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《中国有嘻哈》播放量超20亿 爱奇艺构建嘻哈文化版图助推商业价值变现

2017-08-28 13:51:57   中国经济网

由爱奇艺出品的中国首档Hip-hop文化推广节目《中国有嘻哈》自上线以来,一路以超高关注度及口碑成为今年当之无愧的现象级超级网综。截至目前,节目总播放量突破20.8亿次,微博同名话题#中国有嘻哈#引发超34.6亿次的阅读,热搜榜上榜250次以上,连续17天位居微博网络综艺节目实时榜榜首,豆瓣评分7.2分。随着节目热度的不断攀升,爱奇艺通过线上线下产品玩法打通和平台头部内容IP协同,推动嘻哈获得主流文化市场的广泛关注与认同。同时,爱奇艺从《中国有嘻哈》爆款IP出发,不断挖掘嘻哈文化背后的产业链价值,激发《中国有嘻哈》这一超级网综的IP商业价值。不难看出,在完整的IP生态布局下,爱奇艺借助《中国有嘻哈》不断构建多元文化版图的同时,也积极推动着其背后的价值变现。

一直以来,爱奇艺都在围绕IP进行上下游产业链的纵深布局,如今已实现了以IP为核心,以综艺、影视剧、文学出版、手游、演出、衍生品、短视频,VR内容、泡泡社区、奇秀直播,多维度构建出内容新生态群。超级网综《中国有嘻哈》以剧情式音乐真人秀为本,线上通过奇秀直播、泡泡社区等垂直社交平台,实现rapper与粉丝的零距离交流;线下则借助VIP会员专场拉票会,邀请节目人气rapper黄旭、VAVA、TT、小白等与爱奇艺VIP会员现场热情互动。线上线下全方位的创新玩法,构建起了生动的嘻哈音乐氛围。同时《中国有嘻哈》也借助节目热度,与各品类头部内容IP实现联动,如《中国有嘻哈》人气rapper们亲临爱奇艺尖叫之夜北京演唱会现场,为用户奉上一场极具感染力的视听盛宴的同时,也为当晚的“尖叫之夜”带来了4145万次的最高网络播放量。另外,由鬼卞、Bridge、BrAnT.B小白等参与的爱奇艺另一档网综《大学生来了2》,也借由嘻哈音乐,引爆节目现场。由此可见,爱奇艺正通过强大的整合能力实现玩法打通,同时捆绑优质资源促力头部内容互相助燃,最大化释放《中国有嘻哈》音乐网综IP势能的同时,也进一步实现了对嘻哈这一青年潮流文化的有力助推。

随着嘻哈文化在公众视野中呈现出的火爆态势,节目中人气rapper受到商家青睐的同时, Livehouse演出更是一票难求,《中国有嘻哈》rapper的商业价值变现事实已清晰可见。而同时,隐藏在嘻哈文化背后强大的衍生消费市场也不容小觑。节目总制片人、爱奇艺高级副总裁陈伟从节目策划伊始,就提了“Rising! Chinese Hiphop”(崛起吧中国嘻哈)的节目口号,并且由这个口号的英文首字母缩写为创意,亲手绘制了“R!CH”这个潮牌商标。现在,《中国有嘻哈》的衍生潮牌“R!CH”已经借助200余种SKU的合作开发,形成嘻哈文化的深度产品化诠释,并借助娱乐关联位、边看边买等站内工具,通过在爱奇艺商城销售实现节目内容的商业价值转换。从一档节目到一类文化,再到节目及文化形成的货币化矩阵,爱奇艺充分挖掘并释放了嘻哈的内容、文化及商业价值,为行业激活IP生态提供想象空间的同时,也进一步完善了文娱产业的商业架构。

正如爱奇艺创始人、CEO龚宇所言:“视频网站的创新不应该仅仅是有关技术的,也包括商业模式、内容创作方面的,特别是商业模式。内容需要衍生出各种各样的可货币化的产品,或者是服务。”在陈伟和他的爱奇艺自制节目军团引爆的“嘻哈效应”带动下,爱奇艺不仅成功促进了IP生态布局的落地,更通过娱乐内容强大的商业价值转化,进一步优化了爱奇艺IP生态货币化的能力,也实现了爱奇艺平台价值的有效提升。


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