Source | Tech Planet
Text | Wang Lin
Before its official release, the pre-sale sales of Jay Chou's new album "The Greatest Work" had exceeded 100 million.
Jaw Chou’s fifteenth new album "The Greatest Work" was officially released on QQ Music, Kugou Music, Kuwo Music and Migu Music. As of 12 a.m. on July 15, 1.5 million new purchases have been added in just 12 hours.
Although the album was questioned and there were only 6 new songs out of the 12 songs, Jay Chou once again demonstrated his strong commercial monetization ability. According to statistics from the Digital Album Sales Data website, as of 20:00 on July 15, the album sold more than 5.24 million copies and had sales of over 157 million yuan.
The Chinese music scene, which was filled with Douyin divine songs, was saved by Jay Chou again. The post-80s, post-90s who grew up listening to Jay Chou's songs, and post-00s who have not yet graduated from college are all recharged for Jay Chou. Even the number of people who made a live broadcast reservation on the evening of July 18 exceeded 9 million.
This reminds people of July 16, 19 years ago, more than 50 radio stations in Asia were premiering a song at the same time. More than 800 million people listened to Jay Chou's "In the Name of Father" at the same time. People were crazy in the prelude and indulged in the melody.
After 6 years, the memory of youth is becoming more and more blurred. Jay Chou's lyrics become clearer and clearer, and the business territory is getting bigger and bigger. From the little transparency that was initially ignored by Andy Lau and Zhou Huajian to the "Director Jay Chou" who is now worth 1 billion yuan, how did Jay Chou do it?
Top singer is the foundation
Since its debut in 2000, Jay Chou has released 15 albums, nominated for the Golden Melody Awards 50 times, and won 15 Golden Melody Awards. He is the top star in the Chinese music scene so far. With his varied music style, unique singing style and proud talent, he has become "the madman of generations and the king of music."
Even though he has not released albums for 6 years, in the 2021 China Hottest Songs List released by Apple Music, Jay Chou has won 54 seats in the top 100 songs, and still occupies half of the music scene.
In Jay Chou's lyrics, you can hear humble confession, and you can also feel the strong, hot, but without the courage to express it in a straightforward way.
These songs have created Jay Chou’s current status in the music scene, and the copyright of the songs has also brought Jay Chou a generous income. In 2007, after ending its eight-year cooperation with Alfa, Jay Chou established his own business and established Jewell Music Co., Ltd., and all the copyrights of his songs belong to this company.
2000 After the Chinese music scene ten years of fighting with gods in 2010, more and more people began to "nostalgia". After the baptism of time, the value of classic works became increasingly higher and higher. In 2015, Jewell authorized NetEase Cloud for the first time, with the authorization fee of 8.7 million yuan, and in the third year it increased to 18.18 million yuan, more than doubled.
In the copyright war between Tencent and Alibaba in 2018, Tencent's TME Group won the exclusive copyright of all Jay Chou's songs for a price of up to 570 million yuan.
I don’t know that Jayne is expensive, and now the capital is charged. On QQ Music, Kugou Music and other APPs, Jay Chou’s songs are marked with VIP, and non-paying users can only listen to them for 60 seconds. To listen to or download in full, recharge and activate Green Diamond membership. These will bring revenue to the platform and Jay Chou.
Jay Chou once joked to fans at a concert, "I have written 12 songs for the new album to be launched, just listen to it, you don't have to buy it, because I don't make money by making money from this."
But it is undeniable that the identity of a top male singer in Chinese pop music is the IP foundation for Jay Chou to have strong business capabilities.
Super IP is the backbone
Jay Chou has become an IP symbol in today's Chinese music scene. No one can surpass it, and there is huge commercial value behind it.
Jay Chou’s first attempt at IP was to build a trendy brand. In 2006, PHANTAC, jointly established by Jay Chou and his friend Ric, was named after the combination of Fantasy and Phantom.Since its establishment,
PHANTACi has held many conferences on important Nike shoes and collaborated with domestic and foreign artists, and has also planned the "I Can’t Brake" in Taiwan, China.
16 years later, the trendy brand opened branches in Beijing, Taipei, Hong Kong, Singapore, Shanghai, Guangdong and other places, and also opened Tmall flagship stores. The most popular single product sold only 29 per month.
In fact, PHANTACi is a must-see "pilgrimage" place for fans of Jay Chou from all over the world to Taiwan. There are only a small number of sneakers and clothing sold in the store, and most of the rest are "not sold".
The second attempt was music IPization.
In 2014, "You, the Deskmate", sung by Lao Lang, written and composed by Gao Xiaosong, was adapted into a movie, achieving an amazing box office of 455 million yuan. The movie "Gardenia Blossom" adapted from He Jiong's hit single in the second year and directed by him once again achieved a box office of 379 million yuan. The success of these two movies at the box office allowed capital to see a new direction of profit, and the new concept of "music IP" was officially born.
In 2017, Jay Chou started the exploration of commercialization of music IP, and his song "Love in B.C." was finalized, becoming the first music IP animation work in China. In August of the following year, Jay Chou and Fang Wenshan announced their joining Aishang Media. Jay Chou served as the "strongest creative consultant". His songs "Dandelion's Agreement" and "Class 2 of the Third Year" were authorized to adapt and revise film and television.
At the beginning of 2012, Jay Chou also invested more than 30 million yuan to open a "True Love Fantesi" KTV in the mainland, and invested and established Xi'an True Love Services Co., Ltd. in Xi'an True Love Fantesi Catering and Entertainment Co., Ltd. in Xi'an.
In addition, Jay Chou also filmed the variety show "Journey to the Journey", which presents Jay Chou's unique "magic journey" with a classic song, a city, and a story. And the popular "Running" at that time! Compared with "Extreme Challenge", the show's splash is not huge, but it does not prevent Hunan Satellite TV and Zhejiang Satellite TV from competing wildly.
In addition, Jay Chou has also participated in many variety shows such as "The Voice of China" and "This Is Slam Dunk". What is different from most celebrities who are crazy about high-end luxury endorsements is that Jay Chou endorses mostly civilian brands, such as Liang Quanqimei Hand-Take Cake, Emma Electric Bicycle, Youlemei Milk Tea, etc. These endorsements have brought Jay Chou a generous income.
This may be to give back to fans. After all, Jay Chou once said to fans who bought his album: You have nothing, but you are still cheering for my dreams.
But these are enough to make Jay Chou become "Jay Chou".
has become "Jay Chou" from Jay Chou. Business exploration has just begun
Apart from music and basketball, Jay Chou also likes to play games. He is obsessed with e-sports. Even during the filming of "Shocking Demons 2", in order to play "League of Legends" with his friends, he didn't go out for four days.
After playing music and becoming the top Chinese, Jeremy Lin thought he could play CBA by playing basketball, Jay Chou also developed the game into a part of his career.
In 2011, Jay Chou, who had huge amounts of funds, began to enter the investment field. He first invested in the Hong Kong listed company Cultural Communication Group and became a shareholder of its gaming social platform Ucan. The share price of Cultural Communication has fallen from its peak of HK$26 to less than HK$1, but this is considered by industry insiders to be a sign of Jay Chou's transformation from a mature musician to an investor.
After this, Jay Chou began to further expand in the field of games.
In 2015, Jay Chou first announced his cooperation with many former e-sports contestants to build the "Mr.J" team.Later, in order to cooperate with domestic game companies to organize e-sports events, promote the e-sports industry, and at the same time discover outstanding grassroots game players to help these players enter the professional team, Jay Chou spent 18 million to create a "strongest surface" luxury Internet cafe in the luxurious location in Futian District, Shenzhen, covering an area of 1,700 square meters, with event competition areas, live broadcast areas, board game areas and catering water bars.
In April 2016, Jay Chou's e-sports career went further. Jay Chou has invested in China Digital Culture Group, which was granted the exclusive right to use Jay Chou’s portrait and name in the field of e-sports for 6 years.
Jay Chou made music and hoped to make good products. He hoped that everyone could hear good music, so he founded the headphone brand "TiinLab Ear No. 1". In 2016, as the chief creative officer, Jay Chou joined Wanmo as a shareholder and incorporated the headphone brand he founded into the "1MORE Wanmo" headphones.
Jay Chou is likely to own another listed company.
Recently, Superstar Legend Group Co., Ltd. submitted a statement on the Hong Kong Stock Exchange. The prospectus shows that Ma Xinting is the founder and executive director of the company, and holds 27.63% of the shares of Superstar Legend through its wholly-owned company Harmony Culture; Ye Huimei, with founder and non-executive director Yang Junrong, jointly holds 27.63% of the shares of Superstar Legend through its wholly-owned company Legend Key; another founder and non-executive director, Chen Zhong, holds 9.21% of the shares of Superstar Legend through its wholly-owned company Max One.
The above four people have a close relationship with Jay Chou. They are Jay Chou’s business partners for many years, mother, agent, and important employees of the company. They have a combined 64.47% stake in Superstar Legend.
From 2010 to 2020, Jay Chou has "occupied" the top 10 of Forbes' Chinese celebrity list for 10 consecutive years, and of course it is more often the top five. His talent is hard to reach for by ordinary people, and his wealth is proud enough. But compared with the music field, Jay Chou’s business exploration has just begun.
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