I believe everyone has been brainwashed by the song "Wumeizijiang" recently. It is such a song with a relaxed and cheerful melody, which has triggered widespread discussions across the Internet. We can see that the Chinese music scene is still Always be noticed, remembered, spurred and encouraged.
"Umeko-chan" became a hit, what can we learn from it? Let’s take a look.
"Umeko-chan" is completely popular.
First Douyin Internet celebrities sang this sweet song one after another, and then a large number of short video platform users picked up this song and used it as the BGM of the video, accompanied by "Spring is the season of love." With "Valentine's Day", Li Ronghao's sweet song quickly detonated the entire Internet, and caused a rush on "Wumeizi Sauce" on e-commerce platforms.
#黑梅子香What kind of sauce is it#, #黑梅子草search volume skyrocketed 200 times#, #黑梅子香What is the divine taste# have appeared on various hot search lists one after another.
Subsequently, music critics in the music circle launched a debate on whether "Wumeizijiang" is too sung and tacky. A video of the representative figure Ding Taisheng suddenly "out of the circle", #丁太胜说黑梅Zijiang vulgarity #has become the first hot search on Weibo. According to Weibo front-end data, as of the evening of the 22nd, this hot search had reached 370 million views and generated 21,000 discussions.
#How to evaluate Li Ronghao’s Black Plum Sauce# was also published on the same day It has become a hot search topic with 190 million views.
Relevant topic trends, screenshots from Weibo
Currently, netizens in the entire music circle and social media have formed a collision of opinions on "catching each other to fight", as Ding Taisheng said. The first work is "overwhelmingly vulgar". Some people think that Li Ronghao's work is "not that bad" and "not too vulgar". Some people directly explore how musicians should balance between "sincere creation" and "being close to traffic", etc. An industry perspective...
Beyond the controversy, in fact, "Wumeizijiang" directly reflects the new trend of "Tik Tok promotion of songs" and even changes in the Chinese music scene.
1. Timing, emotion and creation
"Your shallow smile is like black plum sauce", these days, whether it is a Douyin surfer or a passerby with 2G Internet speed A, have all actively or passively received this song "Wumezijiang" that is popular all over the Internet. The brainwashing melody and the somewhat straightforward and sweet lyrics make people call "Shangshang" after listening to it, which is quite a bit " The feeling of "Lonely Warrior 2.0".
Many people are wondering why this song, which was released in November 2022 and was written, composed, sung and produced by Li Ronghao, suddenly became popular on Douyin?
In fact, "Wumeizijiang" was on several hot searches on various platforms as early as November when the song was just released. In January this year, it was covered by artists such as "Xiao Liuzi" Cao Yang, and was featured on It became popular in a small area.
When it became popular again in February, it was not only the blessing of the special time node, but also the detonation of the collective emotions of netizens, as well as the characteristics of the song itself. It was the result of the joint efforts of the three.
Specifically, the second round of concentrated popularity of "Wumezijiang" was first detonated by Douyin, and gradually spread on other social platforms. From a time perspective, it is a linear diffusion development taking Valentine’s Day as an opportunity.
According to Yunhe data, on February 8, which is the week before Valentine’s Day, #your shallow smile is like black plum sauce# first appeared on the Douyin hot search, relying on more than 5 million The search volume is difficult to reach the 36th place in the hot search. A week later, on Valentine's Day, this piece truly "breaks the circle."
In the early morning of Valentine’s Day, #白鹿歌五梅子香# was on Weibo’s hot searches, and entered the top 12 of Douyin’s hot searches with more than 7 million searches that night. On the Valentine's Day weekend, when the busy migrant workers finally had some free time to lie in bed and browse Douyin, this piece of work ushered in a real "hot" - even in the most popular and sinking world. On Kuaishou, the short video platform, this work also accounted for 4 hot searches.
White Deer Sings Umeko Sauce
But Valentine's Day is just an opportunity. What really hits young people is the sweet sugar "phantom" in the song, which makes netizens fall in love. The "love" atmosphere given by Valentine's Day, coupled with the love story of Li Ronghao and Rainie Yang, creates a chemical reaction when the two combine.
Under the dual pressure of micro-individuals and macro-environment, young people have become "bored and not in a good mental state" in recent years: learning to crawl and walking a dog in a cardboard box have become frequent hot searches on social platforms. As the first exclusive holiday for young people after the recovery from the epidemic, this year’s Valentine’s Day has undoubtedly been given more special meanings – even if there is no real love in the real world, you can still go through the trash cans and deeply participate in Valentine’s Day session, or listen to "Umeko-chan" on the short video platform and have a cyber love.
More importantly, young people have finally recovered their ability to love, and the appearance of "Umeko-chan" is like an accelerant, making this collective mood even stronger.
2. The debate between "vulgar" and "immortal"
However, there are many popular songs, and "Wumeizijiang" once again puts an end to the age-old problem of "the Chinese music scene is never over". The stem exploded.
The most typical one, and the one that served as the trigger, was the comment by music critic Ding Taisheng.
He said helplessly in the video, "As soon as you enter the chorus, a strong Chinese rural style mixed with the popular elements of the current short video hits you, you can't escape it." Ding Taisheng He even said that this piece of work is "simply vulgar" and "using the word vulgar to describe this song, the word vulgar has become vulgar."
Ding Taisheng commented on "Wumeizi Sauce"
Ding Taisheng also commented on Li Ronghao and Li Ronghao's expression on Weibo that "there is no distinction between high and low in music."
“Li Ronghao’s current problem lies in his personal cognition.” Ding Taisheng believes that Li Ronghao is not only biased in his artistic cognition, but also has a poor personal outlook. “Li Ronghao’s biggest problem is that he has not read much. "Book", Ding Taisheng believes that these can be seen in the lyrics, "it is really uneducated" and "loves speculation".
As for music creation, Ding Taisheng believes that artistic creators should make breakthroughs upward instead of being backward compatible.
In the video account, this video has more than 2,000 comments. The top commenter wrote: "Pertinent and correct" and received more than 1,000 likes.
On social platforms, many netizens once again lamented that "the Chinese music scene is coming to an end."
Some practitioners also said that this piece of work is "not that bad."
Music critic and Weibo blogger @ glorious said on social media, "Li Ronghao's "Wumeizijiang", combined with Li Ronghao's music performance in recent years, this song is not that good. Especially not as good as Li Ronghao's earlier works, but not as bad as some people criticized it."
Weibo music blogger @real Gan Dazi believes that "Wumeizijiang" makes people "see Li Ronghao." In fact, I have always been a person who likes new things." He thinks this piece has "no problem, and it is not tacky." He also said, "Umeko-chan is directly defined as exclusive to young working people in small towns, which is actually a class offense. , this view itself is discriminatory."
Screenshots of the MV of "Wumezi-chan"
In fact, "Wumezi-chan" itself is also a work with great Douyin characteristics.
Whether it is the very graphic lyrics in the chorus, or the singing method of alternating true and false sounds brought about by the rhythm, melody line direction and jumping intervals, it can be reminded of many popular songs in recent years. Douyin hot songs of the same type, especially the melody lines full of contrast and drama, are the focus of traditional aesthetics in both music and art fields, and are also an important means of artistic creation.
However, on the other hand, the arrangement style of this piece is also very characteristic of Li Ronghao. It reminds people of songs such as "Li Bai" that they heard a few years ago. Jay Chou's "Romantic Mobile" has once again caused a wave of memories in a sense.
However, compared with the popularity of the song itself, the public's attention to the Chinese music scene is more gratifying. When different opinions collide, the Chinese music scene will become "brighter and brighter".
3. Is “Douyin song promotion” different?
In fact, although this year has just begun, whether it is in terms of time points, the identity of the singers recommended, or the songs themselves, etc., as a very influential large-scale music The popular songs on Douyin, a public traffic pool, have shown many new trends that are different from the past.
1. At the time point, Douyin pays more and more attention to new song recommendations
Not only is "Wumeizijiang" released at the end of 2022 popular, according to the Douyin music chart updated in 2 Data on March 17th shows that "Bitter Coffee Only", which ranked first on Douyin's hot song list, and "The Move of Love", which ranked second, were both released in 2023. "Popipo", which ranked third, and "I" which ranked fifth "Remember" will be released in 2022. Last year, the renovation of classic old songs such as "Zhen Fell in Love with Qiang", "Lonely Sandbank Cold" and "The Farthest Place Seen" still occupied an important position in the music chart - the frequency of recommendation of new songs and the characteristics of past renovated old songs In comparison, there is a significant difference.
Douyin Music Chart
Why does Douyin pay more attention to new songs? One of the reasons may be related to music copyright - the two works ranked in the top 2 of Douyin's hot song list have Douyin Music behind them. Renovations of classic old songs recommended in previous years often lack copyright issues, which makes Douyin unable to receive traffic, and eventually becomes a tool for diversion of streaming media platforms.
2. From "promoting songs but not promoting people" Internet celebrity to "everyone's song is popular" mainstream transformation
Yiyu Observation once said in "Douyin Divine Comedy is still influencing "Is the Chinese Music Circle a Pill?" argued that Douyin often has the phenomenon of "famous singers not being popular". However, according to the analysis of this year's out-of-circle works, whether it is Zhao Lei's "I Remember" or Joey Yung's "Let This "All the Heavy Rain Falls" or Li Ronghao's "Wumeizijiang". The holders of these works are all mainstream singers under the mature system of the Chinese music scene, and these well-known singers also play the role of "singer identity empowering works", thus It attracted more music lovers and passers-by to join the circle, and the celebrity effect began to come to life on the Douyin platform.
3. The song abandons the screen and becomes the protagonist
Douyin promotes music. Many works are popular with gesture dance, click points, editing and other gameplay methods. This is also related to Douyin. In the general sense, "music serves video" is consistent with the characteristics of music, but this year it shows the characteristics of music abandoning dance and "flying solo". Taking "Wumeizijiang" as an example, Yiyu Observation analyzed the hot searches for this song on Douyin and found that there were 10 hot searches for "Wumeizijiang" on Douyin, but the hot search topic words focused more on music. After sorting out, we found that , related hot searches accounted for 70%, including not only the performance and singing of the music itself, but also comments on the songs themselves, as well as hot searches for second creations by netizens, all centered around music, and the proportion is not small.
According to the "2022 China Digital Music Industry Insight Report" released by Fastdata, the scale of China's digital music market in 2022 will be 49.47 billion yuan, a year-on-year decrease of 3.4%. The development of the industry has entered a plateau period and is facing some challenges. stagnant status quo.
And this time "Wumeizijiang" has brought the first large-scale attention to the Chinese music scene in 2023, and even the entire Internet is hotly discussed, and it also allows practitioners to see that the Chinese music scene is still always To be noticed, to be remembered, to be spurred, to be encouraged.
I sincerely hope that more and more topical songs will be noticed and discussed in the future, so that the "pill" sound in the Chinese music scene will disappear in the fierce debates, and the music industry will also usher in a smooth transition. New high-quality growth.