Editor's introduction: Nowadays, there are more and more vibrato divine comedies, with brainwashed melodies and catchy lyrics that are popular all over the Internet, but these are inseparable from the behind-the-scenes drivers behind the Divine Comedy. This article will share with you the exclamations of the promoters about their work, how did the Divine Comedy come to the fore?
"The first thing I wake up every morning is not brushing my teeth, I will see if my songs are on the list, and then look at how much the original sound is used, and then look at the amount of topic. My life is controlled by data, every day is this, and it's the first thing to do when I wake up. Zhou Lun, who is engaged in the planning of vibrato hot songs, said to us.
Ring ah ring!
Dangerous danger dangerous, ye ~ long time no see ~ ~
You are my baby, baby baby...
Wrapped up in the TikTok algorithm, these music has penetrated into the cyberspace life of most people. This kind of music that is mainly promoted by the main promotion platform on Douyin, dominates the screen on Douyin for a period of time, and is brainwashed by melody is called "Douyin Hot Song".
The origin of the vibrato hot song is a very memetic pollution effect of the divine song - "Learn the Cat Call", in that year when the vibrato algorithm was not yet mature, the brainwashing simple song was accompanied by a juvenile gesture dance, and the song swept the entire vibrato with the attitude of locust transit. The copyright owner has made a lot of money, and at the same time, the domestic music copyright owners have noticed the power of Douyin as a song promotion platform.
Countless copyright agents and record companies have heard the wind and turned the bow of the ship to focus on the cake of Douyin promotion, and Douyin has since become the main battlefield for music promotion in the new era of the Internet.
In June 2021, the Little Deer Antlers think tank "China Music Marketing Development Research Report" showed that 52.3% of the practitioners engaged in entertainment companies said that the largest channel for the publicity budget of the new song promotion project was the short video traffic number, and the report also showed that the respondents believed that the short video platform was the most effective media channel for pushing songs at present, and the music streaming media platform ranked second.
On Douyin, at least 100 new songs are put into the traffic pool every day. This has also spawned a new profession: vibrato hot song planning. We chatted with a few of our friends in the hot song manufacturing chain and shared their stories here.
<h1 toutiao-origin="h2" >, "I rely on marketing channels, and now I earn 100,000 yuan a month, which only takes more than a year." ”</h1>
"My job content is to do marketing number channels for copyright agents, platforms, and labels with promotion budgets. Now the monthly income is 100,000, which only takes more than a year. ”
Bao Yongqian joined the Tuige industry at the end of 19 years, and he saw a marketing account when he brushed Douyin, and he thought that he could also make a similar account. In the process of operating the account, he received a lot of demand for pushing songs, so Bao Yongqian built a batch of his own song promotion matrix. "After pushing the song matrix up, it began to slowly transfer channels, and there was no energy to operate the previous account, and it was all sold."
Through the community, registration, and private message contact on Douyin, the account number in the library is gradually enriched, and Bao Yongqian's orders are also increasing.
The routine of pushing songs is actually relatively simple, and the traffic algorithm based on vibrato needs a large number of marketing numbers to lay out in the cold start state of a song (referring to the fact that the song does not have any heat). Generally speaking, when users can brush this song on Douyin, it means that the promotion of this song has begun to be effective, and the current stage of the song pushing process is very dependent on the marketing number.
Bao Yongqian has no rest days, and the orders introduced by old customers are endless. He said, "We've never done marketing, not even a PPT profile. ”
"The biggest impact of pushing songs on my life was that I lost my hair. There are too many lists. ”
The promotion effect of most songs is unpredictable, and some copyright owners will blame Bao Yongqian for the poor promotion effect, which is the most devastating thing for him. "Every song we sing is very careful, and Party A feels that we are perfunctory to them. They won't say it explicitly, but they won't look for me again. ”
"I think I have so many customers, who do you love to find?"
Bao Yongqian received a special project last year, which is a blockbuster song that will occasionally be heard on major platforms and streets and alleys to this day. "This song is the pinnacle of the push song circle, and no one can surpass a song."
The concept of marketing number in the public impression may be derived from the entertainment marketing number of the rice circle handling information, but there are many types of marketing numbers on Douyin, which are often used to push songs, including editing, scenery, copywriting, music, and stars, and The work content of Bao Yongqian is to choose the right channel according to the characteristics of the promotion song and the needs of Party A, and to prepare the price, execution, and settlement.
"According to the promotion rhythm and budget, there will be several waves of promotion, the types are different, and each time the bottom is dozens of numbers." Some party A's needs are very urgent. ”
The promotion budget of this song Party A is not much, but this song has only been put into the promotion process for one round and has gained popularity. In a total of one day, the peak index of QQ Music's song rose by more than 10 million. Bao Yongqian described the mood at that time as "that feeling was very scary! ”
In the final stage, all douyin and various online platforms and offline stores are playing this song, and Bao Yongqian feels a very great sense of accomplishment, although the popularity of the song has nothing to do with his own income. "Let's be honored with you."
"Of course, there are also a lot of songs that have invested half or six hundred thousand without a little splash, and there are too many songs that have not risen, and it is good to be able to get up 5 songs a month."
<h1 toutiao-origin="h2" >2, "I spend most of my time making music junk." ”</h1>
Lu Xiao previously worked for a copyright agency and needed to listen to more than 100 demos (song samples) a week, from which to select potential songs for promotion or resell to other copyright demanders.
The media channels for promotion are mainly vibrato and music streaming platforms, after selecting the appropriate demo, it will be handed over to the arrangement for post-production, and it is necessary to contact the appropriate music streaming platform to communicate and release during the same period, get recommended bits and traffic support, and then write song promotion planning for the vibrato platform.
Quality demos are hard to come by, almost one in 100. Lu Xiao described her kind of work in one sentence: "There was a gold rush in the past, and there is a song rush in the present." It was as if I was picking grains of rice out of every day. ”
The vibrato hot song industry has spawned such a group of songwriters, "what song is hot, they write what kind of song", they "mass-produce" music according to some routines of vibrato popular songs, and the phenomenon of content homogenization, plagiarism, and set version is rampant.
In a collaborative project, Lu Xiao was responsible for the pre-production of a custom song. The songwriter sent her a demo that was highly similar to the classic song of the 90s national rock band in foreign countries, and she said that she rejected the demo with anger and courtesy at that time, and directly pointed out the title of the song from a similar melody source.
It was a very awkward scene. But Lu Xiao could no longer take care of the other party's emotions. "I can describe that the popularity of this song is equivalent to Lin Junjie's 'Gangnam', I understand that the songwriter needs a lot of output every day, and the quality of the demo may not be so high, but I can't accept him perfunctory himself, but also perfunctory, perfunctory music." 」 When he said this, Lu Xiao indignantly lit a cigarette and directly dropped the soot bomb on the ground.
"But in fact, this kind of copy and paste is countless on Douyin, and the chorus melody of "Simple Happiness" that exploded before is the same height as Xu Song's "Why Not"."
Lu Xiao has honorably retired from the position of hot song promotion planning and devoted himself to content production. For young people who really love music and have a vision of original music production, Lu Xiao warned them with a hot meme: "Don't get close, otherwise you will become unfortunate." ”
"I think I spend most of my time making music junk." Lu Xiao said that the work of pushing songs is more boring than most people think, especially in the stage of late song delivery, it is necessary to choose a marketing number, which is a mechanical repetition of work. Of course, companies with a good budget will choose marketing channel agents for delivery. ”
<h1 toutiao-origin="h2" > three, how a TikTok hot song was made</h1>
Chen Meng is a fresh graduate in 2020 and is currently engaged in song promotion planning in a music company that focuses on Internet song promotion.
Chen Meng is also a veteran music fan, with his own aesthetic and insistence on music. At the last company, she was responsible for the promotion of a collaborative project, "I don't like this song very much, I think its content quality does not meet my requirements, but it is because of the hardness of the work that you have to push, it will make me feel a breakdown, do not know what I am doing, can not find the value of their work." 」 ”
Chen Meng felt a strong sense of resistance in her heart, because of her work, she needed to listen to the collaborative song repeatedly, and once she cried out after listening to the song. "I wonder why I'm pushing such ugly songs, mainly because I don't like the singer."
After the song went online, the song dominated the hot song list and popularity chart for a whole week.
This year's Chen Meng felt that she had grown, and she began to force herself to admit from the bottom of her heart that users can be brainwashed by Bgm within 15 seconds of short videos, which is a good Douyin song, but the premise of "good" is still "Douyin".
Chen Meng's criteria for buying demos (song samples) are: the melody has memory points that can be remembered, preferably with a little arrangement framework, and the words need to be able to tell the story clearly and resonate with people. After buying the right demo, Chen Meng needs to match the right singer to sing. This is followed by a production session, which will be composed by demos, forming a full version of the recording and mixing, and then released and promoted online.
In order to find the most suitable song vocals and follow-up cover promotion, Chen Meng paid attention to about 2,000 different types of Douyin accounts of different types and different styles, saw good quality videos on Douyin, and the first time was to click into the other party's home page to save contact information, and also look for suitable musicians on Douyin to sign.
"The spread of TikTok is considered in the production phase."
Douyin users are very fond of watching cross-dressing gameplay, and when making it, Chen Meng will consider whether the promotion paragraph is suitable for cross-dressing and modify the song. "This section can be done in slow motion, stuttering, drum beats, or I can leave a blank space in the middle, and then I can find some voice actors to do a recitation, all of which will be taken into account." The song planners will also design and produce a short-pitched version, which is specially promoted on Douyin.
After the production is completed, the promotion planners will formulate the promotion direction according to the characteristics, style, and scene depicted of the song, such as what types of marketing numbers are placed, the setting of the video clip card point, the face value play script, and the matching cover singer.
Chen Meng is also responsible for purchasing works that are pre-determined to have the potential for dissemination to the company's copyright library, and then promoting them to earn royalties. "We call it copyright grabs."
Chen Meng said that the work of this business direction needs to have a very strong market acumen, and the decision-making and purchase speed should be very fast. Chen Meng's impressive project was a project last year, the singer's fame is not too big, but when the team brushed this song on Douyin, based on our market judgment, it quickly negotiated the price in one day, broke out of the competition, successfully won the copyright into the promotion, and finally the song also became a "big hit" that dominated the screen for a while.
"My favorite thing is to push songs that I think are of good quality content, so that I feel that my conscience is not broken."
Chen Meng's personal goal is to be the number one song on the hot song list for half a year, and he most wants to promote a band song in the short term. First, because of her personal preferences, and second, she believes that the quality of the band's songs will be better than the song arrangement and songwriting on the market.
"The long-term goal is that I want to push an instrumental rock song on Douyin, but according to the current market situation, this type of song will be worse, but any boss with a brain will not let me push."
<h1 toutiao-origin="h2" > four, where have those who sing TikTok hot songs gone</h1>
Shen Yue is the marketing leader of an Internet music company, and her main work is to monitor the popularity of various songs on major platforms, and when she finds that the songs have heat, she immediately goes to purchase copyrights and then promotes them.
Shen Yue believes that the era of traditional physical recording is more suitable for the development of talented and creative musicians. "Strictly speaking, some musicians in Douyin are now more inclined to Internet celebrities, and they can't call him a musician." Now the life cycle of musician influencers is too short. ”
Most of the musicians who have sung vibrato hot songs that Shen Yue knows have changed careers, some have become funny and cute anchors, some have invested in opening stores, and some have turned to the background. "After the artist was fired, he opened a company, signed his own people, he knew how the industry chain made money, he tried to turn behind the scenes, because he also knew that the vitality of Internet celebrities was too short."
Some douyin musicians in the cover category will also publish their own originals, and Shen Yue believes that their level still does not meet the music industry standards of the record era.
"Now songwriters rarely stand in front of the stage, or the division is relatively clear, the musicians on Douyin may still be more creative, and there are really very few songwriters."
Shen Yue described some of the original works she received in a very scene-like way: "The content of the words is probably my love for you layered, the illusion is destroyed, and finally disappears." It's hard to understand exactly what the core content of a word is writing. ”
<h1 toutiao-origin="h2" >5, Yang Qiuru: Musicians will not be framed by 10s short videos</h1>
Yang Qiuru is a music producer, sound recordist, mixer and owner of an artist agency in Shanghai. Representative works are "I Think" with Pharaoh and Lu Zhengting's "Long Time No See".
"This is the danger you wrote at the beginning, yes, this is a song that I recently collaborated with Lu Zhengting. He (Lu Zhengting) has not released a song for a while, and both of us and the company hope to make a song that can be played. ”
It took Yang Qiuru and Lu Zhengting only one night to complete the first version of the song, and the company thought that the song was not suitable for dissemination on Douyin and revised it, but the two creators liked the first version very much.
"The version we later revised still retains the style we like most of the time, you go to listen to this song, just now you listen to the version of TikTok Fire, in fact, you will feel less enduring." Yang Qiuru said that the creative process did not think too much about the problem of spreading on Douyin, but did some design suitable for artists and song positioning, as for the dissemination is the company's business.
In most of the music production process, Yang Qiuru pays more attention to musicality and the market recognition and functionality of this song. But he also expressed his understanding for musicians who create music for promotion on Douyin, "It is nothing more than that he wants to make money at a certain stage, then he creates a song of Douyin, then he makes money and is successful." Everyone's ultimate goal is different. ”
Yang Qiuru released his own single last year, but the popularity is not high. "I found out I was probably lifeless. If you say I'm better suited behind the scenes, then I'll be a little sad. ”
"10-second short video I think can't frame the musician, all the vibrato videos are cut out from the overall music." When I make a song, if I only think about how this song can become a vibrato "hit", then I think it really can't be done, the more I think about something, the less, if your main motivation for making a song is for your song to explode on vibrato, basically it is impossible to succeed. ”
(In the text, Lu Xiao, Chen Meng, Bao Yongqian, Zhou Lun, and Shen Yue are pseudonyms.) ）
Author: Raising Deer, Editor: Wang Chaojing; Public Number: TaMen
Original link: https://mp.weixin.qq.com/s/1zzadHrGHtk1jPLn2zCTJg
This article was originally published by @Tower Gate on Everyone is a Product Manager. Reproduction without permission is prohibited.
The title image is from Unsplash, based on the CC0 protocol
![The "pusher" behind Zhu Zhiwen exposed their ten-year grudge and regretted putting him on the "altar"[fig]](data:image/gif;base64,R0lGODlhAQABAIAAAP///wAAACwAAAAAAQABAAACAkQBADs=)