The Rap of China attracts 2.68BN views, inspires product lines | VOD | News | Rapid TV News
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China’s first hip hop talent show The Rap of China has notched up 2.68 billion views since 24 June, inspiring online video platform iQIYI to release 200 lines of related merchandise.

iQIYI The Rap of China 12 Sept 2017The 12-episode series, which drew to a close on 10 September, featured Chinese pop stars Kris Wu and Wilber Pan, Taiwan rap artist MC HotDog and veteran Taiwanese musician Chang Chen-yue as judges.

The show is just one part of what iQIY’s terms its “online ecosystem embracing all elements across the spectrum of entertainment” – including online games, live streaming, e-commerce, virtual reality (VR), online literature and online communities for fans. A live concert was also staged in Beijing in August.

Welcoming its success, iQIYI said The Rap of China had been among the most-searched key words in the topic-ranking service of Weibo, China’s equivalent of Twitter, for the past two months. It has also increased the popularity of hip hop as a musical genre in China, the company asserted. “The news about the programme as well as the social, cultural and commercial discussions it involves have made headlines across the nation, while hip hop terms like ‘freestyle’, ‘diss’ and ‘battle’ have become buzzwords in the county’s social media platforms,” iQIYI stated.

“Original content production and distribution are at the core of iQIYI strategy,” added founder and CEO of iQIYI Gong Yu. “Innovation at a video streaming service provider like iQIYI should not be only about technology, but also has much to do with content production and business model. As far as contents are concerned, we need to turn them into as many products or services as possible which we can monetise.”

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