On April 11, QQ Music officially launched the live audio live answering program "A Music to Become Famous".
Similar to the previous live quiz, the QQ Music live quiz also waits for the host to ask questions after entering the live broadcast room. The user completes the answer within a limited time. If the answer is correct, it will enter the next level, and if it is wrong, it will fail to pass the level and cannot continue.
However, the content of QQ Music Live Answers is limited to the field of music and entertainment.
A person familiar with the matter told 36氪 that users may hear the sentence “Hohohohohohohoho” in Jay Chou’s “Huo Yuanjia”, and then need to answer “How many Huo”.
According to QQ Music, live quizzes will start at 8:00 pm every Wednesday and Friday for about half an hour, with 12 questions per game, and a single-game bonus of about 100,000. But different from those live answering questions that spend real money, QQ Music issues Q coins. At present, the exchange price of 1 Q currency on Tencent's official website is 1 yuan.
From this point of view, QQ Music's "One Music Becomes Famous" and NetEase Cloud Music's live answer "Battle of Philharmonic" launched in February are similar in general mode, and both questions are based on music content.
For example, users of Cloud Music may encounter the test questions of the theme song of "Hulu Baby". Are the lyrics "seven flowers on a vine", "seven babies on a vine" or "seven flowers on a vine"?
From the intuitive performance of NetEase Cloud Music, live answering questions has played a certain role in promoting song promotion. Take the first issue of live answering questions in January as an example, when asked about Yue Yunpeng / MC Hotdog's "Song of the Five Rings", and then corresponding to the song comments, many users commented that "from the 'Battle of Philharmonic'".
QQ Music's online "One Music to Fame" may also be able to reap the effects of "Battle of Philharmonic" after verification, and the former has more advantages in copyright than Cloud Music, and the backup answer library source is relatively sufficient. However, in terms of the live broadcast activity cycle, it should not be in the situation of PK copyright.
The main difference between the two is in the means of drainage.
NetEase Cloud Music chose the same approach as the ordinary live answering platform - smashing real money, investing 100,000 yuan per game, and a total of 100 million yuan is expected to be invested as bonuses. The "return" of corresponding users is still considerable. According to 36Kr's previous observations, NetEase Cloud Music live broadcast answers about 550,000 people online. If the per capita network traffic is calculated at 1 yuan, each game has to invest 550,000 yuan, not to mention that the Internet traffic dividend has disappeared, and the per capita customer acquisition cost has already exceeded 1 yuan.
QQ Music attracts users to participate through "100,000 Q coins per game + star effect".
Although the reward of 100,000 Q coins per game can be regarded as equivalent to 100,000 yuan, it is a virtual currency after all, and the sensory stimulation is not as strong as the direct RMB, and the circulation is limited to the Tencent ecosystem, so how attractive is it to users? strength is unknown. However, to a certain extent, this kind of "restraint" will reduce certain regulatory risks. During the Spring Festival, when the live broadcasts were stopped, the State Administration of Radio, Film and Television issued a regulation that "the online live broadcasts should not promote money worship and extravagance".
Pulling stars to help is QQ Music’s supplementary strategy for choosing to use Q coins and “disrupting one another”. According to QQ Music news, each episode of "A Music to Become Famous" will invite singers and stars to record videos of related topics and serve as "disclosure officers" - this responsibility is to disclose a question of the current program to users on Weibo. 36 Krypton learned from QQ Music that in the first quiz show on the 11th, the music boy group "X Nine Youth League" will serve as the star quiz officer.
Whether QQ Music or NetEase Cloud Music do live broadcasts to answer questions, they all contribute to differentiated competition in the post-copyright era.
Recently, NetEase Cloud Music announced that it will invest tens of millions in the next year to strengthen the layout of original short videos. Before that, it also paid for the development of knowledge to bypass the joint copyright attack that Tencent and Alibaba invested heavily in.
QQ Music, which is part of the ecosystem of Tencent Music Entertainment Group, has "same partners" with clear cash flow models and contributed to the support of National K Song and Fanxing Live. The group has achieved profitability in the previous year.
However, recent events have revealed that in addition to focusing on the development of other extended "side businesses", the music platform should not be careless about the 1% exclusive copyright mutual trust authorization. In addition to the operational differentiation competition, copyright competition will also be the theme of the follow-up battle for music platforms.
Previously, the National Copyright Administration intervened to promote the mutual trust authorization of 99% of song copyrights between Alibaba Music, NetEase Cloud Music and Tencent Music. In the original NetEase Cloud Music, such as Jay Chou and other artists' song authorization, Tencent Music Entertainment recently announced that it will suspend its partnership with NetEase Cloud Music. The sub-licensing cooperation negotiation. As for the reason, Tencent said that NetEase Cloud Music had many copyright irregularities during the sublicense period, while NetEase Cloud Music said that it had tried its best to buy copyright, but it could only be removed from the shelves.