In addition to Dolele, “Singing Duck” also provides users with a lot of fun.
Editor’s note: This article is from WeChat public account “ Music Finance ” (ID: musicbusiness ), Author deer antler editorial department.
Apart from listening to songs, singing, and watching music videos, what other needs can be tapped for Internet music?
The answer given by Li Yang, the person in charge of Sing Duck APP of Ali’s innovation business group is-music pan creation.
Li Yang introduced that with the rise of Gen Z, post-95 young users ’enthusiasm for participating in music creation is growing. After research, compared with tens of millions of paid song listeners, there are creative needs The number of users is over 100 million.
Correspondingly, the singing and singing APP singing duck officially launched the singing and singing function in May this year.
In the past six months without formal promotion, the monthly active users of Duckling have achieved an average monthly growth of more than 180%, of which nine have become 95, and a large number of users are junior high school students.
Functional experience: short music, DIY, ensemble
What is the way of singing ducks?
Open the app, and the page that occupies the field of vision is the playing page that looks like a lyrics bar. After clicking the “Play” knob below, the user can select his favorite instrument and follow the color box prompts above the lyrics to press the corresponding color The chord cubes play and sing even without playing an instrument.
In this regard, Li Yang said Music Finance (ID: musicbusiness) said that the team hopes to lower the threshold so that it does not understand Ordinary people of music can also participate in music creation, so that young people can enjoy the process of playing music and become a part of the creator.
At present, the software has built-in six types of accompaniment instruments: piano, synthesizer, national wind instrument, ukulele, guitar, and rap beat. In addition to the type of instrument, specific sounds, fingerings, and playing speeds can also be selected according to preferences. DIY space is full.
It is worth noting that, unlike the regular K song app, the song played in the Singing Duck App is often only a paragraph of the song, and the duration is about 30 seconds.
△ APP inner page
Why must songs be limited to 3-5 minutes? In the context of the dramatic changes in the media, short videos are forcing changes in the music production side, and the “short and refined” songs and chorus may directly replace the whole song is becoming a trend.
In the view of Li Yang, under the influence of short videos, music has become a fast-moving consumer product. If you want to catch the audience, you can only succeed in a short period of time. In the future, short music may Is mainstream, the duration is about 30 seconds.
This insight is due to the observation of Li Yang and his team. “The emergence of short videos has further changed everyone’s perception of music. Music has become a fast-selling product, and it will be over after listening to a song.” < / span>
Not only that, in addition to choosing a favorite instrument to complete singing, users can also give full play to their musical imagination and create their own original lyric works.
Now, in the original section of the Sing Duck APP, a large number of original songs for others to sing have emerged, among which there are also many DEMOs created by young people worthy of attention.
In addition to Dolele, Singing Duck also provides users with the soil of Zhonglele.
By playing the “Ensemble” button on the singing page, users can be transformed into piano players, cellists, guitarists, drummers, etc., to add color to the singing of others. And through the “Find someone to sing” page, users can even create a room and sing with friends, and can even match 6 people to the K song room with “one click to find someone to sing”.
△ Singing Duck APP Functional Architecture, XiaoluAngle APP mapping
UGC music community
In his own way, singing ducks is constantly warming up his community atmosphere.
Under the topic square in the app, the topics such as #Christmas 狂 响 曲 #, # 明星 simulated show #, # 土 鸭 disco # and so on attracted thousands of works and hundreds of interactions on average. The open cover of original songs mentioned above, as well as ensemble and chorus-like functions, undoubtedly also promote collaboration and communication among users.
Li Yang believes that users have virtually completed social matching in the process of covering or adapting other people’s original songs, performing and processing a song in different dimensions, or expressing their ideas.
With the increasing user base, the increasing user viscosity, and the healthy spread of content in the community, the idea of incubating and creating unique KOL and celebrity platforms is very logical. Li Yang revealed that he and the team are also considering this possibility, but currently have limited energy and will make efforts to make stars when the stage is appropriate.
At present, one of the problems that Sing Duck is facing is that users may touch on copyright issues when uploading adapted songs that the platform has not been authorized to use. Li Yang admits that they are still actively searching for the best solution between how to deal with the compliance in use between the music content in the singing duck and the existing copyright.
This is Li Yang’s third internal entrepreneurship. In 2012, Li Yang joined UC, and later UC merged into Alibaba. He also became an employee of Ali. Until 2018, Ali began to encourage internal entrepreneurship. From 2018 From the beginning of the year to October, Li Yang has made two products, namely small video products in India and overseas social products for students in Indonesia.
The fierce competition for Internet products lies in the fact that if there are not many users interested in the product within three to six months, the data growth or the gap between input and output will be too large, they will usually choose to shut down and look for another direction.
Li Yang chose the highly competitive circuit because he observed that the post-95 generation of users ’habits of listening to music have changed, and they are more eager to have a sense of participation.
Li Yang’s insight seems to be being verified by the market. The UGC community, the growth potential of the music market after 95/00 is unlimited. In the past three months, Sing Duck App has always maintained the top 15 in the App Store Music Chart. In the case of cold start without product promotion, the current user feedback has clearly proved the value of singing ducks to a certain extent.
If Duck Singing can be successful, it may be able to make up for the regret that Ali’s failure brought to Ma Yun and Ali Dawen.
On the music track, in September 2019, Alibaba participated in the $ 700 million round of financing of NetEase Cloud Music as the lead investor and paid $ 468 million in cash. The Yunfeng FundAlso participated in the investment of Netease Cloud Music.
△ Vmate
Another dazzling product inside Ali, Vmate, has already received a $ 100 million investment in Ali.
In terms of business model, Sing Duck has not yet entered the profit mode stage, and it needs to develop to a certain degree before conducting trials on product realization.
With the popularity of live broadcast platforms and short video platforms, Li Yang found that consumer behavior has changed from paying for music itself to being willing to pay for musicians.
Li Yang revealed to Music Finance that after singing duck has some content creativity and user participation, he may use the short video platform to reward business models in the future.
In his own way, singing ducks is constantly warming up his community atmosphere.
Under the topic square in the app, the topics such as #Christmas 狂 响 曲 #, # 明星 simulated show #, # 土 鸭 disco # and so on attracted thousands of works and hundreds of interactions on average. The open cover of original songs mentioned above, as well as ensemble and chorus-like functions, undoubtedly also promote collaboration and communication among users.
Li Yang believes that users have virtually completed social matching in the process of covering or adapting other people’s original songs, performing and processing a song in different dimensions, or expressing their ideas.
With the increasing user base, the increasing user viscosity, and the healthy spread of content in the community, the idea of incubating and creating unique KOL and celebrity platforms is very logical. Li Yang revealed that he and the team are also considering this possibility, but currently have limited energy and will make efforts to make stars when the stage is appropriate.
At present, one of the problems that Sing Duck is facing is that users may touch on copyright issues when uploading adapted songs that the platform has not been authorized to use. Li Yang admits that they are still actively searching for the best solution between how to deal with the compliance in use between the music content in the singing duck and the existing copyright.
This is Li Yang’s third internal entrepreneurship. In 2012, Li Yang joined UC, and later UC merged into Alibaba. He also became an employee of Ali. Until 2018, Ali began to encourage internal entrepreneurship. From 2018 From the beginning of the year to October, Li Yang has made two products, namely small video products in India and overseas social products for students in Indonesia.
The fierce competition for Internet products lies in the fact that if there are not many users interested in the product within three to six months, the data growth or the gap between input and output will be too large, they will usually choose to shut down and look for another direction.
Li Yang chose the highly competitive circuit because he observed that the post-95 generation of users ’habits of listening to music have changed, and they are more eager to have a sense of participation.
Li Yang’s insight seems to be being verified by the market. The UGC community, the growth potential of the music market after 95/00 is unlimited. In the past three months, Sing Duck App has always maintained the top 15 in the App Store Music Chart. In the case of cold start without product promotion, the current user feedback has clearly proved the value of singing ducks to a certain extent.
If Duck Singing can be successful, it may be able to make up for the regret that Ali’s failure brought to Ma Yun and Ali Dawen.
On the music track, in September 2019, Alibaba participated in the $ 700 million round of financing of NetEase Cloud Music as the lead investor and paid $ 468 million in cash. The Yunfeng FundAlso participated in the investment of Netease Cloud Music.
△ Vmate
Another dazzling product inside Ali, Vmate, has already received a $ 100 million investment in Ali.
In terms of business model, Sing Duck has not yet entered the profit mode stage, and it needs to develop to a certain degree before conducting trials on product realization.
With the popularity of live broadcast platforms and short video platforms, Li Yang found that consumer behavior has changed from paying for music itself to being willing to pay for musicians.
Li Yang revealed to Music Finance that after singing duck has some content creativity and user participation, he may use the short video platform to reward business models in the future.