"Top Flow Internet Red" Zhu Once and "Soul Narrator" Zhang Ce "break up".
Zhu Once, the internet celebrity who emerged from the short video account "Zhu once's boring life" has more than 10 million fans on the entire network. But not long ago, Zhu once ignored the traffic heat and stopped for half a month.
After the update was resumed in mid-October, fans were surprised to find that Zhu Once's video lacked a familiar taste-the "heritor" Zhang Ce, who was responsible for the work behind the scenes of the Zhu once video, disappeared.
Zhang Ce didn't give the public a chance to talk about eating melon, and soon the "official announcement" answered the question. On the morning of October 16th, Zhang Ce officially posted on Weibo that he had resigned from the original company at the beginning of the month and no longer served as the planner, director, screenwriter, and dubbing of the "Zhu Once's Boring Life" series of videos, and returned to a simple and happy creator. .
张策没有给公众谈论吃甜瓜的机会，不久“官方公告”就回答了这个问题。 10月16日上午，张策在微博上正式发布消息，表示他已于月初从原公司辞职，不再担任《朱曾经的无聊的人生》系列的企划，导演，编剧和配音。的视频，然后返回给一个简单而快乐的创作者。 。
The two peacefully separated, from the front of the stage and behind the scenes cooperation, went to the front of the stage together. This inevitably makes people curious, where will Zhu who leave Zhang Ce go? And can Zhang Ce replicate a new "Zhu once again"?
Before he became the Internet celebrity "Zhu once", Zhu Gen was just the second generation of rich returnees who started his business in Zibo, and he was a walking "dominant president".
In 2018, Zhu Gen persistently looked for a new director, and wanted to continue his business in the short video field, even though he had been on the street many times before. At this time, Zhang Ce, who had just married his wife and returned to his hometown of Liaocheng, was struggling with the thought of "following his father-in-law to do the project, or continue to shoot videos as a director". After seeing Zhu Gen's recruitment notice, Zhang Ceyi chose to join without hesitation.
At first, they made some accounts, but found that the response was not very good, Zhang Ce began to wonder how to make a different content.
While sitting face-to-face with Zhu Gen, Zhang Ce only felt bored when he watched the boss play a mini game. But at the same time, a clear idea gradually emerged in his mind.
In an interview with "GQ Zhizu", Zhang Ce said that he stared at the boss for a long time and found that Mr. Zhu had a round face and a beer belly, and a pair of round eyes behind the thin-rimmed glasses. His eyes were calm, not smiling, and occasionally a little hollow. Somehow, Mr. Zhu in a parallel time and space appeared in his imagination: rich, free, and boring. Then he divided the word "gen" into two, "Once" was born.
张策在接受《 GQ Zhizu》采访时说，他盯着老板好久了，发现朱先生的脸圆圆，有啤酒肚，在薄框眼镜后面有一双圆眼睛。他的眼睛沉着，没有微笑，偶尔有些空洞。不知何故，朱先生正版365官方网站在他的想象中出现在平行的时空中：丰富，自由和无聊。然后他将“ gen”一词分为两个部分，“ Once”诞生了。
In Zhang Ce's view, Zhu Gen, as the "rich second generation" who has never worried about money, is in sharp contrast with himself who suffers from snacks. This contrast also promotes a difference in cognition. The content of the collision force.
After having an idea, Zhang Ce found Zhu Gen in a nervous mood. And Zhu Gen readily accepted the request, "changing career" as an actor "tool man".
Zhang Ce's creativity has received excellent feedback in practice. On June 11, 2019, the first short vibrato video of the "Zhu Once" series was released, and it attracted 30,000 fans the next day. Three days later, the number of fans on the account rose to 200,000, and even more followers reached one million.
Under the leadership of Zhang Ce, the team officially named this series of videos "The Boring Life of Zhu Once", closely following current events and producing content that highlights universal social contradictions. "Little People" are also integrated into the work, full of black humor and realism. After determining the content positioning, these short videos have also begun to be distributed simultaneously across the entire network on multiple platforms such as Weibo and Station B.
Since then, Zhang Ce and the team quickly deepened the richness of the content and made it personalized. Based on the inspiration brought by netizens, the video created popular words such as "alcoholic friends" and "African warning". The image of a rich man wearing a Rolex and the image of a rich man wearing a Rolex with a "Zhu called" laugh at every turn and a "Zhu" at every turn has become a distinctive symbol. The phrase "Hey, the lives of rich people are often so simple and boring" at the fixed ending of each video has also become a buzzword on the Internet nowadays, and it is brainwashed.
"Zhu once" became popular and quickly became a popular symbol on the Internet. It also "activated" the MCN company, which has been losing money behind the two, and became famous.
Entering 2020, the "Zhu Once" series has ushered in an unprecedented outbreak of heat. During the epidemic, "Zhu once's boring life" updated the short video "A Rolex's Way Home", which satirized the unscrupulous reselling of the mask industry chain in the form of black humor. This video has received tens of millions of views on station B alone, and it has also attracted the attention and forwarding of major official media. Suddenly, once Zhu had a blowout popularity, he was completely popular throughout the Internet. And Zhang Ce, who created this video, is also more familiar to the public.
Once Zhu left Zhang Ce, he would lose his soul; once Zhang Ce left Zhu, he would lose his brand. But the "soul" and "brand" finally parted ways.
The reason for this is nothing more than the practical problem of "the one who has the ability to work more, and the benefit is less".
Zhu once and Zhang Ce are the boss and subordinates in reality. Zhang Ce, both an employee and a creator behind the scenes, undertook the production of core video content such as directors, screenwriters, and dubbing. This is equivalent to a one-person team and has become the main force to promote the survival of IP; while the boss "Zhu Once" was just pushed Actor in front of the stage. This situation is actually the opposite of the MCN agency model.
Zhang Ce has also made an attempt to become a well-known influencer in front of the stage, but Zhang Ce's independent account traffic has been far lower than that of "Zhu once", and he has not succeeded in creating a personal IP, such as no head network. There is no attention to the drainage of red. Relying on the matrix number "Happy Ma Xiaoling" created by "Zhu once" and the big bang C Block 802 of the workplace, Zhang Ce only participated more as behind the scenes.
In addition, Zhang Ce does not seem to have any capital cooperation with Zhu Gen. According to Tianyan Check, the boss Zhu Gen has 14 companies under his name. Among them, "Zhu Once's boring life" belongs to Guangyao Liansheng Media, and the trademark copyright of "Zhu Once" is also owned by him. Zhang Ce does not have any positions or shares. .
In fact, Zhang Ce himself has discovered that his behind-the-scenes identity has limitations on the establishment of his reputation. Today, the breakup of the two parties also reflects the limitations of the "boss as actors and employees as pushers" model.
But in contrast, there are also the existence of breaking this limitation. Papitube, headed by papi sauce, is a good example.
After papi sauce founded papitube, it began to move towards MCN. While continuing to develop its own IP, it also allows employees behind the scenes to collaborate with them to show the video content, and creators behind the scenes have more opportunities to display.
The boss took the employees and walked from behind the scenes to the front of the stage. There is more room for development and better opportunities for behind-the-scenes creators to become contracted authors and create independently.
In addition, unlike Zhu once, papi sauce has always been a creative proponent, content planner and producer. Even after the establishment of papitube with a large team, papichan will still check the details of each video, discuss ideas with behind-the-scenes directors, screenwriters, etc. for "brainstorming" instead of just being an actor.
When the actor and the behind-the-scenes creator are the relationship between the boss and the subordinates, whether they can go hand in hand together, the key is to ensure that the behind-the-scenes creator can get the corresponding benefits after paying. But when the rewards the creators want behind the scenes change, the relationship between the two parties may no longer be stable.
After "breaking up" because of interests, it does not mean that Zhu and Zhang Ce can achieve a win-win situation.
For Zhang Ce, "Zhu Once" is difficult to replicate, and the phenomenon-level IP may even be created by the combination of inspiration, opportunity, and luck.
The emergence of "Zhu Once" broke the solid thinking and method of video creation. The unique satirical black humor is the foundation of its popularity. However, it is not easy to "break the convention" and "unique". The phenomenon of imitating a thing on the short video platform after it has become popular can illustrate this point.
This is actually an inevitable predicament for many MCNs. Papitube can’t recreate the papi sauce so far, and it正版365官方网站’s also difficult for Ruhan to find a second Zhang Dayi. After losing the "Zhu once" created by himself, it is extremely difficult for the company Zhang Ce and his wife to register to create a phenomenon-level internet celebrity. And it seems difficult to copy Zhu once. Internet celebrities often have to use unique labels such as unique personality and creative content to gain the favor of the industry. Copy and paste is a taboo.
对于许多MCN，这实际上是不可避免的困境。 Papitube到目前为止无法重现木瓜酱，因此Ruhan很难再找到第二张大邑。在失去自己创造正版365官方网站的“一次朱”之后，张策和他的妻子很难注册以创建现象级的互联网名人。而且似乎很难复制朱。 Internet名人经常必须使用独特的标签（例如独特的个性和创意内容）来赢得业界的青睐。复制和粘贴是禁忌。
For Zhu Gen, how to keep the life of "Zhu once" is the most difficult problem.
After Zhang Ce left, the video updated by the "Zhu Once" team can already see the decline in data. Since then, without the "unique" content created by the core characters, "Zhu once's boring life" may face a disastrous blow. Even if the team can find new paths through content transformation, the loss of fans will inevitably occur.
The short life cycle of influencers is an indisputable fact. On the short video platform with billions of mass content, newcomers and new ideas emerge in an endless stream. Once an influencer changes style or content quality declines, users will not hesitate to find the same type of content substitute in the face of huge choices , And the platform’s creator support plan and personalized recommendations will help users find more.
Finally, in front of the two MCN bosses Zhu Gen and Zhang Ce, there is the ultimate big problem in the industry-how to scale.
In Zhu Gen’s matrix, accounts other than "Zhu once's boring life" can hardly be regarded as top-tier accounts, among which "Happy Ma Xiaoling" and "Workplace Big Bang C Block 802" are only small-scale "outs". , The number of fans stayed at more than 400,000, far less than the tens of millions of "Zhu once's boring life". There are even accounts that have not been updated for a long time and become "dead accounts".
Together with his wife, Zhang Ce registered a media company in June 2020 and named it Shandong Dream Star and Culture Media Co., Ltd. After setting up the company independently, Zhang Ce has yet to show new trends. In other words, scale is still far from Zhang Ce.
For Zhu Gen and Zhang Ce, whether they will fight the chambers or "sink" together in the future is still unknown.