Chinanews client, Beijing, October 17 (Reporter Ren Siyu) "Well, although I am very reluctant to admit it, the truth is that many, many, many people don't know that I am releasing an album."
Recently, singer Tan Weiwei wrote a long Weibo post in the middle of the night, feeling that although a lot of time and effort have been spent on the new album, many people still don't know it.
She bluntly said that she used to be proud of "be yourself" freely and easily, but the price is to lose the market and attention, "At this moment, I admit that I envy those traffic singers."
Source: Screenshot of Tan Weiwei's Weibo.
Tan Weiwei’s sigh subsequently caused a heated discussion among netizens. Many celebrities such as Zhang Liangying, Han Hong, Shen Teng, Jiang Xin shared their messages on this Weibo to express their encouragement and support for the new album, but some people questioned it, but marketing the new album. To use traffic to "pull", there are still people wondering, will such a popular singer face a dilemma that the singer does not know?
At the age of 38, Tan Weiwei launched a new album "3811". This female-themed album tells the stories of 11 different women. Two chapters, "Sister Code" and "Sister Fang" have been released, and one part focuses on women. The inner secret, partly tells the external living environment of women.
"Sister Code 3811" and "Sister Put 3811" EP cover.
For example, "Zhang Cunxian" comes from Tan Weiwei's third aunt Zhang Cunxian. When she was young, she used to be a bus conductor in her home town. She was very smart to buy tickets with a ticket holder. Now she still dares to love, choose and dare to love emotions after retirement. pursue.
"Zhao Guiling" tells about those elderly women who have not been educated and will be "abandoned" by the Internet age: "She has almost no spiritual world, she is a forever laggard."
"Wu Chunfang" is based on a real social news.
Wu Chunfang is a single mother who drives a night taxi with her daughter. From 6 months to 6 years old, her daughter almost grew up in a taxi.
Now Wu Chunfang is still driving a taxi, with her daughter alone, and she has to survive no matter how difficult it is.
Source: Screenshot of Tan Weiwei's Weibo.
In fact, as early as May this year, Gao Xiaosong mentioned Tan Weiwei’s new album in his "Explore the World" program. At the end of June, Tan Weiwei also initiated a new song debut. "Sister Code 3811" was launched in July, and "Sister Fang 3811" also It was released on October 10, but as she said on Weibo, most people did not know.
Tan Weiwei wrote on Weibo, “The team said: Sister, it’s useless. Now unless it’s a popular variety show, film and television drama, or a singer with a topic and traffic, otherwise it’s hard to be followed by your albums and songs. What's more, your music is not marketable at all, and young people are afraid that they will not have the patience to understand and like it, and even less interested...This is reality!
Tan Weiwei admits that he will feel lost in such silence: "At this moment, I admit that I envy those flow singers. This is reality, there is nothing wrong with it. This is reality, cruel but must be faced! "
This remark also caused controversy. Some netizens said that the team's publicity work is not in place, but the "pot" should not be thrown on the traffic stars. "In fact, there is no need to distinguish the singers from the traffic. The market has its own By choice, musicians can also stick to their own artistic ideas, but it does not mean that the two cannot be combined at all. It may be that they make some trade-offs."
Some netizens also said that compared to other unknown singers, Tan Weiwei's attention is already high enough: "You have more than 10 million Weibo fans, and at least half of those who follow you will listen. What about musicians who are not lucky enough to you? Do? Flowing singers don’t mean that they are not good at singing. Are they a little hasty?"
Source: Screenshot of music platform.
Indeed, compared with the past, it is not easy for a new song to be discovered and widely popular.
In the past record era, the birth of a new song mostly followed the "top-down" dissemination method. It was planned, packaged, and promoted by a music company, and then passed to the audience through the editing of TV and radio programs and magazine columns.
With the advent of the Internet age, music production methods have changed, and the publicity position has also shifted from traditional media to more open and interactive music platforms and social networks. The original passive audience has mastered the initiative to choose songs. Right, music that conforms to the public’s preferences is on the charts and becomes popular, affecting the spread of music "from the bottom up".
Nowadays, the content consumption of short videos is becoming more common, and the publicity of music has evolved and changed again. In the past, some music platforms first released the whole song, and then used short videos, animations and other methods to spread the fragments. Nowadays, it is often based on short video platforms. Out of the circle, attract more audiences to pay attention to the whole song.
Wang Leehom once uploaded his improvised 19-second "Nanjing, Nanjing" to a short video platform, and soon reached the top of the rankings. Various music platforms called the company to ask when the song would be available.
Source: Screenshot of Leehom Wang's Weibo.
On the other hand, the Internet has lowered the threshold for music creation, and the public's music preferences have tended to be more segmented and hierarchical. Massive music libraries and communication platforms have diluted the audience's attention.
Therefore, before fully adapting to the new changes, "how to make a song popular" has also become a problem for many musicians.
Shortly after Tan Weiwei's post, Lehua Entertainment boss Du Hua posted a chat record with Tan Weiwei and said that he would invite Tan Weiwei to participate in the song show.
In recent years, there have been many hit songs in the country, but most of the endings are "big thunder and little rain". Due to the platform and other factors, they have finally become the "enclosure self-cute" of idols and fans. .
Source: Screenshot of Tan Weiwei's Weibo.
In fact, too much "traffic" does not always bring a completely positive effect.
Li Ronghao, who has been frequently searched for new songs in marketing, has encountered mixed reviews. In November last year, Li Ronghao publicly denounced the company, saying that he would find an electric vehicle maintenance forum to post if he did not allow new songs to be posted, which attracted many netizens to visit the forum. After all, afterwards, the new song "Sparrow" naturally gained a lot of attention.
But when Li Ronghao's 4-second song "Babe" and the 9-character lyrics "What Should I Do" once again appeared on the hot search, they did not get the praise of most listeners.
The Douban score of "What Should I Do" was once scored below 3, and some netizens commented, "At one time I suspected that Mr. Li made such a song for hot search."
Source: Screenshot of Li Ronghao's Weibo.
Compared with the attention brought by hot searches and traffic, it may be more important to keep good works that are affirmed by the audience.
In fact, Tan Weiwei's song is not like "young people are afraid to be impatient to understand" as she said on Weibo.
Recently, according to the data of QQ Music, Kugou Music, and Kuwo Music, compiled by your music chart, Tan Weiwei’s audience is 68% male and 31% female.
The proportion of female fans in the two EPs of "Jie Fang 3811" and "Jie Code 3811" both accounted for more than 40%, which has been improved compared with the previous female fans.
From the perspective of age group, Tan Weiwei's audience accounts for the most users aged 23-30, reaching 35%.
It is followed by users aged 19-22 who account for nearly 20%.
At the same time, nearly 90% of the fans under the age of 40 of these two EPs have reached 27% and 24% of listeners aged 30-40, which are also higher than the basic distribution of her fan age.
Source: From your music chart.
Some fans wrote a long article to suggest to Tan Weiti that it’s not good to just hold the fragrance of wine and not be afraid of the depth of the alley, so it is better to take the initiative.
Just like Ado, who has sung Tan Weiwei's "A Bridge of Fate", she surprised the audience with "Brother Liar" in "Sister Riding the Wind and Waves". She was also frank, hoping to use the influence of variety shows to promote her new national music .
At the moment, Tan Weiwei’s song distribution dilemma is not an isolated case, because not every musician can reach the popularity of Jay Chou’s "server is paralyzed as soon as a new song is released", but musicians can also try to embrace some new changes more actively and find more suitable In the ever-changing music market, songs made with care can always be heard.
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