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Can you still make money in this stressed summer?
New Pants, the champion, was invited back to the semi-finals of Le Xia. As the most commercially successful band of Le Xia Hou in the first season, Peng Lei told the band a big truth this time: "As long as you relax and show yourself well, everyone will make money in the future."

However, in fact, when the band sang "Life is Hot Because of You", the situation was different. Music rises and falls in summer, the slots are full and people collapse. Up to now, there is hardly a golden song with high singing degree.

Except for five people whose popularity has surpassed that of the program group, so far, the advertisements received by other bands are basically around Lexia sponsors such as Yogurt, BMW, Freedom, Shell and JD.COM.

Judging from the data and word-of-mouth broadcast to the top four, Lexia is basically overwhelmed, and I'm afraid it's hard for any band to embark on the road of variety band like New Pants.

But in my opinion, this is not a bad thing.

0 1

New Pants of Le Xia Hou.

On August 19 and 10, the first season of Lexia ended, and New Pants really won the first place in hot5. The vicious and humorous Peng Yan Peng Yu is deeply rooted in people's hearts. Peng Lei said that he would never take part in variety shows again.

But afterwards, what they are waiting for is an extremely tired but "profitable" performance tour, from music festivals all over the country, to the special performances of various sponsors in Lexia, to the annual meeting of the company, to the charity New Year's Eve, and to the seven tyrants, Hunan Satellite TV, singers and sisters who braved the wind and waves. ...

Weibo once said, stay away from the forbidden zone of indie music. Peng Lei of Hunan Satellite TV in the urban-rural fringe frequently went in and out of Changsha this year, as if she had settled down here.

They also received numerous advertisements for the first time, such as keep, IKEA, Nestle Coffee, Sprite, BMW and Shanghai Pudong Development Bank Credit Card ... The three people who acted according to the advertising script for the first time were always shy in front of the camera and even contributed a lot of failed and embarrassing expression management.

From JD. COM version of "Life is burning because of you", Sprite's "Never Quench Your Thirst", Lebao Beer's voyage to IKEA's "Don't ask me why I grew up" and Vanke's "Just don't compromise"

In the year after Le Xia, New Pants wrote a lot of commercial songs, and the only song that really belonged to them was "Where there is an open space, there are people dancing", which was written by Peng Lei when she was unable to go out during the epidemic.

New Pants, who has no new songs, sang the old songs that the audience liked many times on the stage, because most of the fans in the audience had never heard their other songs except the chorus "Life is hot because of you", "People without ideals are not sad" and "Erebati".

In variety shows outside of Lexia, from changing lyrics to various adaptations to match the tonality of variety shows, it often presents an embarrassing stage effect.

In "Sister Riding the Wind and Waves", this embarrassment is almost to the extreme: the dragon and tiger who were almost changed into cheerleading songs; Let's open the wheat together. "People who struggle for their ideals are just for love" and "not sad"; There is also a musical instrument "Don't ask me about disco+Trasky for a walk".

While we are glad that New Pants finally made money in front of the mainstream public, we also saw that in the past year, they drifted away from the rebellious and vicious band in Le Xia. Peng Lei finally admitted that now he finally understood that the income from making music was not as good as that of a small variety artist.

Every time a similar topic is discussed, there will always be some contemptuous abuse. The content is probably that the band should also make money to support their families. In fact, I have never opposed the band to make money, but the money earned by the band is actually ultimately paid by fans, and their works should be able to stand the fans' bill.

As a music fan, you should have the ability to polish your eyes and pay for good music. The market will be healthier if you spend money on good music. Lexia destroyed the equal relationship between independent musicians and fans to some extent, and created rock music of various stars.

02

What about those bands that didn't go to Lexia?

The scene that impressed me the most in the semi-final of Lexia was the moment when Li Jian pushed open the door and the camera slipped into the bedroom before the big waves.

Those musical instruments and computers that once appeared in the lens are not in an independent workspace. They were placed in Li Jian's bedroom, and his own bed, narrow and narrow, was placed in the corner of the room, accounting for less than a third of the room.

Li Jian said that he had lived here for ten years. In front of the camera, he sat on his bed, just like the king of his own small world, without any restraint. His ideal world is to make his own music quietly here.

It seems hard to imagine that Big Wave's fashionable songs and wonderful adaptations on the stage are all completed in such a small room, but this is completely understandable, because that small room is completely his world.

In fact, compared with those jokes about buying planes and cruise ships, perhaps Lexia's biggest role is to help talented musicians change to a slightly bigger house. Their loveliest place is that even though they live in a house of five square meters and drink instant coffee, they sing happy songs and never say a word "miserable" on the stage.

In this sense, Le Xia's star-making method has indeed brought some good independent music works to the public, and also given these musicians a more decent life. But the question is, what about the bands that didn't join Lexia?

Lexia won the popularity of a number of bands, but also divided the participating bands into more markets based on whether they participated in variety shows or not. From the rising ticket prices experienced by every fan, it is difficult to find a lineup of music festivals dominated by Lexia Band that has blossomed everywhere in the past two years.

Music summer makes some bands live well, but it also invisibly occupies the living space of those bands who don't enjoy music summer. Before the cake in the independent music market became bigger, it consumed too much nutrients. In the long run, when variety shows and a leading brand control the market, the free space of new professional bands will become smaller and smaller.

03

Lexia should not be the only outlet for indie music.

From wild children to Mandarin, the bands in the second season of Le Xia span a very large age, covering almost 20 years of bands in different eras in China. In this program, many old bands expressed their envy of the new band:

I have received a very good and systematic professional training in music, and I also have the money to buy high-quality equipment, as well as a relatively complete livehouse…… ... all over the country. ...

Another point is to have a happy summer. "Le Xia" made many independent musicians realize for the first time that a variety show can really accumulate popularity and fans in a month or two that they can't achieve in ten or twenty years of creation and tour.

But in fact, this mode of operation has long been popular in the more commercial pop song industry, and variety shows have long been a common way for pop singers and record companies to play songs. In essence, variety shows are actually a link in the commercial chain of the whole music industry. It is almost impossible to blindly pursue variety shows and give up their commercial attributes.

(pay attention to this picture. Peng Lei's original words are: Every band actually comes here for a simple purpose. The guilty program group lost the word "purpose" when making subtitles. )

However, when the same model is applied to independent music that pursues individuality experiment and real emotional expression, the exquisite, entertaining and even false industrialized production routines produced by business will inevitably conflict with the spiritual core of independent music.

If we say that everything in the first season of Le Xia is still groping and has not been pegged by many people with commercial purposes, the performance of this conflict is not obvious, then many slots in the second season are actually brought about by the inadaptability after suddenly entering the commercial chain.

This problem can't be solved by the band teaching the audience in front of the camera. The program group thinks it's smart. What it actually needs is that the program group should make greater efforts behind the scenes to balance the commercial value and content production of the program, instead of describing everyone's doubts as public opinion tends to accept simple answers.

(It is normal for this seemingly reasonable statement to come from the mouth of onlookers, but as the founder of Mi Gu and the top executive of the program group, if Xu himself can't tell whether those are definitely right or wrong, who else can make this confusing story clear? )

In fact, as the first variety show with the theme of band in China, it is normal that Lexia has many shortcomings, because the whole variety show with this theme is not mature at present. We can see various problems by comparing Our Band and Our Band, and the results of these two programs after the broadcast of Le Xia are the same. After all, Lexia can at least let you watch.

Lexia should not be the only outlet for indie music. This sentence is not aimed at Lexia, but only when the channels for independent music to come out are perfect, so that bands can have more outlets to show themselves outside variety shows and get more recommendations and resources, can the independent music market develop healthily.

Although "Lexia" is very poor, it reminds everyone and urges more people to think about how to make variety shows with independent music themes and how to balance the quality of business and content. Besides variety shows, are there any other possibilities for the band? Can those popular variety bands continue to do what they like to make money?

The answers to these questions are very complicated. They are not only related to the music market, but also to the music aesthetics of a generation. It may take a long time, and many people will answer, but I am still looking forward to it. Its future is bright.