Editor's note: This article is from the public number "music business" (ID: musicbusiness), the author of the music business editorial board.
When Chen Weiting, with a mouthful of Hong Kong Pu imitating the northeastern accent, sang "the flower in my heart, I want to take you home, in that late-night bar, who cares if he's real or fake," this remix version of "Coyote Disco" instantly made the "earthy dad" and the "star-crossed girls" realize a great unity. This remix version of "Coyote Disco" instantly unifies the "earthy dads" and the "star-crossed girls".
On October 15, "old uncle" gem Gem feat Chen Weiting's reinterpretation of the single "coyote disco" on QQ music, as of press time, has firmly occupied the QQ music peak list of popularity index list, the new song list, as well as the rap list of the three list champion.
In addition to the audio source, Sina Entertainment also released an exclusive video of Chen posing under the setting sun to the "Coyote Disco" BGM. the video has now reached 27.49 million views and the original po retweet count has surpassed 110,000.
With the support of William Chan, when people talk about this song, in addition to "dirt", there is also an incredible "tease". The unofficial version of the music video made by fans has instantly broken 2 million video views.
Before the birth of this cooperative song, "Coyote disco" in the beginning of this year has been hot all over the net, become all kinds of earthy video BGM, the song derived from the "Coyote disco dance", also screened the short video platforms such as Shutterbugs, Shake Tone, including Luo Zhixiang, Wang Zulan, Chen He, and other celebrities have also joined the interaction.
Timothy Chen's "borrowing" of the Divine Comedy, from the recent Baidu index, did bring him nearly half a year on the popularity of a small peak, successfully harvested a lot of attention. Just one day "Coyote Disco" microblogging double hot search readings are over 100 million, QQ music peak soaring list first, and led to Timothy Chen's seven old songs all on the soaring list.
In recent years, there are not a few similar cases in which mainstream musicians have successfully aroused widespread attention by covering internet songs, and the "sinking marketing" dividend of the songs has gradually attracted more and more attention.
In the 2016 Oriental TV variety show "Heavenly Battle", Hua Chenyu's song "My Skateboarding Shoes 2016", a cover of an internet god song, became his most satisfying adaptation.
The original singer and author of "My Skateboard Shoes", Pang Mellang, is a young man from the southern county of Shaanxi, whose "rap" with a folksy, desolate accent was regarded by the public as ghostly and comical at the time, and thus became the center of discussion on the social network along with the song. Hua Chenyu rewrote the original rap rhythm in the program, plus his reinterpretation, we all feel that the song sounds less rustic. Flowers also because of this song "a battle to fame".
Before that, a virtual idol Luo Tianyi and Yan and jointly sang the "ordinary Disco" in 2015 hit the B station. At the end of that year, Hunan TV's New Year's Eve concert, Li Yuchun's cover of this "divine song" from the second yuan to the third yuan.
A few years later, in the "Singer" program, Wang Feng also changed the usual "leather pants Wang" image, boldly covered the song, not only that, in addition to covering this second Yuan Shenqiu, Wang Feng also covered the network red song "empty" in the program. Although his performance in the program was not particularly satisfactory, Wang Feng left a deep impression on the audience with these two covers, and his cover version was once popular.
In addition to artists, major commercial brands are also capitalizing on the diva's downstream marketing.
Last month, Suning's smart hardware brand "Suning Little Biu" was highlighted in the 818 Fever Shopping Festival through the "Divine Song Marketing" in the e-commerce shopping festival marketing. The MV titled "This Biu is twice as cool" was specially launched to adapt the song "twice as cool" released by Dazhang Wei in 2014 and reinterpreted it in the way of a beautiful choir.
The content of the MV is mainly based on the content of young people trolling, and the pop-up screen continues to scroll the various products of Suning small Biu. The MV released three days, the microblogging topic # is this Biu doubly cool # that is more than 56.5 million.
In the first half of the year, Starbucks also launched 3,000 new "cat's paw cups" in the stage of the highest popularity of the divine song "Learning to Catcall", which was sold out in less than a second. Previously, KFC in order to promote the new breakfast products, in the jittery voice, B station and other platforms launched a magical marketing song "Cheers Warrior", and designed a very Warrior tone "K record hats", but also in the microblogging initiated # Warrior dry bowl of congee # topic, in the driving force of a large number of KOLs, attracted a large number of users! Attention.
From "Northeasterners are all living thunderbolts" to "Mice Love Rice", from "Hip Swish Swish" to "Perfume Poison", and then to the emergence of "Disturbed", "Little Apple", "We're Not the Same" and other sacred songs, they are all the products of grassroots network culture, representing the needs of the mass consumer market at that time.
The audience for online sacred songs has also become more youthful due to the rise of short videos and other channels. That's why, Shenqiu has become one of the marketing methods chosen by many musicians and commercial brands who want to realize the emotional resonance with the mass consumer market.
In the past two years, whether it's Pinduoduo going public in the U.S., the rapid landing of fun headlines on NASDAQ, and the rapid development of fast hands, jittery sound and other platforms with mass traffic, all reflect the gradual sinking of the consumer market has become a general trend, and the same is true for music consumption. What's more, the sinking market has more heavy users of entertainment, which means that in the future, the sinking marketing with the typical content of "Divine Comedy" will be more common.
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