Ikawa Riyu signed a contract with MCN organization: a typical case of the professionalization path of amateur internet celebrities
In recent years, with the rise of short video platforms, the professional path of amateur Internet celebrities has gradually become the focus of social attention. Recently, Douyin’s leading expert Riyu Ikawa officially signed a contract with a well-known MCN organization, which once again triggered the industry’s discussion on the professional development of amateur internet celebrities. This article will analyze the popularity path of Ikawa Riyu and the industry trends behind it through structured data.
1. The path of popularity of Ikawa Riyu
Riyu Ikawa's original name is Li Moumou. In 2021, he became popular on Douyin due to a "pure desire" dance video. Then, he quickly accumulated tens of millions of fans with his unique style and continuous content output. The following are its key development nodes:
| time | event | Fan growth (10,000) |
|---|---|---|
| 2021.03 | Release the first hot dance video | 50 |
| 2021.06 | Fans exceeded 5 million | 500 |
| 2022.01 | First live streaming | 800 |
| 2023.08 | Signing a contract with MCN organization | 1200 |
2. Three major stages of professionalization of amateur internet celebrities
Through the case of Ikawa Riyu, a typical path for professionalization of amateur internet celebrities can be summarized:
1.Content outbreak period: Relying on a single popular content to attract fans quickly, but the monetization ability is weak;
2.Traffic stability period: Consolidate your personality by continuously outputting and starting to try advertising or live broadcast;
3.Institutional operation period: Signing a contract with MCN to obtain professional support and expand business cooperation.
| stage | Duration | Core features | Representative cases |
|---|---|---|---|
| Explosion period | 1-3 months | A single video playback volume exceeds tens of millions | Classmate Zhang |
| Stable period | 6-12 months | 3-5 contents for the week | Liu Genghong |
| Institutional period | More than 1 year | Business cooperation accounts for more than 50% | Li Jiaqi |
3. The core value of MCN institutions
According to the "2023 China MCN Industry Development Report", leading institutions can provide the following support to Internet celebrities:
•Improve commercialization capabilities: The average income of Internet celebrities increased by 300%-500% after signing the contract
•Content production upgrade: Professional teams increase video completion rate by more than 40%
•Risk control mechanism: Public opinion monitoring and crisis public relations system
| Service Type | Proportion provided by the agency | Internet celebrity demand intensity |
|---|---|---|
| Business docking | 92% | ★★★★★ |
| Content planning | 85% | ★★★★ |
| Data Analysis | 78% | ★★★ |
4. Industry trend observation
1.Extended occupational cycle: Institutional intervention extends the average active cycle of Internet celebrities from 9 months to 3 years
2.Vertical field segmentation: The institutionalization rate of beauty and knowledge Internet celebrities has reached 67%
3.Impact of platform policy: The "Spark Plan" recently launched by TikTok accelerates amateur incubation
The case of Ikawa Riyu shows that today, with the highly specialized content industry, it has become an inevitable choice for amateur Internet celebrities to achieve career upgrades through institutional operations. In the future, how to balance personal characteristics and commercial needs will be a topic that all professional Internet celebrities need to face.
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