Step 2: Production of records (production of records, production of records)

Korean artists who emerge from the star-making mechanism generally do not have much personal freedom, and because they are trained by the company at a very young age, their singing style is determined at the time of training according to their personal characteristics, and it is unlikely that they can change it according to personal preferences. Especially when he first debuted, even if he was very talented in writing, he would not release works created by the singer himself. Every song, every look is carefully created by the company according to its development goals.

The production zuò is well-made, incorporating a variety of popular elements.

From the very beginning, Silly Hat has been committed to producing music that is suitable for the entire Asian market and in line with the aspirations of young Asians.

Before packaging and promoting an artist, companies usually take the time to carefully analyze various popular elements such as local basic culture and music, and integrate them into Korean artists, so as to avoid risks as much as possible.

Here I want to prove it from the opposite.

In 04, a Chinese music company released a "2004 Chinese Strongest Original Singing Compilation", in which the Korean version of 13 popular Chinese songs finally surfaced in China. Roughly calculated, in recent years, more than 80 well-known Chinese singers have covered more than 100 Korean songs.

Among them, there are many well-known big stars, Zheng Xiuwen, Zhang Xueyou, Mo Wenwei, Liu Dehao, Xie Tingfeng, Li Ming, Zhao Chuan, Zhang Huimei, Xu Zhi'an, S and a large number of emperors and queens have had close contact with Han Le.

Looking back on Chinese Hong Kong and Taiwan singers, "newcomer + cover Korean music = inevitable popularity" seems to have become an undefeated law. Mainlanders are more original, and only a few singers such as Sun Nan, Sun Le, Na Ying and Chen Lin have had cover singing experience.

It can be seen that K-pop music is already a top-class work in terms of production.

Incorporate local elements.

If a company decides to let an artist enter the Asian market, the first step is to train the language.

For example, when the artists of Silly Hat Company held a concert in Shanghai, the members of "TVXQ" and "Heavenly Zhixi" greeted the audience in Chinese and introduced themselves. The second is to use songs in the local language. It can be a re-cover of the original Korean version of the song, or it can be re-written and composed to release a new song that is suitable for the local area. For example, in order to enter the Chinese market, Myth and Baoer have launched Chinese songs. To □dǐng□diǎn□小□ said, .2≌3.√os_(); In this regard, we have to admire the meticulousness and adequacy of the preparation work of the Koreans.

Step 3: Marketing (Marketing Department, Publicity Department)

All work on packaging promotions is classified as marketing. In fact, in the entire star-making mechanism, the manufacturing process of stars is completely consistent with the process of ordinary products from material selection, processing, finished products, inspection to marketing, trading, and establishing brand effect. And marketing should be the top priority in the whole star-making process. The stupid hat company is also full of tricks in the commercial promotion of this artist.

1. Determine the target consumers.

This process consists of three steps: market segmentation, target market selection, and market positioning.

Market segmentation is the process of dividing a market into different groups of buyers with different needs, characteristics, and behaviors, and therefore different products or marketing mixes. After segmentation, the company selects the target market.

When a market is chosen, the company must also decide what position it wants to achieve in those target markets. Market positioning refers to the arrangement made to give a product a clear, special and desirable position in the minds of the target consumer in relation to the competing product.

In this regard, Korean entertainment companies have done a very good job. Silly hat company before launching each newcomer, will make a detailed plan, such as for Baoer's debut, the company is planning to let her enter the overseas market, first in the Korean domestic market, and then aggressively attack the Japanese market, so far it seems that it has also achieved remarkable results, and then Baoer will enter the Chinese market, which can be seen from her beginning to publish Chinese songs.

Since the dissolution of O O has been focusing on the Chinese market, because O has had a considerable reputation in China before, An Qixuan has entered the Chinese market very smoothly and successfully opened a solo concert in Huaxia. When the company has selected the target market and carried out market positioning, it will increase or improve the ability of the artist in a certain aspect through various means such as guò training to adapt to this positioning. For example, learning a language, etc.

And my country is basically vacant in this step, and most entertainment companies do not make a very detailed plan, and mostly follow the feeling. Therefore, there is more blindness in the packaging of artists, which increases the risk of investment failure.

2. Design the marketing mix.

A set of controllable marketing tactics used to create the desired response in the target market. The classical theory proposes 4 variables, namely the 4P theory: product, pricing, distribution, and promotion.

Let's start with the product.

The products of the entertainment industry are as special as those of media such as television. First of all, the artist is the product of the entertainment company, and secondly, the artist's record is also the company's product. And the sale of records depends on the artists themselves.

Therefore, the artist is the first important product.

First of all, quality comes first, and this problem can be solved through strict training. The best example of this is the fact that artists can improvise or improvise in various entertainment programs in Korea. Its level can be seen.

Secondly, for this product, the company needs to design different routes and package it. For the target market mentioned above, each artist's route is designed according to the market positioning, highlighting the special diǎn to distinguish it from other products.

So many adjectives have become synonymous with entertainers.

For example, sexy is synonymous with Lee Hyori, and because of her success, many female artists are now starting to take the sexy route, and most of them are decided by the company. A few years ago, cuteness was synonymous with ANA, a subsidiary of Silly Hat, because ANA was only 15 years old when she debuted, but this strategy did not have a lot of success.

As a result, Silly Hat Company immediately changed its strategy and incorporated ANA into the women's foursome "Heavenly Chiki" launched last year, which also opened a precedent for debuting as an independent singer and then joining a group.

Judging from the current results, this strategy of the stupid hat company is still correct.

Once the route has been designed, it is necessary to carefully tailor its appearance.

If you are positioned as an idol singer, you have high requirements for your appearance, for example, boys who do not have a height of more than 180 cm are exempted, and all PAS of girls who are not too hard, nose that is not strong enough, eyes that are not big enough, and facial contours that are not good enough are not considered.

And those singers who have already debuted have to keep moving knives on their faces in order to make themselves more perfect. Of course, it doesn't mean that there are no singers with super strength in South Korea who are slightly worse looking, A Entertainment has a lot of such powerful singers, and their local market is also very good, but they have not made a difference in the overseas market.

In addition to appearance, Han Xing's clothing and hairstyle are also very elegant, the company spends a lot of money on packaging, has a special clothing consultant, and has its own beauty room for seniors who have debuted for a long time, specializing in beauty and hairstyle. As a result, Korean stars often set fashion trends and are the object of imitation by teenagers. Attention has been drawn from this aspect, and the well-known Cheng dù of the artist has also been added. In the "Korean Wave" in Malaysia, clothing and hairstyles account for a large proportion.

For the second product - records.

The packaging is the arrangement, the cover poster of the record, the accompanying content, and so on. In order to further explore potential products, S will release a compilation album every winter and summer season, and the title song sung by all the company's artists in the compilation album has become the most anticipated music work by fans during the winter and summer vacations. , the artists are happily playing and playing, showing a happy "S family photo".

In terms of pricing, it is still divided into two parts.

The first is the entertainer.

This is fully reflected in the value of the artist, which is the price when signing with the company. Generally, the value of an artist is determined by his popularity in the market, but this popularity is an afterthought, so the company occupies an advantageous position when signing a contract, so most of them are unequal.

In order to prevent artists from jumping ship when they become popular, Company S has always made it clear when signing contracts with its actors that if an actor violates the contract, he must pay liquidated damages and compensation, and this provision is generally accepted in the Korean entertainment industry. Other companies have adopted this or similar provisions.

However, the amount of liquidated damages and damages for the stupid hat company is huge.

It is even 3-5 times higher than the usual regulations. So it puts a lot of pressure on the actors, and it's almost impossible to change jobs during the signing period.

This is followed by records.

Records are ordinary commodities, so their pricing is done in a general way.

In terms of record revenue sharing, it is worth mentioning that ordinary Korean singers can get 100 won for selling a record, but the group needs to be divided equally, so o only got 20 won (0.16 yuan) per person for selling a record that year, and then reduced to the deducted royalty official tax, leaving only 7 won (5 cents). It can be seen that it is not easy for Korean artists to make money, and they are also "exploited" by their companies.

Of course, the previous company's investment was also huge. (To be continued.) )