RAP VIỆT VS. KING OF RAP PART 1: THE IMPORTANCE OF MARKET RESEARCH
Airing at the same time, Rap Việt and King of Rap are both drawing viewers and creating a powerful buzz. Proof: 4 months after the first episode aired on August 1st, both shows quickly climbed to the top of YouTube trending. What’s more, these two hit gameshows are racing fiercely across every media front and on YouTube. Why has a “new dish” amid a jungle of gameshows drawn this much attention? Looking at the heat these two shows generate, what business lesson can we take from the 4.0 era?
Let’s look at this as objectively as possible with Big E to find the answer!
Why did Rap Việt & KOR choose a slot near the end of the year?
Timing is a crucial factor in marketing, since it can decide whether a campaign succeeds or fails — and TV gameshows are no exception. It’s no coincidence that both Rap Việt and King Of Rap chose to air near year’s end. Within less than 48 hours of airing, episode 1 of Rap Việt landed at #40 on YouTube trending in Singapore. Meanwhile, King Of Rap racked up over 4 million views on its YouTube channel. There’s no denying the heat these two shows bring. The reason…
Near the end of the year, as Vietnam had brought COVID-19 under fairly successful control, it was the right time for domestic entertainment gameshows to “go into battle.” Alongside that, to turn its brainchild into the center of attention it is now, Vie Channel had been “brewing” its plan for over half a year through the first half of 2020 to release the product at exactly this moment. Around the same time in early August, King of Rap officially landed in Vietnam’s gameshow scene and quickly became one of the most searched…
Catching the peak of the trend at the right time is also a decisive reason behind these two hit shows’ success. Looking back at recent years’ trends, 2015 to 2018 was considered the era EDM ruled, while rap was pushed aside and largely ignored by audiences. It wasn’t until the success of the Beck’s Stage rap contest that the Rap-Hiphop trend truly made a comeback. Yet at that point, there was still no TV content around Hip hop. So rap and its performers were treated as though they were…
It’s not hard to see why rap-loving audiences go “wild” over every new episode of Rap Việt and King Of Rap. With any marketing method or channel, timing is always the decisive factor in success.
The importance of understanding customer insight in both Rap Việt’s and King Of Rap’s campaigns
Grasping your customer’s psychology is like holding the key that unlocks the right marketing strategy. For a TV show — a spiritual/entertainment product — truly understanding customer psychology in a 4.0 market always demands marketers be sharp and quick.
With King Of Rap, audiences embraced the “thick, raw rap essence” of each performance. Though not glossy, these performances carried a strong Underground flavor — exactly what audiences wanted. Contestants on King Of Rap’s stage always showed off their full talent and confidently expressed their own identity. So instead of overinvesting in “drama” fighting over contestants, King Of Rap’s highly skilled coaching panel helped audiences focus on the quality of each performance and highlight the contestants’ talent.
With Rap Việt, every episode built genuine drama, guiding the audience’s emotions from moved to tears, to so thrilled you’d jump out of your seat. Audiences embraced Rap Việt for its upbeat, positive sound and its down-to-earth, refined lyrics. Vie Channel’s “prized child” aims at every demographic, from the young to the middle-aged. The content of these shows — with core ingredients like the judges, coaches, contestants, and MC — blends together very harmoniously and effectively. Audiences weren’t yet familiar with…
Both Rap Việt and King Of Rap, after going through a process of studying customer psychology, achieved impressively successful launches. If Rap Việt is an entertainment show that pulls in viewers, King Of Rap is more like a contest that lets each contestant paint their own unique color, and it’s won the hearts of the Underground crowd.
The importance of choosing a broadcast approach in Rap Việt’s and King Of Rap’s marketing campaigns
Both airing their first episode on the night of August 1st, Rap Việt “blazed” on Vie Channel – HTV2 (and simultaneously on YouTube and the VieOn app) at 8 PM, while King of Rap “lit its fire” on VTV3 at 9:15 PM. What’s the difference in effect between these two broadcast approaches?
With a “smart economic move” right from the start, Rap Việt trimmed costs by choosing HTV2 as its TV channel. In contrast, King Of Rap went bold, choosing VTV3’s golden hour. But looking at the viral numbers after 4 months, it’s easy to see Rap Việt is ahead in the media race. Rap Việt spent less upfront but knew how to make the most of tech platforms as well as deliver the show’s information to viewers more effectively. Posting clips across 3 existing YouTube channels and the VieOn app…
There’s no denying King Of Rap’s massive 4-million-view number, but comparing it with Rap Việt, it’s easy to see Rap Việt has been doing a better job with its broadcast approach. No matter how good a product is, to reach consumers in the most optimal way, the seller needs to choose the most effective approach. This is also a “golden” lesson in a 4.0-era marketing strategy.
What “leverage” gave Rap Việt slightly more heat than King Of Rap?
A successful reality TV show depends on many factors, and Rap Việt has plenty of strengths that make audiences find it appealing and interesting: a quality coaching lineup, contestants who are all “heavyweights.” However, the one factor drawing quite a bit of mixed opinion these past few days has been the MC — the show’s host, Trấn Thành.
But many argue that Trấn Thành, the nation’s favorite MC brand, with his versatility and quick wit, guarantees an effective bridge that opens every layer of audience up to rap music and helps them understand Hip hop better. Perhaps this is also a controversy-stirring approach that generates a positive media effect for Rap Việt. As mentioned above, Rap Việt has polished its visual side more carefully than King Of Rap. The true root cause of King Of Rap’s visual decline may stem from an unexpected budget…
Top 1 Trending on YouTube, 9 million views… these numbers clearly show just how viral and commercially successful the show has been. On the professional/artistic front, the clearest answer will probably have to wait until both shows wrap up, and which one leaves a stronger impression and earns more acclaim will be the final answer. But there’s no denying the scale and the 4.0 marketing-strategy lesson that both shows’ production crews bring to the table. With that, Big E will temporarily wrap up Part 1 of the “R…
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