This time, the release of the EP had been accompanied by massive buzz from the start.
With a professional team behind it, Luo Ding’s personal popularity, and the added fame from a successful promotional campaign, the pre-order numbers on the internet had reached an astounding figure. Meanwhile, physical stores, the moment they opened their doors, saw large crowds of customers who had been waiting early to rush in and purchase the album.
Most of Luo Ding’s fans had already placed their orders during the brief online pre-sale, but waiting for a one-month delivery cycle? That was too long. The only solution was to quickly buy another EP and watch it first.
Moreover, they had a strong feeling.
If they waited any longer, they might not be able to get one.
****
“The shipments are out! Stop rushing us! We’ve got stock!!” Gu Yaxing held a phone in each hand, one from the company’s music sales department and the other from the after-sales feedback department. As he walked into the office, the landline also started ringing. He stared blankly at the phone, with voices buzzing in his ears from his subordinates complaining loudly through the phone.
“Everyone’s rushing for stock! What should we do? The sales department’s phones are blowing up, and we don’t have enough staff!”
“Who’s to blame?! Why didn’t they listen when we told them to stock up?!”
Initially, the music stores, not understanding Luo Ding’s level of popularity, hadn’t stocked up heavily. Now, seeing customers coming and going, with money flying away, they regretted it bitterly.
The other person complained in frustration: “Exactly! We even showed them the pre-sale numbers, and they said we faked the purchase records. Now, they’re getting what they deserve!!”
Even though Gu Yaxing was a bit angry due to the chaos, he worried his subordinate might use this attitude toward customers, so he gently reassured him.
He then answered the landline, and it was Japan calling for more stock. Originally, the album was supposed to be released simultaneously in various Asian countries, but there had been a small issue during transportation, causing a slight delay in Japan. When Japanese fans heard that China had already started selling the album, they went into a frenzy.
Gu Yaxing, both anxious and scared, wiped the sweat from his forehead. He reassured them as best he could while frantically calling the logistics department to get the latest updates. Finally, he was relieved to hear that Tokyo’s music stores would start selling the album by the afternoon. He quickly instructed other departments about restocking the next batch.
Breathing a long sigh of relief, he slumped into his chair, exhausted, not wanting to say a word.
Even though they had prepared well, he still underestimated Luo Ding’s popularity.
The stock in stores across various locations had sold out within the morning, and many fans who came late could only look at the empty shelves in despair. Restocking would inevitably take some time. On Weibo, countless fans, unable to wait, were frantically calling for help, asking if anyone from other regions could help purchase the album.
Counting the growing sales numbers on e-commerce platforms, Luo Ding’s EP sales in mainland China had already reached a staggering number.
Album sales for mainland singers had never been impressive, hampered by piracy, bootlegging, and a general lack of a strong album-buying culture. From the start, Gu Yaxing hadn’t put much emphasis on mainland sales.
The bulk of the stock was initially sent to Japan, followed by Korea, and finally to Hong Kong, Macau, and Taiwan. The quantity of albums allocated for mainland China was less than half of what was sent to these other regions. While this might seem like a significant number, when you consider the vast population, the difference became immediately apparent.
However, the market’s feedback clearly showed him that he had greatly underestimated the dedication of domestic fans. Fortunately, the second batch of albums had already been packaged. Initially intended to replenish Japan’s stock, this batch could temporarily help satisfy the mainland’s sales frenzy. If they rushed production for a third batch, it could still be sent to Japan without too much delay.
Though it was Gu Yaxing’s first time managing such a popular artist, no matter how careful he had been, he still couldn’t avoid making mistakes. While the error wasn’t disastrous, fans who had long been frustrated with the shabby operations of Yaxing Studios were now fuming with anger over these repeated disappointments.
Poor Gu Yaxing was now tied to the forum’s headlines, where people were roasting him.
“Gu, can you please stock up more albums?! Can you?!”
“My heart aches for my idol. The company’s too amateurish—there aren’t even enough albums.”
“Please, studio, partner with a bigger production company. If you’re short on money for deposits, fans are willing to fundraise. Just don’t hold back our idol, okay? Okay?!”
Gu Yaxing felt wronged. He had partnered with one of the largest production companies in the industry, and the stock was already calculated based on sales figures for top-tier singers. He had even added extra quantities, considering the overseas fan base. Even the production company’s boss had advised him not to overestimate demand, and back then, Gu Yaxing had felt like he was being daring. Now, getting blamed for being too stingy with orders? How unfair!
Yes, the company was indeed struggling financially, but this time the reason for the stock shortage wasn’t because of him!
Feeling wronged from being scolded but also pleased with the EP’s stellar performance, Gu Yaxing was experiencing a mix of pain and joy.
Luo Ding’s fanbase mostly consisted of level-headed fans who had some understanding of the domestic music market. Before the EP’s release, they had privately set up rules within the fan community: After receiving the EP, fans could search online for available resources but were not allowed to upload music videos (MV) or behind-the-scenes footage, nor were they allowed to take screenshots that revealed MV details. Descriptions in words were permitted. If anyone broke the rules, others would have to persuade or pressure them into deleting the content. Many fans had poor consumption habits and wouldn’t buy the album if they could find the resources online.
Fans worked tirelessly to ensure the album’s sales would succeed. Even as they placed the EP into their CD players, many were already thinking about how to describe it in the most enticing way to convince other fans to buy the album.
Each EP package contained two DVDs: one with the songs and the other with the music videos. Along with the EP came two photo cards of Luo Ding.
The photo cards had never been part of the studio’s main promotional strategy, so when many fans opened their EP and saw the photos, they were utterly stunned.
They were quickly pulled back to reality by the fast-paced rhythm emanating from their speakers.
The EP consisted of four songs, two upbeat and two slow, alternating between them. The lead track was the most explosive dance song.
The dance practice video had already been widely shared, and any fan of Luo Ding had likely watched it dozens, if not hundreds, of times. Everyone knew that Luo Ding was an excellent dancer, and the dance tracks were something fans highly anticipated. However, when the actual MV started playing, they realized that the practice room version was nothing compared to the real thing.
Unlike the amateur video shot from the front with no frills, the official MV featured professional lighting, costumes, camera angles, and post-production, all of which elevated the piece. In real life, Luo Ding’s stage outfit might seem a bit exaggerated, but on camera, it perfectly emphasized his physique, making him look flawless. Every glance at the camera, with makeup enhancing his sharp features, was enough to make viewers’ blood boil. As his body moved to the music, the lyrics danced from his lips.
The song, written specifically for Luo Ding by He Guan and Ye Zhou, was the album’s signature track.
The storyline was about a dreamer striving to reach the big stage and getting closer to their dreams through perseverance.
The lyrics, richer in depth than typical dance tracks, combined with a powerful and moving melody, made the song truly captivating. On screen, the young man finally achieved his dream. He stood on a dark stage, stopped dancing, closed his eyes, lifted his head, and raised his right hand high.
The spotlight fell on him from above.
In the next moment, the audience erupted in cheers.
The entire world had become a sea of people shouting his name.
When the music stopped, many fans found themselves in tears.
It felt as though they had accompanied their child through a long and arduous challenge, feeling the bitterness, relief, and effort. Since Luo Ding’s rise to fame, he had endured countless rumors, insults, and conflicts. Fans had been pushed to their emotional limits repeatedly. But at that moment, all the burdens melted away. As they worked to expand their support for him, their beloved idol was fighting alongside them.
On screen, one final line of text slowly appeared, prompting many to pause the video and cry.
“Thank you for always being by my side.”
So simple, straightforward, and yet so tender.
On forums, some influential fans quietly shared: “Damn, this is the first time I’ve cried listening to a dance track.”
Many others echoed: “+1,” “Cried like a baby,” “Being confessed to by your idol feels so bittersweet…”, and “Damn, I’ll never let him go in this lifetime!”
Fans waiting for their pre-orders to ship, or those who hadn’t bought the EP at all, were going crazy with impatience. Yet, despite scouring the entire internet, they couldn’t find any resources for Luo Ding’s EP. The best they could do was find a few screenshots, but even those were quickly taken down. And these screenshots weren’t enough to satisfy curiosity—they were more like bait! Luo Ding, dressed in an outfit that emphasized his perfect figure, looked toward the camera mid-dance. His sharp features, softened with makeup, exuded a seductive allure, even with just a quick glance.
“Ahhhh!!! Hurry up, online stores! Send my order already!!!!” Fans who had been lazy and chose to pre-order instead of buying in person were now filled with regret, wishing they could drag those who were boasting online through the screen and force them to hand over the footage.
“Damn it, I actually spent money to buy an album! Fine, I’ll buy it, just tell me where I can find it in stock!!!” Some fans, who initially hadn’t planned to buy the album, finally couldn’t hold back anymore. It wasn’t like they couldn’t afford a two-digit or three-digit sum. It was just a matter of consumption habits—they simply hadn’t wanted to buy it. Now, tempted beyond their limits, their old habits seemed ridiculous. However, when they finally decided to purchase the album, they found it was sold out.
Other fans, who had always been annoyed with this group, now mocked them gleefully: “No more stock! No more stock! Fan groups across the country are getting ready to rush for the second batch this afternoon. I’m even helping friends from smaller cities buy theirs. Unless you’re in a major city, you’d better brace yourself for the stampede!”
Meanwhile, the second wave of hype hit.
“Ahhh! Luo Xiaoding’s photo cards!!! Beautiful!!! Heaven and hell!!!” Someone posted the album’s photo cards, which were allowed to be shared.
The fan community erupted again.
“Ahhh! Is yours the heaven-and-hell one? Mine’s him playing guitar!” This one was from a jazz music session photo shoot. The lighting pierced through the colored liquids in the bottles on the shelf, casting a vibrant glow on Luo Ding. He sat on a high stool, dressed simply in a white T-shirt and jeans, legs crossed, guitar in hand, singing with deep emotion. The entire world seemed to go quiet because of this image.
“Ahhh! Mine’s the clean, fresh look!!!” This one was from the final love song session, where Luo Ding, carrying a backpack, wandered through an ancient town. Smiling wistfully, he gently touched the green bricks of the old town’s walls or walked quietly under an umbrella with a peaceful expression. From the composition to the colors, the entire scene was so refreshing it made viewers feel as if they could breathe in the moist air of an early spring morning.
The entire fan community was once again buzzing with excitement. Fans who had received their albums shared their impressions of the new songs while exchanging their photo cards. The album’s photos were numerous, and surprisingly, there weren’t many duplicates.
Yaxing Studio’s sincerity was evident. Thanks to the photo cards, many fans felt they could forgive Gu Yaxing for the minor shortcomings in production.
Meanwhile, fans who hadn’t been able to buy the album were getting even more frustrated as they were teased. Most of them frantically refreshed online pre-orders, buying in bulk. But after purchasing, they were devastated to discover that delivery was set for the entire month of September, meaning some unlucky fans might not get their albums until the next month, leaving them in the dark about what everyone else was raving about.
Some fans, unable to wait, started calling friends in other regions for help.
Friends in Japan, Korea, Hong Kong, and Taiwan.
But who had the time to help them?! Fans in those regions were struggling to get their own copies!
After hitting dead ends, many fans learned more about the latest overseas sales situation indirectly.
Japanese and Korean fans were known for being willing to spend money. When the news of Luo Ding’s insufficient album stock spread to the overseas fanbase, fans from local support groups grew increasingly anxious. Many fans took bullet trains from surrounding prefectures to Tokyo upon hearing that Tokyo would be the first city to stock the album. Despite their efforts, not everyone succeeded in getting a copy. Forums in various languages were flooded with complaints, which made many domestic fans feel a sense of kinship.
When the first-day sales results were announced, everyone at Yaxing Studio, including Luo Ding, couldn’t believe the numbers.
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