Domestic entertainment talent shows have disappeared for three years. How can idol groups break out of the industry? ——The unique solutions and observations of each agency "It seems that domestic entertainment girl groups are OK again!" "Which group is this? The makeup is very on

name girl group may be a name that is somewhat unfamiliar to many people. But when it comes to the "Pig Girl Group", you should have some impressions - it is hard to imagine that "Pig Girl" is indeed the first non-limited girl group in domestic entertainment launched by Lehua Entertainment to break into the market for the first time. Labels in public view.

Prior to this, Lehua Entertainment, as the leading domestic agency, had launched Chinese and Korean idol groups such as uniq and everglow, and name was from a "purely domestic entertainment" background; What is different from mainland groups such as "Rocket Girls 101" and "The 9" is that there is no time limit for name combinations. But on the other hand, this also means that without the momentum of variety shows, it will be difficult for "cold start" groups to break out of the circle.

At the end of 2023, Lehua Entertainment launched the variety show "People Are Not Afraid of Being Famous, Pigs Are Not Afraid of Being Strong". The decision to let seven girl group members raise pigs quickly pushed the girls to the forefront of public opinion. In the program's pilot video, Du Hua angrily scolded them for being "lazy and unable to see hope" and announced the start of a "100-day knockout" to reorganize the members of the group. In the end, the girl group changed from the original 7 members to the current 4 members. It was this reality show that opened up the group's popularity and made name a name in the hearts of the public for the first time.

Now recalling the accusations in the show, the girls are still aggrieved and confused: "Are we really that bad?" But they know the boss very well and have no intention of defending: "Because Du Ma is a person who only watches As a person who achieves results, she often says, 'Who in this circle doesn't work hard? ' We can only be convincing if we achieve results."

The time to prove ourselves is now. "This return is equivalent to our last chance." The four girls told reporters seriously, "I want everyone to see that we are still persevering and that there is still light in our eyes." In "Pig Variety Show" In the next more than half a year, they tried to shoot various video materials, performed in shopping malls and colleges, went overseas to make albums, and practiced expression management... The staff were also constantly exploring and adjusting strategies behind the scenes. Finally, a series of positive reviews and feedback after the release of the new work convinced them that everything was slowly getting better.

"Hello everyone, we are name!" In 2021, this slogan was shouted by the girls on the stage for the first time out. That year, Lehua Entertainment produced a workplace competitive variety show "Our Names", which allowed the company's male trainees and female trainees to compete internally, and selected the best trainees through multiple performances and reality shows. born. In the end, the girls team won the competition and got a chance to debut on the show.

“But after the program is finished, it will be broadcast immediately. Due to some force majeure factors, everyone has not seen this program so far.So when the name was officially revealed, many netizens were asking, ‘Why are they the ones? '" Staff member A in charge of name promotion recalled, "When the group first debuted, we heard all kinds of (questioning) voices. There was even a period of time when we felt that our efforts were useless. We felt that everyone was not interested in domestic entertainment (idols). groups) will wear rose-tinted glasses. In fact, their business capabilities in all aspects are quite good, and name is considered the first domestic non-limited girl group. ”

Before this, Lehua Entertainment had launched Chinese and Korean idol groups such as uniq and everglow. They all trained, debuted, and acted in South Korea first. Some Chinese members returned to China to develop after accumulating a certain degree of popularity. As for name For this "pure domestic entertainment" girl group, there is a lack of program exposure and no stage for the girls to display their talents and charm. The group's debut has become a "cold start" and cannot let more people directly know them. The fatal thing is that in terms of the group's style positioning, name also went through a period of confusion, and for a time they couldn't find the direction to work hard. "The company originally wanted them to follow the popular girl crush style, cool and handsome girls with strong aura, but later. We found that they were a little unable to support it, so we continued to explore to better suit their style. "Staff A told reporters. Not long after

debuted, it caught up with the epidemic, so name began a long period of "picking its feet at home." "I have made many attempts before, but I did not stick to a certain direction. That Sometimes we wonder what kind of things we should do next to make us better? "name member Liu Jiaxin told reporters. At that time, the company had a plan for the group to go to the United States to make an album, and began to arrange teachers to guide the members in rehearsing and taking classes. But just when they thought everything was starting to get better, the plot "took a turn for the worse" and the members suddenly stopped The train ticket information for the trip to Northeast China arrived, followed by the notice that the team was going to raise pigs together.

“The members were not in very good shape during that period, and we didn’t know what to do to make the group go away. The dead became alive. "Staff A mentioned, "At first we thought the boss wanted to do a series of vocal and dance assessments to motivate name, but one day the boss suddenly called us to a meeting and said that name should be raised to raise pigs. The next day Let’s go! "So she contacted the pig farm overnight, and rushed to the dormitory at seven or eight o'clock the next morning to wake up the girls and ask them to pack their luggage and set off immediately. The members of

name were studying in a daze before they understood the situation. Raising pigs, shoveling shit, cooking, and breaking corn... The doubts and incomprehensions at first have been calmed down now. "It's a quite novel experience," said name member Ouyang Chengxi: "She (Du Hua) is actually. I just hope that we can cherish our current life. To put it bluntly, we are standing on the shoulders of giants. The boss and seniors have worked hard to achieve success. Lehua is also one of the best entertainment companies in China. Mother Du was also afraid that we would just enjoy the shade and fall asleep under the big tree, so she asked us to go out and 'bask in the sun'. "

After experiencing the "Pig Raising Variety Show", the staff clearly felt the change in the name, "After the members became 7 and 4, they couldn't accept it at first, but then they slowly accepted this reality. We also found that the condition of the four people was really much better. Now they are very satisfied and happy as long as they do what a girl group should do. "

She told reporters that the current four members are very motivated and will take the initiative to come to the company to practice dance. Some even privately signed up for dance and vocal lessons. When the schedule is busy, the girls repeatedly watch dance videos and pick up their hair in the car. As for the details of the movements, sometimes I even take the time to rehearse in the hotel gym. "It's quite curly. I'm trying to improve myself." "The popularity of the

group has also been significantly improved. Staff member A still remembers that after the broadcast of "People Are Not Afraid of Being Famous, Pigs Are Not Afraid of Being Strong", name went to do an album signing. "A middle-aged man saw it and came over and asked 'Is this the pig girl group? ’ So (raising pigs) does increase their public awareness to a certain extent."

Since the reality show was broadcast, the hot searches for name and the number of fans on social platforms have increased visibly. The program recorded the "transformation plan" process of this idol girl group going to the countryside to do farm work, allowing the audience to understand Several members have a deeper understanding. It can be said that it was this "pig raising" experience that made the name girl group have a name in the hearts of the public for the first time.

From campus to shopping mall. , " sink " attract fans

As a girl group, of course, you can't just rely on topics to get out of the circle. The four members know better than anyone else that their most fundamental business ability and method of attracting fans is singing and dancing. "The stage has gone through personnel changes and now it's kind of our last chance. The only idea the four of us have now is to work together to move forward. We must let everyone know us again and let everyone know why the four of us can stay. "name member Li Siyang said.

In today's domestic entertainment environment, there are not many music and singing programs specifically for idol groups. name's response is to create the stage as much as possible, approach the public, and perform in major shopping malls Communicate and interact closely with dance enthusiasts in colleges and universities, while promoting our works and showing our charm. “Anywhere can be a stage if we want to. As long as we work hard to run around and let more people know us, things will always get better. "Liu Jiaxin said.

In 2023, name has successively appeared and performed in many offline random dance activities. Staff member A mentioned, "At that time, some media also asked whether it would be possible for celebrities to go down to participate in the dance. Do you feel there is a big gap? But we don’t think we should cherish every stage, big or small. If they have something shining in them, they will attract fans wherever they go. Last year we also started running campus activities, such as singing competitions and welcome parties in colleges and universities. We would take the initiative to contact name and ask name to perform, because name is also a college student. Some of them are still studying, and some have just graduated. Many of our fan groups are also students, which fits well with campus activities. ”

Recently, on the day after the Leroy Family concert, name also struck while the iron was hot and showed up at a fashionable clothing store in Shanghai to perform a singing road show, which attracted passers-by to watch and also gained a lot of attention on social platforms. From college students , dance cover enthusiasts, and consumers of girl group style and hip-hop clothing, name is "effectively targeting" a precise audience circle. "Unlike being a mature artist, name needs to make some bold and innovative attempts to achieve success. Let more people know about them. "Staff A told reporters.

"We hope to give everyone a very close feeling, rather than a special sense of distance. "In the words of the four members of name, all of them are "midway monks" to become singing and dancing idols. The four girls studied in college majoring in choreography, acting, English and actuarial science. "Everyone has transformed in their own way. Being a girl group is actually quite bold. Just like the name of our new album "be bold", we hope everyone can be brave enough to be themselves. "

Overseas accumulation of works, adjustment of operation strategy

Combination of long and short videos, emphasis on team accounts

"be bold" is name's first album produced overseas. From the early release of trailer materials to the successive launch of new songs and dances, the group's The performance received a lot of positive feedback.Some netizens left comments: "The domestic entertainment girl group has finally rolled up." "Which group is this? The makeup is very online!"

is the first return after adjusting the team members. This work carries the girls' dissatisfaction. Don't expect anything less. During the intense preparation process, they also had many new attempts and insights, which they shared with reporters with relish: performing a sexy dance music for the first time, Ouyang Chengxi setting off her bangs for the first time, group It was the first time I collaborated with a backup dancer in a music video, and I did special exercises on expression management during the dance line in Korea...

It is worth mentioning that every lyric of the title song "sweet chilli" is based on the name of each member. It was created with the characteristics of the song, which perfectly completes the listening experience of the song. Member Long Yunzhu mentioned that when she first heard the demo of this song, the lyrics were still in a foreign language. "After being translated into Chinese, some words may be a bit abrupt." Therefore, she tailored the lyrics for each member based on their characteristics and personality. Appropriate lyrics are customized to make the singing smoother. In terms of online promotion and operation of

, the team is also constantly adjusting strategies based on summarizing past experience. First, while focusing on the operation of long videos, it also pays more attention to the operation of short videos, trying to present content such as group videos, vlogs and live broadcasts to fans. "The dance cover effect is quite good. This is something that the members are good at. We asked them to cover the dances of all the seniors in the company. At the time, they didn't understand why, but it was through these covers that other artists, colleagues and other members of the company were able to Fans of other artists have paid attention to the name, and it is effective," said staff member A.

The second is that it pays more attention to the operation of group accounts than members’ personal social platforms. "The new song "sweet chilli" seems to have a good dissemination effect so far. This time we have changed the operation method. In the past, everyone paid more attention to the members' personal social platforms. This year we focused on the group's account operation. In fact It seems that this adjustment is correct. The recent number of likes and increase in fans are quite efficient.” During

’s comeback, name maintained an intensive update rhythm on social platforms and successively released the dance challenge of “sweet chilli”. , support method demonstration, dance relay, mv reaction and behind-the-scenes shooting footage and other materials, the total exposure on the Internet currently exceeds 160 million, and the song has received more than 10,000 likes on the music platform, which shows that the team's operational adjustments have begun to bear fruit.

From breaking out of the pig-raising variety show and using topics to increase popularity, to accurately hitting the circle of audiences, getting closer and "sinking and attracting fans", to accumulating and polishing works, and adjusting operation strategies, Lehua's name girl group is practicing it Exploring and verifying a way for domestic entertainment idols to break out of the circle allows us to see another possibility for idol group development besides talent shows.

Domestic entertainment talent shows have disappeared for three years. How can idol groups break out of the industry?

- The unique solutions of each agency. Observation

"Domestic entertainment girl groups seem to be OK again!" "Which group is this? The makeup and makeup are very online!" In the third year after the audition disappeared, many fans have expressed their opinions in recent days. issued a similar exclamation. "Sweet Chilli" by the

name girl group, "Hourglass" by the elf girl gen1es, "Love's Title Song" by the r.e.d girl group... As the stage works of these singing and dancing groups have been increasingly played on various video platforms, they have attracted a large number of dance bloggers. cover, and gradually broke into major dance studios and random dance road shows that originally focused on Japanese and Korean popular dances. The group of "domestic entertainment idols" once again attracted the attention of the public.

In the past three years since idol development programs have withdrawn from domestic entertainment, what have these idol groups been going through? Have domestic idol management companies found a way to break out of the industry?

While the idol industry is creating dreams for countless boys and girls, it is also full of fierce peer competition and cruel capital games. Idols that seem to be born with a halo often have survivor bias that is ignored by most people. The

name girl group may be a name that is somewhat unfamiliar to many people. But when it comes to the "Pig Girl Group", you should have some impressions - it is hard to imagine that "Pig Girl" is indeed the first non-limited girl group in domestic entertainment launched by Lehua Entertainment to break into the market for the first time. Labels in public view.

Prior to this, Lehua Entertainment, as the leading domestic agency, had launched Chinese and Korean idol groups such as uniq and everglow, and name was from a "purely domestic entertainment" background; What is different from mainland groups such as "Rocket Girls 101" and "The 9" is that there is no time limit for name combinations. But on the other hand, this also means that without the momentum of variety shows, it will be difficult for "cold start" groups to break out of the circle.

At the end of 2023, Lehua Entertainment launched the variety show "People Are Not Afraid of Being Famous, Pigs Are Not Afraid of Being Strong". The decision to let seven girl group members raise pigs quickly pushed the girls to the forefront of public opinion. In the program's pilot video, Du Hua angrily scolded them for being "lazy and unable to see hope" and announced the start of a "100-day knockout" to reorganize the members of the group. In the end, the girl group changed from the original 7 members to the current 4 members. It was this reality show that opened up the group's popularity and made name a name in the hearts of the public for the first time.

Now recalling the accusations in the show, the girls are still aggrieved and confused: "Are we really that bad?" But they know the boss very well and have no intention of defending: "Because Du Ma is a person who only watches As a person who achieves results, she often says, 'Who in this circle doesn't work hard? ' We can only be convincing if we achieve results."

The time to prove ourselves is now. "This return is equivalent to our last chance." The four girls told reporters seriously, "I want everyone to see that we are still persevering and that there is still light in our eyes." In "Pig Variety Show" In the next more than half a year, they tried to shoot various video materials, performed in shopping malls and colleges, went overseas to make albums, and practiced expression management... The staff were also constantly exploring and adjusting strategies behind the scenes. Finally, a series of positive reviews and feedback after the release of the new work convinced them that everything was slowly getting better.

Increase visibility

From "cold start" to scratching at home, to "Pig Girl Group" became popular

"Hello everyone, we are name!" In 2021, this slogan was shouted by the girls on the stage for the first time out. That year, Lehua Entertainment produced a workplace competitive variety show "Our Names", which allowed the company's male trainees and female trainees to compete internally, and selected the best trainees through multiple performances and reality shows. born. In the end, the girls team won the competition and got a chance to debut on the show.

“But after the program is finished, it will be broadcast immediately. Due to some force majeure factors, everyone has not seen this program so far.So when the name was officially revealed, many netizens were asking, ‘Why are they the ones? '" Staff member A in charge of name promotion recalled, "When the group first debuted, we heard all kinds of (questioning) voices. There was even a period of time when we felt that our efforts were useless. We felt that everyone was not interested in domestic entertainment (idols). groups) will wear rose-tinted glasses. In fact, their business capabilities in all aspects are quite good, and name is considered the first domestic non-limited girl group. ”

Before this, Lehua Entertainment had launched Chinese and Korean idol groups such as uniq and everglow. They all trained, debuted, and acted in South Korea first. Some Chinese members returned to China to develop after accumulating a certain degree of popularity. As for name For this "pure domestic entertainment" girl group, there is a lack of program exposure and no stage for the girls to display their talents and charm. The group's debut has become a "cold start" and cannot let more people directly know them. The fatal thing is that in terms of the group's style positioning, name also went through a period of confusion, and for a time they couldn't find the direction to work hard. "The company originally wanted them to follow the popular girl crush style, cool and handsome girls with strong aura, but later. We found that they were a little unable to support it, so we continued to explore to better suit their style. "Staff A told reporters. Not long after

debuted, it caught up with the epidemic, so name began a long period of "picking its feet at home." "I have made many attempts before, but I did not stick to a certain direction. That Sometimes we wonder what kind of things we should do next to make us better? "name member Liu Jiaxin told reporters. At that time, the company had a plan for the group to go to the United States to make an album, and began to arrange teachers to guide the members in rehearsing and taking classes. But just when they thought everything was starting to get better, the plot "took a turn for the worse" and the members suddenly stopped The train ticket information for the trip to Northeast China arrived, followed by the notice that the team was going to raise pigs together.

“The members were not in very good shape during that period, and we didn’t know what to do to make the group go away. The dead became alive. "Staff A mentioned, "At first we thought the boss wanted to do a series of vocal and dance assessments to motivate name, but one day the boss suddenly called us to a meeting and said that name should be raised to raise pigs. The next day Let’s go! "So she contacted the pig farm overnight, and rushed to the dormitory at seven or eight o'clock the next morning to wake up the girls and ask them to pack their luggage and set off immediately. The members of

name were studying in a daze before they understood the situation. Raising pigs, shoveling shit, cooking, and breaking corn... The doubts and incomprehensions at first have been calmed down now. "It's a quite novel experience," said name member Ouyang Chengxi: "She (Du Hua) is actually. I just hope that we can cherish our current life. To put it bluntly, we are standing on the shoulders of giants. The boss and seniors have worked hard to achieve success. Lehua is also one of the best entertainment companies in China. Mother Du was also afraid that we would just enjoy the shade and fall asleep under the big tree, so she asked us to go out and 'bask in the sun'. "

After experiencing the "Pig Raising Variety Show", the staff clearly felt the change in the name, "After the members became 7 and 4, they couldn't accept it at first, but then they slowly accepted this reality. We also found that the condition of the four people was really much better. Now they are very satisfied and happy as long as they do what a girl group should do. "

She told reporters that the current four members are very motivated and will take the initiative to come to the company to practice dance. Some even privately signed up for dance and vocal lessons. When the schedule is busy, the girls repeatedly watch dance videos and pick up their hair in the car. As for the details of the movements, sometimes I even take the time to rehearse in the hotel gym. "It's quite curly. I'm trying to improve myself." "The popularity of the

group has also been significantly improved. Staff member A still remembers that after the broadcast of "People Are Not Afraid of Being Famous, Pigs Are Not Afraid of Being Strong", name went to do an album signing. "A middle-aged man saw it and came over and asked 'Is this the pig girl group? ’ So (raising pigs) does increase their public awareness to a certain extent."

Since the reality show was broadcast, the hot searches for name and the number of fans on social platforms have increased visibly. The program recorded the "transformation plan" process of this idol girl group going to the countryside to do farm work, allowing the audience to understand Several members have a deeper understanding. It can be said that it was this "pig raising" experience that made the name girl group have a name in the hearts of the public for the first time.

From campus to shopping mall. , " sink " attract fans

As a girl group, of course, you can't just rely on topics to get out of the circle. The four members know better than anyone else that their most fundamental business ability and method of attracting fans is singing and dancing. "The stage has gone through personnel changes and now it's kind of our last chance. The only idea the four of us have now is to work together to move forward. We must let everyone know us again and let everyone know why the four of us can stay. "name member Li Siyang said.

In today's domestic entertainment environment, there are not many music and singing programs specifically for idol groups. name's response is to create the stage as much as possible, approach the public, and perform in major shopping malls Communicate and interact closely with dance enthusiasts in colleges and universities, while promoting our works and showing our charm. “Anywhere can be a stage if we want to. As long as we work hard to run around and let more people know us, things will always get better. "Liu Jiaxin said.

In 2023, name has successively appeared and performed in many offline random dance activities. Staff member A mentioned, "At that time, some media also asked whether it would be possible for celebrities to go down to participate in the dance. Do you feel there is a big gap? But we don’t think we should cherish every stage, big or small. If they have something shining in them, they will attract fans wherever they go. Last year we also started running campus activities, such as singing competitions and welcome parties in colleges and universities. We would take the initiative to contact name and ask name to perform, because name is also a college student. Some of them are still studying, and some have just graduated. Many of our fan groups are also students, which fits well with campus activities. ”

Recently, on the day after the Leroy Family concert, name also struck while the iron was hot and showed up at a fashionable clothing store in Shanghai to perform a singing road show, which attracted passers-by to watch and also gained a lot of attention on social platforms. From college students , dance cover enthusiasts, and consumers of girl group style and hip-hop clothing, name is "effectively targeting" a precise audience circle. "Unlike being a mature artist, name needs to make some bold and innovative attempts to achieve success. Let more people know about them. "Staff A told reporters.

"We hope to give everyone a very close feeling, rather than a special sense of distance. "In the words of the four members of name, all of them are "midway monks" to become singing and dancing idols. The four girls studied in college majoring in choreography, acting, English and actuarial science. "Everyone has transformed in their own way. Being a girl group is actually quite bold. Just like the name of our new album "be bold", we hope everyone can be brave enough to be themselves. "

Overseas accumulation of works, adjustment of operation strategy

Combination of long and short videos, emphasis on team accounts

"be bold" is name's first album produced overseas. From the early release of trailer materials to the successive launch of new songs and dances, the group's The performance received a lot of positive feedback.Some netizens left comments: "The domestic entertainment girl group has finally rolled up." "Which group is this? The makeup is very online!"

is the first return after adjusting the team members. This work carries the girls' dissatisfaction. Don't expect anything less. During the intense preparation process, they also had many new attempts and insights, which they shared with reporters with relish: performing a sexy dance music for the first time, Ouyang Chengxi setting off her bangs for the first time, group It was the first time I collaborated with a backup dancer in a music video, and I did special exercises on expression management during the dance line in Korea...

It is worth mentioning that every lyric of the title song "sweet chilli" is based on the name of each member. It was created with the characteristics of the song, which perfectly completes the listening experience of the song. Member Long Yunzhu mentioned that when she first heard the demo of this song, the lyrics were still in a foreign language. "After being translated into Chinese, some words may be a bit abrupt." Therefore, she tailored the lyrics for each member based on their characteristics and personality. Appropriate lyrics are customized to make the singing smoother. In terms of online promotion and operation of

, the team is also constantly adjusting strategies based on summarizing past experience. First, while focusing on the operation of long videos, it also pays more attention to the operation of short videos, trying to present content such as group videos, vlogs and live broadcasts to fans. "The dance cover effect is quite good. This is something that the members are good at. We asked them to cover the dances of all the seniors in the company. At the time, they didn't understand why, but it was through these covers that other artists, colleagues and other members of the company were able to Fans of other artists have paid attention to the name, and it is effective," said staff member A.

The second is that it pays more attention to the operation of group accounts than members’ personal social platforms. "The new song "sweet chilli" seems to have a good dissemination effect so far. This time we have changed the operation method. In the past, everyone paid more attention to the members' personal social platforms. This year we focused on the group's account operation. In fact It seems that this adjustment is correct. The recent number of likes and increase in fans are quite efficient.” During

’s comeback, name maintained an intensive update rhythm on social platforms and successively released the dance challenge of “sweet chilli”. , support method demonstration, dance relay, mv reaction and behind-the-scenes shooting footage and other materials, the total exposure on the Internet currently exceeds 160 million, and the song has received more than 10,000 likes on the music platform, which shows that the team's operational adjustments have begun to bear fruit.

From breaking out of the pig-raising variety show and using topics to increase popularity, to accurately hitting the circle of audiences, getting closer and "sinking and attracting fans", to accumulating and polishing works, and adjusting operation strategies, Lehua's name girl group is practicing it Exploring and verifying a way for domestic entertainment idols to break out of the circle allows us to see another possibility for idol group development besides talent shows.

Written by: Nandu reporter Zhu Wenyi

Pictures: provided by the interviewee