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印度抖音网红求关注

印度抖音网红求关注

我们翻译这篇文章的理由

迥异的语言文化,一样的土味爆红出身偏远的乡下,永远有着迷之自信,独创了自己的风格,在初期饱受嘲讽,然而坚持不断活跃的创作,最后获得坚实的影响力。这一次,耳熟能详的草根崛起的故事发生在印度,他乘着移动互联网+大数据算法大潮,在地球另一边书写着土味传奇。

——张松

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印度抖音网红求关注

作者:SNIGDHA POONAM

译者:邓小雪 & 张力文 &王宇琪

校对:张松

策划:张松& 郭嘉宁

This Indian TikTok star wants you to know his name
印度抖音网红求关注
Two years ago Israil Ansari was working as a handyman and didn’t even own a smartphone. Then things started to go crazy
两年前伊斯瑞尔·安萨里还是个连智能手机都没有的勤杂工。然后事情开始出乎所有人的意料。
When he’s doing his dance, Israil Ansari looks like a tornado. Keeping his feet pinned to the ground, he bends his elbows and knees and moves his arms and legs from side to side at such a high speed that his body and immediate surroundings dissolve into a blur.
当伊斯瑞尔·安萨里跳舞的时候,他看起来像龙卷风。他的脚在地上纹丝不动,弯着手肘和膝盖快速的左右舞动四肢,快的身体和背景舞到模糊。
It’s a dance that divides opinion. His fans describe him as a “unique talent” and “the world’s eighth wonder”. He has more than 2m followers on TikTok, the video-sharing app that made his name. But his detractors don’t hold back: “I can’t bear to watch this”, “someone take this guy to a hospital”, “give us a break, bro”. Ansari says he is happy as long as people are watching. “Fifty percent of it is love, fifty percent of it is hate. I will take both.” Naturally, he prefers the love, although it can get a bit much.
人们对他的舞蹈褒贬不一。他的粉丝称其为“独一无二的天才”和“世界第八大奇迹”。他在TikTok(抖音海外版)上成名并有超过200万关注者。但是他的批评者也毫不示弱:“我真是看不下去这个视频”,“谁来带他去医院吧”,“饶了我们吧,哥们”。安萨里表示只要有人看他就很开心。“喜欢我的和讨厌我的人各一半,我两方都能接受。” 当然,他更中意人们对他的喜爱,虽然有时人们的热情过了头。
In Mumbai people stop him in the street. They ask for a selfie, then they ask him to do the dance. He always obliges, but when he’s in a hurry he wears a cap to avoid being ambushed. Without it, Ansari can be spotted a mile off because of his hair, which is almost as crazy as his dance. It’s currently green at the front and blond at the back, although it won’t be for long. He likes to dye it to match his clothes. “In one month I have changed my hair colour 27 times. No one else has done that in the world.”
在孟买,人们会在路上拦住他,要求跟他合影,然后让他跳一段舞。他通常会答应,但是有事的时候他会戴上帽子避免被认出来。如果不戴帽子的话,从一里之外就能认出他的头发,因为他的发型和其舞蹈一样狂乱。他目前的发色前绿后黄,但这并不会持续太久,因为他喜欢染不同的颜色来匹配他的衣服。“一个月里我的发色变了27次,世界上没有其他人会这么做。
Ansari is 19 and comes from a village in Uttar Pradesh in northern India, one of the poorest parts of the country. Until recently, he lived with his parents, grandparents and 11 siblings. His family couldn’t afford to keep him in school over the age of ten, so he dropped out and started working at a hardware store, supplementing his income with odd jobs, like painting houses or tiling. In 2017 he was at a wedding when a friend with a smartphone showed him TikTok, whose users post short, lo-fi videos of themselves doing just about anything: lip-syncing to pop music, conducting make-up tutorials, standing on their head. He was sold. “People were just expressing themselves. I thought: I could do that as well.”
安萨里今年19岁,来自印度北部的一个名叫北方邦的村庄,这里是印度最贫穷的地区之一。直到前不久,他还跟父母、祖父母和11个兄弟姐妹们住在一起。10岁之后,他的家人无力再支付他上学的费用,所以他退了学开始在一家五金店打工,同时为了维持生活还做油漆工和泥瓦工等多项兼职。2017年,他参加婚礼时从一位有智能手机的朋友那里知道了TikTok,这个App的用户可以上传自己拍摄的低保真度的短视频,题材不限,比如:对口型唱歌、美妆教程视频、倒立等等。他被吸引住了:“人们能展示他们自己,我觉得我也可以。”
He asked his brother, who works in a factory in Gujarat, to send him a smartphone. Then he started experimenting with TikTok. He made a few videos of himself joking around but failed to get much traction. Then one day in May 2018 he was walking through paddy fields listening to Bollywood tunes on his phone when a song featuring the actor Shah Rukh Khan began to play. He describes how, possessed by the music, he started to dance in a way no one had ever danced before: “This dance was just not there. Not in Bollywood films, not in the music videos. I brought it to the market,” he says, sweeping his hair back from his face.
他让在古吉拉特邦某工厂工作的兄弟给他寄了一部智能手机。然后他开始玩TikTok。首先他做了几个自己讲笑话的视频,但是没什么人看。然后在2018年5月的某一天,他一边听宝莱坞音乐一边走过一片稻田,这时一首沙鲁可汗主演的电影歌曲响了起来,他形容自己像着了魔一样,以一种前所未有的方式开始随着音乐跳舞:“从没有人跳过这种舞蹈,宝莱坞电影里没有,MV里也没有。是我把它推向了市场。”他一边说着,一边捋了一下头发。
“I asked a ten-year-old boy who was passing by to shoot a video [and] uploaded it to TikTok right away.” Within a few hours, the video of Ansari dancing between lush rows of rice had got 36,000 likes. There were a few sneering comments, sure. “They mocked my yellow pants; they said I dance like a crab.” But he didn’t care whether people were laughing with him or at him: what mattered was that they were hooked. “Hanse toh phanse.” (“You laugh and you get trapped.”)
“我让路过的一个10岁男孩帮我录了视频,然后立即上传到TikTok。”几个小时后后,安萨里在田间跳舞的视频就获得了3.6万个赞。当然里面也有不少嘲讽的评论。“他们嘲笑我的黄色裤子,他们说我跳得像只螃蟹。”但是他并不在意人们是粉是黑,他只想得到人们的关注。“你看乐了我就赢了。”
TikTok was launched in 2016 by a Chinese company, Bytedance. By February 2019 it had been downloaded more than a billion times around the world. Unlike YouTube, its videos are a maximum of a minute long, although many are much shorter. This encourages its users, predominantly teenagers and twenty-somethings, to catch people’s attention as quickly as possible: the sillier or more extreme the stunt, the better. When you open the app, the first thing you see is not what people you follow have posted, but a video that is currently going viral, in an algorithm-powered feed called “For You”. If you enjoy it, you can double-tap to “like” it, like on Instagram, or follow the user – actions which bump it up to the top of other people’s “For You” feed. If you’re bored by it, you swipe up to see the next video. The longer people spend watching videos, the higher up the charts they climb. You could describe TikTok as an unholy marriage between Instagram, YouTube and Tinder. It has taken the most addictive components from each of them and used them to create a platform that is hard to look away from.
TikTok是由一家名为字节跳动的中国公司于2016年推向市场。到2019年2月,它在世界范围内已经被下载超过10亿次。跟youtube不同,TikTok的视频最长不超过一分钟,当然很多视频拍的更短。TikTok的主要用户是青少年和20多岁的年轻人,短视频的设计尽可能快地抓住用户的注意力:视频越搞笑越刺激越好。当你打开App的时候,首先映入眼帘的不是你关注的人发布的东西,而是“For You”——由计算机算法为你推送的当前最火的视频。如果你看烦了,往上一翻就能看下一个。人们看的时间越长,这个视频的排名就越靠前。你可以把TikTok当成是Instagram、YouTube和Tinder之间罪恶的联姻。它吸收了以上三者最让人上瘾的部分,然后创造出这个让人欲罢不能的视频平台。
TikTok’s influencers are edgier than Instagram influencers, who – irrespective of whether they are in Manhattan or Mumbai – abide by a universal code of coolness, decked out in athleisure and munching on avocado toast. Unlike YouTube influencers, TikTokers don’t need a fancy phone, camera skills, editing software or fast internet. All they have to do is fill up 15 seconds with something people can’t stop watching. These lower barriers to entry mean that TikTok influencers come from a wider variety of backgrounds than influencers on other platforms.
抖音网红比Instagram的网红更边缘化。不管是曼哈顿还是孟买的Instagram网红,都遵循一个普遍的coolness原则,穿运动休闲装,吃牛油果吐司。和YouTube网红不同,抖音网红不需要有花哨的手机、摄影技术、剪辑软件或者快的网速。他们只需要产出15秒钟抓人眼球的东西就行。这些更低的入门门槛意味着,同其他平台上的网红相比,抖音网红的背景更复杂多样。
A quarter of TikTok’s global downloads come from India, compared with just 10% of Instagram users. Like Ansari, many of India’s TikTok stars live in small towns or villages, have either never made it to college or dropped out, and speak their vernacular language. The growth of the app goes hand-in-hand with the spread of mobile internet in rural India. In 2015 only 9% of rural Indians had internet access. By 2018 this had grown to 25%, helped by a growing middle-class and cheap mobile data, which costs less than in any other country. Thanks in part to Reliance Jio, a company that offers cheap, high-speed data, the average Indian phone user now consumes more mobile data than most Europeans.
抖音全球下载量的四分之一来自于印度,而只有10%的Instagram用户是印度人。和安萨里一样,很多印度抖音网红都住在小镇上或村子里,这些人或是未能考入大学或是中途退学,都说着本地方言。抖音app的下载量紧随印度农村的手机网络普及而增长。2015年,印度农村只有9%的人连入互联网。凭借中产阶层的扩张和手机流量的低廉(比其他所有国家都便宜),到2018,这一数字增长到25%。这还要部分归功于提供便宜的高速流量的Reliance Jio公司,印度手机用户对移动数据的使用量要高于多数欧洲人。
Even though Ansari had owned a smartphone for less than a year, he knew instinctively that if he was going to become famous, he had to give his followers more of what they wanted. So every day before he went to work, he asked friends and neighbours to film him dancing to music on his phone. His new routine raised a few eyebrows. Even though quite a few people in his village had smartphones, and were on WhatsApp and YouTube the whole time, no one had heard of TikTok, says Ansari. “People thought I had gone crazy. They would tell me to focus on my job. They used to call me a loser.”
即使安萨里仅仅在不到一年前才有了智能手机,他本能地知道,如果他想变得更有名,他给粉丝的要多于他们想要拥有的。所以,每天在上班之前,他都会让朋友和邻居用他的手机录他跟着音乐跳舞。他的新习惯让一些人感到荒谬。即便他的村子里有很多人有智能手机,而且他们也经常用WhatsApp和YouTube,但没有人听说过抖音,安萨里说道。“人们觉得我疯了。他们让我专心工作。他们曾叫我失败者。
But as Ansari’s follower count rocketed, people in his village started to take him seriously. Soon he had fans in towns and cities across the region, including Lucknow, the capital of Uttar Pradesh. He started to receive invitations to open shops and beauty salons and perform at birthday parties and weddings – just in Uttar Pradesh at first but then in other states. They were coming in so thick and fast that Ansari decided to leave his job and become a full-time influencer. He was making an average of 20,000 rupees for each appearance, which was more than his monthly salary had been. “They paid for everything: my travel, my stay, my food. I only had to satisfy their demands.” That part he found easy: “I exchange salaam-duas [greetings] with the men, dance for the ladies, and I am done.”
但随着安萨里的粉丝数量呈火箭式增长,村里的人开始认真对待他了。很快,他在当地的乡镇和城市里都有了粉丝,包括北方邦的首都勒克瑙。他开始接到一些开业典礼和美妆沙龙的邀请,并在生日宴会和结婚典礼上演出——一开始只是在北方邦,后来在其他省份。因为粉丝对自己的狂热喜爱,安萨里决定辞职做一名全职网红。平均来看,他的每条视频都能为他带来20,000卢比的收益,比他之前的月薪还高。“他们为任何事情买单:我的旅行、住宿、食物。我只需要满足他们的需求。”他觉得这一部分很简单:“我对男的说salaam-duas(你好),给女士跳舞,然后我的任务就完成了。
By the end of 2018 Ansari had acquired a manager, Tarique Mahmood, and was looking into new ways to monetise his fame. One successful venture has been brand endorsements: Ansari has promoted homeware companies and Chinese food trucks. The latest wheeze is charging fans 400 rupees to meet him. After Ansari advertised this service on TikTok, Mahmood was bombarded with requests. “I got 2,000 calls on my phone in a day,” he says. “People call from Dubai, from Indonesia, from the US. They are desperate to see him – even on a video call.” People travel miles to shoot a video with him, hoping to ride up the TikTok charts on his coat-tails. Mahmood is honest about his client’s abilities. “He does not know how to dance. All he does is throw around his hands and legs. But his fans love it.”
到2018年底,安萨里雇佣了塔里克·马哈茂德做经纪人,并开始寻求全新的方式来将自己的名气变现。其中,品牌代言就是一种成功的投资:安萨里曾为多个家居公司和中国食物卡车推广。而他最近的变现方式是粉丝交400卢布就可以和他一面。安萨里在抖音上推广这项服务后,马哈茂德的手机被各种合作电话轰炸。“我一天接了2,000多个电话,”他说道。“人们从迪拜、印度尼西亚、美国打来电话,迫切地想见到他,哪怕只是通过视频电话。”人们不远万里赶来只为和他拍一段视频,希望能够靠他来使自己在抖音的排名上升。马哈茂德对安萨里的能力很坦诚。“他不会跳舞,只会甩胳膊蹬腿。但他的粉丝喜欢看这个。
Ansari has taken his lack of conventional talent and turned it into his USP. “No one, whether they are young or old, rural or urban, who watches him can stop themselves from laughing. That’s how he became famous,” said Shaikh Khalfan, who runs a YouTube channel, Hashtag Mumbai News, dedicated to tracking TikTok stars. One of Ansari’s biggest fans is Irfan Ahmed, a 32-year-old from Mumbai who runs a recycling business. He was impressed by Ansari’s rags-to-riches tale and happy-go-lucky attitude. “He didn’t care what people said about him. I was obsessed with the idea of meeting him.” Ahmed flew to Lucknow then took a taxi to Ansari’s village just to be able to dance with him. He couldn’t find Ansari at first so he posted a video on TikTok tagging him and begging him for a meeting. It worked. “I met him in Lucknow and got him to dance with me to the same song that made him viral. He dances at such high speed that I couldn’t keep up with him. I was exhausted at the end of it.”
安萨里已将自己在传统才艺上的欠缺转变成自己独特的销售主张。“不管是年轻人还是老人,是乡镇居民还是城市居民,所有看他视频的人都无法停止大笑。这就是他成名的原因,”谢赫·哈勒凡说道。谢赫是一个YouTuber,他的YouTube频道——Hashtag Mumbai News——致力于播报抖音网红。今年32岁的伊尔凡· 艾哈迈德是安萨里的铁粉之一,他在孟买经营二手生意。他为安萨里白手起家的传奇故事和他乐天派的态度所感染。“他不在乎人们怎么评论他。我一直都特别期待能见到他。”艾哈迈德飞到勒克瑙然后打车去安萨里的村庄,只为能和他一起跳舞。一开始他没找到安萨里,所以他在抖音上发了条视频并艾特了安萨里,请求能够见一面。这招很见效。“我在勒克瑙见到了他,而且他和我一起跳了那支让他病毒式传播的曲子。他跳得特别快,我都跟不上他了。最后我筋疲力尽。
Most of Ansari’s fans are young men from small towns and villages who dream of a way to change their lives and see him as a hero. They turn up in their hundreds at Ansari’s public appearances, crowding around him and fighting (often literally) for selfies or the chance to appear in the background of one of his videos. Ansari no longer has to pay for anything. Beauty salons of Lucknow colour his hair free. Fans pay for his train tickets and airline fares, his hotel stays and food. They send him clothes, shoes and sunglasses. As his followers have multiplied so has his fee: he says he now makes up to 50,000 rupees a day.
安萨里的大多数粉丝都是来自小镇和乡村的男青年,他们梦想着能改变自己的生活,把他视作一位英雄偶像。在安萨里公开露面时,他们成百地簇拥在他周围,为了和他自拍或者出现在他的视频背景中而大打出手(通常是字面意义上的大打出手)。安萨里不再需要为任何东西付钱。勒克瑙的美发沙龙为他免费染发,粉丝为他支付火车票、机票、酒店住宿和食物,也给他寄衣服、鞋子和墨镜。随着粉丝数量的成倍增长,他的收入也在增加:他说他现在每天能赚到五万卢比。
Until he became famous, Ansari had never left his village. Now he has seen “all of India, from Kolkata in the east to Surat in the west.” He spends most of his time in Mumbai, where he says he “networks” with other social-media celebrities, studio executives and events organisers. No matter how busy his schedule, or where he is, he still manages to shoot half a dozen TikTok videos a day, out of which two or three will be good enough to post. As well as dancing, by himself or with other people, he acts out sequences from Bollywood films, lip syncs to popular songs and tells jokes. A recent example: “One day while I was drunk, I confused a courthouse for a restaurant and went in. The judge was saying ‘Order, Order’ so I did order: one plate of chicken and two quarters of whisky.”
在成名之前,安萨里从未离开过他的村子。现在,他看过了“整个印度,从东部的加尔各答到西部的苏拉特”。他把大部分时间都花在了孟买,他说他在那里与其它网红、电影公司高管和活动组织者建立了“人脉”。无论日程多忙、身在何处,他每天都要设法拍六个抖音视频,其中两三个足够好的会被上传。除了自己或和别人一起跳舞,他还表演宝莱坞电影、为流行歌对口型、讲笑话。比如他最近的一个笑话:“有一天我喝醉了,把法院当成了餐馆,法官在说‘肃静’(order),于是我点(order)了一盘鸡肉和两夸脱威士忌。
Ansari has noticed how big TikTok has become in the past year. “Not just in my village, but in the whole region. Wherever you go, people are making TikTok videos…Everyone knows today what can be achieved through it.” But not everyone can be a star. Some TikTok users have become depressed when faced with online criticism. In 2018 a 24-year-old man in southern India killed himself by jumping in front of a train after being mocked for videos in which he dressed like a woman. Cases like this have led to a moral panic about whether TikTok is promoting bullying, hate-speech and child abuse, and sharing user data with China (a claim the company has denied). Politicians have repeatedly called for a ban.
安萨里注意到了抖音在过去一年里壮大了多少。“不仅在我们村子,而是在整个地区。不管你去哪儿,都能看到人们在录抖音视频…现在每个人都知道可以通过它收获什么。”但不是每个人都能成为红人。一些抖音用户遇到网络批评的时候会变得沮丧异常。2018年,一名印度南部的24岁男青年因为有人在他视频下面评论他穿的太“娘”,随后跳到火车前自杀。类似的案例引发了一场道德恐慌,人们质疑抖音是否在煽动欺凌、仇恨言论和儿童虐待,并把用户数据发到中国去(该公司否认了这一指控)。政客们一再呼吁封杀抖音。
It’s been a year since Ansari left his village. In August he returned for the first time in a while to celebrate Eid and to apply for a passport (in India the police have to visit your permanent address to verify your application). While he was staying there, more than 100 people crowded outside his family’s house for a glimpse of him. “People come from many villages. They tell me that I have put the village on India’s map and Uttar Pradesh on the world map.”
安萨里离开他的村子已经一年了,8月,他第一次回来小住,庆祝开斋节并申请护照(在印度,警察必须访问你的常驻住址,以核实申请)。那段时间,有超过百人挤在他家房子外面,只为了看他一眼。“人们来自许多不同村落。他们说因为我这个村子才被标到了印度地图上、北方邦才被标到了世界地图上
His family still don’t fully understand where the money is coming from. They have normal jobs: his father runs a small grocery store in the village. His brothers work in factories and a sweet shop. “They are happy,” says Ansari. “My parents still don’t have mobile phones but neighbours show them my TikTok videos. They [make them] laugh.” But they aren’t sure how long their son’s fame will last.
他的家人并不全然了解他是怎么赚到的钱。他们做着普通工作:他的父亲在村子里经营着一家小杂货铺,他的兄弟们在工厂和糖果铺工作。“他们很开心,”安萨里说,“我父母没有手机,但街坊们给他们看了我的抖音视频,他们被逗笑了。”但是他们不确定儿子的走红能持续多久。
Ansari realises that he might not be a TikTok influencer for ever. “I will be sad if this ends,” he says. But he has unshakable faith in himself: “I may not always be a TikTok star, but I will always be a star.” He is determined to break out of the Indian market and become an international celebrity, and plans to hire a tutor to teach him English. He is hellbent on world domination: “No one can stop me.” But Ansari doesn’t want to forget his roots. In one of the videos he posted on TikTok while he was staying with his family, he’s back to where it all began. He’s wearing an orange shirt and red shoes, his hair is its natural black and the same Bollywood song is playing in the background. With his feet planted firmly on the ground, his knees and elbows bent, he dances like the wind.
安萨里知道他也许当不了一辈子的抖音网红。“这一切结束时我会很伤心的,”他说。但他自己有着不可动摇的信念:“我也许不能永远是一个抖音明星,但我一定会一直是个明星。”他决心冲出印度市场,做国际名人,计划着雇一个老师教自己英语。他一心要走向世界:“没有人能阻止我。”但安萨里不想忘记自己的根。在他发布在抖音的一个视频中,他与家人待在一起,回到了最开始的地方。他穿着橘色的T恤、红色的鞋,头发是原本的黑色,背景音乐放着同一首宝莱坞歌曲。他的双脚牢牢地踩在地上,膝盖和肘部弯曲着,像风一样翩翩起舞。

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  • 本文原载于 1843 magazine

  • 原文链接:https://www.1843magazine.com/features/this-indian-tiktok-star-wants-you-to-know-his-name

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