Who is Luo Tianyi?

Why is she so popular with the post-90s and post-00s?

Behind the traffic economy stands the "fan empire"

With the popular singer 2019 The star with millions of young fans is actually a computerized "virtual person". 2019 virtual singer Luotianyi quickly rose to fame and became the most popular singer of the "90s". The "90s" and "00s" groups are paying a lot of attention to the pop idol.

"Lottianyi" is loved by the "post-90s" and "post-00s"

In recent years, virtual idols have become the most popular. The "Lottie's phenomenon" has attracted attention in recent years as a virtual idol. The concept of "virtual idol" was born from the Japanese Yamaha Group, an audio production software called VOCALOID, musicians will be original lyrics input, the software's virtual sound library can be sung songs, the principle is similar to the voice navigation. Some users use this software to create a virtual "secondary" singer image, attracting more enthusiasts to write songs, produce videos, create novels, etc., virtual idols are born.

On New Year's Day this year, at the 2019 Jiangsu TV New Year's Eve concert held at the CotaiArena in Macao, a 3D anime image of a young girl with gray and blue braids sang and danced, and the singer, Xue Zhiqian, sang a hilarious song with an electronic music style with him: "Your Majesty, I'm called Dala Avalanche Bar Zhande Bediabu Dobiluweng, once again!

In July 2018, in Shanghai Mercedes Benz Cultural Center, Luo Tianyi concert tickets triggered ten thousand people crazy, when Luo Tianyi hologram appeared in the center of the stage, the scene of tens of thousands of fans erupted a tide of cheers, tens of thousands of fluorescent sticks instantly waved a sea of sparkling blue lights. Fans shook their glow sticks and shouted in unison: "Tianyi! Tian Yi! Tian Yi!" The scene is no less than a popular star concert.

As the most popular domestic virtual idol, Luo Tianyi is loved by many "90s" and "00s". Like the reason, the initial interest may be just out of curiosity, the voice like a human voice and non-human voice, a little indescribable strange, and finally the more you listen to the more addictive, until as an idol worship. Going to concerts, consuming peripheral products, holding idol birthday parties, supporting endorsement products, organizing online support ...... fans of Luo Tianyi. Support, and the reality of fans chasing stars is no different.2018 Valentine's Day, fans even spent a huge sum of money for Luo Tianyi to buy a huge advertising space in Times Square in New York City, the United States.

Fondness for virtual idols reflects the pop culture mentality of teenagers

The acceptance and fondness for virtual idols reflects some pop culture mentality of teenagers that deserves attention: participation is more important than worship. Fans can participate in the development and shaping of the idol according to their own wishes, which is the feature of virtual idols that best meets the psychological needs of teenagers nowadays. By creating and consuming for their idols, fans advance the cause of their idols and ultimately realize their own desires that are projected onto them.

The vast majority of Luo Tianyi's songs are created by teenagers, such as the famous track "Dala Avalanche Bar" and the creator of "Ordinary Disco", who was originally a student at the Harvard University of Technology. Up to now, Luo Tianyi's songs have reached more than 10,000, increasing dramatically at a rate of nearly 100 songs per month. One of her famous works, "Power Over the World", has received 5 million plays on the B station, and more than 1,000 secondary creation videos.

Luo Tianyi concert finale entitled "for you to sing on", the song is written Luo Tianyi and fans "warm each other" heart journey. "Every time I sing, the whole audience of fans cry together. I also cry." Cao Pu said.

"Persona" is more important than real. "Virtual idols don't have scandals and their image doesn't collapse, which is the biggest difference with real idols." Luo Tianyi's "iron powder" Kun believes that this "persona" brings fans a sense of security, far more important than the idol's authenticity.

In fact, Luo Tianyi's "factory settings" is very simple: 15-year-old girl from the outer planets, birthday July 12, emotional. "All the other persona, all rely on fans to write songs, novels, drawing comics slowly given, such as 'eating your highness' persona is because of the focus on the appearance of a lot of Luo Tianyi eating hand-drawn, reflecting the current pop culture of teenagers." Chen Rui, chairman of Bilibili.com, which promotes the popularity of virtual idols, said that the persona of a virtual idol is slowly brought together by the will of the fans, and belongs to the "perfect" persona. "In reality, when a celebrity's drug use or cheating leads to a breakdown of his or her persona, fans are saddened, but not a virtual idol."

The screen is more important than the stage. Virtual idol suddenly popular, in addition to the fans follow the trend of hunting, more importantly, technological progress. "After 90" "00" on the use of the screen dependence and love of "secondary" culture, *** with the same constitute the reality of the virtual idol popular foundation. Augmented reality, virtual reality, artificial intelligence, holographic projection, motion capture, 3D production, voice synthesis and other technologies, to realize the second yuan virtual idol video dissemination and performance operation of a variety of possibilities.

The essence of the virtual idol is animation, naturally long for video presentation. The development of screen technology has boosted the commercial value of LOTUS. With 1 billion internet users in China, and an average of 2 screens per person, content production is still in short supply in the internet space. The cultural effect based on the "screen" is only just beginning, and will gradually generate more value as young people love it.

Now, Luo Tianyi and other virtual idols have stepped out of the "secondary yuan" small circle culture, on the traditional media, into the public eye, expanding influence. Luo Tianyi's microblogging fans reached 3.08 million, become **** Youth League Central Committee's "youth ambassador", a number of songs by the stars to cover.

The "fan empire" behind the traffic economy

Behind the traffic idols, there is a "fan empire" that has not appeared in the past era, with a huge system, division of labor, and strong action. The first time I've seen this, I've seen it in my life. Fans gather through the Internet and form unified values and styles of behavior through passionate collective actions. Under strict discipline, they consciously restrain their words and actions and follow instructions. Feng Shizheng, dean of the School of Social and Population Studies at Renmin University of China, said that the "fan empire" has a high degree of organization and professionalism, with a small station, organization, power, leaders, backbone and ordinary participants in a clear division of labor.

Fans' love for virtual idols is quickly transformed into commercial value in the capital market. Currently, Luo Tianyi endorses a number of well-known brands such as Nestle, Bakelite, Pizza Hut, and Menida, and cooperates with dozens of organizations. With the popularity of Luo Tianyi, more virtual idols have begun to appear, and dozens of virtual idols have been born in China.

By purchasing products endorsed by traffic idols, fans advance the idols' careers to fulfill their own aspirations projected on them.In the summer of 2018, Yang Beyond, who emerged from the Tencent video talent show "Creation 101", is one such phenomenal traffic idol. Compared with the other contestants, the rural-born girl has neither singing nor dancing skills, but only a passion for success. However, such a characterization drew a large number of fans who voted her into the top three. "I think Yang Beyond is myself, and I want her to win." Zhang, a freshman at Beijing City College, said.

The era of traditional media creating national idols is quietly passing, and the "Lottie's phenomenon" shows that today's teenagers are no longer satisfied with passively accepting idols shaped by the media, but are actively shaping culture through their own attention and participation.