved into an entertainment carnival. However, everyone's focus should ultimately return to music. itself.
"I Am a Singer" has won the live broadcast
Popular Kuyin Variety has been practicing for a long time.
For many viewers, the biggest problem in watching variety shows now is the lack of authenticity in variety shows. There is a "shady story". Even if the major program groups have publicly stated that it is fair and impartial, the audience who are frightened by the past history still have some doubts, and the audio comprehensive editing has not been a secret in recent years. Music variety shows are not easy to mix, and the same program format has caused their popularity and reputation to continue to decline. Only a few old TV variety shows are left to take the leading role. Last year, "The Voice of China", the big brother in the music variety industry, lost its reputation due to the death of Coco Lee. After the recording was exposed, it was suspended after being questioned about the "shady story". Not only did
lack new models, but there were no new singers available for the music variety, which further caused the audience to feel aesthetic fatigue. Almost all the music variety shows relied on Na Ying, Yang Kun and Zhou. Old singers such as Shen and Zhang Bichen, who have been in the industry for many years, support the show. Internet singers who have become popular through social media in the past two years can only live in short videos. When they appear on stage, they are often the scene of accidents.
What makes the audience even more uncomfortable is that newcomers. Unable to catch up, the level of veteran singers has also encountered some controversy in the past two years. More than one netizen said that music festivals, music festivals, and concerts have exposed to varying degrees that the level of singers has not improved, and the Chinese music scene seems to be fishing.
Until the arrival of "Singer 2024", it gave the audience and singers a fatal blow.
In order to show the authenticity of the singer's singing, "Singer 2024" used the live broadcast mode that was only used in the finals in the past, and announced 12 episodes. The whole show was broadcast live, and the show became an instant hit.
But the explosion was not because of the outstanding performance of the singers, but because the fig leaf was completely torn off.
For many viewers, "Singer 2024" was a very valuable variety show. When it first appeared, it became the benchmark for domestic music variety shows, focusing on the competition of top singers. Top music players such as Han Hong, Lin Zhixuan, Han Lei, and Deng Ziqi have all shown their strength here.In other words, singers who dare to step on this stage are basically considered to belong to the first echelon.
"Singer" live broadcast directly tests the gold content of these top singers. Hong Xiao, the chief director of the
program, recently publicly stated that when they invited many singers, they declined due to the live broadcast. Many singers also admit that not correcting their music during live broadcasts is similar to running naked, which will expose their own shortcomings. The most direct consequence will be losing fans, so they dare not challenge easily.
Those who dare to come are already warriors, but after the first episode was broadcast, several other domestic singers except Na Ying still faced varying degrees of doubt.
Rainie Yang was accused of having a "small voice". It was difficult to sing high notes, and the sound of breathing in the middle was too obvious; although Wang Sulong did not make any singing mistakes, many netizens felt that his song selection was difficult and did not reveal his true strength; Second-hand roses directly Some netizens pointed out that it was more suitable for the lively atmosphere of the music festival and was inconsistent with the temperament of the program. In the end, their rankings can only be counted from back to front.
Na Ying, a veteran singer, became the "last hope" of netizens, but her song "Mo" only ranked third, behind the two overseas singers. Na Ying's mask of pain when facing overseas opponents in the show was even used as a joke by netizens. Various emoticons such as "Yehenala can't lose" and "Ying's confusion" were widely circulated by netizens. Some netizens even coined the phrase "Na Ying" "Shaking People Promotional Video" to find teammates to compete with overseas singers.
audio comprehensive live broadcast, who can’t afford it?
The public knows that audio editing has become a fig leaf for domestic singers. Why haven't the previous music genres used live streaming as a breakthrough to innovate their models? Don't practitioners realize it?
senior variety show producer Ming Yang told "Fixed Focus" that it's not that is unknown, but that most program teams are afraid to use it.
The live broadcast not only caused the singers to lose the protective umbrella of sound repair, but also caused the program team to lose their sense of control.
"For example, guests suddenly want to withdraw from the competition, artists make inappropriate remarks, and there are even mentally disturbed people streaking on the scene abroad, etc. Each of these can lead to major accidents and end a program." In Mingyang It seems that for producers and platforms, the technical threshold for live broadcast is not high. All major platforms are capable of achieving it, and it also eliminates the need for post-production editing. The cost is lower, but the risk is extremely high.
Among the contestants of "Singer" are overseas artists, which further increases this uncontrollability. Mingyang told "Ding Focus" that it is not difficult to invite high-profile overseas artists, and their appearance fees are similar to those of domestic quasi-first-line artists, but it is easy for overseas artists to say "wrong things." In recent years, there have been many cases where programs and series have encountered public opinion crises due to inappropriate remarks made by overseas artists. The solutions that the program team can think of are very limited, either to control the final payment or to make corrections later.
After all, only by ensuring that the program can be broadcast smoothly can we talk about subsequent influence.
live broadcast also places higher demands on the production team. During the live broadcast, the time of all staff and guests is highly controlled. Mingyang gave an example. During the recording and broadcasting, there are breaks, meals, and withdrawals. These are all omitted in the live broadcast. The instructor must communicate with the chief director when going to the bathroom.
also has very high requirements for directors, which is equivalent to on-site editing. Therefore, the live broadcast is always done by the best director in the station, and "auxiliary cuts (associate directors)" or even "three cuts" are also prepared.
In order to minimize the accidents encountered during the live broadcast, the program team usually reserves a time difference. For example, the live broadcast presented to the audience is usually half an hour or one hour different from the live broadcast. When an emergency occurs on the scene, the program team can choose to directly Pinch it off or replace it with a backup tape, but for on-site temporary interviews, the program team cannot prepare in advance.
More than one variety show practitioner said that under normal circumstances, the variety show production team is unwilling to do live broadcasts. It is stressful and mentally tense. Every link needs to be documented. After a live broadcast, the whole person is very tired. chose to broadcast "Singer 2024", which is a risky move.
However, the program has also gained high popularity. Hunan Satellite TV released the official battle report. After the first episode was broadcast, there were 1,352 hot searches for the program on the entire network and 142 hot searches on Weibo's main list within one day.
Despite its high popularity, the program is also facing high controversy. First of all, it caused netizens to question the selection of the program team.
Although the show has not yet been rated on Douban, there have been many one-star negative reviews.
Some netizens did not understand the selection style of the program team. They thought that some singers who had gimmicks but obviously did not fit the temperament of the program were selected. They commented that the first lineup was like Grammy vs. Strawberry Music Festival. Some netizens even suspected that the program team might deliberately create topics through this combination. After the first episode of
, the ranking performance of domestic singers was not as good as expected, which caused netizens to make fun of people, stir up emotions, and provoke confrontation. made many people worry about the fairness of the follow-up program. They are worried that viewers will be hijacked by "patriotic" sentiments, leading to unfair voting. The
program team seemed to be aware of the seriousness of the problem and immediately responded that "Singer 2024" has a rigorous schedule system and fair and open competition rules. It also stated that music is the core of the program and called on netizens to focus more on On the music itself. This move can be regarded as a timely control of the direction of public opinion.
"Singer" became so popular that it is difficult to copy
No matter what, the audience heard the real singing, the program gained traffic, and it also drove the producer Mango Super Media's stock price to rise for several days. As of the close of May 15, Mango Super Media's stock price rose sharply. 5.14%, with a total market value of 48.99 billion yuan.
is a good thing for many practitioners. It has revitalized the music variety market, which has been immersed for a long time, and also allowed many people to see the value of an old variety show IP.
In the past two years, affected by the general environment, it has been difficult to attract investment for variety shows. Compared with other long-form video platforms, Mango TV has always been good at variety shows and has many old IPs. To a certain extent, it can represent the market value of domestic variety shows. From a broader perspective, variety shows have made a lot of money for Mango Super Media in recent years.
’s financial report shows that the Internet video business (which can be simply understood as Mango TV), which is mainly based on membership and advertising, has always been the largest source of revenue for Mango Super Media. Its revenue from 2020 to 2023 was 9.06 billion and 11.2 billion respectively. , 10.4 billion, 10.6 billion, accounting for 70% of the total revenue.
Among them, the advertising revenue brought by the variety n generation is an important source of income for Mango TV, such as "Singer", "Flowers and Boys", "All Members Accelerating", "Star Detective" and the popular "Riding the Wind and Waves" in the past two years. "Sister" (hereinafter referred to as "Sister Lang"), "Brother Overcoming All Troubles", etc., are the heavyweight contestants in the annual investment fair. The financial report shows that Mango Super Media’s advertising business revenue in the past three years was 5.453 billion, 3.994 billion, and 3.532 billion respectively.
takes a closer look at the value of a top variety show IP.
Take "Lang Jie" as an example. According to media statistics, "Lang Jie 1" has more than 40 cooperative brands in the entire season. Kaiyuan Securities once estimated that the advertising revenue of "Lang Jie 1" is about 455 million. Including membership income, the total revenue At about 1 billion; the investment amount of "Lang Jie 2" hit the highest level in the single-project industry in the first half of 2021. According to Western Securities data, there are about 15 advertisers for the show, and the investment amount exceeded the first season; "Lang Jie 3" was cut in half, There were only 6 advertising sponsorships at the time of the premiere. With Cyndi Wang's exit from the industry, the stock price of Mango Super Media rose for a time; when it came to "Lang Jie 4", some media roughly calculated that the first round of investment expenses exceeded 1 billion. A practitioner at
revealed that based on the current advertising agency prices, the 1 billion figure is basically reliable. However, due to the impact of the general environment, there will be a small range of discounts on transaction prices. He also estimated that the naming fee of "Singer 2024", which returns from the suspension of , will be lower than that of "Lang Jie", and the first-round investment fee may be around 300 million.
At a time when investment is difficult, a variety show IP still has good market value.
At this moment, the old IP "Singer 2024" has already benefited Mango Super Media, but practitioners are more concerned about whether it can benefit more platforms.
A variety show practitioner believes that the popularity of "Singer 2024" may not be highly replicable. "The popularity of "Singer 2024" is not only the gimmick of the live broadcast format, but also benefited from the right time, place and people." The reason why
is great is that there has been a lack of popular TV programs in recent years, and the audience's demand for them is very high. Especially after the suspension of "The Voice of China", there is a big vacancy in the market.Due to the favorable geographical location and the support of Hunan Satellite TV, the cost of a major audio comprehensive is not low, and it needs a strong platform to support it, not only the video platform but also the TV station. Renhe is the impact brought by foreign singers.
If Na Ying wins a competition with domestic singers, the audience will not be too excited, but competing with overseas singers, especially those who are not well-known in China, will be interesting. Previously, there were some music variety shows that adopted a non-modified, all-on-mic approach, such as Mango TV's "100% On-mic". However, due to the small size of the program, which focused on new generation musicians, the broadcasting effect was average.
Now that "Singer 2024" has become popular due to its live broadcast, will it set off a bloody storm and drive other music genres to start live broadcast mode?
Mingyang doesn’t think so, “The comprehensive requirements for live streaming are very high, and general platforms and producers dare not try it easily. Moreover, this gimmick has already been used by “Singer”. If it is used by other programs, it will not be so attractive to the audience. "
However, even if it cannot be copied, the catfish of "Singer 2024" has made domestic singers aware of the crisis.
* The title picture and the pictures in the article are all taken from the official Weibo screenshots of Hunan Satellite TV's "Singer".
