Recently, the Internet celebrity “Wang Zai Xiao Qiao” caused an uproar due to a concert, causing the number of fans to plummet by more than 4 million, and many platform accounts were banned or banned from following. Behind this turmoil, it not only exposed the shortcomings of Internet celebrities in terms of professional ability, content creation and team management, but also triggered people’s deep reflection on the transformation of Internet celebrities into artists.
Another Internet celebrity overturned.
Recently, because he claimed to hold a concert but did not show his face, and the ticket price was “outrageous”, the Internet celebrity “Wang Zai Xiao Qiao” with tens of millions of fans was pushed to the forefront. According to the data, she has lost more than 4 million fans, and her accounts on multiple platforms have been banned from following.
The last Internet celebrity who overturned because of the concert was “He Qiuqian”, who also fell into a public opinion storm last month.
There are thousands of reasons for Internet celebrities to overturn, how to “step on” such a form of concert now? In the final analysis, on the one hand, Internet celebrities never forget their “star dream”, but on the other hand, they still can’t afford to be scrutinized by the public in the spotlight.
01 “Wangzai Xiao Qiao” lost 4 million fans
Because of a planned concert, the Internet celebrity “Wang Zai Xiao Qiao” with tens of millions of fans overturned.
Wang Zai Xiao Qiao is an Internet celebrity singer who originally had more than 30 million fans on the whole network. Not long ago, she released a 5th anniversary thank you video and announced that she would hold a concert on August 9.
However, the news soon brought a series of controversies. First of all, Wangzai Xiao Qiao said that he would wear a mask throughout the whole process without showing his face; secondly, the concert ticket price is too high, reaching 268-968 yuan, which is comparable to a star; Finally, the concert playlist has more than 20 songs, only 7 of which are original, and the rest are covers.
“Bao, I can watch the original song at this fare.” In the comment area of Wangzai Xiao Qiao’s video, the most popular comment said.
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Some users reported to the relevant departments: “As an Internet celebrity who went to a concert and didn’t show his face, the ticket price was higher than that of the first-line stars, and he was naked to make money.” ”
If it’s just a question about the concert, it may not be enough for her to overturn.
After she announced that she would hold a concert, she claimed in the live broadcast that the original singer of “Rings of Growth is only Zhang Bichen”, completely ignoring the fact that Wang Sulong is a songwriter. This remark angered Wang Sulong’s fans, leading Wang Sulong to announce the withdrawal of the authorization of “Rings”, and Zhang Bichen’s studio also said that it would “no longer sing”.
Then, some netizens exposed more negative information about her: a former “big brother on the list” broke the news that he had rewarded her with 800,000 yuan but was snuffed and rejected; The signed singer accused her of contract fraud and induced cyberbullying. However, for these negative rumors, the company behind Wangzai Xiao Qiao said that they were all rumors.
On July 26, in the face of public pressure, she announced the postponement of the concert and issued an apology letter. However, this apology letter was detected by netizens with AI to detect that the plagiarism check rate was as high as 97.18%, and was ridiculed as “template-style perfunctory”.
The data shows that the number of fans of Wangzai Xiao Qiao began to plummet. Douyin’s fans alone have dropped from more than 23 million to more than 18 million, and 4.27 million fans have fallen.
On July 29, the topic #Wangzai Xiao Qiao was banned# ranked first in Weibo entertainment hot searches.
Wang Zai Xiao Qiao’s personal Weibo homepage shows that “due to violation of relevant laws and regulations, the user is currently in a state of silence”; Douyin, Kuaishou, and Xiaohongshu accounts show that the user has been banned from following.
02 Internet celebrity concerts are constantly controversial?
Wang Zai Xiao Qiao is not the first Internet celebrity with tens of millions of fans to overturn because of a concert.
Just last month, Internet celebrity He Qiuqian, who also has tens of millions of fans, held a solo concert in Chengdu, and was also questioned that the ticket price was too high: the face price ranged from 410 yuan (stand ticket) to 1,314 yuan (infield ticket), which was close to professional singers.
However, despite the high ticket price, many fans still pay for it. However, after the concert was held, because of the plagiarism involved, He Qiuqian fell into a greater public opinion storm.
Some users picked up the costume styling, microphone design and stage special effects of this concert, suspected of plagiarizing domestic entertainment stars. For example, its clothing style is accused of being highly similar to Wang Sulong’s 2024 tour costumes; The microphone design of the concert was accused of plagiarizing the custom design microphone of Zhang Hao (a member of ZB1 China) fans, and the designer “Cointreau” also posted on social platforms asking He Qiuqian to apologize and no longer use the plagiarized microphone.
In addition, another reason for the controversy is that He Qiuqian frequently plays original songs and lip-syncing at concerts, and the vast majority of the performance repertoire comes from other people’s works. For example, the most controversial songs at present, such as EXO-M’s Chinese version of “Mermaid’s Tears” and “HISTORY”, have been questioned as the original singers, and Lu Han and Huang Zitao sang on their behalf; And this kind of use of original songs and suspected lip-syncing has also led it into doubt about whether to purchase song authorization.
After the incident broke out, He Qiuqiu’s studio issued an apology statement on June 2, shifting the responsibility to the “third-party team”, saying that the materials were not reviewed due to time constraints. But instead of quelling the controversy, the statement sparked more criticism.
On the evening of June 3, He Qiuqiu himself started a live broadcast to respond, but this live broadcast became another disaster. He lost control of his emotions during the live broadcast and said controversial remarks such as “Why others are hitting shirts, I am plagiarizing”.
On June 17, He Qiuqian Studio issued an apology statement again, this time with a more formal attitude, announcing the termination of the contract with the styling team involved and the termination of the contract for the personnel responsible for reviewing the clothing within the studio.
As a good-looking anchor, He Qiuqian unexpectedly became popular in 2023 due to the live broadcast of “White-haired Pineapple Curse”, and continued to gain fans in many entertainment PK live broadcasts due to his appearance, funny and other characteristics, exceeding 10 million fans last year, and also won the regional championship of the Douyin live broadcast annual ceremony; Subsequently, he set up a personal studio, released his own singles, and also filmed web dramas. It can be said that from live broadcasting to acting career, his career path is getting wider and wider.
However, he made a big hit because of this concert. According to third-party data platforms, before his concert, he had 10.42 million Douyin fans, and now the number of fans is 6.6 million, and the number of fans has exceeded 3.7 million.
03 Why are Internet celebrities keen on holding concerts?
So, from Wang Zai Xiao Qiao to He Qiuyan, why are the top Internet celebrities so keen on holding concerts? And why did the concert overturn?
Some industry insiders believe: “Concerts are one of the paths for Internet celebrity fans to monetize, and it is also a springboard for many Internet celebrities to transform into artists.” ”
In fact, long before the concert, He Qiuzhen participated in many offline activities, in addition to commercial performances and fan meetings, he also held a singing party in March this year, which attracted many fans.
A media teacher who had seen He Qiuyi’s fan influence offline sighed: “I didn’t know him very well, but I was a little shocked to see a lot of his fans at offline activities. ”
The same is true for Wang Zai Xiao Qiao. Although many users complained about its “circle money” and “ticket prices are too high”, there are still many fans who expressed their support and bought the most expensive tickets, confirming the irrational consumption model of fans “paying for love”.
The base of tens of millions of fans and strong appeal have undoubtedly laid the foundation for Internet celebrities to hold solo concerts.
But the problem is that the two leading Internet celebrities overturned due to the concert, which exposed that it is still difficult for Internet celebrities to realize their star dreams.
First, the ability of Internet celebrities does not match.
Some Internet celebrities regard concerts as a “stepping stone” to enter the mainstream entertainment industry. For example, He Qiuqian tried to enhance his professional image through concerts, and Liu Yuning’s successful case of transforming from an anchor to a professional singer has become an industry model. However, most Internet celebrities lack systematic training, and the imbalance between ambition and strength leads to overturning.
It is true that Internet celebrities can transform their online influence into offline box office by relying on ready-made traffic, but offline is also an online “magnifying glass”, which will more directly and extensively amplify the shortcomings of Internet celebrities themselves. For example, the original works of Internet celebrities themselves are not enough to support a concert, and there is still a big gap between their professional ability and celebrities.
Second, the team’s professional ability is not matched.
The way it was handled after the controversy also exposed the shortcomings of the team behind it. He Qiu’s perfunctory apology after plagiarism, and Wang Zai Xiaoqiao’s apology letter that was questioned as an AI-generated apology letter after the controversy, are further eroding public trust.
In June this year, the company issued a lawyer’s statement because network users maliciously spread the false remarks of Ms. Wang Zai Xiaoqiao, the manager of Xingqiao Fire Tree Company and its guild. Many netizens also found that the company had issued public relations positions for public opinion crises, but was withdrawn shortly thereafter.
This shows that the team did not expect such a public opinion turmoil earlier, nor was it equipped with a team to deal with public opinion, which is undoubtedly unbelievable for such a large number of Internet celebrities.
Since the rise of the Internet celebrity economy, Internet celebrities want to break the circle and transform, which seems to be an unavoidable issue. But it can be seen that there are few successful people and many overturns.
At present, the audience is becoming more and more sober, and Internet celebrities should also realize that traffic is not the same as ability, and respecting fans and improving professional ability is the key to going further.
