There is no reason not to expect it to spark with the music.
Editor’s note: This article is from WeChat public account “New Music Industry Watch” (ID :takoff), the author is clear.
When referring to station B, the first reaction in the public opinion field may be “secondary”, possibly “anime”, possibly “barrage” or “Z generation”, but it may not be “music”.
However, as long as you carefully study the B station, we will find that the B station is becoming the de facto “music explosion manufacturing machine”: “Ordinary DISCO”, “Song of Neuropathy”, “Reform Spring Breeze”, etc. The original divine song of B station frequently broke into the mainstream music field and became a hot topic.
B station stirs music rivers and lakes
In many people’s cognitive perceptions, station B is always tightly bound to the secondary meta tag. However, after ten years of development and change, Station B gradually changed from a small circle focusing on ACG culture to a “melting pot” with 15 content zones and more than 7,000 cultural circles.
“B station is already one of the largest music creation platforms in China,” said Li Wei, vice chairman of the B station and COO, who now has 1,000 original and homemade music output per month.
B-station This kind of music video media is not an isolated case in the music market. In recent years, short video platforms such as vibrating and fast-handed have created more and more “pop songs”. In the current popularity of smart phones and mobile Internet, the scenes of users consuming music have migrated, making the platform of “listening” music gradually turn to visualization. At the same time, the long and short video platform is also an important channel for music to reach users.
In order to compete for the users who love to consume music videos, each platform has added the music market to supplement the “ammunition” for their own music content. Recently, the B station has successively launched the “bilibili Music Star Program” and the “Music UP Master Training Program” to provide attractive conditions such as traffic support and cash incentives, and try to split the music market again.
“Smell-sounding” musicians have long noticed the new trend of music vision, began to choose wood, and use the power of emerging channels to achieve songs and fan operations. There are a lot of mainstream musicians who have chosen the B station. Recently, Hu Yanbin and the gems Gem, Hu Haiquan, Lang Lang and other musicians who have been blazing for the “Wolf Disco” have joined the B station.
B station’s unique music gene: focus on people
B station and music, the combination of the two seems unexpected, but in a reasonable way to express “sparks”, in fact, fully benefit from the B station’s own product genes.
One contrast is that although short video fragmentation can spread some music, it is often in the form of background music in the content system built by the short video platform. The music used by these short video platforms for “instinct” was finally used as a “tool” to facilitate mass-formed content distribution.
This directly leads to the musical aesthetic of the song being transferred to the flow logic, whether it is a clip or a second creation.It is all about the dissemination of services, let alone the music creators themselves rarely get the attention that matches the flow of their music works. The so-called “song red is not red” has become the norm of the “music assembly line” that was born on the short video platform.
The product form of Station B is more focused on people. Chen Rui, Chairman and CEO of Station B, pointed out in an interview with the media that the B-station algorithm is optimized for users’ attention. The content is created by UP, the content attracts fans, and the fans encourage UP. The core of the platform is the creator.
Users can pay more attention to the creator and his music itself at Station B. With video communication, in conjunction with the B-station barrage, music is not just as simple as “listening” to the rhythm of the rhythm. It becomes a complex “complex” – the main personal charm of UP, the characteristics of video production, the story setting, and the bomb Curtain comments, creative backgrounds, and even two creations are all part of “music,” which objectively enriches the creative tools available to music UP owners.
Professional musicians can use this to convey any music content, even if it is just a piece of inspiration, it can enhance the emotional interaction with fans; or it can be widely spread through the secondary creation mechanism of B station.
For example, a song “Wolf Disco”, There are thousands of interpretations in the B station, and there are more than 30 videos with a million hits, of which Sun Honglei has a volume of 7.16 million. The video is forwarded through Sun Weilei and other microblogs, and spontaneously forms a social communication.
Music lovers can no longer stick to the length of the video and form restrictions, complete the music creation: a calculator, a steel ruler, a whistle, or even a toy “screaming chicken” Can become the protagonist, music lovers themselves have found a path to self-realization.
As the music UP main Dai Dai describes the music form of the B station, “the grotesque, the strange, the skeleton is strange.” Although “odd”, it does not lose creativity and musicality.
“Promised Land”
With the disappearance of the China Mobile Internet demographic dividend, the user’s long-term dividends and the new normality of the Internet to the stock market, QuestMobile’s fall report shows that active users have only increased by 2 million since 2019, and the per-person time is long. Only 18 minutes added. Internet companies have long opened up the model to find the user side, sinking the market to explore incremental space.
For the music platform, this means that not only the right hand has to compete with the peers for traffic, but also has to vacate the left hand and short video, games and other users for a limited period of use. The competition in the music market environment has intensified, and it has become a risk that the “porridge” that is handed down may become less, and the music of the platform head is solidified, and the path of the newcomer is becoming more and more blurred.
In such a background environment, it is rare for the active users and duration of the B-station community to maintain a certain increase. In Q2 in 2019, the number of monthly users of station B increased by 30% to 110 million, and the usage time was as high as 78 minutes. Especially in the music district, the total interactive video of the B station music area exceeded 2 billion times this year, and the number of barrage screens exceeded 38 million. While maintaining high interaction, the demand for music content consumption is still growing at a 44% year-on-year growth rate.
For musicians and music lovers, the B-station bonus means there is still a chance to change. Based on the creator-centered community operation logic, even if it is “new”, it can get enough attention on the content-based scale. And the community’s benign interactive atmosphere will re-create high-quality content for positively motivating creators.
00 After the UP main “Morocco Major” relies on an original symphony arranger “Heart”, complete the cold start of the fans in a short time, is the tip of the iceberg of many similar cases.
Before September, “Mr. MajorC” was just an ordinary player in the B-station game area. The occasional recorded gameplay did not bring him a lot of attention. Then he turned to the music district to release a high-quality original music video, which quickly drunk more than 70,000 and video playback exceeded 3.55 million. Around the comments and barrage of the video, there are appreciation, encouragement, interpretation, stories, and pertinent professional advice. The UP owners responded one by one. He himself successfully completed the transformation from the game UP master to the music UP master.