The breaking road for new sound musicians.
Editor’s note: This article comes from WeChat public account “Cultural and Commercial Observation” (ID: wenyushangyeguancha) a>, author Yuan Mu.
“I have Taijiquan in my left hand and stabbed in front of my right hand.”
Following the “Wild Wolf disco”, the major platforms have been swiped by the original musician “Don’t Buy Food” these days. Although the rhythm is not as good as the former, the tone of the lyrics is similar to “Draw a dragon with me on the left and a rainbow on your right”.
QQ music currently occupies the top 10 most searched songs. In addition to Jay Chou and Kun Ling’s latest movie promo, popular star new songs, and variety propaganda songs, almost half of the works are from grass roots. Musicians, it is enough to see how much the platform pays attention to grassroots musicians today.
Compared with the film and television industry where head stars are worried about filming, the music industry always has new works and newcomers out of the circle, plus the support rules of the platform, there are more channels and opportunities for musicians’ works to be exposed. .
However, Xiao Hong depends on her talents and Da Hong depends on her talents. She wants to stand out among the musicians. In addition to her luck, she still has to rely on the talents and diligence of the musicians.
Talent is 1, Support is the last 0
For musicians, 2019 is also a year full of expectations.
This year’s overall cultural industry is not a boom, but it has also broken a lot of new faces in music, especially for grassroots musicians. A song can be on the charts for a few days. Even becoming famous overnight is easier than ever.
And in this year, many platforms have tried a lot. For example, at the end of 2019, Tencent Music Entertainment Group launched the “S Manufacturing” program on the first anniversary of its listing, to provide platform musicians with more traffic help, or “S Manufacturing” can be understood as a fine version of support. Musicians also need to be selected for support.
Nicuibo pushes different styles of music works more precisely to the corresponding potential target users, such as those that have been on fire on various platforms recently.The song “Girls on the Bridge”, this is a new song from the QQ Music Open Platform. The number of broadcasts in the week exceeded 100 million. It was also heated to the vibrato fast, and was covered by more people. Swipe new songs.
Helen, the girl behind “Bridge on the Bridge”, stands out by using the “Winter Love Song” music collection activity launched by the QQ Music Open Platform. Helen wasn’t very famous before participating in the event, because the lyrics of the song were simple, and the melody was simple. From the music platform fire to the short video, it caused many music big V imitations, and also felt the feeling of being famous overnight.
This is a typical example of Tencent Music’s support for creators. Similar cases on Netease Cloud Music and Sami Music are not rare, and other platforms are continuing to increase their efforts, either on the existing basis. Continue to deepen, or improve welfare in the competition for musicians.
For example, the NetEase cloud music support plan “Stone Plan” and “Cloud Ladder Plan”, etc., original musicians have also entered the 100,000 camp, and there are also more detailed directions for support. The data such as the amount of likes are clear at a glance in the background, and the traffic support can be more clear.
Cool Dog Music also recently announced the launch of the Star Trek program, which will attract more independent musicians to settle in Cool Dog through centralized resource promotion and customized training programs. From January 1, 2020, it will also open a reward of 100 million yuan. ‘S reward policy, the number of musicians who signed exclusive songs in ordering singles, advertising, and membership is increased to 100%.
B station has also recently marched towards the musician group. For the talented up performers, it has launched “Music Star Program” and “National Music Up Up Master” to support the up up master.
To sum up, behind each platform ’s launch of support plans, they are also considering the different tones of each platform.
For example, the purpose of launching support programs for Sami Music and Netease Cloud Music is more to compensate for copyright and to tap talent; Station B is to build platform specialization from 0 to 1.Belongs to the music content system; Tencent Music, which has the largest number of music copyrights, launches a musician support plan to improve the accuracy and efficiency of support, improve the support mechanism, and stimulate platform traffic growth.
Each platform also maintains a similar idea, that is, there is traffic support and directional exposure based on solicitation activities online, and offline there are music festivals, performances, live competitions and other activities to allow musicians to obtain live performance More exposure opportunities.
The commonality supported by the platform is that the musician or one of his works must first have a certain fame and get public resonance. Under this premise, the platform will decide based on the popularity of the work and singers on the platform. The corresponding support strength and exposure opportunities later.
Post-95 musicians “ride the waves”
Iresearch has shown that compared to post-80s and post-90s, they prefer to focus on a music platform, and post-00 audiences are more open to the music platform, and they are more open to different types of music. More welcome than resistance.
Second, the concept of paying for music is more accessible. Relevant data shows that paid music users are mainly concentrated in the young elite and highly educated workplace elite users, accounting for 68.6% under the age of 30, which is also an opportunity for independent musicians.
This congenital age feature advantage can make it easier for post-00 musicians to integrate into the platform ecology. The post-00 musicians’ style is also basically pop elements, such as Urban, EDM, ACG, and national music. The style combined with fashion also better caters to the psychological needs of young listeners.
On the other hand, the number of music channels exposed after 00 has been increasing. With the rise of short videos today, it is like the low-profile MV of the year. Compared with previous musicians who only like to send works, musicians choose to use the platform. Appearance at the same time, also brought a chance for fame for the amateur. Appearance is also becoming more and more famous among post-00s musicians. QQ Music and NetEase Cloud Music also have corresponding live or short video entrances. The combination of music and short videos also makes it easier to break the problem of “songs are not red”.
From the perspective of the creator, the platform also shows concern and attention to young musicians. For example, QQ Music has proposed to focus on Generation Z, that is, people born in 1990-2009, through 500 college alliances, and the selection of campus ambassadors, campus singer contests and other activities, has not stopped mining young talents on campus;Yi Yun Music also mentioned in a recent musician report that post-95s accounted for 39.9% of 100,000 Netease musicians, followed by 20.4% after 00, and the two accounted for more than 60%.
For example, the post-00s musician Chen Xuening, who has 2.584 million followers on Netease Cloud Music, has received critical acclaim for his original works “Green”, “Your pub snores me”, and “No one hurts me.” The original works of the heart, on Netease cloud music with strong social attributes, have also received more than 10,000 reviews, which has received a lot of resonance. With the support of the platform, Chen Xuening also had more than ten offline performances, and she has already crossed the threshold from being an internet celebrity to an “orthodox” singer.
The trend of younger songs is obvious, and fans are more adapted to the platform’s traffic competition rules. Well-known events such as this year’s “Cai Xukun and Jay Chou’s Charts” also prove that young fans have made their own idols really strong. In last year’s list of Tencent musicians’ original list, the post-00 original musician Xu Binglong ranked first Since then, high-profile musicians like Cheng Mingjing, Kang Pan and Kong Huiyi have also appeared.
Even though the popularity is gradually increasing, a group of young grassroots musicians seems to be in a inherently disadvantaged position compared to traditional singers supported by professional record companies: whether it is song production, video content or song sound quality The same magnitude.
Even if the fire like “Wild Wolf disco” shoots an exquisite MV that looks extremely costly, not all explosive songs can have this treatment. Chen Xuening, Ah Hong, Gui Gui and other musicians upload platforms The videos of the works are currently rough, and most of them are just grounded live broadcast scenes. There is no more professional shooting style.
But with the removal of the production filter, the power of lyrics and melody can also be more prominent. Recently, more popular songs such as “Your Answer”, “That Girl Tells Me”, “Several Years” and other plain songs, They all describe life and reality in the mindset of little people, and they have also received a lot of popularity on the platform. There are many young and original musicians who have praised and praised the songs. They will be the next Li Ronghao or Jay Chou.
Musician snatch battle, The fire is getting more and more hot
The music industry has always been the top priority of the content industry. In recent years, no matter whether it is music copyright or musicians, short video platforms led by vibrato fast hands are not to be outdone.
Although the cover of Douyin Express is still mostly covered, in the past it was a phenomenon: most of the original works of the new sound generation were released on the music platform, and the short video platform realized the possibility of further enriching the singing form, but On the whole, there are not many original masterpieces of Douyin, and the length of the video is limited. Most singers still stay at the level of shouting and interacting with fans. This is also a point that the platform has been criticized for not being professional.
However, as Douyin Kuai attaches great importance to music, the number of original musicians on the platform has gradually increased and even out of the circle. Some people who have been focusing on cover music in the past have also increased the proportion of original works. For example, “Chengjiajia”, “Li Minglin” and other musicians will also upload their original works from time to time, even if it is a joke. Many participate in the platform’s solicitation activities and contest PKs to get more attention from potential users, and also bring a lot of traffic to the platform itself.
In fact, Douyin Kuaishou also has a say in the distribution of traffic to musicians’ works. After all, these two platforms are famous for traffic and distribution.
Douyin officially launched the “Seeing Music Project” at the beginning of the year. Through the participation of six well-known “Seeing Music Dreaming Officers” and resource support, it will help original musicians to promote new works. For musicians, not only can the work be obtained Exposure traffic, and the opportunity to work with top record companies and music agencies like Modern Sky and Taihe Music.
In the second half of this year, Kuaishou launched Yinyuetai and the corresponding traffic exposure support plan. The latter provides exclusive music labels and new song recommendations for head musicians who have played more than billions of songs a day. , List exposure, fan headlines, and short video traffic exposure.
Of course, at present, the fast vibrato is still in the start-up stage. The copyright of works, the number of originals, or the number of musicians stationed are not as good as the vertical music platform, but the advantage of the platform is that the traffic is large and the number of potential fans is wide. The order of magnitude is basically higher than that of traditional music platforms.
Not long ago, Kuaishou and Tencent Music Entertainment’s four major music platforms joined hands to make up for each other’s shortcomings. The short video platform can provide more visual scenes for songs, and the music platform can also make musicians’ works. Further promote the multi-level transmission of Douyin Fast.
But for musicians, it’s probably not enough to just live on one platform. For example, the musician Helen, after getting angry with QQ Music through “Girls by the Bridge”, registered her account in Douyin in time. At present, there are about 20,000 followers, and the earlier Quick Account also has 389,000 followers. There are only a few thousands of fans on the platform account, and the cumulative total is not as much on the Douyin Express account.
Another example is Hu 66, the first artist and singer of Kugou’s “Star Trek Project”. Now, he has represented Kugou Music as a critic of Jiangsu Satellite TV’s “Inner Wave Partners”, and also a variety show and web drama. Singing episodes will be released on multiple platforms as soon as the new work is released, achieving further laps.
As the ecology between the platforms becomes more and more open, any type of music can find a corresponding audience on the platform, and the way musicians enter the circle is becoming more and more diverse. However, even if there are more support policies given by the platforms, musicians should rationally choose their own development path according to the nature of their works.
Iresearch has shown that compared to post-80s and post-90s, they prefer to focus on a music platform, and post-00 audiences are more open to the music platform, and they are more open to different types of music. More welcome than resistance.
Second, the concept of paying for music is more accessible. Relevant data shows that paid music users are mainly concentrated in the young elite and highly educated workplace elite users, accounting for 68.6% under the age of 30, which is also an opportunity for independent musicians.
This congenital age feature advantage can make it easier for post-00 musicians to integrate into the platform ecology. The post-00 musicians’ style is also basically pop elements, such as Urban, EDM, ACG, and national music. The style combined with fashion also better caters to the psychological needs of young listeners.
On the other hand, the number of music channels exposed after 00 has been increasing. With the rise of short videos today, it is like the low-profile MV of the year. Compared with previous musicians who only like to send works, musicians choose to use the platform. Appearance at the same time, also brought a chance for fame for the amateur. Appearance is also becoming more and more famous among post-00s musicians. QQ Music and NetEase Cloud Music also have corresponding live or short video entrances. The combination of music and short videos also makes it easier to break the problem of “songs are not red”.
From the perspective of the creator, the platform also shows concern and attention to young musicians. For example, QQ Music has proposed to focus on Generation Z, that is, people born in 1990-2009, through 500 college alliances, and the selection of campus ambassadors, campus singer contests and other activities, has not stopped mining young talents on campus;Yi Yun Music also mentioned in a recent musician report that post-95s accounted for 39.9% of 100,000 Netease musicians, followed by 20.4% after 00, and the two accounted for more than 60%.
For example, the post-00s musician Chen Xuening, who has 2.584 million followers on Netease Cloud Music, has received critical acclaim for his original works “Green”, “Your pub snores me”, and “No one hurts me.” The original works of the heart, on Netease cloud music with strong social attributes, have also received more than 10,000 reviews, which has received a lot of resonance. With the support of the platform, Chen Xuening also had more than ten offline performances, and she has already crossed the threshold from being an internet celebrity to an “orthodox” singer.
The trend of younger songs is obvious, and fans are more adapted to the platform’s traffic competition rules. Well-known events such as this year’s “Cai Xukun and Jay Chou’s Charts” also prove that young fans have made their own idols really strong. In last year’s list of Tencent musicians’ original list, the post-00 original musician Xu Binglong ranked first Since then, high-profile musicians like Cheng Mingjing, Kang Pan and Kong Huiyi have also appeared.
Even though the popularity is gradually increasing, a group of young grassroots musicians seems to be in a inherently disadvantaged position compared to traditional singers supported by professional record companies: whether it is song production, video content or song sound quality The same magnitude.
Even if the fire like “Wild Wolf disco” shoots an exquisite MV that looks extremely costly, not all explosive songs can have this treatment. Chen Xuening, Ah Hong, Gui Gui and other musicians upload platforms The videos of the works are currently rough, and most of them are just grounded live broadcast scenes. There is no more professional shooting style.
But with the removal of the production filter, the power of lyrics and melody can also be more prominent. Recently, more popular songs such as “Your Answer”, “That Girl Tells Me”, “Several Years” and other plain songs, They all describe life and reality in the mindset of little people, and they have also received a lot of popularity on the platform. There are many young and original musicians who have praised and praised the songs. They will be the next Li Ronghao or Jay Chou.
Musician snatch battle, The fire is getting more and more hot
The music industry has always been the top priority of the content industry. In recent years, no matter whether it is music copyright or musicians, short video platforms led by vibrato fast hands are not to be outdone.
Although the cover of Douyin Express is still mostly covered, in the past it was a phenomenon: most of the original works of the new sound generation were released on the music platform, and the short video platform realized the possibility of further enriching the singing form, but On the whole, there are not many original masterpieces of Douyin, and the length of the video is limited. Most singers still stay at the level of shouting and interacting with fans. This is also a point that the platform has been criticized for not being professional.
However, as Douyin Kuai attaches great importance to music, the number of original musicians on the platform has gradually increased and even out of the circle. Some people who have been focusing on cover music in the past have also increased the proportion of original works. For example, “Chengjiajia”, “Li Minglin” and other musicians will also upload their original works from time to time, even if it is a joke. Many participate in the platform’s solicitation activities and contest PKs to get more attention from potential users, and also bring a lot of traffic to the platform itself.
In fact, Douyin Kuaishou also has a say in the distribution of traffic to musicians’ works. After all, these two platforms are famous for traffic and distribution.
Douyin officially launched the “Seeing Music Project” at the beginning of the year. Through the participation of six well-known “Seeing Music Dreaming Officers” and resource support, it will help original musicians to promote new works. For musicians, not only can the work be obtained Exposure traffic, and the opportunity to work with top record companies and music agencies like Modern Sky and Taihe Music.
In the second half of this year, Kuaishou launched Yinyuetai and the corresponding traffic exposure support plan. The latter provides exclusive music labels and new song recommendations for head musicians who have played more than billions of songs a day. , List exposure, fan headlines, and short video traffic exposure.
Of course, at present, the fast vibrato is still in the start-up stage. The copyright of works, the number of originals, or the number of musicians stationed are not as good as the vertical music platform, but the advantage of the platform is that the traffic is large and the number of potential fans is wide. The order of magnitude is basically higher than that of traditional music platforms.
Not long ago, Kuaishou and Tencent Music Entertainment’s four major music platforms joined hands to make up for each other’s shortcomings. The short video platform can provide more visual scenes for songs, and the music platform can also make musicians’ works. Further promote the multi-level transmission of Douyin Fast.
But for musicians, it’s probably not enough to just live on one platform. For example, the musician Helen, after getting angry with QQ Music through “Girls by the Bridge”, registered her account in Douyin in time. At present, there are about 20,000 followers, and the earlier Quick Account also has 389,000 followers. There are only a few thousands of fans on the platform account, and the cumulative total is not as much on the Douyin Express account.
Another example is Hu 66, the first artist and singer of Kugou’s “Star Trek Project”. Now, he has represented Kugou Music as a critic of Jiangsu Satellite TV’s “Inner Wave Partners”, and also a variety show and web drama. Singing episodes will be released on multiple platforms as soon as the new work is released, achieving further laps.
As the ecology between the platforms becomes more and more open, any type of music can find a corresponding audience on the platform, and the way musicians enter the circle is becoming more and more diverse. However, even if there are more support policies given by the platforms, musicians should rationally choose their own development path according to the nature of their works.