New Music Industry Watch original article, unauthorized refusal to reprint
Author | Julik
Musical score is an ancient musical carrier. The world's earliest musical score comes from the Mesopotamian plain in 1400 BC; in China, it is said that there was a notation in the Zhou and Qin dynasties, and the earliest musical score that has been preserved so far is the Southern Dynasty Liang Dynasty hermit Qiu Ming's "Jieshi Tune Youlan", which has a history of more than 1500 years.
Until the first half of the 18th century, the score was still mainly copied by hand, and only a few people could read it, and the stories of Bach stealing the score under the moon and Mozart's memory brain to supplement the score were passed down from generation to generation.
Since the beginning of the 19th century, with the continuous development of printing technology, musical notation has gradually become popular, becoming a treasure book for music fans to learn and play music. In order to better study the masterpieces, music fans will also collect good scores everywhere.
However, even in today's highly developed information dissemination, it is not an easy task to obtain a good score. Search for the word "sheet music" on the Internet, and you will find that posts of "finding score" and "seeking score" abound.
But now, there is a more reliable way to find musical scores.
The score function is new
"The guitar burns early." Under the guitar score page of Eason Chan's "Love Transfer", we saw such a comment, although it is a joke, but the user's demand for the score is real.
On November 12 this year, NetEase Cloud Music announced that it has reached a cooperation with the world-renowned digital music subscription library nkoda to launch millions of genuine scores. There are works by classical masters such as Bach, Mozart, Beethoven and Chopin, as well as classic songs by well-known jazz and pop singers such as Ella Fitzgerald, Billy Halledet and Frank Sinatra.
Within NetEase Cloud Music, the scores of a number of classical masters have been launched
The score function has been widely praised by netizens, and one netizen left a message on the Internet saying: "This function is fantastic, this is a plus!" ”
More than a month after the nkoda classical music score was launched, NetEase Cloud Music launched the function of "user upload score", and netizens can upload their own music score to the platform for free use. At present, the scores currently uploaded by users are mainly the works of popular singers, classic guitar playing and singing works and traditional famous songs.
While playing the song, click the More button in the lower right corner to find the score display button and open the score to browse the pages. Click on the score to enter an immersive full-screen viewing mode that can manually zoom in to view the score details. If an error is found in the score, the user can click the error correction function to help the platform correct the score error.
Learning music on the Internet has become a common practice, the teaching video in the b station has become the ladder for many music lovers to get started and grow, and now, the music score function of NetEase Cloud Music provides a new tool for music fans to learn music. The score uploaded by the user, together with the classical score of Nkoda, will become a learning tool for the villagers of Yuncun.
Cloud Village was originally a community built around music playback, user upload content and related interactive functions, and the score function allowed "villagers" to easily use the score to learn and understand music.
Unlike the content uploaded by other users, the score has a stronger practicality, which not only enriches the community interaction, but also gives music players and musicians more reasons to stay in the cloud village and play music.
Why is the score worth paying attention to?
As an ancient musical carrier, musical notation is the inheritance of the ingenuity of generations of music masters. Whether it is a unique classical score or an easy-to-learn guitar score, it is a record of the core of music, so that music can be passed down from generation to generation, and it will continue to flourish.
Learning the musical creation wisdom of predecessors through musical notation is the starting point for the growth of each generation of musicians. Classical music scores are the product of the masters' elaborate designs, and simple and easy-to-learn guitar scores are the entrance for music lovers to enter the temple of music.
The fact that musical scores have been valued is related to the increasing attention paid to quality education in China. According to data, art courses have become the most selected quality education courses by parents, accounting for 71.8%, of which music training programs account for the highest proportion, at 50.4%.
Music education is receiving more and more attention, and the expenditure on music education in ordinary families is also increasing year by year. According to the data of the "China Music Industry Development Report", the size of China's music education and training market in 2019 is about 92 billion yuan, and it is expected to maintain a growth rate of 8% in the future, and in 2021, this figure may exceed the 100 billion mark.
Source: China Music Industry Development Report
In such a context, it is not surprising that the music platform has exerted its strength in the function of the score. The more children who practice, the stronger the demand for musical scores.
The notation function not only provides a new way for music fans to appreciate music, but also creates a new music learning space, so that music lovers can access more classic works and absorb the nutrients.
Musical score is also an important way for music fans to know the creator, through browsing and learning the score, the creator and their creative concept will gain more awareness. Let creators be understood, which is one of the purposes of NetEase Cloud Music's launch of the "User Upload Score" function, and it is also in line with NetEase Cloud Music's strategy of supporting original music and attaching importance to creators in recent years.
When creators are valued, more people will be willing to join in music creation, and for the vast number of Z generation and younger generation users on the NetEase cloud music platform, music score will open a new window for them.
Since then, we have studied music in Yun Village
Up to now, NetEase Cloud Music is not only the largest and most active music community in China, but also the largest "online incubator of original musicians" in China, with more than 300,000 musicians.
Not long ago, NetEase Cloud Music was successfully listed on the Hong Kong Stock Exchange, and the concept of "music community" was initially recognized by the market.
Before and after the listing, NetEase Cloud Music increased the support of original musicians, launched the Ladder Plan 2022, launched the Music Score Collection, and recently launched the internal test of the Beat platform.
Where will NetEase Cloud Music, China's largest "music community", go in the future? This series of combination punches brings us new thinking.
Musical score is ultimately a learning tool. The score function was launched, so that the "cloud village", which was already a highly sticky "community", extended a new dimension in terms of function and interaction, not only a "music community", but also a "learning community".
"Learning" is a long process that stretches the timeline of growth for musicians, increases stickiness between users and the platform, and brings potential revenue streams to the platform.
As mentioned above, with the improvement of Chinese family living standards, music education expenditure continues to grow, on the other hand, with the sinking of music creativity, the majority of music players and musicians have a strong demand for "learning".
And Yuncun is also becoming a learning database and a space for learning and exchange. Users can carry out score learning and communication on the platform, which can improve users' attention and use time, thereby broadening the platform attributes and promoting the exploration of new revenue models.
At the same time as launching the score function, NetEase Cloud Music has also opened the internal test of the Beat trading platform, and plans to provide systematic Beat trading services. The Beat deal is a new market, and buying Beat creations is becoming popular among the younger generation.
The vitality of the content community depends not only on the stickiness of the social community, but also on the growth space obtained by the community members and the consequent release of productivity.
From the development of content communities such as NetEase Cloud Music, b station and Zhihu, we can feel that the younger generation of Internet users has strong productivity, and how to make this productivity truly implement into valuable content is the key to the future development of the content community.
The advantage of Cloud Village is that it is not only a "content community", but also an output platform with strong productivity. The productivity of original musicians has been greatly released, more than 300,000 resident musicians have contributed more than 1.4 million songs to Yuncun, and the vast majority of young users in Yuncun also have the inherent need to learn music and grow into musicians.
The launch of the score function and the internal test of the Beat trading platform is a big step forward for NetEase Cloud Music: on the basis of the original content community, it creates a greater learning and communication space for community members, including ordinary users, music players and musicians, broadens the dimension of growth, and makes everyone willing to stay in the cloud village to continuously learn, grow and become talents.
With the continuous introduction of new features, the Yuncun ecology is no longer limited to the "music community" and has begun to develop in the direction of a comprehensive "sound community" and a "music learning and exchange platform". Whether it is a "community" or a "platform", the continuous release of user productivity will eventually promote the prosperity of Chinese audio content and original music creation.
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