When Chen Weizhen met “Wolf Disco”.

Editor’s note: This article is from WeChat public account “Music first sound” (ID: Nakedmusic), author 贰叁叁, editor Fan Zhihui, typesetting Anlin.

“The old lady is good to you on weekdays, and my husband has forgotten it.”

At 10 am on October 15th, the rapper gem Gem feat Chen Weiwei version of “The Wolf Disco” was released in QQ music. Chen Wei, who has always been a man of the male figure, has cooperated with the old man to cooperate with a “Divine Comedy”. Around 8 o’clock in the evening, “Wolf Disco Chen Weiwei” search data in QQ music has exploded.

There is also a short MV accompanying the song audio release. In the MV, Chen Weizhen put out the “Tieling POSE” which is inconsistent with the usual image, so that netizens have expressed “top”. At around 9 pm that day, the key words of “Chen Weiyi’s top” also rushed to the fourth place on Weibo.

In a “hahaha”, Chen Weiyi returned to the topic center of the girls who chase the stars with the help of Divine Comedy.

When Chen Weizhen meets “Wolf Disco”

Before the two versions of the feat, “Wolf Disc” has become the undisputed hottest song on the whole network, sweeping online music, short videos and social media platforms.

On the QQ music “hot song list”, the original “Wolf Disco” by Gem Gem has been ranked first for two consecutive weeks, and it has been in the top three for the fifth consecutive week, and it has been occupied for six consecutive weeks. The “Rap List” tops the list, the most recent two rankings have been ranked first.

To some extent, the cooperation between the old man and Chen Weijun has a certain cultural significance. Although the Divine Comedy is usually from the grassroots singer, it often represents the expression of the public’s emotions.

From the cultural aspect of “Wolf Disco”, the song is full of the longing for the pop culture in Hong Kong in the 1990s, and Chen Weijun participated in this song collaboration as a native Hong Kong people. It just happens to make up for the regret of the original emotion of the song with the most authentic and standard Cantonese. The collision of two completely different cultures has also brought a new audiovisual experience to the audience.

On the day of the song’s launch, Chen Weijun’s version of the “Wolf Disco” directly airborne QQ music soared and the new song list champion. As of 3 pm on October 17, the song already has 15.6 million playbacks and more than 6,000 comments on QQ Music.

On the Weibo platform, Chen Weijun has only 1 minute and 38 seconds of “Wolf Disco” “earth flavor” MV has a total of 22.46 million plays, more than 100,000 times of forwarding, nearly 600,000 likes. The Sina micro index also showed that on October 5th, Chen Weijun’s heat index increased by 18 times.

From the Baidu index, the heat of “Wolf Disco” has always been higher than that of Chen Weizhen and Gems Gem itself, and like most of the singer songs, Gem Gem himself has no songs. However, with the release of the two-person feat version, the heat of both sides has been improved and reached a win-win situation.

According to the law of the previous explosions, as the song gradually loses its heat over time, the commercial value of the singer also declines. Under the trend of content explosion on social networks and serious differentiation of user interests, the life cycle of Divine Comedy is gradually shortening. By collaborating with artists such as Chen Weijun who have gathered a group of fixed fans, they have actually continued the life cycle of Divine Comedy.

More importantly, the “Leverage of Divine Comedy” is not just a simple cultural collision or viral marketing. Behind this cooperation, it also implies the potential significance of more market trends.

“Wolf” is the singer, singer down

Take Huachenyu as an example. In 2013, Hua Chenyu, who was debuted in 2010, had a large number of fans. However, in the three years after his debut, “Gaogui Passers” did not recognize his strength as a singer. Especially after participating in the variety show “Flowers and Teenagers”, Hua Chenyu, who was “confusing” in the program and has been taken care of by her sisters, once again suffered a lot of criticism.

Until 2016, Hua Chenyu adapted the Divine Comedy “My Skateboard Shoes” in the Dragon TV of “The Battle of Tianzhu”. For a time, the video was transmitted on Weibo, B Station and other platforms, and most of them were positively evaluated. More around the “good-sounding”, “talent”, “strength” and other keywords.

In addition, the video “My Skateboarding 2016” also made Huachenyu not only out of the circle, but even out of the country. On Youtube, Hua Chenyu’s “My Skateboard Shoes 2016” performed on “The Battle of the Scorpio” has exceeded the playback volume of 33 million. Many overseas bloggers began to release their reaction to watch the music variety scene of Huachenyu.

Although the “Scorpio Wars” did not hold a popular singer, it undoubtedly let the public begin to recognize Hua Chenyu’s musical talent and singing, and his singing career has entered a new stage. The recognition of business abilities has also enabled Hua Chenyu to get rid of the image of the “fantastic music geek” who used to be a fast man. At the beginning of 2018, Hua Chenyu participated in Hunan Satellite TV’s “Singer 2018” and began to gradually develop into “Idol + Strength” singers, and stood firm in the camp of first-line head singers.

When an artist needs an image breakthroughorA new song appears, cover the Divine Comedymaybe It is a sale that only earns no compensation. The magical brainwashing melody, repeated simple lyrics have laid the public foundation for the spread of songs, coupled with the spread of viruses on the Internet, singers only need to “add anotherFire, you can easily push the song twice.

In the current market, although many singers have a group of loyal fans, most singers lack works with popular sings, and the cover chorus is a good solution to this embarrassing situation. Of course, the ability to adapt and the stage effect are also key factors. As far as experience is concerned, it is appropriate to extract the key elements of Divine Comedy without being sloppy, and often win the favor of the public.

For example, Li Yuchun once sang the B-station Divine Comedy “Ordinary Disco”. The song is a “Vocaloid” (synthetic software) song uploaded by the main ilem to the B station on March 21, 2015. It is popular with the second-element virtual song Ji Luo Tianyi and the speech and singing.

On December 31, 2015, Li Yuchun sang the song at the Hunan Satellite TV New Year’s Eve party and was the first famous singer to cover the song. This initiative to break the circle culture has attracted a large number of fans of Li Yuchun to enter the B station to watch the song-related videos, and even brought a lot of “fright” to the original two-dimensional fans.

The video has already exceeded 1.8 million in the B station, and netizens have said that “the wall is broken.” In the barrage, there are a lot of “VC powder” (Vocaloid fans) on Li Yuchun’s “road turning powder”, and there are also many “corn” (Li Yuchun fans) put in the arms of Luo Tianyi, fans of different dimensions began to culturally Communication. Fans from different cultural backgrounds have produced cultural blends. In fact, it is also a prerequisite for the second-yuan culture to enter the public’s vision.

At the same time, 2015 is also a watershed in Li Yuchun’s music career. In 2014, Li Yuchun’s album “I don’t know you will meet you” in 1987 and “Savage Growth” in 2016 have a huge change in style, production and concept. The cover of “Ordinary Disco” New Year’s Eve is also bringing to the public a new understanding of Li Yuchun: innovation, courage to try.

In the past, mainstream record companies have controlled the mainstream media channels and unified information dissemination. And the emergence of the Internet, greatlyChange the path of information transmission, so that every netizen is a part of the influence of music transmission. With the sinking of media channels, the composition of the music market has also changed.

In the context of the gradual sinking of the mass consumer market, the sinking of music consumption is also inevitable. Correspondingly, the appearance of Divine Comedy also represents a certain public demand, not to mention, the “flow” of traffic stars is also looking for a sinking road.

As the saying goes, “Wolf” is the singer, singer down. When the mass “flow” began to gather on the short video platforms of vibrato and fast hands, the artists who are “high on the top” should also move closer to them.

Conclusion

With the reduction in the production threshold of music content and the shortening of the update cycle, the competitive pressure of the current market is undoubtedly unprecedented. In the transition period of the music industry, the channels of the “regular army” singers have gradually narrowed and they have to use the downward channel to exert their strength.

Moreover, this trend is not only domestic, but even abroad. Explosive song singers have come to cooperate with other well-known singers, and the release of a new version of the case has long been common in European and American music scenes.

The most typical case, Lil Nas X, who has become popular with the overseas version of TikTok, has teamed up with Billy Ray Cyrus for his famous song “Old Town Road”, which has been on the Billboard for 19 weeks. Breaking the record of Mariah Carey’s 16-week consecutive championship in 1995, Lil Nas X and the world’s hottest men’s team “Bullet Youth” cap RM “Seoul Town Road” was also released in July.

But from another angle,These mainstream singers choose to “join” the Divine Comedy camp, which seems to be a compromise of “down to traffic”, but also a kind of self and new Market attempts.

In the era of scarce traffic, the relationship between the sinking market and the mainstream market began to occur, which also meant the expansion of market capacity. These cover works, which balance business and art, also reconcile the tension between secular aesthetics and self-expression in some situations.