Chapter 279: Past and Future (11)

"In today's commercial society, it can be said that artists are a special commodity. Pen, fun, pavilion www. biquge。 info”

Yu Youjia casually put the eraser and pen aside, facing the few listeners, and waved his hand lightly in front of the pyramid.

"From a business point of view, many agencies, including artists, now agree with this view. The commodification of people and instrumentalization is not a phenomenon unique to the entertainment industry, and it is not entirely unreasonable. To a certain extent, if there is a market, there is a commodity, and if an artist is a commodity, then in fact, each artist has his own specific demand market. The people here," Yu Youjia pointed to the pyramid, as if it contained the epitome of the tears and sweat of countless artists who struggled to move upward, experienced countless failures and successes, "Every artist with a style has his own considerable audience, and the number of these people determines the size of his market share." These artists at the top of the pyramid not only have a large number of fans, but also occupy a distinct image in the minds of the public. ”

Yu Youjia stopped at this point, his expression showed a little hesitation, and he looked at everyone as if asking and reminding, "I have a long paragraph below, which should be quite boring." And this is a combination of my personal contact with the current situation of the entertainment industry in Huayue, and my experience in the public relations industry for integrated marketing and commercial promotion work, some of the things that came to mind, have not been verified, just some immature ideas, I don't know if you are interested in continuing to listen? If you feel more tired, then I will directly say the conclusion, and I will not make an axe in front of the 'little senior'. ”

Gu Lian and Chenxing both looked at him blankly, how could they mind what Yu Jiaduo said.

Gu Lian was even a little surprised, this was the first time Yu Youjia mentioned his own thoughts on the acting industry in front of her. The unverified ideas that Yu Youjia said must have been carefully thought about by himself a long time ago, otherwise he would not have said it. Yu Youjia is the vice president of Huayue, and his main job is to run Runmei Public Relations Company, and he rarely asks about Huayue's affairs, and even less talks about things in the entertainment industry with others. In fact, if no one specifically proposes it, ordinary people will not find anything related to him and the entertainment industry from Yu Youjia's conversation.

Even the employees of Huayue Company have the biggest impression of Youjia as a nominal vice president. In the eyes of others, if you don't have real power, you are called a name. But in Youjia's eyes, the scope of work has its own advances and retreats, and not interfering in Huayue's affairs does not mean that he is really occupying this position as a wooden man who does not care, does not look at it, and does not want to balance the internal forces of the enterprise.

Since Yu Youjia has to sit in this position, even if it is an unfamiliar industry that he is not very interested in, he will never allow himself to be blind. He has always been a strong learner, and one of the highly praised things by his business school tutors is that he can absorb and understand all kinds of theoretical knowledge and practical experience like a sponge, and can integrate like water, maintain independence but never stick to any kind of theory or practice, and know how to follow the trend to the greatest extent. Therefore, during his tenure as vice president of Huayue, his study and exploration of this industry was never a "nominal system". After a few years of cold observation, the industries and fields that were no longer familiar to you are no longer a problem for Youjia. He may still not be able to understand many of the technical details involved in film and television shooting, but he has a good grasp of the direction and unique insights of the overall situation of the entire industry.

It is not uncommon to associate artist agency with the correspondence of the commercial market, and there is no industry in the current society that can be discussed without business, but Gu Lian has never heard of such a rational and realistic explanation of combining the two as Yu Youjia. Her understanding of the commerciality of the artist agency industry stems more from the instinctive pursuit and understanding of fame and fortune, and she really can't say what in-depth ideas she can talk about in combination with business knowledge.

However, Gu Lian is sure that Yu Youjia's opinion must be "unique" from others.

In recent years, there have been many courses on the development of thinking and talent management for corporate executives set up by well-known universities and formal training institutions in China, and the CEOs of many leading companies in the domestic industry will be invited to give lectures. This kind of fame and fortune will not be rejected by the bosses of every family. Gu Lian heard Fu Anqin say that Youjia received a lot of such invitations, and the price was higher than the other, but Yu Youjia was never willing to agree, thinking that it was unnecessary.

Today, I was able to listen to Yu Youjia for free combined with his experience in the work experience of two industry executives, and Gu Lian felt that he could really be described as "how lucky". He said that if he could solve the difficult equation between Gu Lian and Chenxing, then he would definitely be able to solve it.

"That's all said and done, shouldn't you suddenly regret it and want to hide your secrets?" Gu Lian stood with his chest crossed, and asked Youjia expectantly.

"I'd love to hear your thoughts, and you've said it, and I value the process." Chenxing nodded at Yu Youjia and cheered.

What Yu Youjia wants to do, there is nothing to do casually. For example, he promised to help Gu Lian with the "big lesson" tonight, that is, he helped very seriously, and took out his own experience of this industry to discuss with everyone.

Yin Rongyu thought that if he didn't finally have the shrewdness of a businessman and knew how to refuse some people's unreasonable demands, he would one day exhaust himself to death. However, in Yin Rongyu's eyes, Yu Youjia's current mentality is tired enough.

But if he hadn't been like this, maybe he wouldn't have lived so well in the first place.

Thinking of this, no matter how much indignation Yin Rongyu has, he can only die down, no matter what he does, he can't help but want to help him.

"You can say it if you want to, I hope your hard work can be worth it." Yin Rongyu glanced at Chenxing, and always felt unhappy, why is this kind of out-of-gas guy worth so many people to worry about him, even Tea Sister and Gu Lian, even Yu Youjia...... I didn't want my resentment to be discovered too obviously by my friends, so I took the teacup that Yu Youjia hadn't touched much in front of him, frowned and looked at it, and the tea was completely cool.

This tea girl is too undutiful!

Pei Yueyue didn't realize it, staring at Yu Youjia intently, her eyes didn't blink, like a good student who listened carefully.

"I'll pour water, lest our teacher Yu lecture be too dry." Yin Rongyu found that Pei Yueyue's contempt was completely ignored, so he angrily went to the water dispenser to pour hot water.

"It's better to be respectful than to obey, then be ready to listen to my tirade. I wish I could tell more interesting and vivid stories. Yu Youjia thanked Yin Rongyu, turned to face Gu Lian and smiled.

"Take a TV drama actor as an example, when it comes to the commercial value and market recognition of this actor, you can judge it from many aspects. salary, grade of filming, level, priority of roles, number of scenes, busy or idle schedule, and what are the ratings of the starring works,...... For different subjects, judging the market value of an actor will be more based on judging the subject's own position. ”

"Agencies are more concerned about whether artists can bring more profits to the company; The TV station judges the value of the actor based on whether the actor's popularity and audience popularity can increase the ratings; In addition to personal factors, the biggest focus of the producer's consideration of the actor is whether the actor can be recognized by the buyer, or even whether it can attract investment; If there is an endorsement, in order to carefully select the star as the spokesperson, the brand company will conduct research on the combination of the product and the star effect of the artist itself. Taking Runmei as an example of choosing a spokesperson for a certain brand, to select a suitable celebrity spokesperson, we must first pay attention to the celebrity's popularity in a positive sense in the market, and the more ordinary people who know the positive image of the star, the proportion of new customers' purchase willingness will also increase. -- For companies that invite celebrity endorsements, these new customers who increase their willingness to buy for the celebrity represent the market value of the celebrity. ”

"There are many aspects to the market value of an artist. In fact, commercial advertising of endorsed goods is a consumption of the star's own value, and the endorsed product and the celebrity themselves are not suitable, which has a negative impact on both parties. Artists are mainly engaged in acting careers. Under normal circumstances, artists should mainly gain the recognition of the audience through their own works, and the harder, more dedicated, and better the artist, should have a larger market. But we all know that this is not the case. The real market of artists and the media information are not so consistent. In a society with developed information, false information can also create a false market, and exaggeration is the norm. ”

"We often see an actor's press release saying how high the ratings of the work he starred in and such and such a work, without specifying the ratings figures, which is the most basic exaggeration. There are also countless publicity techniques of artists who are often crowned with the title of ratings king or ratings queen just because a work has a good response. Why is this kind of pompous style so prevalent in the entertainment industry? Because the current situation of the industry in this circle is like this, 100% false and fake market will not work, but 50% of the truth and 50% of the falsehood are exaggerated through the media, which will make many people believe that the artist really has 100% market value, thereby amplifying the effect of this star, so that the 50% falsehood will become real. More more, less less, the law of the Matthew effect also applies in this circle. Even if the fake market is exaggerated through a certain conversion, it can attract the real market and achieve success. ”

This method is accustomed to in the entertainment industry, and when the agency writes a promotional draft for its own artists, there is basically no one who does not do so. Therefore, there is usually a deviation between the true value of each artist and the value they promote to the outside world. ”

(I was also dissatisfied with the way this part was expressed, and in the end it was the hopeless desire to express that prevailed.) Say what you want to say for the time being, and if you can think of a more feasible way to express it, you should change it later. I will try to add more today. (To be continued.) If you like this work, you are welcome to come to the starting point (qidian.com) to vote for recommendation, monthly pass, your support, is my biggest motivation. )