The old song "squeezed" changed the taste

Author | Editor Ding Qianwen | Fan Zhihui

For the excessive consumption of "old songs", the hemisphere has never stopped.

With the end of the fourth season of "Strange Story", many songs interspersed in the play have also returned to the tide. However, at the forefront of Billboard and even the first time, it is not the first time that the short -term video torrent of the old song cannot be blocked. On Tiktok, Kate Bush's "Running Up that Hill" has become a BGM that many bloggers use to shoot funny paragraphs, and their use scenarios appear in some large -scale short videos.

In the Mainland, Old Songs also face this issue. There are excess consumption of old songs due to the popularity of "Strange Story" as the main spoofing object, as well as the popularity of the drama in a certain period.

But is this a good thing for the old song?

Old song consumption is hot

In the past few years after the epidemic, it can be regarded as the "revival wave" of the world's old songs.

Recently, the work released by Kate Bush in 1985 "Running Up that Hill" has re -popularized the world through the fourth season of "Strange Story".

Not long ago, the BGM record also announced the acquisition of all the music libraries of Gong Li's husband Jean-Michel Jarre. This French e-music master who has nearly 550,000 listened to the crowd on Spotify on Spotify. After the century, it is still popular.

Here, Jay Chou also brought back the classic works released around the millennium around the top of the music platforms under the popularity of the new work. The seat, published in 2006, "Chapter 7 of the Night", even ranked one.

There are also virtual line technology to bring the dead singers back to the public to carry out a new round of old song "Memory Kill". For example, Deng Lijun has been "resurrected" many times in China to satisfy the nostalgic feelings of the public through the way of singing in the air, and at the same time, it also makes the old song return to the consumer market again.

This actually reflects the corner of the current record company, copyright company, investment fund and other parties for the competing for old song copyright. According to incomplete statistics, last year, the record companies and dozens of well -known musicians, including Bruce Springer, Bob Dylan, Neil Young, David Bowie, reached a classic copyright transaction, with a transaction volume of up to billions of dollars.

"Old Song Consumption" is also growing around the world. According to MBW statistics, in the first and second quarters of 2022, the total of 72.4%of the total domestic music consumption in the United States has an overwhelming audience.

Similarly, the same is true in the Chinese music market. According to the "2021 Douyin Data Report" released by Douyin last year, in the past year alone, about 100 million people searched for "old songs" in Douyin, and "Top Ten Nostalgic Smart Songs" spanned the 1980s in the 1980s. After the millennium, on the mainstream music platform, Jay Chou, Lin Junjie, Eason Chan and many other singers who have a "nostalgia" have been occupying the top of the list all year round.

For the audience, the old song also has the media role of connecting emotions before the epidemic, and is a social attribute. Compared to discovering, paying, listening, and sharing from the mainstream music platform, after the rise of the short video platform, it releases the spending power of the old song, and also makes it a certain extent a consumer product that is fast -food.

These listening games have also led to the consumption of classic old songs that have been misappropriated, deconstructed, and even lost their own situation under the Internet culture.

Old song "squeezed"

On the satellite TV or online platform, classic popular old songs are often "excessive consumption".

Whether it is a music variety show or a large -scale party, it has always been indispensable for the frequent appearance of classic old songs. For example, "One Plum" has been repeatedly adapted in the comprehensive programs such as "The Voices of the Flowing Singing" and "The Brother in the Thorns", which has also led to the frequent "crash" situation. The same songs make gimmicks, and the homogeneity is serious.

This behavior that "squeeze" the old song frequently as the show gimmick is not surprised by netizens as a comparison of the quality of the show; the adaptation effect is mainly to wipe out the original kernel of the old song. The evolution of the song to make a strong stage competition. The classic old song has also become a competition tool, and the audience is not simply buying the value of the value of the old song itself. Instead, it will produce the "spiritual consumption" strange circle of "spiritual consumption".

But the reason why classic old songs are classics is because it has a certain degree of popularity and singing in a certain period. On the current mainstream platform, continuous consumption with feelings has already become an old song that has long become a "familiar face", which will inevitably lead to the emergence of aesthetic fatigue. The cover of countless versions seems to be the opportunity to re -entertain the old song, but in fact, it is a programs such as the audio comprehensive. "Parasitic" product.

For the music industry, it will not surprise the development of original music. No matter how old songs are creative and over -consumption, they are "eating old books" in the final analysis. In addition to being able to feed countless sound comprehensive programs or social currencies that become short video platforms at the moment, it will not be avoided to experience cover, plagiarism, and adaptation. Light music, "squeezing" old songs, will also cause Chinese music creativity to shrink. But in the final analysis, excessive consumption old songs also mean that the attention and influence of old songs occupy a certain main position in the music market, and it has not been abandoned by the times, becoming a dusty pearl.

However, in the long run, some classic old songs that have been repeatedly "squeezed" are not long -term. After all, whether it is the market or consumers, it still needs the supply of original music. Aesthetic dilemma.

Has the old song changed?

In today's Internet era, the consumption of old songs is not completely driven by nostalgic factors. Instead, in the atmosphere of deconstruction, it has been given the deformation of subculture consumption.

The concept of "poaching" in Daily Life Practice is a metaphor for the relationship between readers and authors. It is a continuous struggle for the control of text ownership and meaning control. The subculture of the mobile Internet era is no longer a direct resistance, but a theft of its own culture through the "deconstruction" and "reconstruction" of mainstream culture. Under this, the symbolic significance of the old song is often mixed with the available two -way space after processing through the short video user, which is re -applied to creativity and deconstruction.

For example, in 2020, Fei Yuqing's "One Plum" became popular in China and even "out of the circle" overseas. After a ordinary user passed on the short video platform that he covered the "One Plum", due to his unpleasant singing, the "Mr. Egg" in the classic fairy tales of the English national fairy tale in the English national classic fairy tales was added. Under the two innovations of overseas netizens, this old song has also been abandoned the connotation of the original depiction of beautiful love, becoming a frequent hospitality of ghosts such as ghosts and beasts such as remarks. Among them, "snowflakes flutter, north wind Xiaoxiao" is a negative emotion such as remoteness, and upgraded to a common spoof BGM at home and abroad, and was applied to Meme.

The so -called Meme refers to the thoughts, behaviors or styles spread between people in the same cultural atmosphere. Popularly speaking, it is a "stalk", which is a popular Internet cultural gene that replicates and disseminate by derivative. And this is also the main source of many classic old songs being consumed.

The Queen band's "We will Rock You" has passed through Meme, and the song name and band have become the index of the uncivilized term "F ** K" output. For another example, the classic old song "Last Dance" who returned to the public's vision through the TV series "I Want to See You" also became a popular target for meme because of the lyrics that contain a large amount of emotional orientation, such as "so temporarily, temporarily put it temporarily "Your eyes closed" and so on.

It can be said that the old song is re -dismantled by the subculture represented by Meme, which meets the release of the spiritual needs of contemporary netizens, and is actually a consumption of social needs. In this sub -cultural consumption, the old song was interpreted as the directional significance of the meme. It also served as the function of social currency through mutual communication and resonance between generations.

In essence, the purpose of subculture consumption is to achieve emotional resonance for leisure and entertainment, and the old song is also because of its characteristics that can cause collective resonance, and it is more likely to become a topic of public discussion. This also gives the group with shared content, which can also do common behavior, so as to obtain group emotional pleasure.

To a certain extent, the old song brought by the subculture is similar to being reborn and consumed in the Internet black words. It has long lost its original context and has become a social tool with emotional value.

Conclusion

When we consume old songs, we mostly focus on popular and classic scope, which also leads to excessive consumption of some songs. However, to this day, the old -fashioned old songs that are still in the "unpopular" may have the opportunity to be brought into the public's vision.

Just like the "Finding the Sugar" who has won the best documentary of the Oscar Gold Award, American singer Rodgeris released two albums of cold encounters in the 1970s, but these two dusty albums instead have subsequently followed up In South Africa, it has become a popular masterpiece. Isn't this a new consumption of old songs?

For musicians, although old songs will bring nostalgic factors of generations due to time inspection, but this does not mean that the old song is "10,000 gold oil". If the remaining value of the old song is eaten, then then This is not only an over -consumption old song, but also the creative value of the musician itself.

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