In the secondary seiyuu industry, spring has never really come.
文 | 万阳
Edit | Cui Weidong
The agent of the second-level seiyuu Jinxian encountered a thing that made her a little panic: Jinxian gave 99 public welfare day “stairs”, and on the second-yuan live platform kilakila, a fundraising live broadcast for children with amblyopia, fans Contact the agent and said that the plan will raise a sum of money into the live broadcast of the public interest, as a gift for the 30th birthday of Jinxian after 3 months.
“It’s a good idea, it’s a trick, because it hasn’t been operated.” Kilakila’s event planner described the status of the agent, because at 10 o’clock in the evening, she received a consultation call from the agent.
In the second-generation seiyuu world, three years of debut, with the “Zhou Zeyi” in the animation “Full-time Master”, the golden string of 850,000 fans of Weibo was just a newcomer. The broker has not operated this kind of widespread. In the entertainment circle, a small amount of fund-raising activities occurred in the secondary seiyuu circle. She nervously wanted to confirm the details of the fundraising in the live broadcast, and whether it could be associated with the 30th birthday of Jin Xian.
“30” and “Secondary” seem to be two less common words, but in fact, in the secondary seiyuu industry focusing on ACGGN (anime, games, online novels) dubbing, head players It is 41-year-old Ajie, 35-year-old Huangpu, 31-year-old Baomu Zhongyang, 30-year-old Shanxin… Their consistent feature is that compared to the second largest batch of 95 and 00 audiences Words are not young. It is this batch of “senior” enthusiasts who have been accompanying the second-generation seiyuu culture since 2003, with the development of “Love with Power”, which promotes the second-generation seiyuu, which looks like a “small-small” industry. It is still not a mature commercialization attempt.
When talking about the commercialization of seiyuu, Japan is a benchmark that cannot be ignored.
Because of the mass base of the second generation of the whole people and the developed game and animation industry, the second-generation seiyuu culture developed into a mature industry that goes hand in hand with the traditional entertainment industry in Japan decades ago, and even established a regulatory function. Industry committee. And in China, the secondary seiyuu industry based on hobbies and Internet development, and the traditional film and television drama dubbing industry are still in a state of chaos. For example, the “Dream Dao” radio drama with over 100 million hits, the two protagonists are the roads and Wei Chao who have no sense of existence in the second dimension. Most of their works are concentrated in film and television dramas; The explosion of the movie “Where is the devil’s coming to the world”, the voice of the popular character, C, is selected from the second-episode network that has never been seen before.
“China’s animation and game industry is not well developed. We don’t often get a second-yuan project.After eating, I still have to get involved in film and television dubbing. In the past two years, the film industry has been sluggish, and many film and voice actors will also be interested in participating in the secondary dubbing. “The seiyuu office, the co-founder of Beidou Penguin, who has produced such outstanding results as “Rom Little Black War” and “100,000 Jokes”, said: “Popular”
In Fujinori’s view, compared with the Japanese seiyuu industry, which has matured, industry management standards, sufficient front-end supply, and newcomers, in China, “Secondary seiyuu” can’t even be called industry.
“You have to say the industry, at least there must be new people coming into the industry, indicating the prospects for development and the carrying capacity of the industry, but you can see that the current second-generation seiyuu is a little known. In the years, there are still dozens or twenty years of entry, but if you are younger, there will be very few voices.”
In addition, an important sign of industrialization is that there should be a clear salary level grading and charging standards, and a Japanese customer of Fujin has once asked him a “soul question” on the issue of fees: “Why I am going to find a seiyuu, and you can find the same seiyuu. The price can be 20 to 30 times different. Do you still have industry standards?”
Teng Xin is hard to understand for Japanese customers – not only because the employers are too focused on the head seiyuu, so they have to rely on very high quotations for primary screening, and recommend more “cheap” The newcomer, also because the industry is too small, but the competition is weakened to the greatest extent. The current head office, including Beidou Penguin, 729 sound studio, sound balloon, leader and crown, everyone is playing together for more than ten years, the old acquaintance of the teacher, this industry is this The group of “old-fashioned” people have been smothered with the rivers and lakes, and they have become the norm.
In the final analysis, the second-generation seiyuu culture entered the country in 2003, and the standardized production was only started in 2011. When the first seiyuu office was formally established, it was all in 2014, and the development was very slow. It is also relatively young, and everyone is thinking about joining hands to get things done. There is no other thing to think about.” Fuji said.
The industry is very new, but most of the leaders who have the right to speak in the industry have already stood up, and they are unfamiliar with the capital and flow styles that come from the wind.
In 2017, driven by the animation game industry, the seiyuu industry seems to have entered a spring, and capital has also carried hot money to the influx. Many firms have received millions to 10 million. The first investment.
But very quickly, the capital discovered that this does not seem to be a group of obedient practitioners who “have short hands”.
They also adhere to the simple content thinking, the controllability is very low, and it does not match the new format of using traffic to create net red. In this regard, another joint of Beidou PenguinThe co-founder Hao Xianghai explained: “Before we became managers, we all did the voice actors for ten years. The commercial thinking is really lacking, and we don’t know much about what the market is now.” However, the threshold of this line is very high, and the fast-moving net red is unlikely to meet the needs of the industry. Capital is too much of a concern.”
This is the truth of the “five-year entry, seven-year-old teacher” passed down from the older generation. Soon, with hundreds of millions of funds cut into the seiyuu market, the instant media that tried to open up their new business model will be wiped out. The transformation of the seiyuu industry from the “old and old-fashioned” foundation and training model is not possible. Since then, no other firm has received a second round of investment.
“Spring has never really come. It’s good to calm down, we need capital, we talked about capital in the early two years, but we are more conservative, and the bubble will be more cautious in the past.”
Overall, the industry is still showing some degree of prosperity. Since 2018, the trials of commercial radio dramas have been successful, and the radio drama “Breaking the Wolf” has not only gained millions in the cat ear fm and the Himalayan fm, but also opened crowdfunding for the production of surrounding packages, with a target amount of 450,000. The enthusiastic fans eventually smashed more than 7.7 million. The largest domestic radio drama platform, Cat Ear FM, is also rushing to this wave of enthusiasm. It has acquired a large number of online IPs on the market, and has reached cooperation with many second-yuan seiyuu firms, preparing to revitalize their content production matrix and promote the scale development of commercial radio dramas. .
Although resisting capital, capital is inevitably wrapped up in this young industry and not young practitioners. Sometimes, when several studios come together to talk about the development of the industry, they also mentioned that they want to follow Go on the trend, do some business consulting, or simply ask a professional manager. However, through the search for “not particularly positive” in Fujinori, the suitable candidate who understands the second-generation circle of the younger age and knows that this group of “old-schoolers” sticks to it has never appeared.
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