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 his dormitory.
This is simply a multimedia classroom!
In the morning, Su Ning arrived with the PPT he had agreed to prepare. I don't know 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 schedule, 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.
But this time after the training class, I started some cultural classes, and the "classrooms" were still next door to each other, so it didn't waste any time at all.
When the seven people from Glory received not only the PPT but also paper courseware, everyone was a little confused.
In their previous understanding, they would think that endorsement is as simple as taking money and shooting materials. This was the case when advertisements were inserted in the previous Oupu Tu Sipai, and the lines were often a bit awkward.
But the matter of Si Mu overturned their original idea. They wanted to know more, but they didn't expect Su Ning to take it so seriously.
Su Ning should have 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.
Obviously, we had a pretty good relationship before, and when we talked about this yesterday, it was like we were just friends, but now...
It's exactly like meeting the principal in elementary school!
It feels very oppressive.
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 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 practice, and it is related to personal development. How can this be fooled?
Besides, what Su Ning said next was very easy to understand. It sounded like his own summary of 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 choose you, and artists should also have the basic awareness of choosing 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' in the industry. A failed collaboration may become a black spot for both parties. Even if you don't consider popularity, this matter should be taken seriously."
“I know that besides me, you also have executive agents who will make plans and select resources for you, but it is you who exchange your personal image. If something goes wrong, the artist himself will bear the consequences in the end. At all times, 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 endorsement. Generally, commercial cooperation is divided into promotion, brand ambassador and brand spokesperson. You need to pay attention to the differences between the concepts. The wording in the contract 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 don't want you to shoot the Jianfeng ad. Although the money is high, it's just a promotion. This may have 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 nodded in agreement. At the time, they just instinctively felt that it was a bit low and would waste popularity. Now when they think about it, they still feel scared.
"In terms of the length of endorsements, short-term endorsements in the industry can be as low as two or three months, while long-term endorsements of more than 20 years are also possible. Many long-term endorsements will become part of the artist's image and career. Under normal circumstances, the long term is chosen over the short term."
"Longer-term endorsements will force brands to consider long-term benefits, not kill the goose that lays the golden eggs, and even proactively protect the artist's image."
"Li Chu," Su Ning looked down at the audience again, "Now you should understand why I helped you turn down the short-term lipstick endorsement from that 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've seen them, and they're not popular colors. The shooting team didn't choose well either. It seems that they just want to take a few pictures and push them casually. They asked me to help them clear out the inventory, and they didn't plan to cooperate long-term. The official has a spokesperson who has cooperated for many years. Even if my sales are good, it will be difficult to surpass them."
These contents can only be regarded as the opening.
Su Ning's PPT and plan were able to impress Chen Yuan at that time. For them, it was enough to just use it for explanation, 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 said next were described in detail in the courseware he provided, from types to channels. The longest section 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 popular through an advertisement and then obtained other resources.”
It is basic for brand spokespersons to experience the products and be familiar with the product requirements. There are also many people who will have an in-depth understanding of the brand’s historical origins and put forward their own ideas during advertising shooting, thus creating classic works in advertising endorsements.
He is like everyone's friend and a confidant of the artists, and 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 you can stand out in the competition. But to get to this point, even if you are a natural idol, you can't just act on instinct. You must keep thinking and learning about the industry. When you have enough choices, you must think clearly about this."
“I hope everyone can have better performance in front of the camera.”
Even though Su Ning's operation period is only one and a half years, it can be seen that his plan is indeed long-term. If he is a boss who only cares about money, he can take some short-term endorsements to harvest fans crazily, but he did not.
He really wanted to teach everyone to understand some widely applicable rules in the industry, especially the last page of the courseware, which is the regulations on celebrity endorsements in the Advertising Law. There is also a popular explanation of the law and examples, which carefully set the minimum line for them.
Before, in other places, 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.
It wasn't even just these seven people who were sitting there listening to this.
Zhou Chunqing, who was just about to transition behind the scenes, was also listening behind the scenes as a staff member, and Su Ning did not stop him.
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 her hair pointed. 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. Her thoughts are clearer than when she was confused in this circle before.
Zhou Chunqing is actually strong and competitive in nature, and he never admits 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 the face 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, 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 Su Hongda, the CEO of Guangying Entertainment who almost ruined the 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 firm in his thinking.
After Su Ning finished the theory class, there happened to be an advertisement 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 complex". Once the artist really becomes popular, the artist's image can easily be deeply bound to the brand, leading to long-term cooperation.
This company has solid 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 with luxury brands like Simu, it is not bad either and is a very suitable choice.
Moreover, this time the commercial was shot by a very famous 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 people 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, neck 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 for the advertisement, so Zhou Chunqing didn't have the chance to do anything. She just followed their requests. She didn't have much say and didn't 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 looked at the animal movements and some interactive plots required by the script, which they completed almost perfectly. The dancers' bodies were flexible enough, and the movements were not offensive enough.
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 looked dissatisfied, but the money was enough and this wasn't a serious movie after all. He just scratched his head and didn't care about perfection. 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 on 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 spirit. You're not playing a real cat demon."
"Think about it, what is the essence of your three flowers?"
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 half-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 the leading dancer, Lin Zhi practiced ballet for a while. She has nice legs and her ankles are thin and white, like a girl's. When she lifts her legs, it seems like she is doing some elegant 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", and there was water in it, which spilled all over the carpet with a "splash".
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