Behind the launch of "Hip Hop in China" exceeded 100 million yuan in 4 hours is the industry's "collective anxiety"

"China has Hip Hop" is created by a gold medal production team that can be called "Dream team", and the whole program claims to cost 200 million yuan. As of press time, the topic "China has Hip Hop" has been read 370 million times on Weibo and attracted 4.252 million discussions. On the iqiyi platform, the number of hits of the program has exceeded 100m in just four hours of launch.

the original title: behind the carnival of "China has Hip Hop" is the "collective anxiety" of the music industry

the online ensemble "China has Hip Hop" exclusively broadcast by iqiyi on June 24th can be regarded as a good start.

the development of hip-hop music in the mainland has ushered in a wave of small and the most exciting parts since Modern Sky signed Edison Chen last year. At other times, the influence of hip-hop music can only be seen as a spark, not yet a prairie fire.

this time, the topic of "China has hip-hop" makes all traditional and new media want to get a wave of popularity. But some media headlines about "in a few years, we may no longer hear Zhao Lei, Chen Ji, sesame oil leaves, but Edison Chen, Vanita and others at major music festivals." it reminds me of the fear that we were dominated by the "capital fever" in those years.

the market seems to be in a bit of a hurry all the time. Before folk musicians have established a folk ecology, folk songs have been removed from everyone's watch list. Electric music festivals are popping up one by one like mushrooms, but people still shout mercilessly: 2017 will be the year of hip-hop. According to everyone's chanting, "2015 is the year of the outbreak of electronic music", it has only been two years ago, and the scale of the electronic music market is not even in its infancy.

I think of the theme of this year's Golden Melody Award: the carrier is ever-changing and the music lasts forever, but the music industry seems to have changed its mind all the time, "only laughing with the newcomers and not crying with the old ones".

before "Hip Hop", "Electric Sound Hot" was also fought with a variety show "Gaishi Yin Xiong", which, of course, ended in jumping on the street. Will the music talent show "China has Hip Hop", which was made by iqiyi at a cost of 200 million yuan, replicate the failures of its predecessors, or will it be the first hip-hop talent show in China that will really have an impact on hip-hop music? not only bring traffic to the video platform, as well as after-dinner conversation and jokes for netizens?

< strong > makes the public more skeptical about whether there is hip-hop in China? < / strong >

by browsing Weibo and Wechat moments, we can easily get most of the slots of "China has hip-hop", even for people who don't know hip-hop music and haven't even seen the show. Everyone's complaints are nothing more than: the mentor is not as good as the contestants, the show group black curtain, and the latest online phrase "do you have Freestyle?"

however, as an online variety show, it not only brings a moderately broad scale for hip-hop music, but also has the topic and attention it should have, together with social media and hot topic people. should be able to ferment a wave of public opinion of the best part, achieve a certain level of phenomenon.

of course, as a hip-hop talent show, the program has picked out hip-hop lovers and hip-hop gods from every corner of the country. This exposure is a big map of the underground hip-hop music industry that has been "hiding" and "developing silently" over the years. It is said that the auditions of "China has Hip Hop" attracted about 800 groups of hip-hop musicians. Compared with pop music talent shows, talents are indeed scarce, and hip-hop music has a threshold in terms of culture, aesthetics and creation.

an important criterion for the strength and professionalism of a music talent show is to look at the lineup of mentors. "China has Hip Hop" Wu Yifan, Pan Weibo and Zhang Zhenyue-the mentor combination of hot dogs, are undoubtedly disappointing to onlookers. Because in their impression, Wu Yifan was a member of the former idol group who returned home, Pan Weibo left the microphone in their childhood. Zhang Zhenyue was a rebellious young man who had previously acted in the film and later joined the middle-aged men's group (vertical line). And the hot dog told us to throw our hands in the air.

in fact, if you only regard" China has Hip Hop "as a popular science program about hip-hop music, it will be easier for everyone to accept and much more tolerant.

although the media often praise the arrival of the hip-hop era with "people now know a lot of hip-hop musicians, such as Longjing rap, Xinjiekou, Little Tiger, and today's new contestants Vanita and Xie Di," but how many people really know about hip-hop culture and the works of hip-hop musicians?

when everyone can't wait to share the huge potential market of hip-hop music, we need to draw this cake first. According to statistics, iqiyi had 273 million users in 2015, of which 70% were under the age of 35. These young groups are the right soil for the growth of hip-hop as a young subculture.

it is not enough to have a target audience. A new variety show, especially music shows, also needs topics and traffic, so there is now a mentor lineup.

We can clearly see that iqiyi, who wants to "implant culture into online variety shows," did not focus on the musicality of the program in his early propaganda, but held out the "Freestyle" in one hand. The proper creation of memory points and the deconstruction of culture is an important ideological motivation for contemporary information dissemination and artistic creation.

therefore, as a variety show, "Hip Hop in China" cannot fully show the depth and breadth of the music industry, but it is enough to let the public know these contestants who are "better than their mentors" and their accumulated strength when they are "buried deep in the ground".

< strong > 200 million can break the future of hip-hop music? < / strong >

in recent years, with the increasing absence of record companies in star-making and star-pushing in the industry, the rising channels for musicians are also relatively limited.

first of all, with the increasing discourse power and unprecedented copyright value of digital music platform in the past two years, there are endless support programs for original musicians. Each platform has shown full sincerity: the Light-seeking Project, which is considered to be the most successful Xiami musician, the Stone Project of NetEase Yun Music, and the "fun-seeking" project just launched by QQ Music, and so on. The potential market for independent musicians is huge, and what types of music will be favored when the folk show is not over?

secondly, we are talking about music Reality Show. Although most of the music Reality Show programs are tasteless nowadays, it is a pity to abandon them. Of course, the reputation of music Reality Show programs has also been damaged by the lack of innovation and the love of "fried leftovers" in recent years, which has something to do with the creative bottleneck of the whole TV industry and the lack of talents in the industry.

other links, such as the "national singer" we mentioned earlier (the forgotten "national singer": the self-exuberance of the general public, or the new "straw" of the music industry? ), singers are not popular, and the way to realize cash through online song flow conversion and offline performance, as well as a way similar to Xue Zhiqian's online celebrity "curve to save the nation", has also become a phenomenon in today's industry, but its successful model is difficult to replicate.

"China has Hip Hop" is created by a gold medal production team that can be called "Dream team", and the whole program claims to cost 200 million yuan. As of press time, the topic "China has Hip Hop" has been read 370 million times on Weibo and attracted 4.252 million discussions. On the iqiyi platform, the number of hits of the program has exceeded 100m in just four hours of launch.

for companies like Modern Sky that smell hip-hop music in advance, but keep their market attitude secret, they are holding secret signed hip-hop artists. maybe what you're waiting for is "China has hip-hop", the touchstone and stepping stone of China's hip-hop market.

but can 200 million be exchanged for the future of hip-hop music? The answer may be no. After copyright, record companies, digital music platforms, performance organizers and musicians are all anxious to find a way out for themselves, and the whole industry seems to be in a kind of "collective anxiety" waiting to break out.

We are looking for a breakthrough in folk music, taking folk musicians to unprecedented heights, but now they are falling rapidly; we are eager to send electric sound, an "alien monk" to the throne, opening the door to "hundred DJs", but most of the audio festivals are losing money, leaving a place for the performance market after the carnival; this time it's time for hip-hop music.

what kind of music doesn't matter, but don't let it become a money-making tool. For "China has Hip Hop", which has only 12 episodes in total, it can not bear the heavy responsibility of awakening Chinese hip-hop music, let alone carry the whole future of hip-hop music. The future of hip-hop music is not in the hands of a variety show, it will depend on people's patience and determination to dig deep into the hip-hop music market.

now Spinin' Records, the world's largest electric sound brand, currently has only more than 7000 music libraries, and hip-hop still has a long way to go. The popularity of deep hip-hop culture, the integration of fashion trends, and the holding of hip-hop music festivals are all things to come.

Edit: mary