Author | Hu Yuanyuan
Editor | Yuan Jiaqi
After the end of the stage, the fate of this season's "Brother" variety show "Break the Thorns" (hereinafter referred to as "Brother 2") has basically settled.
From the first stage Su Youpeng # Red Dragonfly tears collapsed# to the "Suddenly" of the group Zheng Jun , the popularity of "Pi Ge 2" has basically come to an end. Opening a series of social platforms such as B station, Xiaohongshu, , Douyin, , etc., you can find that the audience's enthusiasm for discussing this program is dissipating. Maoyan , Guduo, Lighthouse and other professional data platforms, the popularity of this program can only be floating in the top 5 variety show, which is far from the popularity of "Pige 1" ("Brothers Who Overcome the Thorns"), which was broadcast last year.
Even though its current Douban score (currently 7.4 points) is 0.1 points higher than the original one, the number of people who scored the score is not as good as the first episode of "Talk Show 5".
"Pi Ge 2" is lonely. This is of course closely related to the overall desolate variety show market environment, but at the same time, the audience's aesthetic fatigue of "feeling killing" of , the poor singing skills of brothers, and the lack of outstanding storyline are obviously the key factors that this variety show failed to become popular.
An interesting phenomenon is that although the current popularity of "Pi Ge 2" is not enough, the scene of advertising and investment promotion is full of money still shows the brand's expectations for this program in the early stage.
After the audience became familiar with the routine of the "Grown" talent show in Mango TV, the rumored that they wanted to copy the emotional card " Wang Xinling phenomenon level" also became the target of netizens' complaints. How can I play the variety show "Older Talent"? "Pi Ge 2" also gives some inappropriate demonstrations.
failed in singing and misplaced marketing. "Pi Ge 2" missed the "hot product"
"Pi Ge 2"'s intention to copy the first season is obvious.
From the list of guests of this program, you can get a glimpse of it. "Senior Brother" Chen Xiaochun , Zhang Zhilin returns for the second time, 60-year-old Du Dewei and 57-year-old Wen Zhaolun return on the stage, plus Liu Kaiwei , Lam Feng , Zhou Baihao and others, as well as Su Youpeng from Taiwan who has been famous in the mainland for a long time, Ren Xianqi , Zhang Zhenyue , Pan Weibo , Wu Kequn , Wu Jianhao and others, this season's program team wants to reproduce " Greater Bay Area Brother·Phenomenon" is obvious. According to preliminary statistics, there are only 12 famous mainland artists invited in "Pige 2", and the rest of the contestants are basically contracted by Hong Kong and Taiwan artists and individual "little transparent" artists.
can understand why the program team prefers Hong Kong and Taiwan artists. In addition to the youthful sentiment of their true generation, the professional capabilities of artists in Hong Kong and Taiwan are "higher than those of mainland artists" and have become a popular topic in the market in the past two years. But in contrast, does invite Jin Han, who does not need to "overcome obstacles" in terms of age and development prospects, and does it also go against the program team's intention? has a lot of controversy about the candidates for this "Pige 2".
But fortunately, the reputation of "Pi Ge 2" is still there. Although there are still many problems with the show, the stage design upgrade, the "brothers" are actually fully open to the microphone, and the visual feast are obviously better than other talent shows. This is also the key to his current score of 7.4 points on Douban.
However, these quality flaws are the key to the missed hit "Pi Ge 2". is the first and foremost the singing skills of the "brothers" who are hotly discussed by the audience. Although the program team also invited singers such as Zheng Jun, Ma Di , Renke ( Wutiaoren lead singer), and Wu Kequn, compared with other music talent shows, Vocal in "Pi Ge 2" obviously lacks reserves.Even though there are all-round artists like Su Youpeng and Lam Feng, they have long made "acting" their main business, as they have been struggling in the film and television industry for many years. This also caused the program to have no songs that were popular on the "one public stage".
Even Su Youpeng's group, which won the first place in popularity, did not rely on its singing skills, but on its personal popularity index - a program that should have "music" first, leaving only a "magnificent" stage.
is followed by the "story" of the talent show mentioned by the public. The variety show of the "older" talent show is different from the "cultivation system" of ordinary talent show. A crucial reason why viewers watch "Brother" and "Sisters" talent shows is because of the personal charm that these mature artists have. For example, Ning Jing, Yi Nengjing and others in the first season of the "Sister" variety show, all have topicality and viewability, and the program team has also deeply explored their personal stories with other sisters' characters' relationships.
In "Pige 2", although the program team still retains the "storyline" required for this variety show. But not enough mining is the key to the problem. For example, the two "older" brothers Wen Shaolun and Du Dewei, their personal charm and the "topic effect" that the market wants to see, the program obviously missed. On the stage of the first public, after Du Dewei incorporated the elements of his famous work "The Eighth Pawnshop" into the song, the on-site response was enough to see the problems existing in the program team, "I bet on the wrong treasure."
includes the friendly CP of " Sad Pacific " sung by Richie Jen on the first stage, the friendly CP of Zhuoxi Wu and Rakuten Lam and the "language barrier" problem of Thai contestant Mike. The program team failed to discover more "story lines", which directly lacked the intensity and fun of topics. Compared with the tough guy image of Zhao Wenzhuo in the first season and Lee Seung-hyun's glasses pushing out the circle, there are obviously fewer topics to discuss in this season. The lack of
Vocal and the misalignment of the program's "marketing topic" are the key to the lack of reputation and popularity of "Pi Ge 2". For a stage variety show, "missing topic" unexpectedly passes by "success".
advertising investment supermarket "Sister 3", "Su Youpeng" failed to become the next "Wang Xinling"
An interesting phenomenon is that although the topic of "Pi Ge 2" is less popular than "Sister" and the "Brothers" in the first season, the investment in this season's program is unexpectedly good. has rumors that in addition to the popularity of the first season of the show, the advertising investment promotion of "Pi Ge 2" was also supported by the "Wang Xinling effect" in "Sister 3".
According to incomplete statistics, Currently, there are more than 10 advertising sponsors in "Pige 2" . The advertising types cover food categories such as Jindian, Liangpinpuzi , Dove , and there are also big brands such as JD , China Mobile, Samsung , and there are many advertising brands such as Ding Guier and Heshengyuan in the program. "Pi Ge 2" has a "no shortage of money" from the stage design in the program, and its advertising investment income is also significantly higher than "Sister 3".
It is worth mentioning that "Pi Ge 2" solved the advertising investment problem of "brothers" from the source of advertising investment. In the program, many brands directly cooperate with their brothers to conduct marketing. For example, the sponsor Jin Dian chose Richie Richie, Zheng Jun and Zhang Zhilin to join forces to shoot advertisements in the middle. The patch advertisements represented by Richie Richie Richie's maternal and infant brand Heshengyuan also appeared in the first episode of the program. It can be seen that the brand influence of the program and the commercial value of the brothers are expected to take off again with the program.
But even so, "Pi Ge 2" still failed to have a "Wang Xinling effect" at the content level. It is rumored that the program team benchmarked against the "Su Youpeng's feelings" copied by Wang Xinling's route, and only after the first stage performance, it had a round of popularity.
Review the whole story of the "Wang Xinling's popularity incident", it is not difficult to find that accidents, emotional cards and singing skills are the keys to their second popularity. But in Su Youpeng, although he also has the emotional card and certain singing skills, he has never been related to "becoming popular".
It is not an exaggeration to say "Su Youpeng is the youth of a generation." The public knows Su Youpeng because they have established a "cognition" about it from many film and television dramas such as Little Tigers, "HTM2 Return to the Condor Heroes ", "HTM2 Deep Love in the Rain ", "HTM2 The Legend of the Condor Heroes ".
But over the years, has transformed into a director, served as a mentor in " Creation Camp 2019", and often appeared in major variety shows and evening parties such as " Chinese Restaurant ", which all make it a natural difference from Wang Xinling's "second comeback trajectory".
After all, "natural" cannot beat "artificial design". Su Youpeng's "phenomenal" topic failed to show, and the defeat was that he was not an artist who had "hidden" for a long time. This also once again reflects the program team's "marketing misalignment".
In fact, whether it is the "sister" variety show or the "brother" program in the first season, they can become famous. One of the innate elements is that they are a qualified "song-playing" program. And its qualifications are reflected in the successful stage performances, the "older" artists with their own topics and personal charm, and the program topics that can provide audiences with aftertaste.
From a market perspective, the first proposal of the "age-reversing" talent show program concept also distinguishes it from other talent shows. That is, when all stages in the mainland are putting the spotlight on young artists, Mango TV began to pay attention to those mature artists who have been famous for a long time and have been "missed". Their growth trajectory and the different temperaments exuded by individuals are the key to the success of such programs, and also laid the foundation for the variety show status of Mango TV in the market.
Unfortunately, the innovation of has not been grasped by Mango TV. After " Sisters Riding the Wind and Waves " unexpectedly gained market attention, the series of variety shows and "Brother" variety shows followed closely. Homogeneity of programs and excessive emotional marketing have become common problems in these programs. Does Mango TV also need to reconsider what other memory points can leave to the audience after reconsidering the "feeling filter"?
This year, the Mango TV advertising investment business segment has shown signs of a sharp decline for the first time. At a time when the entire market knows that Mango TV has "variety shows are king and the shortcomings of dramas", Mango variety shows, especially the "age-reversing" talent show that is the leader, also plays a crucial role. What new stories can Mango TV and the "Age Against" talent market bring to the audience? We will wait and see with the audience, and look forward to the market giving a "fresh" answer.
