There is a bit of heat, a bit of light.
Editor’s note: This article is from the WeChat public account “New Music Industry Observation” (ID: takoff) author: Chen by one thousand.
18 years ago, a female netizen spent some money to save a set of sound cards and microphones, recorded some songs at home, and posted them on the Internet. Then, her cover songs became popular, so everyone knew about her Internet Name, Xiangxiang.
18 years later, a male netizen also spent some money to save a sound card and microphone, recorded a song at home, and uploaded it to the Internet. However, it hasn’t been popular until now, so only a thousand people know him. Screen name, Chen million.
Chen Baiwan denied that he had listened to Xiangxiang’s song. He was listening to Eminem when he said Xiangxiang. However, the Internet does not believe in the “contempt chain”, the Internet only believes in “big data”.
The Xiangxiang version of “Song of the Pig” has been downloaded hundreds of thousands a day. The album was once the runner-up on iTunes, and the money earned made her rank 40th in the 2006 “Forbes China Celebrity List 100”. And Chen Baiwan is still a veritable Diaos.
On this, Yiqian has his own opinion, and Yiqian believes that, in a sense, there is no essential difference between Chen Baiwan and Xiangxiang. They are all users on the Internet, and they are all using themselves. The ways to produce content for the Internet are:
UGC.
What is UGC? It is User Generated Content, user-generated content.
Why can users produce content? From the internet.
Since the Internet, DIY (Do it yourself), which was popularized by punk in the 1970s, has been carried forward.
Make your own website, open your own online shop, develop your own software, and produce your own content.
Someone DIYed a website for others to DIY on their own website. Since then, there is no difficult business to do. His name is Jack Ma.
Someone DIYed some music production software. From now on, there is no difficult music to make. This is DAW, Digital Audio Workstation, and Digital Audio Workstation.
DAW is getting better and better, and there are more and more DIY musicians, so there is a platform for everyone to publish DIY music. In the past, there were 163888 (decibel network), 5sing, gatehouse, Douban Musician, Xiami Music people, nowadays, the most popular ones are Netease Musicians and Tencent Musicians. We are now collectively referred to as: p>
Musician service.
At the end of DIY, the most depressed is the record company. Everyone DIYs and uploads the songs to the Internet. No one listens to it.Buying a sing film, and listening to the songs online, so the traditional recording industry declined.
The quality of DIY songs is generally not as good as the professional production of record companies. But it can’t stand it, people love to listen. After all, the development direction of the Internet has always been only one way:
Sink.
Where did it sink? Sink there to the majority of the people. Most of them may never have bought a record, but because of the Internet, they can get spiritual enjoyment in the most convenient way.
Many years ago, there was a media report that made Chen Wanwan’s memory still fresh: as night fell, the busy day of migrant workers, some people leaned at the door of the workshop in a daze, and some people lay in bed and fiddled with their mobile phones. The only way to entertain is to turn on the phone, Listen to the song.
What song do you listen to? It may be “That Night”.
Furthermore, we have to admit that listening to music is more emotional. Whether it sounds good or not depends on the skill level, but on the personal aesthetics. Although Xinzi insists:
Is the song getting lower and lower? Thousands don’t count, but over the years, everyone has become more and more nostalgic for the fact that the era of the traditional recording industry is visible to the naked eye—on the Internet, some people from a hillside come out to post memories In 2004, the age of fairy fights.
However, there were both gods fighting in 2004, which was also the “first year of online songs.”
Internet songs are the product of DIY. In 2003, a male college student in Beijing created a song and published it on the Internet. In 2004, it became so popular that it was “Song of Pigs.” In 2004, a male college student in Shandong recorded a song at home. So he recommended himself to the record company, and kept the door closed. It was simply posted on the Internet for everyone to listen to, and it was too popular. This is “Lilac”.
I have to mention “Rice Loves Rice”. Although this song was not originally sung by Yang Chengang, 300 of Yang Chengang’s own songs were also posted online.
Once the Pandora’s Box was opened, it was out of control.
Two years later, a male college student in Anhui was bullied by the platform because of his dissatisfaction. He DIY a song called “Don’t Bite Me” and posted it on the Internet. Later, we all learned about it. His name was Xu Song.
by againBlog, WeChat, and Douyin and Kaishou, the song is posted on the Internet, if the song is good, the fire is an instant Things.
Anyway, in the Internet era, any new model or new medium will create new communication channels. At the end of the channel, there is an increasingly large user group, all of which export music to a huge population that cannot be reached by traditional media. The final result depends on the greatest common divisor of audience interest.
Moreover, with the continuous improvement of the algorithm, the common divisor is getting better and better, and the user feeding is more and more accurate.
This is not a trend, it is a reality. On the one hand, the production and dissemination of music has never been more populous. On the other hand, the productivity of the populace is getting stronger. More importantly, compared with specialized production, civilian production, natural grounding, is true——
From the masses, to the masses.
So, Yiqian believes that the influence of UGC on the development of the music industry will only grow stronger in the future.
As for content quality, Yiqian thinks it will get better and better. The quality of each generation is improving, and productivity tools are constantly improving, which will eventually bring content competition into a more intense stage and stimulate the continuous improvement of content quality. This requires a process.
At least, now everyone doesn’t care about the number of holes in the pig’s nose anymore. The dragon and rainbow are drawn instead.
Two days ago, Yiqian saw a friend’s Moments by chance. He said that he had listened to a music composed by a musician in 1998, and he couldn’t help feeling that today’s young people are so amazing.
Yiqian also thinks that young people nowadays are very powerful, and there is no doubt that they will eventually bring us surprises. For example, the album I’ve been listening to recently, Ice Paper’s “Han Mu Jushi” is quite good. And, look at the list behind the scenes, really DIY! Some netizens commented:
Seeing the flesh! (Talent visible to the naked eye)
As for Chen Wanwan, he knows how many catties he is, and he is even a little worried that his unprofessionalism has once again lowered the average level of online songs, but he also remembers that Mr. Lu Xun once said this:
One point of heat, one point of light.