Wake up, circle of friends are all "gave me cry," "gave me to buy," I was wondering bother anyone, how you have to cry, a closer look, turned out to be "the man" made new songs. So with fear opening the link which share a friend, found that "I do not deserve," Yes, I am not a member, did not pay three dollars, I do not deserve to listen to Jay Chou's songs.
Although the "say good cry" can not hear, but it does not prevent my participation in the major social platforms Pa screen, reportedly made the same day the song was Tencent music server crashes, so that we once again experience the "top flow" of influence.
On-line for two hours, "said a good cry" in total sales QQ music, cool dog music, cool music three platforms that exceeded 10 million yuan. It can be said Jay songs on this line, setting a new record in terms of pay for digital music, not only music but also Tencent share price down turn up, but also to the entire digital music brought new inspiration.
So, in the case of network transmission has long paid music did not delay the arrival of spring, Jay song performance mean that paid music in the spring really arrived?
Flow, feelings two-pronged approach, social networking has become a huge driving force
Prior to "say good cry," launched on a single "do not love me or leave it" has been more than a year, from the album on "Jay's bedtime story" is for three years from Jay. So what exactly is "good cry said," how the fire? Start with the following numbers taste:
According to QQ music, official data showed Jay 2019 new digital single, "says a good cry," QQ music digital album sales have exceeded 15 million yuan, which was a "temple of Diamond album" level of certification, is to become a music platform QQ history of the highest sales of digital singles, in addition, "say good cry," QQ music platform is the first and fastest to break through the halls of digital single album Diamond level certification.
And on Sina Weibo, on the same day in the morning, before the hot microblogging search Jay song made ten half are related to Jay Chou new song, ended at 13:30 on the 17th, "said Jay Chou new song good cry" is still ranked in Search list first.
Enthusiastic users squeeze paralyzed QQ music, music Tencent server crash once, not to mention the circle of friends, spontaneously within 24 hours of uninterrupted song scraper, most words appear is the "youth", "feelings", it like a big carnival scene, the fans also address him, "the New Year."
Whether it is a new song from the sales data or influence it, Jay have proven themselves, even if the red for 20 years, there is still the ability to do anything they want pop music, but also highlights the importance of artists to the head of online entertainment content platform.
In fact, Jay itself is a super-IP, through the Internet fans are 20 years of Ebb Tide left behind, basically loyal fans, mention Jay, we think of all youth, feelings, memories of these incite emotional vocabulary. Therefore, compared with the popular small flow of fresh meat, whether it is Jay fans are indeed a notch above the level of economic strength or faithful.
This is why in July of popular niche traffic microblogging war over words charts with Cai and Xu Kun "over the air King" in Jay, Jay can win over Cai Xu Kun. When Jay's influence challenged, those "behind the scenes" fans do not want to compete with the popular niche traffic flow, and highest charting rallied together, the data show, the evening of July 21, Jay Chou Cai Xu Kun is not only beyond words ranked first win and the influence of broken million living in the first full high traffic superstar Cai Xu Kun twice before.
Jay fans can be described as "blockbuster", compared with some traffic niche, these kings relies not on speculation, but the times and memories, which is why some 80, 90 or even 00 after Jay willing reasons for the highest charting.
In fact, the most important thing is the current era of social network developed to provide a great help. Jay spread the rhythm of new songs compare a lot of other songs, a very good grasp.
After the carnival, the fans to calm down and return to the song itself, a lot of negative feedback, not innovative, melodic sounds and other issues are not enough, "said a good cry," considered relatively mediocre songs Jay all songs, but on Jay Chou new song topic still continues.
From Mayday cooperation with Jay chorus called "Hefei", "I'm not a fat person", to face the package, scripts, and MV in a variety of eggs, the details of the excavation, fans like a detective - "poke face recall kill "is" the secret "in the classic action, on behalf of Jay tea shop to open his own house tea shop ......
Since the second half of this year, Jay moves frequently, first announced to celebrate the 20th anniversary of his debut, will launch a global world tour "Carnival" in October this year, tickets are still hard to find the daughter, which I frequently publicize concerts and new songs still Ins messages.
In short, a new song from Jay marketing preheated to formally launched, are favorite topic. Grasp the rhythm of the entire propaganda is very appropriate, which is "to say good cry" can set off topic, causes the explosive spread. .
Zhou Tencent style explosion models put out music, but pay off in the spring musical is a step closer
Jay's new song, let it not only maxed out my circle of friends, but also saved the share price Tencent music. US stocks opened on the 16th, concept stocks generally in the doldrums. Tencent early music disc was diving 1.5 percent, after closing song published share price against the market trend, down from 1.5% up to 1.24%, that is to say, Jay's new song which brought about $ 600 million in market value of Tencent music.
This could be music Tencent did not think the effect, it seems Jay decided then offered to buy the copyright or a right. However, Jay-style explosion models Tencent is still very difficult to save the music in the short run, this is unsustainable relatively successful.
After all, no longer belong to the era of King, now a niche in power flow, and Jay itself has too many can not be copied. As a generation of youth memories, Jay is the lack of a superstar era of timeless symbols, public discussion of its songs have long exceeded the song itself.
And even after the carnival realized that the song itself is mediocre fans could not bear to blame their idols do not take heart, a feeling will sell and then sell it if for doing other small meat may already be severely group of ridicule, but other small fish meat with this would have so much appeal.
Fans in the economy, the love of idols has been quantified to a specific amount, number, and buy the album and endorsement of products is the most direct way to express love, "gave me to buy," "gave me cry," is reflected in spirit from to fully support the substance of their idols, and other small meat fans may not have such a fan of Jay purchasing power.
Offering physical record from the past to now selling digital album is not only a form of change, but the digital music industry chain is facing the market environment, changes in consumer habits and user awareness, which is the middle of a long process. In this process, the Internet companies competing to compete, digital music pattern of constant changes, but the overall size of the market is still growing.
According to iResearch report shows that in 2018 China's digital music market was 76.3 billion yuan, to maintain a high overall growth trend, especially after 2015 under the policy of the strong emphasis on music copyright, there has been 113.2% growth rate . This shows that digital music piece, there is still much room for development.
But the music is Tencent have not been able to make real commercial value of music stand out.
Tencent music Q2 2019 results, its online music (QQ music, cool dog music, cool music) mobile MAU 6.52 billion, but only 31 million paying subscribers, pay rate was only 4.7%, revenue 1.56 billion yuan , the proportion of total revenue accounted for 26.44 percent during the period, while the proportion of social entertainment services business revenue was 73.56%, the gap between the two is still expanding.
After pay for content has become a trend, Tencent music pay rate is still so low, this is another example Tencent music operations means a little unsatisfactory. And just because Jay made a new song will cause the server to crash, paralysis, Tencent indirectly reflects the lack of music in the product experience for the user.
Contrast Netease cloud music, although not up to the number of users online music platform, and lost the "Jay", but by virtue of its socially musical "beats" as well as enough effort in to meet the needs of individual users, from the "Annual song list "to" heart pattern ", Netease cloud music full of tricks, which make it one of the highest users of online music platform stickiness.
According to "the first quarter of 2019 China's mobile Internet industry analysis report" shows that music in the digital music market, Netease cloud music user stickiness was 33.5%, the highest in the industry first.
Recently, Netease seems to cooperation with Ali wore. In early September, Ali $ 700 million investment led Netease cloud music new round of investment, then Ali's shrimp music and a lot of music copyright agency may bring a better competitive chips to NetEase cloud music. Thus, the domestic online music platform duopoly competition was officially formed, Tencent and Netease cloud music music you want to compete, just by Jay this high level of uncertainty, the explosion models can not be copied, it is difficult to achieve the objective.
On the other hand, Jay made from the last song has been a year-long, which is a bit low frequency, in the Internet era of widespread public forgetful alone a year or even take longer to burst out of a paragraph, it is difficult continued.
In any case, many years pass digital music paid in the spring, in fact, has not come, the major music platform music fee income has failed to do it. With the changing times, the Internet will be 00, 10, after they are born, they gradually grow along with their idols bound to stimulate them to produce on the network currently we are perceived madness of consumer behavior.
If Jay activates a large number of old aunt 80,90 old uncles, then this would be a first activation of the existing stock market behavior, make more 8090 idol can pay based on this channel power of music, even though they Jay does not have such a charismatic, but here a lot of stars formed, but also make digital music pay more full of imagination.
So, after being overwhelmed by activating Jay song in the existing stock market, future incremental market rise after 00, 10, paid music and music is bound to usher in the spring derivatives pay its real development.
Music competition for exclusive rights Yin Zhengyi monopoly investigation will be the biggest obstacle for future development Tencent music
In order to improve the online music services revenue accounted for Tencent music value chain to try to get through the entertainment industry by combining all resources depth.
September 17, Tencent music for the first time published its strategy "content, technology, service" at the Singapore Music Matters Asia Pacific Music Forum. Tencent music as a core strategy will be the driving force through "to create content" and "content value-added" strategy, and partners to establish a high degree of openness of the music ecosystem, to explore the possibility of bringing more music.
According to Sina reported that, in addition to having a diversified domestic and foreign music library, Tencent will continue making music music variety show, music, short videos, audiobooks and webcasts and other diversified products. Meanwhile, Tencent Tencent hope that through music music program, live music and all the people K songs and other activities to encourage more people to participate in musical content creation.
Thus, Tencent music is exploring its wide range of road, which is the music must go Tencent footsteps stride. But no matter how diversified income, Tencent exclusive control over music copyright, is currently a huge source of traffic Tencent music. And that is a good thing, but also a hindrance.
Players should know that online music, although recorded music industry for many years, but the real attraction of cash flow caused by head or content, in particular, is the latest head of the content, which is why Jay had triggered copyright Tencent and Netease cloud music music the most direct reason between the wars.
"Exclusive" has been a good way to attract users, many users accustomed to a music after APP is also very difficult to adapt to other platforms. To this end, Tencent exclusive copyright music is spared no expense to build, but also therefore be subject to antitrust investigations.
On the international market, Apple, Google, Amazon, Facebook have suffered a strong government antitrust investigation, punish these astronomical star overseas companies are subject to ordinary company unbearable weight - findings that Google fined $ 2.7 billion, Amazon three anti-monopoly fines add up to 8.2 billion euros ...... under the supervision of the national policy, Tencent Music If you want to master a large number of exclusive rights, exclusive rights to rely on stable growth, will inevitably bring huge antitrust risk survey, which will be the biggest impediment to its development.
The face of contradictory dilemma, Tencent music have to flow from the income side and end are thinking about diversification, and have their own competitiveness outside the copyright, in order to have the opportunity to be more benign and healthy development. And that, alone explosion models Jay is not solved, have to admit, Jay Chou new song, let paid music era indeed a step closer, but as this important partner Jay, Tencent musical way to go long.
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