Research On The Branding Of Online Music Variety Shows

With the development of Internet technology and the popularization of mobile devices,video websites have become the main viewing port of variety shows and the main battlefield of music variety shows.Although there are many categories and numbers of music variety shows in China,there are only a few programs that can penetrate the hearts of people.The serious homogenization problem has caused the reputation of music variety shows to decline,and the attraction is fading.In the summer of 2019,the music online variety show "The Big Band" submitted a user-satisfactory answer with a score of 8.8 on Douban score,won dozens of variety awards,and successfully developed a series of highly praised derivative products,Has become a successful case of the brand construction of music network variety.This article establishes a research framework based on brand strategy planning theory,comprehensively uses qualitative research methods such as text analysis and case analysis to explain the necessity of brand building of music-based network variety,combined with the discussion of "The Big Band".It has provided a viable path for the development of music network variety branding,responded to the industry 's concern about variety branding,and provided media producers with some ideas or methods that have strong practical significance and are worthy of reference.This article is divided into three parts as a whole: The first part sorts out the development process of the branding of music network variety,summarizes the current media ecological environment in China,and builds the branding of music network variety in the context of history and reality.Analysis of the background.The second part analyzes the brand positioning,brand recognition,brand promotion and brand extension strategies of "The Big Band" based on the theoretical knowledge of branding and communication.The program focuses on demographic and youthful audience positioning,focusing on the vertical development of the niche music field,emphasizing the network communication characteristics of program packaging and narrative methods,and opening up the platform,programs and users through the dual force of online trafficand offline experience The interest chain between them has effectively promoted the dissemination of programs and the realization of content.The third part starts from the actual needs of China's music variety production and music development,following the logic from individual to general,and summarizes some inspirations for the development of music network variety branding,including creating differentiated boutique content and expanding socialization.Marketing ideas and the construction of a multi-industry ecological pattern;at the same time,it also deeply reflected on the shortcomings of the current brand building.High-quality brand programs should focus on the function of leading their social and cultural values to avoid the emergence of niche culture under economic guidance Pseudo superiority overflows and the phenomenon of depletion of niche musical art core.