"Re-employment Men’s Team" ensemble "Happy Start Again" scored 9.6 points for Douban, which became a high-profile variety this summer. Analyzing the successful methodology of Happy Departure is closely related to its program positioning, guest lineup and fan interaction. At present, the second season of the program has been decided, but whether such a high score can be continued is also faced with many problems such as program planning and capital control.
author | Guo Xuemei(Author of cultural industry review, researcher of Sanchuan Huiwen Tourism Research Institute)
read and edit | Time
edit | Peninsula
source | Cultural Industry Review
In July this year, a variety show called "Happy Start Again" became the biggest surprise since the beginning of the year. 0713, the living variety show, the re-employment men’s group and the poorest variety show became the terms that must be mentioned when talking about this program.
At present, the program has been rated 9.6 points in Douban, with over 110,000 people rating it. It is another high-profile domestic variety show after Extreme Challenge and Detective Star. As a pure domestic original reality show, the program has surpassed Douban’s high-scoring reality show Han Zong’s new journey to the west, which proves the originality of domestic variety shows.
With constant praise and Amway, although the program is not well-known, it has also been broadcasted by Mango tv and Southeast Satellite TV, which also makes the fans of the program a little happy. As a domestic variety show produced by a domestic team, "Happy Departure" has a unique way of success. The audience likes their baggage-free, talented and talented, and is also moved by the friendship accumulated by the six-member group in the program for 15 years …
Re-employment Men’s Team and Happy Start Again
When it comes to the re-employment of the men’s team and Happy Departure, we must first talk about the program Welcome to the Mushroom House, because this is the source of the birth of Happy Departure.
"Welcome to Mushroom House" is a derivative variety specially prepared for "Life I yearn for 6", in which the six brothers (Chen Chusheng, Awakening, Ahu、Yue, Land Rover, Wang Zhengliang and Bird) of the re-employment men’s team were invited in the first and second phases. Although "Welcome to Mushroom House" and "Life I yearn for 6" are both slow variety modes of "Mushroom House", the variety effect of the former is hard for the latter to have.
Whether it’s the "Re-employment Men’s Team" in Welcome to the Mushroom, or the rock version of "Xiao Fang" sung by brothers and the hairstyle of killing Matt in ancient times, the audience will be more curious about them.
Then, fans began to shout online that the program group was "not enough to watch", and Daqian Film, the production team of Welcome to Mushroom House, began to take over the production of their group ensemble "Happy Start Again" and broadcast it live to attract online investment for the program, and finally won two advertising sponsors, namely, Wugu Dojo and RIO.
Whether it’s the "Re-employment Men’s Team" in Welcome to the Mushroom, or the rock version of "Xiao Fang" sung by brothers and the hairstyle of killing Matt in ancient times, the audience will be more curious about them.
Then, fans began to shout online that the program group was "not enough to watch", and Daqian Film, the production team of Welcome to Mushroom House, began to take over the production of their group ensemble "Happy Start Again" and broadcast it live to attract online investment for the program, and finally won two advertising sponsors, namely, Wugu Dojo and RIO.
△ "Happy Start Again" program producer Weibo
With a sponsor, the program can be prepared. From planning, shooting to broadcasting, "Happy Start Again" actually took only about two months, and the time was hasty. In addition, due to the lack of budget, the program was "downgraded" and became a B-class variety show, and this program was also dubbed "the poorest variety show in history".
The program is poor, but the content itself still attracts praise from old and new audiences. First, all kinds of jokes from Welcome to the Mushroom are still continued and developed, like many ancient stalks with their own labels, such as Ahu、Yue’s divorce stalk, Bird’s wedding singer stalk, Chen Chusheng’s champion stalk, etc. Wang Zhengliang is called "the king of rotten stalks" by virtue of every unexpected explosion stalk.
△ Bird was dubbed the "wedding singer" because he sang his hottest "Guest" at the Vision Wei wedding.
△ Ahu、Yue has repeatedly searched for hot search due to divorce.
Second, in addition to the game link of "Welcome to Mushroom House", games such as "Connecting Words and Making Sentences" and "123 Woodenhead" are added. Moreover, because this program belongs to their own group ensemble, the brothers are also very open in the program. They not only make their own cue process and add drama, but also take the initiative to find a job in the case of owing food and accommodation for the program group, and make an appointment with their friends’ crew and experience a group performance life.
△ Brothers tease each other, full of drama.
△ Brothers experience group performance life, and write and play "Huluwa" during the break.
At present, the first season of "Happy Start Again" has been broadcast four times. Compared with "Welcome to Mushroom House", the former makes the program more "good-looking" in the later stage, and many expression packs of re-employment men’s teams come from these magical clips.
△ Bird’s big eyes and big face special effects produced in the post-production of the program became the audience’s favorite expression pack.
Of course, the brothers’ transparent thinking also locked their fans from a higher dimension. What my brothers did and said was combined with their own personal experience of "difficult employment". The unpretentious and sincere expression made fans like this group from the bottom of their hearts.
Speaking of this, we must talk about their past, because many of my brothers reached their peak in 2007, and then they encountered various things that led to a decline in heat and no resources to keep exposure. Bird himself took part in Creation Camp a few years ago, competing with a group of players of different ages. They became "paste people" without a program invitation, and they took the initiative to win the group and seriously advertised to the advertisers of the Grain Dojo, so that the mentality of seizing the opportunity and not letting go made the audience feel funny and crying.
△ Land Rover’s speech after experiencing group performance life
The beauty of "Happy Departure" lies in that it not only continues what many viewers like in "Welcome to Mushroom House" into the new program, but also digs more and more soft and beautiful things for brothers.
The Successful Methodology of Happy Start Again
According to the "2021 China Variety Annual Insight Report" released by Yien Data, in 2021, the top three variety types that won the audience’s praise were talk shows, documentaries and interviews, and the reality show variety types were not among them. As a member of the reality show variety show, Happy Departure has received such eye-catching audience feedback, which is closely related to the positioning of the program, guest lineup and program interaction.
Program Orientation: Music+Travel, Outdoor Variety Mode Innovation
Since the re-employed men’s groups are all born in Happy Boys, singing is their hobby and work, and the group comprehensive program is set as outdoor travel variety. However, because the brothers are carrying musical instruments anytime and anywhere, they can sing everywhere, and the program has the characteristic label of "music+travel", which also contributes a lot to the variety itself. Whether it is going to a desert island to survive, or experiencing group performances and chatting at night by the sea, the brothers can hum and sing anytime and anywhere.
At present, there are two common modes of many outdoor variety shows in China. One is to support the whole program by intensive variety shows, and the audience is attracted by such frequent interactions, such as Running, Travel Notes around Youth, and the other is to create something to watch by relying on the conflict of program guests. Flowers and Teenagers belong to this category.
The mode of music+travel is a relatively rare mode at present, but Happy Departure is not the first music+travel reality show in China. Previously, such a mode has been set up in various arts such as City of Meeting, Walking and Singing, but the difference is that these programs emphasize the purpose of song creation, that is, the program will require guests to travel to a certain place and then create related songs, and the purpose of travel designed for music creation is obvious.
It is rare to combine simple music creation, singing and travel reality show like Happy Departure, and its success can also show the audience’s recognition of this model. So far, it has been reported that similar fast girls’ ensemble "Summer when I Want to Sing" and "My Style and My Show" are being prepared, but their broadcast effect remains to be seen.
Guest lineup: multiple labels, with cross-circle effect.
Because the brothers of Happy Departure are all born in the top 13 fast men in 2007, although their popularity is not high at present, they still have a good foundation in certain age groups, especially this group of viewers who have experienced too fast men’s draft, such as Chen Chusheng’s "Did anyone ever tell you" and Ahu、Yue’s "Can you forget", which may be the mobile phone ringtones they have set.
△ "Welcome to the Mushroom House", the songs in the re-employment men’s team ranked pk.
In addition, "Happy Departure" itself takes "Fast Men Reunion Travel" as an important topic, and the repeated historical memories of fast men in the program give people a feeling of returning to the past, which is easy to poke the nostalgic complex of this group of old fans, thus promoting their desire to watch.
However, if we simply capture this audience, "Happy Start Again" may not get such good audience feedback. The key is that they can also be loved by many young people at present. On the one hand, the brothers of the men’s team are "musicians", and their professional ability is very resistant to fighting. They can sing and create at any time in the program ("What a suck" and "I cried and I cried again" are the stalks in the program and the impromptu songs they created), which makes the young audience very recognized for their talents.
△ The "Deserve It" inspired by "Mushroom House" has become the theme song of the program.
On the other hand, some brothers have their own unique skills. For example, when they wake up, they often shoot "The Daily Life of the Old Singer" for other brothers spontaneously, which is dubbed by netizens as "Little Genius of vlog Editing". It is fun and interesting, and is recognized and loved by many young audiences, which also urges them to archaeological their older brothers’ previous programs and understand their past 15 years’ history.
△ "The Daily Life of the Old Singer" filmed by Awakening
In fact, in the domestic reality show, there are few variety guests who have such cross-circle effect. Comedy variety coffee Jia Ling, Yang Di, and singer variety coffee Charlie are among the better guest types, while the variety guests who are biased stars are generally difficult to get multi-circle recognition in variety shows.
However, after knowing this theory, most variety shows will be added by selecting various types of guests in order to cover all kinds of audience groups. It is not uncommon for singers, comedians, talk show actors and film and television drama actors to gather in one variety show.
Program interaction: emphasize participation and cultivate unique fan feelings
As mentioned above, "Happy Start Again" faced obstacles in budget, advertising sponsorship and other aspects in the early preparation, and this variety show was finally broadcast smoothly, which has an inseparable relationship with the fans of the show. On this basis, "Happy Start Again" conforms to this characteristic and creates a unique strong fan interaction.
In the pilot film of the program, the program group initiated the fan interaction of the group name, and several brothers published a solicitation in Weibo, asking netizens to offer suggestions and think of a name for the program, which also led to the circle of funny names such as "Nobody cares", "No more crazy and older" and "Brothers who behave badly" in the program. Fan interaction doesn’t end like this. The program group also plays this part of the clip, so fans who are selected by their brothers to read their names will have more satisfaction.
Not only the name of the program, but also the unique interaction between "dining tables" (the fans’ names of brothers) and their brothers, as well as the Amway of the Grain Dojo. The program was recorded and broadcast because of advertising sponsorship. Both the brothers of the men’s team and the audience of the program are very grateful to it. The brothers sang for the Grain Dojo in the program, and the fans bought instant noodles in the Grain Dojo in their daily lives. I hope they will continue to sponsor the second season of Happy Departure. To some extent, this is also a way to strengthen the relationship between fans and brothers. When guests and fans see each other’s efforts and intentions, it is easier to empathize with each other.
In fact, fans’ participation in the recording of official programs is not unique to Happy Start Again. For example, Running and Happy Camp have had interactive design of related links, thus mobilizing fans to be active and increasing the degree of topic. Different from these programs, the interaction of Happy Go Again is based on the unique relationship established by the program group, guests and fans, because no matter which side knows more or less the hardships of program preparation and investment promotion, they also understand that it is not easy to broadcast variety shows. The interactive design of the group name determined by the audience can show that the program group is interested in cultivating this special audience feeling.
Can the high score of "Happy Start Again" be continued?
According to Weibo released by Zhao Linlin, the producer of Happy Go Again, Happy Go Again has already started to prepare for the second season. At present, the high score of 9.6 in Happy Go Again has hit a large number of domestic variety shows, but it will take time to consider whether this popularity can continue into the next season or even more similar programs.
On the one hand, producer Zhao Linlin indicated that the second season show will still retain the favorite men’s team brothers, but the new problem is whether the brothers can still have the mentality of the first season after the success of Happy Departure. Brothers like Ahu、Yue, Bird and Lu Hu are frequently invited by the show. Excessive consumption of the re-employment men’s team may also make "Happy Departure 2" enter the dilemma of boring guest output.
△ "Happy Start Again" producer Weibo
On the other hand, the variety show "Happy Departure" may also face the dilemma of comprehensive N generations. With the high voice of the audience and the soaring word of mouth, the influence of advertisers and other capital on the production of the program may gradually show up. In the first season, fans are struggling to get advertisements, but in the following seasons, it is easy to turn into an embarrassing situation in which the program is full of advertisements. How to debug the collocation of advertisements and program content is an important topic that Happy Departure will face in the future.
And the program "Happy Start Again" itself also has a fatal weakness, that is, the program planning is not strong. Many viewers said that the success of the first season was almost entirely due to the chemical reaction of the brothers of the men’s team, and the design of the variety show was not brilliant, such as guessing the lyrics and 123 Woodenhead, which were very traditional games without their own characteristics. However, the director of the program group also said that he would plan the second season’s programs well and strive to "empower artists, not consume them".
△ crossword puzzle in the program
The first season of "Happy Departure" is coming to an end, but the audience’s love and affection for the re-employment men’s team will not end, and the high score of "Happy Departure" also provides practitioners with various production considerations. Domestic variety shows are not without originality, and they can still find their own way to success as long as they are careful.
