There are countless powders in three months! Summer of the Band： Past, Present and Future

　　Summer of the Band is a hit. In the three months since the program was broadcast, 70,000 netizens rushed into Douban and scored 8.7 points for it. Baidu’s search index peaked at over 845,000, which was basically the highest among variety shows in the first half of the year. In the first 11 issues of the program, a total of 233 hot search lists were occupied in the whole network; It also produced more than 14,000 media reports … … All these data show that in this summer, the bands conquered the audience with musicality and personal charm.

　　Summer of the Band really ignited this "summer". Recently, the producer Ma Dong, the chief producer Judith Mou, the band representative Shen Lihui, the founder of Modern Sky, and the band representatives attended several forums, which let us know more stories before and after the show and the changes brought to too many people.

　　Reveal the past

　　Xu’s two "soul tortures" won Shen Lihui.

　　A year ago, Ma Dong and Judith Mou approached Shen Lihui, the founder of Modern Sky, and said that they wanted to make a variety show of bands and invited the signing bands of Modern Sky to participate. At that time, Xu conquered Shen Lihui with two "soul tortures": "First, do you believe in the resources of iQiyi’s S+ level? Second, do you believe in Miwei Media? " The two sides finalized the cooperation within ten minutes. With the help of Shen Lihui, Xu got in touch with music institutions such as Taihe and Street Sound, and by the way, he also settled the broadcasting platform iQiyi.

　　In Summer of the Band, the importance of Shen Lihui and the modern sky is obvious. Among the 31 teams participating in the competition, there are five bands, including New Pants and Painful Yang, which belong to Modern Sky. Half of the top seven programs are from Modern Sky, and New Pants and Painful Yang, the top two of HOT5, both signed contracts with Shen Lihui.

　　When you find Shen Lihui, you actually find the key to the band.

　　Respect works and highlight musicians’ personality.

　　In Ma Dong’s memory, during the recording of the program, "all kinds of accidents happen every day". Comparing the differences between idol programs and band programs, Judith Mou said, "If I do idol programs, I may have more control over myself. However, when doing band programs, we must always remind the planning team to collect some, because the band’s energy is too great, and the musicians are very individual. All we can do is give advice, and every band will communicate when choosing songs. "

　　Chen Hui, the lead singer of the Face Band who participated in the competition, said, "We refused to be on the show before. I met my third brother (bassist Ou Yang) several times, and I felt that we would not be in danger when the time came, but we had integrity. We were actually the last to join the show. " Chen Hui admitted that the reason why he agreed to participate in the competition was moved by Miwei Media. "Summer of the Band completely broke the contents of the reality show, that is, it highlighted the music and showed great respect for the personalities and works of all musicians. This is the best place for the program."

　　Of course, the running-in between the two sides is also skillful. One of the keys is that "80% of our band program directors are girls." Judith Mou said.

　　Chen Hui’s experience is, "A 20-year-old girl tells you, ‘ Tran Huy Nang can’t change another song, this one really can’t stand it ’ . We will change the song immediately. "

　　Reveal the status quo

　　"Do you know how much Peng Lei earns a year?"

　　In China’s music ecological environment, it is a commonplace topic that independent musicians have a hard life. Many people think that the band is in a worse situation. However, when "Summer of the Band" dragged these bands who "cherish integrity and refuse business" to the public, people found that there was a big gap between the real situation and the imagination.

　　"After about three episodes of the program, a girl I haven’t contacted for many years suddenly transferred 10,000 yuan to me on WeChat, ‘ Please be sure to give it to Peng Lei, he is too difficult. ’ I replied, ‘ Do you know how much he earns a year? ’” Peng Lei’s new pants band has signed a contract with Modern Sky for 22 years. "The band has a fixed income to participate in the music festival. Before" Summer of the Band ",New Pants had a performance of 400,000 and admired 450,000." Shen Lihui once posted an account in an interview with Guiquan. "There are 300 music festivals in China a year, and (the band) sings 20 times, with an annual income of nearly 10 million; Livehouse, which is divided into box offices, plays 50 performances a year. If a ticket costs 200 yuan per game, 1,000 spectators will be 200,000. " After taking part in the program, the appearance fee of mourning did not go up, but New Pants probably went up by 12%. Shen Lihui believes that these two bands have already started from a very high level. The most direct change brought to New Pants by participating in the program is the increase in the number of fans. Halfway through the show, the new pants band was 880 thousand short of millions of fans. By the end of the show, their fans had exceeded 1.15 million.

　　In Judith Mou’s words, New Pants went to the show with admiration, "It is most important that they have fun". In the "summer", I am afraid that young bands like Hedgehog Band, penicillin, click#15, Fruit VC and Jiulian Zhenren who have been suffering for many years have benefited the most.

　　Although fruity VC was eliminated in the first round, lead singer Liu Zitao said, "At this time of last year, we had an average of three performances, and this year we have seven, and the number has really improved"; Liu Jin, convener of Indie Works, said that the commercial prices of its branded bands such as Hedgehog and click#15 have increased more than 10 times on the original basis; "Summer" made Mr.Miss’s fame soar geometrically, the number of jobs increased greatly, and his income increased slightly.

　　Variety is moving closer to valuable music.

　　For the faces who are at the top of the band’s food chain like "New Pants", going on the show mainly brings spiritual satisfaction. "Many people saw us and joined us in Weibo, and then they will come wherever we perform. We touched ‘ Summer ’ The light is not only us, but many people listen to the songs of the previous era and even listen to the bands of that era to feel that era because of us. I think this is meaningful. "Chen Hui said.

　　At the same time, Chen Hui also believes that "summer" is stained with the light of the face. "I think the face band may make" Summer of the Band "more upscale." Shen Lihui agrees with this statement of mutual fulfillment. "There is no contradiction between variety and music. Take ourselves as an example, because ‘ Fast man ’ Singing "Miss Dong" gave us a bigger spread point. Later, ‘ Good voice ’ "Nanshan South" was sung again, and the program group wanted to invite Ma Di (the original singer) to sing with the students. As a result, he would not go anyway. "

　　Shen Lihui said, "At least seven or eight variety shows are related to original music this year. When variety shows are leaning towards original music and moving closer to truly valuable music, there are not so many contradictions between the two, which is a general trend. "

　　Questioning the future

　　For the people with the strongest purchasing power or for young people?

　　Why is Summer of the Band popular? Many people think that its success can’t be separated from two reasons. First, it found a good band, and second, it caught the silent middle-aged people. Some people who don’t watch variety shows began to watch variety shows, and some people who don’t listen to rock music began to listen to rock music. However, the latter point may not be consistent with Ma Dong’s idea. "I don’t understand what a circle is. From the perspective of customer service, marketing and market positioning, everything should have this strong awareness — — To serve more people. In our hearts, Miwei has always been a targeted content production organization serving young people, targeting people aged 18-35, that is, the people with the strongest overall purchasing power. "

　　He took Miwei Media’s fist product "Qi Pa Shuo" as an example. "In the first season, our general director was 25 years old, and by the fourth season, he was almost 30 years old. So did the audience who accompanied us all the way down. They were our iron fans. They asked the program to be deeper and more philosophical, but most young people didn’t buy it.

　　"So in the fifth season, we put down these iron powders — — Put their opinions aside. We think we should still serve people aged 20-25. In the first season of Qipa Shuo, they were still watching Happy Camp. At that time, they were 15 years old and were not bothered by love, workplace, relationship with their parents and many social factors at all. By the time they were 20 years old, when he began to worry, the fifth season of Qipa Shuo might help these young people. As a result, the traffic data in the fifth quarter of "Qi Yu Shuo" has more than doubled compared with the fourth quarter. "

　　This strategy will also be used in the second season of Summer of the Band. "Maybe the first season of" Summer of the Band "today touched the memories of many people in their 30s around me. But I said what the goal of the second season is to be younger and let the band resonate with more young people. On this basis, we believe that what really touches people is the content itself, not what you originally called market positioning and direction. "

　　Can it awaken the enthusiasm of middle-aged people for music festivals?

　　Serving young people may be more urgent for the band. "In the past, we never looked at the data, just follow what we like, but we occasionally looked at the data in the last two years." Shen Lihui introduced that strawberry music festival can sell about 1 million tickets offline every year.

　　How old is the strawberry music festival? The data shows that about 80% of the audience at the peak of Strawberry Music Festival are 19 years old, 18-mdash; 20-year-olds account for nearly 80%-90% of the body mass, and about 75% of them are girls. The mainstream audience of MDSK Music Festival dominated by Hip-Hop is younger — — Seventeen years old.

　　"The audience at the festival is really young. Foreign music festivals can see many people aged 40 and 50. China is completely different. When China is 30 and 40 years old, life is completely different. This is a topic we have to think about. " Shen Lihui said.

　　So, did Summer of the Band awaken the middle-aged people’s enthusiasm for music festivals? Shen Lihui replied, "In terms of the number of the whole music festival, there may be a big or small increase. In terms of the ticket sales speed of the music festival, we found that this program will be faster later, but for the whole music festival, there is not such a big change, indicating that many people have not turned into action."

　　Text/Reporter Zuwei Coordinator/Man Yi