"China has hip-hop" triggers a national craze. The hip-hop industry chain is carefully nurturing

even iqiyi, who was full of confidence and under great pressure to launch the program, should not have thought that the program was initially broadcast naked without the sponsorship of advertisers, but the number of views exceeded 100 million in just four hours after the first episode was broadcast.

if you want to choose the word that bothers you the most this year, it must be freestyle.

Yes, by the fourth episode of the hip-hop Reality Show program, "China has Hip Hop," young people already have a new criterion for dividing people: those who know freestyle and those who don't know freestyle. Presumably, even iqiyi, who was full of confidence and under great pressure to launch the show, did not expect that the program was initially broadcast naked without the sponsorship of advertisers, but the number of views exceeded 100 million in just four hours after the first episode was broadcast. As of July 15, the total number of feature films in the four episodes of "Hip Hop in China" has reached 710 million. Such impressive data also proves that iqiyi's persistence and judgment are correct.

the popularity of the program triggered social" hip-hop craze ", making the program" China has Hip Hop "like a powerful magnet, instantly sucking together various elements of the hip-hop industry scattered in unknown places, and relying on the hands of the market to quickly make up for some of the missing links in the chain. A domestic hip-hop industry chain has loomed.

< strong > Hip-hop "virus" is strong enough to attract fever < / strong >

July 15, after the fourth episode of "there is Hip Hop in China" was broadcast, the eyeballs of data users are going to explode again! The number of broadcasts has exceeded 100 million in only 40 minutes! The speed is amazing! So far, Sina Weibo # China has hip-hop # main topics that have read more than 1.2 billion and discussed more than 5.88 million items. They often occupy the first place in the online variety list, variety list, topic list and even the overall list. More times, they have achieved good results with full marks in the Weibo variety real-time list. After each episode, 20 or even 30 program-related keywords occupy the Weibo hot search list, keeping up to 10 keywords on the list at the same time.

at the same time, the popularity of Rapper has soared, and the number of fans has soared all the way. So far, Gai Weibo followers have soared from 8000 to 290000, and your boy TT's number of fans has soared from 50, 000 to 710000 in a month. In addition, the contestants' works are also widely recognized by netizens: the song "Time" by Xiao Qinglong and Huizi jumped to the top of the QQ popularity list, with more than one million votes in 24 hours and more than 3500 on-screen comments, winning the best results in the same period of music programs; jianghu hip-hop leader Gai's second-phase champion single "dry things in the Sky" has long occupied the top three of the major music charts.

"there is Hip Hop in China" has become a hit, and the butterfly effect has triggered a scramble for hip-hop dividends. Producer Wu Yifan's sentence "do you have freestyle" gave birth to a variety of freestyle stalks, a variety of fashion brands and consumer brand marketing promotion can see the figure of freestyle.

Today, through programs, the "virus" of hip-hop culture has imperceptibly penetrated into the public way of life and the operation and promotion of the business community, constantly expanding the territory of the hip-hop kingdom, so that hip-hop has become a hot social phenomenon.

< strong > popular programs ignite the hip-hop market < / strong >

although hip-hop culture has entered China since, the obvious commercial division line of domestic hip-hop can be counted from 2010. Due to the popularity of trap music in Europe and the United States and the popularity of Korean idol groups, the ceiling of domestic hip-hop music has gradually opened. Longjing, Xinjiekou and other hip-hop groups began to become popular, modern sky set up hip-hop brands, and so on. By 2017, there were 41 hip-hop brands, and the hip-hop industry has entered a formal mode of operation and commercial development.

after the broadcast of "there is Hip Hop in China", the hip hop market began to be full of vitality as if it were suddenly awakened. From nerve endings like singer fans to nerve centers like big corporate bodies, they are all excited. A large number of music fans attracted by other types of music, such as electric sound and folk songs, have discovered their favorite "New World", which can be proved by the surge in the number of fans of the contestants. Because of the emergence of the program, people suddenly realize that hip-hop has become a trend, filled in every corner of life, and more people are really beginning to understand hip-hop culture.

in the fourth episode, sharp-eyed viewers have found new sponsors of the show, and Xiaomi's implantation has also given viewers a signal that more brands may join in the future. From streaking recording to the continuous injection of manufacturers, it also shows that the commercial value of hip-hop is being recognized and discovered by the market.

as for future plans at the commodity level, Chen Wei, senior vice president of iqiyi, said that "China has Hip Hop" has opened its own trend card "Renech", which can do more related derivatives, and the follow-up tours, leagues, music festivals and so on are also entirely imaginable.

of course, just one program cannot support a new industry. "China has Hip Hop" can only be said to act as a midwife. How to nurture the hip-hop industry carefully is a test for the participants in the industrial chain.

< strong > the rise of native hip-hop to the world stage < / strong >

there is no denying that at first hip-hop culture was misunderstood by many people as having a lot of restless factors, but in fact, the real connotation of hip-hop culture is the positive elements such as blood, truth, original heart, and dream. And "China has Hip Hop" also hopes to convey these messages to the public through the program, so that people gradually eliminate their prejudice against hip-hop. The sincerity and frankness shown by the contestants in the

program is touching. The duet singing between TT, a popular player with good resources, and Zhuo Zhuo, a hip-hop teenager, in the battle segment is full of Brotherhood, which makes many people feel very emotional. As for off-stage Rapper sometimes joking against each other, this is not a sign of contempt for each other, but often a sign of respect for each other. Contestant Gai said: "there are only a few people in domestic rap music Diss me, I will choose to fight back, because that is the singer I respect." The authenticity of Rapper is the core of hip-hop culture and an important way for them to convey their attitude.

in addition, many works created by Rapper promote Chinese culture, and some even become symbols for the export of traditional culture. Chinese hip-hop player Ouyang Jing, who defeated his former overlord in a music show on African-American entertainment television 15 years ago, won the championship for seven weeks in a row. He once made history in the shape of Confucius rap, which is of great teaching significance. Today, the film has received more than 30 million hits. There are also many contestants' works that promote benevolence, courtesy, loyalty and courage in traditional culture, and show the charm of hip-hop culture in various parts of China with unique voice and dialect.

the positive energy shown by Rapper in "China has Hip Hop" has also been recognized by the domestic mainstream media.

not only that, China and Hip-Hop has partnered strategically with UltraMusicFestival, the world's largest music event, which means that Chinese hip-hop has gained international recognition, and Chinese hip-hop musicians have begun to enter the international stage.

absorb and digest imports, and then export Chinese hip-hop to the West, and all participants in the Chinese hip-hop industry chain begin to realize the heavy responsibility behind entertainment. What is particularly commendable is that "China has Hip Hop" creates its own hip-hop culture. From the original imitation to today's large-scale originality, the producers are trying to tell hip-hop stories with the soul of Chinese culture in the form of the world. The platform created by "China has Hip Hop" has made these young rapper people get more and more attention, and foreign musicians and music organizations have begun to invite them to perform abroad, which also proves that Chinese hip hop has found its own way in the innovation after localization, and has been internationally recognized, and has really taken a key step of "going out".

Edit: xiongwei