Jay Chou, who has exceeded 100 million, is the greatest "social" work

Author | Editor Ding Qianwen | Fan Zhihui

After six years, Jay Chou's new album "The Great Works" allowed him to explode the Internet from many dimensions and wrapped the screen social media overwhelmingly. From advanced songs to the official release of the new album, the popularity of this national carnival has not yet faded, and it continues to ferment.

Data show that at 10 pm on July 14, half an hour after the official launch, the digital album that sells for 30 yuan a piece of "The Great Works" is on QQ Music, Cool Dog Music, Cool Music, Migu The total sales of music exceeded 100 million yuan.

It exceeded 100 million in 7 days, and this score was also super high in the era of physical records. In fact, as early as the third day after the pre -sale was opened at 0am on July 8th, the total pre -sale of the physical and digital version of Jay Chou's new album on the official channels of the three places on both sides of the strait has reached about 385 million yuan. Essence

In a sense, how is Jay Chou's music works that may be important for more people, and some people may not hear how many Jay Chou's works have been heard before or at the moment. More importantly, to participate in this "Jay Chou carnival".

After all, Jay Chou is not only the top ceiling of the singing world at the moment, but also a social symbol, a super IP with "hunting".

When Jay Chou becomes a social symbol

Jay Chou's influence in the Chinese music scene is not only a long -lasting past work that is reflected in the front of the Two Music List, but also a platform for the new song lyrics "Everywhere to serve my movement" platform in the past six years. Data.

Take the MV of the "The Great Works" as an example. In the public domain traffic, this MV scored 10 million playback volume at 9 hours and 22 minutes on the first station B of the cooperation; the QQ music that followed closely, the MV broke the total number of MV playback in the station on the same day and broke the total number of MV playback in the station. 6 million, the total number of sharing exceeds 200,000, the total number of comments exceeds 120,000 and the record time of the single day is 10 million. Gorgeous scenes.

On Weibo, Jay Chou not only brushed the screen of hot search list. Nearly 20 hot search seats were related to it. The MV broke through the 100 million people watching on Weibo 9 hours after online. As the only fast -handed platform with Jay Chou's personal account, it also released a war report saying that the MV was launched in Kuaishou Station for 8 hours, and the broadcast volume exceeded 150 million.

Jay Chou also did not forget to post YouTube results sharing. After 24 hours of release, the sharing express display MV was ranked at the forefront of Taiwan, Hong Kong, the United States, the United Kingdom, Canada and other places on YouTube. After 3 days, he also exceeded 10 million views at YouTube.

Since the new album of the new album at 9:30 last night,#Jay's passerby#,#自 自 自#,#Jay Chou's new song#,#Jay Chou's new album sales exceeded 100 million# The controversy about the good and unpleasant albums has triggered a lot of circles.

If the time axis is pulled back to 2003, the era of the song is still in the radio, and Jay Chou, who debuted for three years, is also the existence of the history of creating a platform. On July 16 That year, the "Father's name", which was regarded as the classic, was premiered on more than 50 radio stations throughout Asia. It is expected that 800 million people were listened at the same time on the same day. Jay Chou Day.

It can be said that from the past to the present, Jay Chou has always had a strong sense of existence in the Chinese music scene. It is the music symbol of the collective memory of several generations of listeners in the Chinese region.

In the private area flow pool, Jay Chou has social significance.

In terms of WeChat, only the MV "The Great Works" was released on the day of the release day, the WeChat index of the word "Jay Chou" reached 940 million, and the "greatest works" and "Jay Chou's new song" also exceeded 7 each 100 million and 1310 million. There are many friends in the circle of friends to share Jay Chou's lyrics, new songs, or simply follow the trend.

This phenomenon is also reflected in celebrities who have public accounts such as Weibo and Kuaishou. In addition to the artists such as Jiang Mengjie, Zhu Xudan, and Weshen V member Qian Qian, such as Zhang Yixing, Nineone, Xu Dongdong, etc., such as Zhang Yixing, Nineone, Xu Dongdong.

In other industries such as catering, comics, games and other industries that are not related to the music industry, there are also harmonious comment areas that use Jay Chou to break through the "dimension wall". Realize the social distance with consumers.

In summary, the three words "Jay Chou" and their music works have escaped the meaning of pure personal business cards. In the current public opinion environment, it has become a group of social and social currencies.

How did "Jay Chou Carnival" happened?

In addition to the meaning and symbolic meaning of the times, we are also curious, how did Jay Chou cause such a large -scale public opinion to shake?

We can explain the "carnival effect" with cross -circle meaning, and we may wish to be viewed into the carnival theory of Bachkin.

Just as the national nature is the basic characteristics of the carnival, Jay Chou's return of about six years this time is about 70, 80, and after 90 and 00, and there are popular characteristics of groups. After all, their past music works It is still active in the three generations of the old and Chinese and young generations. This is not difficult to understand why you can get such a large traffic blessing. The words "Jay Chou" themselves have certified nationality. Just like the "Jay Chou's List" incident in 2019, through young netizens posted on Douban, "Jay Chou's Weibo superpopulation can't be on, is there so many fans?" After throwing out the questioned stone, he hit almost the "National The giant water splash of the first place in the list of "Sending Jay Chou went to the first place, which not only included fans of multiple ages for teaching, and the enthusiastic assistants of star chasing groups, but also attracted artists such as Jiang Mengjie to" add bricks "for idols.

Jay Chou also once underwent the flow of traffic at the time, loved Doudou Cai Xukun, and even refreshed the Weibo supermodel record. And this also reflects that this national characteristics break the class distance to a certain extent.

Furthermore is ritual, that is, a celebration meaning, but it has the meaning of two phases. For example, QQ Music released an appointment early, and official vocals, including music platforms, game platforms, universities, etc., also released signals to wait for the audience on working days with the audience. Create a sense of ritual, and even for most listeners, it is a sense of ritual to miss youth.

However, in this "Jay Chou carnival", there is also a lack of teasing and ridiculous existence. While singing and declining new works, it is also depreciated with all Jay Chou related works, reflecting the resistance to this carnival celebration.

"Jay Chou" is not only the "music symbol" of the Chinese music scene at the moment, but also a popular symbol with a strong social attribute that breaks the boundary and conventional. In a sense, this represents the "second life" of Volkswagen subverting conventional living moves and belonging to social fields.

Divine and self -deified

The symbolization is the fate of the public figures that go to the head and even the ceiling. But this also means that Jay Chou has already gone through the early stage of business monetization that rely on advertising endorsements. With the independent portal, he began to maximize the value of IP as an IP.

However, this also caused Jay Chou to be "deified". On the one hand, the "deity" and tolerance from the public, identifying Jay Chou seems to be politically correct. This premise is naturally because of the consistent political attitude, and the phrase "don't make the Korean liu more and more arrogant", which later represents the suspension of the hasty of the Korean Wave, and makes it a "opinion leader" in a certain sense.

Even in the six years when "lying down" was regarded as "Zhou Lang's only", it was only the treatment of being ridiculed as "Pigeon King" and "Painted Cake Master". Believe.

On the other hand, it is self -recognition of "deification". The new song lyrics of "Grand Madness, the King of Music" are considered to be too arrogant and have become the focus of controversy recently. Before the release of the new song, it happened that the 33rd Taiwan Golden Melody Award came to an end. Jay Chou also posted on the social platform that "let everyone celebrate a few days, the later brother is coming out", and brought the "men with the most golden song awards" this One topic, trying to maximize the trust of the public as a music IP. As early as two or two years ago, Jay Chou had left a speech "admire himself, can't find an opponent".

In the final analysis, Jay Chou's "deification" is more than thankson.

At the moment, whether it is a music platform or a short video platform, it has the right to speak the record company, and the celebrity red is even more inseparable from virus transmission. With the market's appeal of hot song quality, the audience sometimes has to turn to the classic IP left by the market in the market.

Another reason is "Internal Entertainment Love Bean and the Fan's Economy for a long time". With the 101 -series draft popular in the Mainland, the love beans from the draft frequently brush their faces in the public market, in the fan economy, in the fan economy, in the fan economy Instead of high traffic and high income, it is increasingly dissatisfied.

As a result, a group of veteran IP represented by Jay Chou and others became the representative of the "anti -traffic mode". For example, the listing incident mentioned above, the participation of the whole people also made the "Jay Chou" super talk about a retaliated anti -fan economy, and pushed a lot of love beans. The collective action of Volkswagen also helped Jay Chou's "deification" in disguise.

However, with the peak of the creative period, Jay Chou, who entered the "comfort circle", gradually lost its leadership of the aesthetic trend of music. Occasionally, the new works released occasionally even consumed the trust of it as a music IP. It can be seen that in recent years, Jay Chou is not full of praise.

In 2018, the two singles of "Pull if you don't love me" and "Waiting for You" were scored 4.5 points and 6.7 points in Douban. Believe ". This type of evaluation also appeared in this new song comment. It is believed that it has not improved, and it is still the style of repeating more than ten years ago, or even the level of passing.

Even if the MV is known as the "modern art history" science popularization, it is not worth the old set of songs, and the evaluation of music works is gradually being wrapped in feelings.

However, from the perspective of many practitioners, Jay Chou's current standard status does not need to be too much in the Templar, but output his own music world view.

Jay Chou, overdrawn

However, from the perspective of business development, Jay Chou's IP is very promising.

Starting from the millennium, Jay Chou has been involved in multiple fields with the trend of the times, and the industry is diversified and mostly concentrated in the cultural and creative industry. Starting from his professional field of music, he used the value of himself as an IP in movies, antique shops, tide cards, catering, e -sports, KTV and other industries to create his own brand J Hero Chinese cuisine, Mojie E -sports, True Love Fan Tessey, Wan Mo Shengxue, etc., formed a complete commercial closed loop.

At the same time, Jay Chou itself, as a phenomenal IP, naturally has become the most popular business IP in the industrial chain.

In terms of platform, the copyright competition for Jay Chou has always been hot. It is reported that in 2015, after Jay Chou and its Jewell Music granted copyrights to NetEase Cloud Music at a price of 8.5 million, the authorization fee in 2018 rose to 18.18 million; in 2018, Tencent Music won 3 years from Jay Chou's 3 years. Exclusive copyright. After the MV copyright was authorized to the fast hands and Douyin in 2020, it reached a strategic cooperation with station B this year, giving full play to the influence of IP driving platform traffic.

With the rise of the Yuan universe in recent years, Jay Chou also scratched his IP into NFT digital collections for the first time. The club also launched 10,000 "Tiger Champions" NFT digital collections, and also auctioned the unintegcted classic song Demo music digital collection on the "Box Mints".

However, although the "Phantom Bear" was snapped up, it ushered in a big diving from 190,000 to 5,400 yuan from 190,000 to 5,400 yuan, causing many fans to scold "cut leeks". However, Jewell Music issued a statement saying that Jay Chou only received NFT gifts, did not participate in any planning operation of this business behavior, nor did he obtain any benefits. Such a response is actually intriguing.

The superstar legendary group managed by Jay Chou's mother Ye Huimei, agent Yang Junrong, and friend Fang Wenshan, is the proper "Jay Chou IP's first share". On the one hand, its main business is the creation and operation of IP. For example, the copyright of the Jay Chou reality show "Zhou You Ji" created by the legend of the superstar is sold to the Zhejiang Satellite TV and overseas NETFLIX platforms in the Mainland, with an income of about 81.6 million yuan. In addition, this business also involves the shared income brought by Jay Chou Anime IP "Student Zhou", which is shared with Jewell Music, such as cooperating with Bubble Matt brand to launch a tide -to -play blind box.

Another main business is Jay Chou's endorsement product that contains new retail. For example, the magic coffee released in 2019 reached 333 million yuan in sales in 2020, but it has declined since last year. According to the prospectus provided by the superstar legend to the Hong Kong Stock Exchange in March this year, last year, it began to reduce authorization and diversified stars and IP episodes of Jay Chou's IP last year. 80.364 million yuan.

The reason can be traced back to the suspected MLM behavior of the magic caffeine distribution structure last year, and was frozen by funds in 2020 and 2021. Although the legend of the superstar clarified "has no basis", it had a negative impact on Jay Chou's IP.

It can be said that Jay Chou's business influence as an IP is amazing and can bring huge business value to related industries. However, even Jay Chou is afraid that it will usher in a day of being "overdrawn." The so -called "overdraft" refers to the potential risks exposed by Jay Chou's business models in the business model of Jay Chou in the field of superstar legends -inseparable from the effect of Jay Chou's IP.

It also means that in the social public opinion field, whether Jay Chou can continue to be indulgent infinitely with the image of "darling". It is also the problem that he does not care about the self -overdraft of the IP "feather".

Conclusion

With the sales of digital albums in "The Great Works" exceeded 100 million, Jay Chou has basically confirmed that it will squeeze out of traffic artists such as Xiao Zhan and Cai Xukun for 200 million yuan or even higher. Pass.

In other words, from the age of the record to the digital age, Jay Chou is still "top flow" in the current market gameplay, and it is a "public top flow" supported by passers -by. But in front of the discerning market, even if Jay Chou is a symbolic existence, it needs to return to the work itself.

Just like there are still audiences who want Jay Chou to bring works with across the era, rather than self -"overdrawn" their own IPs, creating low -scoring works without care. In response to the objection to the old masterpiece of the album, it also means that the audience hopes to hear a more complete album, which is not similar to the product of the selected set and the new song.

Otherwise, it is just as an existence of youth or nostalgia, so if you do n’t have a song, it seems that it is not so important. Why not leave it in the peninsula iron box?

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