For some people, a person's voice is more important than appearance, and they use their ears to identify their preferences.

On May 18, Lychee, a sound interactive platform that gathers hundreds of millions of sound enthusiasts around the world, held a "voice control" party in the Guangzhou Asian Games City. It used a theme garden party and a sound idol party to bring voice idols and "voice control" people from online to offline, allowing people to discover the content form of "sound". With the full promotion of online platforms, it has already spread from the hobby of a few people and entered the public eye.

The "voice control" group was defined for the first time

The dazzling stage, waving light sticks, screams and cheers filled the entire venue, but the performers on the stage were not traffic stars, but voice idols who also had loyal fans:

Virtual singer Luo Tianyi's 30-minute holographic performance Professional voice actors such as Bian Jiang, who has dubbed for popular dramas such as "Three Lives Three Worlds, Ten Miles of Peach Blossom", Crayon Shin-chan classic voice artist Feng Youwei, TVB Mandarin voice artist Lin Langjun, and several top Litchi anchors performed live dubbing and interpretation of classic film and television scenes. New idols in the ancient style, professional a cappella, Planet Japanese female original singer and other voice idols also appeared.

The "hardcore" elements of the sound festival also include cool sound interactive gameplay and novel sound game experience. Users can use the Lychee Sound Appraisal Black Technology to identify the attributes and charm index of the voice. The anchors also conduct one-on-one voice appraisals and horoscope fortune-telling in person; the Lychee anchor also transforms into a doctor in charge of the sound healing department to customize voice "prescriptions" for users; there is also a touch sound space pavilion where the anchor performs 3D sound effects on-site, a voice plastic surgery pavilion that turns your voice into a minion/rapper in seconds, a Lychee Dating Pavilion where you can make friends with your voice in 15 seconds, etc.

You can see young people born after 1995 dressed in antique style everywhere, popular online music, candy-colored on-site visuals, and long queues in front of booths with various novel sound gameplays. It is a carnival of sound. All the carefully designed links around voice control stem from Lizhi’s years of accumulation and understanding of sounds and voice-controlled people.

As for "voice control" and voice control groups, there has been no accurate definition and division before. They exist more objectively as a group in the real and online world. On the eve of the Sound Festival, Litchi officially launched the concept of voice control:

Voice control is a group of people who have a special complex about sound. They prefer rich and inner sounds and are obsessed with the texture of sound. Compared with visual effects, voice control prefers the ethereal imagination that echoes in their ears. They recognize people by listening to their voices. They can imagine what a person looks like when they hear their voice, and they can associate scenes and pictures by listening to their voices.

Just like every celebrity has a specific name for their fans, Litchi’s audience is called “little ears.” There may be some people whose impression of audio programs is still limited to radio stations, but online audio platforms have long become an important way for the younger generation to consume content. In 2018, the number of listeners of China's online audio programs reached 661 million, with a contact rate of 47.55%, accounting for 82% of the total number of Internet users. This means that more than 80% of Internet users regard listening to audio as their main form of leisure and entertainment.

A new way of socializing for young people

At the beginning of last year, "Lizhi" FM transformed into "Lizhi". Removing FM means breaking away from the limitations of traditional audio and testing more possibilities for sound. Lizhi’s new brand slogan “Use voice, together” also indicates that social interaction and interaction will become the direction of Lizhi. More than a year later, the sound community and the circle it radiates have gradually become clearer.

Sound captures people’s hearts with its pure emotional touch and companionship, while online and offline interactions establish connections between people. Litchi uses the method of creating festivals to bring sound culture to the extreme, releasing the desire to make friends through voice control. People can not only hear good sounds, but also participate in interactions, gain a large number of like-minded people, and accurately find their own kind.

As a sound interactive platform popular among young people, Lizhi has been making efforts in sound socialization and launched creative interactive games such as "Exclusive Sound ID Card" and "Listen to Sound to Find Friends" to allow users to experience the fun of sound socialization and enrich the entertainment dimension of sound. Activities such as the Lychee Sound Festival and the Lychee Annual Ceremony that open up online and offline sound interactions have become the "totem" of the voice-controlled crowd, and a huge voice-controlled ecosystem has been built around lychee.

As of the end of 2018, Lychee has more than 250 million global registered users, 45 million monthly active users, and 5 million monthly active anchors. Lychee has become a social way for young people to maintain emotional connections.

Use sound to create stars

Litchi Sound Festival, Litchi Annual Ceremony and other activities are also an important part of Litchi’s star-making plan. Through online and offline resources, inside and outside the site, more people can know and understand the host Litchi. Online, they use their voices to broadcast live, use talk shows, original music, share good books, answer emotional questions, etc., and capture their own "voice control".

Audio anchor Tune believes that the voice platform can focus people's attention on the content, "I don't need to know what you look like, or what story will happen to you. You are really on the other side when I am communicating on this phone. I just want to know, after I tell you this After a few words, you will really reply to me, and the depth of social and emotional communication will deepen over time.”

Anchor Ah Bi’s main job is musical production. She admits that she does voiceovers for radio dramas and commercials to increase her income, and she does live voice broadcasts to communicate with the audience in a real-time interactive way. "Compared with video live broadcast, audio live broadcast will be more relaxed. You don't have to worry too much about the appearance and the state at the time, but you need to mobilize your enthusiasm to face everyone." The content of her live broadcast is reading and sharing literary works. "The more important quality of voice is to first find what you are good at, and the second is to persist."

The monetization methods of anchors will also include offline commercial performances, music festivals, concerts and other monetization channels, and some anchors will try to publish books, release albums, etc. As a voice interactive platform, the original intention of LIZHI was to help people showcase their voice talents. In addition to providing a platform for people with dreams to display their talents, it also continuously supports the growth of potential anchors, such as the Podcast Academy, the Artist Star Building Program, etc., and selects outstanding anchors through various voice competitions, and customizes a series of online and offline support plans.