2021 is about to pass, the epidemic has not yet dissipated, each ordinary person's experience and life state are different, expectations, dreams, emotions are different, which means that "you and I" like different types of music and singers.
Author | Cindy
Edit | Yang Ming
On the evening of December 11, the 3rd TMEA Tencent Music Entertainment Festival (hereinafter referred to as TMEA) arrived at the Cotai Arena at The Venetian Macao as scheduled.
As an annual summary and award ceremony with "musicality" as the core, TMEA has become a "Music Spring Festival Gala" comparable to the popularity of the Spring Festival Gala and even the benchmark of digital music in the world since it was held at the end of 2019.
In this special and ordinary 2021, compared with the previous two years, TMEA is not limited to the convergence of the top lineup, nor is it only concerned about the global music industry and life, but with the theme of "Let me sing a song for you Sing For Music", by focusing on every tiny individual in the big era, to record the warm moments related to dreams, companionship, protection and exploration in the past year, to create a "music festival that knows you best".
"Understand you" is a key word from the perspective of each user - Tencent Music has more than 800 million active users, bringing together the most extensive music fans in China. Similarly, every singer standing on the stage has hundreds of millions of fans behind him. The superposition of the two means that the audience covered by TMEA has long been not limited to the audience and fan circles, but needs to be further "out of the circle" and enter a more popular vision in the group resonance.
The world is full of ups and downs, only music is always accompanied. So, can TMEA successfully use this to "go out of the circle" so that every group and everyone can find their own Sing For Music (that song)?
01
The song "Know You And Me Better"
From the effect point of view, with 46 groups of top singers and musicians, 58 golden songs singing, creating 100+ hot searches of the third TMEA, indeed further successfully "out of the circle", so that more fans, from which to find "more understanding" of their own song, as the Weibo topic said, "with music to pay tribute to you and me in the era", has become where most people feel empathy.
This can be seen from the heated discussion of countless netizens.
"The irritable essay week was completely healed by the beautiful voice of "Send You a Little Red Flower."" This is in zhihu, a netizen high praise reply.
"Ten years ago, your favorite was Mayday, and my favorite was Rene Liu, but I couldn't say that sentence. Ten years later, they are united, are you okay now in the distance? On Weibo, a girl said she regretted not being able to say the words "I love you."
"I deliberately changed shifts and stayed in front of the computer from 5 o'clock to 11 o'clock. It's not easy for everyone, and it may be enough to listen to their favorite music. A taxi driver who runs for life all year round said that when he is over 30 years old, the greatest joy of life is to repeat Jay Chou's music indefinitely.
To do this, it is not simply to rely on its strong top lineup - the third TMEA, which brings together 46 top singers in the Chinese music scene, such as Jay Chou, Mayday, Rene Liu, Cai Xukun, Xue Zhiqian, etc., a new generation of popular singers, original musicians and all-round high-quality idols.
Among them, Jay Chou, as a guest of honor, used the classic tetralogy of "Give Me a Song Time", "I Don't Deserve", "Quiet" and "Trajectory", which awakened the youth memories of the 80s and 90s, and #Jay Chou yyds# topped the Weibo hot search list.
The fanaticism of the top fans is only one aspect, "the most understand you and me" to achieve the heat out of the circle, the important thing is that TMEA captures the emotional resonance of every ordinary person.
2021 is about to pass, the epidemic has not yet dissipated, each ordinary person's experience and living conditions are different, expectations, dreams, emotions are different, which means that "you and I" like different types of music, singers' music - want music to "understand you and me" more, only by adopting a different style of musician linkage, in order to meet the audience of different generations, different styles, different demands.
The common denominator is the warmth, love, comfort and sincerity that music, the eighth largest art in the world, can bring.
This is at the heart of this year's TMEA theme. The four chapters of TMEA, from "Let me sing a song for the omnipresent love", "Let me sing a song for the unremitting dream" to "Let me sing a song for the extraordinary you", "Let me sing a song for every TMEA you", are actually through the slice of ordinary life, to see every serious life, unique you, to sing a song for the people you care about and love.
"Send you a little red flower and reward you with the struggle of each fate." For example, "Send You a Little Red Flower" was created by the creator Zhao Yingjun during the period of suffering from illness, but what was shown in it was not pain but laughter on life, so Zhou Shen's clear voice touched countless netizens, "a mouth is a broken defense".
In fact, Zhou Shen's special performance in "Send You a Little Red Flower" in series of annual golden songs is not only a tribute to Zhao Yingjun, but also a tribute to those retrogrades who walk in difficulties, and thank all retrogrades for their bravery, responsibility, dedication and dedication.
For another example, Mao's "Diary of the Sea" sung for the long-distance travelers, so that the hearts of those who were wandering outside could be soothed from the song. And three members of the different generational boy bands- Yao Chen, Li Wenhan, and Zhang Yuan, led everyone to see the colorful dream-chasing life.
The power of music is complex and diverse, and anyone can find their heart in it. The group NAME, Lai Meiyun, Meng Jia, and JiKe Junyi represented music girls with different distinct personalities, singing the great "Her Power" together. The two songs sung by Tencent musicians HomeBoy Ye Fenghua and Zhang Yuhan tell the growth stories of dreamers and introverts respectively. Mayday and Rene Liu's "immortal combination" has allowed more people to find traces of time and songs that have touched them.
Such a story runs through the singing of every singer - behind each song and cross-time, cross-generational dialogue, there is a unique story that stirs the heartstrings of a certain audience group, and feels understanding, recognition, love, encouragement and healing in the song, which makes the topics related to the TMEA festival always maintain a very high degree of discussion on major social platforms and successfully "go out of the circle".
02
Years of content and technology
It is certain that in the current special context, more people can harvest emotions, connect emotions and see hope through this music festival.
That's why the festival ultimately "got you and me" and the key point that TMEA tried to thoroughly elaborate with a comprehensive event. As the host Hua Shao said: "For every serious life, unique you, TMEA wants to use music to give you the most sincere companionship and warmth, share your happiness or sorrow, and heal the hidden pain left by those sharp years in your heart." ”
As a pure music festival, TMEA has created a grand event thanks to the accumulation of TME's ability to integrate, shape and precipitate resources, products and technologies over the years.
From the content side, in addition to well-known artists such as Jay Chou and Mayday, more fresh blood has joined, so that more musicians can be "heard" as the basis for the growth of the Chinese music industry and the continuous "out of the circle".
As we all know, as the main platform for China to open the era of music legalization, TME has created a complete ecosystem that allows musicians, listeners and other upstream and downstream industrial chains, as well as China's digital music industry, to benefit. A data can show that under the leadership of the platform led by TME, the output value of China's music industry has climbed from 19th in the world to 7th in the world in the past few years.
Especially after proposing the "one body, two wings" strategy this year, major upgrading of the organizational structure, setting the two core directions of content and platform, introducing, co-creating and promoting high-quality music content through massive resources, and elevating the content link to an unprecedented height, a large number of original musicians were able to emerge with projects such as "Tencent Musician Plan", "Bole Plan" and "Force Stage Plan", and finally appeared in the center of the TMEA stage.
For example, Homeboy Ye Fenghua and Liu Shuang, who jointly appeared on the TMEA stage this year, are newly grown original musicians.
With the grand ideal of inheriting Cantonese culture and promoting Cantonese rap into mainstream music, Homeboy Ye Fenghua won the rookie champion of the Global Cantonese Singing Competition "Wheat King Battle" at the age of 18, and after challenging the "Force Stage Plan" as a Tencent musician, Homeboy Ye Fenghua broke all the way from the "city stage" to the "assembly stage", from the live house scene of hundreds of people to the TMEA festival stage with tens of millions of audiences.
For original musicians, this is a rare opportunity in the traditional music era. Similarly, in the autumn of 2021, "Mohe Ballroom" became popular, and for The songwriter Liu Shuang, a Tencent musician known as a "music novelist", the song "became popular" just began, and a few months later, through the TMEA stage, it announced to everyone that love has never left, triggering huge resonance among netizens.
In addition, Chace, CORSAK Hu Mengzhou, Willim Miao Weilin, Five People and many other new voices in the Chinese music scene also bloomed at the TMEEA Festival.
At the same time, TMEA also became the debut stage. Liu Yuxin's new song "Baby I Know" was launched during the day and debuted in TMEA at night; in addition to the song debut, the stage debut of the NAME group was also in TMEEA.
From a technical point of view, TME's technological innovation around music over the years is also the key to enabling TMEA to accurately pluck the heartstrings of the audience with each song.
As a very old industry, every major development of music comes from the innovation and promotion of technology. In recent years, TME has continued to increase its technology to promote the higher quality development of the digital music industry, and various styles of good music have emerged.
Music critics still have a variety of tastes, how to use a more objective perspective to select good songs from a large number of music, so that fans can more easily and accurately identify the songs they are looking for?
This still requires technological innovation. In order to make music "more understanding" for users, whether it is the AI push song platform "Xingyao Push Song" launched by TME's Kugou Music this year, or the "Listening to Songs and Recognizing Songs" launched by QQ Music Lyra Lab, it can push songs fast, precisely and accurately to a large number of potential users, catering to the trend of aesthetic personalization and differentiation of users listening to songs.
In addition, the positive model technology (PDM technology) used by TME can independently identify songs with explosive potential, increase the distribution of these songs, and increase the spread of these songs. A large number of "blockbuster" hot songs such as "Micro", "Convergence", "Brazen", "Mohe Ballroom" and so on, all of which are full of fire in the whole network with the full impetus of PDM technology.
The use scenarios of these technologies are not just for song distribution and musicians out of the circle. When the audience feedback to the platform, it becomes the cornerstone of the platform to further understand the audience, and finally feeds back to the TMEA, which is the audiovisual presentation of "know you better".
03
Get a glimpse into the chronicle of the Chinese music industry
"This trophy is a bit heavy for me and I'll feel it well." As the winner of this year's TMEA Most Influential Producer of the Year Award, Cai Xukun said so when he took the stage to accept the award. When INTO1 won the Annual New Force Group, Vice Captain Bo Yuan also spoke: "We will continue to move forward with this honor and cherish every stage." ”
From Cai Xukun to INTO1, the TMEA trophy is also undoubtedly very important to them. Indeed, since the 2019 festival was held, more than 100 trophies awarded by TMEA have become a highly glorious blockbuster in the Chinese music scene.
In November 2019, TMEA was officially unveiled as the annual grand ceremony of Tencent Music Entertainment Group. At that time, Peng Jiaxin, executive chairman of Tencent Music Entertainment Group, said at the launch of TMEA: "As the leader of China's online music entertainment services, Tencent Music Entertainment Group hopes to build an international bridge for Chinese music to release cultural charm and market value through the TMEA festival, so that the industry can benefit, musicians can benefit, and ultimately, enjoyers."
Today, the TMEA festival, which has gone through three sessions, is not only a record of the growth of the industry at the end of the year, but also an important exploration of the future development of the Chinese music industry.
Looking back on 2021, it is also a year in which TME continues to expand its depth and breadth after de-copyright exclusivity. On the one hand, TME deepens the construction of a leading music content industry service system based on the "one body, two wings" strategy, continues to strengthen music production capabilities, and meets the needs of users for diversified content; on the other hand, TME continues to expand its industrial breadth around new technologies and new media, and at the same time continues to deepen ecological cooperation with Tencent Group and the upstream and downstream industry chains of music to expand the music value space.
Judging from the latest financial reports, TME online music users continued to re-stream, with a net increase of 13 million monthly active users in the third quarter to 636 million. At the same time, the number of independent musicians has exceeded 260,000, and in the past year, the number of musicians with a total income of more than 10,000 has increased by 6 times, and the number of musicians with a monthly income of more than 10,000 has increased by 9 times, and the living conditions of musicians have been greatly improved.
It can be seen that as the Chinese music market enters a new stage, Tencent Music, which has completed the strategic adjustment of its business and products in the past year, is constantly achieving self-evolution through a number of initiatives and steadily moving forward along the new route.
From the perspective of TMEA itself, whether it is influence, artist specifications, stage effects, award settings and other aspects, it can be called a new benchmark for domestic music festivals and an amplifier of the value of the Chinese music scene, and the new wave of Chinese music can also be heard by the world.
In the series of each year, a chronicle of the Chinese music industry written with excellent musical works can be glimpsed.