To create a new level of entertainment activities,"Star Speech" gives IP a different cultural flavor

Seven heavyweight guests participated in the starry sky speech, and the number of online live broadcasts exceeded 9.4 million. The purpose of using speech as a form of expression is to try to use another way of expression to pave the way for the establishment of mainstream values.

On May 25, 2017, the "2017 Summer Star Speech" event hosted by Tencent Entertainment and Tencent Video was held at the International Exchange Center of Beijing Language and Culture University. Seven heavyweight guests from film and television, news, media, business and other fields, Zhao Liying, Liu Ye, Li Xiaolu, Zheng Kai, Feng Lun, Chen Xiaonan, and Jiang Fangzhou transformed into speakers and shared their true stories and inner feelings with the audience. The online live broadcast volume exceeded 9.4 million. As the IP of Tencent Entertainment's annual brand event, this "2017 Summer Star Speech" is the third time since the summer and winter seasons of 2016. Behind allowing the public to fully appreciate the different styles and charms of stars and celebrities is Tencent Entertainment's attitude to create a new level of cultural activities and a useful attempt to dig deep into the potential and extensibility of classic IP in cultural advancement. Both for the industry and the platform itself, it has obvious positive significance.

Cross-border is not the purpose, but to give public figures more possibilities

to invite public figures to the podium to show their other side in front of the audience and tens of millions of online netizens. This is in itself a big challenge. Especially for those stars who are accustomed to completing performances in front of the camera or controlling everything on their respective stages, once they leave their field and discourse field and are placed in such a relatively unfamiliar environment, how to express themselves independently and completely is a test. The "Starry Sky Speech" undoubtedly gave the most perfect answer. It allows stars to take off their halo and arm, sincerely share their lives or insights with everyone, and show more possibilities.

In fact, looking at every guest who spoke on the stage that night, they did achieve this to varying degrees. Whether it is completing an accurate analysis of oneself through self-deprecation or self-criticism, such as Li Xiaolu's speech "Why Do You Care What Others Think" and Zheng Kai's "Mr. Almost's Survival Rules"; Or through highly speculative and calm observations on society and life, such as Feng Lun's "One Hundred and One Ways to Gain Freedom" and Chen Xiaonan's "You must be curious, what is there to talk about with strangers", these speeches all use relatively straightforward life remarks, and there is no deliberate sensational exaggeration, nor does it pretend to be a profound concept of losing baggage and playing. This makes the whole speech always in a relaxed and interesting atmosphere, both ornamental. It also implicitly shortens the distance between itself and the audience. Both the audience and online netizens were happy to accept such a speech format. In addition to cheering, they also threw out comments such as "Li Xiaolu who likes this" and "I didn't expect real estate tycoon (Feng Lun) to play like this". It is not difficult to see that what the audience would prefer to see is the more possibilities displayed by these public figures standing on this stage.

Of course, the sense of form and strong content attributes of the speech itself also put forward higher requirements for the personal qualities of these public figures, pushing them to think deeper and try to express themselves in another discourse system. This is obviously different from the lines they say, announcements they have made, and interviews they have accepted in ordinary times, and are a higher-level challenge. If you want to bring the audience a different self, you must express yourself in a more realistic, vivid and more life-oriented way.

Try to use another expression method to pave the way for the establishment of mainstream values

. Since "speech" was chosen as the expression form of the activity, this requires "starry speech" to try to express and convey a spiritual core in another way, highlighting the impact and shocking effect that language can bring to a broad audience.

In order to achieve this goal, we take "speech" as the core content, and also consciously break the traditional way of speech, give guests the greatest freedom of speech, and gather the humor, incitement, appeal, and opinions that language expression can contain. Controversiality and attraction and other elements, do not pursue independent viewpoints, nor emphasize any macro-perspective narrative structure, but strengthen the charm of the language itself and complete personalized self-expression time after time. Find the most appropriate outlet for the public's desire to complete self-expression.

As an entertainment activity with "speaking" as the main form,"Star Speech" has invited many cross-border stars. The content and topics of the speeches are also extremely diverse. In addition to various social topics such as life, emotions, family, and growth, most of them combine the own experiences of these public figures. This way of "telling the stars 'own stories" is conducive to carrying the big truth through small stories. It can often be more conducive to achieving on-site effects that are meaningful. For example,"My Dad and I, My Son and His Dad" delivered by actor Liu Ye, and "Talking about the Absurd Imagination of Talented Women in This Society" delivered by talented woman Jiang Fangzhou, both have extremely distinctive personal colors, but they have a strong sense of substitution during the speech process, which makes people sigh. Their own topic effects are often more likely to impress the audience when combined with their respective life experiences. At the same time, they use many valuable life stories to convey positive social energy.

Using the "shell" of speeches to achieve a comprehensive transformation from entertainment to culture

, people who understand the ecology of the entertainment industry know that in addition to the occasional output of opinions in their respective majors, these stars often have extremely limited space for speaking, not only do they have few opportunities to express their views and attitudes on society and life. Even if they have the opportunity to tell, they must fully consider the feelings of the audience, and it is difficult to enjoy themselves. For them, public speaking is undoubtedly a new output channel. It can not only convey the personal conclusions drawn from their thoughts and thoughts, but also help the audience appreciate and accept their true state after leaving the spotlight. It is undoubtedly a very tempting opportunity to show themselves.

How to make these public figures with their own aura show another charm on stage that is different from the past obviously requires great efforts at all levels. During the speech, the guests 'humorous or brisk expressions were undoubtedly attractive enough. The overall feeling was positive and inspirational, and it was more in line with the audience's acceptance psychology. Since it is a speech, in this process, we must not only emphasize auditory enjoyment, but also achieve visual aesthetic pleasure, and achieve both temporal and spatial aspects. Judging from the overall effect of the "2017 Summer Star Speech" at the event site, it did create an entertainment and cultural festival.

There is no doubt that many elements in the "2017 Summer Star Speech" are powerful chemical reactions based on originality. The frequency of the two seasons every year is popular with the audience, which is enough to show that while achieving differentiation and specialization, Tencent Entertainment leads the audience to make breakthroughs in a broader and deeper cultural dimension, realizes the communication power and influence of the event, and provides For such activities to set a benchmark for reference is obviously the goal pursued by "Star Speech". Judging from the results, this goal has undoubtedly been fully implemented.

Editor: jessica