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保温杯最终成了一个商业故事

2017-09-04 07:21:08   中国经济网

●刘映花

上周六晚上,《无地自容》的前奏刚在工人体育馆响起就瞬间点燃了全场。举着荧光棒、手机、保温杯的歌迷们,和30年的黑豹一起大合唱。

八九年没有任何经纪公司或唱片邀约的黑豹乐队肯定没想过,因为一只保温杯的“意外”,自己会在商业红尘里成为宠儿。

事情的开头是这样的。一名采访黑豹乐队的摄影师发文感叹:“不可想象啊!不可想象啊!当年铁汉一般的男人,如今端着保温杯向我走来。”拿保温杯的男人是赵明义,在黑豹乐队更换十任主唱的20多年中一直坚守在乐队里的元老、乐队鼓手,今年已经到了天命之年。

一石激起千层浪,保温杯火遍网络,欢脱的段子手们脑洞大开。“岁月才不是杀猪刀,岁月是摇滚青年捧起保温杯,铆钉朋克穿上棉毛裤。”“人潮人海中,又看到你,保温杯里泡着枸杞……”

淘宝上,赵明义同款、赵明义保温杯成了关键词,天猫策划了一个“拿着泡枸杞的保温杯也要留住中年危机最后的倔强”的文案,介绍各种保温杯产品。专科医院也纷纷做起了医学科普,“泡着枸杞的保温杯为啥红遍网络,究竟能不能养生?”

神奇的是,因为保温杯的走红,“黑豹乐队30周年本色演唱会”火速找到了冠名商——虎牌保温杯。演唱会slogan更成了“杯中不止茉莉和枸杞,还有摇滚和你”,门票很快售罄。

促成这一极速商业合作的是阿里巴巴。在牵线了“虎豹”合作后,阿里大文娱授权宝与黑豹乐队达成协议,获得黑豹乐队未来两年的巡回演唱会的衍生品开发权,有权联合第三方商家设计、生产、销售相关衍生品并进行宣传推广。

其实,衍生品一直是娱乐业的“爆品”。有数据显示,在美国,衍生品的收入高达电影总收入的70%,远超电影票房2倍多,但在国内,电影收入的90%到95%都来自票房和植入式广告,衍生品市场还有巨大空间。

“授权宝”是阿里推出的为IP版权方和品牌商家提供IP运营服务的品牌。此次授权宝从电影转向音乐演出,直接拿下一个开了脑洞的爆款,让人们对中国衍生品市场充满遐想。

阿里影业CEO樊路远此前表示,阿里影业衍生品业务与Amblin Partners、派拉蒙、CN、万代南梦宫、TPC、园谷等海内外多家IP版权方达成合作,2015年,《碟中谍5:神秘国度》的衍生品销售额超1000万元,2016年《星际迷航3:超越星辰》衍生品销售额超4000万元,今年PAC-MAN、Pokémon、《三生三世十里桃花》等项目推出后,累计销售金额预计突破5亿元。

到这里,保温杯引发的追星事件最终成为了一个商业故事,商业资源迅速靠近娱乐热点,保温杯开了一个好头。

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