Jewel's uncle, Pecotis, is a strange elephant in the circle! What are the chaos in the rap circle?

With the launch of the first issue of the Iqiyi video "China New Rap Summit", rap culture and art have been very lively in the mainstream media.

In addition to og such as Hot Dog Sausage, GAI and Yu Sheng, there are also many players such as Capper and YoRoll who can be called "sponsors of the alliance (brand)". On the other hand, for some time, it has been "recruiting" for the second season of Rap Generation, and the registration channel has been opened and is currently being recorded.

Even so, after two rap variety shows, China rap circle is now facing an embarrassing situation: rap has entered the fifth year of popularity, and the familiar faces are far higher than the newcomers.

However, in addition to variety shows, along with rap gradually floating on the ground, there are also many unique rap club activities in colleges and universities that have become "the day after tomorrow", which has set off a craze for Cypher in colleges and universities. It can be said that college rap is nothing new.

In 20 17, iqiyi released "Hip-hop in China", announcing that it would send this subculture to the world and set off a "rap craze" with user comments and popularity in Qi Fei. At that time, rap was still growing underground, but under irrigation, it can be said that it was "pulling out the seedlings to encourage". Since then, Iqiyi has produced a series of redone products such as China New Rap and Youth Rap Planning, and Iqiyi has also released Rap Listen to Me, with the score of 9. 1 for Bili Bili, bringing out the only high-scoring rap variety show with Yan Min's participation-Rap New Generation.

However, with the water in a dream year after year, the rap variety, like the super idol draft variety, is full of braised pork and cannot be updated at the same time. The overall user evaluation attention and discussion topics are also more and more year by year. For example, "Rap New Generation" received a high user evaluation, but the user evaluation of "China New Rap" in the same year was only 4.4 points, and the number of hits was twice that of the former; No one cares about "Listen to Me", so that the winner of the second season arrived early in the morning at this year's "China New Rap Summit", which even made many contestants and netizens look strange.

In addition, rap also faces a chain reaction caused by underground verification and control improvement. When the rap variety show rejected Diss and vulgar specific content, underground events with freestyle as the soul of improvisation were also stopped for rectification. For example, Eight Miles Underground was cancelled several times from 20 18 to 20 19 because of the wording of freestyle attack ability. Since then, it has been renamed eight miles, and the freestyle competition has been changed to a writing competition, and the glory is no longer there.

In addition, the post-rapper is slowly becoming a star. So far, rap, a subdivided runway, has built a complete commercial operation mode, which is comfortable in industrial development and operation. After getting a certain degree of attention, rappers began to arrange the overall artistic management reasonably. Whether it is fans or business reception level, they are good at selecting artists who are regularly put in to manage. For example, Jiang, the head of rap circle, signed contracts with Diamond, Liang Bo and Chen under the group. It is worth mentioning that the signing subject is not the fourth song of the rap brand under the group.

However, the market is overheated, the differences between brands and stars, and the overall planning level is still in the hands of talking and singing. For example, the rapper Doggie, who was born in "Rap Generation", broke the contract because of the separation of work problems from the wonderful brain waves of her former brand. Now he has signed a contract with Long Tao Entertainment, a subsidiary of Z.TAO. In addition, the change of rapper's identity and living conditions has also made many rappers enter the comfort zone. Under the premise of endless negative emotions, intermittent writing has also caused complacency or plagiarism, and it is difficult to find excellent works.

In the process of rapper's fame, the rap sales market is also dominated by enthusiasts, and gradually presents the trend of rice circles. The most obvious performance is that the rap circle has behaviors such as judging, patting, powder-black confrontation and stepping. For example, fans of Jiang have a set of judging "mind maps". However, Livehouse, the warming of concert tickets, the high-priced speculation of scalpers, and rapper's performance tickets are generally higher than those of the orchestra circle, all of which have been hurt to some extent by the rap circle.

According to the "202 1 China Rap Music White Paper" released by Ai Media, more people won brand endorsements and advertisements last year, including 33 or more performing rappers of Idol Trainee and 15 Shang Yan. Followed by five advertisements and eight commercial performances by Jiang, Zhu and Zhu.

It can be seen that rap culture and art have also developed in pain during the five years from underground to the ground. But at the same time, there is inevitably a persistent problem that no industry can avoid, and the urgent demand has not been brought into vitality by the new forces that the market "suddenly hit".

On the one hand, rap in colleges and universities is gradually favored by comprehensive service platforms. For example, on 20 18, "China new rap" began to hold qualifiers in colleges and universities to transport college students to participate; However, last year's Youth Rap Planning set the age at 18-24, and discovered new rappers after 00, most of whom were students.

Although there is the support of voice synthesis, because college students are basically ordinary fresh faces, their popularity is limited, and both the number of clicks and the degree of discussion are still relatively small. Take Capper, the champion of "Youth Rap Planning", as an example. Although the post-00 rap banner has been raised, the market influence level still needs to be strengthened, and it has not reached the popularity of the past rap champions.

On the other hand, after the "clean-up action", music websites and underground rap events also got rid of the original sound synthesis method and explored effective ways to jointly hold college students' rap events. Gradually, in 2020, QQ Music and 8 kilometers underground jointly held the "College Rap Open", golden songs, NEWCALL, TurnUP Rap Contest and other activities, which also added favorable newcomers to college rap. The music producer plan of the music website and the UP main support plan of the music area have brought another positive exposure way for college rap.

In addition, a large number of rap brands have also launched plans to find new people to fill in, focusing on universities and giving system software modeling. For example, Yuan, who participated in the variety show "Black Scared Girls", was discovered as a new generation of female rapper by the brand YellowGang as a post-00 student in Shanghai.

Under this condition, the generation after 00 has also become the backbone of rap writing. According to the China Rap Music Report released by Netease Music (hereinafter referred to as the Report), the share of rap music producers in China after 00 is more than three quarters. Specifically, on 20 18, Peking University initiated the "Wuxu Rap Club", and Tsinghua rapped Saif's "Shui Mu Road" with the national rhyme, which attracted attention.

From 20 19, Wuhan University, Nanjing University and other universities began rap club activities, until 2020 is about to usher in a blowout period. There are works from 985,211school to post-universities. According to the incomplete statistics of the University of Miley Miley, about 60 Seyff's works were published that year.

This new generation of college rappers, from music scores to MV production, have mostly made some gains, and their skills are not inferior to those of later rappers. For example, the Cypher book published by Wuhan Institute of Communication in 2020 was praised as "this is the real baseline" by rapper AThree in the variety show "Hey after School" behind NEWCALL.

However, in terms of theme style, college rap also breaks the prejudice of "middle school rap" and focuses on "cultural and artistic rap". According to the Report, the superficial topics of fame and fortune such as money and luxury cars are obviously reduced in the post-00 rap, while the contents of Guoyun rap and its dreams, social problems, school life, ladies and so on are increased, with more diverse theme styles, more diverse specific contents and strong regional characteristics.

There are also a group of top university rappers who mainly play word games. For example, in 2020, Sefer's book The Moon and On the Cross published by Wuhan University took the COVID-19 epidemic as the background, and integrated it into universities, social development and its discussion on people. Sefer's book "Hot" of National University of Defense Technology focuses on the aspirations and ideals of military students.

And foreign China-born post-00 college students are also active in foreign rap circles and have a certain audience. For example, Spylent, an American student with 572,000 fans in Miley, took a place in the music vertical rap with the most clicks last year.

Generally speaking, we can see that the post-00 college rap has an atmosphere not inferior to that of the post-rap circle. The addition of this new force also constitutes a benign green ecosystem to a certain extent, which promotes the development of rap field.