When Internet celebrities themselves become cancerous tumors of Internet celebrities: Vtuber’s Paper Man mode can | gocengqq com, free sun and moon slots, keluaran togel malam

Virtual anchor Ai Jiang

Article | Brain Body

As the live streaming industry comes out of its expansion period, 2018 has also become a year when live streaming internet celebrities collapsed one by one.

In China, Chen Yifaer, Li Ge and others were banned for violating political red lines. In the United States, pewdiepie, the “biggest brother” on YouTube, is also not peaceful. He frequently mentions racial issues during live broadcasts. After being withdrawn from advertisements and bombarded by the media, his fans even attacked the official website of the Wall Street Journal in order to “ask for an explanation.”

At a higher level of development, the impact of Internet celebrity anchors on the mainstream entertainment market this year is not considered successful. Although Feng Timo appeared on the instant electronic music stage with mainstream artists, he encountered severe backlash from Zhang Yixing's fans.

I don’t know when it started. The image of internet celebrity anchors changed from grassroots and entrepreneurial to a chaotic, low-level and uncontrollable one.

However, the emergence of Vtuber may be another way of thinking in the dilemma of Internet celebrity anchors.

Behind the collective flop of live broadcast Internet celebrities, customers, platforms and agents are complaining together

Before discussing Vtuber, we need to first know what is the reason why live streaming celebrities flop.

In order to understand this problem, we specially interviewed a partner of a leading live broadcast platform who is responsible for the sales of embedded advertising in live broadcasts, and restored the problems that may arise in commercial cooperation with live broadcast internet celebrities.

When a customer chooses a certain Internet celebrity, connecting with the Internet celebrity agent becomes a big problem. Due to differences in work and rest schedules, it is often difficult to contact Internet celebrities between 9 a.m. and 3 p.m. Many Internet celebrities are not used to the model of booking business activities one or two months in advance, but prefer to take on temporary work based on their own economic situation. Moreover, many times when an Internet celebrity’s agent picks up a business event, the Internet celebrity himself may change his mind one minute before execution.

When it comes to execution, Internet celebrities may also have various problems. For example, if you are late for the broadcast, you will cry to friends for half an hour about why your computer cannot be turned on during the live broadcast, and you will completely forget to broadcast the product information; the so-called live broadcast script does not exist, and you do not want the Internet celebrity to remember the product information; another example is that the live broadcast is too complicated to play games, and ignores product display and other details; What is even more exaggerated is that the Internet celebrity goes berserk and yells at fans during the live broadcast. Fans may be used to it, but in the eyes of some customers, it has become a "live broadcast accident."

Generally speaking, the main reason for the rapid collapse of live broadcast Internet celebrities is the excessive concentration of commercial value.

The live streaming Internet celebrity industry was born at a very embarrassing time. At that time, the MCN organization represented by short video celebrities was not yet mature, and traditional entertainmentThe entertainment industry completely ignored it. Most live streaming internet celebrities have grown up wildly by relying on their own gaming skills and charisma, with the support of guilds behind them. They are often just big anchors cheering for smaller anchors.

So even if there is a management team now, it will not be like the traditional entertainment industry, where the company invests heavily in cultivating artists, so it has strong control over the artists. On the contrary, Internet celebrities often have a say in the management team. After all, Internet celebrities themselves have always been the money makers.

At the same time, compared to commercial cooperation, fan gifts bring much greater revenue. Take pewdiepie as an example. The reason why he dares to talk so much and is not afraid of losing his contract is because there are fans behind him to pay for the guarantee. Compared with memorizing the script, letting yourself go is more popular with fans. Most commercial cooperation is not as cost-effective as the super rockets that fans can buy for 2,000 yuan each.

In short, neither the clients nor the brokerage team can effectively restrain Internet celebrities. The extreme lack of internal competition allows Internet celebrities to have extreme autonomy. In the end, a status quo that was difficult to control was formed, and all problems and hidden dangers were accumulated at the last hurdle - the platform, making "network-wide ban" the only way to control Internet celebrities.

Another idea of Vtuber: the dehumanization of the internet celebrity industry

But in the live broadcast internet celebrity industry, another way of thinking has gradually emerged. Since treating Internet celebrities themselves as money makers often creates a lot of uncertainty, what if Internet celebrities are symbolized to reduce dependence on a certain person?

Vtuber is a Virtual YouTuber, which uses 3D capture technology to capture actions, convert real people into flexible 3D images in real time, and publish videos or live broadcasts on YouTube. The virtual anchor Ai Jiang that we all know well is a Vtuber. Of course, unlike artificial intelligence in human settings, Vtuber is still controlled by a real person.

In Japan, due to the good foundation of ACG culture, the concept of Vtuber was almost an instant hit. Aijiang has accumulated 2 million subscriptions in a few months. During the same period, a large number of other IPs also entered the market. Vtuber already has a professional brokerage company in Japan, which is responsible for the selection of live anchors and virtual image design. Many brands have also begun to choose Vtuber as their spokesperson for business cooperation.

Recently, Taiwan, China has also begun to introduce the Vtuber industry and established the Vtuber Alliance, claiming to have 100 Vtubers debut in 2019.

Compared with traditional live broadcast influencers, what has changed in the Vtuber model?

The first is the transfer of image ownership.

In the traditional Internet celebrity model, Chen Yifa'er is Chen Yifa'er, and this personal image with a commercial value that may reach hundreds or tens of millions belongs to the anchor himself. However, the virtual images operated by Vtuber are often teamwork and do not give the image actors the opportunity to over-inflate. Even if the actor's words and deeds are wrong, he can be replaced by someone else without the fans noticing. This strict internal competition mechanism will form constraints on the actors and control their behavior.

At the same time, there is also an improvement in commercial security.

For live broadcasters, the efficiency of live broadcasting is actually very low.. Spending a lot of time sitting in front of the computer every day, if you can't live broadcast due to something, in addition to losing income, it is more likely to cause a decline in popularity. This also results in Internet celebrity anchors often not having time to improve themselves, which is not conducive to the long-term development of the overall industry. However, the Vtuber model can fully adopt a "shift system" for the controller, which can not only extend the overall duration of the live broadcast, but also reduce the situation where the anchor cannot live broadcast due to personal reasons and delays business cooperation.

And the business extension ability of Vtuber’s virtual image is also stronger than that of a real person.

Compared with real people, the commercial licensing methods for cartoon images are obviously richer and more convenient. Including the Vtuberization of the existing ACG image, it is also a good business. Hellokitty, whom we are very familiar with, opened her own channel on YouTube to attract more fans for the IP.

Although Vtuber is not very popular in China at present, there is already a similar trend in the field of Weibo Internet celebrities. Every time Weibo holds a V influence offline summit, there will always be some users with hoods on their heads or wearing hoods. These big V portals that never show their faces online or offline are typical team management personal images, and their personal images are transferable. We often hear that a certain big V has "sold his account." This kind of business value is not bound to a certain owner, which is actually healthier.

Will the cheapness of collection equipment become the spark that starts a prairie fire for Vtuber?

However, judging from past logic, Vtuber is a very costly industry. When it comes to converting real people into 3D images, we often think of the expensive human capture technology in "Rise of the Planet of the Apes". Compared with live broadcasts that can be started by picking up a camera, the threshold of equipment investment may stop many people.

But what really brings Vtuber back to life today is precisely the reduction in equipment costs.

From the field we are most familiar with, AI's improvement in real-time video processing capabilities has paved a bright road for the development of Vtuber.

The beautification functions used in many live broadcast software are actually the same from a technical point of view as the face-changing function that converts people into 3D images. As for body and background processing, it is now very common in the field of short videos. Applying it to live broadcasting actually only requires an increase in computing power and a reduction in model size.

The progress of 3D structured light technology is also encouraging the development of the Vtuber industry.

Take Apple's Animoji as an example. The 3D structured light technology of the iPhone X's front camera is perfect enough to restore real-life expressions. If it can solve the problems of image design and data flow transmission, it can be seamlessly connected to the live broadcast.

Last and most important, even if you really purchase a set of human body collection equipment for live broadcast, the cost is not that expensive.

Take the equipment used by the Taiwan Vtuber Alliance as an example. Six HTC Vive positioning/controllers, plus a facial capture camera, only cost 300,000 yen in total, which is equivalent to less than 20,000 yuan. Even an e-sports console basically reaches this price.

Now that the firewood has been piled up, we are just waiting to see when Vtuber’s fire will come to China.

Of course, from any point of view, Vtuber cannot replace real Internet celebrity anchors, nor can it use new technologies to overturn everything because there are many problems in the development of the Internet celebrity anchor industry.

However, the introduction of Vtuber as a new model has the opportunity to get rid of many of the shortcomings of the past and establish a more complete industry. At that time, I hope that those live-action anchors who have been inflated in the past can learn from the talents of the paper people and learn from the advantages of the paper people.

[Source: Titanium Media Author: Nao Ji Ti]