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\ The current situation of the spurt development of the network variety market is the increase in user demand for online content. According to the data of the bones, there are 83 variety shows broadcasted on the network platform in 2016, with a total annual volume of 25.7 billion. In 2017, the number of self-produced variety is expected to reach 108, and the online comprehensive program in the first half of the year will reach In the end of June, the number of broadcasts of these programs reached 17.2 billion, accounting for 67% of the total traffic of the network in the last year.
In these online comprehensive programs, music drafts and idols have become more and more popular. The “youth culture†wave of video websites seems to be coming. How to create a fashion and popular “cultural complex†has become a favorite for young people. The ultimate proposition of the audience.
As a smashing net in this year's variety show, the hip-hop wave awakened by "China's hip hop" is still accelerating fermentation under the catalysis of flow and capital. In addition to its video website itself, iQiyi In addition to the technical advantages, the precise positioning of the audience preferences, the creation and layout of the derivative brands of the show are also continuing. Behind the huge influence of the program, Iqiyi started from this vertical music program, deeply explored and developed the layout of the industrial chain behind hip hop music.
Vertical IP builds a commercial map,
IP derivative to create the next goal
In just a few months, from the “nicheâ€, “edge†and “underground†in the traditional line of sight to the mainstream market, the data set in the program “China has hip hop†is also amazing: the program is now ninth. In the period, the total number of broadcasts has reached 1.88 billion. The fourth program has been launched for 40 minutes on the line. The Chinese variety show has the fastest record of breaking 100 million yuan. The seventh episode has been launched for 2 hours and 50 minutes, breaking the record of China's variety show. 200 million records.
Nearly two months after the show went on the line, the official fans of "China's Hip Hop" reached 450,000, and ranked first in the microblogging comprehensive real-time list. Up to now, #ä¸å›½æœ‰å˜»å“ˆ# The number of microblog topics has reached 3.35 billion, and the number of discussions has reached 11.813 million. And continuously ranked top 3 of Vlinkage, Yi En and other major industry data network comprehensive broadcast volume list.
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"China has hip-hop" to open the audience's curiosity with the vertical hip-hop theme that no one dares to do, making this program create an unprecedented scene of music variety. Behind this variety show, iQiyi, who is a producer, is not satisfied with the online exponential growth of traffic clicks, but tries to use deeper angles and actions to deepen the youth cultural map and set off a youthful way. The curtain of the cool culture.
With the increasing audience of hip-hop culture and the influx of capital, this vertical-style self-produced program is not only a successful example of the commercialization of niche culture. Under the catalysis of the great influence of this network variety, iQiyi not only IP derivative development through this explosion brand: registered its own street brand R!CH, and carried out more exploration on the construction of youth culture map.
What can be seen is that no matter whether it is a reality show or a show variety show, when the major video platforms gradually cover all levels and market segments in the content layout, the video website has begun to enter the "road fighting". During the period, with high-quality content and layout as the core, output of large IP and vertical “explosionâ€, it is no longer able to meet the needs of video websites, and the next step of development and operation of IP is ready to go.
The "hip-hop" boom is on the rise.
Offline brand wins
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At the time when the smoke of the big IP and copyright battles gradually cooled down, it also gave birth to the hip-hop culture variety variety "China has hip-hop", the second-yuan variety variety representative "Dimensional Star Plan", the college student field program "College students come" and other vertical variety content The rapid rise. In this state, it is the next priority to create a derivative of the vertical variety for the user.
In the summer of this year, iQiyi launched the “Summer Youth Theme Carnival Seasonâ€. As an entertainment brand that began to be built last year, “Summer Youth†is an entertainment feast that focuses on the IP derivative layout. It is also an exploration to grasp the new trend of young users' entertainment and collide with young users. In this theme event, viewers can participate in online and offline activities in a variety of ways. As an important part of Iqiyi's music creation, "China has hip-hop" also plays an important role in this theme event.
For users and fans, the product activities under the brand interaction brought by “China's Hip Hop†is tantamount to a good opportunity for an offline experience and a new way to support their favorite programs. The linkage gameplay of "China's Hip-Hop" has been reflected in the derivative products such as iQiyi Scream Night, Iqiyi VIP Welfare, Bubble Air Drop Ticketing, Qixiu Live Interactive, and "Scream Night" concert performance.
The iQiyi bubble is a fan entertainment community and a base for interaction between stars and fans. Since the launch of "Hip-Hop in China", it has been a hot topic in the bubble community.
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As of now, #ä¸å›½æœ‰å˜»å“ˆ# topic has 397,000 readings, 44,000 discussion volume. Wu Yifan has 1.43 million fans in the bubble circle, which is the popular king among the producers, and the closely watched HipHopMan also has 1.06 million fans in the bubble circle. Judging from the fan composition of the bubble community "China has hip-hop" circle, young fans are the majority, and they have been unable to hold on to the urge to learn more about and contact them.
In addition to watching the show in a half-screen form through the bubble circle, while confession rapper, Sun Yayi, Xiaobai and other players also responded to the fans' appeal, and the airborne bubble community "Stars Come" section, interacting with fans.
In addition, the players also communicated face-to-face with fans on Qixiu Live, and the popularity broke through records. At the same time, PG One broke the three peaks of the number of single-viewers in Qixiu live broadcast, the total number of viewers in a single game, and the number of gifts received for the first time. VAVA, Jony J, TT and other players also set a number of records in Qixiu Live.
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In addition, the circle master integrated the resurrection player channel portal announcement, while iQiyi integrated the resources in the station, opened up external channels, and set up multiple voting methods to allow fans to fully interact with the program.
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In the concert of the "Screaming Night" Beijing Station in 2017, the rapper players of "China's Hip Hop" proved the charm of hip-hop music and their soaring popularity with their strength. The fans who came to the scene held the lights and sang the sounds. Avid response to the rappers on the stage. The Beijing Station "Scream Night" as the highest amount of network broadcasts, the number of playback on the iQiyi platform reached 55.666 million.
Whether it is a Chinese teacher with five or one gold, or the only female player in the top six, VAVA, the charm of hip-hop music has always been presented on the stage. Finally, 10,000 One King PG One used the same-named song "Magnetic King" to push the "Scream Night" scene to the apex, and the online users also brushed "to the magnetic force of the king". From the real-time list data of the night of Screaming Night, the players of "China's Hip Hop" are very popular, and PG One is rushing into the top three.
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On the other hand, in the VIP canvassing event held yesterday (23rd), six players including Jony J, TT, Huizi, Huang Xu, VAVA, and Xiaobai visited the site and had a close interaction with VIP members. PG One, who couldn't visit the scene, sent a blessing in the form of video. After the performance of Huizi and Huangxu's ticket, a male member rushed to the stage and kicked two hip-hop strongmen. Together with the two players, he came to a freestyle, Jony J and TT. Then the host asked the freestyle to confess to the two female fans.
Whether it is the "Summer Youth Theme Carnival Season" or the new gameplay that opens up the resources of the whole platform, it can be seen that Aiqiyi is taking the lead in using the driving force of hip-hop culture to lead the youth culture wave by opening online and offline products. The gameplay and brand linkage effects make the platform and users feel more possibilities.
The wave of "youth culture" is coming,
How to order "idol platform"?
Throughout the layout movements of the major head network variety, while creating concepts for the program, how to meet the tastes of young users, and customizing the "idol platform" for the audience has become the direction of the network comprehensive program in the youth wave.
"China has hip-hop" to accurately grasp the new user entertainment new trend of experience activities, uphold the younger brand tonality, and constantly innovate more interactive forms, creating a marketing and experience from online to offline, from viewing to experience closed loop. By pooling the platform's high-quality resources, comprehensively upgrading the concept of active gameplay, and using the online answering puzzles to grab the ceremonial, offline experience and player interaction activities, more comprehensive reach of young users. The prize setting and activities that are in close contact with the stars are also very suitable for the entertainment needs of the current 90s and 00s.
Guided by the explosive IP content, the O2O interest stream marketing method is used to continuously increase the driving force of the new gameplay. “China has hip-hop†shows Iqiyi’s powerful “entertainment world†from multiple dimensions, and also perfects the reach of young users. The scene experience has realized the attention marketing of the iQiyi platform for young people.
In the "Iqiyi Art World Conference" in June this year, iQiyi published the corporate vision of "Being a great entertainment company driven by technological innovation." Whether it is to create a brand of summer youth, kiwi music festival, etc., or use the "China has hip hop" explosion of IP-driven VIP benefits, Qixiu live broadcast and other product traffic, this series of actions are indicative of iQiyi no longer Sticking to the promotion and marketing of online products, the specific "platform tags" of video sites are being broken.
On the occasion of the "youth culture" wave, whether it is to build products to precipitate the user experience, or to quickly generate brand value through IP, and then through the brand created to improve the online and offline linkage. Under the IP driving force represented by "China has hip hop", the linkage effect between brands, products and users is enough to transform IP into traffic and gradually build coordination and integrity from content to channel and user interaction. To make the platform content products more abundant. When the concept of youth culture continues to spread in video sites, iQiyi has undoubtedly set a benchmark for the industry.
In the brand layout of iQiyi, no matter whether it is a variety show that has set off a hip-hop trend, this year’s “Summer Youth†series, which was created with the “Chinese Hip-Hop†as the entrance, has quietly emerged in the “Youth Culture†wave. At the same time, from this series of self-owned IP, open and offline and product linkages, it seems that the "idol brand" dispute has been prepared.
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