From July 25 to 26, Shanghai ushered in a long-lost fan creation event. COMICUP26 (the 26th Shanghai Fan Exhibition), which was postponed twice due to the epidemic, was finally successfully held at the National Convention and Exhibition Center. Compared with the excitement of reunion, the hot word “doujin” in 2020 makes the meaning of this exhibition somewhat unusual. From unknown to widespread science, “doujin” seems to walk into thousands of households overnight. But in fact, the public knows very little about it
In order to better let the public know “doujin”, COMICUP Shanghai tongren exhibition not only held the home exhibition, but also added a special sharing salon in this edition, inviting Automate Capital Investment Manager, “Why is Fan Culture Important? “The video producer Pheona was invited to host, and Feng Ninghua, the founder of COMICUP Shanghai Fanshen, Chen Qing, the deputy director of the National Innovation Department of the bilibili. Copyright Cooperation Center, and Qu Xiaodan, the CEO of the well-known IP “Bump World” Seven Creations Club, were the guest speakers to discuss the colleagues. World
Meet doujin again: is it an incubator of original power or a thermometer of IP popularity?
When it comes to the word “doujin”, many people first think of exquisite paintings or derivative novels around popular IPs. However, Feng Ninghua (Xigu), the founder of COMICUP, introduced in the salon that the concept of doujin is not relative to “original”, But “commercial”. It is created spontaneously by individuals and teams, or secondary creation based on existing works-that is, it includes two types of original doujin and second creation doujin
COMICUP Shanghai Fan Exhibition (hereinafter referred to as “CP”) can be regarded as the earliest and largest fan art exhibition in mainland China. According to official data, the number of booths and the number of exhibited works in each CP are increasing. During 2018-2020, the proportion of exhibited works more than doubled
The creation of the same person is not “result-oriented”, but “purpose-oriented”, that is, “why should I create this work?”, it first appeals to creative desire, and does not even think about subsequent commercialization. This is a hobby derived from the imagination of works, roles, and the relationship between roles and roles. This interpretation and creation itself is the core of the same person. The biggest difference from business is that in the expression of creative desire In a moment, it was successful.Among the fan creations encouraged by
COMICUP, the originality of “doujinshi” is higher than that of “doujin surrounding”. For doujinshi, Feng Ninghua’s understanding is to have a complete text, that is, a story. The text will contain several expression vectors, such as comics, novels, atlas, radio dramas/music, and games. Among the registered works of CP’s official APP “CPP Undifferentiated Doujin Station”, the most fanzine is still novels, accounting for 47.21%, followed by comics (28.95%) and atlases (20.15%). This may be due to novels, comics and The atlas can be completed by one person, which is suitable for the self-expression of individual authors. The rest of the radio dramas, music, games, etc., which require more teamwork, currently account for about 4% of the total
COMICUP founder Feng Ninghua (Shiitake) introduced the overall situation of CP exhibitors.
So what role can doujin play? Feng Ninghua provided three different perspectives: First, cultivate youth cultural creation and provide exhibition space for small and medium creators. Because fan creation does not require commercial value as the publishing standard, the threshold for publishing is low, so it provides a soil for starting creation. The fan activity itself can be said to be a school, a place for internship. She recalled that the first COMICON1111 (the predecessor of CP) had only 24 clubs and more than 1,000 people. However, after 12 years of development, by 2019, the number of visitors to COMICUP has exceeded 150,000, more than 2,500 individuals or creative groups have released their own works, and online creators and readers are far more than that
The second role is to incubate domestic original forces and help the growth and development of cultural IP. The initial motivation of a creator may be an exchange of love and desire, but what he is doing is actually creating, which has trained many fan clubs and fan authors to mature and eventually make their debut, such as the animation IP “That “Things about the Rabbit”, games “Onmyoji”, “Tomorrow’s Ark”, etc. The communication atmosphere of the fandom has also promoted the popularization of copyright awareness. Because of respect for authors and empathy for creators, more and more readers recognize that paying for creation is not only a legal consciousness, but also an affirmation of the value of creation
The third is about the co-existence of doujin and IP. Since 2018, COMICUP has established and gradually improved the ranking of fan works, forming a popularity indicator centered on creation. It is divided into total works list/new works list/CP total list/CP new publication list, which can be seen very intuitively and without water. Popularity of IP. Fanren’s boosting effect on IP is especially significant for IPs that have less financial capacity but excellent content. For example, “Luo Xiaohei Zhan Ji” and “Bump World”, its investment is not top-notch, but the aesthetics and animation performance of the works are very good, it can be re-interpreted among the fans and seen by more people And accept
COMICUP’s development stage can be benchmarked against the world’s largest doujin exhibition-Japan’s COMIKET. Interestingly, due to the suspension of COMIKET this year, COMICUP has passively become the world’s largest doujin exhibition
COMIKET’s development has gone through three stages: stage one is a community gathering of thousands-10,000 people; stage two is the stable development after transferring to Tokyo Harumi, reaching the level of 100,000 people; stage three is in Win95 After the launch, COMIKET moved to the Tokyo International Exhibition Hall, where it stabilized at more than 500,000 visitors, and it also witnessed the great prosperity of ACG in Japan. COMICUP is currently hovering before the 200,000 mark (170,000 passengers in 2019, this year due to the epidemic, the flow of people has been controlled). Feng Ninghua believes that doujin activities themselves are a forest, in which there will be a lot of vitality and possibilities. China’s population and the economic advantages of the Yangtze River Delta determine that the development of this jungle is more rapid, and it may eventually reach Japan’s 2- 3 times the scale
Bilibili Deputy Director of Copyright Chen Qing shared the situation of Guochuang Station B and his understanding of the same person. In addition to being a video platform, Station B is also a creative communication platform. Video creators (UP masters) can create original content, or create two based on original content. Video editing commentary, evaluation, song cover, imitation makeup, hand-made DIY, etc. are all creative methods of creators. Original content and its second creation work mutually achieve each other, forming a unique community culture. The content parties of Guochuang works also welcome users. The second creation of the work, the case of Qichuangshe’s “Bump World” and the mutual promotion of the second creation content, also made everyone more and more aware of the importance of user creation and communication. The second creation is not only a word-of-mouth promotion between the audience and the audience, but also allows the content party to understand how the audience evaluates the work, thereby inspiring more creative inspiration
In recent years, in addition to overseas animation, domestic animation has also risen rapidly. Station B has been committed to the development of original works, and has continued to invest in cooperation projects in the three directions of investment, operation, and commercialization. At the same time, it has also launched the “small universe star “Plan” to tap potential original works and animation talents to help more animation creators present their works to the audience
bilibili Copyright. Cooperation Center National Innovation Department. Deputy Director Chen Qing introduced the development of Guochuang Station B.
Qu Xiaodan, CEO of Qichuangshe, the copyright owner of “Bump World”, shared the “Bump World” and the growth process of his colleagues with the theme of “Growing with colleagues”. He still remembers that when Qi Chuangshe was founded that year, there were only two people in the whole club and they applied for a booth at CP. “Bump World” was also a PV made by two people at the beginning. Station B gave this PV a promotion place to complete the first IP Debut
Today, “Bump World” has grown into a new IP with 700 million animations + total views, and 100,000 comics + sales. It has also landed on overseas platforms such as Japan, Taiwan, Vietnam, Cambodia, and Malaysia. The mobile game of the same name has also been launched recently. In 2019, Tencent’s post-00 user portrait big data report, “Bump World” ranked fourth in the popular animation list of post-00s, and ranked first in domestic animation. Qu Xiaodan confessed that many parts of the current results of “Bump World” are derived from doujin, and it is not an exaggeration to say that “most of the fans are fan doujin, fan doujin author”
From his personal point of view, the fandom circle is first of all a fan circle, which has a very good role in promoting and protecting works. It is precisely because of the fan creator group that the IP will not be silent so fast, so fast The land was forgotten. Douren adds to the influence of IP, so it is not easy to see whether Douren’s products have diverted the popularity or revenue of official works, because this is a process of co-creation and symbiosis
Qichuangshe CEO Qu Xiaodan shared the symbiosis of “Bump World” with colleagues.
From his observation, the development of CP has also witnessed the development of Guochuang IP. The early CP did not even have a national innovation zone. It was basically the world of Japanese IP. Later, a separate domestic zone was gradually derived, even a bump zone, a full-time master zone, etc., which also represented the domestic market or the explosion of domestic creators. Process
Metaphysics of getting along with doujin: How should copyright owners and platform parties treat doujin?
After the keynote speech, the host also had a roundtable discussion with several guests. Speaking of the new phenomenon of doujin in recent years, there are also some topics of concern to everyone
1. The power of Guochuang colleagues has changed: Does the game occupy a large territory?
Speaking of this, Qu Xiaodan said that in the Guochuang area of the fan zone, the number of domestic game fans has obviously increased, and it feels that the animation fans are weaker. Feng Ninghua’s view on this is that the number of domestic animation fans has not decreased, but the domestic animation themes that fans can choose from have increased, such as “Under One Person”, “Assassin Wu 67”, “Magic Boy Comes to the World”, “ “Luo Xiaohei Zhan Ji” and so on. However, the prosperity of doujin requires a strong personality. In recent years, domestic games have risen rapidly. Some boutique games have strong art support, such as “Tomorrow’s Ark” and “Onmyoji”, which will stimulate more output. Because the output of a good second creation, the original work must be very original, and then use PGC to stimulate the path of UGC. If there is blank space in the original, there will be a parachute effect
The “strong person design” mentioned here does not mean that people create labels, but that they have rich character complexity. For example, “The Hidden Corner” is a drama dominated by plot, but Zhang Dongsheng in it is a character with a distinct personality. The complexity of this character combined with appearance provides room for reinterpretation. Strong personality does not mean that the personality is very beautiful, but a place that can be deconstructed in the text
From the perspective of the video content of Station B, Chen Qing found that there is a lot of secondary editing of film and television works because it has the characteristics of more material and fast output. In contrast, the output of hand-drawn is a bit slower, so the proportion is not so high
2. The official secret of becoming a fan favorite: “Be yourself.”
When talking about how to become a favorite official of the same people, the answers of the three guests are surprisingly consistent: first do your own work first, and do it well
When asked whether an IP would consider the relationship with fellows when creating an IP, Qu Xiaodan thought that in the “bump world”, there would be more luck for fellows. However, he believes that sinking one’s heart to create is the source of IP. “Bump World” started planning in 2013, and it was 2016 when the animation went live. During the image design, how to make the character recognizable and attractive was the most considered thing. When talking about whether the fanfare has an impact on the creation, his answer is “100%.”
“As creators, we see that fans like this, so naturally we should give fans more feedback. But it is not necessarily a particularly good phenomenon, so the creators themselves should have their own persistence.” He said frankly. “The balance in this is nothing more than groping in the dynamic. Add more water to the noodles, and add more water to the noodles.”
He said that when the main creative might have overwhelming ideas, then fans will naturally have feedback. There will also be a balance of power internally. Directors and screenwriters, including the main beauty, also have their own preferences. There are also many fans who join the team because they like the animation of “Bump World”
Feng Ninghua believes that the original author is similar to the God of Creation, who first creates a world view and then attracts everyone to play on it. However, first of all, you must have a good original, so that everyone can really be “cute”, and then you can stimulate the desire to create. There is a difference between the hot circle and the cold circle. The hot circle has some advantages. Everyone likes to go to a party with a lot of people to play, but some people insist on the cold circle. “It’s cold, but it’s worth it”, so first of all, the original work must be excellent
There is a lot of capital or rich copyright owners who want to quickly copy a model similar to “Bump World”, “Full-time Master”, and “Grave Notes”. Because the power of doujin to push the boat along the water is too powerful and convenient. However, if the work itself is not interesting enough, the fan graphic marketing at the beginning may indeed act as a “beautiful publicity” work. The work itself is not attractive enough, and this influence will not last long. For some of the most expensive and most aggressive works, the number of fan booths on CP is not necessarily the most. Because this requires a lot of effort by the fancier, whether it is in terms of time, cost or creativity, this is not a short-term promotion at the beginning, it can be exchanged. There is no way for any IP to maintain such a high text output, so you can see many pure “power generation with love” here, because it requires many fan authors who really love this IP to invest in it
Chen Qing also mentioned that many partners will ask what works they like at station B. The usual answer is “good works”. This sounds like a particularly official answer, but from the user’s point of view, they are not Will ask whether to look at the two-dimensional or three-dimensional requirements, only a pure idea, that is, a good-looking story. Take the original work “Five Elements in the Fog Mountain” broadcast exclusively on station B as an example. It is a two-dimensional + ink painting style animation work, with amazing fighting scenes and tense plot stories. Users will not just because this is an innovative The production style feels that there is a barrier to viewing, but it is expected
So when an official has a fan, how should he get along with him? Qu Xiaodan’s view is that the official position is first, the content is well done, and a fan creation competition can be held from time to time, but the official doesn’t use the same thing, and if it is used, it is not a fan. “Give space for creation, but not use it”, this is the official position. Chen Qing tends to go with the flow, “The content party first completes the work, and then the platform party broadcasts the work well, announces it well, and lets more people know the content. If you can add the power of the fan creator, let the circle More people will notice the work, which is a better direction.” This may involve some polishing of the content. For example, there is a barrage at station B, but the video content has reached a point that is more hilarious or resonant. On, the full screen may have been blocked by the barrage. Then when the animation supervisor is making, he will extend the stay time of this point on the storyboard and consciously let the barrage fly. This kind of meticulous consideration actually takes the thinking of interacting with the audience and preserving space for the second creation, Into the content production
The guests of the salon exchanged their views on doujin.
Third, the same person and the fan circle: When a single confrontation with multiple, it will inevitably lead to conflict.
Speaking of the challenge of doujin, Feng Ninghua mentioned a common misunderstanding that many copyright owners may not be able to distinguish doujin from piracy, and even hurt their creation by mistake. But fan creation is actually very easy to identify in the circle, and it has original elements. Piracy is the common enemy of officials and colleagues. COMICUP is also one of the earliest initiators of the “Zero Piracy Declaration”, because piracy is relative to the creation itself and is an infringement
Another challenge is the culture of the rice circle. Some people may think that there is no difference between fan circle and rice circle. However, the doujin author will have a clearer consciousness: what he “nacks” is his own brain supplement, and is a text-based creation
There is a very strong difference here: in fact, colleagues know very well that their creation is “fake” and is a product of fiction; while “fan circle” will deliberately emphasize the “real”, they do everything possible to maintain a solid image, The more you become a fan, the more you value the purity of this character. What’s worse is that once they surpass their cognitive boundaries, they will “set out the police” to intervene, and even take extreme measures
But in the field of doujin, the more I pay attention to the text, the more I feel that I am constantly getting to know this character, and there is no such unique solidification. Fanquan only recognizes the official, and the fan is another side besides the official, it is impossible to only recognize the official. This is one of the challenges faced by fan creation now, because there is a lot of fans circle girls and fan lovers have a lot of overlap, but fan circle girls do not understand the diversity of text creation needs, and cannot be “purified”. This will form a culture shock
Fourth, the commercialization of doujin: When it crosses the boundaries of commercialization, it is no longer a doujin.
Finally, I talked about the commercialization of doujin. Feng Ninghua’s opinion is: Doujin should not be commercialized. The concept of douren non-commercialization here does not refer to the level of douren authors. For example, the commercialization of Xingyue is very successful, but refers to the difference between douren market and commercial market. In the commercial field, readers are consumers, and consumers have various rights. However, in the field of fandom, readers are only part of the communication between fandom activities, and fan works first satisfy their desire for expression. For an author, his inner position determines whether he is a professional author or a fan author. When he wants to satisfy his creative desire as the first priority, he is a fan; when he wants to maximize business interests, that is business. Erchuang’s works have a limit. When he has commercial behaviors that go beyond channels other than communication with people, it constitutes unfair competition, such as Jiangnan’s “The Boy Here”
Qu Xiaodan added that doujin has the same operation logic, it is created by tongren and produced in small batches. There are also some fan clubs on the market that have become corporate, but in this case, their thinking mode will change and become an order for drafts. In fact, it’s not a doujin, it’s an agency. Pheona also feels the same about this, “Dogren is something opposite to interest, it has the original value of culture, but if you put it on the commercial track, hope that it will achieve exponential growth? To create such a KPI? In fact, this is a very difficult process for many investors.”
This may return to the above-mentioned topic, that is, doujin cannot be bought by capital or traffic, but good original content can inspire new doujin. Feng Ninghua’s advice to creators who intend to commercialize is to directly become a professional author. In addition, if you are familiar with the domain of fandom, you will understand that if you want to open up business and fandom’s planning, you should start with the high-quality content of commercial works and use pgc to stimulate ugc. However, for original content companies, they may do animation, comics, and games. , The cost is too high. At this time, some “sliced” new content can actually be produced. In addition, the copyright owner cooperates with painters through copyright drawing, which has an “enabling” effect for painters who are new to the commercial field. In this way, it is possible to explore the maximum value in advance and achieve mutual benefit. For example, FGO has an “under the same sky” project this year, which combined many painters to produce new vertical paintings, depicting how characters travel and live in the modern world. Artists who have been invited by fgo will also have the reputation of “moon landing”. The official new setting may stimulate new output. COMICUP has a joint project between CP26 and Bump World. Through the Paro of Heianjing World, Bump fans will stimulate new topics. Therefore, the official and his colleagues can have some ways of dialogue, and occasionally send some sweets. These small desserts do not refer to the sweetness of the CP relationship, but refer to the supplement of new content