Guided reading
As a young mini-drama company, Jinyi Culture is trying to run on the mini-drama track with classic IP adaptation.
As the manager of jinyi culture small universe label, Luo Junpeng believes that the current positioning of the team is more of a short video company. In the future, the small universe label hopes to aim at the boutique micro-short drama and perform theatrical operation on the label content.
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After the meetingonly oneIn the interview, Luo Junpeng believes that as a brand-new track, short and fast content and short video attributes are very close to the current young audience, and it is a new category with imagination space, and the future development of short plays needs more healthy and benign content ecological support. Only by making high-quality creators get considerable returns can the short play track have the opportunity to produce more types and diversified works.
Click on the video to learn about the exclusive interview.
EW:Please introduce your company’s business in the micro-short drama section? What new moves have been made recently?
Luo Junpeng:Our company focuses on the mini-cosmic short drama brand, and then we began to pay attention to the micro-short drama industry and lay out new brands at the end of last year. Our company is positioned as a new media company rather than a production company. We take the creation of fine content as the premise, and hope to finally establish theatrical content through the brand.
At present, what we are doing is to shoot the classic Hong Kong drama IP in a new packaging form. At present, the first IP work we are preparing for the shooting of miniseries is "lion roars".
EW:Why pay attention to the new category of miniseries?
Luo Junpeng:Micro-short drama category is a brand-new track, and short video is a platform that many young people like. In this case, the miniseries can be very well match with young people, and there is a lot of room for imagination for the whole track, and our company’s genes may be more suitable for short videos, so we will choose to continue running in the miniseries.
EW:What evaluation criteria does Jinyi have for creating the head short drama brand?
Luo Junpeng:We will evaluate according to the types, such as sweet pets and suspense. We will build different matrix theaters according to the types of vertical categories. Different matrix theaters will choose some IP development or original scripts according to the content that the audience likes and the content that young people like at present.
EW:What are the mainstream types of miniseries in the market at present? What new types or story forms do you want to explore in the future?
Luo Junpeng:At present, the most mainstream is definitely sweet pets, but I think the audience will slowly look forward to the iteration of genre updating, and everyone will explore more genre themes, such as suspense emotions and urban campuses.
I think the imagination of miniseries is very large, its time is short, and the subject matter is not so limited, so I think we can make different attempts.
What our company wants to be optimistic about is the interaction between suspense and high technology. Just like the recent Squid Game is very popular, we are now wondering whether we can develop a short drama version of Squid Game. The content like this is actually very suitable for interacting with the audience in a short video platform, which is easy to explode.
EW:What mini-short drama cases do you like in the market at present?
Luo Junpeng:At present, this drama "This Man is a bit cold" is actually quite top-notch. When I first got it from Amway, I took a look at it, and then I brushed it all at once. After reading it, I was deeply impressed by this CP, so I think this case is a good one in the current mini-drama.
EW:What stage do you think miniseries are in at present? What imagination space is there for future miniseries?
Luo Junpeng:I think miniseries are in a very primary stage, which is very chaotic. There is no sufficient standard for the time being, and different platforms have different interpretations. So I think at this stage, everyone has many opportunities. Who can be the first to rush out and run the track of miniseries completely, and may become the leader in the future.
In the future, I think there is still a lot of room for imagination for miniseries, including its content upgrade, production upgrade and commercialization upgrade. If the commercialization part can actually make the whole miniseries’ ecology healthier and make it fully run, it will be very beneficial to the overall development of miniseries, because only by making more people have food according to the healthy development, will everyone continue to devote themselves to creation.
EW:What new opportunities will there be in the market for miniseries?
Luo Junpeng:This year, the Hong Kong style is actually very popular, including you can watch Tik Tok’s back in the 1990s, everyone is scrambling to imitate it, and many experts in short videos are following suit. In this case, Hong Kong dramas are actually very attractive.
Then, under this premise, we can have some common content and emotional touch with young people through some packages that they like, which will make people feel more attractive.
Whether it’s the resurgence of Hong Kong drama or the recent Greater Bay Area Men’s Team in "My Brother with Thorns", everyone likes it very much. It can be seen that Hong Kong drama and the whole Hong Kong style actually have a good market.
