Not long ago, the 3D open-world adventure game Genshin Impact (Genshin Impact) debuted the French song "La Vaguelette" (La Vaguelette) on major platforms around the world. The single was sung by singers such as the well-known French singer and actor Cécilia Cara, and won the second place on the QQ** soaring chart, and its single **worldwide** has exceeded 15 million.
Overseas, "Light Ripple" also aroused enthusiastic responses. On the YouTube platform, the official channel of "Genshin Impact" "Light Ripple" has a total of more than 3.6 million related ** and plot MVsRussian star figure skater Alexandra Trusova donned the game's character's exclusive costume for a dramatic performance on the iceJohn Pomeroy, an American animator who created the classic animation "Cat and Mouse", also drew a portrait ...... for "Funina".
Trusova uses Light Ripple to play a game character on ice.
American animator John Pomerroy painted a portrait of "Funina".
Genshin Impact is a mobile game released by Shanghai miHoYo Network Technology Co., Ltd. on September 28, 2020, and Light Ripple is not the first phenomenal single of Genshin Impact to break through the "two-dimensional circle". Why does this game invest a lot of money in the production and publicity process, and in what way does it repeatedly release **works that are "out of the circle"?In fact, in today's fierce competition of major online games, ** has evolved into one of the evaluation criteria to define the level of game experience, and can even empower the value of game IP and promote products. The reason why "Genshin Impact" has been able to get out of the circle many times through ** creation is that the R&D team can effectively tap the ** emotional carrying value and cultural communication value.
For gamers, high-quality games** can increase brand recognition and user retentionFor "out-of-circle" users and even non-gamers, this can translate into emotional and cultural symbols, reaching potential users that can't be reached by advertising, thereby increasing brand awareness and user conversions. In recent years, many singles of "Genshin Impact" have been out of the circle, which is an excellent case of off-site empowerment of game IP, and there are four reasons for its out-of-the-circle appearance: first, high-quality production level;second, the integration with other artistic fields (such as ** opera, opera, classical music, etc.);Third, the fission propaganda effect of the second creation;Fourth, the value empowerment and communication of multicultural elements.
Take the out-of-the-circle phenomenon of the vocal song "Light Ripple" as an example: first of all, high-quality ** quality is a prerequisite. "Light Ripple" was the first challenge by the Genshin Impact production team to write lyrics in French, and was composed by the company's Hoyo-Mix** studio. In this single, the Genshin Impact team perfectly integrated the syllables and meanings of the French lyrics with the melody and breath of the tune, and incorporated operatic elements such as soprano duets into the chorus, adding the emotion of the music and the depth of the game's plot characters**, increasing the player's sense of experience. Secondly, the help of ** drama celebrities adds artistic connotation to the song. Cecilia, as the "first" Juliet of the French drama "Romeo and Juliet", has an undoubted fan effect in the eyes of art lovers.
In the original French MV sung by Cecilia, she wore a light blue dress symbolizing the "water element", and completed the aesthetic voice of the game character "Funina" in the historic building of the Opéra National Comédie in Paris. The choice of shooting scenes invisibly echoes the "Opéra Picclei" in the game, and the lyrics sing the loneliness and fraternity of "Funina". The perfect fusion of art and emotion brings great sensory stimulation to players and audiences outside the circle. Regarding why "Light Ripple" chose the form of creating ** drama songs, Yuan Dimeng, producer of miHoYo** and member of Hoyo-mix, explained: "We always hope to make a breakthrough in the artistic expression form of **. Drama is somewhere between pop and opera, and is narrative, empathetic, and easy to understand. Completing such a work is a challenge and improvement for our creative team. ”
Secondly, the blessing of the second creation has become the key element for "Light Ripple" to break the circle. After "Light Ripple" was launched on major platforms, the Genshin Impact team specially invited domestic powerful young singers Ayunga, Hu Xia, Shang Wenjie, and Tan Weiwei to perform the Chinese and French versions, and provided additional arrangement accompaniment for the male version, and the four-person cover version had as many as 2 million on the official account of Genshin Impact Station B. The Genshin Impact team is fully aware of the influence of "Player Second Creation" on the self-leading platform, and has opened the "Creator Incentive Program" many times. Nowadays, on major social platforms, not only the German, Russian, and Japanese versions of songs spontaneously covered by netizens at home and abroad, but also instrumental covers of piano, suona, symphony and other types of instrumental music have also gained considerable Internet popularity. It can be seen that the secondary creation of Chinese singers, game users and bloggers has played a fission diffusion effect for the promotion of the influence of songs.
In addition, the reason why "Genshin Impact" has been able to release many game** singles that have come out of the circle is also inseparable from the value empowerment of multicultural elements. At the beginning of 2022, the Genshin Impact team teamed up with Yang Yang, an actor from the Shanghai Peking Opera Company, to release the "Beijing Song" "The Goddess Splits the View: Evoking Love". On January 14, 2023, an excerpt from "The Goddess Splitting the Views and Calling Love" landed on the 2023 Online Spring Festival Gala of **Radio and Television Station, and it has also gained super popularity on online platforms at home and abroad, realizing the effective integration of traditional Chinese culture and contemporary Internet ecology.
Genshin Impact continues to explore and innovate in the fields of culture and art such as opera, intangible cultural heritage and ** drama. Yuan Dimeng said that integration has always been the main theme of HOYO-MIX. To this end, the Genshin Impact team has conducted in-depth research on the ** cultural symbols of various countries (national key harmony, performance methods of characteristic instruments, melodic characteristics) for soft implantation, which constitutes the main tone of the ** style of the creation region. For example, in the game map, Liyue is based on Chinese folk music and pentatonic patterns, Inazuma is based on Japanese shamisen, shakuhachi and other instruments and Japanese tunes, and Sumeru uses Middle Eastern and Indian instruments.
In order to break the stereotype of the two-dimensional circle and establish its own **memory points, the Genshin Impact** group is based on the orchestral style commonly found in film and television soundtracks, and integrates the current trendy ** trends (such as underground electronic music style, billboard new singles), so as to resonate with the pop ** aesthetic context. In the single "Light Ripple", the melody of the song is based on the aesthetics of pop music, incorporating the style and charm of French chanson, and at the same time adding special instruments such as pipe organs, which also shows the "collage" art of cultural elements.
In addition to the absorption and integration of diverse ** elements, as a key national cultural export project, "Genshin Impact" has also been considered with ingenuity in terms of cultural exchange and dissemination. The year 2024 marks the 60th anniversary of the establishment of diplomatic relations between China and France. At the end of 2023, under this opportunity, the Genshin Impact China team will release the French song "Light Ripple" for the first time, which reflects the harmony and preciousness of Sino-French cultural exchanges. "Light Ripples" and "Goddess Splitting Views" have witnessed the integration of traditional cultural genes and modern aesthetics, reflecting the excellent creativity and global vision of contemporary young people. **As an important medium for cultural exchange and dissemination, its core element is the interconnectedness of emotions, which can transcend the limitations of ancient and modern, national and even cultural circles. The game "Light Ripple" uses emotion as the contact point to achieve cultural resonance in the context of globalization, and can also provide valuable reference for the commercial operation of other fields.
Gu Yufei text.