Chapter 281: Past and Future (13)

Gu Lianxiang thought that he somewhat understood what Yu Youjia meant. Pen % fun % Pavilion www.biquge.info

An artist is a special commodity, and Chenxing is a somewhat special artist in his heart, but he is unwilling to take the road that a "commodity" should take, and is unwilling to be created, sought after, and treated like a commodity.

Even if Chenxing wanted to go to the top of the pyramid, he would never want to be a special commodity.

treats such artists, and cannot be measured by the standards of most artists who are 100% willing to treat themselves as commodities.

Artists who can run their own businesses have a certain business acumen, know how to make good use of their star halo, and can clearly realize that they themselves are the biggest capital of their business.

This is determined by the peculiarities of this industry. Running oneself like a commodity is not something to be ashamed of, and in modern society, it is a compliment to say that an artist has business acumen. Almost everyone has this common sense, artists and their careers are closely linked, and if they manage themselves well, they will also manage their own careers. Seeing oneself as a special commodity is not a matter of not treating oneself as a human being, but as a clearer description and metaphor in business. The term "special commodity" is not derogatory.

In this era when commercialization has become the mainstream and trend, the special commodity of artists is increasingly characterized by assembly line operations of mass manufacturing. For example, the emergence of a large number of talent shows in recent years has given birth to a large number of identical young artists who cannot be digested and absorbed by the market.

In this case, even pure literary journals began to be forced to consider the market effect, and the degree of objectification and instrumentalization of people became more serious, and people had a certain commodity attribute and this attribute was further emphasized and highlighted.

In the entertainment industry, artists can't avoid this trend. In this world of glitz and shadow, the merchandise value of artists will only be catalyzed even more.

Artists who cannot become commodities mean that they have no market value. Artists who can't make goods are hardly considered artists.

Chenxing is the kind of stubborn guy who doesn't want to make commodities and hasn't given up his artist ideals and can't follow the trend.

That's probably the biggest feature of this guy.

But Gu Lian regarded this as his most fatal flaw.

Yu Youjia wanted Gu Lian to see the limitations of his gaze, and then he could calmly consider whether Chenxing's own advantages really couldn't gain a foothold in the market? There are no absolutes. Gu Lian understands this truth very well, it is not that there is absolutely no market for artists like Chenxing, but in the current society, his character makes him lack the opportunity to show, and no one knows him without showing, what is the market or not?

In fact, the most professional and top company in the circle that exaggerates and hypes these methods is Huayue. Whether it is its artists or the film and television works produced, it is often accompanied by a large number of long-term hype news. Yu Youjia couldn't be clearer about Huayue's situation.

After Yu Zhicheng began to participate in the management of Huayue, he majored in media and played that set of communication methods very skillfully, and when it came to all kinds of overwhelming hype, the first thing people thought of was Huayue. The commercial films produced by Huayue all mean that a large number of news is being hyped and anti-hype, the front page of entertainment every once in a while, and the overwhelming street advertisements, including the actors and artists who participated in the movie, are not immune, and mutual hype and cross-influence to expand the communication effect have become a consistent way for Huayue film to be promoted.

Regarding Huayue's approach, Yu Youjia not only saw the unprecedented effect, but also had his own ideas.

"Before Huayue prepared to go public, Runmei once did an artist market research according to Huayue's requirements, mainly for Huayue's artists, to investigate Huayue's value brand and advantages in artist management. In addition, because I was curious and wanted to know what kind of artists the masses needed, I attached another small survey project to this survey, and Huayue did not object, so I also got a more objective data. It's just that this data is of little use to Hua Yue, and it is still lying in my computer. I'm announcing it today, and I'm going to talk about it in general, maybe I can give you a little reference. Yu Youjia said, mainly to inform Gu Lian, "The report document is in my company's computer, if you are interested in the detailed data, I will send it to you another day." ”

Gu Lian pondered about what Yu Youjia said and nodded. Yu Youjia's analysis of the commercial value of artists in the entertainment industry is something that Gu Lian rarely hears, and he has never thought about it so deeply. This remark reminded her of a lot. Regarding that report, it must have been presided over by Yu Youjia himself, and it is a rare internal material, and it is necessary to study and study it afterwards.

Yin Rongyu was a little surprised in his heart, what surprised him was not Yu Youjia's words themselves, but Yu Youjia's apparently well-thought-out thinking about the entire entertainment industry. This guy is not completely uninterested in the entertainment industry. Such careful investigation and research, with a professional attitude to carry out these seemingly impossible to benefit the work, in addition to running the Runmei company, he still has the spare energy to do this, Yin Rongyu believes that he is not just a whim for fun. This title of vice president of Huayue, in a sense, Yu Youjia has done it very seriously.

However, if you take it too seriously, you will inevitably be remembered like a good thing. Yin Rongyu inexplicably felt bad. Thinking of Yu Zhicheng's recent series of actions, he suddenly felt a faint worry. The old man of the Yu family, for what purpose did he put Youjia in the position of vice president of Huayue, was it just out of the need to balance the two brothers Yu Zhicheng and Yu Zhixin? Yu Youjia himself, how much can he perceive the old man's thoughts?

Yu Youjia didn't care what his friends thought, and began to recount the results of the investigation report he led.

"Most ordinary people only have a general understanding of artists, and most of the top artists know some basic information. When asked about their impressions of these stars, they are not particularly clear, but they have a stronger memory of artists who have had more negative reports. The vast majority of people don't care about these stars themselves, and they won't be particularly repulsed, if there are good works compared to movies and television, they will be interested, and the endorsement products will be based on their own consumption habits, and they will not easily change their purchase inertia with the stars. ”

"Even if there are some artists with a good reputation, many people express their appreciation, and when asked if they will become fans, more than 80% of them say no. Among them, among those who said that they would never be star-chasers, they said that it was not worth it to affect their lives and the entertainment industry for a stranger, and there were too many true and false things, and they did not know the true face of celebrities, accounting for more than 60% and 30% respectively. In the questionnaire, I asked the respondents to list the celebrities they admired, explain the biggest advantages of these celebrities to attract them, and then combine these advantages, and then ask if the stars who concentrate these advantages appear, will they pay attention? The vast majority of people said they would, and then agreed to be fans and the option to wait and see, but not exclude, more than 50 percent combined. In the eyes of the audience, the most important thing for an artist is still his works, better works, other side hustles such as catwalks, shooting advertisements, and going in and out of social places are just superficial hype in the eyes of the audience, and only stars with this kind of thing will look at it ridiculously at most, and they will despise it in their hearts. ”

When asked about his overall opinion of today's celebrities, among the few words provided by the questionnaire, hypocrisy, utilitarian, and impetuous, were the most chosen words. What do you think? This is the opposite of the self-boasting image of many celebrities, right? The use of exaggerated methods to boast about expanding the market has also caused more and more doubts and denials in the entire market about the artist's own professional ethics. Because everyone lies and fabricates water, the success that this method can bring is becoming more and more limited, and the more so, the more people will take risks, adopt more drastic tactics and even hype to win attention. It's like drinking a donkey to quench your thirst, a vicious circle. ”

However, when asked whether a high-quality and powerful artist who does not hype, does not rely on brokerage companies, does not please the media, adheres to principles and does not participate in any unspoken rules, can succeed in his career, the answer of the vast majority of people is no, which comes from pessimism about this social atmosphere. There are also quite a few who believe that they can achieve some success, but it will not be easy. When asked if you could do your best to support this artist if you found out, more than 60 percent of people said yes, and more than 20 percent said that if they really felt talented and liked it, they would. The support channel is to buy his works, buy genuine albums with albums, go to the theater to watch movies with movies, watch TV or buy DVDs when there are TV works, participate in concerts and other activities nearby, go online every once in a while to care about the news of this star, buy related media access magazines, etc. ”

Yu Youjia's eyes stared at Gu Lian, who was enlightened, "What does this mean?" Where is the market demand for artists? Who has the final say? Big company? Media? The artist himself? Of course not. ”

Yu Youjia said his answer.

"I believe that the answer to what the market needs can only be found in the market. The views and wishes of a considerable number of ordinary people on celebrities reflected in this survey are the real market demand. The judgments that are conveyed through the processing of biased information through the media do not reflect the real thoughts of these ordinary people. High-quality, independent and talented artists are still the mainstream demand in this industry market. It's just that there are too many obstacles and intermediate processes between the artist and the audience, resulting in the information that both parties see is not equal. Artists have lost their hearts, with hype, blindly pursuing fame and fortune for the purpose, and the real market audience is guided by the media to blindly pursue support or boycott artists ......"

Yin Rongyu raised his hand. (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. )