《中國好聲音》成功的背后

周一紅 周瓊

《中國好聲音》是近期一檔娛樂人民群眾、影響廣泛的節(jié)目，同時也是民間草根歌手展示才華的舞臺。她的成功背后究竟有怎樣的故事？我刊特組織本文以饗讀者。

似乎在一夜之間，從歌曲到故事、從節(jié)目到模式，都成為了熱門話題。中秋之夜，全家人在一起觀看“好聲音巔峰之夜”一定會成為2012年中國人特別的記憶。

《中國好聲音》象征著精英階層回歸電視和大眾審美趣味在電視中得到真正的尊重。

定位準 機會佳 形式奇

浙江衛(wèi)視《中國好聲音》定位為“大型勵志音樂評論節(jié)目”。央視主持人白巖松評價道：“我覺得《中國好聲音》正在鼓勵越來越多人，不是通過抱怨，而是希望通過在公平規(guī)則之下，自己艱苦的努力而改變。我覺得未來中國一定要建立這樣一種夢想通道，兩者缺一不可?！?/p>

《中國好聲音》搜尋最好的聲音，回歸音樂本身，不以其他元素為噱頭，不作秀，使整個節(jié)目顯得分外溫暖。最重要的是，這檔節(jié)目的選拔并不僅僅是為贏得收視率，它對于學員的未來音樂發(fā)展、音樂道路的延續(xù)都“盡心盡責”。

《中國好聲音》的四位音樂界的導師，對學員做中肯的評價和建議，引導他們對音樂的學習與領悟。其中一些優(yōu)秀的學員選手將會與節(jié)目組簽約，最后四位優(yōu)勝者會得到出音樂專輯的機會，另外的也會與節(jié)目組有后續(xù)合作。

不需要質(zhì)疑《中國好聲音》是選秀的“復活賽”舞臺，他們中間確實有人曾有過豐富的選秀經(jīng)歷，正如平安，他可以代表一大批“選秀專業(yè)戶”，愛音樂、酒吧駐唱、參加各種選秀、渴望成為出名歌手。來到《中國好聲音》的舞臺，是平安對音樂的執(zhí)著支撐著他再一次奮力一搏，當然這次的他無疑是成功了。好的平臺塑造好的歌手，一夜之間，它讓人們知道了有一個歌手叫做“平安”。

源自于荷蘭《The Voice of Holland》的《中國好聲音》，深得原版精髓，其最大的亮點就是“盲選”的形式和轉(zhuǎn)椅之后導師與選手之間的定位逆襲?！懊みx”就是只聽聲音來決定選手是否晉級。就像是盲人歌者張玉霞的出現(xiàn)，讓人們透過外表看到一個用靈魂唱歌的生命是那樣的不屈與執(zhí)著?！吨袊寐曇簟返牧硪惶貏e之處是具有顛覆性的環(huán)節(jié)，一旦轉(zhuǎn)身過來，評委變身為親民甚至賣萌的“弱勢群體”，這契合了廣大觀眾“渴望成功”的心理。

導師品質(zhì)高 選手魅力強 節(jié)目懸念足

有網(wǎng)友總結(jié)《中國好聲音》中的導師各司其職，各有分工?！肮质莵碜鲋鞒秩说?，楊坤是來做宣傳的，那英是來嘮嗑的，劉歡則是來開家長會的?！边@話表面在戲謔，實則卻道出了魅力所在。個性鮮明的導師已然成為舞臺助推劑，加速著《中國好聲音》的走紅，成為其火爆全國的一大重要原因。

劉歡、那英、庾澄慶（哈林）和楊坤配合默契，與這個節(jié)目融合得渾然天成，并成為這檔節(jié)目爆紅不可缺少的關鍵因素。

觀眾們對四位導師的好評如潮：“他們都是巨星，也許因為這個緣故，他們在節(jié)目中顯得特別有氣場，特別自由；他們不毒舌，不亂說人壞話，感覺很善良；也許他們都不太做評委之類的工作，所以顯得比較真誠，沒有油掉?！?/p>

《中國好聲音》之所以能夠迅速躥紅，學員的好聲音是關鍵因素。沉穩(wěn)的徐海星，歌曲被她演繹得連原唱李玟都為之動容。深情的關喆，被名人和網(wǎng)友夸為“零缺點歌手”，“用靈魂在唱歌”，“聲音完美到無可挑剔”。張揚的張瑋，一首《high歌》嗨翻全場，最高音飆過帕瓦羅蒂，讓評委贊嘆不已。吉克雋逸擁有能夠讓人們“靈魂出竅”的好聲音，那英以及網(wǎng)友大贊其是“未來巨星”，具有“國際范兒”。梁博喜歡抱著吉他歌唱，享受自我平靜，他帶來一種大氣、深沉，但卻飽含著力量的音樂。李代沫隨性自由，憑借一曲《我的歌聲里》一炮走紅。

《中國好聲音》是目前國內(nèi)唯一獲得國際知名選秀節(jié)目《The Voice》正版授權的音樂節(jié)目。首季《The Voice of China—中國好聲音》的制作及播出歷時三個半月，分為四個階段：“導師盲選”“導師考核”“終極對決”“巔峰之夜”。

節(jié)目從“盲選”開始，高潮迭起，懸念不斷，直至“巔峰之夜”。最終勝出的四位選手在上海八萬人體育場進行角逐，梁博在億萬人的矚目下脫穎而出。這是《中國好聲音》的年度巔峰盛典，由浙江衛(wèi)視全程直播。這已不是一次單純的電視節(jié)目，而是由所有導師和學員共同出演的一次大型演唱會。

合作模式創(chuàng)新 幕后陣容強大

《中國好聲音》的合作模式也是媒體議論焦點。浙江衛(wèi)視與制作方燦星制作處于一種平等合作的地位：雙方共同投入，共擔風險，共享利益。這種全新的模式為節(jié)目的制作與推廣提供了一種自發(fā)的原動力，形成了一種健康向上的良性循環(huán)。

浙江衛(wèi)視與燦星制作、導師三者之間建立起一種長期的產(chǎn)業(yè)鏈合作。實力與資源并重，這樣的制作平臺才能夠打造出中國最棒的聲音。

浙江衛(wèi)視將自身定位為“中國第一夢想頻道”，除了擁有強大的經(jīng)濟、技術實力外，其“夢想”的品牌主基調(diào)也與《中國好聲音》的核心概念相匹配。它與《中國夢想秀》在精神上是相通的，它秉持“以精英實力創(chuàng)造大眾文化”的宗旨，不斷激勵和鼓舞人們?yōu)閴粝攵鴬^斗。

《中國好聲音》元素少而精—“好聲音”舞臺上的學員，都是以最平凡最日常的姿態(tài)出現(xiàn)在人們面前，“好聲音”的鏡頭里，有的只是選手投入的表情、導師沉醉的神態(tài)和親友團焦急的樣子，耳畔回響的，則是讓人動容的好聲音。為了表現(xiàn)最真最好的聲音，《中國好聲音》的幕后團隊陣容之強大在中國音樂電視史上可謂空前絕后—由北京奧運會音響總工程師金少剛領銜音響團隊。

高水準的音響效果加上優(yōu)秀的攝制與剪輯，帶來精良品質(zhì)。在《中國好聲音》的演播室內(nèi)外，一共設置了26個機位，而一般的綜藝節(jié)目只有兩三個機位。每期節(jié)目播出時長只有80分鐘，其調(diào)用的素材卻將近1000分鐘。這些豐富的現(xiàn)場素材，經(jīng)過高水平的導演剪輯團隊之手，節(jié)奏切換得當、張弛有度，既展現(xiàn)了全局，又能夠充分抓住每一個重要的細節(jié)，鏡頭剪輯堪稱完美。

盈利模式長遠 社會評價矚目

在引入原版《TheVoice》的其他國家中，學員與節(jié)目、主辦方之間的關系結(jié)束于那一季節(jié)目的結(jié)束。

但是《中國好聲音》卻在下一盤更大的棋—它所打造的，不僅僅只是一季電視節(jié)目，而是一整條音樂產(chǎn)業(yè)鏈。在發(fā)現(xiàn)學員之后，也隨之接管其后的簽約商業(yè)演出、演唱會、音樂劇、出版專輯甚至上音樂學院等等一系列事宜，傾力投入、全程掌控的同時，也使得學員的能力得以充分開發(fā)，其價值得以充分體現(xiàn)，從而產(chǎn)生巨大的經(jīng)濟效益，同時，還很可能有助于中國樂壇現(xiàn)狀的改善。

《中國好聲音》具有產(chǎn)業(yè)化的思路，從文化與資本兩個方面入手。通過合作經(jīng)營、資源置換、協(xié)議分成甚至股份互持等方式整合各種資源，開發(fā)出一種能夠使各方合作伙伴目標一致、高效協(xié)作的模式，從而充分發(fā)揮各方優(yōu)勢，發(fā)揮出巨大的能量，最大限度地釋放節(jié)目的商業(yè)價值。《中國好聲音》擁有多個贊助商，也與中國移動簽署了彩鈴分成協(xié)議，嘗試了音樂類節(jié)目的后期開發(fā)。

《中國好聲音》憑借著光腳唱歌的東北女孩黃鶴一曲嘹亮的歌聲橫空出世，摒棄浮華，只關注聲音本身，給那些鍥而不舍追逐夢想的人更多的鼓勵和支持，得到了社會各界的好評。廣電總局發(fā)來賀電，稱其“導師是頂級的，來唱歌的老百姓的聲音也是頂級的，做到了關照現(xiàn)實和注重品質(zhì)”。

微博女王姚晨在微博這樣寫道：“《中國好聲音》提煉了生命中那些最有價值的東西：積極，樂觀，真摯，勇敢。”易凱資本有限公司CEO負責人說：“撲面而來的是聲音的力量、情感的力量、戲劇的力量以及只有正版節(jié)目形式才能帶來的完美細節(jié)的力量。這是一場久違的直擊心靈的電視艷遇?！?/p>

讓我們期待更加精彩的《中國好聲音》！

（本文照片由浙江衛(wèi)視提供）

Zhejiang Turns Voice of China into Biggest Success Story in 2012

By Zhou Yihong， Zhou Qiong

The Voice of China， the English name of the singing reality show adapted on the basis of “The Voice” in the Netherlands， is called 中國好聲音 or Good Voice of China. The singing competition debuted on Zhejiang Satellite TV on July 13， 2012 and climaxed on September 30， 2012 as 80，000 people present at the Shanghai Stadium witnessed the final showdown between four contestants. The Voice of China created sensation and buzzwords， made loads of money， bringing music to its basics and outshining the other nine concurrent singing competitions on other televisions networks. In short， The Voice of China was a musical phenomenon rarely seen in China for years. It is said that the summer program has redefined the music industry， which has been in the doldrums for years.

Zhejiang Satellite Television markets the program as “Broad-scale Inspiration Music Review Program.” Bai Yansong， a CCTV host， comments， “I feel The Voice of China is inspiring and motivating people to make changes through hardworking efforts and a set of fair-play rules， not through mere complaints. I feel the future China must open up such a road to dream with hardworking efforts and fair-play rules as keys to such a future.”

The Voice of China was loudly cheered across the nation largely because it dropped sensationalism and centered on the voice itself. Singers sang to the back of four judges. The rule is quite simple： Judges have no way to judge them by glittering dresses， make-up or flamboyant dance-moves or anything else. They judge the voice， anything and everything associated with the singing. If a judge finds the voice appealing， her or his comment focuses upon the singing itself. If two or more judges turn， the singer has the right to choose one judge to follow， thus preventing judges from throwing harsh words at singers. Television audience across the nation， sick of toxic-tongued critics in other musical programs， found the program warm-hearted and inspirational.

Many good-voiced singers catapulted to stardom overnight through The Voice of China. Some of them look so ordinary that they would have stood no chance to shine in any other singing competition.

Most viewers agree that the program owed its success partly to the four judges： Liu Huan， Na Ying， Yang Kun and Taiwan-based Harlem Yu. The big four are celebrity singers in their own rights. After watching them perform as judges/coaches， someone summed up their roles this way： Harlem Yu acted as the emcee， Yang Kun promoted his 32 shows to bait singers， Na Ying chatted， and Liu Huan came to attend a meeting of singers parents because singers parents are his fans for two decades. Although many may find the summary inaccurate， most viewers agree that the big four had a perfect synergy that made the program appeal to the audience. The audiences were generous with their praises： the four big stars created a field of energy； they spoke their minds； they did not speak ill of anyone and they did not wag their tongues in a vicious way； their professional comments were enlightening； viewers were deeply impressed by their warmth and kind-heartedness. Probably because they had hardly served as judges at musical shows， their sincerity and professionalism were convincing.

Of course， the voices people heard at the program were good， something they had not heard for years and years. These voices were real and great， not something orchestrated and phony at some competition shows. Li Daimo， a tall shaven-headed singer in his 20s， won the millions of young hearts across China with a love song. Although he lost in the battlegrounds round， he has emerged as one of the biggest stars since the program show ended. Zhang Wei， a youthful and showy singer who sings unbelievable high notes， is another big star of the show. Jike Junyi， a female singer of Yi ethnic group， has a soul-touching voice.

The Voice of China was also a sensational business success story. Zhejiang Satellite Television partnered with Star China Media， a joint venture between News Corp and China Media Capital. Star China Media produced the show and Zhejiang Satellite Television screened it. The successful partnership broke new grounds in television production and broadcasting. The show became an instant hit with audiences. Within a few hours after its first live broadcast on July 13， “The Voice of China” managed to capture viewers attention and hearts across the nation.

Star China Media did a brilliant job. The backstage crew included Chinas best sound team headed by Jin Shaogang， the acoustics director of the opening and closing ceremonies of the 2008 Beijing Olympic Games. The band was composed of the best musicians any pop singer in China could dream of. The production team installed 26 cameras in and outside the shooting venue to capture every interesting detail. Comparatively， most similar entertainment shows merely use 2 to 3 cameras. The postproduction was also of high quality. The 80-minute broadcasting of each show resulted from a 1，000-minute footage.

Commercially， money flooded in. In the first few weeks， the price of a prime time 15-second commercial was 136，000 yuan （US$21，376） and at the finale night， 12 15-second commercial slots were auctioned off for 10.80 million yuan. Altogether the 3.5-month-long first season of The Voice of China made more than 300 million yuan in copyrights and commercials. Jiaduobao， a soft drink company that endorsed the first season of “The Voice of China” with 60 million in 2012， has already endorsed the 2013 season with a whopping 200 million.

The Voice of China did not stop when the first season stopped. The singers， Zhejiang Television Satellite， and Star China Media are working together to promote business. Projects have been started for shows， musicals， concerts， and albums. These activities will probably help invigorate the music industry that has been sluggish for some years.