With a monthly income of 5 million, the "earthy" Internet celebrity makes money openly

Tuwei Internet celebrities, with their unique images, magical slogans and funny behaviors, quickly became popular with the help of the Internet platform. Their success has triggered discussions on Tuwei culture and values, but the traffic will always pass, and the hot topics will eventually die down. Every rise of Tuwei brings about the passing of time. Let us read this article together and enter the world of Tuwei.

"Brother Giao has disappeared into the grove. Now he is Mr. Zhan Yapeng."

People who are familiar with Tuwei culture may be unfamiliar with the name "Zhan Yapeng", but they are likely to still remember Giao Ge, or his iconic phrase "Give me giaogiao".

In 2017, Kuaishou was still in the era of fierce activities, and fierce people frequently came up with new fierce activities. Local culture such as shouting, social shaking, and eating raw food became popular on the platform, and the "highlights" were moved to other sites and became popular. Among them, with the magical phrase "One for me Giao Giao" and the continuous output of funny content, Giao Ge quickly stood at the forefront of traffic.

People’s impression of tacky internet celebrities is fixed. So when Giao Ge transformed from a “telephone pet” to a “life mentor” six years after his popularity, many people were shocked by the contrast.

The grove is still the same grove, but there is a Mercedes-Benz in the background. Brother Giao in the live broadcast room acted like a veteran and told the "story of Xiao A Giao's counterattack". Users in the live broadcast room said that he has changed, and he nodded as a matter of course, "Of course, Tietie, I have to save face now" and "If it is not for a living, who would be willing to play a clown?"

Kuaishou account @Inspiring Agiaoge

Giao Ge, who no longer said "give me giaogiao", showed another kind of sincerity and began to share his experience gained from years of hard work, saying a few "heart-piercing" words from time to time. On Douyin and Kuaishou, his "golden sentence output" was circulated in the form of slices, and netizens used the hot topic of "Kuang Biao" to tease his live broadcast, "Listen to Giao Ge's quotes and taste the flavors of life."

Giao Ge is not the only one who has risen from the grassroots to the top of the Internet. In the past, the rural national treasure had already bombarded the public's three views with the "useless theory of studying", and later there was Ling Da Le, who made 35 million in seven months from forming a pirated ESO boy group to live streaming and selling goods. People choose their own "electronic pets" with attention, and the latter seizes the opportunity to get rich with the surging traffic.

1. The “comeback” of rustic internet celebrities

From any angle, Giao Ge can be regarded as a typical representative of a rustic internet celebrity who won the comeback battle.

The combination of rural culture and rap culture created the magical syllable "giao", and also brought a turning point in Giao Ge's fate. Before 2016, Giao Ge was a small vendor selling apples with a monthly income of 3,000 yuan. In 2017, Giao Ge became a phenomenal celebrity with more than 5 million followers on the Internet, and his funny videos were frequently posted on Weibo by rustic marketing accounts.

Small eyes, a bald head like a boiled egg, and a deliberately contrived posture are the first impressions that Giao Ge gives to the audience. He stands in the woods, performs a "monkey stealing peaches" trick for netizens, or twists his body to sing a rustic rap - whatever ugly posture netizens want to see, he will act in.

The phrase "Give me a Giao Giao" that made him famous was used as a slogan by Giao Ge and inserted into the climax and end of the video, giving people a spiritual blow. Sometimes he would also follow up with the "three kisses of death" - facing the camera, pouting his lips and kissing three times in a row, bringing the earthy feeling to the extreme. These elements were played into emoticons, memes and ghost videos by users, further accelerating his popularity. In 2018, Giao Ge also appeared at the audition site of "China's New Rap" and performed his favorite rap. The surrounding contestants and guests followed suit and cheered "Give me a Giao Giao", but he was eliminated in the first round.

Although rap performances did not accept Giao Ge, they brought him business opportunities. Since then, Giao Ge officially entered the world of fame and fortune, earning tips through live broadcasts while accepting commercial performances everywhere. His real name "Zhan Yapeng" first came into the public eye, probably on the stage of the Jiangsu Gala - he performed on the same stage with Zhou Bichang at that gala.

When the public's impression of Giao Ge was still that he acted crazy in the woods, Giao Ge has quickly completed the ups and downs of the Internet and turned to talk about life in the live broadcast room, changing his humble attitude in the past and heading towards the direction of "mentor". Someone asked him how much assets he has now, and he did some calculations, "Now there is not much Internet savings, only tens of millions, four cars, three houses, and a small shop, all of which are earned by you, Giao Brother, on the Internet." There was a bit of complacency in his words.

Giao brother Kuaishou account @Happy lamb

After winning the comeback, wealth has become the basis for celebrities to respond with ridicule and express their values. When netizens "break down" that their abilities are obviously better than Giao Ge, Giao Ge quickly fights back and teaches them earnestly, "When you are Xiao A Giao's age, 32 years old, can you be as good as Xiao A Giao now?" "What is more important than ability is courage and boldness."

Interestingly, the comeback of earthy internet celebrities is often closely linked to netizens’ subtle mentality of breaking down defenses or making fun of themselves.

This situation also happened to Xiao Haha, a celebrity who came from a rural area. Xiao Haha, who used to dance the ghost step dance in front of the rammed earth wall in his hometown, finally jumped out of the mountains. Not only did he become a couple with Boya, who is also a celebrity, but there was also a Lamborghini in the background of his dance. In the video, his companion covered the screen with his fingers and showed the audience his income bit by bit. Xiao Haha stopped him and said, "There's really nothing ahead." The number that was finally revealed was 3.86 million. Douyin users joked in his comment area, "Fortunately, you didn't listen to my advice and study hard back then."

Kuaishou account @鬼步舞小哈哈

Times have changed, and the tacky internet celebrities who were once used for fun have already taken the lead in living a comfortable life with a complete house and car - the trigger pulled by netizens a few years ago has become a boomerang that hits their own eyebrows as the celebrities collectively show off their wealth and mock them. Under Giao Ge's related videos, many users commented, "I am actually the clown on the Internet" and "I watched Giao Ge act crazy and stupid when I was in school, but now he has graduated and is working hard in society."

Of course, it is not new to be shocked by the "huge wealth" of the rustic Internet celebrities. @农村国宝, who once "challenged" basketball player Wu Yonghao and was criticized for slandering basketball, claimed in a previous live broadcast that he had not graduated from high school and had earned 690 million in two or three years. Although this number is probably not true, it is enough to trigger a debate on the values ​​of "studying is useful" and "studying is meaningless, it is better to be an Internet celebrity." In his new video, netizens were surprised to find that the rural national treasure bought another wedding house and even improved his basketball skills.

Kuaishou account @Rural National Treasure!

"A former electronic pet, a top internet star in the future", the universe of earthy internet celebrities' counterattack continues to expand . Not long ago, Ling Dale, who became popular by "copying" Lu Han, turned to live streaming and sold goods. He revealed that he earned 35 million in 7 months and was on the hot search on Weibo three times in one month, which shocked and "envious" many netizens.

Audiences tend to have mixed opinions on tacky internet celebrities, and they are polarized. When Ling Da Le formed the pirated boy band ESO, some people were disdainful of him, saying that he was "too ugly" and "plagiarized", and his fans promptly cut ties with him; Giao Ge made an ugly face in front of the camera, which supported a bunch of ghost accounts, but some people thought it was "eye-catching"; Mr. Guo, the head of "Guo Yan Guo Yu", has a lot of fans, but he is also labeled as "vulgar".

People are amazed at the emergence of tacky internet celebrities, and have analyzed them from the perspectives of "ugliness" and "cultural decline" to try to understand why some people like tacky styles. Even the celebrities themselves have been confused. Huang Zicheng, a member of the ESO boy band who imitates Huang Zitao, once said frankly, "We are Internet clowns." Ling Dale's confusion is how to find a new path in the mainstream profession of society, "I don't want to work in a factory for the rest of my life, and I haven't studied hard."

But when people see the rustic internet celebrities skillfully operating traffic, it is hard not to have such thoughts: Is he really an internet genius? Ling Dale is not without effort. During the live broadcast, he stuffed milk dates into his mouth and told users, "Don't feel bad, I'm just a seller." He pulled his girlfriend Tutu to bow again and again to express his gratitude.

Just as Giao Ge said after he became famous: "There are many people in the world who long for a chance to turn things around. Giao Ge seized it and he must do his best."

2. There will always be a “next one”

The term "Tuwei" appeared in 2016 and is usually used to describe something that is vulgar, unfashionable, unfashionable, or even weird. But when we dismantle "Tuwei Internet celebrities", we will find that Tuwei may be inherent, but it is also closely related to the "playing with memes" of netizens.

The most common way to create memes is to use the "open ear" of the dialect. Netizens prefer the homophony of dialects. When competing with mentor Tian Bin, Tieshan was able to trigger a frenzy across the Internet with a Shandong dialect sentence "Wo is a young father", and he himself achieved the miracle of gaining tens of millions of followers on Douyin in a single month. Looking further, there is also the rap magic song "I am from Yunnan" by a young man from the Yunnan Susu tribe, and "Dinosaur carrying wolf carrying wolf carrying" by a Yunnan girl Quan. The magic of dialects can be imagined.

Wanyan Huide is undoubtedly the person who has been popular among netizens recently. On Douyin, she has a complex identity system. She claims to have graduated from the Department of Psychology of Peking University and works in a hospital in Shaanxi. She speaks poor Mandarin, which is more like Gansu dialect according to Douyin users. Although she is certified as a national second-level psychological counselor on Douyin and is engaged in emotional counseling business, those who are active in Wanyan Huide's live broadcast room are all people who come to learn "Wanyan Huiyu".

"Good morning!" "The enemy's secret is called enemy honey. If it's good, it's called best friend. If it's not good, it's called enemy honey." "The personification of doushu (a woman who reads) is the most beautiful, and the personification of doushu is the best."

With the popularity of Douren, Wanyan Huiyu quickly spread, and B station UP hosts routinely produced ghost videos, which even included a "famous scene test questionnaire."

B station UP master @—-Xiao Jing—-

In Wanyan Huide's live broadcast room, one can see netizens trying to "make things difficult" for her with various questions, such as "My husband has a crush on my mother. Today is Mother's Day. Should I help them?" Wanyan Huide, whose three views were shattered, subconsciously said, "This is a lonely (ethical) issue." She told her black fans to "get out," which became a hot topic again, "Get out."

Of course, the pursuit of "earthy" by contemporary people is not limited to dialects. In the past, there was the Blue Enchantress who wore a Shamatte style, a blue suit and tight pants, and golden "Chelsea" shoes. In October last year, the blogger Pi Xiaolang, who created the image of "Blue Enchantress", became very popular. The routine of his videos can be summarized as follows: after being rejected or cuckolded, the protagonist turns into Blue Enchantress and runs around wantonly, occasionally producing earthy quotes, such as "You don't love Blue Enchantress, but you have to find your existence in the scumbag."

Tik Tok account @皮小浪~

When "earthy taste" becomes a content consumption choice, people are becoming more and more fond of tasting earthy taste, and therefore there is always the next internet celebrity to take the lead. However, the opportunities are obviously unequal. For example, netizens' contribution to Wanyan Huide's monetization is not significant. In the live broadcast room, food and beverages are her best-selling categories, including almond milk dates, sour and spicy boneless chicken feet, and other white-label snacks, books, skin care products, etc., which contribute 100,000 to 250,000 yuan in sales to Wanyan Huide in a single month. In terms of popularity, she is obviously not as good as her "predecessor" Teacher Guo.

In the process of reaching the peak, many people quietly withdrew for various reasons , such as Tieshankao and Teacher Guo, who became popular in 2021 and were quickly banned. Two years later, Teacher Guo has not yet achieved "reincarnation", and fans can only get a glimpse of the leader from her daily life of showing off her baby on her second account.

In general, the earthy internet celebrity is a new type of industry or track that has escaped from the competitive order of mainstream society. The world of celebrities is dependent on the mainstream industry of society, but it has its own set of rules: if there are people paying attention, there will be traffic, if there is traffic, there will be opportunities to monetize, and if you seize the opportunity, you may achieve class leap. In addition to chance and luck, talent, dignity, and talent are just weights.

This field has seen the emergence of Yaoshui Ge and Giao Ge, and more celebrities will emerge in the future. Netizens are choosing, and platforms are also choosing. There will always be the next rustic internet celebrity.

Author: Lin Wu , WeChat public account: Kas Data