"Music demanders often listen to demos, especially in other industries that are a little bit different from the music industry, such as animation, film and television, and game industries. It may not be possible to directly get the music of songwriters, so we will create Camp lik

At present, the domestic e-sports game industry is developing rapidly, the market size has exceeded 100 billion yuan, and games have gradually become popular as a cultural phenomenon.

As one of the interactive mechanisms between the world of game art and the real world, game music has become an important part of game culture. Game music has an increasing role in shaping brands, and the industry has also put forward higher standards for the creation of game music. requirements.

Recently, Riot Games, known as the “music company delayed by games”, and Universal Music Rights Management Group (UMPG) jointly launched a music creation camp themed on the spirit of e-sports. This cooperation between the two parties is expected to release six new songs for use in the promotion period of the 10th League of Legends Global Finals in 2020.

UMPG+Riot+GUM+Creator

"Music demanders often listen to demo, especially in other industries that are slightly closer to the music industry, such as animation, film and television, and game industries. It may not be possible to directly get music from songwriters. Therefore, we will have a creative camp format," said Fang Zhou, general manager of Universal Music Copyright Management Group China, in an interview with Mirror Entertainment and other media.

In the creation camp, the important thing is not the type of music, but the music itself. Through the continuous collision of creators at home and abroad, creative inspiration is stimulated. This creative camp will create 12 demos in four days. This fast-paced creative model also provides a good template for the industrialization process of Chinese game music.

The possibility of "Creation Camp"

With the continuous growth of China's music market and the improvement of copyright awareness, Universal Music Copyright Management Group, a subsidiary of Universal Music Group, one of the world's "big three" music companies, established Universal Music last year Copyright Management Group China Company.

Ark said about the original intention of establishing UMPG China: "The purpose is to give energy and investment to Chinese original musicians, so that they can follow the development of the industry, and the music can also keep up. The booming development of the music industry depends on The most important thing is the music itself. The Chinese company will unite the writers who we think have potential, good, and future diversity, lead them to create, and then recommend them to the real demanders."

Managing Director of Ark Universal Music Copyright Group China.

In the future, while Universal Music Copyright will continue to sign exclusive authors, it will also support small and medium-sized copyright companies, so that these companies, as the tentacles of Universal Music Copyright, will penetrate into every hinterland of China, sign more authors, and jointly create a good Chinese music industry. copyright ecological environment.

In order to better empower creators and discover excellent music, Universal Music Copyright took the opportunity of the League of Legends S10 Global Finals to land in Shanghai to launch the first large-scale "Creation Camp" in China. Universal Music Copyright invited many creators and musicians to this creative camp, and asked them to spend four days intensively behind closed doors to create 12 demos, and then show the works to Riot Games and other companies.

(from left to right) Xiao Junfeng + Tian Mi + Maska + Yang Moyi

In the high-intensity creation format of 12 demos in four days, the creators will rotate every day and conduct different groups. "Every day is a fresh collision. Under the limited time requirement, with a theme leading and fresh creative ideas, they will come up with something very different, which may improve their original level. Every time After each creator leaves the creative camp, they will think about their music creation because they learn from each other," Fang Zhou said frankly to Mirror Entertainment.

However, the creation camp model is still relatively unfamiliar to domestic creators. As Tian Mi, a Chinese original music songwriter who participated in the creation camp this time, said: "The original Chinese music creation was more of a linear creation process. . I am an author, and I complete the work from beginning to end. The international way of making music has become modular, and the music creation process can be divided into several parts, and different musicians can divide the work."

In order to create more sparks, this creation camp invited creators from various fields, including the all-round musician Matzka Maska who won the Best Band at the 2011 Golden Melody Award, and the Best Newcomer at the 2017 Golden Melody Award. Award-nominated singer-songwriter Gong Ge, "Produce Camp 2020" student Hua Chengyan, rapper Tsunami, overseas creators Daniel Kim, Chris Lyon, etc.

Hua Chengyan

Regarding this configuration of creators, Fang Ark talked about the main thing. It has three functions. First, it allows domestic creators to experience it personally and realize the meaning of the creative camp; second, it allows musicians at home and abroad to jointly create value through cooperation; finally, it allows overseas musicians to understand China’s music industry and China’s music industry. Musicians inspire and learn from each other.

Under the collision of diversity, Ark revealed to Mirror Entertainment: "The results of this creative camp include rock, EDM, reggae, pop and love songs, and you can hear many possibilities. "

Two-way translation of game music

According to the "2019 China Music Industry Development Report", the total scale of China's music industry reached 374.795 billion yuan in 2018, but the total output value of the film and television dramas, games, and animation music industries was only 708 million yuan, of which the film and television industry The total value of the drama music industry is approximately 360 million yuan, while the revenue from game music is only 169 million yuan. Looking at my country's e-sports industry, according to iResearch's "2020 China E-sports Industry Analysis Report", the overall e-sports market in 2019. The scale has exceeded 100 billion yuan and is expected to exceed 160 billion yuan in 2021.

With the improvement of the e-sports industry, music has gradually become an important symbol of game culture, which can play a good role in promoting the shaping of game brands. Therefore, more and more game developers are now investing more in the structural integrity and artistic value of game music. It can be seen that China's game music industry still has considerable room for growth.

"No music, no games". This concept has also become a consensus in the industry. The creation of game music that satisfies the audience's auditory aesthetic experience is often closely accompanied by the game's research and development process. The two build a bridge for the interaction between the virtual world and the real world. As Fang Ark said: "Music as a A ubiquitous water-like existence can give game companies some inspiration. ”

JZlee

However, the volume of game music in my country is still relatively small at present, and the linkage between games and music is not mature enough. In order to break down the barriers between industries, Universal Music Copyright will look for content based on the demands of Riot Games in this creative camp. Musicians with industry experience, and working with Riot to finalize the final list,

Ark said to Mirror Entertainment: "One of our very important actions is to do two-way translation. We translate to the author why League of Legends is such an exciting game. competitive games and what kind of emotions need to be expressed to players. On the other hand, we also explain to League of Legends what these creators are really good at, and eventually a complete list will be formed. There are some people in this creative camp who are very suitable for Riot Games, such as the creator Nia Yang Xinyu, who has been a League of Legends player for many years. "

(left) Yang Xinyu + (screen) Chris Lyon + (right) Gongge

Game music is a medium for disseminating game content. The theme of this creative camp revolves around "League of Legends S10". In the previous cooperation between Universal Music and League of Legends Classic works such as "Warriors" and "Numb" have appeared, and this time the creative camp has higher requirements for music content.

Ark said: "Every day, the combination of creators must make different subdivision arrangements. On the creative level, there are lyricists, top liners who write the top melody, and arrangers. "Under such a clear division of labor, the work has been compiled into a demo close to the master level in a short period of time.

Universal Music Copyright's "Creation Camp" has brought an efficient creation model to the Chinese music market. Of course, this This method is not limited to the field of game music. “In the future, Universal Music Copyright will cooperate with more industries, including the game industry, animation industry, film and television industry, platform companies or artist management companies. "Ark said.