虎 sniffing: From the previous radio to the current Internet, the way people listen to audio programs and channels The more diverse, but the competition is getting more intense. Among them, 蜻蜓FM has stood out and created a number of high-quality audio IPs, which will not only cooperate with Gao Xiaosong personally, but also produce “Dwarf Tight North”, “Dawn Yearbook” and a lot of interesting IP derivatives, and one by one. The unfamiliar amateurs hatch into IP for both traffic and business.

How does FM actually incubate these IPs and empower them? On December 23, Guo Liang, Vice President of 蜻蜓FM, gave a speech at the site of the 2019 “Tiger Smell FM Innovation Festival”, hoping to inspire you.

The theme of the tiger sniffing for this link is called “the wave that never disappears”, this is the name of an old movie. Perhaps many young people under the stage have not seen it. I personally worked on the radio for 20 years. After switching to the Internet audio platform, the biggest feeling is the advanced “wave”.

The advanced first layer of radio waves is reflected in: Previously traditional radio stations were strong one-way output, Internet Audio becomes a change that users can choose according to their own time, from “only me alone” to “only you are alone.”

So in this case, is the Internet audio platform not doing anything? Is it OK to just put together and arrange the programs of various needs? This is not the case. This is the second level of advanced radio waves: the platform uses the tools and operations of Internet media to empower the main broadcast.

There are 350,000 anchors on our platform. How can we help them grow and spread through the platform? ?

First, I started with Gao Xiaosong, who is most familiar with everyone. A few days ago in WeChat’s circle of friends, Gao Xiaosong’s 50-year-old birthday speech was swiped. Almost at the same time, 中国FM and his cooperation with China’s first personal audio biography program “Xiaonianjian” also ended perfectly. In this program, he was born on November 14, 1969, and he celebrated his 50th birthday on November 14, 2019. He took his personal experience from first love to music, film, and then to China is going to the world, combining all personal experiences with the experiences of the whole country and society, as well as international events, and we are going to listen to you in the form of chronicles year after year. As we said in the show, “This is the big time of everyone, this is a person’s Yearbook.”

《年年鉴》 is actually the second audio program of Gao Xiaosong and Yu, the first file is 2017. He cooperated with “Dwarf and Pointing North”. At that time, Gao Xiaosong had worked as a musician, filmmaker, talk show, and had a book, but he was the first to do audio programming with 蜻蜓FM. He was strange to audio at the time.

I was very impressed with his first live show, he was very nervous and drove us to the live room. I don’t want to listen outside, I’m locked in it, but after recording it, he said that it’s so wonderful. “I don’t want to do video programming anymore.” This is the charm of audio.

We spent four months polishing the show, and after the launch, it was fired and sold for 100,000 in the first month. single.

The Yearbook we worked with in the second year is a higher level, and now paying users It has reached nearly 190,000. More importantly, we have formed an IP-based product line through this program.


What everyone is seeing now is our visual service for this program, called Xiaonianbao. In order to better match Gao Xiaosong’s voice, let his voice take everyone through the original years, let Everyone wakes up or is immersed in memories. We put the major events, the hottest movies and novels, the trend of life styles, etc., which are involved in each year, in the form of newspapers, which are audio-coded. A very good supplement.

The memories of Xiaosong every year have caused many comments. I used to admire Netease cloud music and shrimp, and there was such a wonderful comment after each song. Now Gao Xiaosong’s Xiaonianjian is like this. At present, there are more than 50,000 high-quality reviews. When People’s Literature Publishing House wants to publish this audio IP program into a book, screening and editing these high-quality messages and stickers, it becomes a sweet and painful job.

Gao Xiaosong once said that he hopes that “Year of the Year” will lead the way, and will drive the folk yearbook to form an interesting treasure trove of memories. We read these messages and often feel pleasantly surprised and moved, so we discussed with Gao Xiaosong, in each