"Sound Like Summer Flower": "Long and short straight" fusion experiments, the dual exploration of variety production and the development of talents

In recent years, the online live broadcast industry has developed rapidly. As of February 2022, the number of online live users in my country reached 703 million, accounting for 68.2%of the overall netizens. The popularity of webcasting has opened up new dream room for many ordinary people. They show diversified charm through live broadcast, gain the attention of the public, and achieve their own value.

As a leading platform for webcasting, Kuaishou has cultivated a large number of online anchors in recent years. Music anchors are the fields of its focus. With the help of the music Slang Plains plan and double -clicking music plan, it provides multiple support for music anchors. Recently, Kuaishou launched the first music female anchor growth reality show "Sound Like a Summer Flower". Compared with the past music talent variety shows, the biggest feature of this program is that it has been from the casting, training methods, and communication media. All aspects all echo the increasingly diversified social and cultural context, and reflect the distinctive times.

Diversity aesthetics:

Breaking the stereotype, everyone can embrace their dreams

In the past, most talent programs adopted the "star" casting standards. Players often have outstanding appearance and excessive talent, but it is easy to cause the show's aesthetic monocularization. And "Sound like a summer flower" upholds a diversified casting standard, allowing the public to see every woman who work hard has a gorgeous color like summer flower.

The 30 female anchors in the show are selected from the fast -moving platform. They have different identities such as professional singers, doctoral students, musical actors, and former female group captains. They also have a large leap in their age.

/>

This way of breaking the conventional casting brings a sense of freshness to users, and there is a certain challenge, and even the anchor has some concerns. For example, the anchor master said in the first episode: "I see 30 of 30 The younger sister immediately came up with the idea of ​​retirement. "But with the process of the show, the characteristics of the anchors were continuously enlarged, and the value and significance of fast -handed the value and significance of diversified aesthetics became more prominent.

The fourth phase of "Hundred Flowers Putting Style Night", the singer from the manager Yang Yanlin's team Jingjing, Yinhuo, Sanna, Cao Lanxi brought a "Crazy waves", and passed 30+ women with excellent stage expression. His self -confidence and love for dreams have been loved by the audience at the scene, and the manager Wang Suzheng was rated as "the best work so far."

After the performance, Jingjing expressed the growth I got in the show: "I used to feel inferior and trouble because of my figure, but when I came here, I would like to tell everyone that it doesn't matter if we are fat and thin. . "Silver Huohuo talked the common voice of the members:" We are the representative of 30+ sisters. They used to have dreams and are still chasing dreams. I hope everyone can give 30+ women a chance. "The anchors were on the stage. The diverse appearance and self -expression of the top encourage those ordinary people who are also troubled by age and figure to brave their dreams. "Sound like a summer flower" is different from the previous portrait portrait of the past. It is a real mapping of the real society, and it is also based on the community ecology of Kuaishou itself. Like the new brand Slogan, which is "embracing every kind of life", the platform encourages everyone to hug life itself enthusiastically and bravely. Everyone can show their talent in the fast hand and be seen and appreciated equally.

Multi -dimensional development:

Refresh the industry standards and establish an example of an anchor output channel for example

What should be the standard of high -quality music anchors? This is a problem that "Summer Like Summer Flowers" has been trying to explore since the project is based, and it is also the core clue that constitutes this program.

From the perspective of the industry, as a new type of occupation, online anchors are actually quite thresholds. Talent, interaction ability, affinity, and appeal are important parts of considering the professionalism of anchor. With the increasingly mature industry and a large number of newcomers influx, practitioners urgently need to improve their professional literacy to enhance competitiveness.

From an external environment, national policies have also put forward higher requirements for practitioners. In 2022, the State Administration of Radio and Television and the Ministry of Culture and Tourism jointly issued the "Specifications for the Conduct of Network anchors", proposing that online anchors should adhere to the quality of healthy style, guide users to interact with and rational expression, and require all relevant industry associations to strengthen guidance, establish and improve and improve Network anchor credit evaluation system, further improve industry norms and self -discipline conventions.

It is based on the insights of industry development and user needs that Kuaishou actively responds to national policies, and launched "Sounds Like Summer Flowers" to help anchors develop in the direction of professionalization, and explore a benign mechanism and ecology of the establishment of a platform and anchor.

The program will select and cultivate outstanding music anchors as the core goals. Through different scenes such as reality shows and music stages, they will cultivate their literacy, expression, singing, and stage creativity to achieve multiple empowerment of platform anchors. The setting of each task link in the show is to cultivate an excellent music anchor to close the capabilities required by the anchor.

For example, the third episode of the "Team Music Corporation" challenge session, each team has 6 live broadcast rooms for Lianmai live broadcast, which not only tests the anchor's personal ability and skills characteristics, but also tests their interactive ability. The anchor managers were arranged to form a formation. By observing the types of the audience's favorite, grasping high popular anchor traffic, and integrating the operation of Lianmai resources, when the data is not good, it will bring more sound to the live broadcast room.

In the view of the producer Huang Yuanfang, the music anchor cannot be measured only from the single dimension of music majors. "" Whether it is presented on the stage or daily short videos and live broadcasts, it is their profession. Part of. From the perspective of the platform, the four dimensions of talent, personality, interaction ability, and irreplaceability are of great significance to the anchors. We hope to have the opportunity to try the program "Summer Like Summer Flowers" to try Definition, what kind of people can there be in this industry. "

It can be seen that "Sound Like a Summer Flower" did not blindly set standards and standards, but provided space and possibilities for more anchors with music talents as much as possible. The show faithfully recorded the starting point of grassroots players and sketched a clear advanced path for high -quality anchors. The growth journey that anchors have experienced in perfectly to perfect are actually interpretations and interpretations of the development of high -quality role models. Thinking that the health and vigorous development of the ecology of the live broadcast industry made the goal, so that the fast -hand "Sound Like Summer Flower" has the social value that transcends general selection programs.

Multi -media communication:

Double exploration of variety production and master development

The innovation of "Summer Like Summer Flowers" is also the focus of industry discussions since the program was broadcast. With 10 reality shows, 3 -month live training, and multi -dimensional content operations of thousands of short video operations, it breaks through the boundaries of long videos, short videos, and live broadcast content, creating an immersive and accompanying emotional experience for the audience. And these contents are not simple materials for secondary editing, but considering the presentation of different forms during the show, showing all aspects of the real appearance and appearance in front of the music anchor platform.

First of all, short videos are windows where the anchor shows his own life and charm for everyone, covering the content of the anchor's thoughts, the wonderful fragments of personal stage performances, daily fragments in life, and unique artistic energy. Diverse viewing needs.

Secondly, the live broadcast is the daily stage of anchor and the core audience. They sing and dance, show their own characteristics, and strive to improve each data in the small live broadcast room, let the audience witness and participate in the process of "chasing dreams".

Furthermore, long videos are more professional, with an opportunity for upward, and may transform from anchors into stars. The program has set up an upgrade and optimization mechanism. Under the leadership of the three managers, the anchors, through the form of group performances and 1V1 challenges, gradually show the professional ability and personality charm of the anchor. For example, the first raid live broadcast, the anchor's grouping of equipment, preparing props, etc. are displayed in front of the audience; and in the third phase of the "Team Music Corporation", the master and sister quickly quickly considers the characteristics of the team members and the number of fans. The layout of the live broadcast room, how to interact with the wheat, and how to show the characteristics, etc., allows the audience to see the professional literacy of a live broadcast operation that a mature anchor has.

Different media forms have different significance to the anchors, but they all provide development paths for music anchors. "Sound Like Summer Flower" is no longer a closed "star -making factory", but an open training platform; it is no longer a self -entertainment reality show, but successfully driving different circles layers The development of the audience interacting and blending has refreshed the public's opinion on the profession of anchor from different dimensions.

It can be said that Kuaishou's fusion attempts on "long and straight" have come out of the dual exploration of variety production and the development of experts, allowing experts to emerge from Kuaishou, and then let the experts use the various stages provided by Kuaishou to increase personal value. This forward -looking and experimental exploration also allows Kuaishou to leave a stroke like summer flowers in the entire industry.

- END -