Behind the chaos of the rice circle: in order to chase the stars, they should help them spend tens of thousands of yuan per month, and even shut themselves down; the drama side and the platform side are afraid to offend them, and they repeatedly give in.
Fans are dissatisfied, the artist team is back, and the management is dominated. Who is the victim?
As a popular culture of the masses, the culture of the rice circle is not only synchronized with the development of the network ecology, but also linked to the economy.
However, at the same time as it flourishes, its voice has been increasingly strengthened, and its behavioral madness index is also rising. Fans’ group pick-up and drop-off behaviors and network control reviews (that is, the use of unified copywriting to control the style and direction of reviews) appear everywhere at the airport. 1. The budding rice is the main buyer for the purpose of profit-making, and the emerging industry "brings on behalf of others" breeds wantonly... Some parents even sued their children through TV programs for "playing" (voting on the list) to borrow money from classmates, resulting in a decline in performance , Asking the idol to come forward and guide correctly.
The word "rice circle" seems to have rushed into the topic of popular discussion within a short period of time, and it has also broken the healthy balance of the entertainment industry chain.
A Content side
"Drama, platform, and brokers don't want to get used to them (fans), but without fans, advertisers don't buy it. There is a vicious circle."
"No one wants to offend fans"
A few years ago, Mr. L in the industry had planned a work and invited popular fresh meat as the protagonist. At that time, the fresh meat was fledgling in the field of acting, and his acting skills were quite jerky. "But he has a lot of fans. Whether it is a commercial brand or a broadcast platform, he was eager to invite such a traffic star to star and achieve membership renewal."
Using the fan effect to create momentum for film and television works has been commonplace in the first two years of the market without any failure. In 2015, Wu Yifan contributed a big screen virgin show in the film "There is a place we only know" directed by Xu Jinglei. Although the Douban score only hovered at 5 points, it finally harvested 279 million yuan at the box office, creating a new record for domestic art films at that time. .
Coincidentally, in 2016, the film "The Journey" directed by Guo Jingming gathered many fans who were very appealing fans, such as Fan Bingbing, Wu Yifan, Chen Weiting, Yang Mi, and Wang Yuan. Although the final score of the film was reduced to "3 points club", it still earned 380 million yuan at the box office, far exceeding the word-of-mouth work "July and Ansheng" released at the same time.
The market is anxious to snatch users, which has spawned traffic and fan economies; stars drive traffic effects, quickly helping movies or platforms bring new users, and advertising gold owners are also evaluated based on this. "Neither the producer nor the platform wants to offend the fans, so they are helpless about what the fans do." The TV drama producer, Mr. D, revealed that they will consider the number of fans to make a casting, and the position (actors appear in promotional materials and works The order of the ranking), the order of poster announcement, the press conference, etc. should also consider fan suggestions.
But in the original seemingly "win-win" choice, Mr. L was "tortured" by fans. He said that almost all the plot in the original script revolves around a certain profession, but the actor's fans think that this profession is not suitable for him, and the outside world will compare him with another "traffic" actor who has played a similar role. "So I changed the actor's profession and changed the script again."
During the filming, the fans did not "suggest" that they had too many kisses with the female lead. "Of course we have to listen." Mr. L said helplessly, the traffic stars rely on fans to "live" and need to please the fans; once the fans If they are gone, their value will be lost. "They want to listen to fans. Of course we want to listen to traffic stars. If he doesn't cooperate, I can't shoot."
When Mr. D announced it, he often increased his unnecessary workload due to concerns about fan emotions. For example, some fans felt that the stills were not well-repaired, and when they advertised "too many protests", they quickly withdrew and re-edited. To protect them." In addition, because of the excessive "black powder" of the actors, the propaganda staff once stationed Douban every day and knew to work overtime to "wash comments." There are no fans and the advertisers don’t buy it. There is a vicious circle." Mr. D said.
B Artist side
The relationship between the artist team and fans is more sensitive. In the moment when fans are the economic source and artist symbol, operating the relationship with the fans and maintaining the emotions of the fans is as "careful" as maintaining marriage.
"Before cutting leeks, you must raise them"
In order to maintain fan relations on a daily basis, most brokerage teams will set up a "fan operation" department. Among them, the official support club is usually directly managed by the artist. The team will inform the upcoming official announcements of works, endorsements, variety shows and other projects in advance, and will organize support with the support team. The "fan head" or "professional fan" is for the fans to make a good relationship every day and use their right to speak to correctly guide some of the fans.
But who should have more say in the fan and artist team? "War" has never ceased. "Under the fan economy, we all rely on fans to eat, and we must fully satisfy them." A Yuan once made a product announcement for a second-line traffic artist. One of her daily tasks is to pay attention to "fan public opinion". The main channel is Weibo topics, hot searches, fan messages, private messages, etc. For example, if the fans review the performance of the artist or fashion wear, Ayuan will select valuable content to feed back to the agent. But most of the time, even if the fans put forward "unnecessary" suggestions, such as "Don't pick up the show" and "Don't participate in this variety show", if the fans insist on their own opinions and wanton control, the artist team will think Ways to weigh.
"Traffic entertainers still have to listen to the opinions of fans. Just like cutting leeks, they must raise leeks. Only those who do not rely on the strength of fans or artists who already have a position, they and the team have the absolute right to speak." For example, Zhang Ziyi The "Old Fan" once issued a long article saying that she and Wang Feng joined the variety show "Romantic Travel of Wife" and said "disappointed to take off the powder", but still did not change her decision. In contrast, a small fresh meat was once rumored to be a mentor for a platform's variety show, but fans strongly refused because of "delayed his exams" and "advanced qualifications", and finally he only appeared on the proposed list.
Things didn't work out, only the team could do it
The team's "be careful" also comes from the fear of "cyber violence". I don't know when to start. Once the team fails to take care of the fans' emotions and suggestions, the overwhelming "fight" will immediately send the artist team to the top of the hot search.
Senior artist publicity director Bao Bao popular science, usually the station is exclusively operated by true love fans, they have a lot of time to obtain artist resources, take back pictures (referring to the pictures of the stars taken at the airport or the event site, sent to fans), organize support activities And achieve self-financing. It is reported that one of the stations of a certain flow of male artists has about six operating personnel. Last year, he paid about 60,000 yuan per person (the income may come from selling idols). When they have the same resources and influence as the studio, they will have the same right to speak. "Especially male artists do top flow, too many fans and stations, it will be difficult to control. To stabilize a few high-traffic fan groups, it is already the propaganda team'spit blood' operation." Bao Bao said, facing the top Team fans can only communicate more and communicate diligently; but if the fans are young, or the fans themselves are "crazy personality", the relationship between the team and the fans will be like a "time bomb".
Of course, Bao Bao frankly does not rule out the fact that some brokerage teams have the behavior of excluding fans, or lack of communication, which leads fans to have the defensive psychology that the team "make money with idol" and "idou has only me".
Earlier, it was reported that an artist performed a new work, but fans believe that the role is not suitable for the existing positioning of the artist, and it is not helpful for its development. Therefore, the official fan account of more than 600,000 fans personally "under the open Mai" (referring to Publicly published articles on social platforms to talk about an idol/an incident), and some fans even held banners at the scene of the star event and shouted a boycott of slogans.
"Fans are good for artists, but we can't stand up and point out the interests." A Yuan reluctantly said, sometimes the team's consideration is not a temporary development, which may involve bringing the company's newcomers in a play or seeking an investment with a certain company. Long-term cooperation between Fang and director Once fans and partners break apart, it will not only affect the popularity of passers-by, but also lead to the reputation of artists as "fans are not easy to provoke" in the industry. "All the published results must have been discussed and agreed by both parties. But if the incident is not satisfactory, only the team can come back." Bao Bao Tucao said, "especially the artist's style, believe me, definitely the artist himself. Aesthetics. No matter how the stylist and the agent advise, TA is unwilling, and everyone will shut up. The modeling pot, I really don’t want to carry it."
C Fans
●Small A, three years into the meal circle, 18 years old+
"I bought ten boxes of beverages for the investment, and I was scared"
Little A is a student party about to take the college entrance examination. In junior high school, she became EXO's "white prostitute" with K-Pop-no krypton gold (Krypton gold is a game term, which means payment. Later it was used in rice circles, which means spending money for idols), pure spirit stand by. Until a certain variety became popular, she finally had the first true idol.
In order to make his idol debut, Xiao A re-registered his Weibo account, checked in to Super Chat every day, and officially joined the data group, using his spare time to invest. At the beginning, Little A was only crazy about data, and when he got his mobile phone, he checked in daily, checked the list, swiped the number of broadcasts, voted, and reported anti-hacking. "(Every day) many hours." Up to four or five hundred accounts can be voted per day.
With the magazine interviews and endorsements coming one after another, the game has entered a fierce stage, and Xiao A has also begun his own krypton gold road. During the competition, if you buy a box of drinks, the voting code above can give away dozens of additional votes. At that time, the price of a box was less than 100 yuan. Little A roughly calculated that he bought a total of ten boxes during the game. "I was afraid of drinking later. After I bought it, I brought it to my roommate to drink." And in order to increase the number of votes, little A also used the people around him. Account voting, to buy an account on Taobao to the data group. One account has three or four cents each, and Little A spent up to nearly a thousand dollars.
At that time, the living cost of Xiao A was only 400 yuan a month. Most of the New Year's money and pocket money were used for investment. Xiao A described that period as very bloody, "I'm really afraid of TA's disappointment, and I'm afraid I can't help TA."
As a family of "chasing stars" in the eyes of others, Xiao A has also been misunderstood: family members do not object but do not support; students around her will "look at each other" because of her fan status. "It will be a little sad at first, and then it doesn't matter." In Xiao A's opinion, star chasing does not conflict with her personal studies and life. This is what her idol has always wanted fans to do. "We chasing stars is always looking for happiness. You must arrange your own life before you can pursue spiritual happiness. If you are bound by these things, the purpose of star chasing will change."
●Well, more than ten years in the rice circle, 25 years old+
"Once indulged in autism due to addiction to the Internet"
Well, it's a senior fan. The so-called senior is not only the year she entered the meal circle, but also the frequency of her climbing the wall (like A star, like B star). Fourteen years of star chasing, from idol drama actors to domestic male groups, from Hong Kong and Taiwan singers to Korean wave female groups, and finally returned to the domestic love bean. She experienced the baptism of fans in various circles, and was also subtly influenced by the rice circle.
The first generation idol is an idol drama actor. In an era where fan blessings are not needed too much, her way of chasing stars is to buy the same models in the play, buy endorsements, and buy posters. In 2006, when she was 12 years old, she bought idol posters, cover books, DVDs, and stickers for the first time for chasing krypton gold. "It doesn't cost a lot, it's all small changes given by my parents."
Well, actor usually speaks on the work, and investment and sales don't seem to matter. "The actor's meal circle is very daily, with sensible powder per capita."
After going to university, she has more free time and economic ability to catch up with the stars, and the rapid development of the Internet has provided her with more channels for krypton gold and "addiction to the rice circle". She still remembers climbing a wall to a female love bean in a certain year. There was a more important investment activity, and it was over in ten days. As a newcomer to the pit, well, "big money" voted more than 4,000 votes at once. Later, at the birthday party of the female love bean, she bought tickets, air tickets and aid at her own expense to support the field. In just one month, it cost over ten thousand yuan. "But looking back at this crazy month is also a precious memory. It made me know a few fans, became offline friends, and often chatted together." Well, I also bought a lot of useless things for idols, such as the 1200 I bought the same watch for more than one buck, and I wore it a few times. The white one was impatient, so I was left at home and never worn it again. It seems to me that chasing stars has been krypton gold for more than a decade, and the total amount cannot be calculated, but I do not regret it, "at least at that time was happy."
In addition to krypton gold, the rice circle also makes Dora blur the online world and real life. When I was in school, star chasing almost occupied most of the time. From opening my eyes in the morning to the end of the night, I was addicted to the Internet; occasionally talking about idols, she would soak in the group until two or three in the night, and even became an influential fan. A strong member. The false world on the Internet seems to satisfy all her needs: "friends" who share a common topic, enjoy the blossoming of flowers, and have a feeling of being sought after. "You seem to feel all the goodness of this world, unable to extricate yourself, so that you are unwilling to face the bumps of the real world." Well, even fell into autism. It was not until the last two years that she began to hang out with friends who were also chasing stars, and gradually entered the society. She slowly came out of the network of fan-shaped fans on the Internet. "It is not much to chase stars now."
Nowadays, Dora is also symbolically fanning a domestic female idol. Fans of the idol are generally young, and she can always see many immature children. The rice circle lives in trouble almost every day, there are new tears every day, and quarrels are everywhere. She once again felt the impetuosity and irrationality of the rice ring, "I was exposed to chasing stars since I was a child, so I am addicted to dependence. But now, I am a good person."
【summary】
Not doing any harm to others is the bottom line of chasing stars
Lawyer Zhu Xiaolei, the director of Beijing Xingquan Law Firm, who has represented hundreds of celebrity rights defense cases, revealed in an interview with the Beijing News that a large number of honorary rights infringers are under 20 years old, and many are underage. There is a gap in the education of young people's rational pursuit of stars. As a media person, Xiaomu also confessed, "Most minors not only have weak legal awareness, lack of ability to distinguish between right and wrong, but are also more likely to be emotional. When stressed in life, they will classify stars as their own world." Xiaomu said, following As the culture of the rice circle continues to spread among minors, teachers and parents should do a good job of guiding and standardizing, "Let more children understand that star chasing can make them better, but it cannot affect their normal life, nor can they do anything. Acts that hurt others. This should be the bottom line for minors to chase stars." (Mr. L, Mr. D, A Yuan, Bao Bao, Xiao A, Huh, Xiaomu are all pseudonyms)