Author | Li Qinyu Editor | Fan Zhihui
Recently, the Chinese music scene has been revitalized by a "mother's nose". After
Internet celebrity Qin Xinyu failed to have a nose surgery and failed to communicate with her to protect her rights, she had no choice but to choose a unique path to protect her rights - composing this 38-second song "Give My Mother Her Nose", which not only It has reached the top of the Douyin entertainment list and has been fed back to the streaming media platform. It has good playback data on QQ Music and NetEase Cloud Music.
Under the huge attention, FaGe’s rights protection was successful. On July 28, Qin Xinyu released a video. After several months of continuous rights protection, he is about to get a fair result. He also said that this matter was beyond his control and called on everyone to stop playing tricks.
But the song is about the wrong person. Why did "Give My Mother Her Nose" a hit all over the Internet? After making people laugh, what else can it bring to the market?
The meme is funny, but the song is terrible
The matter has to start from a week ago. On July 19, Qin Xinyu's Douyin account posted a video in which he stood in front of a store called "Ouya Medical Beauty" and talked about his plastic surgery experience in an exaggerated tone. On July 24, Qin Xinyu’s Douyin account “Xinyu (Gargamel Version)” released the song “Give My Mom a Nose” to defend her rights.
The melody of this song is simple and brainwashing. The first half of the 38 seconds is accompaniment. The lyrics are extremely colloquial, with only 6 sentences. The cover is a photo of Qin Xinyu himself with red eyes after failed plastic surgery. However, the communication effect is very good. More than 6,000 people are listening to it at the same time on QQ Music. It has exceeded 1 million views in just 5 days. It also has tens of thousands of collections on NetEase Cloud Music.
As the incident gradually unfolded, this piece of work spawned many derivative versions on music platforms, such as "Give My Mom a Nose" (what happened), "Give My Mom a Nose" (rap version) "If you don't give me back, you'll get a nose" (hospital response version), etc., there is also a "response song" that attracts traffic, "If you don't give me back, you'll get a nose (what's wrong)", it ranked second on the soaring list.
Most of these songs follow the conventional production model of "saliva songs" and lack melodic highlights and emotional dynamics. Only the purpose of eating "nosebleed steamed buns" to gain traffic is clear. If you listen to them too much, you will always feel like you are from 21 The impetuous atmosphere of the Internet environment of the century.
As the popularity of the work soared, Qin Xinyu also created his own gesture dance, which triggered many dance societies and individuals to make magical modifications to "Give My Mother a Nose". What’s even more outrageous is that some idol fans have also joined this activist movement to speak out for idols who have been victimized by the company’s failed plastic surgeries. Some netizens bluntly said: "It is recommended that hybe artists sing on demand."
Ouya Medical Beauty has not only become a background board for fans to defend their idols’ rights, but has also become a holy place for netizens to check in for “full life”.
As of July 29, this song has a completion rate of 93% on the music platform on the fourth day after it was released. The number of comments on qq music has exceeded 13,000. Last year, fifty fifty was a hit at home and abroad. The hit single "cupid" only has over 14,000 comments on QQ Music.
According to the popularity of 1 million views in 5 days, the royalties received are enough for Qin Xinyu to have another nose job.
"The world kissed me with pain, but I responded with songs." The plot of "Give My Mother a Nose" is funny, the song is ugly, and the core is hollow. For musicians who are serious about writing songs and earning a few dollars in royalties a year, the critical damage is even more stacked.
It is not difficult to see that both creators and Internet celebrities are neglecting the depth and artistry of music creation while excessively pursuing traffic and commercialization. This kind of industrialized functional music has also invisibly eroded the aesthetics of the audience.
"Give My Mom a Raw Nose" lacks the "mom-sense"
In June this year, mark mulligan, the founder of midia research, proposed the concept of "tiktok-core", which refers to those that are rapidly rising on the short video platform. Music content.
This type of music follows the flow-first creation logic and is limited by the length of content displayed on the short video platform. tends to use elements that can quickly attract attention in a short period of time, such as fast-paced click music, and Mostly based on popular chord compositions.
mark mulligan pointed out that as the digital world continues to evolve, the nature of music is also changing.
In the 2010s, artists worked hard to create music that would be attractive on spotify, including well-crafted album introductions and beautiful cover designs. However, the music of the 2020s is more emotionally driven, reflecting responses to the surrounding environment.
Streaming media platforms have become a gathering place for mainstream music, while social networks have become the spiritual home of the fan and creator economy.
Among them, the main impact of short videos on the music industry is their "viral" spread effect. For example, mae stephens' hit song "if we ever broke up" became popular on the short video platform and received 312 million views on spotify, and was named one of tiktok's "breakthrough artists" in 2023 one. The success of
has also prompted some artists and Internet celebrities to follow a work structure paradigm that is more suitable for popular short video platforms and create songs with melodies and lyrics that are easy to remember. But it is worth noting that Mae Stephens' new album did not reach 500,000 listens.
At the same time, short videos are also shaping the current music culture and industry model. Every player in the music industry value chain has played a role in this process. Whether it is shortening the length of songs, adding social attributes, changing the royalty system, or following viral trends, these small changes collectively produce macro-level changes. Impact.
It is undeniable that in the era of short videos, anyone can quickly be labeled a "musician" by using "fast food memes" and the "earworm effect", and then applying the current scrawled music creation routines.
With the popularization of music production tools, anyone can easily participate in music creation. They can use ready-made beats, use their mobile phones to complete recording, and even quickly adjust the rhythm on the platform, edit variable speed versions of songs, and combine their works with other The content is uploaded to social media together.
However, the increasingly difficult hit songs have made this gameplay show signs of fatigue.
If you want to truly create popularity, not only the nose, but the music also needs a "mom-sense" to maintain its life cycle. The hot songs produced by
, supported by the dual traffic of gossip talk and popular formulas, are nothing more than a kind of music sketch with a silly and showy style. When a musical work abandons the creative logic and inherent artistry, it can only be classified as a piece of audio, missing the vitality and core of the musical work itself.
For example, this kind of functional songs are like the popular celebrity explosions a while ago. They are the same and lack original beauty. They also poison the audience's aesthetics. Their life cycle is comparable to that of a short-lived phoenix, and they can only be tinkered with. Barely able to survive the heat. Is the whole work of
destined to be low?
So, are the songs written by Zhenghuo destined to be low? actually not.
In 2016, "Zhang Shichao, Where Did You Put My House Key", composed by Jin Chengzhi and performed by the Shanghai Rainbow Chamber Chorus, became popular all over the Internet. The song was inspired by a real event in 2012. It tells the story of the protagonist who was locked out because his friend Zhang Shichao forgot to bring the key and searched for the key through the phone.
This work cleverly combines a variety of musical elements, including kazoos and other unconventional instruments, making it a good work that contains serious musical characteristics under the guise of a divine comedy, and it shows the development and creation of music in different periods. The evolution of techniques. Jin Chengzhi, the creator of
, once mentioned in an interview that classical and funny do not conflict. He believes that people are rich and their personalities are also rich. Artistic creation and fun are inseparable. Ancient literati actually had a strange sense of playfulness. cannot be said to be a strategy, but more of a natural expression.Elegance and vulgarity are inseparable, both are expressions of contemporary times.
"We are indeed trying to lower the threshold of appreciation to a certain extent, such as using lyrics that are more relevant to modern life to resonate with the audience, and allowing more people to be exposed to "chorus" and "classical music.""
Works similar to comedy narrative forms There are also many. For example, in 2021, "Sunshine and Cheerful Big Boy" written, composed, arranged and sung by Guazhe Lingfeng is based on the theme of complaining about the character who accompanies the whole process in the script. The lyrics at the end of the song are "I paid the money and went out, but "Still trapped in the game" instantly resonated with countless listeners who have had the experience of "making money", and it was even so real that it made people laugh.
This song naturally entered the gaming circle. In the game "Three Kingdoms", players can't help but change the serious military commanders into happy expressions of ghosts. In addition, the character settings, skills and song descriptions in the game have no sense of contradiction. Therefore, "Sunny and Cheerful Big Boy" ” became Xu Sheng’s nickname in the game “Three Kingdoms” and spawned many viral videos.
In the autobiography of the author of "Sunny and Cheerful Big Boy", the divinator Lingfeng admitted that the song was only based on his personal experience of the real feelings when the script was being killed. He did not expect that the song would be popular, and hoped that the audience would be more popular. Check out his other works.
Compared with the academic "meme" works, Douyin musician Wang Bo's "wild road" works, such as "Bedwetting Chronicles" and "Best Friend and Enemy Friend" are more creative than "Give My Mother a Nose". Because they are similar, they are all simple brainwashing melodies, and they all seem to be "joking".
As for the difference between the two, Wang Bo once gave the answer in an interview: "I just want to bring happiness to everyone when I release my works. Some people may think that this kind of song has no nutrition, and may even say it is a saliva song. , but it is indeed based on some of the most practical and inconspicuous things in our lives. I always believe that the most ordinary and simple themes contain people's most primitive and common emotions. "
It is not difficult to see, no matter what. Whether it is "Zhang Shichao, where did you put my house key?", "Sunny Big Boy" and other works with complaints, tricks, and comedy, or "Bedwetting Chronicles" based on daily life and grassroots culture, they are all different from just There is a significant difference in the song quality, creative concept and emotional core of the 38-second "Give My Mother a Nose".
Even the originator of abstraction "My Skateboard Shoes", which is inferior in terms of sound quality, emotionally conveys a simple and pure sense of happiness and satisfaction. Even initially derisive listeners can find resonance in the song years later.
But "Give My Mother Her Nose" is another kind of abstract "inner circle" culture, which represents the current mental state of some people and more inspires the audience's mentality of eating melons. It is impossible to separate the background story. A frivolous musical sketch that makes sense.
Conclusion
Music creation is inclusive, but it does not mean there is no bottom line.
In recent years, concepts such as network sense, fans, and operations have almost become required courses for music creators. In this regard, short video internet celebrities are undoubtedly the best after years of influence on the platform. The diversity of music makes it uncapped and backward compatible. People can use music to express almost any emotion and story.
But whether it is a mountain tune or a new genre, it should be spread in the form of music based on careful design. This also means that even if it is for relatively niche demands such as satire or so-called joy, it can be artistically expressed through design creation and music.
Unfortunately, aside from the rights protection attribute of "Give My Mother a Nose", apart from bringing another commercial success case to waist musicians, there is nothing to learn from.
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