Rhino Entertainment Original
Edited by Fang Zheng and edited by Pu Fang
Continuing last year, 2023 is still a relatively sluggish year for the performance of the variety show market, ** variety shows on the field can't beat movie dramas, the conversion rate of variety show card segments to feature films on user attention continues to decline, and the pessimism of the industry runs through the whole year.
As a long-term observer of the variety show market, Rhino Jun has never liked to write articles about the decline of the industry, but he has actually heard about the difficult and unspeakable situation of too many variety show creators. So this article is still about finding the source of dawn from the night.
Rhino Jun always believes that as the only documentary product in the film and drama variety, variety shows are the content category that can best enable the audience to project themselves and the times. And in 2023, which is about to end, there are still many variety shows that have stepped on the current emotions about "me" and "us".
The masses don't care about the topic of variety shows, which is the most anxious thing for variety show practitioners this year, which makes the selection of "Variety Show of the Year" seem somewhat self-deceptive. But from a rational point of view, in the past ten years, the national comprehensive has experienced a period of rapid development from almost 0 barbaric growth to vigorous, and it is normal to slow down now.
After the big waves sweep away, the high-quality content of mature industries will be more dazzling.
In this article, Rhino Jun will select representative cases from the 2023 hit variety shows, and try to summarize the reasons why these topic variety shows grasp the emotions of the current ** scene, hoping that these "successful experiences" can bring inspiration to the variety shows created by various platforms in the coming year, summarize the past, and look to the future.
Return to the underlying resonance of natural simplicity
Representative case: "Let's Farm the Land".
The more anxious the era of quick success, the more people crave inner peace. But the so-called urban people retreat to the countryside and live a slow life, this is already the content that the movie drama is tired of playing, what novelty can the slow life be "slow"?
Let's Farm the Land" gave an unexpected answer.
This masterpiece of topics that sprung up in the market in the first half of the year, of course, it still takes the route of slow life stream variety shows, but it subverts and sublimates slow variety shows at least three levels:
First of all, the most basic layer, the long farming of spring plowing and autumn harvest is a niche hardcore theme, and for the first time, the two things of "farming" and "domestic entertainment idols" are linked, and the glory of the working people at the bottom is used to dissipate the aura of idol identity, which makes it possible for the general public to establish understanding and dialogue with landing idols for the first time.
It also awakens the Chinese people's remembrance and recognition of some simple values such as diligence, steadfastness, and progress. It turns out that in the fast-paced current society, watching the group of idols of Ten Qintian plant acres of land to gold in a down-to-earth manner, the audience of daily social animals can feel "honored" in the self-projection of the idols' serious work, and suddenly have the emotional identity of "we are all the same".
Finally, if we talk about returning to the underlying resonance of nature, a certain meaning of "nature" here refers to nature. If you have watched the clips of Jiang Dunhao leading ten sunny days to deliver lambs, rescue lambs, and pay tribute to lambs, you must understand how strong the emotional energy of the documentary-style images of "Let's Farm the Land" is to record the flow of these primitive lives. It turns out that the most healing method for human beings is to connect more with nature, be grateful for the preciousness of life, and live in the present moment at every moment.
Let's Farm the Land" reminds the industry that the documentary value and emotional energy of long variety shows are worth believing and sticking to, and connecting the natural and simple bottom resonance with sincere and strong content, the masses will feel and cheer for it.
Mental stability and "normal" are more popular
Representative case: "Flower Less 5".
One of the ailments of contemporary urban hearts is anxiety (and wanting to escape), and the second is depression. Therefore, young people are more often talking about "mental internal friction", longing for "mental stability", and hoping that they are surrounded by normal people.
If the success of "Flower Less 2" in 2015 was because people were still fascinated by the interpersonal relationship Shura field at that time, then the new peak of "Flower Less 5" this year is that it filmed the "normal" original friend relationship that many viewers want to have the most.
When it comes to "Flower Less 5", many people will attribute its success to finding a group of full-fledged comedians and brothers in the Northeast, but in fact, this is only a face-to-face reason. In the inside, Xinhua Shaotuan is a group of normal human beings with a stable mental state and timely communication.
The current audience has eaten and seen a lot, and the trouble-making low-end variety show Shura field is not new to them, and the audience wants to see a self-consistent, healthy and comfortable group social relationship in the tour group variety show.
Compared with the funny attributes, what is even more rare about the Big Dipper in "Flower Less 5" is that they are all people who understand internal entertainment. These seven people are composed of good actors who are either both virtuous and artistic, or have high business intentions, or have free and easy personalities, and their "maturity" makes them shine in the field of variety shows outside of acting.
Viewers who watch "Flower Less 5", regardless of e-person or i-person, can self-project it and feel how comfortable it is for a high-quality travel group. For example, the "eldest sister" Qin Hailu, who often unconditionally reminds the juniors, is heartwarming, the "Xiaohu" Hu Xianxu, who is willing to be the strongest assistant and patiently enlightens his brothers, is comfortable, and the "second sister" Qin Lan, who is very good at communication and relies on desert talks, and the "second sister" Qin Lan, who is self-assured and cohesive with desert talks.
You are an E person, you must know how Xin Zhilei, who is free and easy by nature, can convey emotional value; If you are an i-person, you must understand how much treasure it is to be friends with Di Lieba, who always takes care of the emotions of others.
In addition, "Flower Less 5" also reminded the industry that the necessary condition for the establishment of the "New Flower Study" that slowly grows from a strange interpersonal relationship to a native fairy friendship is that it needs a long-term variety show as a carrier to let the story flow and precipitate slowly, which is difficult to replace by other content categories.
A group of fun people fight against mental internal friction
Representative case: "Let's Go Now".
In order to combat mental internal friction, contemporary young people have come up with a lot of methods. For example, the culture of playing memes and crazy literature have been flourishing on major social media platforms, which is a great proof that contemporary people use "fun" to dispel the anxious reality.
In the field of variety shows, contrary to "mental stability", choosing to embrace mental instability and use the image of a crazy crowd to bring stress relief to the audience, this is the topic password of this year's "crazy variety show" represented by "Let's Go Now".
"Let's Go Now" is definitely an example of this year's variety show casting, gathering three of the four people in the "Four Young Conspicuous Bags" of contemporary domestic entertainment, a section of Fan Chengcheng's own gold wire glasses to seal Wei Daxun's mouth, Bai Jingting used the killer "Meng Zong's support" in exchange for Meng Yanchen's 3-second joke, which is enough to be included in the famous scene of the annual variety show.
This is not over, "Let's Go Now" uses the group portrait chemistry of long variety shows to carry forward the culture of playing stalks to the extreme. first code to the ceiling of the domestic entertainment variety show Shen Teng, and then invited the "black boss" Jia Bing through the hurricane explosion, and then repeatedly cue to Wei Daxun, who became the new top class with "Fireworks in My World" Meng Yanchen, and the 8G Internet The main feature of the show is to efficiently convey relaxation and decompression emotions for the audience.
"Let's Go Now" reveals another direction of the evolution of the current long variety show, that is, to fully use the advantages of short ** content "for my use", embrace the ** Xi of the current audience to consume fragmented entertainment, and strive to produce more long and short complementary ** products.
In fact, the reason why more professional "variety show coffees" (represented by Da Zhang Wei and Yang Di) have emerged in the variety show industry in recent years is due to the postmodern deconstruction aesthetic tendency of young people. Therefore, making full use of the resources of "Happy People" artists to save variety shows is still one of the most popular variety show creation routes at present.
Variety Show Keywords of the Year:
Mental state leading xxx
After talking about so many variety shows of this year's topic, it's time to summarize from a macro industry level. One of the most important questions is: What factors are the most critical to the creation of variety shows at present?
Many people will mention the word "emotion" when it comes to the answer to this question. Rhino Jun agrees, but at the same time, he feels that just talking about emotions may not be enough, Rhino Jun thinks that the more accurate ** is:
Variety shows should fit the current young people's context.
A very typical case is Cai Guoqing's alternative popularity this year. This elderly conspicuous bag, in this year's "Phi Ge 3", intensively created stalks, boldly dismantled 0713 when selecting songs, and created the effect of the show fiercely, and then there was a rehearsal room to reproduce the cloud-style crazy criticism of acting, and his reckless and crazy momentum at any time provoked young audiences to call "Cai Guoqing's mental state leads the whole network".
"Mental state leading xxx" is a very popular set of social media discourse this year, why young people especially prefer this kind of expression, rhinoceros Jun believes that it reflects the deep thirst of young people who are more and more concerned about psychological problems and emotional problems for "self-consistent and comfortable mental state".
can capture the fit between an experience-based artist like "Sober Cai Guoqing in the World" and the aesthetic context of young people today, which is where "Brother Phi" is very powerful. It is the same as the *** case mentioned above by Rhino Jun, and it really uses variety shows as a carrier to tell the voices, emotions and stories about "me" and "us" in the current era.
And this will still be one of the creative beacons of the 2024 variety show.