On December 18th, the Pelican Music Academy Newcomer New Voice Industry Conference initiated by Beautiful Music and co-sponsored by Indie Works and NetEase Cloud Music was held in Beijing Music Space, and Xu Bo, CEO of Beautiful Music, Liu Jin, General Manager of independent music service department of Taihe Music Group, and Zhao Zong, senior director of Original Music Department of NetEase Cloud Music, jointly delivered speeches. The Pelican Conservatory aims to build a communication platform for independent original musicians and related industry practitioners, and to bring more sustainable services to new musicians.
Zhao Zong, senior director of the original music department of NetEase Cloud Music, made a speech at the conference entitled "The Rise of Independent Original Music - How to Find Treasure Musicians?" keynote speech. Zhao Zong believes that the market environment for independent original musicians is improving, and the "spring of Chinese originality" is coming.
Chinese independent original music has become a force to be reckoned with. According to the relevant data recently released by the NetEase Cloud Music Platform, the number of independent original musicians in China exceeded 100,000, and the total number of original works released exceeded 1.5 million. Since the launch of the Stone Project in November 2016, the playback of original works in Yuncun has increased day by day, with a 13-fold increase in 3 years, and the income of musicians in Yuncun has increased day by day, increasing by 31 times in 3 years.
In recent years, with the rapid development of independent original music in China, how can music practitioners jump out of the industry perspective to gain insight into today's domestic music scene? Based on the analysis of the NetEase cloud music platform, Zhao Zong believes that the current independent original music presents two major trends: differentiation and rejuvenation.
Music differentiation is the way forward. Zhao Zong shared that the top five of the most popular focus styles of NetEase Cloud Music are folk, rap, national style, electronic music and rock. Focus music such as "Bathroom" by indie rock band Deca joins, "Goodbye, Thank You For Your Fish" by post-rock band Fairchild, "Big Elephant" by indie pop band Zoo Nail Household, "Lost In Yourt Maze" by electronic Anzol, rap PO8 "Poets Say Dreams" and other focus music has received thousands or even tens of thousands of song reviews in NetEase Cloud Music, these diverse styles have flourished, subverting the "two-eight rule" as long-tail music, and gaining a large number of user favorites.
Young people have become the main force of creation and listening. Among the "100,000+" independent original musicians, the post-95s and post-00s accounted for 60.3%, and in 2019, 85% of the new users of NetEase Cloud Music were post-95s. In China, the younger the more you love music, it can be said that post-95 young people have become the mainstream of the music industry.
The Pelican Conservatory of Music And Newcomers New Voice Industry Conference is centered on serving new musicians and building a communication platform: bringing media exposure to new musicians, young labels and industry practitioners who lack sufficient attention and support, and at the same time matching different types of institutions and personnel in the upstream and downstream of the industry, promoting communication, and helping newcomers get more diverse development channels.
Zhao Zong, in combination with music labels or commercial brands, faced with the difficulty of finding cutting-edge musicians, the lack of mature cooperation paths, and the lack of understanding of the music industry by new musicians and the difficulty of obtaining the attention of labels or commercial brands, shared the platform methodology of "how to find treasure musicians".
Focusing on how to discover good focus independent original music, Zhao Zong introduced a series of original music support plans launched by NetEase Cloud Music in 2019: Stone Plan 3 Rock Season, independent original music works collection; Hard-ground original music charts, monthly independent original music charts that do not look at data but only look at the quality of works; Hard-floor Hearth Night, the first large-scale annual festival of original musicians in China. At the same time, NetEase Cloud Music also launches various special projects such as "Star Collection", "Guofeng Hall" and "Neon Song and Dance Hall" from time to time to help independent original musicians and excellent works to expose and promote and create support, and also provide more channels for netizens to discover "treasure musicians".
Taking the Rock Project 3 rock season as an example, Zhao Zong mentioned the just released rock season compilation album "Yan", in which young bands such as Summer Invasion Project and Dayri Whisperer have achieved faster development in terms of song playback, popularity, and offline performances through the excavation of The Stone Project.
In addition to live case sharing, NetEase Cloud Music and Pelican Music Academy also jointly released the 2020 new person of the year worth looking forward to, after the recommendation and selection of a number of music labels, a total of 25 groups of newcomers with different styles were on the list, representing the future potential of new voices. Among them, netease cloud music recommended two-way foil band, daytime secret language band, rap musician Wei Binyue, ancient style musician Huang Shifu, and the new generation of singer-songwriter Jude were selected.
The Pelican Academy of Music Newcomers New Voice Industry Conference aims to provide a three-day forum for participants from different dimensions of the music industry, including musicians, labels, media and commercial brands, with the opportunity to meet face-to-face directly. Exchange and discuss various topics such as the methods and strategies of new musicians, the development mode of scene culture and the operation of commercial value, and look forward to the future integration and development of industry and business.