Rejecting the traffic in the traffic, how does the "Jay Chou player" be new?

Author | Fan Zhihui

Men who can stir up the Chinese Internet with one person, the Chinese music scene is probably only Jay Chou.

At 12 o'clock on July 6, the MV of Jay Chou's new album "The Great Works" was launched as soon as the MV was launched in just ten minutes. A number of hot search entries such as "Jay Chouge" and "The Story of the Famous Painting Story in Jay Chou's New Songs" continued to dominate the list. Even May Tian Axin lamented "Jaylen is Jaylen" on Weibo.

On the other side, a battle for the new album for Jay Chou is also in full swing. The music platform represented by QQ Music and Migu Music, a video platform represented by station B, Kuaishou, and Douyin, has their own tricks and joined this "six years once" traffic events.

The pre -public traffic carnival, which was officially opened at 0pm on July 8th, officially opened the moment of pre -sale.

Among these new friends and old friends of Jay Chou, Migu Music, who can listen to Jay Chou's "Jay Chou player" this time, has risen. "In the battle that could not work, he killed a path of hardships.

How can Jay Chou's new album announce the differentiation?

From the new album officer to the appointment to open, the first song MV is launched, pre -sale, and the official release of a week later, it can be seen that all platforms, especially the music platform, have made all their best solutions, from classic review, eggs interpretation to MV to MV Two innovations, customized peripherals, etc., strive to build momentum for the new album.

Although the basic operations such as focus maps, song list recommendations, and information PUSH are similar, several music platforms are still slightly different in terms of specific planning ideas and operating logic.

From the comparison of distribution channels, unlike the single channels of music platforms and video platforms, Migu Music with operator genes is outside the APP side of the station, and it also provides synchronous launch of China Mobile Video.

In addition to the exposure of 100 million -level traffic, China Mobile also provides users with "8#" and "1#" video color bell interactive gameplay. Personal video colorful bell. Through the "content+social+welfare" triple -blessing creative linkage, it not only opened up a new gameplay of video color bell interaction, but also distributed the scene of the album announcement with the "digital album+(audio) colorful bell+video color bell".

The various publicity nodes that are officially released on the appointment are the battlefields of competing platform creativity. Different from most platform artists to call Call and song list recommendations, Migu Music has made the entire declaration planning more refined and heart -up, creating a full sense of rituals with product thinking.

For example, at 8 o'clock on the night of the new album song "The Great Works" MV, Migu Music specially invited Fang Wenshan, as well as music critic Deng Ke, Daoruyi, Zi Bo and musician Wu Qi, on Weibo , Migu Music APP carried out a preheating live broadcast activity to warm up the new album.

In one hour of Lianmai talks, Wu Qi, several music critics and fans chatted with the views of the new song and the expectations of the new album, as well as Jay Chou's views in music creation. During the period, Fang Wenshan also released three "secret numbers" about Chinese style songs in the album: four characters, solar terms and colors, bringing exclusive information about the new album.

At the same time, from July 6th to July 15th, the Migu Music APP also conducted a 24 -hour uninterrupted series of "Finally Waiting until Jay Chou", so that Jie fans are waiting for golden songs at any time in the days of waiting, and hear it. The song, such as "Sunny Day", "Peninsula Iron Box" and "Qili Xiang", etc.

In addition, Migu Music also prepared seven exclusive rights and interests for Jay Chou's new album, covering the exclusive tone quality (24bit), Zhen 3D and other high -quality sound quality, sound/video bells and incoming ringtones, 30 -day platinum members, 30G orientation traffic flow , JAY fans exclusive medals, exclusive desktop icons, diverse purchase methods, etc., can also draw Jay Chou's authored prizes such as the surrounding and nostalgic CD luxury gift package.

And when the new album pre -sale channel was officially opened at 0 o'clock on the 8th, Migu Music also gave the noodles for the old friend Jay Chou: the second -level entrance below the focus of the new album, "Finally Wait until" 4 characters, 6 6, 6 A recommendation song list also directly becomes a large billboard, which reads "Jay Chou is here" and "New albums listen together". He also designed 12 Zhou Dong exclusive icons for the Jie Fan who purchased the album. The topic also appeared on Weibo hot search.

In addition to the surprise, many Jie fans couldn't help but call on social media that "invite major platforms to roll according to the standard of Migu", and praised "it is indeed Jay Chou's player", "Migu Music is at its peak", " "Give me Mimu Music", and many new users came to "download overnight."

This fully shows that, in addition to Jay Chou's own traffic effect, this wave of heart moved the fans. In the inside roll, there is no need for routines. It is most valuable to hold it.

Not only the youth of each generation, Jay Chou also witnessed the history of the media changes in the Chinese music scene.

As a well -deserved top flow in the Chinese music scene, Jay Chou itself is actually synonymous with traffic. In the more than 20 years of its vertical and horizontal music scene, it has been accustomed to the rise and fall of various media, becoming the best slice to see the changes in the times and the migration of traffic.

From the beginning of the television and radio stations, soon caught up with the aggressive Internet, and then the colorful bell rang through the land of China, and then the streaming media rose due to the genuineization. Jay Chou has always been the constant existence of being contended. On the other hand, the Internet platform that seizes Jay Chou's new album traffic is undoubtedly Migu Music with Jay Chou's deepest fate.

In the summer of 2004, Jay Chou released the fifth personal original album "Qili Xiang". Among them, "My Square" was the promotion song of Jay Chou's "dynamic zone" creation for China at that time. Bid benchmark.

At the same time, Jay Chou, who debuted shortly, has also become the spokesperson for the brand image of the dynamic zone, shouting the voice of "my site listened to me" for young people, "Qili Fragrance", "Sunny Day", "My Land", "Dance Spring and Autumn" and other classics. The colorful bells are all over the north and south of the river.

At the beginning of the millennial year of "Literated Bells, Golden Thousands of Thousands of Thousands", China Mobile took the lead in launching the colored bell business in May 2003. China Unicom and China Telecom followed closely. In just over a year, the national colorful bell users exceeded more than one year. After 22 million, the industry's output value increased rapidly to 860 million yuan, which was regarded as a "life -saving straw" that was returned to the record industry.

In this context, China Mobile officially established a wireless music base in 2005, and launched the Wireless Music Club the following year to conduct one -stop music services; in 2007, it listened to the player on the online music and officially renamed Migu Music in 2012. Essence

In more than 20 years in the transformation of "Little King" to "Zhou Dong", Jay Chou has also become a frequent visitor to the first digital music award ceremony "Miguhui" hosted by Migu Music. As early as the first music ceremony of Midu in 2007, Jay Chou successfully won the "Most Best Development Single Award of the Year" with the song "Golden Armor".

Since then, every time a new album/single, Jay Chou has appeared on the list of Miguhui with a high download volume, and successively won the popular golden song award, the most popular Hong Kong and Taiwan male singer, the annual special contribution award, and other awards. It also contributed countless wonderful golden song interpretations at the Miguhui Festival. As of the fifteenth Miguhui in 2021, Jay Chou won over 26 awards.

Unconsciously, the cooperation between China Mobile and Jay Chou has continued to this day and has accompanied everyone for 18 years. In various scenarios such as colorful bells, players, music lists, concerts, music festivals, music peripherals, we can see and hear Jay Chou, and the youthful memory of Jay Chou also stays in Migu Music. The relationship between the two has long surpassed the cooperatives in the business field, and it is also a witness of the Chinese music scene from the era of traditional records to the digital age.

What's more interesting is that from the audio colorful bell to the current video of the year, it is more like a fable, and returned to the original point that had known each other. However, whether it is Jay Chou or the colorful bell itself, it is not the original appearance, but it becomes stronger after iteration upgrades.

As the biggest convention of the Chinese music scene, Jay Chou not only witnessed the youth of each generation, but also witnessed the history of domestic media change.

Conclusion

Every time Jay Chou posted a new work, there is an inevitable voice of doubt, saying that he eats old, middle -aged greasy, and narcissistic, but as a man with the most golden song awards, Jay Chou has long proved his unstoppable status in the Chinese music scene.

What's more, the general evaluation of the leading song "The Great Works" is generally more evaluated in the industry than derogation. Against the background of peers, Jay Chou also has capital and confidence to be narcissistic. As he wrote on the cover of the album of "Qili", "Only Jay Chou can surpass Jay Chou." This sentence has been established for 18 years and is still established.

A generation of people has a generation of people, but each generation has Jay Chou in the youth. What is regrettable is that we dream of returning to the year in Jay Chou's new song, on the one hand to miss the youthful ourselves, and on the other hand, I miss the Chinese music scene that was once shining.

After 22 years of debut, Jay Chou was "the king of generations, the king of music". In the memory of Migu Music, we are always young.

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