How about the new business of entertainment stars entering the Internet industry?

Nowadays, it is nothing new for entertainment stars to join the Internet, and the economic benefits released by stars after entering the Internet industry have attracted the attention of the industry again and again.

A few days ago, Miwei Media, which started its business less than half a year ago, announced that its valuation reached 2 billion yuan after completing the A round of financing. It is understood that Miwei Media was founded in September 215 by Ma Dong, a former well-known host of CCTV, Hunan Satellite TV and former chief content officer of iQiyi. After five months of establishment, the valuation has doubled, and people have to sigh that the stars are involved in the wealth creation ability of the Internet industry.

Huang Xiaoming, Li Bingbing and Ren Quan jointly established the venture capital institution "Star VC" to set foot in Internet venture capital, and Zhao Wei and her husband Huang Youlong invested in Alibaba Pictures, becoming the second largest shareholder of Alibaba Pictures; From Gao Xiaosong, He Jiong and Song Ke joining Ali Music, to Ma Dong starting his own new Internet media after joining iQiyi, and then launching his own Internet music platform in Wang Feng, the roles of these celebrities in the cultural and performing arts circle have changed, reflecting a new trend in the field of "internet plus cultural industry", that is, the cooperation between them is no longer confined to the traditional mode that Internet companies invite celebrity artists to endorse or tap the "fan economy" with their influence, and they are combined with "intellectual creation" of a new network cultural form.

Stars enter the Internet and run content businesses

It has become a trend for entertainment stars to cross the border and enter the Internet field.

On July 15th, 215, Alibaba Group announced the establishment of Ali Music Group, with Gao Xiaosong as the chairman and Song Ke as the CEO；. On December 29th of the same year, He Jiong served as the chief content officer of Ali Music as a part-time job, and Gao Xiaosong joked on Weibo that the trio had formed an "iron triangle". In January of this year, QQ Music announced Wang Leehom's strategic joining in a high-profile manner, and tailored a "superstar customization plan" for it; In March, it was revealed that Li Xiang, a well-known host who left Shenzhen Satellite TV soon, would join Qihoo 36 as the company's vice president and chief content officer, in charge of film and television and related content business ... Long before Li Xiang, at the end of 212, Ma Dong switched from a CCTV host to the video site iQiyi, and became the chief content officer, leading to the production of a series of original programs such as "Qipa Shuo" and "Tomb Raider Notes".

Different from Deng Chao's earlier job as product manager of Changhong, Angelababy's job as chief fashion officer of Beauty Talk HIGO and Han Geng's job as chief media officer of Shangzhuang.com, both Ma Dong and He Jiong's cross-border Internet companies hold positions related to content production, and it is also rumored that Li Xiang joined Qihoo 36. Gao Xiaosong, Song Ke and others, although their positions seem to have little connection with the content, it is understood that after Gao Xiaosong joined Ali Music, most of the information related to Ali Music presented in Weibo revolved around how to make Ali Music a content leader in the industry.

Indeed, leading the production of content has become the key point for the current performing stars to "touch the net". When talking about He Jiong's joining Ali Music, Gao Xiaosong once said: "He Jiong didn't come with resources, but with his thinking." He hoped that the outside world would not regard He Jiong's joining Ali Music as just a docking of resources between the entertainment circle and the Internet circle. At the same time, he also deliberately corrected the view that Ali music was compared to "Taobao of the music industry", but called it "the largest music platform in the world" with the aim of "helping everyone in the music industry to do business".

"create content" and "do business", these keywords have already reflected that entertainment stars will "go through the file" in the Internet industry, which will no longer be a show, but will run a real content business.

"mr. six" temperament and acting experience become the capital of joining

Ma Dong's joining in iQiyi is considered by the industry as a turning point in the development of celebrity artists and the Internet. During more than two years as the chief content officer of iQiyi, Ma Dong participated in the process of content differentiation and the rise of self-made content on the video website, and became the "content primitive" of the whole online drama of iQiyi. When he left his job to start a business, his "content primitive man", which he often talked about, had a clearer positioning. It is reported that Miwei Media has more than 4 content creation teams, and almost all of them have worked in the TV industry. Therefore, from the outside world, behind the cross-border Internet of traditional entertainers, it is actually the rhythm for professionals in the traditional cultural and creative industries to collectively enter the Internet platform.

"You need a lot of' mr. six' of traditional entertainment industry. Mr. six's definition is to know the ins and outs of all resources. Their fighting strength may not be as strong as that of young people, but they can tell their brothers where to go and where not to go. " Gao Xiaosong's comments on He Jiong's joining also pointed out the role and purpose of the traditional entertainment industry practitioners in transforming the development of the Internet.

It is reported that after Ma Dong left his post, iQiyi introduced Zheng Wei, the former deputy director of CCTV Financial Channel, as its chief information officer.

"This is actually a result of internet plus's traditional literary creation." Insiders said: "The Internet industry has only been developing for more than ten years, and its technical development achievements are impressive, but its performance in the field of cultural creativity is not satisfactory, which is largely due to the lack of experience. The introduction of senior cultural and creative people can provide acceleration for them. "

Of course, this kind of acceleration not only acts on the mature online cultural and creative platform, but also acts on the entrepreneurial team. For example, Luo Zhenyu, the founder of the self-media talk show "Luo Ji Thinking" with millions of fans, was also a well-known producer of CCTV. In October last year, Luo Ji Thinking announced that it had obtained the B round of financing with a valuation of 1.32 billion yuan. In the eyes of the industry, it is precisely because they have "rich enough experience, a deep grasp of the audience's psychology, and the craftsmanship of the programs they have produced" that they have achieved their transformation from the traditional cultural field to the new field of the Internet with the help of the new opportunity of "internet plus Wenchuang" industry.

cooperating with "intellectual creation" of original content products

"After a large amount of funds from BAT entered the music industry, no player has done better in this fight. The upstream copyright party has not introduced good artists and good songs. This is a ridiculous thing. " In Gao Xiaosong's view, the domestic online music industry is still in the "Stone Age", which actually reflects the embarrassing situation of the whole online culture in terms of creativity.

In order to solve the problem of insufficient blood supply in the field of online culture and creativity, in 28, Youku launched a "Lily Plan", which cooperated with hundreds of first-line media in brand, content and marketing, especially with nearly 3 provincial TV stations to establish special or long-term content sharing cooperation, so as to solve the situation of low level of original works and lack of genuine film and television works on its own platform. Similar plans have also appeared on other video sharing platforms, but the results are not satisfactory.

In p>29, due to its lack of grand network in cultural content manufacturing, it established Shengshi Film Media Company together with Hunan Satellite TV, and invited Long Danni, a well-known talent show producer of Hunan Satellite TV, to join us, but the cooperation ended in vain. Some insiders once thought that the deep reason leading to the final abortion of this cooperation is that the content produced by the cooperation between the traditional film and television platform and the online platform is difficult to meet the needs because of the differences in audience attributes, content positioning, communication methods, profit model and many other aspects. The most direct way for the Internet platform to cooperate with the traditional cultural and creative platform to produce content resources is also considered to be difficult to succeed. As a result, under the influence of many factors, such as the increasingly standardized copyright protection in China, the genuine dissemination of cultural content such as music and literature in film and television dramas has become the mainstream of the industry, the content solution left for the network cultural creative platform has become more and more clear-introducing traditional creative "professional managers" and "intellectual creation" as their own original boutique. On this basis, the traditional way, with the help of star appeal, according to the characteristics of network culture packaging, in a short time to maximize the efficiency of the successful operation of network cultural content. The success of a large number of online variety shows and online dramas, such as Qipa Shuo, Xiao Shuo, Tomb Raider Notes, and 1, Cold Jokes, are all small experiments in differentiated competition with traditional cultural industries through such operations.