Explore the social space of music live broadcast layout
More than just listening to songs, there are many ways to play online music (Online China)
The Xi'an Symphony Orchestra's "Monet Quartet on Strings" is a rehearsal for the "Yunshang National Treasure" concert in front of the Zhaoling Six Horses in Xi'an Forest of Steles Museum. Photo by Xinhua News Agency reporter Li Yibo
In recent years, while strengthening music copyrights, China's online music platforms have also continued their layout around supporting originality, online live broadcasting, and social ecology. The continuous rise of short videos has also become an important channel for music publicity, opening up new market space for musicians.
Online music enters the genuine era
Xiao Yang, a girl from Guangxi, likes to listen to music. She has used Kugou Music to listen to songs for nearly ten years, but she found that "a lot of songs have gradually become unavailable in the past two years. You have to activate members and pay to listen."
In fact, it is not only Kugou, but most online music platforms are "similar to the same work" and no longer all free. This should start from the 2015 "Strict Copyright Order"-the National Copyright Administration issued the "Notice on Ordering Online Music Service Providers to Stop Unauthorized Distribution of Music", requiring online music service providers to stop distributing unauthorized music works.
Since then, legalization has become the main driving force for the rapid growth of China's online music market, piracy has been effectively curbed, and online music has entered the era of legalization. After years of integration, China's online music industry has now formed an industry structure dominated by Tencent Music, NetEase Cloud Music, and Xiami Music. As the digital music market matures, payment growth has become an important driving force for the music industry to enter the fast lane of development. China Commercial Industry Research Institute predicts that China's digital music market will reach more than 70 billion yuan this year.
"At first, I hesitated, but later I couldn't listen to more and more favorite songs. I also wanted to support the singers I liked for many years, so I simply bought members." Xiao Yang said. To a certain extent, this is also the mentality of most paying music users in China. Industry insiders pointed out that copyright operations and fan effects are key factors in the revenue growth of online music platforms. In June of this year, a well-known musician released a digital single, and the current online sales have exceeded 20 million yuan. Tencent Music’s financial report for the second quarter of this year shows that with its content copyright advantages and a paid music library strategy, Tencent Music’s online music paid subscribers have reached 47.1 million, a year-on-year increase of 51.9%.
In addition to contention for stock copyrights, various music platforms have also concentrated their efforts on incremental copyrights. Through different support measures, they cultivate original musicians to increase their own copyright advantages. For example, NetEase Cloud Music launched the "Stone Project" and "Ladder Project". Data shows that the total number of original musicians on the NetEase Cloud Music Platform exceeds 160,000, and the total number of original works exceeds 1.5 million.
Explore the new ecology of digital music
As the number of users becomes increasingly saturated, expanding content, cultivating users, and enhancing the commercial value of the platform have become the focus of online music platform development.
Currently, the business scope of the music platform is expanding from meeting the needs of listening to music to a broader field of pan-music entertainment. "User needs are gradually diversified, and the platform should pay more attention to using copyright to launch more rich content, original products and fresh gameplay, rather than just as a music player." The industry believes that the future competition point lies in how the platform and the industry chain are different. Together, explore the new business and new ecology of digital music.
Under the influence of the epidemic, the innovative measures of online performances have allowed more people to see the value and profitability of online music. During the epidemic prevention period, TME live, which combines offline concerts with online live viewing experience, held several online concerts for well-known musicians. While gaining a good reputation from users, it also effectively promoted the increase in the number of songs played. NetEase Cloud Music launched "Yuncun Bedroom Music Festival" and "Hard Ground LIVE". It is reported that the well-known group TFBOYS "Daylight Travel" 7th anniversary concert will also be held on the evening of August 22 at NetEase Cloud Music. Experts believe that even if the epidemic passes, musicians' live broadcasts may become a long-term project and an effective supplement to the offline performance industry.
In addition to exploring music live broadcasts, laying out social spaces is also an important expansion strategy for music platforms. For loyal users of NetEase Cloud Music, a community culture that directly hits emotions is a distinctive feature of the platform. From the beginning of its release, NetEase Cloud Music has aimed at the power of UGC (user-created content), and built a music community around the discovery and sharing of music: the original "playlist mode" is unique, and the diverse UGC content in the comment area creates a unique community Atmosphere. Last year, NetEase Cloud Music launched a social section called "Yuncun" to further aggregate the advantages of the community and provide young users with a space for communication, discussion and emotional expression.
However, the phenomenon nicknamed "net suppresses the cloud" has recently become a hot topic among netizens, referring to the "negative energy" music comment area full of disease-free groans, hypocritical remarks and fabricated content. In this regard, Netease Cloud Music immediately launched the "Yuncun Criticism Healing Plan", which will invite psychologists and 10,000 psychological professional volunteers to join the "Yuncun Healing Center", which is initiated by the "Yuncun Music Critic Group" composed of 10,000 music critics Music review solicits competitions, and at the same time upgrades the "Yuncun Convention" to control false and fabricated content. Experts point out that it is essential for online music platforms to create uniqueness, but the key is to have high-quality content as the basis. If the content lacks gold content and is not managed, not only will it not be recognized by the market and users, but it will also have a negative impact on its own brand. influences.
Catch a short video transmission train
Some musicians complained: "Original music is difficult to make nowadays. My own songs are covered by Douyin and Kuaishou, but everyone does not know that I created them." Since the beginning of this year, various music platforms have joined forces with Douyin and Kuaishou. Cooperation in copyright, publicity and distribution, etc., to jointly create a "music + short video" content ecology, and promote excellent musicians to the public. The cooperation between short videos and music platforms can, to a certain extent, safeguard the interests of original musicians and resolve music copyright disputes on short videos.
When music meets short video, it's like getting on the express train. Douyin has launched the "Guofeng Original Project" to establish an interest community with Guofeng music as the theme, attracting users to participate in the creation of short music videos. Through the use of traditional cultural elements such as Hanfu, dance, calligraphy, and calligraphy, ancient music is used to set off short stories. The atmosphere of the video playback scene. After the launch of this series of videos, the audience resonated with emotions, with more than 1.2 billion views. It is reported that 9.4% of the BGM (background music) in the Douyin short video is also from the original. Songs such as "Youth", "Paper Short Love" and "Seaweed Dance" are also widely spread through short videos.
Experts pointed out that short videos have a higher efficiency of music publicity than traditional channels. The fast-paced and fission propagation characteristics of short videos make music more obvious. "Taking good use of the short video platform can bring a huge impetus to the current music industry and open up new market space for musicians."
Li Xueqin