Online celebrity Iteration ④ ｜ Evolution History of Network Pusher： ＂online celebrity is the other self of Pusher＂
[Editor’s note]
In the process of some online celebrity’s fame, the figure of pushing hands looms-unveiling the mysterious veil of the latter, we try to reveal the power and logic behind online celebrity’s manufacturing. Online marketing and online hype are sometimes just one step away. As Sun Jianye said in the article: Pushing hands is a double-edged sword. If we can’t grasp the scale, the word "network pusher" will not only change from a neutral word to a derogatory term, but may even be pushed to the extreme edge like "Li Er Ban Si".
xi dan nv hai
"You don’t talk to me about Xidan girl. Don’t mention Gan Lulu or Su Zizi. " In early April, I first met with Xian Yongjing in a cafe near Changying, Beijing. At ten o’clock that morning, the guests in the hall were sparse. The appearance of the founder of the business card marked "Fantasy Department" and "Beijing Fantasy Culture Communication Co., Ltd." was not as eye-catching as his actual business. People will only see: a "post-80 s" wearing a white shirt, blue jeans and glasses with a mineral water bottle in his hand, his eyes bloodshot and his gait tired, he pushed the door and sat down.
Previously, Xian Yongjing refused to let reporters go to his company, even though it was close to the cafe. On wechat, the reason why he floated the Beijing tune was, "start-ups. There are not many small people, and it is not very clean. Besides, I don’t know what logic you want to come? "
Sit down soon and wait for the conversation to enter the middle link. He suddenly got up and refused for the third time. "Don’t ask me about peer interaction. I have no communication with those online promoters. " Say that finish out of the door, a person sitting in the open air.
There is someone smoking on the side of the road. Looking from a distance, smoking is like the "online celebrity" one after another today: individuals who create communication power on social platforms by selling their own characteristics emerge vividly and quickly flood the high-speed Internet. Before and after this interview, "China online celebrity Big Data Report released: Counting the Ten-year Rankings of China and online celebrity", "Top 100 List of online celebrity Rankings" and "online celebrity Valuation Rankings" were online and offline, and various media outlets were released. Obviously, "online celebrity’s economy" has become a topic of national concern. Although we refuse to talk about the process of promoting "Xidan Girl" and others, Line Yongjing is indeed an important link in this economic chain-one of online celebrity’s behind-the-scenes push hands.
On the APP "Online" with the name of "China’s leading knowledge and skill sharing platform", you can see the self-promotion of Xian Yongjing: he has 11 years of experience in creative marketing and online celebrity promotion, during which the first generation of online celebrity makers in China created many "school flowers and goddesses" online celebrities such as Xidan girls, long-legged sisters and goddess of the National People’s Congress … After that, he worked as the marketing director of a provincial satellite TV Beijing Center, and established Fantasy Culture in 2014.
"I reject the word’ pusher’. I’d rather call myself Bole or a talent scout. " He bluntly said that even now, he is doing the same thing. But I want to emphasize, "I am helping people who are really talented and have dreams. They are packaged by me and then pushed to the big platform. "
His explanation of his screen name "non-me, non-me" sounds awkward, as if a person has been wandering between reality and ideal for a long time-"after’ non-me’ is over, it has to be’ non-me’."
Xian Yongjing
Like a "highway"
"Success in the end of the world, success in Sina" is an old saying that a group of promoters such as Xian Yongjing are too lazy to mention. But for the old pain, it is very meaningful.
Born in the late 1970s, the current chairman of a cultural communication company in Hainan confessed on the homepage of his blog: Blogger: I have been addicted to the Internet for nearly 20 years. He has served as the stationmaster of Tianya Community, the news director of Nanhai Net, and the general manager of Hainan Online. Tianya Community also galloped in the network Jianghu period, and he was named "Tianya General Manager" by netizens. He not only personally concluded the Basic Law of Tianya Community, which is a model of Internet virtual community operation, but also participated in the creation of online celebrity 1.0 era.
"If you have to be serious,’ bamboo shadow green pupil’ is the first time you have pushed it." The old pain recalled. That was in 2003, when he took full charge of the operation of Tianya community. At the beginning of this year, a woman named "Zhu Ying Qing Tong" landed in this virtual community. She described herself as a "human evil", which was quickly expressed in unique words, attracting the attention of a bunch of literary people all over the world. "She is still taking a path similar to Muzimei." Afterwards, I used to be the moderator of a certain section of Tianya. Because of this, the online action of "Bamboo Shadow and Green Pupil" did not make Lao Tong feel abrupt.
At the beginning of 2004, Zhu Ying Qing Tong, who claimed to be a graduate of Xiamen University in literature and art aesthetics and taught at a university in Guangzhou, posted a "sex article" on Tianya’s personal blog, while attaching her photo to the article. This made the click rate of her blog soar for a time.
"Anything posted by netizens on Tianya must be reviewed by us in the background. It can be said that at that time, we received a lot of nude photos backstage. Most of them involve pornography, and we sweep them out like sweeping the floor every day. However, the photos of "bamboo shadow and green pupil" are different from the general photos. " In the eyes of Lao Tong, her nude photos are quite like performance art. "I have a little idea. With a strong personal expression. "
So, he decided to push her article to the front page of Tianya, content aggregation and other prominent positions-this is the initial basic method of pushing hands. "It’s illegal to push her photo." He admits that doing so at that time was also to improve the traffic of Tianya.
In late February, the number of visitors to the personal homepage of "Zhuying Qingyi" has surged by more than one million. At the end of that year, a Tianya moderator had seen her in Beijing. Surprisingly, she is introverted and shy in private, which is in sharp contrast with her bold and sharp online.
"This is called’ seeing death’." Lao Tong said that there are many such netizens on the Internet so far. He conveniently analyzed that the virtual community can be one of the soil reasons for the "online celebrity": it allows many people to play another self on it.
Although I have never had face-to-face communication with "Zhu Ying Qing Tong", Lao Tong has a deep memory of one thing. This also made him have reservations about the impression of the first generation of online celebrity. At that time, "Zhuying Qingyi" called him when it was the most popular. On the other end of the phone, she complained that she lost her job because she exposed nude photos. This made her unexpected. A promotion company in Guangzhou found her and said, "Although you got angry at Tianya, you didn’t get any real benefits. Why not consider cooperating with us? " Finally, she simply laid her cards on the table, and if Tianya could pay herself 50,000 yuan, she would push the other side off. Otherwise, she will move away from the world.
"Of course I refused. This is not a question of more money and less money, but a matter of principle. " I always remember that "Zhu Ying Qing Tong" really deleted some of her works on the horizon with the consequences. "She moved to another platform. But after moving, I found that no one there paid attention to her. " Around this matter, Lao Tong had a discussion with others: Why do some people leave the original platform and may not succeed? In these years, there has never been a platform on the Internet. Why are some platforms not popular? Having said that, he can’t help but relive the sentence "Being in Tianya, being popular in Sina"-each platform has its own ecological environment and constitutes its own characteristics. Both Tianya’s management culture of "netizen autonomy" and Sina’s provision of exhibition stage for netizens in different periods from blogs to Weibo have created the same atmosphere: it is conducive to the interaction of netizens and the growth of online celebrity. "If a platform has enough traffic and enough users, it can form its own discourse and a certain context. This may be an ecological environment far beyond the reach of other platforms. And ecology determines that some creatures must grow in the unique primitive jungle. "
"After the’ bamboo shadow is green’, who has Tianya deliberately pushed red?"
Old pain denies "deliberate". He drew an analogy: Tianya is like a highway, and I hope more and more cars can run on it. As for who drives what kind of car, this is not something that the highway should intervene in.
Chen Mo
"I want people to look at it and want to slap her."
In 2002, Chen Mo was the first to drive a "sports car" on the "road" of Tianya.
Like the pusher at that time, "Chen Mo" was just his ID number registered online. His ancestral home is Hebei, and he was born in the late 1960s. His screen name comes from an early unsuccessful online love affair with a girl in Guangxi. "Although people haven’t seen it before, it’s sad to be lovelorn, so they become silent …" Now, in an office building in Daxing Old Palace in Beijing, he tells it while handing in his business card.
Perhaps related to his current career, Chen Mo positioned his promotion as "planning and creativity". Just looking at his business card design, you can’t leave the true colors of pushing hands: the front is his personal photo-wearing a baseball cap and a white T-shirt. His hands crossed his chest, and the eyes behind the black mirror conveyed a rainy day. Writing impressively on the back of red background: Chen Mo Interactive Marketing. In 2007, he formally established this online public relations communication company.
At the earliest, Chen Mo was a structural engineer in a real estate company in Beijing during the day, "bidding for Party A", a photographer who took photos for magazines in his spare time, and a moderator who spent the evening in Tianya fashion and texture field.
Because Tianya "deleted posts" was unhappy, Chen Mo once turned to SOHU as a part-time moderator. One day in 2004, Wu Xiongjie, then vice president of Tianya, summoned him at the dinner table. The exchange reached by the two men: Tianya is willing to help him set up a photography studio personally, and he will go back to Tianya to be the moderator of the opening edition. Participate in the selection of Tianya Star, and invite beauties, moderators and other celebrities from various websites. On Tianya, his advertising posts will not be deleted again, and the content will even be pushed to the home page. "Whatever you do will get support" has only one purpose: to help Tianya push traffic.
Since then, Chen Mo has been looking for a topical person and a topical event every week. After Tianya. com launched "Bamboo Shadow", he successively launched "Twelfth Floor", "Wandering Swallow" and other popular figures. "The people I pushed have one thing in common-they can all write, and they are all keyboard men." He is still saying that, like "Zhu Ying Qing Tong", the "rogue Yan" who posted her nude photos on the Internet became popular is a female Wen Qing.
At this point, his thoughts popped up. "But who do we push-never make people, but enlarge people." At that time, he "magnified" Sister Furong on the Internet. "Although it played a role in fueling the flames, I didn’t realize that she would be a big hit in the future. This is beyond her expectation and beyond our expectation. "
In the summer of 2005, Chen Mo is going to shoot a female netizen "huobingker" who is on the BBS of Tsinghua and Peking University, "every post will be the first in the top ten headlines". In the real world, she is a Shaanxi woman named "Shi Hengxia", who works as an editor in the Electronic Industry Press, because online photographers spread her self-created pose for dance class enrollment to Shui Mu Tsinghua, Peking University and MOP websites, thus gaining popularity. According to her nickname in Shuimu Tsinghua BBS, "Clear water leaves hibiscus to carve", netizens nicknamed her "Sister Hibiscus".
"If you don’t know Sister Furong, just look at her words-you will think that she is a young woman in literature and art, and maybe you will fall in love with her. But if you only look at her photos and don’t look at her words-that’s the feeling of playing a sketch. " Chen Mo looked at 11 years ago, on the lawn of tsinghua campus, he took some selected photos for Sister Furong. They are still available online: under the camera, Sister Furong, wearing a cheap floral shirt and earrings, fiddles with her dancing at will. A stroke and a style match her serious expression, showing an inexplicable sense of joy.
"I looked at her and found this person interesting. I asked her if she could register an account on Tianya in her name and send photos to it. She agreed. " Chen Mo recalled that, on the other hand, he discussed with Tianya, "fry Sister Furong together". To this end, he found an online writer to write an essay for her S-shape-"My seductive and sexy appearance and clean temperament …". Then find someone to edit the post, first make a headline push on your own website, and then reprint it in SOHU, 21st century, Maopu. com, "Indicate the source comes from the end of the world" and so on. All this is done only to push the effect to a climax: people want to slap her after watching it.
After establishing his own company, Chen Mo specially marked in his own brochure: Through the planning of Sister Furong, the traffic for Tianya was increased by three times.
"If I go back to the beginning, I will not be so simple, let public opinion discredit me, don’t fight and use, only know that I am weak and passive. Perhaps, like some powerful online celebrity, I will be a scheming bitch, playing with the media and netizens, and earning a lot of money. Because I won’t go back to the past, I’m just talking for a while. Everyone in Doby, still be a simple dream catcher. " In late March of this year, Sister Furong conducted a live interview at Netease Entertainment. At that time, the number of online netizens reached 2.8 million, and she excitedly called this day the "fourth turning point" in her career. Afterwards, she looked back at her origin in an email to reporters.
Seeing her sublimate from the "originator of online celebrity" conferred by the media to today’s "inspirational elder sister", Chen Mo smiled and remembered Sister Furong’s "lack of social experience" when she first made her debut: she was invited to accompany her in several interviews. At that time, online media and paper media interviewed her, and she wanted an interview fee. He advised her: the media is here to help you. How can you ask for money? If you do this, the media won’t say hello. You should strengthen your exposure. You can make money by performing in various places. What’s more, if the manufacturer asks for you, you can charge more. What’s the use of asking for three or five hundred for an interview?
"She is more opinionated, so we haven’t cooperated anymore." In this process, Sister Furong wanted to ask him to be her agent, but Chen Mo refused. He didn’t expect that more and more resources would come to you in the future. "The more red people push, the more people want to dig me." During the period of burning money on the Internet, after several experiences, Chen Mo finally decided to go back to what he was best at-communication, only to find the rise of another pusher named "Brother Lang".
Pushing hands out of the mountain
Brother Lang doesn’t let people address him respectfully-"Mr. Yang". His real name is Yang Jun, and "Brother Lang" comes from his original screen name "Wandering around the world", which also reveals some information about his life: he lives abroad and likes to travel.
Ten years ago, he told the media that he accidentally excavated Ermayina, the "fairy sister" of online celebrity at that time, when he was traveling in Aba Prefecture, Sichuan Province. Now, he has sold off again: the whole thing can be said to be unintentional, intentional or unintentional.
Similar to Chen Mo, Brother Lang also started to hang out in online forums around 2002. He claimed that at that time, he was still engaged in import and export trade in Switzerland and "also engaged in advertising related industries". Therefore, in 2005, I had the opportunity to get to know the relevant people of Lixian County Government in Aba Prefecture.
"The other party asked me to help them promote the local tourism. I said that it is better to promote the beauty of people than to promote the beauty of mountains and waters. People have life and flesh and blood, which is the easiest to attract everyone’s attention and the easiest to make differences. Besides, I have seen the power of network communication. So the best way is to find the right person and then speculate through the Internet. " He said that although he clearly wanted to play the card of "beauty", he didn’t know where the beauty was.
"I drove in the local area and looked for a month. I shot a lot of people, but it was not until Sister Tianxian appeared that I decided that she had the most hype value. " Brother Lang made a point similar to Chen Mo’s: The point is that she is so big.
Next, as well known to netizens, he put Ermayina’s picture on the auto forum. At the moment, this pure girl dressed by the Qiang people, "with a small and lovely garlic nose", became a widely spread "fairy sister".
"I believe that with the influence of my fairy sister and my operational skills, it is enough for netizens to forward her pictures to where I want to go." In addition to self-confidence, Langxiong showed disdain for the later promotion of hiring a large-scale water army hype. "The water army basically belongs to a low-end manufacturing industry. The network effect is more than the content. Good content is like gold that glows wherever it is placed. Many netizens will naturally help you forward it. They are second-class porters. "
That autumn, a newspaper reported on Brother Lang and Sister Tianxian, and the word "network pusher" was prominently introduced in the article, which meant the official appearance of Brother Lang and others.
In 2006, Sister Tianxian, who was a dancer, became a tourist ambassador in her hometown. The first list she received was that Tianfu Hotline asked her to be an image spokesperson. "List, see the economic value, I just signed a brokerage contract with her. Otherwise, what’s the point of signing in advance? That is to say, from now on, I am her agent. We reached a 50-50 split. " Brother Lang said frankly.
A disciple who once followed Brother Lang said: Brother Lang has a quick brain. "He has a purpose to promote it." After gaining insight into the business opportunities brought by Tianxian’s sister as a brand-implanted enterprise advertisement, he groped for the law of serving the enterprise and approached it. "For example, Sony Ericsson mobile phone, Kangda bamboo floor …"
During the contract period with Tianxian’s sister, Brother Lang told her not to announce her age easily and not to fall in love before the age of 25. "We don’t belong to a purely economic bond, so there is no contradiction in economy. The main running-in is that she wants to go to college, and I object. " Nevertheless, Sister Tianxian insisted on studying Chinese opera for two years.
Line Yongjing once thought that online celebrity was limited by the exhibition platform, which was far worse than today. "But if a person has money, he can do it from the media and make a film himself." Therefore, the only way that most online celebrity can see is to move closer to the mainstream, squeeze into the entertainment circle and strive for the big screen. "But that circle has its own set of gameplay, how can it be so good?"
Brother Lang once set up Tiandi Ambition Film and Television Center in Beijing, taking advantage of the popularity of Fairy Sister. He wanted to be the extraditor who brought a bunch of online celebrity to the screen, and he even thought about the possibility of videoization of the Internet and mobile phones in the future. At that time, Chen Mo predicted that this road wouldn’t work. "High-quality resources are not in the hands of pushers, but in China Opera North Film and Model Company, magazines and records. Sister furong and sister tianxian are more popular, or the performing stars took the advertisements. Enterprises would rather spend millions to find a star than spend 100,000 to find a online celebrity. What if we screw it up? The development of online celebrity has a ceiling. They can’t perform, they can’t sing and dance, and they are not beautiful. How can they launch higher commercial value? "
Tiandi Ambition Film and Television Center ended in 2013. In the middle, the weight of fairy sister is gradually fading in the company.
"What we can strive for for her is to introduce film and television dramas to her, find some commercial advertisements for her to speak for, and let her participate in media activities." Brother Lang mentioned that they also made a "magic drama"-"Anti-Japanese Wonder Man". Sister Tianxian played "Female No.1" and "Female No.3" respectively in the play. "What’ hand tore devil’ plot in the play is all planned by us. It broke the ratings of many TV dramas at that time. Of course, I was finally scolded. " He said bluntly, in fact, I don’t even look.
"Then why shoot?"
"What can I do to make money?" Brother Lang replied. He believes that online celebrity’s life cycle is generally short, and it is quite good for her fairy sister to carry it for several years.
"In other words, as online celebrity, the core value of her life cycle is her face value and youth?"
"I have been working hard to film and play these years, hoping to shape some good roles and get recognition from the audience. If there are reports about actors in the future, I will be very happy to chat. Therefore, I really apologize … " Sister Tianxian, who is now the boss of her own film and television company, declined to interview in the short message.
When she left her hometown that year, she also asked Brother Lang anxiously if she could succeed.
"We want to be people who push stones down from the top of the mountain." He said to her smugly: Learn to take advantage of the popularity of the Internet, and when you take advantage of the situation, it will roll down, just like a landslide. There will be more and more mud stones rolling down, forming an avalanche effect.
Fairy sister Ermayina. Oriental IC data map
Pushing hands down the mountain
In 2005, two people came to Beijing to meet Brother Lang. One is Yang Xiuyu, a native of Northeast Jilin Province. It is said that I worked in a company in Hangzhou before coming. "He is a fan of fairy sister, active. He insisted on following me and taking care of more affairs for his fairy sister. I said, then come. " Brother Lang said that Yang Xiuyu became one of his disciples. He thinks about it now, Yang Xiuyu’s personality is relatively axial, which is also reflected in his screen name-"stand two and split four". "In terms of Go, Li Er can’t split four. He has to tear it down. "
Another chubby young man named Cao Guangfeng used to work in Xinyang Electric Power Bureau, Henan Province. "He is also a loyal fan of Tianxian’s sister. He resigned from public office." Brother Lang said that Cao Guangfeng is "very A Feng".
The three decided to set up a studio together to push the fairy sister to the top. A year later, Fei Afeng revealed in his blog that Li Er was gradually disgusted by Brother Lang because of something he was doing outside behind his back, and persuaded him to leave. So Li Er lived a poor and unknown life … He took Li Er back to Brother Lang and begged Brother Lang to take him back. After that, the three of them made a public relations case of "pins for villas" together.
In 2007, Li Ersi registered Beijing Erma Tianxian Culture Communication Co., Ltd. Obviously, the company name is related to the real name of Tianxian’s sister. Brother Lang revealed that the registered capital was 100,000 at that time. He invested 30,000 yuan, which became "Erma China", without a nominal name or a shareholder. No matter what the name of the company is, it is similar to the business content of Chen Mo Company, specializing in network marketing planning.
"online celebrity is equal to a carrier, serving a link and a product in the enterprise." In Sun Jianye’s view, the initial role of a pusher is equivalent to a senior netizen with a strong sense of network, bridging the network content transmission with netizens, "being a promoter or connector" and even a planner. After pushing the hand to succeed in pushing the red net, it is natural to think of expanding and transferring our own ability-"Our ultimate goal is not to push online celebrity to the fire, but to promote enterprises and establish brands. Whether it is to push network celebrities or push enterprises, it is ultimately to expand the visibility of enterprises. "
"I used to belong to the industry of pushing hands, and now I am in a traditional enterprise. I think I’m still a pusher. Help this traditional enterprise push from the network to the netizens. " Sun Jianye’s business card says his current occupation: general manager of e-commerce department of Beijing Tengda Qinghong Automobile Sales and Service Co., Ltd.
In 2009, this Shanxi guy was a planner in Erma China’s Shanghai branch, the chief network marketing planning agencies. At that time, Langxiong, who had left Erma China, had just returned from abroad and was asked to open this branch in Shanghai. He is in urgent need of manpower. Also out of admiration for Tianxian’s sister, Sun Jianye contacted Langxiong through netizens. "I am a student of Yimake and have studied systematic online marketing. I have learned everything from website building, SEO search engine optimization, SEM search engine delivery and advertising delivery, which just meets his needs for social media. "
Working with Brother Lang and Li Ersi, he will inevitably make a comparative analysis of the two in his heart.
"Brother Lang is a freak. He does have his own unique ideas on network promotion and social media marketing. " Sun Jianye still remembers that Brother Lang once told him about the process of conceiving "very real people"-"One day in 2006, he went to the toilet. Suddenly, he found cartoons with nine squares and four squares hanging on the toilet wall, which made him have a brainwave and thought what effect would it be if real people performed these cartoons? If you put it into some advertisements of corporate brands on the Internet, will netizens like it? With inspiration, he really organized a group of grassroots online celebrity to set up a’ very real’ performance team. Then promote it online, first get it to Tianya and push it, and the communication effect is very good, breaking tens of millions on the top. Generally speaking, according to the idea of traditional enterprises, online promotion is advertising. But Brother Lang is not. He knows what netizens want, and he will find a balance between netizens and enterprises. He wants to do something challenging and do it to the extreme. "
It’s also a challenge to break up two and break down four, but it gives Sun Jianye the feeling that "he is a very thoughtful person who dares to think and do. If he takes one thing seriously, he will devote all his resources to it. It’s just that his later ideas are getting bolder and bolder, and his practices are becoming more and more extreme. "
This kind of evaluation also comes from the mouth of Brother Lang-"As long as you can catch your eye, Li Er doesn’t care about anything." Instinctively, this self-reliant man who pushed his ancestors once warned that "how can Guo Meimei’s business be pushed?" Others think of firing themselves online because they have no money. She is showing off wealth, and people who show off wealth are basically going to have an accident. "
"In 2013, before Li Er planned to speculate on the’ painting monk ship earthquake incident’, he called the agent behind the painter with me in the Asian Games Village. He asked, can Brother Lang come out? I said I was not interested. " He recalled.
Sun Jianye specifically cited the "Yang Zilu case" handled by Li Erbansi. Up to now, photos of the female model’s bare upper body in harmony with Li Er Er Er Si can be found on the Internet, as well as dazzling pictures and texts with "michel platini" throwing gold at herself.
"It was a travel company that wanted to promote its products on the Internet, and they found Li Er. Li Er put forward this plan, he found Yang Zilu, and she also wanted to promote herself, so she participated. " At that time, Sun Jianye deeply felt that the form of expression was too vulgar and expressed his disapproval of the countermeasure case at the meeting. On the other hand, Li Er believes that there is no limit as long as it caters to the tastes of netizens. "Including Li Er’s admission after the accident, because netizens have a strong curiosity, he would rather create negative things online to satisfy their tastes."
In August 2013, Li Ersi was criminally detained by the Beijing police on suspicion of provoking trouble and illegal business operations. Before the incident, he had merged Erma Shanghai into the Beijing company.
"Because I don’t agree with Irma’s thinking, I have already left it." Sun Jianye said that he later started online marketing training for enterprises. One of the trainees is the boss of the company where he is now.
Now in the company office in Changping, Beijing, Sun Jianye once again feels that pushing hands is a double-edged sword. At the end of 2009, CCTV’s "Economic Half-hour" column did a report on network promoters. This incident also laid the groundwork for him to leave the pusher business. "It is too exciting for me. That exposure report uncovered some network underworld and network hatchet man phenomena in this industry. It makes me feel that no matter what is pushed, there are both positive and negative voices in network promotion. You don’t have a good grasp of the scale of your content. Whether it is to guide netizens or promote enterprises, it not only does not play a positive propaganda role, but also changes the network promoter from a neutral word to a derogatory term. "
Chen Mo
I want to make you popular, first I want to make myself popular.
"I predicted the development of online celebrity in the early days, but I was wrong about online celebrity’s economy. Running too fast, I didn’t foresee that there will be three major ways to realize Taobao, online drama and live broadcast in online celebrity today. " Chen Mo now secretly laments that he has failed to manage online celebrity’s economy continuously. However, one thing hasn’t changed: if you want to be a online celebrity, you must have a personality, an extremely outstanding personality. No matter whether the public’s vision changes from "appreciating ugliness" to "neutrality" and then to "aesthetics", or whether online celebrity moves from individual phenomenon to group phenomenon, "having personality" will never leave its original religion.
There are bright spots in personality, which determines the creativity developed by online celebrity, "or someone helps his creativity", and then the assistance of the platform, he said.
In mid-March this year, another live video APP "Aperture Live" was a roadshow before its official launch in Beijing 798 Art Zone. Its banner is: Life is a live broadcast. On this live broadcast, the fans of the two newcomers are on the rise. One is Yang Renhui, who loves dancing. She said that she has no pushers to push herself. At first, in order to attract popularity, she also tried various images to show people, but later she changed her mind: you can watch it or not, as long as I do a good live broadcast every day. Because she always looks cheerful, over time, everyone likes her cheerful optimism. "Come up and chat with fans every day. It takes about 20 days to go online a month. Broadcast for 4 hours when you are not busy, and only broadcast for 1 hour when you are busy. " This has broadened her circle of friends for she likes to be quiet and alone.
Compared with Yang Renhui, another new online celebrity in aperture live broadcast, Tsing Yi Zuyu, who sings Peking Opera, and her promoter Yang Sanjin are more active and clear-cut.
"online celebrity will never be a star, and a star will never be online celebrity. This is a very realistic concept. In fact, the definition of online celebrity is both favorable and unfavorable. Praise that you are famous means that people are consuming you. Now everyone is spending more on what Zuyu has done. I don’t want her to be in online celebrity forever. I want her to be ‘——papi ice’-papi sauce and Fan Bingbing. " Before Yang Sanjin said that he was a promoter, he was a small variety coffee. After mixing for many years, the big and small programs were killed all over, but they were not very popular, so they turned behind the scenes. As a new generation of pushers, his definition of online celebrity is far more straightforward than that of Langxiong Chen Mo and others: first, there must be a joke, and second, there must be a clear idea. As for the role played by pushing hands, "it is still the same sentence: when everyone can be popular, it depends on who gives you the opportunity and who gives you the platform, who is the biggest."
"You have to have money." Line Yongjing added. At present, he charges 400 yuan to 500 yuan for each online consultation. He turned on Apple’s mobile phone and clicked on the software-"Look, I helped post-90 s, positive energy and high-tech CEOs." His finger points to a female entrepreneur of a small electronic technology company who is in cooperation and communication with himself.
"If you are a grassroots without personality and no resources, you also want to be a online celebrity and change your destiny through this road?"
"What can I do? I still need capital investment! " He blurted out that this is an era when almost everyone wants to be a online celebrity. Netizens are pushers and know the Internet well. online celebrity, who grew up in this atmosphere, is also a pusher. "If I want to push you, I have to push myself first."
Back to the old "pain" that he didn’t want to be uncovered-those online celebrity people who he tried to help, but eventually fell apart with him, he wryly spit out a sentence: online celebrity is another self who pushes hands.
In the middle of the night, he posted "Fantasy Lyrics" on WeChat, and the lines carried the dream he wanted to reach: you were a naive teenager who loved fantasy, and the stationery became a digital novel and poem. Robots and monsters in the distant mountains didn’t appear in front of you, just the work you didn’t like, the crazy thoughts and the rented life …