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New Zai Press: After the MV, short videos are driving a new wave of music visualization, and also leading the popular weather vane of the new generation. At the end of "See Music Observation Room", in addition to introducing the new works of newcomers born of the new "Douyin See Music Project", it is also time to re-understand the relationship between music and short videos.
Author | Yibai
"Today is just an award for Douyin, it is a starting point, there are more stages in the future, more opportunities waiting for you." Na Ying told the award-winning musicians on the closing stage of the fourth "Douyin See Music Project".
On the evening of June 17, the "2021 Douyin See Music Project" ushered in the "Super Premiere IN Style" closing performance and award ceremony. Na Ying, Xue Zhiqian, Li Yugang, AiFugeni, etc. as "music love officials" have witnessed a group of new outstanding musicians who have seen the emergence of music projects through this year's Douyin. Past participants Chen Keyu and Zhao Fangjing also took the stage to share their classic songs, making the whole performance a combination of retrospective and prospect.
The "Super First IN Style" closing performance and award ceremony, Na Ying, Xue Zhiqian, Li Yugang, and AiFugeni performed
"Douyin See Music Project" has entered its fourth year and has become a well-known IP in the field of music. Around this project, a number of popular songs were born, and many musicians entered the public eye. During this period, Douyin Music achieved branding, and also successfully built a development channel for musicians through multi-dimensional support and diversified communication.
Today, we can't avoid the profound impact of short videos on the music industry. Just like the music slideshows at the beginning of the music industry and the MVs of the 1980s, short videos, as a new wave of music visualization, are bringing more possibilities to good music and musicians.
<h1 class="pgc-h-arrow-right" data-track="9" > for good music and the musicians behind it to be seen</h1>
Dong, who sang "It's You 2.0" on the stage, has participated in the "Douyin See Music Project" for three consecutive years. He said that as the biggest music event of Douyin every year, he hopes to exercise himself in such a grand event and strive for more display opportunities.
Dong Can be described as a typical musician who goes to the public through vibrato. In 2018, when the first original work "A Little Bit" became popular on Douyin, Dong Waschi was still a design student, and since then, the single "Accident" has spread all over the Internet, attracting many KOLs to cover the use of Douyin, and "With You" has been used by users nearly 600,000 times as a BGM in Douyin, which has been widely praised and has become one of the most successful cases of original music promotion in Douyin.
Dong's music is used by many users on Douyin
Dong Chi chi said that his creations are "naturally shared", and it is the unpretentious emotional expression in the works that has been affirmed by the users of Douyin, and Dong Chi Chi has also established the confidence of making music and become a professional musician.
In the same link as Dong, there are Chen Keyu who sang "Strange Words", Zhao Fangjing who sang "Mangsang", Li Xinrong who sang "You Laugh So Beautiful", an Zi and Jiu Mei who sang "Cuckoo", they are all participants in the previous "Douyin See Music Plan", and also because of the emotional resonance between music and users, the works are popular on the Internet.
The whole "super first IN style" is divided into three paragraphs: music visualization, creation visualization, and musician visualization, which just echoes the three stages of music transmission in Douyin. Artist visualization is the heaviest part of the show. As good music and good works are seen by the public, users are moved by the emotions conveyed by the songs, and eventually they will know the talented and capable musicians behind the songs.
Zheng Kang, head of Douyin Music, said in his speech that the slogan of "Douyin See Music Project" is set as "See Music, See You", which is to hope to gather the power of the platform and let good music and the musicians behind it be seen.
In the evening, Yu Jiayun, Zhao Zhitong, Liu Dazhuang and other 8 musicians sang on stage as representatives of this year's competition. Among them, Zhao Zhitong told the host that the most direct effect after participating in the competition is to increase fans, and you can hear your own song "Spring, Autumn, Winter and Summer" when walking on the street.
"Super First IN Style" closing performance and award ceremony, Liu Dazhuang performed
The biggest winner of this year's competition is undoubtedly Tang Hanxiao. His "Goodbye Boy" became the first place in this competition and was elected as the highlight title song of the year. This veteran musician who has created many popular songs such as "Let Me Stay with You" and "The Unknown Generation", has been working behind the scenes for many years, and frankly has also faced the question of "singers are not popular".
The closing performance and award ceremony of the "Super First IN Style", Tang Hanxiao spoke
When he made up his mind to go to the front of the stage, the short video platform was becoming a new channel for pushing songs. Putting the song directly on the platform to face the user's choice, everyone will not recognize and use their own music, so that he is full of curiosity.
Previously, in the popular variety show "Praise for Songs" jointly produced by Douyin and Zhejiang Satellite TV, he won a lot of attention with his excellent performance. It turns out that "Goodbye Boy" accurately hit the nostalgic mood of Douyin users during the graduation season, and the new song quickly received more than 3 million likes after the release of Douyin. Tang Hanxiao was also seen by more people.
<h1 class="pgc-h-arrow-right" data-track="23" > short video era, pregnant with a new vane in the music world</h1>
The "TikTok See Music Project" has reached its fourth year, and every year the data has achieved explosive growth. Since the launch of this year's project on April 18, the popularity has continued to rise, and a number of data have set new records.
According to the data, as of now, the cumulative number of videos of the songs participating in the "2021 Douyin See Music Project" has reached 118.6 billion, an increase of nearly double that of last year. Among them, 102 songs were played more than 100 million videos.
Users' enthusiasm for participation is also very high, and the number of short music videos spontaneously created using entries has exceeded 100 million, which has also helped more music works and musicians to quickly get out of the circle. As of the end, the "2021 Douyin See Music Plan" has frequently appeared on hot searches on major platforms in the past two months, and the number of topic plays on the #抖音看见音乐 single Douyin station has soared from 1.07 billion before the game to 12.36 billion.
#抖音看见音乐 The number of topics played on the site has reached 12.36 billion
Such achievements are closely related to the recognition of short video platforms by musicians and the improvement of the quality of content on the platform. Xue Zhiqian said on the "super first IN style" that this is a lucky era, everyone is a self-media, as long as they work hard, there is always a chance to appear on the stage, unlike the original record company to see the debut. But at the same time, the quality of the work is still very important, "you can't only listen to two sentences per song, and if you want to understand this, the whole work will be red."
Dong Xiaoyi, a participating musician who has been stationed in Douyin for four years, has long been aware of the improvement of the quality requirements of Douyin users, "Everyone is no longer simply pursuing fun and interesting, but also willing to listen to deeper content." He believes that the quality of the song itself, the creator's feelings about the market, and the crowd and direction of the song all determine the birth of a blockbuster song.
In the view of another participating musician, Tang Hanxiao, more professional people have begun to use short videos to spread, in addition to grounded content, more and more high-level content has been created, and it is becoming easier and easier for fans to obtain music knowledge through the Internet. He believes that no matter what kind of transformation occurs in the channel, good music will certainly be perceived by users, and works that are retained by time will be born on short video channels.
Every year, there are tens of thousands of musicians and works that reach the public through the "TikTok See Music Project". Wang Xinyu, Wu Jiayu, Zhao Fangjing, Ren Ran, Liu Keyi and other musicians of different styles stood out in the competition, and songs such as "You Laugh So Good", "Love You Three Thousand Times", "Birds and Cicadas", "Idle Garden", "Goodbye Boy" and other songs have spread throughout the Internet through vibrato.
What is more noteworthy is that the "Douyin See Music Plan" has created a fairer display opportunity for musicians through "decentralized" traffic publicity and diversified operations. Even niche music has a chance to take to the mass stage. This year's "Super First IN Style" to do the opening performance of the band, because of its outstanding performance in the "2020 Douyin See Music Project", was selected by star push officer Zheng Jun into the personal "Star Selection Song List".
As a communication channel, Douyin has indeed played a huge influence, but it has only provided new ways to promote and opened up new channels. Among them, the quality of content still depends on the content practitioners themselves, and on the people who listen to and sing each other. This has not changed from the age of records to the age of digital.
But the new technological trend will inevitably give a good song an unparalleled penetration, and it will inevitably give birth to a new vane in the music world. The representative works of the short video era are also likely to be in the entries of the "Douyin See Music Project".
<h1 class="pgc-h-arrow-right" data-track="35" > the third wave of music visualization has arrived</h1>
On the "Super Premiere IN" stage, Na Ying shared her feelings as a musician through the era of tape, CD and digital music. At the end of the speech, she said: "With the progress of the times and the development of information technology, many musicians who once hid in the corner and their unseen works have now found their own listeners with the help of traffic. ”
At the "Super First IN Style" closing performance and award ceremony, Na Ying spoke
Internet streaming is gradually replacing the influence of traditional television, and the music industry has been looking for the next channel for music promotion. The rapid rise of short videos has given this question the most suitable answer. According to CNNIC data, by the end of 2020, the scale of short video users in China reached 873 million, accounting for 88.3% of the overall number of netizens. Including the Douyin Volcano Edition, douyin now has more than 600 million daily active users.
Short video has become the largest entrance to the Internet at present, and the music industry is no exception. According to the "2020 Douyin Music Ecological Data Report", from January to July 2020, the number of musicians stationed in Douyin increased by nearly 30,000. On average, 1 in 6 active users uses the works of original TikTok musicians to create videos.
Source: 2020 Douyin Music Ecological Data Report
Nowadays, people's understanding of music has been reshaped by short videos. It can be said that we are experiencing a new wave of music visualization led by short videos.
The combination of music and vision is almost innate. As early as the tinkering alley when the pop music industry was still dominated by the sale of music scores, publishers found that no matter how clever and charming a song is, its commercial influence depends on circulation and publicity. At the end of the 19th century, publishers began to realize that "songs should find listeners" rather than "listeners find songs." Among them, visual elements have become the most effective means of promoting music.
The first wave of music visualization was led by slideshows. At the end of the 19th century, publishers played song slides in theaters and cinemas to interpret the narrative elements of the lyrics, and even displayed the lyrics at the chorus to lead the audience to sing. Musician Charles K. Harris) found, "This was before the advent of phonographs and radios ... The fastest way to make a song popular. About a week after the release of the series slides, the song will be a success. ”
The second wave of music visualization was led by MV. Ninety years after the birth of music slideshows, the visual language of popular songs has once again been upgraded with the popularity of television. In particular, the emergence of Michael Jackson has turned the MV into an audiovisual feast for musicians to show their personal talents. His own expressiveness naturally needless to say, costumes, props, scenes, special effects and other auxiliary tools, so that the MV has completed a qualitative leap. More importantly, Jackson introduced storytelling to the music and MV. Since then, everyone has been convinced that music has entered the age of imagery.
In the era of short videos, music visualization has entered a new stage. Short videos have the participation of slideshows and MVs, and users like, forward, interact, and creative secondary interactions make music break through the barriers of language, full of picture sense and imagination. Songs are expressed in more and more diverse ways on Douyin, card points, slow motion, cross-dressing, cover songs, patches... Human creativity is repeatedly amplified in the dissemination of music.
The "TikTok See Music Project", which has gone through four years, is becoming the most important driving force for the new wave of music visualization. In addition to continuing to deepen the visual publicity of "music + short videos", the "Douyin See Music Project" is also constantly building a development channel for high-quality music works and musicians.
With the help of new technologies and the new music ecology cultivated by TikTok, musicians and works are having more opportunities to emerge. We will also witness the rise of a new generation of musicians in a new wave of music visualization and witness a richer and more diversified music consumption experience.
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