On May 2, the launch of iQiyi's "China Hip-hop" with the theme of "Rising! Chinese Hip-hop" was held. Three groups of star producers Wu Yifan, Wilber Pan, Zhang Zhenyue & MC Hotdog gathered around the world Hip-hop forces, Dr. Gong Yu, founder and CEO of iQiyi, Mr. Wang Xiaohui, chief content officer of iQiyi, Mr. Chen Wei, senior vice president of iQiyi, and Mr. Che Che, chief director of the show, and other guests attended.
is China's first large-scale Hip-hop music talent show. "China Has Hip-Hop" focuses on the entertainment and cultural trends of new youth audiences in the future and opens up iQiyi's online and offline resources. This super network comprehensive investment so far has ignited the turmoil of the network comprehensive industry this summer ahead of schedule.
from the niche to the general public, iQIYI has expanded its recruits to ignite the summer file
Hip-hop, which is translated as hip-hop in Chinese. This naturally-loving imported term is no stranger to today's young Chinese. From the initial subculture form to now becoming an important part of mainstream culture, the influence of hip-hop culture among young people has rapidly increased and spread. Today, hip-hop has long since got rid of the inherent impression of the original "niche culture". With its strong sense of musical rhythm, self-evident mental state, energetic life attitude, and unfettered spiritual core, it has become the pursuit of the majority of young people. The classic symbol of entertainment culture and fashion trends. In the context of the times, the launch of iQiyi's "Rip-Hop in China" can be described as the right time, taking advantage of the right time and place.
The joining of the three heavy star producers Wu Yifan, Pan Weibo, Zhang Zhenyue & Hotdog (MC Hotdog) undoubtedly attracted strong fan attention to the show, and the background of the production team of the "Variety Dream Team" of "Rip Hop in China" is also The program quality and ratings have been strongly endorsed in advance: Chen Wei, senior vice president of iQiyi, "Godfather" of the "God of Oudi" series, Che Che, chief director of the "Masked Singer" series, and chief screenwriter of the three seasons of "Running Man" Cen Junyi, Gong Peng, the chief director of "The King of Cross-Border Singers", all joined in. It is understood that "Rip-Hop in China" opened the rapper campus tour covering hundreds of colleges and universities in dozens of cities including Beijing, Shanghai, Guangzhou and Shenzhen on the eve of the press conference, and was warmly welcomed by hundreds of millions of college students. The entire event triggered a matrix of exposures on dozens of video platforms and a wave of clicks on the Internet, instantly making the program popular before it was broadcast.
At present, the main hip-hop audiences in China are showing very distinctive characteristics of youthfulness, with post-80s, post-90s and post-00s becoming the main components. This is not only related to the genes of hip-hop culture, but also an inevitable product of the era of multiculturalism after the reform and opening up. According to the analysis of the Sina Weibo Micro Index, the hotly discussed areas of "hip hop" keywords are mostly distributed in the coastal economically developed areas, such as Beijing, Zhejiang, Jiangsu, and Guangdong. In terms of user age distribution, the proportion of young people aged 19-24 accounted for as high as 43.7%, and those with high spending power aged 25-34 followed closely behind with 24.2%. Analyzing user interests and concerns, we can see that tags such as "food", "celebrity star", "travel", and "entertainment" are the most interesting dimensional hot words for hip-hop audiences.
In the eyes of venomous marketers, hip-hop, which exhibits extremely obvious youthful pan-entertainment characteristics, is undoubtedly the next golden opportunity that must not be missed.
expresses understanding of the "real me" and "hip-hop" positioning in the young Nuggets market
According to a data disclosed by the media, the current hip-hop industry in the United States alone can generate more than tens of billions of dollars in business opportunities, from the foundation of music to a kind An increasingly mainstream lifestyle, the powerful magic of hip-hop at the marketing level is that it has given many brands unprecedented brilliant imagination and unprecedented execution effects. Brand advertisers are surprised to find that hip-hop greatly simplifies the effort and cost they spend to reach and please young people. Brands such as Adidas, Gucci, and Mercedes-Benz have all benefited from it.
As the chief producer of the show Chen Wei explained at the iQiyi conference, "China Has Rip Hop" is not only a music talent show focusing on expressing attitudes, but also a right to express the lifestyle of young people today. Positioning. Use idols that young people like, and use words that belong to young people to tell music stories that belong to young people. Inspiring to create a youth culture, from the form to the content to the spiritual core, everything in "China Rip Hop" was born for being young, and striving for youth. On another level, the sensationalism of music talent shows that have been played for so many yearsWaiting for the old stalks is indeed a bit bored to the audience. Creative, budget and ambitious advertisers may wish to play a fresh and refreshing hip-hop marketing card with iQiyi’s "China Hip Hop" to catch young people. Bright and warm eyes. What's more, this time iQiyi has also created a comprehensive communication matrix to promote the climax of the Chinese "hip-hop" trend. IQiyi and Weibo will conduct joint membership development for the first time. In addition to the dual-platform membership rights, member users can also enjoy numerous benefits such as voting weights for "China Rip Hop", program-related derivatives, and Weibo exclusive skin accessories. . Weibo, Yingke, Sing Bar, Douyin, Broken Music, etc., were opened simultaneously in the official network section of the program, attracting the attention of many young people who love hip-hop. The multi-channel layout is sufficient to provide more dimensional exposure opportunities for cooperative brands.
accurately targets young audiences. The pan-entertainment presentation method is both fun and easy to please. The attitude of showing personality has given the brand a wider brain and creative display space. In addition, iQiyi has been engaged in content entertainment and brand youth in recent years. The success of the globalization strategy, this scarce variety show resource will trigger a new round of fierce competition among advertisers.
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