In addition to hot dog sausage, GAI, Shengyu and other OGs that have established their position in the industry, there is no shortage of contestants such as Capper and YoRoll? who can be called YoungBlood as "alliance (brand) initiators". On the other hand, bilibili has been "recruiting" for the second season of "Rap New Generation" for some time, and has already opened the registration channel, which is currently being recorded.
Even so, after two rap variety shows, the Chinese rap circle is now facing an embarrassing situation: rap has entered the fifth year of popularity, and the familiar face is much higher than the newcomer's outcrop.
However, outside the variety show, along with the rap gradually floating on the ground, there are many rap club activities with their own characteristics in various 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 video released "Hip-hop in China", announcing that this subculture will be sent to the world, resulting in a "rap fever" in which users' comments and popularity fly together. At that time, rap was still growing underground, but under irrigation, it can be said that "pulling out the seedlings to fuel the fire." Since then, iQiyi video has produced a series of redone products of China New Rap and Youth Rap Planning, while iQiyi has also launched Rap Listen to Me, and bilibili has brought out the only high-scoring rap variety show with the participation of Yan Min-Douban Movie Rating 9. 1.
However, with the "dream of water" year after year, the rap variety show is like a super idol draft variety show, which is full of "braised pork" and can't be updated at the same time. The overall user evaluation attention and discussion topic are also year after year. For example, "Rap New Generation" won 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 asked about "Listen to Me", so that the champion of the second season arrived at this year's "China New Rap Summit" in the morning, and even made many contestants and netizens look unfamiliar.
Moreover, rap is also facing a chain reaction brought about by the improvement of verification and control on the underground. When the rap variety show rejected Diss and vulgar specific content, the underground events with Freestyle as the soul of improvisation were also called to stop and rectify one after another. For example, "Eight Miles Underground" was cancelled several times from 20 18 to 20 19 due to the wording problem of Freestyle's attack ability, and then it was renamed as Eight Miles, and the Freestyle event was changed into a writing competition, and its glory was no longer the same.
In addition, post rappers are slowly moving towards stardom. Up to now, rap, a segmented runway, has built a complete business operation model, which is comfortable in industrial development and operation. After gaining a certain degree of attention, rappers began to rationally arrange the overall artistry management. No matter the fans or the business reception level, they are good at selecting artists with regular delivery to manage. For example, Jiang Yunsheng, the top leader of rap circle, signed a contract with Diamond, Liang Bo and Chen Xuening 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 are still starting among rappers. For example, the rapper Doggie, who was born in "Rap New Generation", was separated from the former brand's wonderful brain waves and caused the termination of the contract due to work problems. Now he has signed a contract with Longtao Entertainment, a subsidiary of Huang Zitao. 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 feelings, intermittent writing has also caused complacency or plagiarism, and it is hard to find excellent works.
In the process of rapper's stardom, the rap sales market is also dominated by enthusiasts, and gradually shows the trend of rice circle. The most obvious manifestation is that the rap circle has behaviors such as judging, shooting, powder-black confrontation, and stepping on. For example, Ying Yuanhui, a fan of Jiang Yunsheng, has a set of "mind maps" for judging. However, Livehouse, the warming of concert tickets, and the high-priced speculation of scalpers, and rapper's performance tickets are generally higher than those of the orchestra circle, all of which are harmed by the rice circle of rap circle to some extent.
According to the "White Paper on China Rap Music in 20021Year" published by Ai Media, last year, most of the people who received brand endorsements and advertisements were the ghosts of acting rappers from Idol Trainee, with 33 or more, and there were 15 commercial performances; Secondly, Jiang Yunsheng, Ma Siwei and GAI have no 5 advertisements and 8 commercial performances.
It can be seen that rap culture and art have also developed under pain during the five years when they came from the underground to the ground. But at the same time, it is inevitable that there will be a persistent problem that no industry can avoid, and the urgent need has not been brought into vitality by the new forces that have been "suddenly beaten" by the market.
On the one hand, rap in colleges and universities is gradually favored by the comprehensive service platform. For example, in 20 18, "China New Rap" began to hold qualifiers in colleges and universities to transport college students to participate in the competition; However, last year, "Juvenile Rap Planning" set the age requirement at 18-24 years old, and discovered new rappers after 00, most of whom were students.
It's just that although there is support for sound synthesis, because college students are basically ordinary and fresh faces, their popularity is limited to some extent, and both the number of clicks and the degree of discussion are still small. In the case of Capper, the champion of "Youth Rap Planning", although the post-00 rap banner was raised, the market influence level still needs to be strengthened, and it has not achieved the popularity of rap champions in the past.
On the other hand, after the "Clear Action", music websites and underground rap events also got rid of the original way of sound synthesis and dug effective ways to cooperate to hold rap events for college students. Gradually, in 2020, QQ Music and 8 kilometers underground jointly held the "College Rap Open", Golden Melody, NEWCALL, TurnUP Rap Competition and other events, which also added favorable newcomers to college rap. And the music producer's plan of music website and the UP main support plan of music area in bilibili have brought another positive exposure way for rap in colleges and universities.
In addition, a large number of rap brands have also opened up plans to find new people to fill in, focusing on various universities and giving system software modeling. For example, Xi 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 student in Shanghai after 00.
Under this condition, the generation after 00 has also become the backbone of rap writing. According to the Report on Chinese Rap Music published by Netease Music (hereinafter referred to as the Report), the share of Chinese rap music producers after 00 exceeds three quarters. Specifically, in 20 18, Peking University first founded the "Wuxu Rap Club", and Tsinghua University rapped Cypher's "Shui Mu Road" with a national rhyme, which attracted attention.
From 20 19, rap club activities began to take place in Wuhan University, Nanjing University and other universities, until 2020, when the blowout period was about to come. There were works from 985, 2 1 1 schools to post colleges and universities. According to incomplete statistics of bilibili Upmaster Eraifu, about 60 Cypher works were published in that year.
Most of this new generation of college rappers have made gains from music scores to MV making, and their skills are not inferior to those of post rappers. For example, the Cypher book published by Wuhan Media College in 2020 was once praised by rapper AThree for "this is the real baseline" in the variety show "Hey after school" behind NEWCALL in 20021year.
However, in terms of theme style, college rappers also break the prejudice of "rap in secondary schools" and focus on "cultural and artistic rap". According to the "Report", the superficial topics of fame and benefit such as money and luxury cars in post-00 rap are obviously reduced, while the content of national rhyme rap and its dreams, social issues, school life, ladies and so on is increased, with more diverse theme styles, more diverse specific contents and strong regional characteristics.
Among them, there are also a group of top-notch college rappers who mainly do Wordplay. For example, in 2020, Cypher's book "On the Moon and the Cross" published by Wuhan University took the COVID-19 epidemic as the background, and integrated it into colleges, social development and its discussion on people. Cypher's book "Hot" by National University of Defense Technology focuses on the ambitions and ideals of military students.
And foreign China-born post-00 college students are also active in the rap circle abroad, and have a certain audience. For example, Spylent, an American student studying abroad with 572,000 fans in bilibili, took a place in the vertical rap of music with the most hits in bilibili 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 rap field to move forward.