After being broadcast in four hours,"China has hip-hop" is behind the hip-hop empire of the younger generation.

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Shen Yue, vice president of Modern Sky, does not think that the crux lies in whether there are stars or not. The market must work together in all aspects, not only artists, but also the participation of music companies, brands, consumers, cultural policies, and even well-known cultural scholars. Under the name of "the biggest investment in history online comprehensive", we invited star musicians such as Wu Yifan, Zhang Zhenyue, MC Hot Dog, Pan Weibo, etc. to recruit teams from "The Voice of China" and "The Masked Singer", iQiyi's "China Has Hip Hop" was launched on June 24...

there may be hip-hop in China, but no one has ignited hip-hop to make the whole market dry. At present, this circle still seems to be entertaining itself while envious of the commercial value of the foreign hip-hop industry.

original title: hip-hop, fashion, resistance and mass mockery, this generation of young people are irritated

now, hip-hop music, which has always been a minority, is said to have attracted 200 million production fees.

under the name of "the biggest investment in network ensemble in history", star musicians such as Wu Yifan, Zhang Zhenyue, MC Hot Dog and Pan Weibo were invited to poach the team of "The Voice of China" and "Masked Singer". Iqiyi's "China has Hip Hop" began to air on June 24 and received more than 100 million views within four hours of its launch.

Hip Hop, a niche music that is just an abstract symbol to many people, is finally in the spotlight driven by money, stars and big platforms.

diss is a very important culture

if you are not usually a hip-hop enthusiast, you may turn on the show but still can't get into the plot. The process of talent shows is the same, star mentors choose people, argue about who to choose, mysterious people wear masks on the stage, unexpectedly take off the mask is a big shot in the circle, and so on. But "coming freestyle" and "diss are very important hip-hop culture", these dialogues popping up like slang show the particularity of "China has hip-hop".

in fact, before the broadcast, during the audition stage, this program caused a dark scene of controversy. The first test contestants were screened from nearly 800 to 70. "some contestants are obviously very strong, but they are not shortlisted. I suspect there is a clandestine operation." This sentence comes from a hip-hop creator who has been doing hip-hop in China for more than a decade.

not only he, but also many hip-hop enthusiasts hold a mocking attitude towards "there is hip-hop in China". The volume of this concentrated release made many media notice for the first time that there were more people playing hip-hop music than expected, although usually these people were far less active than pop music, folk fans, or even rock fans.

Kong Linqi, a well-known hip-hop artist, has run the domestic hip-hop community "Hip Hop Park" for ten years. "there are not only first-tier cities from north to Guangzhou, but also second-tier cities such as Xi'an, Chongqing, Chengdu, Wuhan, Xinjiang, Qingdao, Changsha and even the northeast," he told reporters. "

according to the statistics of deer antlers, the number of hip-hop brands in China has increased significantly since 2011. In 2016, there were more than 33 hip-hop brands, and they are widely distributed across the country. After more than a decade of development, hip-hop has accumulated a large number of audiences in China. Music fans come into contact with hip-hop through concerts, music festivals, Live house, underground clubs and other channels. With the development of mobile technology, hip-hop vertical communities, live streaming and online music listening have brought more diverse scenes and more contact opportunities for hip-hop fans.

to attract traffic," China has Hip Hop "invited Wu Yifan

to steal people quietly

" raise your hands and shout with me! " The rhythm on the stage is very dry, the singer raised his hand, some of the audience excitedly rushed to the front of the stage, the other part continued to sit on the grass to rest. "those in the back are probably passing spectators, and they probably don't even know who I am. Never mind, we go on

this is the scene of the Guazhou Yunshang Music Festival on May 29th. The hip-hop stage was newly opened this year, and tens of thousands of people flocked to the main stage with Zhao Lei and Wan Xiaoli. Obviously, there are far fewer people aiming at the names of hip-hop circles such as Man Shuke, Yundao and MC. Even if you don't know the list of singers, you can see the difference just in terms of the size of the stage. the hip-hop stage is much smaller than the main stage. it can also be seen that the dance design of the hip-hop stage is more colorful, and the audience looks younger and more fanatical.

not only Guazhou Yunshang Music Festival, but also Modern Sky Music Festival and Tianmo Music Festival have opened hip-hop sections this year. Hip-hop is like suddenly walking from the ground to the ground, skipping the stage of mass popularization and going straight into the war of robbing people.

Modern Sky set up hip-hop label MDSK at the end of last year, signing hip-hop artists such as Edison Chen, Vanita and Safflower Club. Youku Tudou was dissatisfied with the hip-hop video community, which has the earliest and largest group of artists in China, and began to join hands with "Hip Hop Fusion" to launch the "Listen Up Rap Song Writing Competition" to further expand the ranks of artists.

hip-hop is just showing its signs, and more companies are using low-key ringleader tactics. The founder of an independent music company that specializes in folk songs has been looking for hip-hop artists online and offline since the beginning of this year. The founder of this company temporarily refused to be interviewed by reporters, lest too many competitors enter the field. Raise the signing price of artists, "quietly into the village, it is not time to speak out."

the Red Flower Club signed by Modern Sky has accumulated more than 10 million hits on NetEase Yun's music in less than half a year. NetEase Yun's "Chinese Hip Hop list" reached 2.72 million views in just three days after it was updated on June 10 this year. The first season of the US TV series "Hip Hop Empire" has also received a total of 29.25 million views on Sohu.

these numbers are nothing compared to the hundreds of millions of popular music played, nor can they compare with the pop style effect caused by Zhao Lei after singing "Chengdu" on "I am a Singer". Even if "China has hip-hop" cost 200 million, hip-hop is still niche music. These companies and platforms that put money and resources into hip-hop may have realized this in the first place. When they do hip-hop, they are doing more of a trendy culture than the artists and the music style itself.

the boss of Live house in Nanjing has made statistics that in his Live house, a folk performance with stars can usually be full, it is not a problem to sell tickets for a few thousand yuan, and people may not be satisfied with holding a hip-hop show, but the consumption of drinks can reach tens of thousands of yuan a night. The reporter asked Modern Sky to verify whether there was a similar situation. Shen Yue, vice president of Modern Sky, also said that the overall consumption of music festivals with hip-hop stage was indeed higher than usual.

as a trendy culture, hip-hop has a wide range of denotation

hip-hop, resistance, tide cards and spending power

hip-hop music can make money, which is related to its buyer's market.

according to data from New Music Industry Watch in 2016, hip-hop users are mainly concentrated in the 1980s and 1990s, aged between 18 and 35, and belong to young people. These young music fans usually have a certain source of income and have a certain musical aesthetics. In particular, these people from the post-80s to the pre -'95 are already working. They are financially independent and can get in touch with hip-hop music by buying show tickets, online hip-hop songs, and surrounding merchandise.

however, even if the main consumers are young people, internal preferences are different.

the old fans of the post-80s and pre-1995 generation who are about to "enter middle age" are mainly influenced by the hip-hop styles of Europe, the United States and Hong Kong and Taiwan, and emphasize the "resistance" to the mainstream culture of the older generation of hip-hop stars such as Jay-Z and Dr Dre.

as music fans grow up, more "modern newcomers" who are born with a sense of the web come into contact with and love hip-hop, and their favorite hip-hop style is also changing.

musician Huang Mujia once said in an interview that the audience of hip-hop music is getting younger and younger: "in recent performances, we found that post-90s and post-950s have the largest audience, and there have been many post-00s middle school students to buy tickets to see the show." Modern Sky also said that the post-1995 generation is now the main consumer of hip-hop.

Hip-hop music began to shift from Europe, America, Hong Kong and Taiwan to Japan, South Korea and mainland China. Kong Linqi told reporters: "it is obvious that the biggest change in the audience in the past two years is that there are more women, which is related to Japanese and South Korean stars such as Bigbang."

these young music fans also care less about "resistance", more about the catharsis of emotion and the exertion of personality. Flowing young music fans, unfailing hip-hop music. Hip-hop continues to attract young people who pay attention to personality in the new era. as a trend cultural label, the tentacles of hip-hop can be extended to clothing, accessories, skateboards, drinks and many other consumer areas.

Modern Sky has signed up three groups of hip-hop artists this year, including Red Flower Club, "your Boy" Tizzy T, and Man Shuke, all of whom are post-90s. "We have to predict the next fashion trend, and now our judgment is that the post-1995 generation will become the main consumers of hip-hop music. These children don't know much about hip-hop stars, but they are very interested in young hip-hop artists from Japan, South Korea and China." Shen Yue said.

seize the growing hip-hop community, it seems to be able to catch a big cake. Compared with those who listen to folk songs and pop, the base is large but somewhat vague, when it comes to hip-hop, people think of either Edison Chen or the young people who shop in Chao Pai shops. In short, as music, hip-hop may be very abstract, as a user portrait, it represents spending power.

come on, battle

what is the lack of Chinese hip-hop

hip-hop music itself is young, which is in line with the current marketing trend of pursuing individuality and fun. Pepsi, Adidas and Sprite all want to pry open the door to youth with hip-hop.

Pepsi spends a lot of money on fancy cooperation with the American TV series "Hip Hop Empire". When the TV series is broadcast, a series of nine-episode stories called "Emerge" will be broadcast simultaneously on Facebook and Instagram. In addition, PepsiCo will also launch six "Hip Hop Empire" theme cans painted by artist Jon Moody, which are specially coded to view tidbits through the Shazam app, which is known as the "song search artifact." In order to promote the commercial shooting of Jamal Lyon, the protagonist of the series, PepsiCo spent 20 million dollars.

Adidas and Sprite mainly use customized ways to show the value of hip-hop. In addition to selling ordinary sneakers and clothes, Adidas also works with stylish hip-hop stars to sell star-designed clothes that combine fashion with music.

there may be hip-hop in China, but no one has ignited hip-hop to make the whole market dry. At present, this circle still seems to be entertaining itself while enviing the commercial value of the foreign hip-hop industry. Many musicians believe that the crux of the problem is that Chinese hip-hop does not have its own stars. This star needs to have a national standard comparable to that of Jay Chou and be able to steadily and continuously produce high-quality works.

"relying on a pop singer is a way to take old money and take shortcuts, which is a common problem in the music industry." Shen Yue, vice president of Modern Sky, does not think that the crux of the problem lies in whether there are stars. The market should work together in all aspects, not only artists, but also music companies, brands, consumers, cultural policies, and even well-known cultural scholars. "this market needs a joint force." He believes that iqiyi's "hip-hop in China" is an effort to enable young people to give full play to themselves within the limits of the current laws and regulations.

Policy risk is a challenge, which stems from some people's misunderstanding of hip-hop. Kong Linqi told reporters that many people's understanding of hip-hop is very dirty. Electronic sound, which has always been unable to develop in China, fell into the ditch because the content was not approved, leaving many companies that do electric sound lost all their money. Not long ago, many Zhihu users left messages saying that they had participated in the auditions for iqiyi's "Hip Hop in China" program, revealing that many contestants had been asked to delete the lyrics.

in any case, since there is a bottom of 200 million, and the opportunity has already started with the risk, it is better to freestyle first.

Edit: jessica