With the advent of the Web 3.0 era, will virtual idols become the mainstream?

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When there are some slight possibilities in the new model, investment will rush to enter and try to open up a new situation.

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Source:New research

The impact of the Internet on real life and business models has never stopped, even if we are used to its existence.

Driven by the expansion of the market and efficient business model, capital markets and Internet companies have been exploring new breakthroughs. Some business models are old-fashioned rather than time tested, but they can't find suitable substitutes for a time and can't be abandoned. When there are some slight possibilities in the new model, investment will rush to enter and try to open up a new situation.

Recently, the capital of various manufacturers have invested in the R & D and use of virtual idols, which is an attempt.

Something new that is not new

Virtual idol is not a very new concept for a long time. If you look at the year of birth, it will even be older than most Internet companies and the new generation of stars. In a strict sense, the virtual star can be traced back to the role of singer Lin Mingmei in the 1982 animated cartoon "fortress in time and space" in conquering the universe and ending the war with songs.

With the continuous launch of the series of works of "Fortress beyond time and space", Lin Mingmei and the singers in other works have also been welcomed to varying degrees. Today, 40 years later, Lin Mingmei's voice actor shinrijima Iijima is still concerned by many people as a singer. Her songs also sell well. Mentioning her, many people will still think of Lin Mingmei who stood in the cosmic warship and sent her songs to the whole universe. [1]

In the future, there are similar idol characters in the game. Shizhi fujizaki in love to the game "heartbeat memories" is the representative of this kind of role. In the game, she is a dazzling existence in any aspect. The popularity of the game also makes her image everywhere. Fujizaki Shizhi is the only person who has been trained as a virtual idol by the game company Konami. The official has also set up an official backup Association "Shiori mate" for her, which is published in the official quarterly magazine. I believe there are people in China who have seen her look on all kinds of printed materials except game players.

Popular characters in animation and games will be welcomed by followers due to the shaping of character image and the popularity of the work itself. The production company is also willing to take this opportunity to increase the publicity of products and support a series of new products to ensure sales. But these virtual idol characters are more like the influence of several of the characters concerned after the popularity of the works spread to reality. Such incidents are not uncommon in Japan. After the death of Li shiche, the popular character in the popular boxing cartoon "tomorrow's father", which became popular in 1970, a large number of fans dressed in funeral clothes and holding flowers gathered in the comic editorial department to hold a "funeral" for the character. Since then, special activities for animation characters are usually grand, but not rare.

Professional planning and the future of chuyin

In contrast, completely independent projects are built on the premise of idols at the beginning, and games such as idol master and lovelive When IP comes out. Virtual idols have also begun to become professional. Players can experience the cultivation, growth, debut and even retreat of idols through game immersion. Participate in all aspects of idol from all perspectives. This foundation also makes it possible to normalize offline activities of various virtual idol themes. γ€ŠLoveLive!》 Furthermore, the popularity of idol groups and the formation of groups all depend on voting, which also gives many fans the opportunity to participate and become a part of "history".

Due to the "light house" oriented style, such projects can attract attention at the slightest opportunity, without too high cognitive threshold. It also allows a large number of passers-by to participate without burden and further expand the influence of the topic. The word "missionary" has also become a high-frequency word often seen in the topic of virtual idols since then.

The concept of virtual idol is completely out of the circle, and love live Almost the same period, even earlier. The vocaoid program developed by CRYPTON future media and produced with the sound source of female voice actor Fujita, is the first virtual idol familiar to the public. Even ordinary people who don't know much about virtual idols can describe the bouncing blue ponytail girl when asked about their understanding of the future of chuyin. Or at least I've heard the popular song of throwing onions. As the first familiar vocaoid role by the public, chuyin future has indeed achieved the first in many aspects. In the 39 thank-you festival in 2010, through 2.5D projection technology, chuyin future left the screen for the first time and performed offline concerts in the form of holographic projection. Since then, chuyin has held concerts in various technical forms in Japan and even many countries around the world to bring audio-visual enjoyment to the audience together with live musicians.

As software, the future hot sales of chuyin also make the difficulty of music production reach a very low level. Compared with many similar software of the previous generation, the high audio-visual authenticity of chuyin in the future can enable creators to make songs closer to their ideal. At the same time, the popularity of software also gives many amateur music lovers the opportunity to contact and create music.

Consumers' pursuit of idols has not changed since ancient times. The expectation that is difficult to realize can be realized in a seemingly perfect individual, or TA itself is the embodiment of his expectation, which can arouse great enthusiasm.

Virtual idols are no different from real people in this regard. And compared with real people who need to break through various practical obstacles to see their beauty, virtual idols can not only worship and pursue, but also have a certain degree of interaction and contact. This has also given countless people motivation and greater enthusiasm to invest in this behavior, which is essentially self realization.

Virtual live broadcast band

With the improvement of network transmission bandwidth, high-speed transmission of information becomes possible. In the past, there is no technical threshold for live programs that can only be seen on TV.A large number of special live broadcasting websites came into being. In the live broadcasting rooms of these websites, in addition to the live broadcasting rooms of professional themes such as news and sports, the anchor is the main body and interacts with the audience to maintain the popularity, which constitutes the mainstream of the website.The anchor has created one network myth after another with their expertise in some aspects. The popularity of live broadcasting economy also makes the word "anchor" more and more concerned by ordinary people.

Among them, virtual anchor is an existence that can not be ignored. To trace back, the emergence of virtual anchors is also very early. Many children's programs at the beginning of the century interacted with hosts, including characters in doll clothes and 2D and 3D characters made by computer technology. These computer-made, interactive roles are generalized virtual anchors. The origin of the virtual anchor we are familiar with today is the trip love (γ‚­γ‚ΊγƒŠγ‚’γ‚€ / Kizuna AI) launched in 2016. At the beginning of its debut, it also claimed to be artificial intelligence (AI), which brought great confusion to those who do not know the virtual anchor. Its contribution publishing platform is mainly youtube, a video website. After being temporarily banned, it switched to NicoNico, a Japanese video website.

At present, most virtual anchors will call themselves virtual up hosts or vtuber. This is because most virtual anchors outside China are active in youtube, so they call themselves virtual YouTube. Later, even if it is broadcast live on other platforms, the virtual anchor will call himself vtuber.

These virtual idols have different popularity on the Internet, but they can basically have their own core fan groups. They will not only support their idols in places other than various live broadcasting rooms, but also give advice on event planning, popularity expansion and image design, just like wild brokerage companies. While contributing, they are also very motivated to contribute their wallets for their idols to gain greater influence. Commercial performances, carrying goods in the live broadcasting room or direct rewards in the live broadcasting room are not rare.

It can be said that in terms of cost, except for some virtual idols that need top-level technical equipment to support the live broadcasting effect, the broadcasting cost of most virtual anchors is far worse than that of stars or well-known real-life anchors. Even non salaried students can start broadcasting by saving pocket money and purchasing affordable equipment.

The cost far from the traditional live broadcast naturally brings differences in experience. But this will not reduce the interest and enthusiasm of the audience, because in contrast, the advantage of virtual anchor / Idol lies in its high interactivity and various "performance effects" based on "virtual". These special effects often need film level equipment to make on real people, which is not too difficult for virtual images. High frequency "whole live" is also one of the root causes of audience enthusiasm.

So far, it is our current general understanding of virtual idols.

Virtual artists attract attention

Online and offline virtual anchors have attracted attention and created huge economic benefits。 In recent years, due to the outbreak of scandals such as crime and chaotic private life, star idols have not only made many star followers call "house collapse", but also caused huge economic losses to their companies and other stakeholders, such as brand spokesmen. Thus, the industry also began to turn its attention to virtual idols. Compared with real artists, virtual idols have no entity and there is no possibility of gossip. For the operating media companies, it is obviously much more cost-effective than spending a lot of resources to calm down after a sudden negative event. At the same time, there are no diseases, crimes and other accidents that will damage the interests of the company.

In the face of these advantages, it is obviously a good choice to create your own, error free virtual artist.In fact, many production enterprises have made the layout of virtual image earlier than media companies。 In terms of motivation, they also have considerable reasons - in case of image problems of star spokesmen, they need to take the lead in suspending the contract to protect the brand and corporate image from damage. But this will also be accompanied by considerable economic losses.

Some of these enterprises have signed contracts with media and technology companies to use their developed virtual images as time-limited brand spokesmen. Ayayi, Luo Tianyi and Ling Ling are among the best. Another part of the company is to cooperate with technology companies to let them create exclusive virtual images for themselves. For example, the "huaxizi" launched by huaxizi, a domestic cosmetics brand, and the "beco" owned by Ido jewelry brand are all developed by the sub world culture that has recently won the favor of investment. The previously mentioned Guofeng virtual KOL Ling also appeared on the cover of vogue me annual magazine and carried out brand linkage with Tesla and other brands.

Facing the strong demand of enterprises, technology companies naturally have the power to carry out technology research and development and product promotion. In fact, artist organizations also have considerable motivation to get involved in this field. Virtual idols and real star idols seem to form a competitive relationship, but for media companies and artist institutions that cultivate and promote stars, there is no great difference between them. Even under the background of limited idol life cycle, the former does not need to consider the whereabouts of personnel, and its advantages are more obvious.

When it comes to life cycle, in fact, this has always been a big problem perplexing star making institutions. Compared with the past hot era, a star can stand for more than ten years. Nowadays, the cultivation cycle of star idols is shortened, the demand for value is greater, and the time to maintain popularity is relatively short. Not to mention the risk of not becoming popular after spending the cost of training. Many risks, once the market enters the low tide, it is easy to appear the chaos exposed in the news of "squeezing trainees" in China.

Some people will care whether the emergence of virtual idols will divide the cake of the traditional idol market. In fact, there has been an answer to this question for a long time. Dividing the cake is an inevitable event, but there is no need to regard it as a major event to destroy the sky and the earth.

It is complete for cars to replace carriages, but electric vehicles and traditional fuel vehicles do not replace each other. Even the emergence of motorcycles will not affect the market of bicycles and electric bicycles. Rather than treat the market as a cake, it is better to treat it as a rainforest. All kinds of plants in the rainforest occupy their dominant position. Once a big tree falls, other plants will quickly occupy the advantage, but it is impossible to completely destroy each other. The emergence of virtual images in the idol market does not even affect real people to design and launch their own virtual versions. At present, many domestic and foreign star artists have begun to test the water in this regard, and the effect is unknown.

The only thing we can confirm is that the big popular market, that is, an era of single products sweeping the world, is doomed to die with the emergence of the Internet. With the improvement of consumption level and the hierarchy of cognitive differences, consumption with different preferences will appear and form settlements respectively. The essence of idols is to master people's attention. Compared with the number of people, how much attention time they can occupy is the most important indicator of success.

So, will the establishment of new technical standards be an opportunity to rescue the star making organization? When people are talking about Web3 0, what can artists organizations get from this wave? Are all idols. Can virtual provide additional surprises than real people?

South Korea, which has a long history of star making and a mature industrial system, tries to give its own answer.

Take Seoul stars as an example. It is a Web3 project initiated by humap, a Korean artist organization. The agency designed a 3D virtual idol named Yuna, which is also the core image of the Seoul stars project, and issued Yuna Genesis NFT. Users who hold the NFT can participate in Yuna's online concert and get the token sstar public offering white list.

On March 28th, the Korean idol company yunto announced that it would hold a concert on the virtual platform Yuna. It is reported that humap contents released Yuna's NFT last year. Yuna presents a human like appearance through the 3D design and production process.

There are not a few companies that have made similar moves. Lehua entertainment launched and created a virtual image in the star making mode. The a-soul women's group is an example. Even when they just went online, they were resisted by vtuber lovers who thought they belonged to "subculture", for no reason other than opposing the star making industry's invasion of the virtual anchor's territory. However, with the display of a-soul's talents in interaction and singing, the former opponents are gradually captured by its personality charm and high business level, become a loyal fan group, and in turn publicize the charm of this combination to the surrounding people.

In this attempt, there are not a few companies that test the water by combining the meta universe, NFT field and virtual idol. The root cause is that after technological progress, the cost of creating and maintaining a virtual idol is constantly reducing. Instead of holding on to tradition and attacking from many sides, it is a strategy. It is an interesting question how many of these idols will survive to the next decade after the upsurge of the meta universe.

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