This also means that it is not easy to incubate a successful Internet celebrity. In addition, most MCN institutions will tilt a lot of resources to their top Internet celebrities, and the Matthew effect continues to expand - the top MCN institutions have the best quality resources , is good at creating hot spots and promoting the cooperation between the brand and its artists, and improving the probability of realization-industry resources flock to large institutions, and large institutions leave high-quality resources to "one brother and one sister", thousands of small companies and small Internet Number List celebrities Divide the rest of the cake.
Take Worry-free Media, a leading MCN agency, as an example.
On Douyin, Wuyou Media has been ranked No. 1 on the platform’s MCN monthly list for more than 30 times, with over 80,000 signings as a whole. The main signings are Guangdong couples (e-commerce/music, 52.344 million fans), Mala German Zi (gourmet, 39.281 million fans), Duohe Maomao (e-commerce/funny, 29.74 million fans), Liu Siyao nice (beautiful, 21.81 million fans), Golden Retriever Land Rover (pets, 20.331 million fans). This year, Liu Genghong (73.36 million fans) who set off a national fitness boom is also an artist under Wuyou (the above fan data is the number of fans displayed by each account on the Douyin platform as of July 26, 2022 at 18:00).
The bustling world is for profit, and the hustle and bustle of the world is for profit. Agreements, contracts, IP... In recent years, the contradictions between Internet celebrities and MCN institutions have gradually become public.
There are conflicts in the distribution of interests, different content creation concepts, and plans to terminate the contract and establish a new portal. Well-known Internet celebrities such as Li Ziqi, Lang Weixian, Zhang Kaiyi, Xiangxiang Battle, and Lin Chen have all been involved in disputes with MCN.
In fact, the interest relationship between MCN institutions and bloggers is very delicate. In other words, in the early stage, the two parties belonged to an employment relationship, and the MCN organization was more powerful, but with the continuous growth of blogger fans, it became a dynamic symbiosis of rights and interests. With the expansion of the number of fans, the popularity of bloggers continues to rise. After becoming the top Internet celebrities, they have a greater voice than MCN institutions.