Should an expert sign MCN, and how should MCN manage experts? The industry's discussion on this issue has never stopped.
Recently, Douyin million-level expert "Junyan Junyu" said on Weibo that he had broken up with the institution because after she broke up with the company, the company stole her video material. At the same time, the relevant person in charge of the company borrowed money and refused to repay it, and the amount involved reached more than 1 million.
Since the beginning of this year, there have been many disputes between MCN and experts. As both parties to interests, the relationship between MCN institutions and experts is always in a process of mutual achievement and mutual game. How to find a balance point?
million-level internet celebrities accused MCN
July 8, Douyin's million-level expert "Junyan Junyu" released a video on Douyin "Don't want to be threatened, so he can only...".
"Junyan Junyu", real name Tang Lijun (hereinafter referred to as Junjun), is an expert in Douyin drama category, with a total number of fans of 5.58 million. He is a partner with the expert "Chen Fei". He originally belonged to Yanxing Film and Television MCN.
htmlOn July 2, Junjun posted a picture and video on Douyin that the materials for the videos recently were stolen and cannot be updated for the time being. Afterwards, the same-edited chat records were posted on Weibo.
According to the Weibo post by Junjun, the video material was lost on June 29. Previously, Junjun broke up with MCN institutions. The company he had completely controlled had entered the decoration stage and was preparing to move out of the company with his staff on the 29th.
However, according to his Weibo, the office was locked on the day of the move, Junjun himself was not present, and the recent shooting materials were taken away on the grounds of negotiation. On the morning of the 30th, the head of the agency expressed his hope to "talk again".
On July 8, Junjun posted on Weibo that he "would use legal weapons to protect himself", and explained in the comment area that it was not a problem of solo, but was cheated and the amount was not low.
then posted its loan record, including a 1 million transfer record and a 300,000 IOU.
Among them, the 1 million loan IOU has been lost, and 300,000 yuan is kept in the hands of the 1 million debtor, but it has not been handed over to Junjun on the grounds of the base lease. According to the IOU, 1 million yuan was lent in June 2019 and 300,000 yuan was lent in November, totaling 1.3 million yuan, and it was not recovered until June 28, 2020.
Scenes girl asked Yanxing Film and Television about Junjun's matter. The relevant person in charge said that he is still communicating and there will be a formal response after the process is completed.
Where does the contradiction come from?
According to the backstage of Xingtu, Yanxing Film and Television's experts also include Huang Jinhong Ma, Chen Fei@, Cheng Qiyue, etc. Among them, Junjun is the top expert, with two IP accounts, "Junyan Junyu" and "Junjun Junyuan", and the total number of fans of the two accounts exceeds 9.5 million.
This shows that the fuse of the conflict between the two sides was that Junjun wanted to go solo, but the institution did not want to let anyone go. The reason why Junjun wanted to go solo was on the surface because the institution owed money, but the fundamental reason might be the friction with the institution.
The conflicts between experts and MCN have always existed, and it is also a pain point in the industry.
"Actually, this kind of thing is very common."
Junjun incident is no exception, and conflicts and disputes between experts and MCN have always emerged one after another. In the first half of this year alone, there were many disputes between institutional experts, among which the business cooperation conflict between Lin Chen and MCN institutions attracted widespread attention and discussion.
At present, there are two main experts under MCN institutions, one is self-incubation experts and the other is a contracted expert.
Among them, self-incubation experts refer to the signing of an amateur contract, which is operated by the institution from zero to one, and the institution is almost responsible for the operation of the experts; the signing expert refers to those experts with content creation ability and a certain fan base who enters the MCN organization through later signing. The functions undertaken by
MCN include multiple aspects.
Should an expert sign MCN, and how should MCN manage experts? The industry's discussion on this issue has never stopped.
Recently, Douyin million-level expert "Junyan Junyu" said on Weibo that he had broken up with the institution because after she broke up with the company, the company stole her video material. At the same time, the relevant person in charge of the company borrowed money and refused to repay it, and the amount involved reached more than 1 million.
Since the beginning of this year, there have been many disputes between MCN and experts. As both parties to interests, the relationship between MCN institutions and experts is always in a process of mutual achievement and mutual game. How to find a balance point?
million-level internet celebrities accused MCN
July 8, Douyin's million-level expert "Junyan Junyu" released a video on Douyin "Don't want to be threatened, so he can only...".
"Junyan Junyu", real name Tang Lijun (hereinafter referred to as Junjun), is an expert in Douyin drama category, with a total number of fans of 5.58 million. He is a partner with the expert "Chen Fei". He originally belonged to Yanxing Film and Television MCN.
htmlOn July 2, Junjun posted a picture and video on Douyin that the materials for the videos recently were stolen and cannot be updated for the time being. Afterwards, the same-edited chat records were posted on Weibo.
According to the Weibo post by Junjun, the video material was lost on June 29. Previously, Junjun broke up with MCN institutions. The company he had completely controlled had entered the decoration stage and was preparing to move out of the company with his staff on the 29th.
However, according to his Weibo, the office was locked on the day of the move, Junjun himself was not present, and the recent shooting materials were taken away on the grounds of negotiation. On the morning of the 30th, the head of the agency expressed his hope to "talk again".
On July 8, Junjun posted on Weibo that he "would use legal weapons to protect himself", and explained in the comment area that it was not a problem of solo, but was cheated and the amount was not low.
then posted its loan record, including a 1 million transfer record and a 300,000 IOU.
Among them, the 1 million loan IOU has been lost, and 300,000 yuan is kept in the hands of the 1 million debtor, but it has not been handed over to Junjun on the grounds of the base lease. According to the IOU, 1 million yuan was lent in June 2019 and 300,000 yuan was lent in November, totaling 1.3 million yuan, and it was not recovered until June 28, 2020.
Scenes girl asked Yanxing Film and Television about Junjun's matter. The relevant person in charge said that he is still communicating and there will be a formal response after the process is completed.
Where does the contradiction come from?
According to the backstage of Xingtu, Yanxing Film and Television's experts also include Huang Jinhong Ma, Chen Fei@, Cheng Qiyue, etc. Among them, Junjun is the top expert, with two IP accounts, "Junyan Junyu" and "Junjun Junyuan", and the total number of fans of the two accounts exceeds 9.5 million.
This shows that the fuse of the conflict between the two sides was that Junjun wanted to go solo, but the institution did not want to let anyone go. The reason why Junjun wanted to go solo was on the surface because the institution owed money, but the fundamental reason might be the friction with the institution.
The conflicts between experts and MCN have always existed, and it is also a pain point in the industry.
"Actually, this kind of thing is very common."
Junjun incident is no exception, and conflicts and disputes between experts and MCN have always emerged one after another. In the first half of this year alone, there were many disputes between institutional experts, among which the business cooperation conflict between Lin Chen and MCN institutions attracted widespread attention and discussion.
At present, there are two main experts under MCN institutions, one is self-incubation experts and the other is a contracted expert.
Among them, self-incubation experts refer to the signing of an amateur contract, which is operated by the institution from zero to one, and the institution is almost responsible for the operation of the experts; the signing expert refers to those experts with content creation ability and a certain fan base who enters the MCN organization through later signing. The functions undertaken by
MCN include multiple aspects.In terms of
content, a director and filming team is formed; in terms of the growth of experts, operations and traffic support are provided, such as using institutional resources to help experts promote and increase fans, and maintain fan relationships; in terms of monetization, it helps experts attract investment and connect with brand merchants, etc.
newcomers enter the market. With the help of the strength of the organization, they can achieve rapid growth from content to resource monetization; and for experts who already have a certain fan base, they often choose contracted institutions for their own development considerations.
"Either the newcomer has no creative ability, or he has no resources, and encounters bottlenecks... Signing a contract is also to hope to grow up quickly under the leadership of the organization."
came together in the idea of mutual benefit and win-win, but why are tug-of-wars between institutions and experts happening frequently?
1. The profit division is uneven
Currently, the profit distribution method between experts and institutions is divided into two types according to self-incubation experts and contracted experts.
Among them, the share ratio between self-incubator and institution is generally 1:9 or 2:8; the signing expert is based on the cooperation form, and the specific share ratio depends on the influence of the expert.
In 2019, a beauty blogger once accused the institution on Weibo that after the expert signed the contract, the production and fees of the pictures, texts and video content were paid independently by the expert. The institution did not provide any help, but the institution enjoyed 80% of the rights of the expert account.
As a beauty blogger with a total number of fans, his monthly income is less than 3,000 yuan, and it is difficult to survive.
2. Can't get practical help
Previously, Lin Chen had revealed in the video that since signing the contract in 2019, all his video content planning, scripting, shooting and editing work were done by himself, and the agency did not provide any help.
Not only that, the organization also proposed to let experts spend money on promotion, and called it adjusting fans. The traffic and operational support verbally promised before signing the contract has never been realized.
3. Long-term "selling contract"
Nowadays, more and more MCN institutions have begun to follow the example of celebrity brokerage companies. In order to better manage and control their experts' IP, they choose to sign long-term contracts, ranging from three to five years, and the longest reaches even 10 years.
As experts grow and gain popularity, this long-term "selling contract" often causes dissatisfaction among experts.
After breaking up, who is the winner?
"In fact, whether it is incubation or contracting, such things will be a huge loss for the institution." A relevant person in charge of a leading MCN institution said that the energy and resources required for a company to incubate a leading expert are huge.
"Teached hard to incubate from amateurs, and when the mood is in trouble, we will retreat. Then our early investment is wasted."
Even if most of the account IPs are in the hands of institutions, for fans, they are more of the person who likes to follow. Once the person is changed, the original account plan can only be broken and started over again.
At the same time, some contract experts are not very cooperative.
Because the contracted expert has certain content creation capabilities, the contracted agency pays more attention to the operational services and business monetization provided by it, which can easily cause the creative will of MCN and experts to be out of sync.
"Many times experts feel that they have everything done, but in fact they can't see what we do." A MCN agency head said that sometimes experts are too harsh and there are few advertisements that can be achieved in a month. "
Can the expert who successfully terminated the contract win a real victory?
As the reputation and popularity gradually expand, breaking away from MCN and establishing a self-operated portal has become the choice of many top experts.
But in fact, the development of many experts who left MCN was not as expected.
In 2018, " Qijiu Naoye " who attracted millions of fans with the "can't coax the girlfriend series" and Min Jing announced his "breakup". Qijiu Naoye is the IP of Onion Video, a head MCN organization, and Min Jing was an employee of Onion Video at the time.
Because Min Jing was unwilling to sign the contract with Onion, the two sides finally sued the court and broke up in an unhappy way. In the end, Min Jing left Onion, and the heroine in the Qiji Naoye video also changed.
Nowadays, many fans still leave comments saying, "My uncle and Min Jing were still unsatisfied..."
. After leaving the onion, Min Jing developed mediocrely, and the total number of fans is stable at more than 6 million.
In addition, the plot expert who has attracted millions of fans on Douyin with blind date content has been suspended for a year. It is reported that the suspension is due to physical reasons, but there are also reports that it is due to the termination of contract between the same institution.
either the account was taken back by the institution and gradually disappeared from the public eye, or finally the account was obtained back, but the development was mediocre...
It is undeniable that in the competition with the institution, it will inevitably affect the development of the experts themselves, and it is also a consumption of the belief in their fans.
This tug-of-war for both sides undoubtedly ended with mutual harm.
How to solve the pain points?
As both parties of interest, the relationship between MCN institutions and experts is always in the process of mutual achievement and mutual game. How to find a balance point for each other has become a proposition that both parties need to focus on.
"Management is a difficult thing. Sometimes, when you are a human account, you will become more popular after the account becomes bigger. We have also experienced this situation." Lei Binyi, founder of Wuyou Media, said in a speech that MCN institutions cannot have only one head.
"Our experience is that if you only have one head in your hand, then (this head) will definitely be easy to float."
Therefore, he believes that MCN needs to build a pyramid structure and a healthy competition.
At the same time, with the gradual standardization of the live short video industry, the idea of MCN institutions to take the lead also needs to be changed.
's strong share ratio is no longer accepted by the market. Only by ensuring the cost of self-incubation and contract signing, can we truly achieve win-win results by ensuring the cost of self-incubation and contract signing.
In addition, MCN itself also needs to constantly explore and update the model to separate itself from the old and solidified institutional ecology.
"We believe that traditional MCN treats experts as an asset, but we treat experts as our customers."
According to the person in charge of invading Chen Culture in MCN, the current invading Chen Culture adopts the KOL Partner model, treats experts as partners, and provides direct support such as quotation guidance, tax planning, full-case matching, etc.
"According to our internal investigation, the number of orders received by experts after signing us is on average 1.3-1.4 times the number of orders received by individual bloggers before."
Lin Chen said that MCN institutions either do incubate carefully and maintain their own top large output content, or serve experts at the waist and tail. The latter is chosen for the dust-invading culture.
"After all, only 1,000 waists and tails may be the head."
talks about the issue of MCN's dependence on head experts, Lin Chen believes that experts and team complement each other. If an expert is willing to give up the entire team and go solo, it is the management issue of the organization.
Since the beginning of this year, with the continued popularity of live e-commerce, more and more attention and discussions about MCN are paid to the outside world and outside the industry. As an important participant in the industry, the game between MCN and experts has existed for a long time.
But with the maturity of the industry, both the operation of MCN and the growth path of experts are gradually moving towards standardization and maturity.
can win-win cooperation, but only by finding a stable way of cooperation can we go further.
Because Min Jing was unwilling to sign the contract with Onion, the two sides finally sued the court and broke up in an unhappy way. In the end, Min Jing left Onion, and the heroine in the Qiji Naoye video also changed.
Nowadays, many fans still leave comments saying, "My uncle and Min Jing were still unsatisfied..."
. After leaving the onion, Min Jing developed mediocrely, and the total number of fans is stable at more than 6 million.
In addition, the plot expert who has attracted millions of fans on Douyin with blind date content has been suspended for a year. It is reported that the suspension is due to physical reasons, but there are also reports that it is due to the termination of contract between the same institution.
either the account was taken back by the institution and gradually disappeared from the public eye, or finally the account was obtained back, but the development was mediocre...
It is undeniable that in the competition with the institution, it will inevitably affect the development of the experts themselves, and it is also a consumption of the belief in their fans.
This tug-of-war for both sides undoubtedly ended with mutual harm.
How to solve the pain points?
As both parties of interest, the relationship between MCN institutions and experts is always in the process of mutual achievement and mutual game. How to find a balance point for each other has become a proposition that both parties need to focus on.
"Management is a difficult thing. Sometimes, when you are a human account, you will become more popular after the account becomes bigger. We have also experienced this situation." Lei Binyi, founder of Wuyou Media, said in a speech that MCN institutions cannot have only one head.
"Our experience is that if you only have one head in your hand, then (this head) will definitely be easy to float."
Therefore, he believes that MCN needs to build a pyramid structure and a healthy competition.
At the same time, with the gradual standardization of the live short video industry, the idea of MCN institutions to take the lead also needs to be changed.
's strong share ratio is no longer accepted by the market. Only by ensuring the cost of self-incubation and contract signing, can we truly achieve win-win results by ensuring the cost of self-incubation and contract signing.
In addition, MCN itself also needs to constantly explore and update the model to separate itself from the old and solidified institutional ecology.
"We believe that traditional MCN treats experts as an asset, but we treat experts as our customers."
According to the person in charge of invading Chen Culture in MCN, the current invading Chen Culture adopts the KOL Partner model, treats experts as partners, and provides direct support such as quotation guidance, tax planning, full-case matching, etc.
"According to our internal investigation, the number of orders received by experts after signing us is on average 1.3-1.4 times the number of orders received by individual bloggers before."
Lin Chen said that MCN institutions either do incubate carefully and maintain their own top large output content, or serve experts at the waist and tail. The latter is chosen for the dust-invading culture.
"After all, only 1,000 waists and tails may be the head."
talks about the issue of MCN's dependence on head experts, Lin Chen believes that experts and team complement each other. If an expert is willing to give up the entire team and go solo, it is the management issue of the organization.
Since the beginning of this year, with the continued popularity of live e-commerce, more and more attention and discussions about MCN are paid to the outside world and outside the industry. As an important participant in the industry, the game between MCN and experts has existed for a long time.
But with the maturity of the industry, both the operation of MCN and the growth path of experts are gradually moving towards standardization and maturity.
can win-win cooperation, but only by finding a stable way of cooperation can we go further.
