China Entertainment 1997

After returning from the visit to "The Unruly Princess", Cao Xuan arranged to inquire about the script, participated in two more commercial activities, and then plunged into the recording studio.

In May, he joined the cast of "Eternal Dragon Sword". Before that, he had two tasks.

I made a demo of the theme song "Sold out" from "The Matrix" and sent it to the United States, and "composed" a song to match the 2002 World Cup advertising song for Pepsi.

That's right, after Cao Xuan returned from the United States, he began to decisively pursue the World Cup.

The two major sports events that attract the most attention in the world are the Olympic Games and the World Cup, which are held every four years.

Not to mention the Olympic Games, because the World Cup is a football event, it ranks first in the world in terms of influence among individual events.

Football, as the world's largest sport, is the most popular sport in Europe, South America, and Africa. Its influence is not weak in Asia, and slightly less so in North America and Australia, which also have a certain audience.

According to original time and space statistics, the 2002 World Cup broadcast signals were broadcast in more than 213 countries, almost covering the entire world, with a total of 64 games watched by a total of 40 billion people.

The Chinese audience takes a lot of credit for this.

Especially when the Chinese team entered the World Cup for the first time in history, it can be said that the whole country is paying attention. The Chinese team's three group stage games have an average domestic audience of more than 160 million viewers per live game.

It can be said that every World Cup is a carnival for fans around the world, and it also attracts many melon-eaters to watch.

From May to July, the time before and after the World Cup is held, the World Cup attracts the attention of billions of people around the world. Various related advertising and promotions will be concentrated, and fans are willing to support it.

As a world-famous beverage group, Pepsi will definitely not turn a blind eye to the football field, which has huge influence in Europe, America, Africa and Asia. It has signed many star endorsements and also sponsors the World Cup and other related events.

Before the World Cup, Pepsi had already intended to raise some of its stars to shoot advertisements.

Pepsi was very happy when Cao Xuan came to seek cooperation.

After all, this is an Asian World Cup, and it needs some Asian elements.

Cao Xuan is Asia's top superstar. He can represent Asia's image to a certain extent. He is also well-known internationally and has very good music creation talent. It is almost impossible to find a more suitable candidate than him.

Pepsi needs Cao Xuan, a spokesperson for Asia + international standards, and Cao Xuan also takes a fancy to Pepsi's promotion capabilities.

The Internet has not yet developed to the level of later generations. No matter how good the song Cao Xuan sings, it is useless without channels to promote it.

And Pepsi has channels all over the world, which can spread his songs to all possible corners.

Including Africa, which seems to be transparent now, the Middle East, which most people dare not touch, as well as developed Europe and wild South America. His songs can appear wherever Pepsi-Cola is sold.

"Chris Tsao" previously performed well in the United States and Canada, but it has not had much influence in Europe and South America.

This World Cup, in Cao Xuan's opinion, is his best entry point for the two continents, and it is also a rare appearance for Cao Xuan in the entire world.

Asians are still relatively discriminated against overseas. If you want to formally enter the European and South American markets, it is difficult to gain a foothold little by little.

Even Warner's power cannot fully extend there, so Cao Xuan is concerned about these two markets. In addition to Warner, he must also actively take advantage of the situation and seize the opportunity to take the lead.

Shakira is taking advantage of the situation, and so is this World Cup.

However, "power" is not so easy to borrow. Not only must you seize the opportunity, but more importantly, you must have real skills in your hands, otherwise you will not be able to seize the opportunity.

Cao Xuan is "skilled", and his confidence comes from Golden Finger.

"Waving flag" is translated as "waving flag" in Chinese, which can also be said to be "the flag is flying to win".

This song was a promotional song for the 2010 World Cup in South Africa. It was originally a promotional song for Coca-Cola. Later, it was valued by the South African World Cup Organizing Committee and became the official promotional song and even the theme song.

The most classic theme song in the history of the World Cup, some people say it is "Cup of Life" in 1998, and some people say it is "Italian Summer" in 1990.

There are different opinions and it is difficult to form a unified concept, and this song "Waving Flag" is also under discussion and is even hailed as the best World Cup song in the 21st century.

Competing with this song for this honor is "Waka Waka", also the theme song of the World Cup in South Africa, sung by Shakira.

In fact, there is a theme song for the World Cup in South Africa called "Omen of Victory", sung by American singer Kelly.

How can I put it, the football circle is no better than the entertainment circle.

FIFA has their own ideas, and the South African World Cup Committee has its own ideas. They are all different, so they come up with many theme songs. Almost every World Cup has related conflicts.

But Cao Xuan doesn't care about these things, and it has nothing to do with him. What he likes is the song "Waving Flag".

The melody of this song is full of energy and enthusiasm, but it has a certain African flavor. If Cao Xuan wanted to use it, he had to change some instruments.

But fortunately, Chinese civilization has a long history, and there are similar substitutes for various musical instruments. Whether it is drums or rattles, Cao Xuan has enough confidence to Africanize.

As long as the African instruments are removed from this song, the rest is easy to say. After all, it is a popular arrangement, otherwise it would not be a global hit.

As for the style, football is full of enthusiasm and passion, so Cao Xuan's lyrics and melody are completely inspired by his feelings.

Cao Xuan collaborated with PepsiCo to create promotional songs, including two versions, the foreign one "Waving Flag" and the Chinese version "Waving Flag".

The accompaniment and demo have been almost completed before. Cao Xuan has basically entered the recording stage now and is expected to be officially launched in early May.

However, Cao Xuan still hopes that some stars will appear in the "Waving Flag" promotional song MV to cooperate with the filming.

Pepsi originally disagreed. After all, stars' time is limited and their appearance fees are not low.

But after watching the demo of "Waving Flag", the relevant person in charge of Pepsi is particularly optimistic about the song, so they are in contact, hoping to invite some stars to help out.

It is said that there are already some clues.

Pepsi now has strategic cooperation with two major clubs, Real Madrid and Manchester United, and can focus on inviting stars from the two clubs to make guest appearances.

Cao Xuan was personally very satisfied, as he helped Pepsi scoop up Coca-Cola...

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Pepsi Party is ecstatic!

However, the difficulty is that many teams have not yet reached their offseason, so it is difficult for them to film together. It is unrealistic for Cao Xuan to fly there. He is also rushing to record songs.

Normally it doesn't matter, but now that the World Cup starts in early June, the promotional song has to be released at least in mid-May, so time is still very tight.

Cao Xuan discussed it with the people at PepsiCo. If this was the case, then the script would be changed to be shot in segments and then spliced ​​together at the end.

This plan won the approval of the stars, and Pepsi spent a lot of money to send two sets of film crews.

One group flew to Europe to film introductions for each guest star, and the other group flew to various places around the world to record relevant street scenes.

Pepsi spent a lot of money this time, spending nearly 5 million U.S. dollars on the song and MV. Cao Xuan alone received almost 1 million U.S. dollars for the outbound MV + song creation and singing.

Of course, this is the price of two songs, and Pepsi also has the intention of faintly compensating and wooing them.

The previous endorsement contract signed by Cao Xuan was 15 million yuan for three years. It was considered a top-notch contract in the mainland at that time, but it could not stop Cao Xuan's fame from growing too fast.

In just two years, it has exploded in popularity in Asia, and now it has gained considerable popularity in Europe and the United States.

Now if I want to sign him as an exclusive beverage endorsement, it will cost me 10 million a year, and it has to be US dollars.

Don’t be too expensive. If you have a huge Asian market behind you and can capture territory in Europe and the United States, you can ask for this price.

Therefore, PepsiCo has been thinking about whether to re-sign the contract with Cao Xuan. It has not been finalized yet, but it must be given some sweeteners to win over.

The most important thing is not to be poached by old enemy Coca-Cola.

Pepsi paid so much attention to Cao Xuan's promotional song this time and did not hesitate to spend a lot of money. On the one hand, it was really optimistic about it, and on the other hand, it also wanted to stabilize Cao Xuan's heart.

Cao Xuan is very calm. He is not short of money now, but more interested in fame. As long as he becomes famous, he can negotiate for any endorsement.

Nowadays, Cao Xuan has almost no domestic endorsements except for a men's seven wolves.

In addition to the mobile M-Zone that he has been in contact with so far, Cao Xuan does not plan to pick up other products easily.

To be honest, he has grown dissatisfied with small contracts worth RMB 18,000,000. What can make him slightly moved are large contracts worth tens of millions or even hundreds of millions of RMB.

But what is very embarrassing now is that Cao Xuan has no shortage of merchants, even some big international names.

For example, his "good friend" Li Fuzhen's family is preparing to fully enter the Chinese market with its Samsung mobile phones, and plans to ask Cao Xuan to be its spokesperson.

20 million U.S. dollars for three years, totaling RMB 165 million, is not a low price, but Cao Xuan has been hesitant to accept it.

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There is also Nike in the United States, which also intends to grab Cao Xuan's clothing endorsement, and the price it offers is only higher than Samsung.

But Cao Xuan couldn't accept this endorsement because his conscience couldn't bear it. Even if Nike offered 10 million US dollars per year and Septwolves offered 10 million yuan per year, Cao Xuan would definitely choose the latter.

So this is where Cao Xuan is more embarrassed.

The prices of domestic companies cannot go up, but foreign companies dare to spend money, but Cao Xuan is unwilling to accept many things.

As time goes by, Cao Xuan no longer pursues too much commercial endorsements, and takes the safe and high-quality route, so that he can support a number of domestic enterprises if he has the opportunity.

For example, the Septwolves' endorsement fees are now obviously behind Cao Xuan's. Cao Xuan does not make a big deal, but increases the fee every year according to the mainland's top contract.

It not only guarantees one's own interests, but is also within the tolerance of the seven wolves.

Therefore, although there is a lot of advertising expenditure every year, the Seven Wolves are very satisfied. If Cao Xuan's actual celebrity endorsement fee is collected, it will be at least five times more.

Pepsi-Cola is one of the few foreign companies with no glitches, so Cao Xuan would cooperate with it in a down-to-earth manner.

Cao Xuan is a person who misses old friendships. As long as the other party gives him due respect and price, he can make some concessions in other aspects, and both parties will benefit from each other.

If PepsiCo can help Cao Xuan enter the European and South American markets this time, any endorsement fee will be a trivial matter. We will discuss it slowly...