In the Internet age, it is becoming more and more difficult to make song-playing programs?

By yqqlm yqqlm

Programs such as “Music Billboard” and “Oriental Billboard” are all the rage, and are now gradually declining. Interviews with veterans in the Chinese music circle reveal the reasons why in the Internet age, hit song shows are becoming more and more difficult to do?

In the Internet age, it is becoming more and more difficult to make song-playing programs?

In 2001, Zhao Wei’s “Music Constant” was New album hit song.

In the Internet age, it is becoming more and more difficult to make song-playing programs?(1)

In 2004, Elva Hsiao participated in “Music Constantly Singers meeting”. Screenshots of the show

“Songs” refers to singers performing their own new songs to let the audience know more about their works, so as to achieve the purpose of promoting new songs. Music programs that provide singers with a stage for hitting songs are broadly called “songing shows”. The rise and fall and changes of Dage shows not only reflect the changes in the publicity and distribution of Chinese pop music, but also the exchanges between music creators and fans to find each other and compete with each other.

Traditional hit songs usually rely on a credible music chart and are regularly broadcast on radio and television. The millennium coincides with the “golden age” of Chinese music. Veterans in the music world are playing, newcomers are emerging in large numbers, and various hitting shows are also emerging. “Oriental Wind and Clouds List”. However, in recent years, the Chinese-language music industry has been at a trough, traditional song-playing programs have disappeared, and the few remaining programs are far less influential than before.

Alternation of the old and the new is the main theme of each era. Traditional saga shows are gradually withdrawing, and new types of saga shows led by Internet platforms have quietly emerged. In just 3 years, it has completed the evolution from the traditional form of “stage + list” to the introduction of more variety shows and even social forms. The former is like the “Chinese Music Bulletin Board” produced by iQiyi and the latter. Such as Douyin and “Praise for Songs” created by Zhejiang Satellite TV. However, it is a pity that the high hopes of “Chinese Music Billboard” and “By Your Musical Role Model” ended in one season and it was difficult to sustain.

Why is the traditional hit song show that was once a hit? How can the new-style hit song program born in the Internet age go on steadily? At the moment when everyone is self-media, the channels for musicians to release and disseminate works are diversified. Do they still need a special stage for new songs such as song shows? A reporter from the Beijing News interviewed Lu Lin, chief producer of “Praise for the Song”, producer Zhang Jieting, chief director Xiao Xin, director of “Universal Songs Center” Zhi Meng Qingguang, and singers Tang Hanxiao, Li Wenqi and other music professionals.

Shanghai Oriental Radio (with charts)

Shanghai Oriental Radio FM101.7 has launched a ranking of Chinese popular songs. The regular program of the radio recommends new Chinese songs, and an award ceremony is held every year

Continuous music (stopped in 2007)

“Continuous music, continuous good songs”, the forefront of the release of singers’ new albums and EP’s music video “MV”

< p>The sister chapter of “Music Constantly” recommends music with entertainment. It is considered to be an important position for Chinese singers’ filming and promotion at the time.

Music Billboard (2015 program ceased to be broadcast, the festival will be retained)

Chinese music program, the finalist singer of the annual award ceremony And the repertoire are selected from the previous year’s “Music Chart” program

CCTV Music Channel (with charts)

Music chart shows. It aims to create the most credible and authoritative music rankings in the country, promote Chinese originality, and lead the music trend of the times. “The Annual Ceremony of the Global Chinese Music Chart” is an awards ceremony summarizing the musical achievements of the Chinese music world.

Chinese Music Bulletin Board (ends in November 2018, no renewal)

Singing live music stage show, combining reality show with stage show, and cooperating with Billboard China to create a new pop music list “Chinese Music Bulletin Board”, dedicated to providing musicians with a stage to perform and promote new works

By your music role model (finished in December 2018, no renewal)

Tencent Music Entertainment (TME)

The three platforms under TME Linkage——QQ Music, Kugou Music, Kuwo Music, through the music data to launch the “Music Chart by You” list, which is a blockbuster launch of the trend music chart program

Universal Songs Center (end in January 2021 , The second season is in preparation)

Youku, label culture, Lehua Entertainment (no list)

Adopt the camp-to-play model to “return music to the stage and let “Good music is heard” for the show.

Tik Tok, Zhejiang Satellite TV (no list)

The show gathers more than 30 groups of musicians, and it will be positive in the form of hot songs and new songs. Duel. Strive to carry out cross-screen interactive dissemination of good music works on TV and the Internet in the new communication environment, and promote the sound development of the music industry

MUSIC ON (the time is undetermined after the announcement in 2018)

Youku and Yinyue Channel (with charts)

Plan to make music hit shows that will be broadcast weekly throughout the year. The new song stage, music charts, and fans’ support are “MUSIC ON” three The most important factor

In the past 30 years, the song show has gone from prosperity to decline

The evolution of the show: from the gathering of big names to the gradual decline

Music records Times, times are also reshaping the face of the music industry. Chinese-language music hit song programs led by radio and TV stations emerged in the 1990s, reached their peak around the millennium, and then turned from prosperity to decline. Since 2018, the Internet platform has set off a new round of “song craze”, and many new sing programs have been tried out, but it is still difficult to reproduce yesterday’s glory.

In the 1990s, Shanghai Oriental Radio FM101.7 launched the “Oriental Wind and Cloud List”, Hunan Satellite TV created “Music Constant” and “Music Constant Singers Club”, as well as by Light Media in 2001 Founded and produced, “Music Billboard”, which has been broadcast on many TV stations, can be regarded as a leader in traditional song-playing programs. Back then, Chinese singers from the mainland, Taiwan, and Hong Kong released new songs and new albums, and they usually appeared on these sing-a-song shows and regarded them as the forefront of publicity. The annual award ceremonies of “Oriental Billboard” and “Music Billboard” are even more grand occasions in the music scene, star-studded, and big names gathered.

The time has entered 2021. Looking back, those traditional singing shows that were infinite in the early years have gradually withered and solidified into the echo of the times in the memory of a generation. “Music Constant” and “Music Constant Singer Club” quietly stopped broadcasting in 2007, director Hong Tao turned to “Super Girl”, “Happy Boy” and “I’m a Singer”; the regular programs of “Music Billboard” also appeared in 2015 The broadcast was suspended, and the annual awards ceremony has been retained to this day. “Oriental Wind and Clouds List” and “Global Chinese Music Charts” of CCTV Music Channel (founded in 2014) still exist, but they are submerged in variety shows in the Internet age, and they have a long way to influence both the Chinese music scene and the general audience. Not as good as that year.

Form iteration: The Internet intervenes to change the charting mechanism

In 2018, the fate of hitting shows ushered in a turning point, and the Internet platform took over radio and TV stations and became the dominant hitting show. The three head video websites of Aiyou Teng successively announced their respective production plans for hitting songs. Among them, iQiyi’s “Chinese Music Billboard” and Tencent’s “You Music Model” were all broadcasted that year, and there will be no renewal after the end of the first season. The “Universal Song Center” jointly launched by Youku, label culture and Lehua Entertainment will end in January 2021, and the second season is already in preparation; Douyin and Zhejiang Satellite TV will create “Praise for Songs” on March 13 Start broadcasting on the day.

Traditional song-playing programs led by radio and television stations usually display and recommend singers’ new songs, supplemented by interviews with the singer himself, in order to demonstrate his personal charm as a star. The new type of karaoke show dominated by the Internet platform presents two styles-one is inclined to South Korea’s karaoke show, which uses stage + hit list as the main form of expression, and the list is an important link; the other does not depend on it. In the list, it introduces variety show performance methods, such as reality shows, competitions and games. On the basis of maintaining a high-quality singing stage, it pays more attention to social interaction and program dissemination effects.

The “Chinese Music Billboard” and “You Music Model” that aired in 2018, and the “MUSIC ON” which has been in the preparatory stage all belong to the first category. “Chinese Music Bulletin Board” united Billboard China, NetEase Cloud Music, Sina Weibo, Baidu and other platforms to collect data in the “four dimensions” and launched the “Chinese Music Bulletin Board” list of the same name. “By Your Music Role Model” is linked by TME (Tencent Music Entertainment) with its three platforms-QQ Music, Kugou Music, and Kuwo Music, and launches the “By You Music Chart” list through music data. These two hit song shows were huge when they started, but there is no renewal after the end of the season. The “You Music Chart” has continued to the present.

The “Universe Songs Center” and “Praise for Songs”, which have been broadcast in the past two years, belong to the second category. These two hit songs are not obsessed with establishing a credible list on the whole network, let alone a list that does not rely on such a list. Different from the intensive output of music performances in previous hit songs, these two programs also have a reality show while hitting songs. Each issue of “Universal Song Center” has six groups of singers divided into two teams to fight against each other, and the audience is scored in real time; the singers of “Praise for Songs” compete in the form of hot songs VS new songs, composed of Douyin creators The “Baizan Group” commented on the spot, and the winner was rewarded. In contrast, the second style of hitting shows is more like a summary of the experience and form modification of the first hitting show.

Why are traditional song-playing shows gradually dimming?

The exchange of scarcity of resources between media and artists

In this new wave of “song show upsurge” set off by the Internet platform, both Lu Lin and Meng Qingguang are “tellers” “, respectively serving as the chief producer of “Praise for Songs” and the director of “Universal Songs Center”. But looking back in the past, they are all witnesses to the glorious years of traditional hit songs, and have their own connections with “Music Constant Singers Club” and “Music Billboard”. In their view, the gradual disappearance of traditional song-playing programs is related to changes in the media environment and the Internet’s subversion of the entire form of communication.

Twenty years back in time, Meng Qingguang worked in Guangxi Media, which has not yet made a major contribution to the film industry, and witnessed the prosperity of “Music Billboard” from its birth. He recalled the first “Music Billboard” awards ceremony. Na Ying, Andy Lau, Sun Nan and other singers all sat in the audience and waited for the live prize draw. This kind of grand occasion is difficult to reproduce now. “At that time, “Music Billboard” was very influential. Almost all singers who came to the mainland to promote new songs had to go to “Music Billboard” and “Music Constant”. It was also the golden age of traditional media, and media resources were very Valuable and scarce. Regardless of radio, television, charts, or stage, singers need to win a place for their new song announcements.”

In the context of scarce media resources, artists are very willing to participate in the fight. Song shows, especially influential hit song shows like “Music Billboard”. Regardless of the song show at the time, or various variety shows, artists will not be given expensive appearance fees or notice fees, because from the perspective of the media, artists come to the show to promote their works. Now the situation is completely different.

The media resources in the Internet era are very rich-traditional media such as radio and TV stations, personal social media, short video platforms such as Douyin and Kuaishou, and long video platforms such as Aiyuten… But artists are especially The head artist resources are scarce. “Regardless of the fields of music or film and television, there are not many influential top artists, and their time schedule is limited.” When all the media are competing for the artist’s schedule, the result of marketization is that the artist will be rewarded and influenced. Choose media from dimensions such as force. In this kind of competition, traditional song-playing shows no longer have enough appeal.

However, compared with neighboring South Korea, their traditional song-playing shows have been active so far. What is the difference? In Meng Qingguang’s view, the main reason is that South Korea is different from ours. South Korea until now, the overall media resources are still concentrated, not as rich and scattered as China’s media resources. Even so, the traditional major TV stations in South Korea did not give out prime time to hit songs. Basically, the leading karaoke programs of various TV stations will not be broadcast on weekends, but on mid-week afternoons. Secondly, Korean traditional karaoke programs are supported by the idol economy market that has been developed on a large scale for many years, and can be broadcast in real time. Fans vote. But even with so many advantages, South Korean hit song shows also face the problem of scarcity of artist resources. “Only when star singers with similar head or waist size compete in the same field, the number of audiences will increase, and the overall ratings of the program will increase.”

The convenience of dissemination, subversion and enrichment of songs Channel

When Lu Lin entered Hunan Satellite TV in his early years, his program was “Music Constant Singers Club”. He caught up with the last train of this popular hit song program, and he also personally felt the pressure and changes brought to the music industry and traditional hit song programs after the Internet subverted the entire form of communication. In his impression, all music promotion before the Internet era focused on physical records, and the communication channels were mainly traditional media such as radio, television, and paper media. The song-playing link for new songs or new albums is usually-the record company sends a sample of the song to the radio station for a round of charting, then arranges for the singer to appear on TV programs, do paper media interviews, and some will conduct campus runway publicity. The physical record is officially released on the market. This song-playing link usually lasts about 3 months, and the song-playing programs of radio and TV stations are an important part of it.

The advent of the Internet era has changed the way audiences receive information, subverted the inherent communication patterns, and even reshaped the music industry model. In the past, record companies would have a professional team to screen songs to determine whether the quality is worth sending; now the threshold for creating and sending songs has been lowered, as long as you can create songs with simple guitar playing, no complicated arrangements are required. There are also many channels for publishing, which is simple and easy. Once “online singer” was a derogatory label, now all singers send their songs through the Internet; once the singers used album as a unit, now the number of album releases is decreasing, and the number of single releases is increasing. Lu Lin said: “Under the form of Internet communication, a lot of content has become scattered.” As the communication channels become more and more convenient, the complete set of song-making links that have been formed have gradually disappeared, including traditional song-making programs.

On the other hand, online video platforms and the massive content they carry have also eroded and squeezed the market share of traditional song-playing programs dominated by radio and TV stations. The broadcasting capacity of radio and TV stations is fixed, 24 hours a day, but the capacity and broadcasting channels of the Internet are unlimited. What’s more, the Internet also provides the audience with richer and more proactive choices, and is more suitable for younger audiences, so a large number of audiences gradually “migrate” to the online platform. Radio and TV stations are at a disadvantage in the increasingly fierce market competition, and their tolerance for hit songs that promote new songs has also declined. If the program’s listening rate and ratings are not good, it is easy to be discarded or replaced.

Writer/Reporter Yang Lianjie of Beijing News