Hundreds of musicians released digital albums independently, and the music industry welcomes new dividends?

Author | Fan Zhihui

"Zhao Muyang's new single number special promotion is great. Thank you Tencent musicians, I hope everyone will support it!"

On July 27th, the circle of friends brushed a song news from Lele Lele, a member of Le Luo group. The text was as above. Put, and she participated in the arrangement, production, chorus writing and chorus guidance of this song.

I thought it was an ordinary song news, but I also accidentally noticed that QQ Music launched the new feature of "music records" in the latest 11.8 version, and the news of 100 Tencent musicians joined the release of paid digital albums. According to the statistics of music, hundreds of musicians including Zhao Muyang, Wang Ji, Lin Qinglong, and Calis Wu Yanhui have released their paid single in the "music record".

What we are curious is that after many years of the digital album mode, why did the authority of self -service release digital albums fully opened at this time, and what attracted these hundred Tencent musicians to join the ranks of the payment album?

Free or paid, this time the musician is the master

Before QQ Music launched the function of "music record", in fact, the digital album has already existed in China for nearly 8 years, but it was more binding with traffic stars before.

In December 2014, QQ Music joined hands with Jay Chou released China's first music digital album "Ouch, Yes", which created an unprecedented digital album model and expanded a new realm channel for the music industry.

As the first digital album, commemorative nameplate, concert ticket and other comprehensive forms, such as a comprehensive form of digital music paid products, the digital album undertakes user consumption habits in the physical era with its originality and sense of ritual, and also inspires the public to digital to digital numbers. The enthusiasm of music consumption.

Take Jay Chou's new album "The Great Works" as an example. Since its launch on July 15, less than half a month, the sales volume exceeds 7 million pieces and sales exceeded 200 million yuan. Essence

Of course, except for Jay Chou, Li Yuchun, Luhan, Zhou Bichang, Lin Junjie, Taylor Swift, Bigbang, A Dele, Rihanna and other musicians have joined the ranks of paid digital albums. Digital albums have also become one of the generally known forms of music payment.

So after nearly 8 years, why does QQ music decide to release digital albums openly and independently?

The first sound of music believes that behind the number of zero thresholds for several special sales, it is actually the growth of the music group and the development of paid awareness. Data show that as of the end of 2021, the number of independent musicians settled on the Tencent musicians had reached 300,000. Faced with such a huge scale of musicians, self -selling digital albums have become an urgent demand to increase monetization.

On the other hand, Tencent Music Entertainment Group's first quarter financial report showed that online music subscription revenue reached 1.99 billion yuan, an increase of 17.8%year -on -year; online music payment households reached a milestone of 80.2 million milestones, with a net increase of 4 million month -on -month; Online The payment rate of music continued to increase, reaching 13.3%, higher than 9.9%in the same period last year and 12.4%of the fourth quarter of 2021, and then hit a record.

The continuous growth of the scale of musicians and the good industry background of the user's awareness of paying are provided with the foundation and timing of "music records" for QQ music.

It is reported that Tencent Music can release digital albums through the open platform self -service, and released the three major music platforms of QQ Music, Cool Dog Music, and Cool Music. At the same time, musicians can choose the entire album for sale, or they can be sold by single. Excellent works will also be exposed by platform operation resource. It is worth mentioning that the works that participated in the "100 million yuan incentive plan" and signed an exclusive and record investment, musicians enjoyed 100%sales income.

In Amway in the circle of friends, I also bought this single payment fee for this "sad dream" and experienced the purchase process by the way. The entrance is quite obvious. After opening the "community" page, the default enters the "Square", and it is tied with three major entrances: "Super Subscribe", "Papao Mall", and "Le Man Records".

Click on the "Le Man Records Store" to freely buy records you are interested in, and some simulation and undertaking the sense of ritual of selecting the records offline. The pricing is also reasonable. The single pricing range is between 1-5 yuan. Although it is not high, each purchase is the most direct support for the musicians.

Most of the musicians participating in the launch of the "music record" are satisfied and recognized. Mu Zhexi, who has just entered the industry for 4 years, said in an interview, "Although everyone may be more willing to pay for traffic, not good content, but people always try to take this step." And the job. Zhao Muyang, a well -known musician who has been 35 years old, has regarded music records as "a new way to communicate music, reduced many complex processes, and it is convenient to use."

On the one hand, on the one hand, this reduces the sale threshold, activates the long -tail economic effect of the middle tail musicians, and increases the source of income; on the other hand, it also fits the economic trend of the creators who are surging around the world at the moment, so that the musicians and fans are even more Connecting is closely connected, while the musicians are issued autonomy, they are more conducive to the birth of high -quality content.

Therefore, although there have been similar functions that have been launched before, the exertion of QQ music with innate genes may have a deeper meaning, and even the ripple effect of the industry. Essence Digital album 2.0 era, value platform value reshape

On July 24 last year, a paper decision released by the official website of the State Administration of Market Supervision and Administration made the domestic music copyright market officially entered the "non -exclusive" era.

However, in the cooperation of exclusive musicians and content, the General Administration of Market Supervision also has a certain room for market competition between the platform: the exclusive cooperation period with independent musicians must not exceed three years, and the exclusive cooperation period for the first time with the new song must not exceed three Ten days.

This also means that under the "non -exclusive" trend, in addition to the 30 -day new song window period, the 3 -year exclusive window period of the musician has become a game point for copyright competition. The focus of the operation of various platforms.

Back to the "musicians record" function on QQ Music, in addition to further returning to the logic of the work and nurturing the musicians, it is also the continuation of the long -term support of the musician strategy.

As early as 2017, Tencent Music launched the "Tencent Musician Open Platform". Since then, the layout of QQ Music for the field of musicians has begun to accelerate. Work management, work promotion, fan interaction, data tracking, and creative monetization of the five major demand services; on the first anniversary of the group listing, QQ Music officially launched the "100 million yuan incentive plan", proposing the hard core of "below 200,000". Divide into a plan and add the realization of the work again; in April of the following year, the QQ Music Open Platform officially launched the new derivative upgrade plan "Milky Way Plan", through upgrading support for upgrading of 100 billion yuan, 100 million yuan incentive plan, linkage diversified resources, and improvement of growth mechanism. Measures.

In addition to creating and transmitting infrastructure from creation, dissemination to monetization, QQ Music also provides accurate support for musicians at different stages of development stages such as music lovers and campus musicians. For example, in August 2021, QQ Music joined hands with Tencent musicians to launch the "Wind Wind Plan" to support music enthusiasts such as live broadcast experts and short video experts with music dreams, so that "good voices" and "good words" can be The combination of accurate and efficiently to help the birth of the golden songs; in September 2021, QQ Music officially launched the "Hello, University Sound" campus music label, invested "million bonuses+tens of billions of traffic" to create creations and sending for campus musicians Songs and performances have grown all aspects of growth. In March of this year, the campus manufacturer ushered in a new upgrade and launched the "Campus Sky Alliance Growth Plan". "Speed ​​up.

It is not difficult to see that QQ Music and Tencent musicians can be divided into two major pieces in the support of musicians: First, product innovation provides convenience for the autonomous operations of the musician, represented by the open platform, creative team details page, musicians record, etc. , From the use of technical data operations, music creation, copyright management, declaration efficiency; second, in various aspects of the creation, dissemination, and monetization of the creation, communication, and monetization of the content industry chain with realistic funds, incentive plans, and incentive plans for 100 million yuan, and incentives for 100 million yuan, and incentive plans, and incentives for 100 million yuan, and incentive plans, and incentives for 100 million yuan, and incentive plans, and incentives for 100 million yuan, and incentive plans, and incentives for 100 million yuan, and incentive plans, and incentive plans, and incentives for 100 million yuan, and incentive plans, and incentive plans, and incentive plans, and incentive plans for 100 million yuan The opening of the Mai Stage and the "Bole Plan" Golden Song Creation Camp is represented by the force of the force.

This series of fine support policies also won the recognition of the musicians and the respect of the industry. Data show that data released by Tencent musicians in July last year showed that the average income of the musicians participating in the "100 million yuan incentive plan" increased by 78%, about 40%of the revenue of the musicians doubled, and the income of 85%of the musicians increased by 50 by 50 50 %, Compared to the same period last year, the platform's incentives to musicians have increased by 13 times. As of the end of 2021, the number of independent musicians settled on the Tencent musicians platform reached 300,000, and they all received their flowers, applause and income on the platform.

To some extent, the support ecology of QQ Music's musicians seems to be more and more "heavy". This is the taboo of the Internet platform, but it is actually related to the characteristics of the content industry, which can lay a deep industry for platform competition. The base allows the industry to accumulate energy in recuperation.

Conclusion

As the first way to monetize musicians in China, digital albums are of great significance to the development of the musician itself and the Chinese music industry.

This time QQ Music benefited all musicians of the release of digital albums, and will undoubtedly have another new industry dividend, which will stimulate the more autonomy of the musicians and create more good works. As Tencent musicians Sarra Liang Xinyu said, "music records are an inevitable and necessary product after the coincidence of the independent music era and the Internet era", which gives the musicians more exposure and can also harvest their audience more accurately.

Standing from the perspective of the platform, as the core hub connecting musicians and audiences, today's music platform has partially iterated the functions of record companies and record stores, which profoundly affects all aspects of the creation, communication, consumption of the music industry. Growth and advanced are crucial.

And the service of hundreds of thousands of musicians also means that it will gain a large number of most active and vitality creators, driving the content of the content ecology of the platform, and driving to a wider stars.

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