| | | iQIYI's Original Show "The Rap of China" Takes Younger Generation by Storm
July 5, 2018
BEIJING, July 5, 2018 /PRNewswire/ -- iQIYI, Inc. ( IQ) ("iQIYI" or the "Company"), an innovative market-leading online entertainment service in China, today announced that The Rap of China, its flagship rap competition reality show will be launched exclusively on iQIYI's platform from July 14. The show has expanded its scope by holding rounds of the competition in North America, with the aim of displaying the creativity and uniqueness of Chinese rap to the rest of the world.
"A few years ago, people in West might have be baffled by the idea of rap music being produced in China," said Gong Yu, Founder & CEO of iQIYI. "Through the platform of The Rap of China, iQIYI's efforts to promote this fantastically imaginative and exciting artform have already attracted the attention of rap lovers worldwide. This is a trend which is sure to continue, as the show gives the spotlight to a whole new cast of Chinese rap stars."
iQIYI's creative efforts to maximize the monetization of its IP have secured the company's position as China's leading online entertainment platform and "The Rap of China" is a particularly strong example of this. Under the brand of "R!CH" (an abbreviation of the show's slogan "Rising! Chinese Hip-hop"), iQIYI has produced a range of themed merchandise and reached licensing agreements with 13 well-known brands including the NBA, Beats and Nautica. To ensure the show's future impact, all contestants in the show have also signed agency agreements with iQIYI, strengthening the company's ability to receive maximum value from what is becoming one of its most well-known original brands.
"iQIYI's combination of technology and top-quality entertainment means we are always at the forefront of the online entertainment industry," said Chen Wei, Senior Vice President of iQIYI and executive producer of The Rap of China. "The Rap of China is the first variety show in history to utilize AI in its production, including casting, voice recognition, user recommendations and more, with the use of smart technology influencing every aspect of the show's production."
Despite being a company rooted in the Chinese market, iQIYI sees any entertainment in the modern age as a medium which inherently global in nature. The recent hit Idol Producer, also produced by iQIYI, has also become is a nationwide pop culture phenomenon, launching teen heartthrob boyband Nine Percent.
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