Source: Burning Dimension
Welcome to the WeChat subscription number of “Sina Technology”: techsina
Text | Long Chengfei
Editor | Zhao Common
This season’s “Talk Show” has become the focus of public opinion in almost every issue, and the new issue is no exception.
The “new face” of the seventh issue is “Hello teacher, my name is Student He”, the master of the Top 100 UP at Station B. He has an excellent resume: he has tens of millions of fans, and his video influence directly fuels an A-share market. He has interviewed Apple CEO Cook. For the show, he specially went to practice backflips, and at the end of the opening talk show, there was a hot atmosphere, and he also took his backflip to the hot search.
But the audience didn’t seem to buy it that much. When student He appeared on the stage, half of the barrage of Tencent video was asking “who is he”, and there were also many comments under the official blog “if you don’t want to ask, don’t ask” – if Zhou Xun Naying, who caused controversy in the first issue, was still at the level of a queen, after that He, who also sat in the lead seat, would inevitably bring a gap to the audience.
Internet celebrities are becoming more and more common faces among variety show guests. Li Xueqin and Yoko Ramu, who became popular for the second time in variety shows, have become positive cases for Internet celebrities to enter the entertainment industry.
And the audience’s perception of the “class” of Internet celebrities may still be at the bottom of the contempt chain of “born” in the entertainment industry, even the most entertaining variety shows are no exception.
But whether it is appropriate or not, the increasing number of Internet celebrity faces on variety shows proves that this is a touching “two-way run”: Internet celebrities need variety shows, and variety shows are also calling for Internet celebrities.
celebrity net red, net red star
There are indeed more and more Internet celebrity faces appearing in variety shows and film and television dramas.
Jiang Xiaoguo’s new boyfriend Qi Song in “Twenty Do Not Confused 2” is played by Fei Qiming, the first-generation Internet celebrity on Douyin; the adjutant who reports to her next to Ma Lanxing in “Lonely Walking on the Moon” is a funny short video Internet celebrity. Hoteye Yoko (now changed back to her real name Li Jiaqi); in the recently aired “Chi Dao”, the lead team captain is played by Douyin internet celebrity Broccoli; Liu Yuning, the lead singer of Modern Brothers, who became popular in live broadcasting.
It is not the first time that He appeared in “Talk Show Conference”. Two seasons ago, Li Xueqin successfully came out of the circle with “The End of the Universe is Tieling” and became the “strongest newcomer” in that session.
After entering the entertainment industry, Li Xueqin’s schedule was very full, and the variety show market took turns offering her olive branches, ranging from social life, love observation to comedy competition. Not only did she become the resident MC of “Hello Saturday”, but she stepped down from the stage Later, in “Mao Xuewang”, there will be a small living room, and in the four seasons of spring, summer, autumn and winter, Zhou Zhou will tease the dog, cook, and chat with guests with Mao Buyi.
Many Internet celebrities have enjoyed the attention of “stars” before appearing in shows and TV dramas. Li Jiaqi’s personal website has been updating the picture frequency until September last year, and the number of likes on Yi Mengling’s Weibo comments is also higher than that of many star artists. In the personal cut of “Bilibili Rush Forward”, the broadcast volume of Internet celebrity bloggers such as Xie Anran, Ah Ma Zong, and “Brother Refund” is much higher than that of the men’s and women’s team members who participated in the show.
Since the news of star tax evasion and sky-high remuneration has been frequently exposed, the public’s view of the entertainment industry has been raised. Artists who are high above and advertising machines are no longer easy to be favored. They strive to become fresh and grounded, and become At present, celebrities need to rack their brains in the management of character design.
Du Mou (ID: DomoreDumou) once mentioned in previous articles that the new generation of Xiaohua pays great attention to managing their own social media accounts. Ju Jingyi’s makeup template is the fashion vane of beauty online celebrities, Yang Chaoyue has become a photo template, Lin Yun shares her medical and beauty experience in Xiaohongshu, Ouyang Nana has made a vlog a label, and she will also participate in the event because of the makeup. Out of the circle, invite a makeup artist to record a makeup video.
Male artists have not given up chasing the trend of the Internet. Wang Hedi, who has been promoted to traffic because of “The Secret of the Orchid”, will use funny filters to shoot “basketball transitions” according to the requirements of netizens. When the “Lightsaber Challenge” exploded, Luo Yunxi, Male stars such as Lee Seung-hyun also released videos with TAG.
The wave of short videos is sweeping the Internet, and almost all marketing content must consider the aesthetics and habits of short video audiences. The Internet celebrity who knows this well and is in the comfort zone meets the star who is walking down the cloud, and the boundaries between the two naturally become more and more blurred.
Internet celebrities on variety shows, and then what?
Not all Internet celebrities who appear on variety shows are recognized and applauded by the public.
There is a saying that the TV lens is the “mirror mirror” of Internet celebrities. The first generation of Internet celebrities became popular on the Internet with Renren’s photos and photos. They found a good angle of the lens and photos that can be post-processed, which brought too much “uncertainty”, and the audience gradually understood the beauty filter and PS. “Powerful”, the TV lens has become the only criterion for testing the appearance of Internet celebrities.
When the Douban goddess Nan Sheng and Wuhan University’s school flower Huang Cancan appeared on variety shows, the biggest public opinion was that they “deceived” and “seemed to die”. Feng Timo, the first sister of Douyu, appeared in “Happy Camp”, and she was most criticized for being too short, especially compared with the same guest Di Ali Gerba who was standing next to her at the time, her sense of presence plummeted.
Programs with more professional attributes are more likely to be despised by the public as Internet celebrities. When Feng Timo and Lao Fan next door appeared on the “Masked Singer Guess Guess” and “Singer”, there was a lot of doubt in the public opinion field.
What kind of internet celebrity is suitable for variety shows? This itself is related to the factors of both the type of Internet celebrity and the type of variety show.
It is difficult for audiences to change the stereotype of Internet celebrities in the short term, but if the label of “Internet celebrity” is not obvious, it may bypass the doubts of public opinion. Luo Xiang has also appeared in the “Tucao Conference”, but the audience’s first impression of him may not be “the top 100 UP masters of station B”, but law professors and “intellectuals”.
The best adaptation secret is “specialization in the surgery industry”. The content attributes displayed by the program itself and the professional attributes of Internet celebrities are more likely to be praised. A more obvious example is La Hongsang, who was scolded for the hot search in “Talk Show 5”. Her video content at station B is mainly life videos, and she participated in the intergenerational social reality show “Summer of the Roof” at station B. It seemed quite comfortable.
La Hongsang “Summer of the Eaves”If Internet celebrities try to cater to the tonality of the show, the opposition of public opinion will also weaken. The 101-series draft focuses on the portrayal of group portraits. Internet celebrities such as Lin Xiaozhai, Han Peiquan, Aikreli, Zhang Xinyao, etc. appearing in the show are all practicing hard, and the final stage performance is basically not for trainee-born contestants. hold back.
With his own strength, I am afraid it is the best ticket for Internet celebrities to enter variety shows. Li Xueqin showed her text writing ability and sense of humor in “Talk Show 3”. Zhang Xingte was also an Internet celebrity singer before participating in “Creation Camp 2021”, but by singing “Never Lost Love” on the show, Gained a lot of popularity and entered the TOP20 of the finals all the way.
If the professional skills are not outstanding enough, then like Brother Giao participating in “New Rap in China”, as an adjustment in the show, it can also make the audience laugh, and like La Hongsang knocking out the deer to advance, it is easy to cause large-scale criticism from netizens.
But in general, the effect of Internet celebrities on variety shows is not known until they take the first step. Entering a show can be a turning point in changing your career. To take a step back, there is also a comfort zone that you can return to after hitting a wall. For Internet celebrities whose career is to get traffic, it is always a cost-effective option to go to a show.
“Good wind” blows to net red
In 2019, the domestic top fashion magazine “Jia Ren” launched a cover of “Fantastic”. The protagonist of the filming is not a big star, but an anchor net red with millions of fans.
The driving force behind making them appear on the cover of the magazine is the short video live broadcast platform “Volcano Video”. The platform sends Internet celebrities on the cover of magazines, which is similar to the logic of sending Internet celebrities to variety shows—supporting the anchors to get out of their original circles.
The professional characteristics of Internet celebrities determine that they are calling for higher popularity, and appearing on variety shows is the best way for them to break through the original circle and gain attention from the wider public. The fast-changing Internet makes it difficult for any Internet celebrity to maintain a long and stable career life. The star-studded and flowery entertainment industry is a platform worthy of “betting”.
In the first stage of “Youth With You 2”, Lin Xiaozhai once explained the reason for “starting over” to the camera: “The vitality of Internet celebrities is very fragile, I don’t know when people will stop paying attention to me Look at me, don’t like me anymore, so I wish I had more skills.”
At that time, the entertainment industry was at the end of the traffic era. The popular variety show market launched the National Taiwan Comprehensive and Super Network Comprehensive. This also leads to an unequal power relationship between internet celebrities and the variety show stage: “appearing in variety shows” itself is a recognition of the popularity of internet celebrities, but internet celebrities in variety shows do not need to exist, it is easier It is popular traffic that attracts attention and attracts viewers.
However, this unequal relationship has been quietly reversed in recent years: Internet celebrities no longer regard appearing in variety shows as a necessary path for honor and advancement. Variety shows that used to be high are also “putting down their stature” and handing out invitations. After all, it has become a trend to reduce costs and increase efficiency. Even if the salary of artists has been reduced due to the influence of several salary restrictions, it is generally higher than the appearance cost of Internet celebrities.
On the other hand, net reds from grassroots will be less disciplined by the potential provisions of the entertainment industry, and it will be easier to show a fresh side in the show, thus bringing bright spots to the plot trend of the show itself. In last year’s “Creation Camp 2021”, Han Peiquan, a former Internet celebrity, became popular with a few reaction shots, adding a lot of drama to this draft.
The popularity of short videos and the intensification of circles have led to a decline in the dominance of variety shows in the entertainment content market. Instead, Internet celebrities in certain circles are required to appear on the show, breaking the barriers between circles and attracting more people. Lots of traffic. Guests from “Tucao Conference” from various fields have repeatedly proved the necessity of “breaking the circle”. At the same time, the stratified nature of the variety show itself has been strengthened, and it is easier for Internet celebrities in the circle to enter the show as professionals. Last year, Youku’s variety show “This! It’s the Trend”, and invited the leading e-commerce anchor Li Jiaqi.
The types of influencers themselves have also broadened. In addition to the show hosts and short video experts who rely on their looks, there are also hard-core knowledge bloggers among internet celebrities who have entered variety shows, and such internet celebrities are rarely affected by factors such as the decline in their appearance with age. , career life has also been extended, and “going to the entertainment industry” is no longer the only path.
He, who appeared on the “Talk Show Conference” this time, is also the owner of a startup company in addition to being an UP master. He also said bluntly in an interview with “Entertainment”: “Anyway, I feel that I don’t work very hard to break into the entertainment industry. , I probably won’t participate in new variety shows again this year.”
The audience’s views on the variety shows on Internet celebrities may not change in the short term. But the internet celebrities you follow will definitely appear more and more in variety shows.
(Disclaimer: This article only represents the author’s point of view and does not represent the position of Sina.com.)
This article is reproduced from: https://finance.sina.com.cn/tech/csj/2022-10-17/doc-imqqsmrp2899939.shtml
This site is for inclusion only, and the copyright belongs to the original author.