While the series itself is a feast for the eyes of the audience, the popular recommendation positions on short video platforms and music software are almost occupied by the ost soundtracks of these popular series. Under the all-round brainwashing cycle, many hit songs have been b

dramas themselves are a feast for the eyes of the audience, the popular recommendation positions on short video platforms and music software are almost occupied by the ost soundtracks of these popular dramas. Under the all-round brainwashing cycle, many hits have been born. Divine Comedy.

opened the popular OST playlist. At first glance, it seems that a hundred flowers are blooming, but in fact they are all "old acquaintances" in the world. Liu Yuning who sang "天文" was awarded the title of "Love Security Guard". Every sensational scene is always guarded by his singing voice; the "love butchers" never miss the scenes of life and death; nicknamed "Mao Be" Mao Buyi will also appear from time to time, giving the protagonists a ride again (?)

Netizens can easily get out of the circle by playing these singer memes. In fact, it is also a microcosm of the public's increasing confidence in the spread of film and television dramas ost. The attacking ost market, now It's like a carnival of "good wind relies on power".

A great song from a bad movie or a sure hit song from a hit drama?

Previously, Chen Feiyu posted an emoji encrypted Weibo. Netizens decrypted the content as: "I am very happy. The OST lineup includes Zhang Jie , Zhou Shen , Sa Dingding , Haoyi is done!"

This Weibo quickly became a hot search. This suspected OST lineup also caused extensive discussion. Many netizens believed that with the participation of these popular OST regulars, the series would be more worthwhile. expect. It can be seen that OST has become a common indicator to measure the production level of drama series.

Regarding the relationship between OST and film and television dramas, there are two laws circulating in the market, "a bad movie will make a great song" and "a hit drama must have a hit song". Judging from the summary of past works, these two sentences are not unreasonable.

Audiences’ memory of film and television drama OST can be traced back to the recording era. As early as the Republic of China, there were movies that became classics with music and songs. The theme song of the movie "The Songstress of the End of the World " is derived from Kun Opera , which was written by a composer in the Republic of China. It was adapted into a pop song and sung by popular singer and Zhou Xuan. It was released together with the movie and instantly became popular throughout Shanghai.

In the millennium, the golden age of domestic dramas, a large number of costume dramas OST have become memories of the times. The former royal composer of the Tang Dynasty Mai Zhenhong single-handedly contracted the film and television dramas such as the Fairy Sword series, the Tang Dynasty Liaozhai series, and "The World is No. 1" BGM, which promoted the trend of using original music as soundtracks for Chinese TV dramas. He provided soundtracks for Li Xiaoyao and Zhao Ling'er The tailor-made character songs "Don't Lose, Don't Forget" and " Peach Blossom Island " are still the most frequently featured classics in Xianxia's second-generation editing videos. Netizens called them tear-jerking songs, and they all chanted "War Song Together, No one survived” barrage.

Music:

It seems that it is not a coincidence that "a bad movie comes out with a divine song". The controversial "Tiny Times" has hatched popular love songs such as "Time Cooks the Rain" and "I Miss You So Much". The movie itself does have a "large and gorgeous MV" " evaluation; the Chinese comic movie "Big Fish Begonia" has two extreme reputations, but the theme song "Big Fish" sung by Zhou Shen has made it out of the circle due to the smooth and rich appeal of the song itself, achieving another achievement of the movie. . For this type of work, the vitality of ost songs can even be greater than the vitality of original dramas. Its long tail value does not stop after the film and television works end, but forms its own independent commercial value, and even this commercial value will also become the film and television The explosion and harvest of the second round of the work.

Music:

ost's popularity has gradually become a criterion for testing the true popularity of film and television dramas. "A hit drama must have a hit song" is being constantly confirmed.From the "Palace", "The Offering of Love", "Three Lives Three Worlds Ten Miles of Peach Blossom" and "Liangliang" which were popular in the early years, to the popular "Sweet Honey as Ashes as Frost", "Eternal", "Chen Qing" in recent years "Order" and "Nonsense", "Know It or Not" and "Know It or Not", "Know or Not", OST broke through the circle and spread, and "bloodbath B station" is a symbol of the film and television drama becoming a hit.

ost’s continued fermentation on music platforms has not only increased the popularity of the song itself, but also opened up wider coverage for film and television dramas. Its extensive application in second-generation videos can also once again amplify the spread of film and television dramas at the public level, allowing more Many people have learned about film and television dramas through songs, thus forming a closed communication loop that guides each other, which greatly assists the creation of IP for hit dramas.

Popular OST, Schrödinger's "hot cakes" in the music world

High-quality OST and the drama complement each other, and the popularity feeds back in a closed loop. The OST connects the two parties, the drama and the singer. Compared with the importance that the drama series attaches to ost, singers have different views on ost. In fact, in the circle of famous singers, fans have their own chain of contempt. Fans often discuss the gold content of ost, and even start scolding wars. In the competition of singers' "performance", there seems to be an unwritten rule that ost singers are not honorary titles, but a "shame" of losing their musical independence and compromising to the market.

On the other hand, for newcomers, drama ost has become a "good resource" that fans dream of. Many fans of draft idols will even draw prizes to celebrate this.

Major platforms also regard it as one of the bargaining chips for new singers under their banner. Singing ost for a big drama means bringing your own popularity. It has evolved from "songs and dramas" to "dramas and songs" and "songs and people". , UNINE, R1SE, Hard Candy Girl 303 and other new generation idol group members have sung more than a dozen OSTs, and the volume is very impressive. Behind the competition among singers for OST resources, what can be seen is the dilemma of the declining music industry.

Nowadays, when streaming media has become more segmented and vertical, it is not easy for a new song to be widely disseminated. Open the music ranking page. Among the top ten songs in the mainland singles chart, film and television songs Accounting for almost half of the total, film and television dramas seem to have become a shortcut for song promotion.

As a good platform to promote songs nowadays, film and television works have also given many singers hope and found a way out. In order to maintain the popularity of their artists, music companies have also spawned a group of professional singers from film and television dramas ost, who come from the ancient Internet style. Audio Monster, Shuangsheng , Ye Xuanqing , etc. in the circle have all become famous thanks to their film and television songs.

Music:

Behind the popularity, the independence of the music scene is losing. Not only new songs can become popular with the help of film and television dramas, but there are also many old songs that can be revived or rejuvenated because of the "favour" of film and television dramas. Stepping out of small circles became a pandemic. The Taiwanese idol drama "Want to See You" selected Wu Bai 's early work "Last Dance" as the exclusive BGM for the famous time-traveling scene in the drama, making this classic old song once again sweep the charts, and the veteran king Wu Bai also took advantage of it Opportunity to break through the popularity base among young people.

Music:

Of course, the popularity of film and television songs also has its two sides. On the one hand, the platform of film and television can indeed enable some buried singers and works to find new outlets, but on the other hand, over-reliance on the platform of film and television, or even a major shift in focus, will also cause the pop music world to lose a lot of independence. Coupled with the penetration of the purity of pop music by advertisements, talent shows, etc., and the expansion of film and television songs, this independence will actually be made worse.

ost is also involved in involution, will capital enter the game to create a utopia?

In the early years when film and television dramas ost were not elaborately produced, due to financial constraints or the studio's consideration of song selection, there were even wonderful scenes of "one song for multiple purposes", where the same song was used in multiple dramas. Moving through the screen, the ancient song " Too Much " sung by Chen Guanpu was also selected for "Love Through Time and Space", "Oolong Breaking the Love", "New Shushan Swordsman", "New Strange Stories from a Chinese Studio 2" ", the big S version of "A Chinese Ghost Story" and other opening and closing themes of many costume dramas, becoming a presence that almost dominates the screen.

Music:

Times are changing. Nowadays, this phenomenon of "one song for multiple uses" almost no longer exists, and the independent value of film and television drama ost is increasingly recognized. With the fierce competition in the drama sector of video platforms, in order to share the traffic more comprehensively and continuously, TV dramas have been successively launched on different satellite TV platforms and video websites. At the same time, the copyright of film and television OST has also become a battleground for military strategists and has been allocated to different online platforms. Music platform.

The original soundtracks of film and television dramas broadcast by Tencent video are often launched on the three major music software TME. The OST copyright ownership of dramas on Youku , Mango TV and other platforms mostly falls under NetEase Cloud Music . After clarifying the OST copyright camp, Major music platforms have a greater say in the soundtrack development project, and customization of music styles, publicity plans, etc. has also been launched.

The content payment business, which is dependent on exclusive copyrights, has also started testing the waters early, and the music platform has gradually deepened its exploration of the independent market for film and television OSTs. In 2019, relying on the high popularity of the series, "Chen Qing Ling Guofeng Music Album" achieved outstanding market performance. Soon after it was launched, it broke multiple sales records on music platforms and became the best-selling product on Kugou Music Number one on the list. This result far exceeds the independent albums of many singers. The harvesting ability of film and television IP linked to the music industry has made the market increasingly optimistic about the potential of ost soundtracks.

The market value of film and television OST is becoming more and more recognized, and more music platforms have made early arrangements and deepened their development in the independent section of OST. In the future, the organic combination of exclusive copyrights for film and television dramas ost, content payment and normal operations will become an important means for major music platforms to get ahead of the competition.