Jewel's uncle, Pecotis, is a strange elephant in the circle! What are the chaos in the rap circle?

With the launch of the first issue of the Iqiyi video "China New Rap Summit", rap culture and art are in full swing in the mainstream media.

In addition to OGs, such as Hot Dog Sausage, GAI and Yu Sheng, which have established their positions in the industry, there are also many contestants, such as Capper and YoRoll, who can be called "sponsors of the alliance (brand)". On the other hand, it has been some time since the second season of "Rap New Generation", and the registration channel has been opened, and it is currently being recorded.

Even so, after two variety shows of rap, the rap circle in China is now facing an embarrassing situation: rap has entered the fifth year of popularity, and the outcrop rate of familiar faces is much higher than that of newcomers.

However, in addition to variety shows, along with the gradual landing of rap, many unique rap club activities in colleges and universities have become "the foundation of the day after tomorrow", which has set off a Cypher craze in colleges and universities. It can be said that college rap is nothing new.

In 20 17, iqiyi released "China Hip-hop", announcing that this subculture would be introduced to the world, which triggered user comments and a "rap craze" in Qi Fei. At that time, rap was still growing underground, but under irrigation, it could be described as "pulling out the seedlings and fueling them." Since then, Iqiyi Video has produced a series of redone products of China New Rap and Youth Rap Planning, and Iqiyi has also released Rap Listen to Me, and the only high-scoring variety show with Yan Min's participation, Rap New Generation, with a rating of 9. 1.

However, with the year after year of Water in a Dream, the rap variety show is like a super idol talent show, full of "braised pork" and cannot be updated at the same time. The overall user evaluation attention and discussion topics are also more and more year by year. For example, "Rap New Generation" received a high user evaluation, but in the same year, the user evaluation of "China New Rap" was only 4.4 points, and the number of hits was twice that of the former; No one cares about Listen to Me, so that the winner of the second season arrived early in the morning at this year's China New Rap Summit, which even made many contestants and netizens feel strange.

In addition, rap also faces a chain reaction caused by underground verification and control improvement. When the rap variety show rejected Diss and vulgar specific content, underground events with freestyle as the soul of improvisation were also stopped for rectification. For example, Eight Miles Underground was cancelled several times from 20 18 to 20 19 because of the wording of freestyle attack ability. Since then, it has been renamed eight miles, and the freestyle project has been changed to a writing competition, and its glory has ceased to exist.

In addition, post rappers are slowly becoming stars. Up to now, rap, a subdivided runway, has built a complete business operation model, which is comfortable in industrial development and operation. After gaining a certain degree of attention, rappers began to arrange the overall artistic management reasonably. Whether it is fans or business reception, they are good at selecting artists with fixed delivery to manage. For example, Jiang, a leader in rap, signed contracts with Diamond, Liang Bo and Chen under the group. It is worth mentioning that the signing subject is not the fourth song of the rap brand of the group.

However, the overheated market, the differences between brands and stars and the overall planning level are still in the hands of talking and singing. For example, the rapper Doggie, who was born in "Rap New Generation", was separated from the former brand Miaobrainwave due to work problems, which led to the termination of the contract. Now he has signed a contract with Long Tao Entertainment, a subsidiary of Z.TAO. In addition, the change of rapper's identity and living conditions has also made many rappers enter the comfort zone. On the premise of endless negative emotions, intermittent writing has also caused complacency or plagiarism, and it is difficult to find excellent works.

In the process of rapper's popularity, the rap sales market is also dominated by enthusiasts, and gradually presents a trend of rice circle. The most obvious performance is that rap circles have behaviors such as judging, shooting, powder-black confrontation, stepping on, etc. For example, Ying Yuanhui, a fan of Jiang, has a mind map of judgment. However, Livehouse, the warming of concert tickets, the high-priced speculation of scalpers, and rapper's performance tickets are generally higher than those of the orchestra circle, all of which are hurt to some extent by the rap circle.

According to the 20021White Paper on China Rap Music released by Ai Media Consulting, more people got brand endorsements and advertisements last year, including 33 or more rappers from Idol Trainee and 15 commercial performances. Secondly, Jiang, Jiang, Jiang and Jiang have five advertisements and eight commercial performances.

It can be seen that rap culture and art also developed in pain during the five years from underground to the ground. But at the same time, there is inevitably a long-standing problem that cannot be avoided in any industry, and the urgent demand has not been brought into vitality by the new forces that have been "suddenly beaten" by the market.

On the one hand, rap in colleges and universities is gradually favored by comprehensive service platforms. For example, 20 18 "China new rap" began to hold qualifiers in colleges and universities to transport college students to participate; However, last year, "Youth Rap Planning" set the age at 18-24, and discovered new rappers after 00, most of whom were students.

Although voice synthesis is supported, because college students are basically ordinary and fresh faces, their popularity is limited to some extent, and both the number of clicks and the degree of discussion are still very small. Take Capper, the champion of Youth Rap Planning, as an example. Although the post-00 rap banner has been raised, the market influence level still needs to be strengthened, and it has not reached the popularity of previous rap champions.

On the other hand, after the "clean-up action", music websites and underground rap events also got rid of the original sound synthesis method, and explored effective cooperation ways to hold rap events for college students. Gradually, in 2020, QQ Music and 8 kilometers underground jointly held the "College Rap Open", Golden Melody, NEWCALL, TurnUP Rap Competition and other events, which also added favorable newcomers to college rap. The music producer plan of the music website and the UP main support plan of the Mile Mile Music Zone have brought another positive exposure for rap in colleges and universities.

In addition, a large number of rap brands have also started plans to find new people to fill in, focusing on various universities and giving system software modeling. For example, Yuan, who participated in the variety show "Black Fear Girl", is a post-00 student who was discovered as a new generation of female rapper by the brand of YellowGang.

Under this condition, the generation after 00 has also become the backbone of rap creation. According to "China Rap Music Report" released by Netease Music (hereinafter referred to as "Report"), rap music producers in China after 00 account for more than three quarters. Specifically, in 20 18, Peking University founded the "rap club of the Reform Movement of 1898" for the first time, and Tsinghua University used the national rhyme to rap Seyfu's Road to Shui Mu, which attracted attention.

From 20 19, rap club activities began in Wuhan University, Nanjing University and other universities, until 2020 is about to usher in a blowout period. There are works from 985, 2 1 1 schools to post colleges. According to incomplete statistics, about 60 Cypher works were published that year.

Most of these new-generation college rappers have gained something from music score to MV production, and their skills are not inferior to those of later rappers. For example, the Cypher book published by Wuhan Institute of Media and Communication in 2020 was praised by rapper AThree as "this is the real baseline" in the variety show "Hey after school" behind NEWCALL in 202 1.

However, in terms of theme style, college rappers also broke the prejudice of "middle school rap" and focused on "cultural and artistic rap". According to the Report, the superficial fame and fortune topics such as money and luxury cars are obviously reduced in the post-00 rap, while Guo Yun rap and its dreams, social problems, school life and women are increased, with more diverse theme styles, more diverse specific contents and strong regional characteristics.

Among them, there are also a group of top university rappers who mainly play word games. For example, in 2020, Sefer's book The Moon and the Cross published by Wuhan University took the COVID-19 epidemic as the background, and integrated it into the university, social development and its discussion on people. Sefer of National University of Defense Technology's book "Hot" focuses on the ambitions and ideals of military students.

And foreign China-born post-00 college students are also active in foreign rap circles and have a certain audience. For example, Spellan, an American student with 572,000 fans in Mile Mile, took a place in the vertical rap of Mile Mile's popular music last year.

Generally speaking, we can see that the college rap after 00 has an atmosphere no less than that of the rap circle. The addition of this new force also constitutes a benign green ecosystem to a certain extent, which promotes the continuous development of rap field.