©️Mirror Entertainment
Text丨Liang Jialie
htmlOn August 23, the list of top 10 contestants in the three major tracks of "Tik Tok See Music Plan" for oxygen pop, meteorite rap, and eclipse rock was announced.
LBI Libby, 947.ASH, SeanT, Sean, Shinke, Tafi Crystal and other musicians/bands lived up to expectations and successfully entered the top 10 of the three major tracks, waiting for the top 10 of the total list to compete with the three popular musicians.
This summer, I saw from Douyin that music plans are not only these new generation musicians that we were not familiar with before, but also many popular songs that have quickly become popular among young people, such as "Ask for Love" and "Surfing the Sky Mountain" "In this Summer" and "Get out of my way", these works that carry the attitudes and thoughts of new generation musicians have gained their own audience.
Douyin saw a saying in the promotional video of the Music Plan: "I believe that not only strong winds can be heard, I believe that the wind will blow into the distance and bring back the whistling resonance, I believe that every musician can find his wind that belongs to him . "Too many music people who lack exposure channels and resources support need a breeze to soar, and Douyin sees that the music plan is the breeze they are waiting for.
From 2018 to the present, Douyin has seen that the music plan has been going through five years. Over the past five years, its support has continued to increase, the competition system and gameplay have been continuously upgraded, and the ecological link is also changing qualitatively. But behind these changes, there is also an unchanging existence. What remains unchanged is Douyin’s original intention of seeing the music plan and its industrial vision to create hemorrhage for the music industry.
The music needed by those times
In the fifth Douyin See Music Plan, there are more than 30,000 entries. We don’t know how difficult it is to stand out among more than 30,000 songs, but what is certain is that those who won The work must have its own shining points.
Nowadays, "Ask for Love" that comes out of the popular track has become the new favorite of Douyin's costume drama Erchuang videos. It can be seen in the Erchuang videos of many costume dramas such as "Clan Lan Jue" and "Star Han Brilliant". Its figure, recently, "Ask Love" has been on the Douyin hot search list as the soundtrack of Douyin video of ancient style film and television dramas. Judging from the comments on Douyin and soda music, many audiences of ancient style novels and ancient style games also like this song.
"Ask for Love" has two typical characteristics. One is that the chorus has a strong sense of rhythm and the melody is gripping. The other is that it creates a strong sense of story with images such as "past and present life" and "reincarnation". At the same time, the lyrics and music are full of "everything is all The meaning of fate" is highly adaptable to the ancient narrative of various genres, which naturally makes people feel substituted. The works of the top ten contestants in
The three major tracks of
can stand out not only because of their close compatibility with pop culture, but also because they have no lack of inner deep-seated attitude expressions and thinking.
In the rock track, the modern sky new group Xianke sang "Surfing the Sky Mountain" is very representative. The inspiration for the creation of this song is very interesting and is a traditional Chinese color. In "Jiju" edited by Western Han scholar Shi You, he said: "The turbid is half white and white, and the turbid green silk is soap and purple." The Tang Dynasty scholar Master Yan made annotations on this: "Half-sight, the words are in the words." Between yellow and white, the color is half out, but not completely accomplished. "
, a traditional color with Chinese hazy beauty and poetic beauty, has become the lead of the song "Surfing the Sky Mountain". In the song, the boy rides a white horse and walks all over the hillside, looking for a half-colored flower. It is a subtle metaphor, meaning that the young man pursues beautiful but perhaps unrealistic visions and ideals. The result of this pursuit is not perfect at first glance: "Not necessarily the lotus is yellow", only the traditional opera lament of "only seeing the empty mountains but not the city, and inaction is half a lifetime and half a lifetime" is left.
But if you savor it carefully, you will find that "Surfing the Sky Mountain" does not express sadness and negativity, but implicit "young blood": even if the pursuit is fruitless, "no monument, no name, no witness" has its own value. Not everything needs to pursue a result. In the process of chasing, the pursuit itself is also fulfilling one's own life.In "Looking at the Sky Mountain", the Xianke band is guided by traditional culture and has achieved a spiritual resonance with young people. There are many similar works in
among the three major tracks, such as "In This Summer" in the rap track. The one singing in the song has air conditioning, popsicles, wants to realize all wishes, and wants to reveal secret love. Waiting for graduation in the bright sunshine is a youthful memory of a generation; for example, the deconstruction of "The Little Prince" by "The Little Prince" in the rock track: the little prince loves roses, while the tamed fox chases the little prince The steps are all pure, healing but also regretful love.
In the Douyin See Music Plan, these truly attitude, thoughtful and infectious works can be discovered and entered into the public's vision, which is a thing worthy of joy and celebration, because these new generation of music works, It is exactly what the young people and the music market need today.
Online music is entering an era of slowing user growth. During this period, what the entire industry needs to do is to continue to tap the needs of young people, because young people are the most stable and sticky users in the market. Now, songs such as "Ask Love", "Surfing the Sky Mountain" and "The Little Prince" have seen the music plan being listened to and responded to by the younger generation through Douyin, and the positive significance of the music market is self-evident.
Give musicians a certain future
Before seeing the music plan in this Douyin, the musicians who came out of the three major tracks may not be familiar with these new students. The works of musicians have also been lying quietly in the ocean of music platforms, waiting for the wind to come.
Now, the wind is coming. One month after the music plan started, the total number of Douyin songs played by musicians exceeded 20 billion, the total number of Douyin used by Douyin songs exceeded 14.92 million, the number of 251 musicians played works exceeded 10 million in a single month, and more than 100 musicians The increase in fans by more than 30%, and the data is the most intuitive explanation of the results.
In fact, the exposure brought by Douyin’s music plan is not only reflected in Douyin and soda music, but also leads to more platforms. Some fans left a message under the songs released by R organized a band on other platforms, "Douyin is here! Gaga handsome! ”
(Screenshot from Douyin to see the mid-term battle report of the music plan)
For musicians and their works, Douyin to see the first gust of the music plan brings is the basic plate of exposure, in this basic plate , Douyin is the most core position. Music fans can recognize and use these works in the BGM of various short videos, and can also learn these works from the Douyin Music List. The energy of short video listening, fission dissemination and authoritative lists ensures these The activity of musicians and music works on TikTok site.
Douyin See the exposure channel provided by the Music Plan is not only Douyin, but also soda music. In this Douyin See Music Plan, the musicians' entries have launched soda music simultaneously. In soda music, they will enter different playlists and radio stations, and will also have the opportunity to appear in recommended songs. The linkage between Douyin and soda music not only brings about the strengthening of exposure, but also builds a closed loop of consumption for the entries among the music fans to discover songs, use songs, and enjoy the entire song.
However, exposure is only the most basic. Evaluating the maturity and integrity of a music support plan depends on the long-term value it brings to musicians. Douyin saw that the long-term value of music plans was very intuitive. First, it was the promotion fund and cash incentives, and second, it was resource support. These were urgently needed by the new generation of musicians at present.
Comprehensive data on soda music song playback volume, song video contribution number, Douyin music song playback volume and other data. After selecting the TOP10 according to the song "See Value", the selected person will receive a promotion fund with varying quotas; on this basis, it will also be a promotional fund. Three popular musicians will be selected to receive additional promotional funds. These tangible cash incentives are of great value to the subsequent survival and creation of new generation musicians.
Let’s look at resource support. From the Douyin See Music Plan Special Page, you can see that in the future, the top 10 musicians and three popular musicians will receive official special albums and releases, Douyin See Music Plan Performance Stage, and more commercial cooperation opportunities. Big rights and interests have brought long-term upward channels and diversified monetization channels to musicians. Now, Douyin has established cooperative relationships with most domestic music companies and music labels. In the future, Douyin will also get performance opportunities on the stage where Douyin cooperates with these companies and labels.
In fact, in addition to the support clearly proposed in the plan, under the music ecosystem of Douyin, there are many resources that participants can obtain, such as participating in Douyin's hot activities to get more traffic; for example, starting music live broadcasts to diversify The format attracts more fans; for example, if you have the opportunity to participate in online live and offline performances held by TikTok, etc.
The new generation of musicians really need a wind. As of press time, in the Douyin Saw Music Plan, the number one in the oxygen popular track was LBI Liby's "Maybe". In the process of standing out in the popular track, LBI Liby's Douyin account has gained more than 60,000 fans.
Young musicians like LBI Libby may usher in a more certain future after seeing the music plan on TikTok.
The wind continues to blow
So far, Douyin has seen the music plan for five years. In 2021, the industry has been emphasizing that the industry's competitive focus has been upgraded from copyright layout to product experience and support and services of musicians. However, when Douyin launched the original music function in 2018, it launched the Douyin See Music Plan, which is forward-looking. This can be seen.
In five years, Douyin saw that the music plan had incubated too many songs that were familiar to the outside world, such as "You're so good at laughing", "Birds and Cicadas", "Goodbye Boy", "That Moment", "Youthful Heart", "Youthful Skirt", etc. yes. In 2019, "You Look So Good when You Smile" was rated as the "Top Ten BGM of the Year" by the People's Daily and became the theme song of Hunan Satellite TV's "You Look So Good when You Smile".
At the same time, singers/bands with diverse styles such as Tang Hanxiao, Wang Xinyu, Wu Jiayu, Along, Zhao Fangjing, Ren Ran, Liu Keyi, and Yongye Aurora Band have also seen the music plan further entering the public's vision through Douyin. In 2021, Tang Hanxiao won the annual champion of Douyin Kanjian Music Program. After that, he received invitations from variety shows and music festivals, and also served as a music mentor for the singer competition. Obviously, the development of these musicians is getting better and better.
In this process, Douyin saw that the music plan was continuously delivering fresh blood to the music industry. This year, there are too many potential stocks among the top ten contestants in the three major tracks, such as the Tafi Crystal behind "The Little Prince". As a group of overseas returnee musicians, their works have extremely diverse styles, including pop music, large-scale classical symphony, and Western. Opera, Chinese and ancient music, etc. are all handy and have unique styles. This is the new force needed by the domestic music scene at present.
For the music industry, Douyin See Music Plan is also a stage for musicians to collide and communicate, and to promote the diversity of music expression in the new generation. The combination of traditional instruments and electronic music in "Half a Mountain", the collision of Chinese cultural elements and rock in "Escape Mountain", and the mix of electronic, rap, and DubStep in "Get out of my way", all let the outside world see the possibility of music Sex and infinite charm. The realization of this diversity of
is closely related to the transformation of Douyin’s music plan over the past five years. In 2021, Douyin saw that the music plan had an important upgrade, namely, opening five major tracks of pop, folk songs, national style, rap and electronic music. The track system is still continuing this year. The opening of the track has allowed Douyin to see that the music plan can accurately support more subdivided music categories. This is also the reason why niche songs like "The Little Prince" can be widely accepted and loved in this plan in 2022.
Of course, the implementation of diversity is also inseparable from the precipitation of the Douyin music ecosystem.At present, the Douyin music ecosystem has covered all mainstream music types on the market. In addition to popular, rap, folk songs, rock, national style, electronic music, rural, nursery rhymes and other music types that have been stuck in the niche circle have also begun to emerge from the "secret". "," cultivated a large number of listeners on Douyin. And this is the key to Douyin's view of the music program that can provide diversified music and talents to the music industry.
In the past five years, Douyin has seen that the transformation of the music plan is not only reflected in the increase in support and more refined operation, but more importantly, it has gradually established a complete ecological chain. After achieving strong linkage with soda music, Douyin's music ecology and Douyin saw that the music plan had entered a qualitative change stage.
For Douyin’s Watch Music Plan, soda music is not only an exposure channel, but also a channel for the implementation of the long-tail effect. The content video platform is a well-deserved hot manufacturing machine, but its content production speed and iteration speed are too fast. However, with soda music, those songs that see the music plan becoming popular from Douyin will no longer have to worry about long-term influence. Accumulation issues, because they can be continuously consumed in independent music streaming, continuously extending their vitality.
Now, the top ten contestants in the three major tracks have been announced. After that, the birth of the top 10 musicians and three popular musicians that are highly anticipated. No matter who will eventually fall, it is enough to be happy that so many new generation of musicians and works will come into the public's vision this summer.
