Da Yi Ge (Big Coat Brother) is back in the spotlight, and this time, his popularity is somewhat “irrational.” In April 2026, at 57 years old, his performance schedule is fully booked, yet his fees remain unchanged: 100,000 yuan for three songs—a pricing rule he has adhered to for a decade.

大衣哥又火了，而且火得有些“不讲道理”。2026年4月，57岁的他商演档期排得满满当当，价格却始终如一：10万块钱唱3首歌，这个坚持了十年的规矩。

This resurgence began with an unexpected online frenzy. At the end of March 2026, when influencer Li Xuehua ranked singers during a livestream, the comment section was flooded with the words “Zhu Zhiwen.” Irritated and carried away by emotion, she shouted in a heavy Shandong accent: “You are Zhu Zhiwen, right? Show the camera then!” The line, full of dramatic tension and a distinctive accent, was quickly clipped and circulated online. Within days, “You are Zhu Zhiwen” became a viral meme, with related topics garnering billions of views. Young netizens used it to create remixes, GIFs, and countless other forms of creative content.

这轮翻红的起点，源于一场意外的网络狂欢。2026年3月底，网红李雪花在直播中给歌手排名时，评论区被“朱之文”三个字疯狂刷屏。被激得情绪上头的她，用浓重的山东口音吼出一句：“你就是朱之文，要画面来了是吧！”这句充满戏剧张力的吐槽，因情绪饱满、口音魔性被网友剪辑传播，短短几天，“你就是朱之文”成为全网热梗，相关话题播放量突破数十亿次。年轻人用这句话制作鬼畜视频、表情包，万物皆可“朱之文”的二次创作浪潮席卷网络。



This wave of online enthusiasm directly propelled Da Yi Ge from the countryside to the stages favored by young audiences. On April 18, at the New Youth Music Festival in Qufu, Jining, Shandong—a stage usually reserved for rock bands like Tong Yang, Prism, and Secondhand Rose—Zhu Zhiwen appeared in a simple jacket. The festival poster read: “Thank you for giving the word ‘rock’ a broader meaning. The essence of rock has never been about form, but sincerity.” When Zhu Zhiwen performed the song “Rose” with folk musician Er Bai, his earthy, rough voice blended with acoustic guitar, leaving the young audience initially stunned, then erupting in cheers. One fan later commented: “This is very rock.” On stage, Zhu Zhiwen said: “I can’t dance anymore, and I can’t perform the high-energy songs the same way, but I will sing the songs I know best. Thank you, young friends, for your support!” This performance marked his symbolic second rise to fame.

这股来自网络的热浪，直接把大衣哥从田间地头推向了年轻人的摇滚舞台。4月18日，山东济宁曲阜的新青年音乐节上，这个往常属于痛仰、棱镜、二手玫瑰等摇滚乐队的舞台，迎来了穿着朴素夹克的朱之文。音乐节主办方在海报上写道：“谢谢你们让‘摇滚’这个词有了更宽的定义。摇滚的内核，从来不是形式，是真诚。”当朱之文与民谣音乐人贰佰合唱《玫瑰》时，他那带着泥土气息的粗粝嗓音与木吉他旋律碰撞，台下的年轻乐迷先是愣住，随后爆发出巨大的欢呼。有乐迷事后评价：“这很摇滚。”朱之文自己在台上说：“跳舞我是跳不动了，太嗨的歌咱也唱不出那个味道，但我会表演自己擅长的歌曲，感谢年轻朋友对自己的喜爱！”这场演出成为他二次翻红的标志性事件。



The surge in popularity quickly translated into real invitations. According to Zhu Zhiwen’s manager, the number of commercial performance requests surged following his viral fame, with May’s schedule already fully booked, and some events needing coordination as far as June. From mid-April, calls inquiring about performance dates flooded in, from music festivals, corporate annual meetings, to local cultural and tourism events. Surprisingly, despite the typical trend where celebrities double or triple their fees after a resurgence, Zhu Zhiwen maintained his fee of 100,000 yuan for three songs, excluding travel and accommodation.

热度迅速转化为实实在在的邀约。从朱之文经纪人处了解到，受网络热度影响，近期商演活动邀请激增，5月份的排期已全部约满，部分场次甚至需要协调到6月。从4月中旬开始，咨询演出档期的电话几乎被打爆，邀请方包括音乐节、企业年会和地方文旅活动。但最让人意外的是，在娱乐圈明星翻红后身价翻倍几乎成为铁律的情况下，朱之文的商演价格依然保持“10万元演唱3首歌曲”不变，且不包含差旅交通和住宿费用。

He has upheld this pricing for a full decade. Around 2015, his commercial rate was already 100,000 yuan for three songs. At that time, event organizers suggested raising it to 200,000 yuan due to his fame, but he refused, saying: “Even ordinary people think 100,000 yuan is a lot. Raising it further would be dishonest.” Ten years later, while the cost of living has soared and fees for similar grassroots singers have multiplied, he sticks to the same line. Even during 2025, when he performed fewer than 50 shows all year, he never considered discounting. Now, as his popularity surges again, when his manager tentatively suggested a slight increase, given that some influencers command 300,000–400,000 yuan per festival, Zhu Zhiwen replied: “They like me, so that’s their favor. I can’t give face by taking it away.”

这个报价，他已经坚守了整整十年。早在2015年前后，当他的商演报价就是10万元3首时，曾有演出商劝他涨价：“你这么大的名气，涨到20万也有人请。”他摇头拒绝，说：“10万块老百姓已经觉得高了，再涨就是昧良心。”十年过去，物价飞涨，同级别的草根歌手出场费大多翻了几番，唯独他守着这条线。即便是在2025年全年商演不足50场的低谷期，他也没想过降价促销。如今热度重燃，经纪人试探着问要不要稍微涨一点，毕竟很多音乐节请一个网红都要三四十万，朱之文的回答却是：“人家喜欢我，是给我脸。我不能给脸不要脸。”



Following his renewed fame, Zhu Zhiwen does not “rush through shows.” He takes at most one performance a day and never travels between cities in a single day just to earn more. His reasoning is simple: “I need to save my energy to sing properly. If my voice fails, it’s unfair to the audience’s money.” Moreover, he intentionally reserved three days in May to return home to Shandong to harvest wheat, saying: “The land cannot be neglected, and people must not forget their roots.”

翻红后的朱之文并没有“疯狂赶场”。他最多一天只接一场演出，从不为了多赚钱而一天跑两个城市。他的理由很简单：“得留出力气好好唱，要是唱不动了，嗓子劈了，对不起观众的钱。”此外，他还特意在5月的排期中留出三天时间回山东老家收麦子，他说：“地不能荒，人不能忘本。”

In front of the camera, Zhu Zhiwen’s response to his renewed fame is especially humble. He said: “Young people like me, not because I am extraordinary, but because they are extraordinary and choose to like an ordinary person like me.” When asked why he doesn’t take advantage of the wave to do livestream sales, he answered: “If people like me, I’ll just sing and interact, bring them joy. If one day they think I’m outdated or passé, I’ll return to farming. That’s normal.”

面对镜头，朱之文对自己再次翻红的回应显得格外朴实。他说：“年轻伙伴喜欢我，不是因为朱之文优秀，是因为他们优秀才喜欢我这个普通的人。”当被问及为什么不趁着这波热度去直播带货时，他回答：“大家要喜欢我，咱给大家唱唱歌互动互动，给大家带来快乐。哪天如果觉得朱之文过时和过气了，那我回家种地，这很正常。”



This revival also brought back a funny and frustrating story from years ago. Someone falsely claimed his mother had leukemia, prompting Zhu Zhiwen to donate 30,000 yuan, only to receive a teasing letter granting him the title “General of the Southern Heavenly Gate.” He simply chuckled at his naivety. Now, the “Southern Heavenly Gate General” joke has been embraced by him. He is confirmed to perform on May 4 at the Wansui Mountain Martial Arts City in Kaifeng, Henan, singing three songs, possibly including “The Rolling Yangtze River.” His team clarified that although some reports cite a fee of 120,000 yuan per show, prices vary.

这次翻红，还让他多年前一段哭笑不得的往事被重新翻出。曾有人谎称母亲患白血病，朱之文心软捐助了3万元，最终却收到一封戏弄他的“册封南天门大将军”的信件。他对此只是苦笑，说自己太傻了。而这个“南天门大将军”的梗，现在也被他坦然接住。他已确认将于5月4日现身河南开封的万岁山武侠城参加商演，经纪团队人员透露，他将在现场唱3首歌，《滚滚长江东逝水》可能会唱。对于网传“演出费12万元/场”的说法，经纪团队回应称“有高有低，有的价格是这个数”。

From his 2011 rise to fame, performing “The Rolling Yangtze River” in a military coat on “Star Boulevard,” to his 2026 resurgence via a viral meme, fifteen years have passed. He still lives in his rural hometown, farms, feeds chickens, and uses an old phone. His performance fee has remained the same for ten years, he handles internet memes with grace, and when asked if he will fade, his answer is simple: he will return to farming. In this ever-changing era, Zhu Zhiwen exemplifies the truest form of “staying true to one’s roots.”

从2011年穿着军大衣在《星光大道》唱《滚滚长江东逝水》走红，到2026年因为一句网络热梗再度翻红，十五年过去了。他依然住在农村的老家，种地、喂鸡，用着旧手机。商演报价十年没变，面对玩梗全网宽容，被问会不会过气，答案是想回家种地。在这个瞬息万变的时代，朱之文用最朴实的方式，诠释着什么是真正的“不忘初心”。

本文来自公众微信号：听歌学英语