Reboot 2003

Chapter 117 024: Spiral of Silence Theory

Looking at Li Jian, who was in a daze with his face on his desk, everyone felt that their own values ​​were also subverted. Of course, Chen Qin was also surprised by this, after all, his backhands were useless.

Today's music circle is indeed still behind him in the field of digital music. Previous copyright retention and now seizing new content tracks are all temporary advantages brought by Future Vision. However, Chen Qin himself is not an expert in procurement and content creation. He prefers to use commercial operations to achieve his goals.

In the entertainment industry, business operations are also an integral part—in the entertainment industry in the past, selling records was a business operation, holding concerts was a business operation, bringing popularity through the resources at hand, participating in events, and linking with other industries were business operations.

But these are just basic business operations, just like the objective questions on an examination paper. In addition, there are actually more difficult subjective questions and multiple choice questions.

Just like some scandals that seem to come at the right time, some deliberately triggered public relations bombs, and a controversial current event linkage. At the current stage when the entertainment industry has entered a mature stage, these operations have surpassed the scope that ordinary people can understand. However, to be an excellent agent, it seems that dealing with these elements is inevitable.

In the field of the Internet, most of these situations are similar; although the entertainment industry has changed platforms, many things have changed.Even the Internet celebrity brokerage company in 2023 is nothing more than the old three of packaging, drainage, and realization.

However, judging from the results, the biggest difference between the traditional entertainment industry and the Internet lies in the way of communication. Internet celebrities need traffic, while traditional stars need attention. The two things look the same, but they are actually very different. The Internet is more interactive and comprehensive. Most of the brand building on the Internet needs to abide by some different game rules from the past...

Therefore, although the number of downloads of the CRBT of "Where Are We Going, Dad" is already very good, the follow-up operations still started as planned.

The first thing that comes to mind is... soft article promotion, hype.

The previous hard advertisements are actually already being played. From the perspective of ordinary people, it seems that as long as the advertisements are written softly and without traces, they are soft articles... However, in the media field, advertisements actually have two dimensions. The first is of course traffic. It is enough to let the right people see it.

The other is brand image. This is actually the path taken by traditional media. Traditional media does not have a direct sales portal. It wants to make everyone think that the product is good, and then buy it for themselves. Of course, this road seems a bit backward now. Because of this, since the birth of online advertising, the conversion efficiency of online advertising has been much higher than that of TV advertising.

But even so, brand image is also very important. Many products use TV, magazines and offline advertisements to establish their brand image, and then use online advertisements to complete the transformation, so as to truly improve the promotion efficiency.

The same is true for music. In addition to the charts, music must also be famous elsewhere in order to be commercially promoted on a wider scale.

Now the company does not have a TV channel, but it just so happens that a new media talent hired by the company has worked as a reporter, and he went to find some relevant contacts at the service provider, and then made an appointment with a professor from a university in Shanghai, asking him to talk about the recently emerging online music.

The professor criticized pop music once before, and he didn't even like Jay Chou. This time, the reporter invited him to talk about online music, and the professor... seems to have a good evaluation.

He systematically talked about the problems faced by online art creation, the problem that practitioners are more enthusiastic but not professional enough, and he also said that relevant units should strengthen supervision and support, etc... such a caricature.

The reporter asked him to talk more deeply, so please criticize him, don't be merciless.

He also brought up three examples of the recent CRBT fire, one is "The First Snow in 2002", the other is "Mice Love Rice", and the other is "Where Are We Going, Dad".

The professor could only talk about it reluctantly. Folk music is one of the biggest schools of academic music. Of course, the professor would not criticize "The First Snow in 2002", and then he could only talk about "Where Are We Going, Dad" and "Mice Love Rice".

The next day, a special report appeared on several cooperative online media.

[Online music is hot and controversial?Professor of Shanghai Opera: "Where Are You Going, Dad" and "Mice Love Rice" lack musical depth]

Today's mobile value-added services are the lifeblood of major web portals, and it is in their interest to expand the influence of the CRBT market.

In short, it didn't take much effort to get this report published on the news page of the portal, and spent money to buy some traditional paper media pages-in fact, academic music has never had any direct hostility to online music, and of course they have no special interest in paying attention to it.

Interested parties probably thought it was some kind of gimmick, but they didn't think about it carefully. Of course, the pure black and red enthusiasm is also enthusiasm. If it's just this, it's probably worth the fare.

However, music is a field where cultural attributes are more important, and the black and red line is not very useful here, especially when it comes to the quality of music products themselves, it is still necessary to compete for the right to speak in the cultural field.

And Chen Qin did this...the reason is not complicated, and of course there is no complicated plan.

In the field of traditional communication, there is a basic concept called the "Spiral of Silence Theory". That is to say, in the public domain, professional and powerful voices will form a scale, and those opposing and weak individuals will often choose not to express their opinions and be involved in the powerful voices.

But on the Internet platform, this principle is no longer applicable. Judging from future practical experience, the rule here on the Internet is an 'anti-silence spiral', which means that too strong a voice will push silent neutrals to the side of opponents.

So although the interest factor of this report is quite obvious... a little research on the relationship between Galaxy Software and "Where Are We Going, Dad" shows that there is a built-in song in the latest version of Galaxy Video and the newly updated Galaxy Music.

However, the initial report was not an obvious "Wang Po sells melons", and everyone has never seen an example of anyone spending money to scold their own products.

So everyone started to discuss with confidence. After several days of discussions in forums, news stations and various places, although the wind direction is quite different, and there are many people with different opinions, the general impression is the same——

It’s just that these two songs are really not deep enough, but everyone just listen to them casually, why do you care about so much.

And if you look at "Where Are You Going, Dad", it is a nursery rhyme, and it is much more interesting than ordinary nursery rhymes. Have you listened to it deeply?

Although the scale of the discussion was not very large, judging from the feedback, the advertising effect was achieved. In addition, everyone seemed to be subtly accepting the 'fact' that "Where Are We Going, Dad" is the same level of music as "Mice Love Rice" and "The First Snow in 2002", and it was quite commercially successful.

And this concept is reflected in the number of downloads. At the end of May, "Where Are We Going, Dad" has entered the first group of downloads, not only surpassing the previous download list predecessors, but also catching up with "Our Love". The only one ahead of it is "The First Snow in 2002".

Not only that.

To promote a cultural product to the public eye, skill is of course a very important factor, and content is of course the starting point of everything.

But there is also 'packaging'. Moderate commercial packaging can improve marketing efficiency. For cultural products such as music, which has a strong emotional appeal, it is also very important to have an empathetic background story. This story does not need to be complicated or tragic, but its role is immeasurable. It just so happens that Chen Qin has already prepared here...

(End of this chapter)