BEIJING, Aug. 7, 2021 /PRNewswire/ -- iQIYI Inc. (NASDAQ:
IQ) ("iQIYI" or the "Company"), an innovative market-leading online
entertainment service in China, is
pleased to announce that its original innovative rap
show New Generation Hip-Hop Project was released
on the iQIYI app, Suike, and QIYIGUO TV on July 31. The show aims to propel new rappers into
stardom by identifying and cultivating new talent, bringing the
rapper incubation process into the public eye by providing a
comprehensive training system for the most talented young rappers
Over the past five years, the Chinese rap industry has boomed
alongside the growth of online variety shows, leading to a changing
market and an audience of new tastes and interests. Keenly aware of
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 Generation Z rappers aged
18-24, attracting young talent from China and abroad. Throughout the series,
viewers will witness the birth of a vibrant new generation rap
record label while experiencing the talent, boldness, passion,
individuality, and self-expression of the 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 celebrity judges and a mentor
group, the show follows a project framework based on how real-world
rap agencies operate. The celebrity training group is composed
of music director Ronghao Li, A&R marketing director
Will Pan, hip-hop culture director MC HotDog,
strategic planner Zhennan Zhou, and label manager
Che Che. The rap mentor group
consists of rappers GAI, VaVa, Tizzy T, Yitai Wang, and DamShine.
As New Generation Hip-Hop Project provides
systematic professional training and other resources to support the
young rappers, the show also documents their growth. Viewers can
watch the young hopefuls stay true to their dreams despite all
sorts of obstacles and eventually morph into professional rappers.
The show ultimately hopes to inspire more young viewers to express
themselves and pursue their dreams.
iQIYI is committed to propelling the rap industry forward.
The Company brings rap into the public eye, and it 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 they can grow. Through these shows, the
Company has also further cemented its position as a trendsetter,
influencing the younger generation's music tastes while also
impacting how they seek entertainment and self-expression.
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