Tik Tok Aauto Quicker Yinzong IP ＂Ambition＂
Do you remember the positioning of the short video at the beginning? Music short video community platform.
Recently, the music of short videos seems to be coming back. On July 4th, Tik Tok music co-singer Hu Haiquan created the first music comprehensive "Hi, listen to me! ",from online Live broadcast to online live show; On July 5th, the column "The Original Singer Comes" created by Aauto Quicker Music Institute opened the King’s Harbor Music Season, and many Aauto Quicker musicians joined hands with the original singer of the King.
Also on July 5th, Aauto Quicker Film and Television Account launched a video in Weibo to launch the Aauto Quicker Women’s Team in the form of a promotional film, although many netizens commented that they didn’t know what Aauto Quicker’s intention was to launch the Women’s Team, whether it was to enter the entertainment circle seriously or just for a publicity. However, the combination of Aauto Quicker Laotie and the women’s group still attracted great attention, and it quickly boarded the hot search in Weibo on the day of announcing the formation of the group.
The two short video platforms have made some moves in the music field. Should we take the music road again or expand the music territory? The love-hate entanglement between short video and music, can we take advantage of the situation to rub out a new fire? After injecting the fresh blood of short video, can Chinese music create a brand-new content ecology?
Tik Tok and Aauto Quicker cross the border.
Self-made music IP program attack
If explosion is the key word of short video platform in the music industry last year, then this year, short video platform shows more obvious action, that is, cross-border.
The cross-border here refers more to the integration of the platform based on the existing resources and advantages, and the innovation of the gameplay activities within the platform and the redistribution of resources for musicians, so as to further improve the efficiency of music distribution, announcement and even incubation, and explore more cash opportunities.
Specifically, how is the platform done? On the one hand, it is to promote the interaction between musicians, constantly invite famous Chinese classic singers, and interact with the new generation of musicians on the platform to enhance the visibility of self-made programs; On the other hand, it is to get through the content linkage. At this point, based on the platform’s star appeal and unique gameplay, different platforms clearly reflect the differences in gameplay.
"Yunpa Music Week" was launched from Aauto Quicker and Taihe Music, and "Lian Mai Yin Yue Hui" was launched, and Jam Hsiao held the first online concert in Aauto Quicker, becoming the first person in the concert of Aauto Quicker star living room; Tik Tok also joined many powerful singers in Chinese music field to launch "DOULIVE Sofa Concert" and "Doulive at the scene".
This time, the music opened in Tik Tok is a comprehensive "Hi, Quan listens to me! In the two-hour live broadcast, in addition to singing songs, there are also forms of talk show, continuous wheat and magic. As the first singer to cooperate with Tik Tok, Hu Haiquan is also like the vanguard sent by Tik Tok to test the water.
In addition to Hu Haiquan’s performance with musicians, friends in the circle, such as Joker Xue and Michael Chen, also helped to appear in the live broadcast room. According to statistics, the cumulative number of people watching the live broadcast exceeded 2.4 million, and the Tik Tok hour list was TOP1, which dominated the list during the live broadcast.
On the other hand, Aauto Quicker reached a cooperation with Emperor Entertainment in the sixth live broadcast of the self-made music section "The Original Sing Comes", and launched a series of activities. Four Aauto Quicker musicians, including Xiaohua himself, KINOMOTO SAKURA Junda, Zhibao and Hong Kong Mongkok Xiaolong Nv Long Ting, joined hands with Joey Yung, Hacken Lee, Twins, Kenny Kwan W. Jr. and Angela Hui. Six King Hong Kong music singers settled in Aauto Quicker, and collectively released videos, covering familiar songs such as "Serenade of the Moon" and "Red Sun", which revived the public’s feelings for classic Hong Kong music.
From the formal point of view, it is more inclined to live music interaction, especially through the form of continuous wheat, so that the cover singer and the original singer can be in the same box remotely, which is relatively weak in appreciation and enhanced in interest.
According to the person in charge of Aauto Quicker Music, The Original Singer Comes is an annual music platform that Aauto Quicker continues to operate and spread throughout the year. It explores the presentation and operation of musicians in the form of columns. It has been launched six times before, including Mira, Hu 66, and Hailai A Mu, the original singer of Teenager, and so on, all of which have gained some attention.
Whether it’s Aauto Quicker’s "The Original Singer Comes" or Tik Tok’s "Hi! Listen to me, these self-made IP columns or programs tailored for musicians undoubtedly provide musicians with more sufficient performance space, making musicians’ personal style more distinct, and the form is not limited to a single performance, but more penetration at the level of music peers and fans.
It is worth mentioning that with the in-depth development of music content on the short video platform, a particularly fierce tug-of-war for copyright has immediately begun.
For example, last month, Jay Chou settled in Aauto Quicker as a spokesperson and opened the first Chinese social media account. Later, he also launched the audio clip and MV clip of the new song "Mojito" on the short video platform in Aauto Quicker for users to use as short video creation materials.
Tik Tok, also not to be outdone, immediately announced that he had reached a copyright authorization cooperation with Jewel Music on the short video platform for all song clips and song MV clips. Tik Tok Station also launched the exclusive song list of Jay Chou simultaneously, including the past tracks and future new songs of Jewel singers such as Yuan Yonglin and Pai Weijun.
The two sides successively won the copyright of Jay Chou’s new songs, and the secret rivalry behind the short video platform surfaced, which also brought more vitality to the music industry. Of course, only when the protection of music copyright becomes subconscious can it help the short video and the music industry to develop together.
The New Cradle of Musical Talents
Will short videos be the future of Chinese music?
The ambition of short video platform is not limited to this. Besides being a channel for spreading music content, it also wants to be a platform for creating music content. For this reason, Tik Tok and Aauto Quicker have successively launched a series of music talent support programs.
On June 22nd, Tik Tok officially announced the branding of Tik Tok music through the online conference of "Invisible Concert", and at the same time launched the "2020 Tik Tok Seeing Music Plan" and "Tik Tok Musicians’ Hundred Million Yuan Subsidy Plan", which is also the first platform in the short video industry to implement the "music subsidy model" for musicians.
Different from the traditional streaming media music platform, as a short video platform to support musicians, Tik Tok will complete an upgrade from the amount of songs played to the amount of songs used. At the same time, it will also launch a live tour of the city and live broadcasts of five major tracks.
In fact, the support of short video platform for musicians can be traced back to a long time ago. As early as April 2018, Aauto Quicker officially launched the "Aauto Quicker Musician Program", which is dedicated to supporting original musicians with musical dreams all over the world, and escorting high-quality original musicians through intelligent and accurate push, 100 million yuan of traffic resources, customized exclusive songs, ace channel publicity, exclusive identity authentication, rich work sharing and other forms.
This year, Aauto Quicker Music also launched an incentive plan of 100 million yuan, and jointly launched the "No.12 Record" annual singing contest with QQ Music. Musicians who passed the preliminary contest will become the first creators to benefit from the incentive plan and automatically enjoy the extra benefits of doubling their income.
According to the data of the platform, in 2019, the Top500 music anchor in Aauto Quicker rose by over 800 million yuan, and the anchor with 10,000 powder broadcasted for an average of one hour a day, with an average monthly income of over 3,000 yuan; The anchor with 1 million powder broadcasts an average of 2.5 hours a day, with an average monthly income of more than 100,000 yuan.
If the competition for music copyright in Tik Tok and Aauto Quicker is regarded as the allocation of current music resources by short video platform, then the competition for music talents by Tik Tok and Aauto Quicker is the layout of short video platform for the future music market.
Short video platforms, represented by Tik Tok and Aauto Quicker, are changing the music ecology of the Chinese music scene through the form of "10 billion traffic+100 million yuan subsidy". The relationship between the traditional streaming media music platform and the audience has been changed by the stronger user participation of the short video platform, and the pattern of the music battlefield may usher in a new reshuffle.
Short video incoming tone integrated IP
What can it bring to Chinese music?
It is not difficult to understand why the short video platform tries to synthesize sound.
With the development of content, music does not only exist as the playing background of the platform, nor does it stay at the level of musicians’ announcement, but based on this, it extends the pan-entertainment ecology that belongs to the short video platform alone. The platform forms a more complete ecological closed loop by constantly intervening in the upstream and downstream of the music industry, such as marching into music variety.
According to Ai Media’s Thirty Years’ Research Report on Chinese Music, music variety has the advantages of being more diverse, younger, vertical and deeper, and has become a high-quality channel for cultivating original musicians and exporting original songs.
If the short video platform deeply enters the sound synthesis, it will have a certain impact on the whole digital music industry. First of all, in terms of copyright precipitation, copyright has always been the key to the short video platform’s efforts in the field of music. Self-made programs on the platform mean that music copyright will be directly given to the platform, which is also the basis for Tik Tok Aauto Quicker to attach importance to self-made IP programs.
Secondly, in terms of music distribution, this has always been a significant advantage of the short video platform, that is, traffic support plus algorithm distribution. The short video platform with many years of experience in advertising has obviously applied this set of combination boxing to perfection.
Finally, in the realization of music IP, whether musicians or music works, the platform has always focused on sustainable long-term value. Nowadays, the diversified business realization mode with music IP as the core has gradually become the mainstream. If the short video platform can expand the existing music IP into music variety IP in the future and explore more ways to realize it for musicians, it will certainly promote the business model of Chinese music to be advanced.
To sum up, compared with the long video platform, the short video platform cross-border sound synthesizer also has its own advantages, which is the unique value of the short video platform. This is not contrary to the long video platform, but the platform uses its own advantages to cooperate and jointly promote the fine operation and industry evolution of Chinese music on the basis of its own differentiated functions.
Source: rhinoceros entertainment, entertainment business observation, etc.