Shenhao UP Lord

Chapter 277 It's Hard To Buy With Money

Ding Xu couldn't help but sigh. Nowadays, sending someone you like to debut has become one of the most popular entertainments for contemporary young people?

It's draft season again.Like many young people who watch the draft, I like to have more shots of the players I like, with a better personality and a better appearance, and I can receive business cooperation.

Chatting with friends about who their favorite player is, running around to share their favorite players, voting for votes, and leaving messages of support have become a routine process for many draft audiences.Even if you don't chase stars, it's easy to find that now the audience's voice is getting bigger and bigger, and their sense of presence is getting stronger.

Not just fanatical show fans, today's young people chasing stars have gradually changed from individual star chasing to organized star chasing.

From a one-dimensional view, it becomes a reverse influence, control and evaluation, and decide who is a star and how long to survive.

From a simple consumer to a complex role that determines the value of an idol, sets the price of a product, creates a product, and becomes a product.

Can it be developed into a "contemporary star chasing"?
There is a major characteristic of contemporary youth watching dramas and talent shows. Watching dramas and variety shows is not just about watching, but also has more secondary creations and a greater sense of participation.

This sense of participation comes from the barrage-style connection discussions with other audiences. The slang in the fan circle is a unique language that can make the audience have a strong sense of participation. The audience not only passively watches, but also takes the initiative to recognize relatives. My aunt laughs, my mother loves you, and my daughter-in-law to express my love for idols.

On the one hand, the words used in these fan circles are indeed expressing emotions to the idols we like, and on the other hand, they are also conveying to our fellow friends that we are in the same camp.

Because of its strong partisanship and emotional characteristics, fan circle terms have penetrated into every corner of the Internet.So we can see idols supported by fans make their debut, and it’s like a carnival when a team supported by fans wins a championship.

More than [-]% of fans have bought products endorsed by celebrities, and [-]% have bought peripherals.Clearly or ignorantly, most viewers who have invested in talent shows have accepted such a series of logic, that is, emotion = money = labor = data = traffic = appeal.

In this way, young people prove the commercial value of their idols to brands and brokerage companies, and strive for the best and most resources.

The most direct manifestation of the audience's love for idols is to create commercial income for the idols.From star-chasers to brothers, we are the only ones left. Young people are easily inspired by being needed and consciously and voluntarily share the responsibilities of training with economic companies.

From cultivating idols, you can gain emotional sustenance, the experience of upgrading and growing like a game, and the sense of belonging of the fan community.Even if they don't spend a lot of money, in such an atmosphere, they are very likely to support the players spiritually, vote for free, and repost likes.

If you have been chasing stars for a long time, you will probably experience such a psychological change: in the past, you spent money on albums and posters to make yourself happy, but now you spend some money to help your idols gain more resources.

The idol’s endorsement is awesome = the idol is awesome = I’m awesome!
The idol industry is being linked to commercial value like never before. Brands use numbers to understand artist matching, potential risks, fan quality, and customer acquisition costs, and then determine cooperation partners.

Now, how much money fans spend has become the ultimate measure. The cooperation fee of 200 million in the past has now become "100 million first, and the next 100 million depends on the purchase amount of fans".

The program design allows the audience to vote for the contestants, recruit among the eliminated contestants, and organize fan meetings. The brand provides, in addition to unboxing gifts and improving meals for the contestants, additional photos, vlogs, opening screens, and live broadcasts. , Interstitial Ads, End Shots.

For example, the brand marketing of "Young You 3" includes that the contestant with the highest number of pen-hold videos played within a period of time will finally get the screen-opening exposure right of each app, or calculate the total number based on the indicators comprehensively obtained from Weibo, forwarding and vote data. The top ranked contestants will be rewarded with Easter eggs that appear in the main film of the show.

When they dominate the rankings for a long time, fans can even secure endorsement opportunities for players.As a result, various data lists were formed accordingly, and fans' enthusiasm and right to speak were stimulated, and a sense of participation outside the program came from this.

On a more general psychological level, idols are changing from looking up and creating gods in the past to looking up and being closer to boyfriends, wives, children, and nephews. Young people are more willing to support idols.Reflected in life, it means looking forward to making progress together with the nurturing idol, and in order to be worthy of him, he must work hard.

When the average person watches a program with a microscope, the number of advertisements and footage becomes the most direct indicator of the approval of the program and sponsors.On Weibo and Douban, these two data are often counted, in seconds, to measure the treatment of contestants in various variety shows.

As far as the brand is concerned, since it has become a consensus that its significance lies in providing commercial value, the question is how to present it.

When the half of the show was interrupted indiscriminately by the camera, the female star wiped the products of Weishang on her hands while chanting the podcast with a blank expression, a feeling of being fooled came over her face?

In the eyes of ordinary people, the appearance of disliked players, cheap production, too long time, and contrived performances will all be reasons for fast forwarding.The story line is the fun of talent show variety shows, so when the advertisement can be regarded as an extension and complement to the feature film, and can provide information, it will be welcomed.

After all, consumption is an active mode of relationship building, a process in which people build relationships, and a process in which identity is actively constructed. The relationship between young people, idols and brands is often one that prospers and one loses.

In an ideal situation, fans, programs, brands, and economic companies can form a mutually beneficial relationship.A good brand can enhance the value of an artist, including follow-up film and television resources and stage resources, so fans are also willing to buy it.If the purchasing power of fans is strong enough, the brand will also upgrade the treatment.

The behavior of girls in the fan circle spending more than ten hours squatting outside the recording site to shoot is compared to girls on campus waiting in groups for boys they have a crush on.

What the station sister is waiting for is for the players to slow down, show thumbs up, use princely salutes, or even shout back when they hear the fans shouting.

These distant, romantic and safe plots mean the excitement of running in both directions, allowing fans to confirm the charm of idols, and the most important inner cry: Brother loves us!
Many fans share with each other the experience of chasing idols with the same style, making idol peripherals and selling them in the fan circle of the same fan, so as to establish and consolidate the emotional connection of the same fan support group.

There is even a new genre of black language literature, and through the secondary creation of support groups, super talk, control comments, CP, and official information, common topics are created and connections with like-minded people are made.

You may watch, you may discuss, but your investment is kept within a certain limit.Implement the spirit of happily chasing stars, and through side jobs or hobbies, not only do you find people with the same interests, but some of them even become friends.

Whether it is working hard to cast, rushing to the scene, or organizing calls, talent show variety shows provide young people with an outlet to express their love. In it, you can see the impulsiveness, persistence, seriousness, naivety, and happiness that are almost exclusive to young people.

Who says fans are stupid?
People are just having fun!

(End of this chapter)