Introduction to media reference: In the era of Internet starmaking, the Internet thinking of artist brokerage 3.0 is actually not complicated. Its core is user thinking and experience first. Others, such as extreme thinking, iterative thinking, etc., are all developed around user thinking.
Source: Media Internal Reference-Media Exclusive
In the first half of 2019, according to various data, among the 400 online movies, TOP10 accounted for a total of Only around 150 million, a decrease of 30% or more over the same period last year. In the case of the stagnant film and television environment Below, compared with 2018, a significant change is that the State Administration of Radio, Film and Television redefines the standards for online film and television drama information filing. The most affected by policy regulation are online entertainment programs and online movies. Through the filing publicity of the State Administration of Policy outTaiwan directly led to a plummeting rate of film filing in March and April.
Judging from the TV series ratings data, only 10 TV dramas had a ratings above 1.0% in the first half of the year. Excluding CCTV dramas and New Year's Eve dramas, only "Sesame Hutong", "You Going Upward", "Everything is Good" and "Just To Meet You" performed well, and the audience experience was also remarkable, with fewer and fewer boutiques.
The above said so much, the author just wants to express one meaning, that is, the number of film and television productions has decreased, and the increase in film and television has weakened. How should the artist agency market, as the pre-production of film and television, deal with this situation of "more monks and porridge"? NowDuring the period of strong Internet intervention, the main direction for artist brokers to break the game will change from the traditional model to the Internet thinking. This is undoubtedly the beginning of an industry "change".
The leap from 1.0 to 3.0
The bright moment of artist brokerage is coming
The establishment and development of China’s brokerage Not open to the efforts of China's first batch of professional brokers represented by Wang Jinghua, Chang Jihong, and Li Xiaowan. Wang Jinghua, who was respected as "Sister Hua" by insiders, joined Huayi Brothers in 2000.Cooperating with Wang Zhongjun and Wang Zhonglei to establish Huayi Brothers Cultural Brokerage Co., Ltd., marking the official opening of the era of Chinese artist brokerage 1.0.
During this period, the industry collectively referred to the development period of "nanny brokers". Brokers not only needed to arrange the work activities of the artists, but they also had to do everything like a babysitter. Today, there are still many brokerage companies that use this method to achieve close binding of artists, not only through the form of contracts, but also through continuous emotional investment to enhance the loyalty of artists to the company. This form seems to be able to establish a close cooperative relationship with artists, and can have a "parental" voice. But if one day the company cannot meet the needs of the artist's own development, contradictions will continue to emerge, eventually leading to the artist's termination and loss of resources. Obviously, this model is no longer suitable for the rapid development of the industry.
From 1.0 to 2.0, the artist agency industry has only taken less than ten years, and it can be described as a rapid development. Around 2010, first-line artists such as Zhang Ziyi, Fan Bingbing, Li Bingbing, Zhou Xun, etc., had their contracts with their old club expired. Individual studios were established. In the following years, in addition to big-name celebrities, second- and third-tier artists have also joined the camp. At this point, brokers no longer monopolize the power, and the voice of artists has increased. The industry has begun to subdivide, and the service tends to be more precise , Professionalism. However, this period did not form a professional and mature artist brokerage system.
Nowadays, the artist brokerage industry is going through the 3.0 era, and celebrities have joined the shareholding system of capital operation., Partner model. The author believes that this is a relatively simple and rude way to allow celebrities to directly hold shares in the company, become "star shareholders" or acquire star shell companies at high prices. Another approach is that some brokers and celebrities partner start a business and establish a company together. This is a kind of And the model with higher success rate. Companies can use the celebrity boss’s brand to attract resources and support newcomers; celebrities can also maximize their energy and share more benefits. For example, Jiaxing Media established by Yang Mi and his agents Zeng Jia and Zhao Ruoyao, Tongle Film and Television established by Jia Nailiang and agent Guo Hongbo, and Black Gold Brokers established by Shang Wenjie and agent Nie Xinyuan, etc.Wait.
Strong Internet Layout
Artist brokers are waving the banner of "change"
Now, in Under the new media environment, no professional training and training is required, and an amateur can quickly become famous in a short time. Only short videos can attract tens of millions of fans. The preemption of traffic and market by various internet celebrities and anchors has caused a strong impact on the traditional and meticulous artist management model. Faced with a series of shocks and changes, the artist agency industry needs to follow the trend and trend, reflect and seek changes in time.
In 2019, major Internet platforms have deployed the artist brokerage industry.
In April, Alibaba Pictures announced that Cool Young and AGH signed an artist brokerage framework agreement. Alibaba Pictures believes that this This will help Cool Young make full use of and integrate Alibaba Group’s platform resources, provide artists with more performing arts opportunities, and enhance their market value;
Tencent invested in Yixin Entertainment to jointly produce a variety show "Me and "My Agent" has attracted attention inside and outside the industry. In addition, Tencent also participated in Long Danni’s wow, Ha Ha Ha Ha and Tencent Video jointly launched the third season of the original IP variety show "Tomorrow's Son", currentlyIt continues to be popular;
In May, China’s first artist brokerage industry forum was held at the "iqiyi World Conference". Wang Xiaohui, chief content officer of iqiyi, said: iqiyi is willing to cooperate with artist brokerage industry Of partners share platform ecological resources and capabilities for a win-win symbiosis.
Faced with the strong layout of the Internet, Jiaxing Media, as the head of the artist brokerage company, has borrowed from the classic American CAA brokerage model while providing localized improvements and support.
Jiaxing Media mainly lays out the company’s entire industry chain based on the "artist + film and television" model. Jiaxing divides its own artists into four echelons of first-line artists, mature artists, rising artists, and newcomers according to their development levels. There will be customized route planning at the stage, and then through the many-to-many broker portfolio model, professional division of labor, resource sharing, and coordination to provide a full range of services.
In the first half of this year, Jiaxing’s financial report was relatively bright, netThe profit was 84.65 million yuan, the gross profit rate reached 70.25%, and the net profit increased by 53.25% over the same period of the previous year. Such data may benefit from the good artist brokerage income of Jiaxing Media.
Yixin Entertainment is also unwilling to lag behind, and creates industrialized artist brokerage services with a customized + compound system model. Dai Qing, partner and commercial director of Yixin Entertainment, said: “Customization is to require your company to adjust according to market changes, while using composite brokerage and standardized workflows to build a more scientific service system for the company’s artists. This service serves Ma Yili, Zhang Yuqi, Zhu Yawen, Bai Yu, OuYang Nana and many other artists have become their business partners. "Daiqing regards the system as the company’s core competitiveness.
Internet thinking is actually not complicated. Its core is user thinking, experience first. Others such as extreme thinking, iterative thinking, etc. are all around This is also reflected in the Hedgehog brothers based on user thinking. The Hedgehog brothers focus on the "C-end" fans and the public, and use the "multi-IP integrated operation thinking" to strengthen the artist with the new brokerage model of Internet thinking Brand attributes and distinctive labels. The artists in "New Rap in China" signed by the Hedgehog Brothers have obtained a large number of Follow and praise.
Looking at the entire artist brokerage market at the moment, every artist brokerage company is showing its abilities to increase the absorption of the dividends brought by Internet starmaking. The development of the Internet can be said to have changed the entire artist brokerage industry. Business format. Under the new development pattern, artist brokers are also facing new challenges and need innovative thinking to keep pace with the times. Using Internet thinking to build brokerage companies to make artist operations more systematic and interactive, and this move It will take time to verify whether it can bring changes to the entire industry.