"Solo-Style Creation" Phenomenon in the Online Audiovisual Market
Bai Jie LiShiYi
(Bai Jie Shanxi Normal University, Xiaodian District, Taiyuan, China)
[Abstract]Driven by the dual forces of the pan-media ecosystem and AI technology, the onlineaudiovisual industry has witnessed the emergence of "solo-style creators" represented by Chen Luyu,Luo Yonghao, Yu Minhong, and Pan Tianhong. With "personal IP" as the core of their business, thesesolo-style creators, amidst a media environment characterized by knowledge anxiety, contentfragmentation, and the decline of long-form content, lead lightweight teams to complete planning,production, marketing, and other stages of content creation in a one-stop manner. They producehigh-quality works that feature audience awareness, anti-fragmentation strategies, matrix distribution,and value extension, achieving commercial revenue through derivative products and cross-scenariocollaborations. This model exhibits traits of what Max Weber termed "charismatic authority." It offerssignificant advantages in addressing modern crises such as the rigidity of individual creativity, yet italso faces systemic challenges including homogenization, limited creator diversity, heightened public opinion risks, and copyright infringement. As a transformative practice of content production in thedigital age, "solo-style creation" reflects a shift in online audiovisual programming fromplatform-centered to creator-centered production, providing a new analytical direction forunderstanding the ecology of China's distinctive online audiovisual industry.
[Keywords]Solo-style creation; Online audiovisual programs; Charismatic authority; Chen Luyu; LuoYonghao; MovieStorm
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