At the Hard ground Irori Night NetEase Cloud Music Original Ceremony, Hua Congee, as the singer-songwriter of the year's most popular female musician and one of the top ten songs of the year, took the stage to receive the award, and in a backstage interview, she smiled shyly and did not know what to say - "Thank you for thinking this song is good." ”
"Thieves" was released on NetEase Cloud Music, was a university teacher on Weibo commented "bullshit does not work", this Weibo also attracted hua congee himself diss back: "close your fart", hua congee fans rushed to help open the keyboard war, the whole thing finally appeared on Weibo hot search, hua congee also later deleted the fierce Weibo. It may not matter how the song is written, what matters is that the flower porridge that was once only in the niche circle of folk songs has really entered the public eye.
In the past year, Hua Congee's fans on NetEase Cloud Music have risen to more than 2 million, far exceeding her Weibo fans, and on October 28, 2018, even she herself felt incredible and said, "2 million, I don't know who bought me so many fake powders." ”
This cloud village dynamic received more than 80,000 likes
Flower porridge is not an isolated case, more and more original musicians have gained more than 100 million hits and millions of fans with the help of NetEase Cloud Music, such as Mu Xiaoya, the landlord's cat, g.g Zhang Siyuan.
Folk songs, hip-hop, electronic music, each genre has distinct characteristics and has the strength of the work of the musicians have received more platform blessings, while NetEase Cloud Music has also become the birthplace of network golden songs such as "Paper Short Love", "Can You", "The Rest of Your Life" and other online golden songs and vibrato divine songs.
Why NetEase Cloud Music? From the perspective of user scale, there are cool me, qq, and then there are more vertical and trendy music streaming media, and NetEase Cloud Music in the middle can be said to have been groping for a set of its own gameplay. When The flower porridge received a total of more than 1 million yuan from the membership package share and the advertising share revenue, this set of gameplay already had eyebrows.
Before the Internet stepped in, the music industry's gameplay was simple, finding good music and singers and making them popular. When new Internet music tools appeared, what "good music" was meant to be redefined.
Similar to iQiyi's idol group cultivation program "Idol Trainee", Tencent Video's 101, Youku is also about to launch an original musician's cultivation variety show, the video platform and TV station's thinking is the same, they will give the choice of good music and singers to the audience in front of the screen, and launch new popular songs and artists in long-term interaction.
For a music community like NetEase Cloud Music, the way to define good music is deeply related to its characteristic comment area, first of all, you will notice that among the 10 original songs selected by Cloud Music, there is a common feature that its number of reviews exceeds 100,000.
dt Finance has also analyzed the differences in the operation mode of NetEase Cloud Music and QQ through a set of comparisons of popular songs.
It can be said that the NetEase Cloud Music Review Area is not only a copywriting material library, but also a means to identify whether a piece of music is suitable for promotion. The comment area is more conducive to the fermentation of a song in the niche circle, and through the recommendation mechanism to promote the secondary spread in the circle, and then through the cross-platform promotion of Douyin, the divine comedy manufacturing machine, so as to finally start the public popularity of a song.
When a song gets over 10,000 reviews, does that mean it deserves to be heard or even popular? In the past year, with the successful verification of popular songs such as "Can You" and so on, this mechanism for mining good songs has also been operated by NetEase Cloud Music, and at the same time, this mechanism has also brought more than 80,000 settled musicians to NetEase Cloud Music, as well as more than 1.2 million original works they uploaded.
"Over the years, we have been consuming the music left by China for decades and hundreds of years, we need to think more about cultivating and living, and the future can support the Chinese music market must be Chinese original musicians." Ding Bo, vice president of NetEase Cloud Music, said that monetization is not the first business direction of NetEase Cloud Music. How to become an indispensable part of the original music industry chain may be the next question they have to answer well.
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