The number of MCN institutions has increased exponentially, and the industry track has become increasingly crowded. At the same time, a large number of institutions are closing down.
"At the beginning (around 2015), anyone could come and play, and everyone felt that they were standing on the top of the wind. But this industry has changed too fast, and now there are only a few left, and the head effect is particularly obvious. ". An operations staff member who used to work at the MCN agency said so.
Industry insiders revealed that in recent years, MCN institutions have "started from Country Email List scratch" to incubate less and less Internet celebrities, and it has gradually become a major trend to conduct business cooperation with Internet celebrities with a fan base. It takes a lot of capital to support an Internet celebrity. Due to the dependence on public domain traffic, the cost of traffic delivery remains high, and the cost of MCN institutions to train anchors continues to rise.
This also means that it is not easy to incubate a successful Internet celebrity. In addition, most MCN institutions will devote a lot of resources to their top Internet celebrities, and the Matthew effect continues to expand - the top MCN institutions have the best quality resources , is good at creating hot spots and promoting the cooperation between the brand and its artists, and improving the probability of realization-industry resources flock to large institutions, and large institutions leave high-quality resources to "one brother and one sister", thousands of small companies and small Internet celebrities Divide the rest of the cake.
On Douyin, Wuyou Media has been ranked No. 1 on the platform’s MCN monthly list for more than 30 times, with over 80,000 signings as a whole. The main signings are Guangdong couples (e-commerce/music, 52.344 million fans), Mala German Zi (gourmet, 39.281 million fans), Duohe Maomao (e-commerce/funny, 29.74 million fans), Liu Siyao nice (beautiful, 21.81 million fans), Golden Retriever Land Rover (pets, 20.331 million fans). This year, Liu Genghong (73.36 million fans) who set off a national fitness boom is also an artist under Wuyou (the above fan data is the number of fans displayed by each account on the Douyin platform as of July 26, 2022 at 18:00).
The bustling world is for profit, and the hustle and bustle of the world is for profit. Agreements, contracts, IP... In recent years, the contradictions between Internet celebrities and MCN institutions have gradually become public.
There were conflicts in the distribution of interests, different content creation concepts, and plans to terminate the contract and set up a new portal. Well-known Internet celebrities such as Li Ziqi, Lang Weixian, Zhang Kaiyi, Xiangxiang Battle, and Lin Chen were all involved in the dispute with MCN.
In fact, the interest relationship between MCN institutions and bloggers is very delicate. In other words, in the early stage, the two parties belonged to an employment relationship, and the MCN organization was stronger, but with the continuous growth of blogger fans, it became a dynamic symbiosis of rights and interests. With the expansion of the number of fans, the popularity of bloggers continues to rise. After becoming the top Internet celebrities, they have a greater voice than MCN institutions.