On December 11, Tencent Music held the 3rd Tencent Music Festival in Macao. Nai Wu first popularized the background for everyone, at the first Tencent Music Festival in 2019, there was only one list of the top ten golden songs of the year.
After the list was released, everyone was stupid, except for "Do You Know It or Not" sung by Hu Xia and Yu Kewei, other songs were mostly sung by Internet celebrity singers, two of which were also suspected of plagiarism. That's all, obviously it is Tencent's field, but the top ten golden songs are basically on the vibrato.
Netizens came to a conclusion after a while:
The Chinese music scene is finished.
At the second Tencent Music Festival, the organizers learned the lesson of the first time, and they announced two lists, the first of which was the annual top ten hot songs composed of Douyin Divine Comedy, and the second was the annual top ten golden songs. Nai Wu noticed that the 9 singers in the second list, such as Deng Ziqi, Jay Chou, Li Yuchun, etc., passed the real-name certification, and there was a singer named "Eight Three Dreams" who blatantly ignored the real-name system and participated in live broadcast activities anonymously, and the organizers did not care.
Despite the efforts of the organizers, netizens still did not buy it, and everyone once again shouted that the Chinese music scene was finished.
At this year's third Tencent Music Festival, the list is still two, and the evaluation afterwards is still the completion of the Chinese music scene.
Nai Wu looked at the list, which everyone said was so exaggerated. You see this year's top ten hot songs, Tencent Music has made a huge change, douyin control of the situation of hot songs in the Chinese music scene, and finally was broken by a song from Kuaishou "The Shepherd of the Cocoto Sea"!
Let's talk about the top ten golden songs, Cai Xukun, who won the Golden Melody Award with a song "Feel Her", won the award last year with "Lover", and won the most influential singer-songwriter of the year and the most appealing singer-songwriter of the year.
Tencent Music is very interesting, what are you embarrassed about? Besides, if you look at the netizens' super high evaluation of the two Golden Melody Award winners, don't be too modest.
Friends told Nai Wu that Cai Xukun's award-winning "Feel Her" this year is a black music Soul style, who said that only Jay Chou in the Chinese music scene can achieve a combination of East and West, Cai Xukun is not also able to do it? When Nai Wu watched the award ceremony, he deliberately turned over the lyrics and found that not only did the singers in the Chinese music scene have made great progress, but the appreciation level of fans is also constantly improving.
More than a decade ago, Pang Long just sang a sentence in "Two Butterflies" "Dear You Open Your Mouth", which was sprayed into China's top ten disgusting songs list by netizens, and Cai Xukun sang "Her breath stroked me through the eardrum and greedily devoured the exchanged silhouette", and only female fans screamed in disgust.
There is nothing to study in the top ten hot songs, that is, according to the popularity, Nai Wu focused on the selection mechanism of the top ten golden songs.
Although Tencent Music did not announce the selection mechanism, friends told Nai Wu that the top ten golden songs are actually a monthly wave list selected by free hundred senior composers, lyricists, and well-known musicians.
In this list, you can see a lot of well-known singers, such as Li Jian, Cui Jian, Power Train, Faye Wong, Sun Yanzi, etc., at present, this list is only updated to October, careful comparison found that the top ten golden songs on the Tencent Music Festival are not all from this list rated by professionals. Therefore, how the top ten golden songs were selected is still a mystery.
Naigo tried to find the answer in terms of business model. Most of Tencent Music's revenue does not come from paying for listening to songs, but from music social networking. In 2018, when Tencent Music IPO, this part of the revenue accounted for about 70% of the total revenue.
To put it bluntly, it is that everyone gives the anchor a tip or other consumption platform on QQ music or national K song, which is the basic disk of Tencent Music.
In the past three years, this part of the revenue has shrunk to a certain extent, and the number of online music paying users has continued to grow, from 7 or 3 at the time of the IPO to 6 or 4.
What songs will the anchors in the music social network sing to the fans, probably what fire to sing, after all, the big brother of the list will also be brainwashed by the Vibrato Divine Comedy. What do online music payers pay for?
Friends told Nai Wu that one way is to pay singers who sing well, such as Jay Chou. On this year's National Day, Zhou Dong's listening data on QQ music was 34.54 million, and the second singer was probably a fraction of him.
You know, the daily life of NetEase Cloud Music is about 55 million. Because of its wealth, Tencent Music has 90% of the copyright in Chinese songs, although in the context of anti-monopoly, Tencent and NetEase grant each other 99% of the copyright, but Tencent has always firmly grasped the most important 1%:
For example, Jay Chou.
So users who like such singers will honestly pay every month.
Another kind of love to pay is the fan group of traffic singers. Last year, on the QQ Music digital album best-seller list, the first place was Xiao Zhan, and the second place was Zhang Yixing.
How to buy albums in the rice circle, I think everyone has seen the news, and there are not a few people who buy hundreds of copies. Jay Chou is strong, Jay Chou's fans no matter how strong the purchasing power, can not stand him after marriage 6 years have not issued an album, compared to this kind of singer, traffic singer is the guarantee of revenue.
It doesn't matter what they sing, it doesn't matter if they sing well or not, even if non-fans think I'm on my line, it doesn't matter, as long as they release albums every year, it is a very stable cash flow for the platform.
Of course, the platform is constantly adjusting its strategy. This year, while awarding the award to the traffic star, they invited Jay Chou to sing on the spot, trying to prove to the paying users that no one wants to offend.
So although everyone has said that the Chinese music scene has finished calves for three consecutive years, please take a look at the Tencent Music Festival on Weibo, which has reached 160 hot searches and more than 72 billion reads.
Where is this the end of the calf? This is obviously a brilliant moment that has never been seen in the Chinese music scene.
Jay Chou said at the Baidu Ten Years Music Festival in 2012, don't let the Korean wave become more and more arrogant, Hualiu is the most Giao. You haven't even won the Tencent Music Top Ten Golden Melody Award, what's in Giao?
Notes Company - Occupation is easier to pass
Give me one to look at, and I can pry the whole planet