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The needs of the listener are diverse, and as long as a certain need of the listener is met, it is a song that represents the market. Instead of complaining about users, it is better to firmly cultivate and create in their own field to create a hot single of their own.
Musician An Suyu's studio label INK was on the verge of bankruptcy, relying on the last straw "Obsessed DJ (remix) Version", continuously topped the Kugou Music TOP500 for 19 days, and gained more than 5 billion short video topic playback data. This dramatic fate reflects that the music industry environment is still difficult, what else can you rely on except dream musicians?
<h1>An Suyu: The dream of a post-90s musician has come back</h1>
In 2012, under the combination of FL Studio soundtracks on the computer, the wonderful music came out of the screen, and An Suyu was excited to hear it, in his heart, he was just a music lover before, and now he seems to be able to be a musician.
Before becoming a music producer, An Suyu, like most independent musicians, became the biggest opportunity for them to enter the industry, self-taught audio software and online peer communication, allowing them to officially transform into independent musicians.
Along with the change of identity, there are also questions from around me, "basically people around me will think that I am living in a dream, and some relatives are even more scornful," An Suyu recalled.
But compared with most independent musicians, An Suyu is still lucky, his career has always been supported by like-minded friends, his parents have never opposed his musical dreams, An Suyu was able to carry out his music career smoothly, and his career began to improve.
In the two years from 2016 to 2017, with the vigorous development of short videos and the dust of the streaming media copyright war, the basic rights and interests of independent musicians can be guaranteed, and there is a different channel for promoting songs, and the first spring of independent musicians has arrived. As one of them, An Suyu's singing of "Lack of Oxygen" and "Left Shoulder" have become vibrato hits, and many loyal fans have gathered on streaming media, such as 625,000 people on Kugou who pay attention to An Suyu.
Under the dividends of the times, although the release path of independent singers' songs has been opened, the publicity channels are not smooth. Therefore, the good times are not long, and An Suyu, who is holding a blockbuster, has also entered the industry circle of "non-stop singing, but no heat". Therefore, in 2020, An Suyu gradually shed her identity as a singer, turned to the background, founded INK Studio, and officially changed careers.
INK's main business is music copyright, so An Suyu began to try to make more marketable music. But it is impossible for musicians to fully grasp the market trends. Because even if the three major record companies of Universal, Warner and Sony are broken in the era of streaming media because of the monopoly of publicity channels, they are caught off guard for a while, not to mention the weak independent musicians or music labels.
Based on the above cruel reality, An Suyu wants to grasp the market through his own sense of smell, and also let himself and INK's career line gradually decline. An Suyu said about this experience, "The original intention of making your favorite music is still more down-to-earth than the pursuit of the market. Sometimes it may not be that the music itself is not high-quality enough, but that it lacks the marketing method of Internet thinking, pushing the music to the target group. So it's enough to keep making your own music."
<h1>INK: Ready to close the door, but it has exploded</h1>
After experiencing the above self-reflection, An Suyu returned to the music genre that he was better at and more original. Because of the successful case of the proud work "Lack of Oxygen", in the moment of hearing the iron head MP3 "Obsessed", An Suyu's heart identified this song, immediately bought the copyright, and began to invest desperately.
INK began to promote the original version of "Obsession" to warm up on Douyin, but the data was extremely unsatisfactory. Follow-up An Suyu began to remix and sing remake of "Obsession", the heat has increased, originally planned to take advantage of the chase, increase investment in short videos, helpless "Obsessed" or tepid.
Just when An Suyu's confidence fell back to the bottom, Xiao Lege's cover suddenly appeared, and "Obsessed" finally began to show a little explosive appearance.
The arrangement, production and singing of "Obsession" have reached the best moment, but the bad news of the rupture of INK's funds has been heard. The promotion of the song requires long-term investment, for INK, the original "only owe the east wind", became the "northwest wind", and the closing of the door became a lingering thought in An Suyu's heart.
When everyone thought that "Obsessed" was about to end, Kugou Music's active contact gave An Suyu a glimmer of hope.
With the support of the platform, on the one hand, the financial problem is solved, on the other hand, the platform provides some planning solutions that allow An Suyu to find a point of strength. As An Suyu said about the cooperation with Kugou, "For the support of Kugou music, my intuitive feelings are two points, one is rapid, and the other is accurate. The first point is that all aspects of Kugou Music react very quickly, including promotion, docking, and planning are very fast. The second point is that Kugou Music is very accurate in the selection and positioning of songs, so that songs can become popular faster." Kugou entered the promotion with its self-built MCN matrix and musicians alliance, singer matching, song production and distribution, song promotion, and the help of each link made the "Obsessed" Xiaole Brother edition finally enter the first position of the Kugou TOP500 list.
"Obsession" TOP 500 summit picture
But this is not the time to relax, if the popularity of the song is not all-platform, cross-platform, its commercial value can not save THE TOKEN from the brink of closure. So how should we go next, in order to push the popularity of "Obsession" more widely?
Just when An Suyu was racking his brains to find a way for the later development, he recalled the DJ promotion mentioned at the beginning of the cooperation with Kugou Music, which may be a path worth trying in depth.
DJ music in China is different from foreign DJing, but the song dance remix, like the US Billboard champion single, many are remix version, can expand the single on the basis of the original version of the publicity and market, such as the record-breaking champion list "Despacito", "old town road", etc., are remix version. And An Suyu also found in his own life that China is a big car country, and there is a great demand for rhythmic DJ music, and An Suyu decided to fight again.
Although An Suyu himself is the producer, under the continuous blows, he still hopes to be made by the more famous dragon and Shen Nian, but the finished product has not yet reached An Suyu's psychological expectations. After psychological struggle, An Suyu personally produced "Obsession (DJ Version)", holding the mentality of "even if you fail, you must personally draw an end to your musical dreams".
In the end, all the jokes of fate are just to give people a good news. After the release of "Obsession (DJ Version)", the song quickly became popular, reaching the top of the Kugou TOP500 for 19 consecutive days, and An Suyu and INK finally ushered in a turnaround, and also saw the energy of the DJ market.
Seeing the opportunity, An Suyu began to release a number of DJ music with his friend Wang Xinchen, and successive creations also had direct feedback, giving An Suyu more confidence in pushing the DJ (Remix) version of the music. After the first cooperation between Kugou Music and An Suyu, it paid more attention to the layout of the DJ (Remix) remake market and upgraded the promotion matrix of "Everything can be a DJ". Therefore, the second work "Lost Illusion (DJ Version)" successfully took over the popularity of "Obsessed (DJ Version)", promoted the top of Kugou Music TOP1 for 7 days, and remained at the top of the list for 22 days, and the second hit was born.
<h1>With the expectation of getting better, we embarked on the road to continue creating</h1>
After the collapse storm, Ahn Su Yu and INK have become hot from being nameless. Talking about the changes in mentality experienced in the past few months, he frankly said that he had made two hits, namely "Obsessed with Not Realizing" and "Lost illusion". Especially in the song "Obsession", we spent a lot of thought and made a lot of attempts to achieve results. If your mood changes, you should be more confident in yourself, because you are very confused and worried when you first start doing it behind the scenes."
This confidence is not only the persistence of the cause, but also the creation of An Suyu is more determined in his choice. An Suyu pointed out the negative psychology of many musicians at present, believing that hot orders represent low taste and even despise the market and listeners. But An Suyu believes that "creation is like a well, and the target audience is like the sky at the mouth of the well." As you dive deeper and deeper, your target audience is getting smaller. But as long as it is good well water, everyone will accept it." In fact, the audience is not wrong, the audience can like Eason Chan, Lee Wing Ho, but also do not prevent them from liking music such as "Obsession". The needs of the listener are diverse, and as long as a certain need of the listener is met, it is a song that represents the market. Instead of complaining about users, it is better to firmly cultivate and create in their own field to create a hot single of their own.
Speaking of the future, An Suyu laughed: he and INK will continue to cooperate with Kugou Music in the future, exert the music market, and create the next blockbuster, as a musician, he has also received some practical guarantees, and will be more optimistic about the future than before, and will continue to create his favorite music and DJ remake music more boldly.
At this point, the story of An Suyu's ups and downs is temporarily over.
However, behind the happy ending of "Obsession" is the industry dilemma of "one will become a thousand bones". In the era of independent musicians, music production has doubled, but the publicity channels have not become substantially larger, so independent labels are lined up, the industry competition is fierce, and musicians or labels lack control over promotion channels and methods, and many musicians like An Suyu have not even waited for their "Obsession" to appear, and have left the music industry.
Therefore, independent musicians should focus on doing a good job while also seeking external help. For the current support policy of the music platform, As a successful landing, An Suyu has a say, he said, "Or take "Obsessed with Not Understanding", after the release of the Xiaole Brother version, Kugou Music will start the promotion matrix to continue to exert force. In the case that we stopped promoting, it was Kugou Music that still insisted on delivering and kept the song data growing steadily, which gave us the confidence to follow up with the remake DJ. Maybe without the persistence of Cool Dog Music, everyone will not be able to hear "Obsession (DJ Version)".
From An Suyu's personal experience, it is enough to see that although the music platform cannot completely determine the fate of a piece of music, in terms of publicity and promotion, it can help musicians to send musical works to the fast lane, which supports the policy, and musicians should not be turned away.
The cool dog offline promotion of "Obsession"
Regardless of the strength of support, in general, original music is a difficult road, and the success of "Obsessed" is most inseparable from An Suyu's persistence and original intention. Even if the current environment of independent musicians and independent labels is still grim, but like An Suyu can break the "one hit" spell in a row, which is enough to give the majority of independent musicians the confidence to continue to go, and the rest is the musicians' insistence on the original intention and letting go.
<h1>Precursor topic</h1>
Topic content: In addition to short videos, celebrity covers, DJ remakes, what are the effective ways to promote songs?
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Typography | Anlin