TV show selected idols dominate music market

Music in China met the summit in the end of 1990s when the mainland market was starting to open for Hong Kong and Taiwan entertainments, then lots of mainland music companies burst out and quickly made the whole market into chaotic status, some died quickly, some survived but running hardly until now, even some worldwide music companies didn’t work out in mainland market, WB music, Sony music, now also confront restructuring and acquisition questions.

When the old system is in the bottle-neck, a new concept jumps to the public -- TV show selections, traditional music companies cooperate with TV stations to make live shows to find the next pop music star, what you can say it’s an international trend, because it came from American Idol, and was localized into Super Girl first by Hunan TV, after the first year try, in the second year it radiated all over China, has brought a big fame to the whole station. Then every year, this selection becomes a national event, occupying the most entertainment paper.

Afterwards it was copied by other local TVs, MyShow, MyHero, etc., which made out a lot of show champions and got the most spotlights during the show time, but not all of them can step up to the real temple, the quick eye-catching stars need more efforts to prevent from being cooling down. Each of them has certain fans group, but only few can really make influence to the mass. But for some music agents, they’re also good resources for making quick money, that’s why lots of low quality fast-food music products are overflow in the market, though they are probably just one time business, which actually affects the other singers’ reputation as well.

Due to more and more open attitude to TV show selections, people are willing to have opportunities to show on media platforms. Since the selected stars are bearing one after another, magnesium lights are always directed to these start-up idols, while it’s confusing the music producers, there’re less and less people caring for the quality. A music agent and producing company are very hesitating to foster and train a new singer if he or she is just freshman has no public media exposure before, though he or she has a really good throat, therefore you can find a lot of old POP music stars coming back, meanwhile the selected show girls and boys are dominating the market and TV programs.

It’s still early to judge the TV shows’ effect and influence, the old generation is still there, the new generation has not been ripe. We have learnt the great power of selection, which is a basic tradition in Chinese school system, now people use it into TV and music, and it works well. Although they haven’t launched many music disks yet, Li Yuchun, Zhang Liangying and Zeng Yike these new idols from Supergirl selection have been talked in town with lots of exposures. For a new comer, it’s a gift, but they should endeavor for more good music not to waste the root.

We are hesitating for welcoming fresh air, because the market environment is polluted to quite moneywise, not caring for long-term business, is it our market goal?

Ready for world domination!