Short video advance to online music hinterland

A short video of fire often has a god -level BGM.

You may not know the names of these BGMs, but you must have been brainwashed by the melody, and even hummed in unintentionally. Everyone loves and hate them.

On the one hand, the song does grab the ear, making people unable to stop. On the other hand, I feel that there is no nutrition, as if the fast -food food in music will not feel much beneficial to eat, and the power will be hungry.

At the end of last year, the Tencent Music Entertainment Ceremony announced the top ten hot songs in Chinese in 2021, but the biggest winner was Douyin. "Clouds and Sea", "White Moonlight and Cinnabar Moles", "Laurel Gossip" and other Douyin Divine songs are on the list. Some unknown online celebrities receive prizes with everyone familiar with everyone.

Recently, the hottest thing on Douyin is Liu Daban's DJ version of "Just forget it". 1.68 million Douyin users use the song as a video BGM, and many people also go to QQ music to listen to the full version. Xu Song, known as one of the "QQ Music Giants" that year, once sighed:

Music becomes a vassal of vision.

The video is upward and the music is down. The first thing that is hit by is naturally online music platform. This impact is a quiet "eating". So, how did various online music platforms fight against? What trends will emerge in the competition pattern?

Short video eclipse online music

Eating is not quickly invading, but inadvertently occupied.

Short videos to eat online music are quietly entering each other's hinterland in three areas:

Listeners, musicians and platforms.

Time returned to more than ten years ago. In the era when the whole people listened to MP3, there were no videos and only audio, and the audience's attention was on the ears. The hearing was infinitely enlarged, and the details and charm of music also ended.

Now entering the era of information flow and short video, everyone is used to watching while watching, and accepting information fragmented. Whether it is video or music content, it pays attention to quickly occupying the user's attention. At this moment:

The video is funny and music is holding. Visual diluted hearing.

A song stream is not popular, and one of the criteria for judging can even serve the video content better.

In this situation, the survival logic of the musicians has also changed.

At present, Wang Jingwen, a singer in major variety shows, originally became popular with Douyin with Douyin, which was very popular. Later, she participated in multiple variety shows such as "Good Voice of China" and went to the Chinese music scene smoothly.

There are many musicians like Wang Jingwen who are in short videos. The "2021 Chinese Musician Report" shows that 64.75%of the musicians uploaded a short music video last year, an increase of 10%year -on -year.

Musicians choose to achieve "curve to save the country" from the short video circle, the root cause is the industry chain of the music industry.

In the past ten years, the Chinese music scene has stagnated, and the leader was the older brother Jay Chou, Lin Junjie and others. In QQ music, Jay Chou almost occupied half of the hearing the hot list. The audience's acceptance of music newcomers is declining. At the same time, the impact of the epidemic has blocked offline propaganda channels, and emerging musicians are getting harder and harder.

The short video platform that has the characteristics of national entertainment and comes with traffic has begun to become a new channel for musicians. QQ Music and Netease Cloud Music have released plans to support musicians. But in the matter of holding reds, the speed of Douyin is indeed faster, after all, the traffic is more sufficient.

The "2021 China Mobile Internet Annual Report" released by QuestMobile shows that the total time of short video use at the end of last year accounted for 25.7%, and it has surpassed instant messaging, becoming the longest field of people's network time.

According to the "2021 Short Video User Value Research Report", the average daily viewing of more than 60 minutes of users accounted for 56.5%, and the per capita was used for 87 minutes per day.

In contrast, the traffic of online music is declining. The "Comprehensive Annual Analysis of China's Online Music Market in 2022" shows that in January 2022, mobile music users per day for a single day for 21 minutes, a year -on -year decrease of 21%.

Netease CEO Ding Lei also said at the end of last year, "It can be seen in the short term that short video and live video broadcasts will disperse users for some time, causing attention to dispersion."

In addition to the changes in the audience and musicians, the active attack of the short video platform is also accelerating the food.

Earlier this year, the byte beating launch music player "Soda music, this is a music platform for music trends and young people, which can be synchronized to Douyin. In addition, Douyin also upgraded the musician service platform to" Hot Star River " Provide a one -stop service for musicians, intending to snatch musician resources. At the same time, the adjustment of the organizational structure is also following the same. The TECH planet learned that bytes have established the music business department this year.

If the bytes play the characteristics of the "APP factory", integrate the music business of APP such as Douyin, Today's Headline, and Watermelon Video, then you can have the ability to incubate, play, publicize, and copyright operations. Form a stronger impact.

Another short video platform is fast -handed, and it is also accelerating online music. Last year to the present, Kuaishou has reached an authorization agreement with Warner Music, Tunecore and copyright management platform AMRA, trying to tear the entry channel on the music copyright.

Back to the most essential question, why do short video platforms eat online music? This is because online music and short videos have a natural fit. Whether in content collaboration or traffic mining, online music can provide thrust for short video content, so it has a high strategic position for the platform. So how can the online music platform counterattack in the face of short videos?

Online music platform counterattack

A word popular on the Internet is called "Can't beat, just join."

Tencent Music and Netease Cloud's attitude facing short videos are: they can be played and can be added.

Take the length of people and make up for the shortcomings. It is both defense and attack.

There are "Douyin Hot BGM Complete Works" in QQ music, with a playback volume of 570 million times. The song list "Douyin Ranking" on Netease Cloud has a playback volume of 870 million. "Hug" Douyin has brought abundant traffic to the online music platform.

In addition, Tencent Music and Netease Cloud Music are also using social entertainment services to launch a shock on the track where the short video is located.

On May 24, Netease Cloud Music disclosed the first quarter of 2022 financial report. The financial report shows that in the first quarter, Netease Cloud Music revenue was 2.067 billion yuan, an increase of 38.6%year -on -year; the loss was 180 million yuan during the period, a narrowing year -on -year.

Revenue growth is mainly due to social entertainment services and other businesses that account for big heads. This module revenue increased by 61.6%year -on -year to 1.19 billion yuan.

In recent years, the biggest story of Netease Cloud Music is the community. Ding Lei once defined Netease Cloud Music as a music community. In 2019, the NetEase Cloud Music launched community section "Yuncun", and made the power to establish a community with "music+social".

The characteristics of the community are high viscosity and large paid space.

Earlier, Netease Cloud talked about it as its comment area, and once created the "Nets Heiro" body. User comments can strengthen community activity and viscosity, but it is difficult to dig out greater paid space, and often earn a drink. In particular, when Netease Cloud faces the shortcomings of copyright and insufficient music library, the effect of user comments is becoming weaker, and some people turn to Tencent Music.

As a result, short videos and live broadcast became the direction of Netease Cloud's focus. The "Podcast" section is placed in the prominent position in the middle of the Netease Cloud APP. There are a large number of live broadcast rooms, as well as the "recommended" sector recommended by the main algorithm. The entire "Yuncun" section has a large number of short videos.

These functional sectors are very close to Douyin. Netease Cloud has become more "shake", which has also brought about performance growth.

In the first quarter, Netease Cloud's social entertainment service revenue mainly came from the live broadcast business. The live broadcast also drives monthly paid users, a year -on -year increase of 170%to 1.18 million. Short videos and live broadcast brought NetEase Cloud to a business speed up.

However, Netease Cloud Music also faces a new problem, that is, user payment potential decreases.

In the first quarter, its social entertainment services per month fell by 40.39%to 329 yuan per month. On the one hand, the size of paid users is increased, and on the other hand, the potential of paid has decreased. How to achieve a balance between the two is a problem that Netease Cloud Music needs to be solved urgently. Because once the user's low -level payment habits are formed, the price increase will face difficulties.

Like Netease Cloud Music, social entertainment has also become an important engine of Tencent music commercialization.

In the first quarter, Tencent's music revenue decreased by 15.1%year -on -year to 6.64 billion yuan, mainly due to the social entertainment business that accounted for a large revenue, and revenue decreased by 20.6%year -on -year to 4.03 billion. Tencent Music said it was mainly due to the continuous changes in the macro environment and the intensification of competition from other pan -entertainment platforms. Other pan -entertainment platforms undoubtedly refer to short video platforms such as Douyin.

The social entertainment business of Tencent Music is mainly concentrated on the four apps: Cool Dog Music, QQ Music, Cool Music, and National K Song. Take the QQ Music APP, for example, the three major sections at the bottom -live broadcast, MV, and communities are all around social and entertainment.

In the first quarter, Tencent's social entertainment revenue declined, mainly due to some talent anchors on four apps, migrating and transferring to short video platforms, taking away some traffic and paid users.

However, the temporary revenue decline cannot show the problem. Compared with Netease Cloud Music, Tencent Music is a bigger story: cutting in from sound, building a huge ecology that continues to meet the needs of users' pan -entertainment.

The outside world believes that the story of Tencent Music is because it is based on WeChat and even the big tree of Tencent, and there is no shortage of resources and traffic, especially the cooperation of WeChat video numbers.

On May 20th and 21st, Tencent Music's four APPs, QQ Music, Cool Dog Music, Cool Music, National K Song, and Broadcasting Jay Chou's "The Strongest Magic Demon Tianlun" singing meeting. The final communication effect is very good, and there is a nostalgic wave of nostalgia.

Inside Tencent, the video number is used as a blocking Douyin, and its strategic position and volume are constantly increasing. The linkage of the video number and Tencent music is undoubtedly a strong union:

The video number can provide Tencent Music with a huge short video publication platform, and allows the social circle of Tencent Music users to link to a broader social circle such as WeChat and board the traffic highland. Tencent Music can inject more pan -entertainment resources to the video number and stimulate user activity.

In short, Tencent Music needs to have a left -handed and right arm such as a video number in the face of the defense and attack of short videos, as well as the blueprint of the future. Short video problem

The short video platform and the online music platform did not sound the fighting angle on the bright side, and the smoke in the back was filled with smoke.

How much will the advancement of short videos invade online music?

There are currently many views. Some believe that in the end, short videos will replace the online music platform with the advantages of traffic. Some believe that online music platforms will form internal short video platforms to block foreign enemies.

"One Permanent Finance" believes that neither short video and online music can really occupy each other's hinterland. The former will encounter multiple obstacles in the short term and exist as the latter's declaration platform.

When the short video enters the online music platform, the first obstacle is the barrier barrier.

Earlier, when NetEase Cloud Music competed with Tencent Music, it lags behind because of its downward wind. Since last year, the state has promoted the cancellation of the exclusive copyright model of the platform, and the barriers between the two have decreased. But for short videos outside the industry, barriers still exist. When users cannot hear the music they want to hear on the short video platform, they still choose an online music platform.

The accumulation of music copyright content requires huge investment and long -termism.

In terms of content reserves, Tencent Music and Netease Cloud Music have accumulated for nearly ten years and invested a lot of funds. From 2018 to 2020, Netease Cloud Music spent nearly 10 billion yuan in content costs. For a short video platform, if you want to build a "Copyright Great Wall" on the music sector in a short time, it can be achieved in one day.

Even if the copyright has accumulated, it is a long and tricky job to cultivate users' payment habits.

With the advantages of copyright, Tencent Music has accumulated a huge paid user base. In the first quarter of this year, Tencent Music's online music subscription revenue increased by 17.8%year -on -year to 1.99 billion yuan. Behind this is the increase of 31.7%to 80.2 million online music paid households, with a payment rate of 13.3%.

To make users pay for music on short videos, it seems unable to convince them to be willing to chop their hands. If the content of the copyright is not covered by users, it is difficult to continue.

When the copyright has not accumulated, and the music content library is not huge enough, the short video is often "a wedding dress for others" because they will encounter the brand force of the online music platform.

When many people hear Divine Comedy on Douyin, they will eventually choose to search for the complete songs of QQ Music and Netease Cloud Music to determine the original singer and the songwriter. After the musicians of the musicians are on fire, they will upload the full version on the online music platform to create a complete personal homepage and seek a circle.

For them, online music platforms are more like a reliable and reliable endorsement. This is the platform advantage that the short video platform does not have.

For example, when many people buy goods in short video e -commerce live broadcasts, they still go to Jingdong and Tmall to confirm whether the brand is regular and quality problems.

Even without the defense of online music, from the perspective of the music industry chain, the form of short videos to create music is difficult to form scale and sustainability. This is the obstacle caused by its internal model.

Many musicians said that short video divine songs diluted music value.

Why is it diluted?

Because if a song wants to get angry in the short video, you need to cater to the flow orientation of "short flat". Creators often follow the law of "golden 15 seconds", that is, quickly attract the audience at the climax. In addition, the lyrics often fit the public's psychology, add some grounding and even vulgar elements, in order to cause widespread spread, but it also reduces the quality of the song and is seriously homogeneous.

This is actually contrary to the original intention of music creation.

Earlier, some media broke out some cultural media companies to produce Douyin Divine Comedy in batches. They have the same chords, similar melodies, and lyrics that can quickly spread sentences. Thousands of such divine songs every day, like homogeneous products on the assembly line, are put on short video platforms.

They quickly became popular and soon lasted. Those who are perfunctory will eventually be abandoned by the audience.

Individuals can make a profit from this model and leave the field after making a vote, but if the short video platform also defaults this industrial chain model, it will eventually not far.

At present, due to traffic advantages, short videos are more as a platform for musicians. The "2021 Chinese Musician Report" shows that in the selection of digital music platform with the best promotion effect, 33.37%of the musicians who choose Douyin ranked second, second only to Tencent Music.

Of course, short videos will not only be satisfied with a publicity platform, and then look at Douyin and how to act quickly.

Conclusion

A generation has a generation of music memories.

In the memories of the post -80s, Qian Qianjing listened to the authentic music player, and Chen Huixian's Qianqian Ge was the mark of the young.

The post -90s grew up with the company of QQ Music, where there were Xu Song, Wang Suzhen, and countless non -mainstream sorrows.

After 00, with the rise of Douyin and Kuaishou, I heard more brainwashing divine and magic BGM.

The history of music listening for several generations is actually the iterative history of streaming media.

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