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PG ONE形象崩塌 OPPO与宝洁"踩雷"比粉丝还绝望
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Topic: PG ONE形象崩塌 OPPO与宝洁"踩雷"比粉丝还绝望 (Read 72 times)
Ada567
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PG ONE形象崩塌 OPPO与宝洁"踩雷"比粉丝还绝望
January 10, 2018, 08:36:35 AM
#1
皮几万形象崩塌,这些“踩雷”的商家比他的粉丝还绝望
最近,娱乐圈的新闻狂轰滥炸。即使不关注娱乐圈的人,也应该认识皮几万(PG_ONE)了。
这个本来以嘻哈音乐出身的歌手,如今与多个负面新闻联系在一起,并被多家央媒点名批评,可以说PG_ONE形象几乎崩塌。
艺人“出事”,损失惨重的不仅仅是自己,还有背后的公司和客户。以PG_ONE为例,自己本身在地下音乐界摸爬滚打多年,从大红大紫到形象坍塌,仅仅不过半年的时间。现在又连累了“大哥”“嫂子”贾乃亮和李小璐,令人唏嘘。
作为《中国有嘻哈》双冠军之一的PG_ONE形象彻底崩溃,也给快速发展中的中国嘻哈界一个巨大的警醒。实际上,有着类似PG_ONE作品的Rapper不在少数,如今嘻哈歌手逐渐“从地下到地上”走进大众视野后,他们应该如何维护自身形象,代言公司又该如何选择艺人,值得深思。
PG_ONE代言了多少品牌
在“出事”之前,PG_ONE是众多商家的宠儿。
据每经影视记者不完全统计,雅诗兰黛、宝洁、oppo、御泥坊、麦当劳等公司,在PG_ONE走红后都与其有合作。
其中,去年9月份,时尚芭莎和雅诗兰黛的合作企划,找到PG_ONE代言口红,引发了一波舆论反响。此后,PG_ONE又和宝洁合作,在双十一时成为“宝洁嘻哈店长”,该广告还登陆了纽约时代广场。
随后,OPPO手机又和PG_ONE有广告合作,OPPO放出文案“你用一个夏天认识我,我却用了23年成为PG_ONE”成为微博热搜话题。PG_ONE也专门为OPPO手机出了一首歌。
此外,PG_ONE走红之际,还签约摩登天空,为《蜘蛛侠》、《英雄联盟》和《大唐无双》唱过推广曲,从美妆产品、日用品再到电影游戏,PG_ONE的商业合约可谓拿到手软。
如今,代言艺人形象崩塌,客户方面显然损失惨重,不仅仅是代言费损失,还有品牌形象、战略口碑的负面影响。每经影视记者注意到,在PG_ONE出事之后,雅诗兰黛、麦当劳等代言商紧急下架多个广告,并迅速删除相关微博,代言视频、歌曲也均已经无法播放。
有业内人士告诉每经影视记者:
有涉及代言的公司正在与PG_ONE方面谈判解约,并就其近期曝出的一系列负面事件是否涉嫌违约进行商议,不排除未来有索赔的可能。
除了PG_ONE之外,受到影响的显然还有李小璐和贾乃亮。李小璐在新浪微博拥有4000余万粉丝,微博显示,李小璐亲自打广告的产品就包括“Let’sdiet”秋裤、“亲润”护肤品等。
此前,李小璐曾于2012年担任“瑞大福”珠宝品牌担任形象代言人,一年期限的代言费为100万元。如今受到被曝“出轨”事件的影响,李小璐、贾乃亮夫妇的各种代言想必也会受到极大的影响。
走向商业的“嘻哈”如何发展
在种种负面事件之后,损失的不仅仅是PG_ONE和贾乃亮夫妇,可能还有中国嘻哈乐的形象。
近期,在原定于1月6日晚《中国有嘻哈》的长沙演唱会筹备中,长沙体育馆门口的演唱会海报PG_ONE就直接被糊上了人工马赛克。演唱会举办单位发布声明称“原定演出嘉宾之一PG_ONE因不可抗力因素无法参加演出”,又一度成为一波热搜话题。
有人指出,这次PG_ONE连续的负面事件,或许对中国嘻哈乐进行一次洗牌,让中国嘻哈音乐人认识到问题的所在,对于嘻哈如何走向商业,业内也应该有更加清晰的思考和转变。
实际上,中国的嘻哈音乐人,在走红之前大多沉寂于“地下音乐圈”,部分作品偏激露骨,只是因为传播范围小,而没有受到大众关注。例如PG_ONE备受批判的低俗歌曲和侮辱艺人事件,就均发生其成名之前,只是因为被曝“出轨”事件后,突然获得大量关注,而重新被媒体和粉丝“挖”出来,导致其形象瞬间崩塌。
因此,像PG_ONE一样有着“黑历史”的嘻哈歌手,其实不在少数。而随着《中国有嘻哈》等综艺节目的走红,嘻哈音乐人越来越走进大众视野,收获了一波流量和商业代言,可以说和大众明星已经无异。这种时候,艺人们应该如何处理自己的形象,实在值得深思。
“地下的归地下,商业的归商业。”有业内人士评论称,地下嘻哈音乐人要急需发展,要做商业性的嘻哈人更要适应中国文化,找到面向大众化的契合点。
只有如此,艺人才能健康发展,而看上嘻哈音乐市场的公司也才能避免继续“踩雷”。
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