"China's new rap" leads the trend, "stem King variety" has become an exclusive summer memory

as a Chinese youth rap music reality show, outputting more "ear washing" Golden Songs for the audience has become one of the important contributions of this season's programs, such as "falling stars", "eyes fixed", "dark clouds", "floating to the north", "three pass" and other excellent works have continued to dominate the list on many music platforms. Among them, "falling star" jumped into the hottest BGM of Tiktok, and "eyes on" continued to top the Tiktok music list for a month. At the same time, among the top 10 new songs in the third quarter released by Netease cloud music, the repertoire of "China new rap" accounted for 30%, which was outstanding among all music variety shows

"the 'political correctness' of a music competition program is good music." Chen Wei, senior vice president of iqiyi and chief producer of China new rap, broke the core appeal of the program "let rap return to music itself" in an interview. Returning to the whole season program, rappers have accepted ten rounds of professional and cruel music tests in more than three months. High frequency production of high-quality original music has become the only means to stay on this stage. Among a large number of excellent rap works produced by the program, Chinese elements, telling stories of drifting north, expressing love to his girlfriend, praising his mother and other themes and contents have won the recognition and resonance of many netizens. At the same time, they also show the diversification of rap music and more possibilities in presentation forms

while the Golden Melody swept this summer, Rappers, as the driving force of high-quality original creation, also became popular: many rappers surged by millions of fans, occupied the layout of fashion publications, sang promotional songs for Hollywood films, came one after another with brand endorsements, and performance activities soared. Driven by the platform of "China new rap", rappers not only improved their business value, It has also led a unique fashion trend of rap music and become a new benchmark of this summer's trend. As the annual champion AI Ge said at the end of the program, "everything is so precious, like a dream!" For every rapper participating in the competition, the winning or losing of a competition cannot be the end of the rap music road, but the growth and transformation brought by this summer is indeed a rare wealth

music variety is a "super major player" in the current market, but it can make Chinese rap "glow" and "China new rap" must contribute. Since the official Weibo of the program certification, the attention of netizens has only increased, and until the end, the main topic and related discussions of the program have also successfully broken through the 10 billion mark. It has repeatedly ranked first in the general list of topics on Weibo and the double list of variety shows, the comprehensive list of Baidu Fengyun list and the double list of mainland China; "SKR" frequently appeared in the program broke through the 470000 mark of Baidu Index, and is still active in copywriting and expression bags. Many netizens use "Mo Amway" to describe their inexplicable state of being blocked by Amway in the program. In addition, "I can help you sing hook", "little brother" and other hot words, "northeast family", "ice Na Wu" and other laughing stems have also become the wind vanes of 2018

at the same time, China's new rap has become a strong variety show in the summer of 2018 on Astro Quanjia HD in Malaysia and now TV nowjelli Zijin international in Hong Kong. Since its broadcast, Astro Quanjia HD has been the first audience for all programs for a long time. In Hong Kong now TV now jelli Zijin international station, it has also been the first 10 audience for programs of the same period since its broadcast

in addition to the outstanding results in all dimensions online, the program also continued the popularity of rap online and offline, and launched the "tide play punch in" plan, covering the three punch in sites of "tide play takes the lead", "tide play takes shape in one second" and "tide play travels all the way", creating a series of thematic interactive activities for users and fans. At the same time, it has established a rap trend Art Museum, built an exclusive theme channel for "China's new rap" on the subway, appeared at the 4th Beijing International Music Life Exhibition as the first variety show ip exhibition project in China, participated in the China Cultural IP and innovative design exhibition (CCIP exhibition), immersive new media interactive experience "iqiyi trendy play art museum", and incubated new products with other brands such as Zhou Shengsheng. The novel and interesting cross-border play makes the audience no longer only enjoy the audio-visual culture of rap. Through personal participation, it gradually integrates into daily life and becomes a fashionable attitude and way of life

under the guidance of the youth slogan "I'm young, I'm rap", China new rap not only completed the mission of "returning rap to the music itself", but also brought rap music and a group of high-quality youth rappers to more circles, The purest rap music has been restored with the spiritual outlook of contemporary Chinese young people, and has been successfully recognized and loved by countless netizens. Moreover, while maintaining the most authentic characteristics of this culture and group, China new rap also integrates the charm of traditional Chinese culture into rap music through bold attempts and innovations. When producer Wu Yifan made a stunning debut with the program's theme song "heaven and earth" and the promotional song "Chinese soul", a glory dedicated to Chinese rap was so brilliant in front of everyone, And the young people in the new era will also become the continuation and inheritance of this glory

although "China's new rap" has come to a perfect end in cheering and discussion, its significance to all rappers participating in this summer's event continues. Ma Jun, a "veteran rap cadre", once said when leaving the stage, "whatever iqiyi does, it is raising the standards and threshold of the entire Chinese rap industry." As the first Chinese youth rap reality show in China, "China new rap" is not only a stage for Chinese rap lovers to show themselves, but also a cornerstone for the future of Chinese rap. As guangming.com once commented: with the blessing of iqiyi's spiritual background of "youth, sunshine, positive energy", China new rap further weakens the innate antagonism of rap, effectively purifies the positive spiritual forces in rap music, such as spontaneous expression, positive enterprising, peace and love, sincere love, and helps Chinese rap achieve the advancement from "circle" to "culture"

the end of the first season of the program is to better start the next stage. Che Che, vice president of iqiyi and general director of China new rap, once revealed in an interview on the evening of the program's conclusion that the production of the second season is already within the plan. This summer belongs to "China's new rap". The future can be expected, and the next competition will certainly live up to its glory