Distribution.

This is mainly for the artist's output.

For example, the channel where records are sold, how to distribute the goods, and what the channels are on the Internet.

List the records at the major record sales stores, and according to the rebate, let the store put the record in a prominent position, put up posters, etc. Generally speaking, for large companies like S, they have formed their own record sales channels and regularly stock them. With the vigorous development of the Internet, online p3 downloads have also become a new profitable growth diǎn, so the Internet has become a new channel and a new battlefield for major record companies.

Silly Hat Company also realized that in 2002, it co-founded Ananoora, an online entertainment company with Japan's AnanoApan, Osoo Group and A, to seize the opportunity in the online competition.

Promotions.

For the company, it is not only necessary to create high-quality products, but also to inform customers of the excellent quality of the products, and seriously establish the image of the brand in the minds of customers. To achieve this, it is necessary to make clever use of mass communication tools such as advertising, sales promotion and public relations. That is, propaganda in our traditional sense.

Method 1: Advertising.

Participate in various programs of radio and television stations (mainly the three major Korean TV stations BS, B, and SBS) to increase exposure.

The main way for artists to become popular is to be exposed in entertainment media, including making it to the charts. The charts, which are controlled by TV stations, provide a visible yardstick to gauge whether a combination is popular or not. And the more on TV, new songs can be among these lists.

Some believe that these charts are good for singers who regularly appear on TV, and that only a small fraction of Korean charts account for sales and fan votes.

This qiē shows that being on TV is more important than doing anything else.

The most important thing is to appear in 20 or more TV programs of the three major TV companies in Korea, B, BS, and SBS, and sometimes only broadcast singers on several major TV stations.

There are two main types of programs here.

The first is the ballad program.

According to the survey results, Silly Hat Entertainment 、、- SAR, International Music, Music S▽dǐng▽diǎn▽小▽ said, .2≤3.o↘s_ (); Singers affiliated with the top 10 planning companies such as S have appeared in songs such as BS "Music Ban", SBS "Popular Songs", and B "Music Camp" more than 40% of the total number of appearances of all singers.

Among them, the singers affiliated to the Silly Hat Company have appeared the most.

This is followed by entertainment programs.

The more famous ones are "Love Letter", "-An", "Appor", "Night Heart", "Ten Thousand Yuan of Happiness", "Heroine", the sitcom series of TV B, the reversal drama of "Nonsop" SBS, and so on.

Celebrities participating in TV entertainment programs can achieve a win-win situation.

On the one hand, the show has increased its popularity and promoted the record.

Korean entertainment programs are quite mature, and the stars are also quite cooperative, and the natural state allows the public to further understand the personality, character, and specialties of the stars. It was only after I saw Korean entertainment programs that I learned about Korean singers and became interested in them.

On the other hand, TV stations use the popularity of guò artists to increase ratings.

Because of the starring, ANS must watch every issue, so in this way, the audience can be locked. TV stations can cooperate with artists in such a comprehensive way, and the most fundamental thing is that they all have marketing concepts and understand that the audience or fans are the foundation of their survival.

Therefore, both in the program setting and the cooperation of stars, we pay attention to the audience's point of view.

By working together, both parties can achieve their own goals. Of course, driven by the interests of both parties, bribery is inevitable. Because bribing high-rated or high-listening TV and radio shows can give unsung geniuses more opportunities to become superstars.

In fact, with the intensification of competition, basically only one in 20 newcomers can succeed in the position, and the company has become necessary to spend money on exposure in order to ensure that the investment is not wasted. In parallel with the bribery, the big entertainment companies gradually took control of the radio programming.

After the disbandment of O, the Silly Hat Company banned the other three team members, and warned the TV station and other media that if they dared to appear, the singers of their own company would never come to the relevant TV stations.

In addition to traditional media, there is an increasing focus on new media.

Various entertainment companies have stepped up the promotion of artists on the Internet. Almost every celebrity has their own personal homepage, where not only the latest official news, but also the artist's own messages, which can be interacted with through the guò network. In addition, it is necessary to put some new songs on the Internet to further expand the scope of publicity.

Method 2: Sales promotion.

Live signings are a particularly good example. Being able to get in close contact with celebrities and get autographs from celebrities is tantamount to a 50% discount in a shopping mall for fans, and its temptation is very great. In addition, the photo of the artist included in the record is also a common promotional method. A well-crafted limited edition record is also a great temptation for loyal fans. Often in limited editions, there will be something that has never been released or is more ** to satisfy the fans**.

Method 3: Public Relations.

You can achieve your goals through public welfare activities and special events, but the main thing is to make good use of the news.

The first two are easier to understand, generally speaking, when a new album is released, there will be an album release, there will be a fan meeting at the end of the year, and a small birthday party will be held on birthdays, sometimes with fans. Some charity performances or donations can establish a good image and leave a good reputation.

At present, these two forms of public relations in China have not been well developed.

Fan meetings are very random, and charity is entirely dependent on the artist's awareness. Apparently not realizing their importance. The most powerful tool in public relations is journalism. It's not just about making good use of existing news, it's about creating it when necessary.

This is not to say that fake news is to be created, but to attract attention through guò actions, so as to achieve the purpose of creating news. For example, spreading scandals and hyping up something. In this diǎn, we must pay great attention to the Internet, because the update speed of online news is the fastest, and many news are the first to break out on the Internet.

Method 4: Participate in the selection of various awards.

This method is unique to this industry. First of all, authoritative awards are a full affirmation of the singer's strength, and these items can increase the audience's attention and ensure popularity. Various entertainment companies also attach great importance to this, and there are many shady ones.

In 2002, almost everyone knew that the myth was going to win the grand prize again, even the BOA. But on that day, Company S told \- and SOAARS: Don't give this award to mythology, to BOA that is developing overseas, so that the local popularity of BOA will not decline, so the final winner became BOA.

Compared with the complex and diverse commercial promotion of Korean stars, our local stars are much more leisurely. On the one hand, the domestic media has not produced such a large number of sophisticated entertainment programs, and on the other hand, entertainment companies have not realized the importance of such entertainment programs.

In Korean entertainment programs, celebrities are often seen with gauze wrapped in their hands, which also shows that Korean stars often rush with one announcement after another, and there is no respite at all. It is this comprehensive propaganda and their tireless hard work that has made them where they are today

Step 4: Recycling the investment in the money printing machine (agency department)

Through the above series of measures, the company has invested a lot of manpower, material and financial resources to create stars. Of course, the cost is also considerable. Before a future superstar becomes famous, the company needs at least $50,000 to promote them, and about $350,000 to expose a person who has been heavily cultivated, and that's just for television. In the end, this money needs to be earned back through guò to make the singer popular.

As with other industrial laws, high costs inevitably mean high returns, and Koreans also gain envy of others when they do not hesitate to spend high operating costs to package their idols. The fourth album "A" of S Company's artist O was a global hit, with sales exceeding 12 million copies.

After entering the Japanese market, Boa released three albums that sold more than 1 million copies. The fourth album officially entered the Chinese market, which included "NA" and "PRAR" sung by Bao'er in Chinese, and is scheduled to sell 200,000 copies.

The idol group TVXQ is also staggering in its ability to make money, spending 350 million won on advertising in the last three months alone, and about 1.4 billion won in advertising expenses alone in the first year of its debut.

Of course, there is no free lunch in the world, and if there is no company dedicated to training, how can there be stars making a lot of money today. So in general, most of the money made by Korean stars is owned by the company.

After the artist is popular, his own value becomes quite large, and when the company has such resources, it is absolutely unwilling to be lonely.

Almost all entertainment companies in South Korea place more emphasis on open source, that is, the development of related products. Fame is a huge intangible asset for entertainment companies, and companies are trying their best to maximize their utility.

For example, various limited editions and revised records are launched every year for fans to buy repeatedly; holding various concerts at home and abroad; Let artists take over all kinds of advertisements and become product spokespersons; take over the filming of Korean idol dramas when possible; to work as a host on a TV station and so on, and of course the income from these activities is the company's big share. As the artist's fame further increases, it can also boost the income of the record. And then form a virtuous circle.

At this point, a complete Korean star-making operation mechanism has been presented.

In terms of comparison in all aspects, China's entertainment industry is lagging behind a lot, and there are many things that we can learn from. After all, this is pop music, and it's the entertainment industry with the most variables. If you want to make a difference in this field, you must constantly update your ideas and keep up with the trend of the times, so that you can lead the trend of the times.

From the perspective of entertainment companies, the renewal of concepts is the primary problem to be solved, and "the aroma of wine is not afraid of deep alleys" is no longer suitable for the fast-food entertainment industry. A full range of borrowing management concepts from other industries such as marketing will bring unexpected benefits to the company.

For artists, there are more places worth reflecting on, their specialization is still very low, and singers are not just singing, and the quality and intensity of their work need to be further improved. (To be continued.) )