1. Recently, Sammi Cheng has been on two YouTube channels, “Small Potato” and “The Poison Room of Good Youth”. First, he played “refrigerated jokes” on “Small Potato” and said, “Sammi Cheng runs and estimates male artists.” (Answer: Wu Zhenyu), self-deprecating won countless applause; then found three people from “Good Youth Poison Room” to sing rap for his new song “Love is… 2.0”, which just marks the official arrival of the era of self-media propaganda.
2. In order to promote the movie “Broken Internet”, Aaron Kwok, director Huang Qingxun and producer Cheng Po-sui also appeared on another YouTube channel FHProduction recently, filming with Lan Zitou and Jiaying. Jiaying dispatched a large group of relatives. , It is obvious that Aaron Kwok did not give FH Production a lot of time to shoot, but with his superstar rating, it is hard to imagine that he would do these promotions a year ago.
3. From the 1990s to 2010, promotions for albums or movies depended on big channels. TVB is the most important TV. At that time, TVB was the only one. Singers had to appear on “Golden Songs”. Almost all singers in Hong Kong had signed contracts with TVB before they could appear on the screen. A singer only had 300 yuan for a show, and they were not allowed to appear on other TV stations. If the program is interviewed by other TV stations, it is not allowed to speak Cantonese, only Mandarin. By September 2013, the Communications Authority ruled that Wireless’s move violated competition regulations, fined it 900,000 yuan, and required Wireless to cancel these unequal contracts within three months.
4. As for movie promotion, at that time TVB’s “Entertainment News Eye” (Gu Juji was the host) was the most important thing. Even the popular Stephen Chow would be interviewed for movie promotion.
5. In the past, in addition to television, radio stations were also a must for singers to promote, and the order of importance was Commercial Radio, Hong Kong Radio, and Metro. In addition, the newspapers and magazines of the paper media, in addition to the two major newspapers, the magazines are “Next Weekly”, “East Weekly” and “Mingzhou Weekly”, which are all publicity channels that record and film companies value.
6. But times have changed, the rise of the Internet, the decline of big TV stations, the rise of social media Fb, IG and YouTube, the rise of mass media by self-media, the rise of YouTuber and KOL in recent years, the importance of traditional TV stations, radio stations and paper media is not as great as before , Artist publicity channels are no longer the same.
7. The artist who first noticed this trend and knew how to use the media to promote it should be Gu Juji. He had his own official YouTube channel as early as 17 years ago, and in March 2019, he collaborated with YouTuber “Japan Andy Brother” to make a film. In February 21, he established the “ChillGOOD TV” YouTube channel, assisted by his wife Chen Yingxue (Lorraine), and the music program “Music Panda” was particularly successful.
8. Zhang Jingxuan is also a pioneer. In July 21, he asked Xiong Zitou of FHProduction to help him shoot the MV. As a result, the MV got 3 million hits on YouTube. After that, he successively cooperated with other YouTubers such as Wei Lai and Xiao Shu Ke. Zhang Jingxuan also has his own official YouTube channel, producing the program “Xuan Gong Knocks the Bowl”. He once spoofed “Undefended Tonight”, and he is very serious.
9. The most successful one must be Zheng Zhongji. The “Mobile TV” YouTube channel he established in December 2018 has nearly 550,000 subscribers, and he also won the 4th place in YouTube’s “Hot Creators” and the 3rd place in “Hot Videos” last year. “Unbelievable” is very hilarious and has the highest click rate.
10. Since the middle of last year, more and more popular artists have realized the importance of self-media promotion. Stars such as Louis Koo, Ekin Cheng and Sammi Cheng took turns to appear on “Little Potato Eggplant” to play their “refrigerated jokes”. Louis Koo went to the UK to attend a film festival in October last year. He also collaborated with YouTuber “Mixed-Blood Fat Boy” to make a film and asked him to be a driver. As a result, the hits reached nearly 1 million.
11. Among the many YouTube channels, “Little Potato” is the most popular among artists. In December 2020, Mirror’s Edan, Anson Lo and Stephy featured Xiaoshu Potato for the promotional drama “Men’s Volleyball and Female Players”. Even the top star Gu Tianle And Sammi Cheng will also go. The management company behind the popular artist has a lot of numbers, the artist has limited time, and there are many promotional channels. Of course, there is a reason why everyone chose “Little Potato Eggplant”. Most of the viewers of “Little Potato” are young people. Artists who want to break into the younger generation market will of course choose “Little Potato” instead of the current TVB. If you want to enter the academic market, you can find “The Poison Room of Good Youth”.
12. The difference between self-media and traditional mass media (that is, big platform) is that self-media is a subdivided market. There is no big platform in the current generation. Because audiences of different ages have different tastes, it is impossible to have another big platform. Taiwan can attract all audiences, and self-media just allows artists to choose suitable audiences.
13. In January this year, Chen Baiyu sang live on “The First Take”, a well-known Japanese music YouTube channel, and performed the first famous songs “You Deceived Me” and “You Tian”. interests. Zhang Tiantian, who has emerged in recent years, also knows how to use YouTube to promote new songs. He has his own “MC Zhang Tiantian” channel. In addition to publicity, YouTube has another advantage, that is, you can earn advertising fees from YouTube, killing two birds with one stone.
14. Artists are looking for YouTuber and KOL to cooperate, and YouTuber also wants to be an artist. After the YouTubers Mi Ludi and A Gi under “啱Channel” expired, they signed MakerVille as contracted artists to perform on Viu’s program. The most important thing for a YouTuber to be an artist is to maintain his own characteristics, instead of being submerged in traditional TV programs without highlights, otherwise YouTuber will only become an ordinary TV artist.
15. A YouTuber transformed into an artist, Ah Bing of Xiaoshuqie has recently become a hot topic. She jumped onto the big screen of a movie from her mobile phone and became the heroine of the movie “One Person Wedding”, but the box office was mediocre and did not stand out. A Bing obviously encountered the same problem as a TV artist filming. YouTube is free, so why pay more money to watch her in theaters?
16. Is it really possible for an artist to be seamlessly connected in self-media promotion? Lin Mingzhen went to “The Poison Room of Good Youth” for an interview. The host was not familiar with Lin Mingzhen, which made the scene a bit awkward. In the end, he asked Uncle Yan from the poison room to leave a message to explain.
17. What is special about the self-media in this era is that the artists themselves are the media. Zhang Jingxuan has “Hins Cheung” and Ronald Cheng has “Mobile TV Station”. The publicity can be done without fakes, all-in-one package, no need to look at people’s faces. They have a YouTube channel with hundreds of thousands of subscribers. They also have IG and Fb. The total number of followers adds up, and their influence is almost the same as that of traditional media in the past.
Guo Jingyan
I have worked in a record company, a film company, and a newspaper and magazine. If so, I am now watching entertainment full-time and writing about entertainment seriously.fb.com/kwokchingspeech
