New Music Industry Watch original article, unauthorized refusal to reprint
Author | Julik
New Zai Press: "Douyin See Music Plan" The new year schedule was launched, and some musicians who had debuted and had representative works were also attracted to participate, and Tang Hanxiao and Yu Jiayun were among the representatives. They are curious about the new means of visual publicity, and hope that their new songs will be seen and used. In this issue of "Seeing the Music Observation Room", I asked Tang Hanxiao and Yu Jiayun to talk about their new works and their understanding of vibrato and visual publicity.
One is a veteran musician who has been working behind the scenes for many years and has created many popular songs such as "Let Me Stay with You" and "The Unknown Generation", and the other is a young singer who became popular with the EP "Happiness Trilogy" during college and successfully held a tour. This time, Tang Hanxiao and Yu Jiayun both chose to participate in the new "Douyin See Music Project" with new songs, trying to use the power of short video platforms to spread their works more widely.
Tang Hanxiao (left) and Yu Jiayun (right)
The "TikTok See Music Project" has entered its fourth edition in 2021. Almost every year, a large number of new singers and new songs are born in the competition, and last year's hit single "Birds and Cicadas" was among them, and the singer was still well known to the public. For original musicians starting from scratch, signing up for the "TikTok See Music Program" is a great opportunity to showcase their works and gain the first wave of fans.
But both of them are already famous, so why did they choose to take on new challenges? Tang Hanxiao said that visualization is definitely the way to listen to or receive songs in the future, and as a musician, you need to learn to adapt to this trend. Yu Jiayun said that he wanted to try whether his music was acceptable to users on Douyin.
The two are singers, songwriters, and producers, and often take into account subsequent publicity when completing a new song. Nowadays, the short video platform has become a new channel for pushing songs, songs will directly face the user's choice on the platform, whether everyone will recognize and use their music, they are full of curiosity about the results.
<h1 class="pgc-h-arrow-right" data-track="9" > new song, see on Douyin</h1>
For the new "Douyin See Music Project", Tang Hanxiao came up with a new work "Goodbye Boy". In the 10 days since its release, the song has attracted nearly 3 million people to use it, and once occupied the first place in the Douyin music soaring list. Artists such as Yang Zi, Deyunshe Wang Jiulong, R1SE Zhang Yanqi and other artists used the song to shoot videos.
"When I wrote this song, I thought of the picture of reading at school and saying goodbye to school, and when I chose the song, I found that this song is especially suitable for young people in the graduation season." Tang Hanxiao said that he also often saw users on Douyin using this song as a short video BGM to bid farewell to the theme of campus.
The theme of the song itself gives the song a clear sense of picture, which just fits the nostalgic mood of netizens. Tang Hanxiao also said that this new work is just suitable for the scene of short videos, and it is fortunate to be loved by a considerable number of young netizens under the spread of visualization.
Yu Jiayun released a new song "The Best for You" on May 20. The lyrics "The wind by the sea, the rain on the eaves, I still like you as much as I go around", which became the confession template for many Douyin users that day, and also quickly appeared on the Douyin hot list. Subsequently, the new song exceeded one million daily broadcasts on the streaming media platform, landing on the soaring song chart and the top 10 of the new song list.
Yu Jiayun has previously been welcomed with gentle love songs, the new song just fits the confession scene of 520, netizens also give full play to their imagination, a soulful song, a beautiful disguise, some records of life bits, have become the expression of love in the song's mood. The topic #520 best moment associated with the song is that you have played more than 160 million times on TikTok.
The new songs of the two just have a specific and clear sense of picture, and there is room for imagination to play, so that Douyin netizens have the space for secondary creation, which accelerates the spread of the song.
"Douyin is now an important publicity medium for creators, and any song has its own way to naturally ferment in the ecology of the platform, and this natural fermentation is sometimes more correct than the preset path when the creator writes the song." Tang Hanxiao said that musicians only need to do the music well, and after the creators of each short video like the song, the creativity in dissemination and promotion will be more brilliant than the musicians think.
"Why not make your music more widely disseminated through new channels?" In Yu Jiayun's view, his song audience is relatively vertical, "just relatively popular in niche music." However, on Douyin, the spread and diffusion of songs is often unexpected, and the user's feelings about this song will also be directly fed back to the creator himself. This way also made him feel fresh.
Tang Hanxiao
<h1 class="pgc-h-arrow-right" data-track="19" > short videos spread so that they can be seen by more people</h1>
"Every musician who makes a song must want to be heard and seen. Someone is listening to and using our music, and that's certainly something that every musician wants. Tang Hanxiao said that this is also his original intention to release a new song on Douyin.
Not long ago, Tang Hanxiao participated in the variety show "Praise for Songs" jointly produced by Zhejiang Satellite TV and Douyin. In the first two episodes of the show, he won consecutive championships with two songs, "Mud" and "Green". As a singer, Tang Hanxiao's popularity soared, and his songs were widely used on Douyin, ranking at the top of the charts on major music platforms. "Suddenly there are so many netizens with huge traffic to help you spread the song, which is a very tempting thing for the creators." He said.
After debuting as the national champion of "My Type Me Show" in 2008, Tang Hanxiao has been engaged in behind-the-scenes music creation, and after composing many popular songs for others, he did not publish his debut album "Apollo" until 2020. He wanted his music to be as perfect as possible, so he was always less confident to be on stage. Winning consecutive titles in "Praise for Songs" helped him build up his confidence as a singer.
After experiencing the affirmation of the audience in the first period, in the performance of the second program "Green", Tang Hanxiao was obviously more relaxed and enjoyed. He said, "The success of the show made me love the stage even more and made me feel the happiness of singing on the stage." The adaptation of the two songs in the show is also based on his understanding of the music of the short video era, and this creative thinking is now applied to his new songs.
"Songs need to be involved to have resonance, and participation is that everyone needs to be able to participate in it." As a musician, you have to constantly study the market, and it is the highest level to achieve elegant and popular appreciation, but it is also really difficult. Tang Hanxiao said.
Yu Jiayun is also a singer and creator, who was still studying at the university in 2016, and was welcomed by the younger generation of fans with his EP "Happiness Trilogy" that included three songs: "I Want to", "With You" and "Together Again". He is good at imitating every inadvertent moment in life, singing those happy fragments full of sweetness, and songs such as "And You" are also quite popular with users on Douyin, often becoming the BGM of short videos on the theme of love.
Yu Jiayun said that he will take the producer's thinking to create, in the process of song creation, often consider the spread of later songs, will analyze the current trend of the music market, and will also take into account the audience of the song. "I want to know what they're doing, I want to know about their lives, I want to know what kind of group my fans are, I want to know what kind of group my music is more touched by." Yu Jiayun said.
Online, he interacts with fans from time to time. Whenever a new creation comes out, he uncontrollably wants to share it with listeners and fans. After the release of the new song "The Best for You", some fans asked when to start the tour, and Yu Jiayun replied: "The new songs are all there, you say?" ”
Yu Jiayun, who has a sense of networking, has gained a considerable number of loyal fans. He has also analyzed his fans - young people are the mainstay, girls prefer to use song mood with romantic scenes to do secondary creation, and male fans will choose to cover songs. The use and dissemination of his music by these fans has made him familiar to a wider audience.
Yu Jiayun
<h1 class="pgc-h-arrow-right" data-track="31" > the transition from hearing to seeing</h1>
Tang Hanxiao and Yu Jiayun are usually users of Douyin, and they obtain various knowledge and information such as history, science and technology, and sports through Douyin every day. The spread of music on TikTok is also the object of their attention. There is a consensus between the two people: short videos and visual communication are already the popular trend of music communication, and the transformation of music promotion from hearing to seeing is real, and musicians inevitably have to adapt.
At the beginning of the birth of the music industry, songs were disseminated through musical notation, and then successively experienced the change of vinyl records, tapes, CDs and other carriers. After the advent of digital music, music began to break away from the materialized way of dissemination and enter the Internet era. The birth of short video has brought a new channel revolution to the music industry.
"I myself am slowly turning to the short video dissemination method, because people will spend more and more time on it." Tang Hanxiao said, "The music industry has actually been changing, not only in the current short video, but also in the previous decades, the first one or two hundred years, it is also changing, I think everyone has to face the change." ”
"Even if you're not used to facing the camera, now it's such a being that you have to face it." Yu Jiayun believes that the arrival of the short video era is a "small challenge" that musicians need to face. If he often brushes a song, he will also observe how high the user conversion rate of the song is on other playback platforms, and search for the real-time popularity and index of the songs on the major charts. "I will pay attention to the frequency and number of times that the Douyin user took the initiative to search for the song for the second time after listening to this music, which is a research homework that I will do."
In addition to daily observation, before participating in the "2021 Douyin See Music Plan", both of them also had practical experience in music promotion on Douyin. Yu Jiayun has participated in the Douyin Divine Comedy Challenge, covered "The Shepherd of the Cocoto Sea", and also uploaded a video work of piano playing and singing "With You", inviting netizens to sing together. Tang Hanxiao has personally recorded a number of song cover short videos, according to the short video data feedback, he will analyze "why this song I think is very good, but the data is not good."
Affected by the epidemic, many foreign music masters have successively set up video teaching on the Internet, and many musicians have also communicated with fans through video and tried online performances. This has prompted more musicians to change their mindset and more actively use video channels, including short videos, to disseminate their creations.
"It feels like a lot of people who were far above the altar have started to make videos, and that's the trend, and everyone communicates through videos. Now the concept of star is also different from before, all Internet celebrities are also stars, and users pay attention to these people through videos. Tang Hanxiao said.
In his eyes, short video content is also undergoing evolution: on the one hand, in the dissemination of video, all creators are becoming more and more equal. A once great musician or producer, everyone may not buy it, everything is judged by the user's own preferences; on the other hand, the video content will become more and more abundant and more inclusive. Because many professional talents have begun to use short videos to spread, in addition to grounded content, high-level content will be more and more, and it is easier and easier for fans to obtain music knowledge through the Internet.
Tang Hanxiao believes that no matter how the channel changes, good music will certainly be perceived by users, and works that are retained by time will be born on short video channels. For musicians, as long as they do their music well, users will naturally give a fair judgment.
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*The pictures in this article are all transferred from "ELLEMEN New Youth"