Become another
Editor’s note: This article comes from the WeChat public account “Hedgehog Commune” (ID:ciweigongshe).
Author | Shi Can
Edit | Yifan
Behind this success, there is a set of content production process. The topic selection, pre-production, shooting, post-production, content verification…all are indispensable.
Maybe many people have forgotten the media brand of VICE China. VICE was founded in 1994 in Montreal, Canada. It is famous for its focus on youth culture and entered China in 2012. At 0:00 on October 1, 2019, the VICE China team issued an announcement, “Today, the new era environment allows us to make a decision to stop operating the international media brand VICE and its brands.”
This decision is not sudden internally. As early as 2018, they started to discuss switching off the brand and trying a new brand.
People who suddenly learned of the suspension decision are still surprised and sorry for this.
On October 1, 2019, the VICE China team issued an announcement, announcing the suspension of operations
The former VICE China brand leader Meng Jinhui told the Hedgehog Commune (ID: ciweigongshe) that the new cultural environment was an objective factor in their decision to end VICE China. The main reason comes from the brand itself, Can’t carry what we want to do in the local.”
The announcement also wrote: “This is not an end, it is another beginning.”
Two weeks after the original VICE China Public Account was suspended, normal operations resumed. A name called “Diverse Vision” appeared five times in that announcement. It is reported that “Diverse Vision” was established in 2012 and is the behind-the-scenes operation team of VICE China. During the past eight years, it has produced more than 1,000 hours of documentary content, video programs and brand content, and published nearly 30,000 articles. Freshness, forward-looking and inspiring make “Diverse Vision” become one of the most youthful companies in China.
After resuming operations, the “Diverse Vision” team brought a new brand project, takingThe name “BIE something else”.
Its moral is very simple, Meng Jinhui said, “On the basis of the previous, we also want to do something else.”
Meng Jinhui is the co-founder and general manager of “Diverse Vision”. They hope that “BIE Other” is a cross-cultural platform that integrates from the local world into the world, and is more inclusive and self-thinking.
VICE China is just a brand closure, the team settings and content ideas are still there. Video programs and graphics are their core weapons. Over the past decade, they have put the most energy into video and graphics.
In the past two years, they have released a lot of documentaries from the perspective of youth culture, including “Our Wave”, “New Name”, “Only Street Dance”, “Sichuan Trap”, “Touchable” and other works.
VICE China’s documentary “Within Your Hand”, the protagonist is Edison Chen/Photo Source: Internet
These works have their own imprints and characteristics. Among them, Edison Chen is the protagonist of “Within Your Finger”. The documentary was filmed in Los Angeles, Hong Kong, Tianjin, Beijing, Shanghai, and Tokyo. It premiered in 2015 and consists of three episodes, each of which takes about 25 minutes.
According to the Douban data of the film, this film uses Edison Chen’s self-report and interview with friends, as well as the combination of data screens and related scene shots to show the business life of Edison Chen who has withdrawn from the entertainment industry into the tide brand.
In an interview with Global Entertainment, the production team said that Edison Chen is an emotional person, but it is also the simplest and most natural subject he has ever gotten with. “After watching this film, people who like it may like him more, and people who hate him may hate him more.”
Zhihu user @宋雯婷 commented: “I don’t know if Edison Chen will have the opportunity to receive a new movie in the future, and I don’t know if people will use this work as a talk of Yan Yunyan’s life will be a little different. But I thought from the bottom of my heart that Edison Chen and the group he represented were cool. If I had to summarize this kind of coolness in one sentence, I think the most appropriate one was the one that Mingyue once said: there is only one success-according to your own Way to live your life.”
Madi, co-founder and content president of “Diverse Vision”, told The Hedgehog Commune that “At Your Fingertips” was a work produced when “Diverse Vision” just brought VICE to China. They contacted Edison Chen to express the team’s wishesThe way of presentation, the experience of the website is not a substitute for fragmented social platforms. “Meng Jinhui said.” Such a more complete experience is very important to us. We also hope that our audience can more actively discover and find, rather than passively accept fragmented content. “
That is their new journey.