Chapter 45

Seven: ...

Good, very formal.

But Su Ning was not joking. When the next day arrived, everyone in the Glory team seemed to understand very well why Su Ning chose a villa with a video room as a dormitory.

This is literally a multimedia classroom!

In the morning, Su Ning arrived with the PPT he had agreed to deliver. I wonder how he managed to complete this kind of work in such a short time without any delay.

Before the new album was released, in addition to their schedules, the seven members had vocal and dance training classes every day. Su Ning was very strict in this regard and there was no room for negotiation.

However, this time after the training class, I started some cultural classes. The "classrooms" were still next to each other, so there was no time wastage at all.

When the seven members of Glory received not only the PPT but also paper courseware, everyone was a little confused.

In their usual perception, they thought that endorsement was as simple as getting paid to shoot materials. This was what happened when ads were inserted in the previous Oupu Sipa, and the lines were often a bit awkward.

But the thought of thinking about her overturned their original idea. They wanted to know more about her, but they didn't expect Su Ning to take it so seriously.

Su Ning had to go to the company today, so he dressed very formally early in the morning, but he was wearing a gray suit, no tie, and still had the pair of gold-rimmed glasses on his face. When he looked up at them, he did not look like the gentle Bodhisattva he had before.

When the seven people entered and saw him, they didn't dare to breathe heavily.

We used to have a good relationship, and when we talked about this yesterday, it was like we were just friends, but now...

It's exactly like the feeling of meeting the principal in elementary school!

There is a huge sense of oppression.

It seems that when you see Su Ning in different occasions, he looks different.

However, this class is different from the previous ones I learned in school. Before that, it was knowledge from books, which seemed very far away and seemed to have no practical application.

But right now, on the seat are invitations, plans, advertising scripts and even contracts that have been prepared and are waiting to be signed. Theory is linked to reality, and it is about one's own development. How can one get away with it?

What's more, what Su Ning said next was very easy to understand. It sounded like a summary of his own experience.

Teach step by step.

“Generally speaking, the selection of commercial resources will have the following considerations. Choosing endorsements, or cooperating with brands, should be regarded as a major commercial cooperation that is mutually selected.”

“Brands will select you, and artists should also have the basic awareness of selecting their partners.”

"A successful brand collaboration can even be a guarantee for your career. Some artists have had brand collaborations for decades, which is jokingly called a 'pension fund' in the industry. A failed collaboration can become a black mark for both parties. Even if you don't consider popularity, you should still take it seriously."

"I know that besides me, you also have executive agents who will make plans and screen resources for you, but it is you who are exchanging your personal image. If something goes wrong, the artist will ultimately bear the consequences. At any time, you must have a basic understanding of the work in order to come up with your own ideas."

"The team guarantees the lower limit, and the artist guarantees the upper limit."

After hearing this, everyone present sat up straighter and their expressions became more serious.

After Su Ning finished speaking, he turned the page and continued, "...consider the level of the endorsement. Generally, commercial cooperation is divided into promotion, brand ambassador and brand spokesperson. You should pay attention to the differences between the concepts and the wording in the contract. This will affect the actual treatment you can enjoy during the work process."

At this point, he said to Zhou Heng: "You should know why I didn't want you to shoot the Jianfeng ad. Although the money was high, it was just a promotion. This may also cause a chain reaction. If one brand gives you a low status, it will also affect other brands' judgment on this, and they will not give you a too high title."

Zhou Heng and the other two thought about it and then nodded in agreement. At the time, they just instinctively felt that it was a bit low and would consume popularity. Now thinking about it, they still felt uneasy.

"In terms of the length of endorsements, short-term endorsements in the industry can be as short as two or three months, while long-term endorsements can last for more than 20 years. Many long-term endorsements become part of the artist's image and career. Normally, the long term is chosen over the short term."

"Longer-term endorsements will force brands to consider long-term profits and not kill the goose that lays the golden eggs. They may even take the initiative to protect the artist's image."

"Li Chu," Su Ning looked down at the audience, "Now you should understand why I helped you turn down that short-term lipstick endorsement from a big brand that approached you."

"I know," Li Chu said, "The time is too short, and the color numbers are limited to a few. I have seen that none of them are popular colors. The shooting team did not choose well. It seems that they just want to take a few pictures to promote it casually and ask me to help them clear out the inventory. They have no intention of long-term cooperation. The official spokesperson has cooperated for many years. Even if my sales volume is good, it will be difficult to surpass it."

These contents can only be regarded as the opening.

Su Ning's PPT and plan impressed Chen Yuan at that time. For them, just using them for explanation was enough, with pictures and texts, as well as classic cases.

Being an artist seems to be different from being an ordinary worker, but no matter how you look at it, this industry cannot be separated from the real workplace.

Many of the things Su Ning talked about next were described in detail in the courseware he provided, from types to channels. The longest part was about the degree of fit with the brand and the perception of its main advertising image.

“Although strictly speaking, in the entertainment industry, advertising endorsements cannot be counted as an artist’s work, we have to admit that advertising resources are a very important reference indicator in the comprehensive considerations of the industry and fans. Commercial resources are a very important part of an artist’s popularity and attention. There are artists who became famous through an advertisement and subsequently obtained other resources.”

It is basic for brand spokespersons to experience the product and be familiar with the product requirements. In addition, many people will have an in-depth understanding of the brand’s history and put forward their own ideas during the advertising shoot, thus creating classic works in advertising endorsements.

He is like everyone's friend and a close confidant of the artists. At the same time, he also makes people remember that he is the boss of the seven people present.

After saying all this, Su Ning also had some meaningful closing remarks.

"You are no longer trainees. It is common for endorsement fees to be seven figures. This is already top-level treatment in the domestic idol circle. To be able to earn this kind of money, first of all, it is based on your excellent professional qualities that allowed you to stand out in the competition. However, even if you are a natural idol, you cannot act purely on instinct after reaching this level. You must keep thinking and learning about the industry. When you have enough choices, you should think clearly about this."

“I hope everyone can perform better in front of the camera.”

Even though Su Ning's operation period was only one and a half years, it can be seen that his plan is indeed long-term. If he was a boss who only cared about money, he could have taken on some short-term endorsements and harvested a lot of fans, but he didn't.

He really wanted to teach everyone to understand some widely applicable rules in some industries, especially the last page of the courseware, which is the regulations on celebrity endorsements in the Advertising Law. It is followed by a popular explanation of the law and examples, carefully setting the bottom line for them.

In other places before, it seemed that all they had to do was sing and dance seriously, and no one had ever explained these things to them in detail.

There were more than just seven people sitting there listening to this.

Zhou Chunqing, who was just about to make the transition behind the scenes, was also listening as a staff member, and Su Ning did not hold back.

She is no longer an artist. Today she is simply wearing a set of clothes. She is not as glamorous and exquisite as before, with spiky hair. But as a member of a team, she will have new thoughts about her work. So she took a small notebook and took notes carefully. The thoughts in her mind are clearer than when she was confused in this circle before.

Zhou Chunqing is actually a strong and competitive person, and he refuses to admit defeat. Otherwise, he would not have secretly collected evidence against Jiang Chenfeng at that time, and dared to send Su Ning and Li Chu out in front of so many cameras in Diao Chunjiang.

She dares to do things that others dare not do.

Now working as a makeup artist here, she is determined not to let Li Chu and Su Ning tell others about her relationship. She doesn't want to be special. She was an unknown 18th-tier star before and few people recognized her.

She earns this money because of her good makeup skills, not because of any connections.

Jiang Chenfeng fell down, and the mountain pressing on her head seemed to disappear, and she gradually wanted more.

Right now, Xiao Chu has become a top star. Even President Su Hongda, who almost ruined Guangying Entertainment's company, has now made a name for himself in the security industry.

That’s Su Hongda!

Since they were all working under Su Ning, why couldn't she give it a try? She wouldn't stay a makeup artist forever.

She wants to have her own place in this developing light and shadow entertainment.

Zhou Chunqing looked at Su Ning and gradually became more determined in his decision.

After finishing the theory class in Su Ning, there happened to be an advertising shoot in the afternoon. It was for a well-known domestic brand of pet products. It had never hired a spokesperson before, so this was the first time.

Just like what he said this morning, in situations like this, it is easy for a brand to have a "first love story". Once it really becomes a hit, the artist's image can easily be deeply tied to the brand, leading to long-term cooperation.

This company has capital and has been deeply involved in its own industry for many years. It has always been positioned in the mid-to-high-end market. Although it cannot compare with the high-standard cooperation of luxury brands such as Simu, it is not bad either and is a very suitable choice.

Moreover, this time the commercial was shot by a well-known micro-film director, and you can see that he put a lot of thought into it.

However, due to budget issues and the overall style of the advertisement, they did not invite seven people at once. Instead, the brand selected Li Chu and Lin Zhi, two cute characters who look a bit like little animals.

Li Chu and Lin Zhi both like cats, and Lin Zhi even quickly raised a calico cat on the top floor.

This advertisement requires the artist to play the role of a "cat", which is generally similar to the style of a pet lover.

But as soon as he entered, Zhou Chunqing frowned.

It seems like too many brand props were given.

Cat ear hairpins, cat tails or round rabbit tails, paw plush gloves, leashes, and all kinds of them. Since it is a pet brand, they have all of them.

There was a makeup artist on the spot, so Zhou Chunqing didn't have the chance to do anything. She just did it according to their requirements. She had no say and did not intervene at the beginning. She just watched from the side.

When the actual filming started, Li Chu and Lin Zhi put on the props and followed the script's requirements for animal-like movements and some interactive scenes, which were almost completed. The dancers' bodies were flexible enough, and the young people's movements were not unpleasant.

But Zhou Chunqing felt that it was too deliberate, even a little artificial in some places.

Giving too much is actually wrong.

The director sitting there didn't look very satisfied, but the money was enough, and this wasn't a serious movie after all, so he just nodded his head. It didn't matter if he was striving for perfection. Anyway, as long as the picture looked good, he would have completed his task.

This is just an advertisement, not a real movie.

But Li Chu also felt bad.

During a break in the middle of the filming, he sat up from the plush carpet, frowned, and glanced at Zhou Chunqing who was standing there.

After all, they were cousins ​​who grew up together. With just one glance, Zhou Chunqing knew what he was thinking.

This means that Li Chu is very dissatisfied with his performance.

Lin Zhi sat on the sofa, frowning slightly. He now felt something was wrong until Zhou Chunqing came up to him and took off his headdress, then the bell from his neck, and motioned for him to take off the claw shoes on his feet.

"Why don't we try a change?" Zhou Chunqing said, "Xiao Zhi, think about what Mr. Su said. You can't just aim for a similar look or a similar spirit. You're not playing a real cat demon."

"Think about it, what is the essence of your three-flowered fish?"

Because he had taken off his headdress, Lin Zhi's hair hung down softly. He held his chin with his hand, and after a while, he lay down on the sofa, looking a little lazy.

At the same time, he raised his legs slightly.

His claw shoes were taken off, and his calves were exposed.

As a dancer, Lin Zhi practiced ballet for a while. She has nice legs and thin, white ankles, like a girl. When she lifts her legs, it looks like she is doing some graceful dance moves.

Then in the next second, this beautiful and elegant foot pushed over the prop glass cup on the coffee table in front with a "clang". There was still water in the cup, and it all spilled on the carpet with a "pop".