Can the flourishing rap labels support the expectation that “China is becoming the world’s largest hip-hop market”?
Original Title: Can the flourishing rap labels support the expectation that “China is becoming the world’s largest hip-hop market”?
Author /jony editor / eighteen child
“SKR, SKR…” This summer rap led the trend of “SKR” occupation. After dinner, make an appointment, send friends circle “skr”; stay up late and work overtime to say “skr”; participate in a long-lost fitness, also send a “skr”.
Remote recall, last year’s today, we are still “freestyle”. Rap is coming from underground and entering the public field for two years. The most intuitive response to the mapping to rapper was a 50-fold jump in attendance fees from 8,000 yuan to 400,000 games.
Sitting in front of the screen, we see the vigorous little brothers such as Wang Qiming, Ai Ge, Manshuk, etc. Behind them, it is rap labels that support them along the way.
For example, MDSK rap labels owned by mainstream music companies like Modern Sky; Hey Hoo rap labels run by companies like Hey Hoo; GOSH and CDC rap halls that were dormant underground.
After two years of market baptism, how has the rap brand changed? Will the industrial chain structure be restructured? ID: Yulezibenlun combs the labels behind 72 rappers of China’s New Rapper, trying to figure out the development of the labels.
The 26 brands are blooming and stylized.
According to the labels behind the 72 rappers, Xiao Entertainment combed out 26 labels, of which Beijing, Chengdu and Guangzhou are the most popular. The music style covers Trap, old school, new school, BoomBap and other musical styles.
The analysis of the puffer finds that although the development of the Internet makes the differences between different regions gradually shorten, different regions have formed their own unique rap styles.
Generally speaking, the geographical location of Sichuan and Chongqing region is relatively closed, contact with hiphop music later than the northern Shangguang and other cities, the style of trap music; while the southern front-line cities are mostly old school, BoomBap more hard core style.
It is worth mentioning that music in Xinjiang is naturally inclusive because of the long-term coexistence of the Hui and Uygur nationalities with the Han nationalities. Like Nawuk Hot Flow, the speed of word switching is unparalleled; Ai Ge uses a lot of national melodies, strong appeal, of course, like “AIR” this relatively hard rock style, he can easily control.
In terms of quantity, the development of regional rap brands is also uneven. Small entertainment “rapper”, “rapper” key words Statistics of the first-tier cities “Beijing, Shanghai, Guangzhou, Shenzhen”, second-tier cities “Chengdu, Chongqing, Changsha, Xi’an” and third-tier cities “Urumqi” as a sample, a summary of the various brands.
Beijing, Guangzhou, Urumqi can be called the first camp, the number of license plates more than 160; Shanghai, Chengdu ranked the second echelon, the number of license plates around 50; Chongqing, Xi’an in the third camp, the number of license plates nearly 30; Changsha in the fourth echelon, the number of license plates less than 10.
Overall, the number of nationwide rap brands is nearly 300.
Various exhibition fist, brand diversification hematopoiesis
“Don’t be afraid of rascals being educated, just be afraid of rapper telling love stories,” the last two weeks hit your careful “Planet Fall” the remaining temperature has not left, most netizens began to discuss, in the end, what kind of factory brand can discover, cultivate Ai Ge and Li Jialong such singers.
AI heat is the rapper of Shenzhen’s hi roar banner, which has been conquered by melodic rap. Li Jialong is the rapper of Xiamen’s brand.
Small entertainment carding found that there are three kinds of rap brands:
One is the MDSK rap label owned by mainstream music companies like Modern Sky, which has a mature brokerage system and offline festivals.
In addition to conventional artist brokers, offline performances, and licensing of audio and video rights, MDSK has invested in the documentary Forgive Me for Being blunt, which reflects the survival of rapper in Northwest China and has been sold to Tencent.
“We’ve invested a lot, a lot of money, and in fact, the copyright of documentary videos doesn’t have that high value in China. It doesn’t have a relatively standardized market price like audio copyright,” Yarnon, MDSK manager, told Entertainment Capital.
At the revenue level, it is mainly based on artists’ brokers and performances. Other forms of revenue, such as documentaries and the “zero” brand that will be launched at the end of the year, are still in the pipeline.
Next is the new roaring company like “Hi roar”. Relying on the resources of the parent company, the commercialization path is relatively diversified, in addition to the regular music copyright authorization, offline tours, music festivals, as well as artist brokers (film and television music), hip-hop town, Bimai Music Festival and other diversified business.
In fact, long before Ai Ge decided to take part in “China’s New Rap”, Hey Hoo helped Ai Ge to receive the episode of the Chinese animated film “Wind Speak Curse” called “Wind Speech Painting”. Obviously, hey roar did not keep AI hot in the hiphop circle, but let him develop in the mainstream direction.
Unlike most of the rap label team members from the hiphop circle, Tang Yongzeng, director of Hey Hoo label, has worked for mainstream music companies such as Taihe Maitian, Warner and Tianyu Media. Therefore, hey roar brand will take the initiative to contact and embrace some mainstream music cooperation. In addition, hey roar team will also make planning needs, according to rapper’s personality and music attributes to make personal settings.
“At that time I went back to Beijing to find Lao Song (Song Ke) to recommend Ai, you see this is the year of Park Shu, just a rap version.” Tang Yong, the head of the factory, recalled. The team is currently looking for a chance to sing popular movie and television theme songs like Warwolf 3 and Red Sea Action 2.
Furthermore, the local rap labels represented by GOSH, CDC rap hall and Sup music are commercialized mainly through copyright authorization, offline tours and participation in music festivals.
Brand licensing will become the direction of future industry development.
Although rap seems to be an upward trend, but it moves from the ground to the ground, the loss of core staff is also the problem faced by many local brand team, and some even the entire team was incorporated into the mainstream music company.
For example, GAI, the soul of GOSH, went to Door & amp; Key, founded by Liu Zhou, music director of China’s New Rap, and the Safflower Club was packed into MDSK, which is owned by Modern Sky.
Some people think that these brands will become the hiphop division of Internet companies; others think that they will become independent brand companies, providing talent for Internet companies; or relying on the original resources, brand company operation.
It’s a big trend for local brands to be embraced by big companies, but that’s not necessarily a bad thing, according to MDSK manager Arnon. If the upstream investor is a formal company, this is beneficial to the normalization of the plant brand, but also a very normal path of capital market development.
But Max Ma Jun does not think that “the brand does not necessarily have to be thrown into the arms of large companies, but must operate as a company.” It can be a bridge between large companies and local rappers, serving as an intermediary, not a terminal, to nurture new people and foster trust.
The current operation of the brand seems to be the direction of the brand company, the brand is still in the strategic investment period. They hope that the artist brokerage business with Aire as the core, Hey Hoo Town, music live show revenue ratio is 1:1:1.
In addition, there are new players like NetEase cloud music and Taihe music. According to Xiao Yue, they are also striving to build their own rap labels.
Internationally, as early as the first half of 2017, statistics show that hip-hop music (including rhythm and blues) has become the most mainstream type, accounting for a quarter of the market share. This is the first time that hip-hop has become the most popular music since 1992.
Looking back on the development of the domestic music field, with the rapid emergence of minority music, rap industry prospects for development may be worth looking forward to.
Editor in chief: