New Music Industry Observation original article, unauthorized reproduction is prohibited
Author | Zhu Li Ke
"Noah's Ark" is back, and Mayday also returns to NetEase Cloud Music. On the last day of 2022, as Ashin said "Welcome back to Noah's Ark", Mayday and five fans gathered happily at the "Noah's Ark 10th Anniversary Special Edition" to bid farewell to 2022 and welcome 2023. On the day after the
New Year's Eve concert, the song coefficients of Believe Music 's artists, including Mayday's works, were put on NetEase Cloud Music . Hundreds of millions of Yuncun villagers spent the first day of 2023 accompanied by the singing of Mayday, Rene Liu , Su Huilun , etc.
Mayday, Rene Liu, Su Huilun and other artist songs are on the shelves NetEase Cloud Music
As one of the largest local music labels in the Chinese music market, I believe that music owns the copyrights of more than 20 groups of artists, including Mayday , Gao Wuren, Li Zongsheng , Liu Rene, Su Huilun, Dingdang , etc. The return of Mayday has also allowed NetEase Cloud Music, which originally owned the copyright of Mayday's Rolling Stones, to gain the most complete copyright library of Mayday's recordings.
not only believes in music, in the past two years, NetEase Cloud Music has successively reached copyright cooperation with Modern Sky , Emperor Entertainment , China Record Group , Lehua Entertainment , Foremost Records , Korea SM Entertainment , YG Entertainment , Times Fengjun , etc. After the successful listing of
, the copyright of NetEase Cloud Music has gradually been enriched. Thanks to this, the dual-track development of music community ecology and original music has achieved good results.
The most complete Mayday
In the second half of 2022, Mayday's world tour that had been postponed for two years was restarted. Just like two years ago, the performance tickets were sold out as soon as they were sold out, which shows Mayday's appeal.
Since the release of its first album in 1999, Mayday has become a banner in the Chinese music scene. In the past 23 years, Mayday has released nine studio albums and three selection albums. Songs such as "Stubborn", " Suddenly Miss You So Much", " You Are Not Really Happy " and other songs have been widely sung.
Mayday's studio works can be divided into two eras. The first five albums are the "Rolling Stones Era". Rolling Stone Records owns the recording copyright of Mayday's works. Starting with the sixth album, Mayday enters the "Believe in Music Era".
Mayday’s first album in cooperation with Believe Music, "Born for Love"
Since NetEase Cloud Music has already cooperated with the Rolling Stones, it has obtained the authorization for Mayday’s works from the Rolling Stone era. This time, the authorization of Mayday’s works obtained through “Believe Music” allows NetEase Cloud Music to have the most complete Mayday studio album.
As a veritable "head" in the Chinese music scene, Mayday is of great value to NetEase Cloud Music: First of all, Mayday has great popularity and visibility, which can help NetEase Cloud Music attract more users and drive the development of the platform; secondly, Mayday's works are representatives of high-quality content in the Chinese music scene. Through Mayday and others, I believe that the music library can promote Chinese pop music , which will help to improve the overall level of NetEase Cloud Music's original content. The cooperation between
and NetEase Cloud Music is very suitable for Mayday. The core charm of Mayday's music lies in "companionship". Mayday's songs have accompanied the growth of generations of people and become their life BGM. This has established a close relationship between Mayday and the audience, making Mayday's scenes often become large-scale memory scenes.
Mayday
Therefore, if you want to understand Mayday, a complete music experience is indispensable. Mayday in the "Rolling Stones Era" sang about "growth", and Mayday in the "Believe in Music Era" sang about "maturity". From growth to maturity, from boy to man, you need to savor it carefully in the "Most Complete Mayday" music library.
Believe in music, believe in young people
Believe in music is a music company co-founded by former Rolling Stone Records executive Chen Yongzhi and Mayday. "Creation" is the gene of Believe in music, and Mayday's strong creative power ensures the rapid development of Believe in music after its establishment.
In addition to Mayday, Believe Music has signed Li Zongsheng, Liu Ruoying, Su Huilun and Ding Dang, plus younger singer-songwriters such as Bai An and Hush. Believe Music has become one of the most important local original labels in the Chinese music market.
In the Chinese music scene, I believe that music plays a role in connecting the past and the future. The older generation of Rolling Stones people are waiting for the traditional thinking of creating high-quality music to believe in music. The younger generation of musicians carry forward the past and continue the fine traditions of the past in their own way.
believes that music has always attached great importance to the young market. Since its establishment, it has signed young bands such as Universe People , Mr. Mi and Gao Wuren, and has performed well on social media where young people gather.
believes that the development ideas of music complement the young community of NetEase Cloud Music. Data shows that about 90% of NetEase Cloud Music’s active users are young users born in the 1990s and 2000s, and those born after 2000 account for as much as 60% of new users.
This is due to the fact that NetEase Cloud Music has been deeply involved in social networking for many years and has built a music community culture that is favored by young people. On the other hand, it is also related to the gameplay of NetEase Cloud Music that is close to young people's "love interaction" demands.
Younger Yuncun users not only have higher requirements for content quality, but are also willing to pay for good content. This is undoubtedly a big plus for Believe Music, which emphasizes creation and quality. Focusing on the young market and making full use of NetEase's product matrix, NetEase Cloud Music and Believe Music have a lot of room for exploration.
NetEase's community atmosphere is not only reflected in music. NetEase products have a large audience with similar tastes, which fits with the NetEase Cloud music community atmosphere and provides copyright owners with a larger audience space.
"Repeat Customers" in the Copyright Market
With the end of the "exclusive copyright era", China's music copyright market is entering an era of inclusiveness. Copyright barriers are getting lower and lower, but the requirements for platform operations are getting higher and higher.
In 2022, NetEase Cloud Music's copyright return is gratifying. A large number of music companies have chosen to reach strategic cooperation with NetEase Cloud Music, from Fumao Records, South Korea's SM Entertainment, and Times Fengjun at the beginning of the year to Yanshe , Avex, Pony Canyon, etc. at the end of the year.
These cooperations show two characteristics: first, diversification, including mainstream companies such as Believe Music and Foremost Records, as well as niche labels such as Yanshe; second, internationalization, including Korean SM Entertainment, YG Entertainment, and international companies such as Japan's AVEX and Pony Canyon.
believes that the return of music is a general trend and is also a recognition of NetEase Cloud Music. NetEase Cloud Music's financial report shows that in the first half of 2022, NetEase Cloud Music's net revenue reached 4.26 billion yuan, a year-on-year increase of 33.8%; the number of people paying for online music services reached 37.613 million, and the membership payment rate was as high as 20.7%.
The payment rate of 20.7% is a milestone for Chinese Internet music. On average, there is one paying user in five users. Music consumption has become a mainstream consumption form. This also proves the effectiveness of NetEase Cloud Music community construction. The payment rate depends on user stickiness, and the NetEase Cloud Music community atmosphere ensures high stickiness between users and the platform.
Taking digital album sales as an example, NetEase Cloud Music’s user stickiness allows different types of music to sell well. Hua Chenyu 's new album "Hope" has sold more than 700,000 copies. Magnum Youth Hotel's album " Southwest Hebei Forest Road Trip " has sold more than 750,000 copies, with an additional 150,000 copies sold in just 22 years. This is a record in the history of Chinese independent music.
Changes in the music industry are not only changes in consumption patterns, but also profound changes in relationship logic driven by media changes. The stickiness between musicians and fans has replaced the past sales relationship, and platforms have become the link between music, works and people.
The tenacity of this link depends on user stickiness, which also determines the relationship model between copyright owners and consumers. On a highly sticky platform, copyright owners and audiences can be bridged in a more organic way. The audience can more actively participate in the construction of the value chain, instead of just acting as passive consumers like in the past. Music can also release more value through the linkage of multiple parties.
More importantly, with the change of the high-value exclusive licensing model, copyright cooperation has shifted from the platform unilaterally bearing the cost in the past to in-depth win-win cooperation. NetEase Cloud Music's continuous innovation in products such as playlists, music encyclopedias, and memory coordinates also has greater value in publicity scenarios, creating more possibilities for in-depth cooperation between NetEase Cloud Music and copyright owners. High-quality copyright requires more circulation and development, rather than pure traffic consumption. I believe that after a series of important copyright parties such as music return to NetEase Cloud Music, the music market in 2023 is worth looking forward to.
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