The "New Youth of Music" in Online Employment

"I'm a singer-songwriter and a music anchor." On January 17, on the stage of the Kugou Live Music Festival, singer Hua Zan brought his own original song "Laughing Na", according to the public data on the scene, this song has been played more than 1 billion times on the Kugou music platform. Nowadays, "live broadcast anchors" and "online musicians" are a type of trend occupation, and the new employment channels provided by Internet platforms such as digital music, online live broadcasting, and short videos are absorbing many young talents. Taking the music industry as an example, in 2020, the offline performance industry was blocked, but the online music market performed brightly, and behind the popular original songs such as "Teenager", "You Don't Go", "Laughing", etc., it is the "transformation" of many musicians at the right time. Some online musicians have been vocal music teachers, some have run weddings, served as emcees, they have thrown themselves into the boom of digital music and online live broadcasting, and opened a new journey of life through the talent support and traffic advantages of Internet platforms.

From trainers to music anchors

A song "Laughing Na" is a successful practice of "going out of the circle" from a trainer to a popular live singer layer by layer. After graduating from university, Hua Tuo worked as a vocal teacher in a trainee training school, and her students included "Hammer Na Lisa" and other "Internet celebrities". Later, the music variety market became popular, and Hua Tuo successively stepped onto the stage of programs such as "Avenue of Stars" and "The Most Beautiful Harmony" with solid singing skills. However, the upward passage opened by variety shows is crowded with excellent players, training schools have also closed down due to poor management, and Hua Nuo, who has limited development space, once wanted to give up his musical dream to do catering. In the end, she did not become a "worker", but with her musical talent and talent, she realized her dream of becoming a singer.

Three years ago, Hana began experimenting with webcasting and re-emerged as a "music anchor" on Kugou. Singing in the live broadcast room once became her daily routine, and she slowly accumulated her own fans. These fans became the backbone of her original path in the future. In 2020, songs such as "Laughing Na" and "Prodigal Gossip" have become popular on the Internet, and Hua Ong, who is getting busier and busier, said that as long as he has time, he will still insist on starting the broadcast, because no matter where he goes, he knows that there is always a group of people who accompany and support his musical dreams.

"Digital music and live broadcasting platforms can accept rich and diverse online cultural content, and can also find its audience and listeners for each content through big data algorithms, and bring benefits to creators with the business model of digital new consumption." Fang Yuan, director of Kugou Music Publicity, said. At present, the live broadcast platform has become an "accelerator" for the growth of young music talents, according to reports, in 2020, more than 800 singers participated in the "Kugou Premiere" live broadcast program for new works promotion, and the music anchors signed by the Kugou live broadcast platform have exceeded 10 billion in the whole year, of which 7 songs have been played more than 100 million.

Wedding celebrant who writes songs online

The song "You Don't Go" is a "brush screen divine comedy" in 2020, which integrates the natural landscape and humanistic feelings of Zhangjiajie, so that the scenery, folklore and specialties of Zhangjiajie will become popular on the Internet at the same time, becoming an IP that promotes the integration and development of cultural tourism and agricultural tourism. According to public data, the song's short video plays have exceeded 3 billion times. The creator of "You Don't Go" Shanshui Group is a husband and wife duo, male singer Xu Yong and female singer Shu Wei are both from Zhangjiajie.

"We're actually not very famous, and we couldn't imagine that this song could actually rank at the top of the Kugou list." Xu Yong recalled that at the beginning of the two acquaintances, he drove a second-hand motorcycle and carried Shu Wei from this village to that village, wedding celebrations, birthday celebrations... Undertake various commercial performances. They also appeared on CCTV and Hunan TV programs, but at that time, the Shanshui Group took the route of cover singing, because of the lack of original songs, tv programs did not bring them much influence. The performance market in a small county town has limited capacity, and when there is no opportunity to perform, Xu Yong will go to the wedding celebrant. During the epidemic in 2020, Xu Yong and Shu Wei had no source of income, so they tried to subsidize their families as live singers and created "You Don't Go".

After becoming a member of the online music crowd, Xu Yong said that it used to cost money to send songs, but now he can release and upload songs by himself, and the song copyright is in his own hands, and he can clearly see the growth and income of fans. The Kugou platform filmed a vertical screen MV for "You Don't Go", which further promoted the singing degree of the song, and was able to concentrate on creating and making the landscape combination feel particularly solid. It is understood that with the support of platform traffic, live singers and online musicians can obtain market promotion and performing arts resources on the one hand, and increase personal and work exposure. On the other hand, it can also broaden monetization channels through business models such as self-pricing and selling digital albums and live singing.

Nowadays, Internet platforms such as online live broadcasting, short videos, and digital music have become the "hot units" for employment and entrepreneurship of young people. According to the "Digital Culture Industry Employment Report (2020)" released by the China Employment Research Institute of Chinese Min University, the digital culture industry with online live broadcasting as an example has provided employment for 30 million people, with the advantages of flexible work and non-contact, live broadcast anchors and other occupations have become the employment options for many performing arts talents in the digital economy era, and further enriched the employment forms such as self-employment and part-time work.

Author: Ma Li Wenbo

Source: China Art News