Text | Hua Shang Tao Li Qi Menghan
In July this year, Li Ziqi disappeared from public view.
Since Li Ziqi released the final chapter of the "Chai Rice Oil Salt Sauce Vinegar Tea" series, her multiple social platforms have not been updated, leaving fans in a long wait and speculation.
During Li Ziqi's breakup, her assistant tweeted that the break was more suspected of being related to a third-party company. This made netizens immediately think of an MCN company - Wei Nian.
Sure enough, on October 25, Li Ziqi sued Wei Nian.
The combination of Li Ziqi and Wei Nian can be traced back to 2016. Different from the general way of cooperation between Internet celebrities and MCN, Li Ziqi already has a place on the Internet at this time. What Wei Nian has to do is to help Li Ziqi further promote and amplify her personal IP value.
Initially, the combination of the two can be said to be mutually beneficial.
Li Ziqi became the first person in China with the help of Wei Nian, who became the leader of China's MCN with Li Ziqi, completing 7 rounds of financing with a valuation of 5 billion yuan.
In 2017, Li Ziqi and Weinian changed the cooperation model from a contract model to a joint venture company model. Although they jointly created the Li Ziqi brand, it is exclusively operated by Wei Nian Company. Although Ziqi Culture has a large number of registered trademarks, the relevant intellectual property rights of Li Ziqi's e-commerce products are in the hands of Hangzhou Weinian.
In 2020, the Li Ziqi brand rose with the IP of Li Ziqi, with sales of about 1.6 billion yuan, and the annual sales of single snail powder reached 500 million.
Everyone thinks that Li Ziqi has made a lot of money, in fact, whether it is the main body of the li ziqi brand snail powder and the shareholders are micro-thoughts, Li Ziqi himself does not hold any shares.
Content creation is hard, but profit is excluded by death, and it is not surprising that Li Ziqi and Wei Nian have a dispute.
As a top-notch Internet celebrity, Li Ziqi is still facing a dilemma, and the phenomenon of ordinary Internet celebrities and MCN tearing up is endless.
Lin Chen, the UP owner who became popular for filming the "Wuhan Diary" video, once accused the MCN agency that signed him to "travel without bad travel" on the Internet.
"No bad travel" not only did not pay wages and social security, but also asked Lin Chen to go out to shoot during the epidemic but did not provide the relevant help needed for shooting. If you want to terminate the contract, you will face a huge compensation of 3 million yuan.
Lin Chen claimed in the video that he has been a media person for nearly a decade, compared with the fledgling fresh graduates, he should have a higher ability to identify and rationally think, but he is still "in the set" and easily signs this "unequal" contract.
Some inexperienced newcomers, facing the trap of MCN, is the norm.
On the one hand, the Internet celebrities are dissatisfied, but on the other hand, it is mcN's helplessness.
Although Internet celebrities mostly appear as "victims", there are also MCN institutions that are victimized by Internet celebrities.
In April this year, Douyin Internet celebrity "Boss Yao" posted a video in Beijing claiming that his Douyin number had been stolen by Mi Xiong, guiding online public opinion to insult Mi Xiong.
Subsequently, Mi Xiong's boss came forward to respond, saying that "Boss Yao" was only responsible for the film, and the account operation and shooting were jointly completed by the whole company, which could not mean that the holder of the account was "Boss Yao".
Despite the timely response, it was still denigrated by "Boss Yao in Beijing" fans and passers-by netizens, and in the end, Mi Xiong could only re-operate the account, and the company's painstaking efforts were burned.
The battle between influencers and MCN is hard to stop, but don't let content that is made with heart fall prey to controversy.
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