The lack of industry hardware, plus TME’s own music copyright and communication genes, gives you the opportunity to build a credibility list and influence platform from your music list and your database.
The commercialization of the Chinese music scene, in addition to high-quality singers, is also inseparable from the fiduciary list of the radiation industry.
On August 5th, TME (Tencent Music Entertainment Group) released the quarterly report of the Chinese music band in the Q2 quarter of 2019 from your music list and your database (YO! DATA), which was released since the platform was launched. The third comprehensive industry interpretation report. Regardless of the comprehensive nature of the “by your index” or the depth of content coverage for the music industry, the content of the previous two quarters has increased by a level .
The digital music industry is one of the core links connecting the pan-entertainment eco-chain, and the film industry and the short-video industry are mutually integrated and affect each other. But compared to the film industry, [cat’s eye] with hand-held ticketing data and user behavior can be fed back through ticketing data and user preferences. Leading players such as upstream issuers in the industry influence their decision-making behaviors. The domestic digital music industry lacks such music lists or music data that can feedback user preferences and highlight industry trends.
ExactlyBased on the lack of hardware in this industry, plus TME’s own music copyright and gene, giving you a reputation list and influence from your music list and your database. Platform opportunities.
The front end of the “database” – the incremental value of the digital music industry
Compared with the digital music industry, we first analyze the importance of the open data platform from the cat eyes of the digital traditional film and television change line industry.
In the traditional context of the film and television industry, including film creative development, project independent financing, film announcements and derivative value development, most of them are based on the information sensitivity of practitioners and the experience of traditional industry chains. operating. With the participation of ticketing platforms such as cat eyes and Taobao tickets, the industry chain of the film and television industry has been flattened, and the data of each decision-making reference has been participated by the viewers.
VideoPaging rate, attendance rate,box office ratio and other data, so that the cat eye and other ticketing platforms have the ability to influence the upstream companies such as the film company’s production and distribution party’s propaganda strategy, extending upstream and also Promoted cooperation with film producers and theaters, etc., helping domestic films continue to achieve new heights at the box office and word of mouth.
AndThe digital music market is equally demanding for data value.
There are a wide range of publicly recognized lists such as the United States bulletin board “Billboard” and the UK “UK list”. But The Chinese music scene has not appeared in the list of credibility. On the one hand, this is due to language differences and the influence of songs and the outside world, on the other hand, making credible lists and databasesrequires that the platform itself has copyrighted albums. , sales, radio and selection rules and other data.
The attribution of music copyright Although there is a T8 effect represented by TME, there are still some living space in the long tail enterprise, which is one of the core differences between the music industry and the film industry. Video and TV series The rumor is for all downstream participants, there is no copyright dispersion problem, the data collected by the ticketing platform like Cat Eye is the whole network data, the music industry can only rely on the platform’s own copyright music Collect multidimensional data.
By the music list and your database, I have integrated TME’s four digital music platforms. The digital music platform, whether QQ music, has the ability to combine the strategy of the platform before the release of the song, or the K-song of the whole people. The power and vocality that can be monitored during the later stages of the song can be covered.
According to Questmobile data, by the end of 2018, the MAU of Cool Dog Music, QQ Music, and Cool Music reached 258 million, 182 million, and 132 million, respectively, ranking on all digital music platforms. The first three, DAU data is equally gratifying. TME Group relies on MAU total of more than 800 million people and music copyright advantages, in the list production and data screening classification can be credible and completely objective, by your music list and by your database Rely on multi-dimensional data and industry sensitivityHave an innate advantage.
Interacting the pan-cultural industry, Q2 quarter music industry wind vane interpretation
Based on your music list based on QQ music, cool music, cool dog music and national K songs, songs, collections, album sales and other data, through the multiple music index objectively measure the song sung and the singer credibility. From your database, you can not only combine these four types of digital music platforms, but also include other micro-music platforms such as Weibo music and micro-vision, and interpret the new trend of the music from the content of the report itself.
1. The index highlights quarterly trends, and rock music and national styles reverse the upstream industry
“National style, big-name gathering, OST, youth graduation season” is the core keyword mentioned in the Q2 quarterly report trend review. These contents all highlight the keywords of this summer, compared with the previous years. There are overlaps and differences.
Compared with the quarterly report of Q1 in 2019, the old-fashioned singer including Liang Jingru and Luo Zhixiang re-released the album after many years, in the context of the re-iteration of the digital music industry, independent musicians and Record companies are returning to the mainstream market through new works and regaining the favor of the audience.
With the development of independent music and the platform’s attempt to niche music, the vertical style of the song has become more and more uniform.
Rock music With the hit of “The Summer of the Band”, the Q2 ushered in a renaissance. The rock bands that once performed only at Livehouse and the music festival suddenly appeared in the studio lighting that was heavily invested. Underneath, although they are not loyal fans of underground rock music, their music can still bring pure enjoyment to different groups of people with different preferences. The number of rock songs on your music list has increased by 27%.
The national wind music has also maintained the same popularity as Q1 with the summer news of “Chen Qing”. The highest-selling OST digital album on the TME platform is the “Crystal State” issued by Xinyi Media. Wind Music Album. While the OST album of “Chen Qing Ling” ushered in a new high in history, it also promoted the online hot broadcast of the series in reverse, reaching a score of 100 million in a single day for two consecutive weeks.
According to the Q2 quarterly report from your music list and your database, the number of songs in the non-popular category is up, the rock and hip-hop style music has increased by more than 4% year-on-year, national music and EDM It also maintains a ratio of more than 20%.
It can be seen that in the Q2 quarter, where the variety of music and music styles are changing, the public’s preference for music has shown a uniform distribution. Rock (27%) and national wind (27%) will continue to be strong in the summer. The momentum is impacting the Chinese music scene.
2. The rise of “industry linkage” and the new perspective of the music industry chain
The four directions of the Q2 quarterly report: “He” economy, online drama/TV series OST, independent music and cross-industry cooperation represent the industry’s vane of this quarter, both upstream and downstream of the radiation industry chain. It also revitalized the linkage with the surrounding industries.
Combined with the male sports culture community, the “Big Bowl Wide Face” produced by Tiger Fighting has been excellent in musicality and topicality. The spread index reached 91.78, which is achieved by your index. 92.52. After the males gradually get recognition from women such as sports, e-sports, games, etc., the music products affiliated with the “he” economy become a good social currency, as a circle communication medium, breaking the gender circle. Barriers.
Such a broken attribute of the song extends to the industrial linkage form of music and sports.
Ten Sports’ self-made sports x music section “Basketball Big Record” is a program that draws folk lyrics and stories, and the star producers complete the music works and help the basketball World Cup. In the sports industry dominated by male users, through the path from the outside to the inside to achieve the broken circle effect, linkage with the content styles popular among users of the Pan Sports Circle, open the public’s awareness of the first time the basketball World Cup settled in China.
The songs created by
have also been well recognized by fans and the public, and passed through the blue ocean of sports based on the straight male economy.The form of industrial linkage has promoted the sense of participation and harvest of female users in the linkage process.
If the industry linkage breaks the circle between users, then the drama/TV drama OST explosion brings inspiration to the upstream of the industry chain.
After the film Spring Festival, the film summer file is coming. The TV series OST has risen in quality and quantity. The number of TV dramas on the list has increased by 13% from the previous month to 75%, and the quality has increased by 20%. The highest score of the Top3 TV series OST is maintained at 89 points or more by your index.
Social, music, and film have formed a mutually reinforcing path of communication. Music is no longer just a “companion” attribute, which is obtained in film and television dramas. The original sound music can bring the audience a short picture and corresponding emotions. Compared with other attributes of the music, OST is closely related to the plot, the style of the singer should be matched with the original style to bring the explosion.
Compared with the movie OST, the announcement cycle and timeliness are slightly different, and the TV show OST has a higher exposure time and longer timeline. The overall soundtrack and film and television music are interspersed with the plot in a long series of episodes. The summer edition of “Chen Qingling” is a worthwhile result for both production companies and record companies.
Compared with the TV drama OST, variety shows have a more direct and broader effect on song sung and communication.
The video industry’s pursuit of traffic has forced the level of self-made variety to continue to improve. The Summer of the Band is the most obvious example. The wave of indie music has promoted the performance value and cooperation invitation of the participating bands. The upstream contracting companies and performance organizers have obtained the most direct benefits, regardless of the music producer or music distributor. A lot of gains.
Although the cross-industry cooperation is a new topic added in this report, as a database and list inside and outside the radiation industry, what you do in your database and by your music list itself is its own influence. Strengthen cooperation and linkage between different industries. This time, mainly to help brand marketing as a typical case, shared the different ways of playing in the cross-border marketing and music elements.
The report shows the food industry’s favorite cross-border music. From 2017 to the present, the number of 30 publicity songs is ranked first, and the one-month play index is also displayed as a wine brand promotion song. The “I Manage You” is still a popular song for users after two years of launch.
Music in brand marketing is based on the common four types of gameplay: music becomes the core genre of specific genre binding, music elements as linkage products to innovate, and the fan economy stimulates consumer participation, and Top music IP is combined. The marketing gameplay also relies on the characteristics of different brands. For example, advertisers in the food and automotive industries can meet the fresh hobbies of young people through innovative forms, and enhance their sense of well-being and attention through music.
The basic value of the music industry has become the industry ties
Comprehensively, after you have mastered the basic values of the upstream and downstream of the vertical industry chain in your music list and your database, you have further expanded the cooperative interpretation of the derivative industry, and radiated the core with the song index and other data. Layer, associated digital platform and extended platform data linkage peripheral industries.
China Digital Music Industry Chain in 2019; Source: iResearch Consulting
For the music industry participants at the core level, with independent musicians as an example, with the popularity of online singers such as the modern brothers, singers of online music autonomously replaced traditional stars. In the exploration mode and the selection of artists in the draft mode, the user himself can also complete the creation and publication of the works by participating in the “musician plan” initiated by the platform.
The interpretation of your music list and your database’s list and data reports can be based on the user’s music style preferences and the trend of the music trend, giving independent musicians the space to create and the direction of thinking, further driving music studios, songs The author’s sensitivity to different quarters of music preferences, entrusted downstream companies to authorize copyrightSale and content distribution.
For the derivative industry of the expansion layer, analyze the value generated by related industries and music data in the form of linked data using digital music platform and extended data platform. Partners such as Sina Weibo, Cat’s Eye Pro, Nelson and other network linking all the data of the report, “to you” before and after the data monitoring through songs issuance strategy in conjunction with the declared fat sports, film and television industry, narrowing from public users Preference for different music styles, with product-linked brand strategy to bring more business value to music.
After filling the vacancy of the commercial value of the song list, further establishing the influence of the list and perfecting the database selection mechanism has become the next stage for your music list and your database needs to move forward. Accessing more external pan-music data platforms, improving efficiency in the linkage industry system and providing more direct services in an innovative way can bring more imagination to “by you”.
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