米未创始人 马东 马东说，这篇访谈不会有人从头看到尾的。 文 丨 宋玮 喜剧行业能诞生一家好公司是个偶然，但马东成为一个好 CEO 可能是个必然。 喜剧，内容行业里最难的品类之一——无法规模化、标准化，创作靠天赋、心流和运气。在中国，这样 的行业不太可能长出一家组织稳定、体系成熟、商业健康的公司。 偏偏是马东和他的团队，把它做成了。 回想 2015 年， 马东和牟、刘美好一起创立米未 ， 要做 更大的生意 ，一家标志性的内容公司。那一 年，马东的老朋友，艺术家郭德纲对我们感叹："艺术创作真是痛苦，为什么不干这行了？马东走对道 了。" 但十年后，马东又回到了那个痛苦的创作之地。只不过这一次，他们找到了一条 "厚而长的雪道"——用 系统的方法，让喜剧从天才的孤独创作，变成了可以训练、可以协作的集体心流。 五年间，米未做了四档喜剧节目，发掘了 140 多位喜剧人，让一群自嘲为 "脚踝部演员" 的年轻人走上 了主流舞台。 米未成了今天中国娱乐业最会造梦的公司。 内容是个坏生意，但坏生意恰好是好公司的土壤。它给予一家公司最大的馈赠，是让那些把心流、方 法、价值观当作生产力的公司成功；让那些把人当作人，而不是创作工具的公 ...

Core Insights - The article discusses the evolution and challenges faced by the comedy variety show "喜人奇妙夜2" (Happy People Wonderful Night 2) produced by 米未 (Miwei), highlighting its impact on the industry and audience engagement [2][4][41] Group 1: Show Performance and Audience Reception - "喜人2" has maintained a stable viewership, ranking third in the综艺霸屏榜 (variety show rankings) for October and November, indicating a solid performance despite mixed audience feedback [6][8] - The show generated significant social media buzz, particularly with the segment "技能五子棋" (Skill Five Chess), which went viral and made its representative, 张兴朝, an overnight sensation [8][10] - The emotional connection with the audience was evident during the finale, where viewers expressed gratitude towards the show's creator, 马东, despite some criticisms regarding the season's quality [4][9] Group 2: Industry Trends and Challenges - 米未 has developed a habit of producing one major show per year, which has led to a unique entertainment experience that often sets trends in the industry [2][4] - The article notes a growing resistance among audiences towards predictable storytelling and "大底" (big bottom) endings, which has made it increasingly difficult for creators to meet viewer expectations [17][19] - The pressure on actors and creators has intensified, leading to concerns about burnout and the sustainability of high-quality comedy content in a competitive landscape [25][27] Group 3: Future Directions and Strategic Decisions - The potential revival of "奇葩说" (Qipa Shuo) is a significant topic, with speculation about its future and the negotiations between platforms like 爱奇艺 (iQIYI) and 腾讯视频 (Tencent Video) [4][35] - The article emphasizes the importance of maintaining high production standards and the challenges 米未 faces in balancing creative integrity with commercial viability in the evolving landscape of long-form video content [31][39] - The success of "喜人2" and its associated IP assets provide a foundation for 米未 to navigate future challenges, with a focus on nostalgia and emotional resonance as key strategies [41][42]

Core Viewpoint - The article discusses the evolution and ambition of the company Miwei in the comedy industry, highlighting its unique approach to creating comedy content and nurturing new talent through collaborative methods [5][10][24]. Group 1: Company Overview - Miwei has produced four comedy shows over five years, discovering over 140 comedians and fostering a collaborative environment for them to create [5][6]. - The company emphasizes a "co-creation" philosophy, providing resources and spaces for comedians to develop their craft [5][10]. - Miwei's founder, Ma Dong, believes that the comedians themselves are the true stars, with the company playing a supportive role [5][10]. Group 2: Comedy Production Methodology - Miwei's approach to comedy production is likened to "farming," where the company cultivates talent through workshops and collaborative writing sessions [14][24]. - The company employs a "Yes, And" method, encouraging comedians to build on each other's ideas, fostering a creative and supportive atmosphere [15][29]. - The production process includes multiple rounds of audience testing (exhibitions) to refine performances based on real-time feedback [20][22]. Group 3: Strategic Decisions and Market Position - In 2020, Miwei faced a strategic decision to pivot towards comedy, recognizing the enduring demand for humor and the potential to fill a gap in the market for emerging comedic talent [10][26]. - The company aims to create a sustainable ecosystem for comedians, allowing them to earn a living while developing their skills [7][10]. - Miwei's long-term vision includes expanding into film and longer-form content, leveraging its established talent pool and production expertise [24][28]. Group 4: Cultural and Emotional Aspects - The company prioritizes the mental well-being of its creators, fostering an environment that values emotional health alongside creative output [28][29]. - Miwei's internal culture emphasizes collective storytelling and shared experiences, resonating with contemporary audiences seeking connection [24][28]. - The company has shifted its focus from merely producing content to becoming a content creation company, aiming to "brew its own wine" rather than just being a vessel for external content [24][28].

Core Viewpoint - The recent launch of the music variety show "Asian New Voices" challenges the traditional reliance on popular songs and flow-driven artists, focusing instead on originality and diverse cultural expressions [1][21][28] Industry Insights - The music cover rights market has seen skyrocketing costs, with single song rights often reaching hundreds of thousands to millions, creating an "invisible competition" within the industry [1][18] - The current music variety show landscape is characterized by high costs associated with popular song rights, leading to a reliance on familiar faces and hit songs, which has resulted in a lack of innovation and diversity [14][16][20] Show Characteristics - "Asian New Voices" features a unique format, taking place on a cruise ship and involving musicians from nine Asian countries, aiming to present a fresh perspective in the music variety show sector [1][11] - The show emphasizes live performances and authentic musical expressions, with a focus on original or lesser-known songs rather than mainstream hits [21][28] Talent and Performance - The show showcases a diverse range of young talent, including musicians who have gained recognition in niche genres, thus expanding the musical landscape of Chinese variety shows [10][21] - Performers like Mei Yuna and others demonstrate strong emotional expression and musicality, contributing to the show's overall appeal [4][8][10] Production Strategy - The production team prioritizes budget allocation towards visible aspects of the show, such as immersive live performance environments and collaboration with young musicians, enhancing the overall quality and experience [11][13] - The show aims to build a sustainable content model by focusing on original music and diverse cultural backgrounds, rather than short-term popularity [23][29] Future Implications - The success of "Asian New Voices" could signal a shift in the industry towards valuing content creation and originality over mere commercial viability, potentially influencing future music variety show formats [28][30] - The industry may need to rethink its approach to content investment, focusing on long-term value and diverse musical exploration rather than short-term trends [29][30]