[Here's another tidbit: It's rumored that Ji Bapi, the 'skinny guy' from Qingping, signed a gambling agreement with Ru Guan. If this drama loses money, Ji Bapi will have to work for Ru Guan for free for ten years.]
[It's obviously fake. Why would Ji Juntao, an outsider, sign a performance-based agreement for a drama produced by Rutai?]
[Just look at it. Ye Zheng's little, run-down company isn't worth your gamble.]
[Brother, if you just took a look at Qingping's current market value...]
[Someone in the group has revealed that Ji Bapi has invested in several recent dramas that have made a splash, and his wallet is bulging...]
Ji Juntao adopted a stealthy approach to development, quietly amassing wealth. While she didn't have any big names under her wing, she had a considerable number of second and third-tier artists, all personally recruited by her. These artists might not be famous, but they were very lucrative. Plus, they caused less trouble and she wasn't afraid of audits or being exploited.
If Lao Ye becomes a star because of this drama, I can't even imagine how comfortable Ji Juntao's life will be...
[Oh my god! Can't we send a bolt of lightning to strike these capitalists dead? I'm so used to working in your group that I've almost forgotten what money is!]
---------
"Promotional strategies are very important."
Boss Ji, the capitalist, is holding a small meeting.
Although he had a wealth of talented people under his command, this was, after all, their first time participating in the innovation and entrepreneurship competition, and none of them had any experience. Ji Juntao was worried, so he had to call together the core members of the publicity department to offer some guidance.
Everyone in the company was busy with their own things, so this meeting was a small online meeting. Shang Yechu also joined, but to avoid being screenshotted, she didn't turn on her webcam and used a pseudonym; only Ji Juntao knew who she was.
A girl with glasses and dark circles under her eyes reported in her profile picture frame: "I have found content creators for commercial editing. They are all big names in the film and television section of Pi Station. They have been carefully selected."
“Tuiqi Video doesn’t have a good reputation in the editing circle. We haven’t found many people willing to post derivative works on it yet,” a skinny young man chimed in. “Weibo editors are basically in sync with Pi Station.”
"What about Douyin?" Shang Yechu sent Ji Juntao a WeChat message, signaling her to ask.
This platform is what Shang Yechu cares about most. As the future leader in China's short video industry, gaining an early advantage on Douyin is quite important.
Ji Juntao asked the question.
“Douyin is more troublesome,” Ji Juntao’s assistant reported. “Douyin editors are too scattered and hard to find. In addition, Douyin doesn’t seem to like videos with traditional editing styles. It prefers super short clips of 15 seconds to 1 minute or videos with plot explanations. Furthermore, compared to Pixiv, Douyin’s fans are more dispersed, with the majority being casual viewers, making it difficult to accurately grasp their preferences.”
"We absolutely cannot give up on Douyin," Shang Yechu thought for a moment, then sent Ji Juntao a message via WeChat: "[I remember 'Tianban' hasn't registered an official account on Douyin yet, right?]"
[Registered, but only posted a few previews, not much activity.] Ji Juntao scrolled through his phone, sent Shang Yechu a [poop] emoji, fully expressing his speechlessness towards Ruguan TV. [The content isn't very popular either.]
In 2018, the main platforms for promoting TV dramas remained television stations and Weibo.
Shang Yechu: [Get that official account moving, follow the trend, use popular memes, release some behind-the-scenes footage—do I need to be taught how to do this?]
Ji Juntao: [Do you think Ru Guan is an idiot? If he could play this game, he would have done it already. Have you forgotten the subject matter of "Half of the Sky"? This kind of thing shouldn't be messed with.]
I forgot about that.
Shang Yechu had become accustomed to the entertainment atmosphere that would dissolve everything a few years later, and before he knew it, he had habitually blurted out the marketing tactics that would emerge in the domestic entertainment industry.
Fortunately, this message was sent to Ji Juntao via private message, so no one else would see it, otherwise Shang Yechu would have been in serious trouble.
Shang Yechu thought for a moment, then added: "I'm not talking about using overused memes—I mean the wholesome, positive kind… never mind. The more official accounts say, the more mistakes they make, so just pretend I didn't mention it."
The colleagues in the video were still reporting that, apart from Douyin, they had basically contacted the first batch of secondary creators on all the major platforms. As Shang Yechu listened, she also began to worry.
Shang Yechu only vaguely remembered the concept of derivative marketing; she knew it became very popular a few years later, with almost every drama series imitating it. But the specifics of its implementation were completely unknown to her. She was an actress, not a big data analyst; how could she know which video would go viral and which would flop?
She vaguely remembered that this thing had some kind of formula, and although many viewers called it a "fraud," it seemed to work quite well...
Shang Yechu was lost in thought when she suddenly heard a voice coming from the screen:
"Mr. Ji, I remember there's a saying that goes like this."
When Shang Ye first looked up, he saw that it was He You, Ji Juntao's capable assistant. He You was also a promising young man. After receiving the money, he was in high spirits and stood out among the group of people with dark circles under their eyes.
He Youdao said: "The same book, the Confucian scholar sees the Book of Changes, the Daoist scholar sees lewdness..."
Shang Yechu felt as if something had flashed through her mind. Ji Juntao straightened up in front of the camera: "Go on."
"A talented person sees romance, a gossipmonger sees secrets." He You didn't keep anyone in suspense, "Everyone can only see what they want to see."
Shang Yechu: "—!"
He You cautiously said, "A single spy drama might have a small audience. But I think 'Half a Sky' should contain more than just spy drama."
Yes! That's exactly what I mean!
Shang Yechu slammed her hand on the table with a loud thud. Ignoring the numbness in her hand, she grabbed her phone and sent a long voice message to Ji Juntao.
"Tell those video editors on TikTok to stop making those long, all-encompassing mashups! Extract short segments of the story and make them into short clips!"
"For middle-aged male viewers, it's about Lu Huaizhang's Machiavellian tactics in officialdom; for young girls who love shipping couples, it's about the interactions between me and Shi Shan; for political enthusiasts, it's about the satire of the Kuomintang; for comedy lovers, it's about the dark humor of the Ninth Bureau; for spy drama enthusiasts, it's about spy drama; for suspense lovers, it's about suspense; for action movie lovers, it's about action; and for fans of fast-paced, exciting stories, it's about exciting dramas—"
"If the audience has a sense of national pride, show them the tragic grandeur of this drama; if the audience likes a fast pace, promote the tight plot of this drama; if the audience is older, highlight the names of Xue Haodong, Zheng Bohan, and Xu Hanwen; if the audience is younger, use Shi Shan's name!"
“We don’t need to shout out, ‘This show is such a high-quality production.’”
"We just need to tell the audience, 'This show has what you want to see!'"
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