Over the past five years, the Chinese rap industry has exploded alongside the growth of online variety shows, which has led to an evolving market and an audience of new tastes and interests. Realizing the public’s appetite for the next generation of rappers and new rap voices, iQIYI launched New Generation Hip-Hop Project. The new show focuses on Gen Z rappers aged 18-24, attracting young talent from China and abroad. Throughout the series, viewers will witness the birth of a dynamic next-generation rap label while discovering the talent, daring, passion, individuality and self-expression of young rappers.
New Generation Hip-Hop Project reinvented the operating model of traditional rap shows to create a standardized training system for new rappers. With famous judges and a group of mentors, the show follows a project framework based on how real-world rap agencies work. The celebrity training group consists of Music Director Ronghao Li, Marketing Director A&R Will Pan, Hip Hop Culture Director MC HotDog, Strategic Planner Zhennan Zhou and Label Director. Che Che. The rap mentor group consists of rappers GAI, VaVa, Tizzy T, Yitai Wang, and DamShine.
Like New Generation Hip-Hop Project provides systematic professional training and other resources to support young rappers, the show also documents their growth. Viewers can watch the young hopefuls stay true to their dreams despite all manner of obstacles and eventually turn into professional rappers. The show ultimately hopes to inspire more young viewers to speak out and pursue their dreams.
iQIYI is committed to propelling the rap industry forward. The company brings rap to the public, also facilitates the industry chain, and vitalizes the online and offline rap industries. With its rap shows, iQIYI offers professional rappers a vast arena from which to grow. Through these shows, the company has also strengthened its pioneering position, influencing the musical tastes of the younger generation while having an impact on how they seek entertainment and self-expression.
SOURCE iQIYI
