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一首3分22秒的歌曲,能装载多少人的理想生活?
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' \! y, T7 J: E# ?) c& \5月24日～5月31日之间,数万网友将心中的理想生活以文字、照片等形式向天猫投稿,这些朴实却掷地有声的故事和内容,化作一句句歌词和MV片段,最终凝结在了天猫代言人易烊千玺演唱的《生活就该这么爱》这首歌里,引发全网超1.5亿次的观看。 / l, R+ m- g% u" N: n5 s, T, m
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当全民参与一首新歌的孵化,多元化、个性化的声音才能被听见。而这,也正是天猫2022年最想做的事:在电商进入留量时代的当下,将“做好每一个用户的感知和体验”作为灯塔,搭载百万品牌驶向消费者的热爱之境。这首万人共创的天猫618主题曲《生活就该这么爱》,便是巨轮起航的号角。
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一、万人谱写理想生活之歌
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3 A$ I. ?. j8 T6 [: v6 m7 `如果问一个创作者,一首歌的诞生他最快乐的环节是?答案很可能是两个字:过程。因为一部小说能有1000个结局、一首歌能够有1000种版本,作者只是选择了其中一条旅程走下去......换句话说,创作的真正乐趣便在于它文本的开放性。
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5月24日,天猫发布了一条易烊千玺参演的预告视频,向全网征集网友们的理想生活故事及照片,邀请全民共创理想生活之歌《生活就该这么爱》,顿时引来数万网友的围观,相关话题词阅读破20亿,讨论量超300万。 / V5 H+ c6 `: q7 f
0 r8 I4 z+ b: {$ I9 A. i0 X2 }! z在话题词#千玺唱出你的理想生活#下也成了人们吟诵理想生活的集体空间: & L( D7 V% l1 p1 ?% q, l' u6 a
; x: T6 l( S, E$ E7 _' Y我的理想生活,是当海滩辣妹..... ( C9 E$ m1 L5 c& z8 X; }
+ t1 U E% x+ w: R6 X我的理想生活,是父母在身边...... / x" t0 t7 h. E0 ?" e) G" B/ ~
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我的理想生活,是要和心爱的人环游世界...... ( M K0 F1 l+ N" t: y8 U% w
9 i6 m+ Z& g; C" ~, D* l6 j我的理想生活,是三餐四季,三五好友,见风景见世界......
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D0 ?0 _4 S( v% L# K6 J9 C我的理想生活,是每天早晨有牛奶和鸡蛋......
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我的理想生活,是宇宙尽头还有爱...... 1 Z5 T* T/ M$ l4 g$ H; ]
/ K: ~ l$ m! t* j t8 q4 L& }于是,互联网的世界里多了一场万人共谱理想生活之歌的吟颂之旅,而现实世界多了一些对于理想生活的向往与构筑。 / t, M4 H5 c. K6 T& a6 V9 d
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二、网友和摇滚乐的“梦幻联动“
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5月28日,一个“天猫618主题曲改编自一首很酷的摇滚歌曲”的消息火速传播。随后国内集结最多乐队的独立唱片公司“摩登天空”官微正面回应,让网友猜歌名并许诺抽取幸运儿“承包下半年的livehouse”。瞬间摇滚圈的乐迷也按耐不住了,其中一小撮嗅觉灵敏的歌迷们,甚至猜出了这首歌的原创——摇滚乐队“后海大鲨鱼”。
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' D# Y5 B) Y( K$ H- O1 r- f4 z一支摇滚乐队的歌曲由上万网友二次创作,再由代言人千玺演绎,究竟会产生什么样的化学效果? / I5 G/ h7 V6 d( ]1 e* T1 ^/ n
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终于在5月31日,一首由千玺进行演唱和出演的天猫618主题曲《生活就该这么爱》震撼出炉,歌词皆取自于网友投稿的理想生活故事,当中不乏网友亲述的真实声音;编曲来自后海大鲨鱼乐队的经典作品《心要野》。MV则由网友投稿的理想生活照片集锦而成,以拼贴画的形式呈现出理想生活的异彩纷呈。 2 G! U! J3 A9 M* t
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3 w- S7 B( M8 \1 a. Z! e* c改编自《心要野》的《生活就该这么爱》,表达了对理想生活的向往。从摩登天空公号的文章得知,这个全新的改编版本是由付菡和乐队的伙伴,一起在录音棚就音色、编曲、乐器之间的配合一点一点抠出来的。主唱付菡亦担任此次主题曲的制作人。后海大鲨鱼乐队是国内顶尖的女主唱乐队,主唱付菡则兼具唱作人、导演、艺术家等多重身份为一体,以她为核心的后鲨有着超出一般摇滚乐队的艺术价值。 & y {, D. n/ z
7 k# R6 A( w8 g0 O! ^4 p《心要野》主题表达的是“活在当下,过自己的理想生活”,这与天猫理想生活的slogan有着异曲同工之妙。改版版本《生活就该这么爱》希望以此鼓舞每一位热爱生活的人,心怀理想,努力去实现自己的理想生活。就像歌里唱的“我想为你唱 |
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