Inside Story Of Star'S Playing In The List: The Data Of Rice Circle Rolls In, Millions Of Moving And Futures Albums Are In Chaos

On August 31, the studio of talent show singer Cai Xukun sent an apology letter on the dispute over the pre-sale of albums, saying that it had failed to fulfill its obligation to inform consumers of the online time of all songs in a significant way in advance.

Prior to that, on April 13, Cai Xukun released the album "fan", which had a sales volume of more than 50 million in less than two hours after it went online. However, as of August 29, only five of the 11 songs of the album had been released, and the "futures album" with a sales volume of over 84 million did not have any song planning. The logic of fan flow behind "selling songs with loans" was not planned, One can't help but wonder how much of it pays for music.

In recent years, around the star hit the list, the works of the sales ranking, derived from the illegal financing of fans to brush the list, rush sales and other chaos. On August 27, the central network information office issued the notice on Further Strengthening the management of "rice circle" chaos, proposing to cancel the list of star artists and optimize and adjust the ranking rules. In recent two days, many platforms have responded. At present, the three classified lists of microblog super phone and the list of dubbing stars have been offline. Tencent and Douban have issued announcements to launch special actions to rectify the "mess in the rice circle".

"The data of the world's bitter list has been for a long time. Chasing stars is originally a happy thing, but the compulsive KPI task like data makes chasing stars lose its original meaning." A 13 year old veteran fan expressed his strong support for the 21st century economic reporter to eliminate the list and other chaos management, "let's return to the original intention of chasing stars."

The power list of the microblog offline once let fans "krypton gold" countless. Visual China

Million "move" fee

In recent years, micro blog has gradually become a gathering place of fans with stars as the core. Fans play lists and brush data for idols to improve business value. Microblog relies on the flow of fans to the platform, and even sets a special list to guide fans to interact, trying to fully tap the economic value of fans from all aspects.

The power list of the microblog offline was once the "krypton gold" of fans, just to promote between different lists, and fans even once had "krypton gold" for ten million.

"Move", which comes from everyday life, has a special meaning in the pink circle. It refers to the promotion of the artist's name from the three power lists of microblog stars, such as moving from the new star list to the mainland list. What is the significance of such a great deal of work? What can you get at the expense of tens of millions?

Xiaozhi, President of a star support association, said in an interview with 21st century economic reporter, "this is just virtual data. I don't think there is anything between the two lists, but it's a matter of face. Especially when there is competition among many companies, moving is undoubtedly a long battle of calculation, organization and mobilization. "

Before that, microblog stars had three power lists: trainee list, new star list and star list. Generally speaking, the artists selected are on the new star list. After the competition, fans will plan to move their idols from this list to the mainland star list. The ranking of the list is determined by reading volume, interaction value, social influence and love value.

Among them, adoration value is completed by fans sending flowers to idols. Previously, the annual fee members of microblog got 5 flowers a month for free, and 3 for ordinary members. This is the new regulation implemented since September 2019 after the microblog was interviewed. Before that, the price of flowers was clearly marked at 2 yuan / flower. And the real love of fans also attracts brands to share a share.

The brand will promote the consumption of fans in the form of "sending flowers" with sales of certain tasks. In July 2018, in the "moving war" between Lin Yanjun and Huang Minghao, the cosmetics brand Elizabeth Arden (hereinafter referred to as Arden) once launched three products with 199-559 yuan, and promised to send 9999 flowers after 10000 sales.

"I don't feel a loss if the sales amount of 1 million yuan is exchanged for the flowers of nearly 40000 yuan for the owner (Arden). The sales volume is given. There is interaction between the fans and the brand, and the fans can also use facial cream to win-win results." Lin Yanjun fans "a bit bored" said that Arden finally sent 9999 flowers twice, which cost a total of 9999 × two × 2 = 39996 yuan, and the consumption of fans is 199 yuan even if calculated by the cheapest single item of 199 yuan × ten thousand × 2 = 3.98 million yuan, the sales volume is 3.98 million yuan after 10 thousand sales twice. The purchase of fans, even if calculated by a quarter, has reached the cost of 1 million yuan, that is, 5000 bottles“ Fans can still afford this amount. "

In total, Lin Junyan's love value was 6.3 million, while Huang Minghao's was 6.46 million. According to the official support association, the total cost of the move was 3.14 million. But Xiaozhi told 21st century economic reporter that the backup Association will not disclose all the expenses“ Don't take it out for 3 million yuan. We can't make such a big move by raising millions. "

She further explained, "when preparing for a move, you should take into account the situation of your home and your home to choose the right time, and strive to hit the target right away, because the monthly data is to be re counted. If it fails, the fans' money will be wasted. The huge investment of both sides even changed the rules of microblog at one stroke. The quota was changed from one quota a month to three, and two people moved successfully in that month. Fans pay so much, and the failure to move is not only a matter of taking off powder, but also the outbreak of mass incidents. "

"A little boring" also said, "the two families spend a lot of money, the final number really surprised me, I am really distressed, only five (Lin Yanjun fans) spend enough for Xiaolin (Lin Yanjun) to buy a house in his favorite Hangzhou."

It's not just fans who get involved, but also stars who are forced to die in person. Zhao Xiaotang, Zeng Keni, Xie keyin and Zhao Yue, who started from "youth with you 2" and "creative camp 2020", have madly sent thousands of microblogs and self-evaluation in the "moving" month. One of Zeng's self comments said, "I feel sick when I see mobile phones.".

"Moving is a matter of face. If everyone else moves in a regiment, do you want to move?" Xiaozhi explained, "in the past, internal entertainment was not like this. It was probably in 2016 that the flow rules from Japan and South Korea swept over, from the idol circle to the whole entertainment circle."

She said that the data group specially responsible for data has basically become a level organization with the support association, and even more powerful. This is the logic of involution to a certain extent. The data will put fans on a high wall, and idols and fans are very tired. They are pushed forward by the data, and only the platform lies and wins. As a member of the circle, it has been hard data for a long time.

Where to go

At the same time, the fan community and micro blog form a symbiotic relationship, and the chaos of rice circle and capital in the coercion is far more than "moving to make a list". In May this year, the event of "pouring milk" in the talent show triggered social outcry. Beijing Radio and television released the "notice on Further Strengthening the management of online variety shows", forbidding "spending money to buy votes" and deliberately guiding and encouraging netizens to take material means such as shopping and membership to vote for contestants; In June, the central cyber information office launched a two-month nationwide special action to rectify the chaos of "Qinglang" and "rice circle".

However, as one of the important reasons for the fans to stay in the microblog, the existence of the fan circle is also inseparable from the secret guidance of the microblog. When the "chaos" is eradicated and the reform is imperative, the original hot search business is difficult to sustain, which will have an impact on a series of indicators directly related to advertising, such as the scale of daily living users, the length of users' retention and use, In addition, star blogger data fraud, zombie powder and other chaos, its single advertising cash business is not optimistic.

According to the financial report, the advertising and marketing revenue of microblog in the second quarter of 2021 is 502.3 million US dollars, a year-on-year increase of 47%. Excluding Alibaba's advertising revenue, it is $462.4 million, up 52% year-on-year, mainly due to the all-round strengthening of advertising demand and the strong and effective execution of the sales team.

In addition, Weibo's value-added service revenue in the second quarter of 2021 was $72.1 million, up 54% from $46.8 million in the same period of last year. This was mainly due to the revenue contribution of interactive entertainment company acquired by the company and consolidated in November 2020, as well as the increase in revenue from online game services.

However, due to the negative impact of Xinguan epidemic on the overall advertising demand side, especially on the demand side in the first half of 2020, the advertising and marketing revenue of new microblog in 2020 is 1.49 billion US dollars, which is 3% lower than that in 2019. Revenue from value-added services was $203.8 million, a decrease of 14% compared with that in 2019, mainly due to the decrease in revenue of live broadcasting business. It is worth noting that this factor is partially offset by the growth trend in member business revenue in the first three quarters of 2020.

In the new round of traffic contention caused by short video, short video platforms such as kuaihuayin have diverted the budget of most advertisers due to their large traffic and long user retention time. In the case of a certain basic advertising market, the competition is more and more fierce. For microblog, which mainly relies on advertising revenue and cannot be regarded as a high-quality platform, its commercialization ability will be hindered.

Music can't escape the flow cycle

After the network information office issued a notice to further strengthen the management of "rice circle" disorder, the music industry also quickly started "self reflection and correction".

On August 28, QQ music immediately cancelled the non works ranking involving star artists, such as popularity list, music peak list and pop-up ranking. Music works such as new songs and albums on the platform were restricted from repeated purchase; The next day, Netease cloud music announced on the official microblog that it would offline the list of all star artists, keep the relevant ranking of music works, and restrict the purchase of all paid digital albums and singles.

Paying for music and works has become an inevitable trend in the future. At the same time, as the water injected into the fans' economy is wrung out, the domestic music market will inevitably falter.

On August 17, Tencent music (TME) released its second quarter financial report in 2021, with a total revenue of 8.01 billion yuan, up 15.5% year-on-year. The growth of revenue was mainly driven by the high growth of online music subscription payment and advertising revenue.

Among them, the income of social entertainment services and other services was 5.058 billion yuan, an increase of 7.4% year-on-year. There were 209 million monthly live users, a year-on-year decrease of 13.3%, a year-on-year decrease of 12.7%, and a monthly arppu of 153.3 yuan, a year-on-year increase of 23%. With the impact of short video and the number of users peaking, the growth of social entertainment, as the main business, is weak, compared with online music.

According to the financial report, the revenue of online music services was 2.95 billion yuan, an increase of 32.8% year-on-year. There were 623 million monthly live users, a year-on-year decrease of 4.3%. The number of paid users reached 66.2 million, with a year-on-year increase of 40.6%. The monthly arppu was 9 yuan, a year-on-year decrease of 3.2%.

In the online music services, the music subscription revenue of Green Diamond members, paid music packages, digital albums and other businesses was 1.79 billion yuan, an increase of 36.3% over the same period of last year. However, the restrictions on the purchase of digital albums are bound to have a downward impact on music subscription income. However, there are also views that the album sales of flow singers should decline, but not necessarily by a large margin.

In 2018, Cai Xukun forwarded more than 100 million microblogs, pushing the "traffic strange circle" to the public's view. Fans can use "star assisted app" to brush traffic by paying: they can forward microblogs and automatically batch forward microblogs without logging in to Sina Weibo client. However, the collapse of "star assisted app" did not end the madness of traffic black market.

Even if the microblog changes the rules in 2019, which changes the "flowers" used to brush the list from direct purchase to giving away with purchase members, this has not restrained the flow of fans. Fans just change from direct purchase of "flowers" to a large number of recharged members to obtain "flowers", and the economic burden of fans' brush flow is not reduced, but increased.

Therefore, even if the purchase of digital albums is limited, the traffic can still be done by registering or purchasing multiple accounts. It is far from difficult or new for the "dataworker" in the traffic field.

The logic of the development of the music industry should be that reasonable user payment can nourish the growth of the platform, and the platform can feed back the creation of musicians. After the wild growth of Internet music in the early stage, the music industry has gradually shifted from free to paid in the past two years.

According to IFPI global music report 2021, China has become the second fastest growing country among the world's top 20 markets in 2020, and maintains its position as the seventh largest record music market in the world. According to the IFPI report, the scale of China's music market has increased largely due to the growth of subscription payment and digital music sales nearly two years ago.

But if it is not for the work itself to pay for, relying on the rice circle to "whitewash the peace", it would be totally different.