Tong Xiaoyan is still a Tong Xiaoyan is also a best-selling writer, and he has written "Life Needs Self-Discipline" and "Life Needs Leaving".
text | Pencil Trail reporter Liu Xiaoqian
htmlOne day in September, Tong Xiaoyan discovered that his company was actually on the hot search on Weibo.Click to go in and see, it turned out that it was in the "Basic Guide to Copyright of Self-Media" released by papitube. Yike Beike music.vip was recommended as a paid music platform. Tong Xiaoyan became increasingly convinced that the original judgment was correct and that commercial music copyright platforms would do a great job.
In April 2019, she founded Yike Shell music.vip, a platform for aggregation and monetization of commercial copyright music. website 8 months ago, Yike Shell Music.vip has obtained 300,000+ high-quality soundtracks, serving companies such as Alibaba , Tencent Games, Estee Lauder, China's Voice.
At present, Yike Shell music.vip has accumulated revenue of millions of yuan, mainly from music library subscription members, music licensing, music customization, music IP-related activities, etc.
Today, Yige Shell music.vip announced that it had completed the angel round of millions of yuan, and the investors were Geek Fund and Fudan Venture Capital.
Note: Tong Xiaoyan promises that the data in the article is correct and is responsible for the authenticity of the content. The pencil track is an objective and real record, and the speed recording sound has been backed up.
layout commercial music copyright platform
turned off BP, and Tong Xiaoyan's inner doubts did not decrease. "Does musicians not live well? Otherwise, how could so many musicians want to start a business?" Tong Xiaoyan previously invested in a 3,000-square-meter IP incubator located in downtown Shanghai, mainly providing accelerated services for cultural and creative projects, so he receives many BPs every day.
In fact, Tong Xiaoyan had an answer in his heart. She graduated with an MBA from Taiwan University of Political Science and has studied abroad at the world's top business school, ESCP-Europe, Paris, France. She then crossed the border with the best-selling writer to become a music lyricist and signed with Taihe Music Group.
She is very familiar with the pain points of monetizing musicians' works.
As for upstream, it is not easy for content creators to survive on music, copyright is difficult to fully protect, and monetize.
is downstream, and there are two main ways for B-end companies to purchase copyrighted music, one is a fixed domestic studio, and the other is a foreign channel. However, the two have obvious disadvantages. The former has few optionality, low efficiency, and a single style. It takes a lot of time to communicate with the studio in the early stage, and the cost is not transparent; the latter's song ownership is unclear, there is a potential risk of infringement, and it is not a native language interface, and some even need to be purchased over the wall.
In Tong Xiaoyan's view, copyright protection is the general trend, and consumers' habit of paying for content has gradually been cultivated.
Tong Xiaoyan (center), Wu Jiancheng (front right)
Senior music producer Wu Jiancheng Jason Wu let Tong Xiaoyan find his direction. Wu Jiancheng was born in Taiwan, China. In his more than 20 years of creative career, he has produced a total of 1,000 music songs. He has helped many musicians such as JJ Lin, Eason Chan, Jolin Tsai , Wu Kequn , Jinsha , Wang Sulong , Ashin and other musicians perform music production and arrangement.
Tong Xiaoyan and Wu Jiancheng have not been in contact for a long time. At the end of 2018, the other party suddenly sent Tong Xiaoyan a BP and expressed his idea of being a platform. He put the musicians' past finished music, BGM, etc. on this platform, mainly for B-end users.
Tong Xiaoyan conducted domestic and foreign market research, developed a business framework, and felt that the time, place and people were in harmony. So, the two decided to start a business together.
They want to do commercial music business. Commercial music refers to music works used in media channels such as advertising, games, short videos, movies, TV series, animation, etc. They are usually completed, copyrighted and used as music works in the commercial field. The model like
has long been verified abroad. Tong Xiaoyan said that in the United States, Australia and other countries, if you ask any person in the circle, everyone knows where to find a commercial music platform. But in China, the commercial music market is still in its infancy.
However, the domestic market prospects of this part are worth looking forward to.In terms of advertising alone, my country's digital advertising budget reached 458 billion yuan last year, and it is expected that the investment budget will exceed 900 billion yuan in 2023.
8 months aggregated 300,000 genuine music
In April 2019, Yike Shell commercial copyright music platform www.musiness.vip was launched. Yike Shell music.vip tries to aggregate many copyrighted music on the platform and monetize it to create a music IP incubation ecological community.
In order to attract more content supply, Tong Xiaoyan's strategy is to first reach a cooperation with well-known music companies in Taiwan, China and obtain the copyright in batches. After these large companies settle in, individual musicians or studios will spontaneously follow up and become the platform "seller".
Negotiating with musicians is different from that of business people, musicians pay more attention to feelings. Since Taiwan’s music companies started early and have been precipitated for many years, Tong Xiaoyan once studied in Taiwan, which brought the two closer together. In addition to the identity of the music lyricist, the green light was given to Yikei Shell music.vip.
has been established for 8 months. Yige Shell music.vip has gathered more than 300,000 genuine music library including well-known copyright music company MIB MUSIC, hundreds of famous OP music libraries in the United States, Jinge Music, the first listed music company in Taiwan, China (including world-famous music such as Banderui), Taihe Music Group, MusicTime, the second largest BGM platform in Taiwan, China, and the famous Chinese pop pianist Pianoboy (including "the truth that you leave").
"We have more than 20,000 music songs." Tong Xiaoyan emphasized. Although
stands on the shoulders of the giant and is blessed by the resource effect, this is inseparable from the commercial monetization ability of Yigei Beike music.vip. Tong Xiaoyan recalled that at first, these companies only delivered about tens of thousands of music for Tong Xiaoyan's team to try, but the experiment effect was very good.
In less than 3 months, she brought good extra income to the music company. This makes music companies willing to license music to Yikei Shell music.vip not only from the perspective of friendship but also from the perspective of business capabilities, but some have even signed contracts for ten years and are exclusive.
Yige Shell music.vip website homepage screenshot
After obtaining the music copyright, Yige Shell music.vip platform uses AI and big data to automatically label and classify music from five aspects such as style, instruments, emotions, scenes, and length. has many tags under every major category. Taking style as an example, it specifically includes epic, pop, hip-hop, classical, folk music, light music, Chinese style, etc. These tags can help users quickly find the music they need.
According to Tong Xiaoyan, every music on the platform has a specific encoding, and no matter how it is edited, it will not disappear. The rights confirmation and infringement tracking can be carried out through technology. In terms of profit model,
is different from the previous BGM authorization payment for advertising films that were used for single firsts. Tong Xiaoyan has launched a subscription model, a golden member who costs 199 yuan per month, can download 5 songs for advertising films/promotional films/short videos, etc., and these music is "permanently with the film". "We promise not to renew automatically without informing you."
In addition to music library subscription members, music licensing, music customization, music IP-related activities are all sources of revenue for Yikebeike music.vip. As of December 2019, Yike Shell music.vip's cumulative revenue reached millions of yuan.
Some cooperative customers are listed
Recently, Tong Xiaoyan revealed that Yike Shell music.vip was also selected for the " Huawei Shanghai 5G+VR/AR/MR Innovation Center Cooperation" plan of the Hongkou District Science and Technology Commission of Shanghai, and will cooperate with Huawei's technical team.
Next year, Tong Xiaoyan plans to increase external publicity while improving the product. hopes to provide music copyright authorization and customization services to users who need music, soundtracks and sound effects, empower users through copyright music and the IP value of creators, "making the choice of commercial music has never been easier."
