Ding Lei talked about the "common prosperity" of the music industry: copyright sharing is a necessary foundation

The Paper's reporter Fan Jialai

"The first connotation of the music industry to achieve common prosperity, and the necessary foundation, is copyright sharing, not copyright involution. Under this premise, we should build a world-class copyright governance model. ”

On October 17, at the Digital Music Copyright Development Sub-Forum of the International Copyright Expo held in Hangzhou, NetEase CEO Ding Lei mentioned the "common prosperity" of the music industry for the first time.

NetEase CEO Ding Lei spoke

Speaking about the development of digital music copyright in China, he said: "From the 19th in the world in terms of market size to the 7th in the world, It took 7 years for China; from the rampant piracy to the world's first in the world, China only took 3 years. Under the high attention of the competent authorities to copyright issues, the time for China's copyright to move from closed to open, from a big country to a strong country, will only be faster, not slower. ”

Music industry accelerates "wall removal"

In his speech, Ding Lei emphasized three aspects of promoting the common prosperity of the music industry: The first is copyright sharing, and Ding Lei said that copyright is the core resource for the development of the music industry. If copyright is involved, industrial development cannot be balanced and insufficient.

"In recent years, our entire industry has been deeply affected and deeply touched. In the past few months, the relevant state departments have continued to make regulatory measures such as lifting exclusive copyrights, which has made a good start for future development. Today, here, we once again call on all practitioners to sit together, communicate frankly, seek consensus, design rules, abide by rules, implement rules, and achieve the small goal of users 'only installing one software to listen to songs' as soon as possible. ”

He believes that since the beginning of this year, many monopolistic behaviors in the Internet industry have been "tearing down walls" and gradually moving towards opening up. For the copyright industry, the most effective way to dismantle the wall is to build an open, fair and transparent copyright governance model, especially the copyright trading system.

The second connotation is the redistribution of industrial income, excellent musicians can achieve something, have gains, and the wealth of a few people will become the prosperity of the majority. "Here, on the one hand, is to make a big cake and expand the supply of high-quality copyrights." On the other hand, it is necessary to divide the cake well and protect the enthusiasm of the source of creation. ”

Ding Lei expects that by 2025, there will be more than 800,000 independent musicians across the country, which will greatly increase the supply of copyright and create an industrial value several times higher than it is now.

After making the cake bigger, it is a matter of distribution. Original Chinese music has passed the rough period of "generating electricity with love". Entering the stage of intensive farming requires a more standardized and fair distribution mechanism, with some emphasis and some tilt, which is conducive to the future.

"In the era of exclusive copyright, this mechanism is tilted against a small number of people at the tip of the pyramid, and nearly half of the musicians earn less than 2,000 yuan a month, which is the accompaniment of the industry." After the exclusive copyright is lifted, we believe that we should explore a more reasonable mechanism that favors musicians, protect creators as much as possible, sink the annual industrial achievements of more than 70 billion yuan, and let the majority of people, so that the contributors to the content, are willing to contribute more productivity. This will be the most important thing for the industry. Ding Lei said.

From economic benefits to social benefits

He mentioned that the third connotation of achieving common prosperity is to dig deep into the value of copyright, give play to the spiritual cohesion of music, and move from single economic benefits to diversified social benefits.

"Music is a humanistic product, a footnote to society, a memory of the times, and has multiple values. Music copyright is the same, it can be covered, can be broadcast live, can be combined with cultural tourism, and can also be exported culturally to create invisible value. ”

He said that in recent years, there have been many original music with regional attributes in China. For example, there have been some fine songs about Xinjiang such as "Shepherd of the Cocoto Sea" and "The Beekeeper of Narathi", and many people have listened to it and have a sense of intimacy with Xinjiang, so they come to a trip that can be walked. This is not only driving tourism benefits, but also the promotion of Xinjiang's local culture, which is the best Xinjiang story.

Similarly, on overseas platforms, the works of original Chinese musicians such as landlord's cat and Ge Dongqi have also received tens of millions of views. The works of these musicians may be only a few popular pop songs in the country. However, when going abroad, it becomes a powerful cultural medium, and the Chinese spirit, Chinese stories, and Chinese images are firmly engraved in the hearts of foreigners. It's the magical cohesion of music.

"For practitioners, it is especially necessary to deeply understand this power and understand the spiritual connotation of music. Do less cultural garbage, do more cultural products, truly launch a number of fine works that can reflect the Chinese era and people's style, combine industrial benefits with cultural and spiritual benefits, and better launch them to the world. Ding Lei said.

Editor-in-Charge: It's Winter