With the idea of vibrato.
Editor’s note: This article comes from WeChat public account “PingWest Pinwan” (ID: wepingwest), author Li Hezi. ▲ Resso’s “Vibe” feature ▲ Resso’s song card sharing process, TikTok is not in the priority display option ▲ Value-added services that Resso members can enjoy Indians do not like to spend money on music streaming media may be related to the particularity of the Indian music market. On the one hand, many Indians are deeply influenced by Bollywood and traditional Indian culture. The characteristic of this part of the culture is that its components include not only music, but also dance, costumes, singer expressiveness, etc. This is why some Indians Local music streaming platforms will treat YouTube as a competition-many Indian users prefer to watch music videos on YouTube instead of listening to audio alone. On the other hand, India is a place where multilingual music flourishes. If the music library of a platform is not large enough, users should not even think about buying members. < span data-> < span data->
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The idea of vibrato.
A few days ago, ByteDance’s long-planned music streaming media finally came out “Resso”, this ByteDance’s music streaming platform for overseas markets, officially launched in India.
Not long after Resso went online, on March 12, ByteDance announced the adjustment of the company’s organizational structure on the 8th year of its establishment, and Zhang Yiming was transferred to “Global CEO”. In an open letter, he said that he would spend more energy to improve the global management team. The company “the number of employees worldwide will reach 100,000 this year”, intending to turn the company into a “very large global enterprise.”
All this means that the byte bounce is clear to the outside world and emphasizes its future main battlefield-the whole world.
From the news that music streaming will be launched in mid-November 2019, to trial operation of Resso in India and Indonesia in December, and more than 3 months later, Resso was officially launched today. Each step of the byte beat was particularly affected. Attention of domestic and foreign counterparts. Especially in foreign countries, because the byte beat bears the identity of “TikTok parent company”, many people are curious whether this company can create another global explosion in the field of music streaming.
This is of course a byte-beating dream, and it also makes Resso’s foreign competitors vaguely uneasy. These competitors include Spotify, the world’s largest music streaming platform, which entered the Indian market in February 2019, and Gaana, the most popular music streaming platform in India. It was born locally in early 2019. Players JioSaavn, as well as internationally renowned players such as YouTube Music, Apple Music, etc. who have fancy India.
What makes them uneasy is that Resso looks so different-in some review videos uploaded by local Indian YouTubers, you can see that in addition to Spotify, AOn platforms such as pple Music, there are also general functions such as song search, category recommendation, etc. Resso has made a great innovation to the song playback interface. This interface has been placed on the App homepage, occupying the entire screen, and users can directly highlight the playback interface You can see the lyrics scrolling with the music in real time, and you can also change the background of the playback interface according to your preferences-whether it is still images, GIF animations or video clips (this feature is called “Vibe”); the bottom of the interface is designed for praise Button, users can comment on the songs, and forward the favorite songs along with lyrics and backgrounds to other social platforms; in addition, Resso does not need to swipe left or right or click the song-cut button like normal music streaming. , But swipe up and down.
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Resso looks like an audio version of vibrato that highlights the music itself and weakens the visual presentation . Just like Douyin, when you open Resso, you do n’t have to choose the song to play first, you can hear a random recommendation-Of course, Resso is not a pure radio music streaming platform, you can choose, choose to search for yourself The singer or song you want to listen to, or choose to listen to a song list generated by an algorithm that matches your mood and so on.
Considering that Resso has not been able to win the copyright of Universal Music among the three major record companies (the latter is the world’s largest market share record company, Tencent acquired a 10% stake in Universal Music at the end of 2019 and is its largest investor One). At present, this method of listening to songs, which is mainly recommended by the algorithm and supplemented by the retrieval, can weaken the influence of copyright and make up for the shortcomings of the music library.
To some extent, Resso is also trying to change the way most people listen to songs. This change is not limited to a single function, but the entire system. It makes music more vivid and more fun to share. < / strong>.
Resso’s new features have impressed some practitioners. For example, Barry McCarthy, former CFO of Spotify, commented that Resso has “very smart and clever social functions”, and Fred Davis, a partner of the US financial consulting firm Rennes Group, who has served as Spotify’s early consultant, said that “the music industry needs a new platform too much. For me, Resso is the best music platform I’ve seen since Spotify, and I hope the industry can acceptIt also hopes that the byte bounce will not be deterred by a series of complicated copyright issues. ”
This is where Resso makes competitors nervous. In foreign countries, there is no mainstream music streaming media like Resso that can establish such a close relationship with users. Moreover, in terms of relying on social networks to acquire users, Byte Beat has experience.
However, PingWest has found a very interesting point. Except in some industry reports, Resso has been labeled as “Made by TikTok’s parent company.” Byte Beat is very low-key on most occasions this time-it is not Connect any TikTok developer information on the Resso detail page of app stores such as Google Play or App Store (but another company called Moon Video), and even in the social platform sharing options in the Resso app, TikTok is not placed in First priority.
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Obviously, Byte Beat didn’t want to rely on TikTok this time, but tried to capture more accurate users with Resso’s own performance . This is not without reason. The short video platform and the music streaming platform each have their own logic, and the coverage users are not necessarily the same (think how miserable Netease Cloud Music has been scolded by old users), just like Resso “All of our marketing efforts are aimed at building a strong community of music diehard fans,” Hari Nair, head of music content collaboration, said in an interview with TechCrunch.
Moreover, if both sides develop well, there can be more users accumulated by byte bounce.
Accumulating users is crucial for most Internet companies, especially in India, a country with a population and Internet users that is second only to China, and the competition pattern of music streaming platforms is unclear. It is even more important to win users. .
If you have to point out the experience that byte beating Resso can rely on, I am most likely to refer to its “Indian experience” . From TikTok’s departure from India in September 2017 to its rapid popularity, after nearly 3 years of accumulation, ByteDance has become very familiar with the characteristics of Indian Internet users. Now with the rapid growth of TikTok users, India has already been United States, JapanTogether, TikTok was designated as a key strategic country for TikTok’s globalization. The head of TikTok’s important position in India has also been upgraded to report directly to Douyin President Zhang Nan.
India is now the world ’s largest market for TikTok (the latest data for February is that India accounted for 41.3% of TikTok ’s global downloads), and Zuckerberg talked within Facebook about the competition with TikTok and acknowledged that “it ’s growth in India Very quickly, I think it has surpassed Instagram in terms of scale. “Nikhil Gandhi, head of TikTok’s India business, said that TikTok will add 50% of its users in India in 2020.
All kinds of performances seem to be telling Byte Beat, this is the best time to launch music streaming in India.
But there are many challenges Resso faces in India. The first and most important question is-how to drive the pay rate of Indian music streaming users? Wanting Indians to pay for Internet content is not an easy task, which explains to some extent why there are so many Internet users in India, but the overall volume of the music streaming market is much smaller than that in the United States. Market research firm Statista predicts that India will have 2020 Music streaming services will generate $ 244 million in revenue, compared to $ 4.5 billion in the more mature US market.
Despite the low ARPU (average revenue per user), the high growth volume will continue to attract overseas Internet companies to Nuggets in India. However, another problem with byte beating is that this time Resso’s main paid member (value-added service) is not its strong point.
On the issue of localization, Resso did a lotFor example, when the user performs the initial login, the user will be provided with a choice of language (not genre) for the guide “What kind of music do you like?” Lugu, Tamil, Kannada, Bengali and Marathi language options in 8 languages.
However, considering the complex and potential needs of Indian users, Resso may not be able to do enough (compared to Gaana’s first recorded Indian language songs as many as 30).
In addition to the existence of cultural differences, whether Resso will encounter a delisting crisis in India like TikTok in April 2019, it is hard to say now. More importantly, in the long run, copyright will also be a problem for Resso-if it still wants to continue to expand the global market, but for now, it is very unlikely that Resso will get the copyright of Universal Music, and Tencent will most likely not Hand over the latter’s copyright, especially that Tencent was also the lead investment company in Gaana’s last round of financing. According to a person close to Tencent’s TME, revealed to PingWest Pinwan that as far as Resso goes online, TME’s current external attitude is basically “nobody cares”.
“Contrary to popular perception, one of the biggest challenges facing the industry is not to get high-end users, but to let ordinary users keep going to the App to listen to new music, not music they already know.” Gaana CEO Prashan Agarwal said in an interview in 2019. Everyone wants to break their heads so that users can listen to more songs. Can Resso be “vibrating” and be ambitious to target the global market for byte beats?
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