Editing Introduction: High-quality short video content is inseparable from rhythmic music, and BGM is its soul-like existence. Now, short video + music has become a new marketing method... The integration of short videos and the music industry is bursting with more and more sparks. In this article, the author shares how short videos and music work together and achieve each other. Let’s take a look.
In the current fast-paced social environment, short videos have the characteristics of chasing hot spots, arousing resonance, and being close to young people, making it one of the most popular communication carriers in the entertainment industry. People are also accustomed to using short videos to record themselves and record all kinds of lives.
high-quality short video content cannot be separated from rhythmic music. It can be said that BGM is its soul-like existence. For the music content itself, the fancy use and presentation of short videos has also become "visual". More and more music works have become popular on short video platforms, and the short video content associated with it has also become popular for screen-spreading. Except for
, many musicians have become popular in the circle of short videos, the launch of film and television comprehensive content in short videos, the launch of online concerts, and short video platforms and short dramas. It can be said that short video + music has become a new contemporary marketing method... The integration of short videos and the music industry is bursting with more and more sparks.
1. The diversified presentation of "short video + music"
1. Video platform musicians and music ecology
On the short video platform, there are many ways to play music, including adaptation, cover, performance, original songs, music teaching, etc. The main connotations of musicians on the platform include professional singers, music producers, original musicians, street singers, amateur music lovers, etc. The "2021 China Music Marketing Development Research Report" shows that 80.2% of the musicians interviewed chose to join the short video platform and interact with fans. Everyone competes or cooperates with the platform to create rich entertainment content to the public.
Music, as a universal emotional carrier and communication symbol, has a broad imagination space. Whether it is the enduring classics of the times or the popular online products that have been on the hot list, they can awaken people's resonance and yearning for a better life to varying degrees. Therefore, when music as a BGM has a high degree of integration in the rhythm of the music and the video content is consistent with the music tone, the short video content provides more possibilities and space for old songs to become popular, original hits, and divine songs that are out of the circle.
Of course, the sound and popularity of popular songs will also create momentum for the fission spread of songs such as covers and adaptations. For example: Zhang Huimei "Sisters", Fei Yuqing "Yi Jian Mei", Richie Richie " So soft-hearted ", Yu Wenhua's "Story of Small Town", etc., as well as "Learn to Meow", "He Just Passed", "Old Dreams", and "Rare Words"... Many new and old works have emerged from short video platforms. Although it may have been a period of time, it is undeniable that they have their own characteristics.
When singing songs or music performances are the video content itself, the presentation and interpretation of works by musicians has also become a hit gene. A large number of online music celebrities have emerged on the music-related tracks of short video platforms, such as Feng Timo , Liu Yuning , Jinglong , etc. Relying on platform exposure, it has increased its popularity and commercial monetization, and successfully achieved external character design of music elements.
2. Music empowers UGC content creation
The creative boom triggered by the rise of short video platforms has also brought unlimited potential to the production and consumption of UGC-based music content. For example, UGC music content creation: cover, adaptation, song highlights, music videos, live broadcasts, etc. In addition, there are various types of short video content, especially card points and drag, which have high demands for background music. Appropriate BGM support can improve the quality of content and attract users.
Overall, high-quality music has this significance for the platform and creators. Creating popular products through works can create reputations for the platform; and music acts as the language of "visual" creators, increasing the interest and viewability of the content, providing rich materials, and enhancing user stickiness.
3. Music variety shows are launched short video platform
At present, the content of short video platform is no longer limited to simple UGC creation. Many film and television dramas, variety shows, short dramas and other content are promoted and distributed through short video platforms, and are widely loved by the public. For example, " praises for songs" is a cross-screen interactive music variety show jointly produced by Zhejiang Satellite TV and Douyin . Through the simultaneous live broadcast between satellite TV and Douyin, the integrated media innovative linkage gameplay of "big screen first singing, small screen two creation" helps good music break the wall and become a circle, playing a great role in promoting the dissemination of programs and music, and also providing the industry with a new idea for Taiwan and Internet interaction.
In addition to music variety shows, short video platforms have very popular short drama content, and the music and music related to the plays have also attracted attention, such as the popular Kuaishou platform "The Princess is on the Top" and "0,000 Scratch Chaohuang ", etc., and countless praises such as "the music is good", "BGM is so exciting".
4. Online concert
is affected by the epidemic and offline performances are difficult to achieve, so online concerts frequently break the circle. Leslie Cheung's performance re-release, Jay Chou's concert flooded the screen, Cui Jian's rock ... The public's enthusiasm for music is ignited in the clouds is booming. Whether it is video re-screening or live broadcasting, concerts performed in the cloud allow singers from different places around the world to sing in the same time and space. The advantages of short video platforms' communication carriers have been highlighted again, and consumers can watch the performances conveniently.
In general, the short video platform provides music with the possibility of becoming out of the circle. The continuous output of music works is the engine of short video + music ecology self-circulation, and the production of music works and the music consumption of users are mutually shaped. Therefore, no matter how it is presented, short videos and music are actually mutually successful. Whether it is popular songs, Internet celebrities, or high-quality music content, the logic behind popular products is a win-win situation promoted by multiple parties.
2. The value of the collision and integration of short videos and music
1. Enrich the public's life, diversified entertainment
Music is the soul of short videos, and entertainment is the attribute of short videos. The rich music content of short video platforms provides users with more entertainment options, and the advantages of low threshold and easy creation of short videos have also made the huge user group become the disseminators of music, and continue to help the output of works.
2. Brand customized marketing
short video platform opens up the connection between the music industry and the brand, transforms users' deep memory of the melody of popular music into a solid memory point for the brand, quickly conquers the user's mind, and plays short videos + musicians to create customized marketing for the brand.
"I love you, you love me Mixue Ice City Sweet honey..." The magical brainwashing melody of an adapted version of "Oh! Susanna" made Mixue Ice City successfully out of the circle. After the work was released, it triggered a wave of creation among netizens. Various versions swept the entire network, different dialect versions, different national versions, and even opera versions, ancient style version, ghost animal version... The ability of netizens to Erchuang is also really admirable. At that time, there were 130 million on Weibo, 1.09 billion times on Douyin, and more than 10 million official MVs on B station.
Because the content of "music + short video" can release space for the whole nation's carnival. If a brand can resonate with users' emotions based on this, convey valuable music video content, and integrate commercial demands into the visual music scene, it will be easier to attract discussion and attention, and bring about spontaneous word-of-mouth transmission from users.
3. Old songs/artists become popular, newcomers are exposed
Recently, Wang Xinling Riding the Wind and Waves The song "Love You" on the stage made many people call me a young man. The related creations of major short video platforms "Love You" flooded the screen, and even set off a wave of musical style of Taiwanese idol dramas; and "The Voice of Never Stops" released performance clips through the official Douyin account. As soon as the prelude sounded, a picture immediately appeared in my mind, and the DNA of Hong Kong dramas moved fiercely.
In addition to classic works, the short video platform also provides a stage for newcomers and niche singers, including Phoenix Legend "Under the Sea", Liu Shuang " Mohe Dance Hall ", Wang Heye " Wind Blowing ", Deng Dian " Falling "... After the song became popular from the short video platform, the creators/singers behind it attracted public attention.
4. Short video platforms have gradually become the new birthplace of popular music
Short video format has changed users' music discovery and consumption methods, providing users with user increments for the entire music industry, and platform users' voice over music trends has become increasingly prominent. "Tik Tok Hot Song" has become the basis for ranking music works. For musicians, short video platforms can better reach the accumulation of "sensemakers" and adjust their creative direction.
5. The music promotion and distribution channel expands the combination of
short videos and music, which directly changes the promotion and distribution ecosystem of the traditional music industry. The emergence of short videos takes vision first, adding new ways of playing to music communication, breaking the shackles of promotion and distribution that traditional media is unwelcome, and becoming a new channel for linking musicians and music users.
At this stage, "short video + music" has become a powerful tool for singer song promotion and expanding personal voice. The resources between short video platforms and music streaming media continue to be integrated, and the promotion and distribution efficiency is much higher than that of traditional channels.
6. Short video platform enters the entire music industry chain
For short video platforms, the popularity of musicians can not only help the platform gain a place in the music market, but also bring great dividends to the platform. Therefore, all platforms are actively developing the music industry and launching original musician plans. In 2018, Douyin launched the " See Music Plan", aiming to support outstanding original musicians. At the same time, it has also established cooperation with major music companies, music labels and copyright holders.
In April of the same year, the "Kuaishou Musicians Program" was released, aiming to support more original music. In addition, Kuaishou Musician Night, Yinyuetai; Douyin Night, Dou live sofa concert, B station music plus, graduation song meeting and other music-related content are online from time to time. Although the subdivided fields of each platform also reflect the characteristics of the product itself, the increase in investment in the music industry chain is consistent.
3. Write at the end
video is naturally closely related to music, and the short video has a fast pace and fission propagation, which makes the music more obvious due to its driving and setting effect. In a traffic-driven Internet environment, making good use of short video platforms can bring huge impetus to the current music industry.
At this stage, the short video industry, which has exploded in all aspects, has not only increased competition within categories, but also decreased barriers between categories have also broken through to competition among categories, and has even affected many industries such as live broadcast, music, and social networking. Short videos are also indispensable in the most popular and popular APPs.
But you must believe that commercialization cannot avoid competition, but the best result of cooperation is mutual achievement.
This article @HIFIVE Hi-Wanwu Original published by Everyone is a product manager. Reproduction is prohibited without permission.
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