QQ Music joins hands with industry celebrities to focus on the future trend of digital music

On July 26, the media sharing meeting of the "Yiqi Listening to New Sound" industry forum hosted by QQ Music was held in Beijing. Many industry leaders gathered together to talk about the future of China's digital music industry.

Against the background of standardization of digital music copyright, digital music platforms and upstream and downstream integration of the industrial chain are becoming closer and closer, continuously delivering new energy to the healthy development of the music industry.

On July 26, a media sharing meeting of the "Yiqi Listening to New Sound" Industry Forum hosted by QQ Music was held in Beijing. Wu Weilin and Hou Deyang, general managers of Tencent QQ Music, joined hands with record company bosses from the three places across the Taiwan Strait, Shen Danyang, senior strategist of Universal Music (China), Tang Zhengyi, CEO of Fenghua Qiushi, Hu Hao, director of Digital Department of Warner Music China, Yang Jian, vice president of mutual entertainment of Huayi Brothers Media Group, and Chen Xiaoyun, director of Fumao Records New Media and Copyright Company, talked about the future of China's digital music industry.

It is worth mentioning that singers such as Jay Chou, Li Yuchun, Han Geng, and Zhou Bichang who have had "close cooperation" with QQ Music in the field of digital albums also specially recorded ID congratulations on QQ Music's total sales of digital albums exceeding 100 million.

Leading the industry's legitimate digital music to "enter" the "fast lane" of healthy development

. It is basically an industry consensus that China's digital music is entering the fast lane of healthy development, and this is inseparable from the efforts of digital music platforms.

Wu Weilin, who is in charge of the QQ music market and copyright direction, shared the 10-year development journey of QQ music. He believes that these achievements of 100 million daily active users and 400 million monthly active users of QQ Music are hard-won."They are the result of QQ Music's insistence on the legitimate strategy, continuous exploration of new business models, and efforts to cultivate user habits."

Among them, Wu Weilin also particularly emphasized the 20 billion songs shared on the platform. He believed that music was good content worth sharing. In the future, QQ Music has also laid out a music service strategy of "listening, watching, singing and playing" to allow users to enjoy music in all aspects. He has always emphasized that QQ Music hopes to work with record companies to promote the legalization of digital music."The future of digital music has a long way to go, and its future has just begun."

Hou Deyang, who is responsible for product and operation direction, told the story behind the development of digital albums. "In 2014, we were thinking about how to charge users for listening to music. We found that idols have a great appeal to fans, so we wanted to try it from the fan economy. Jay Chou was our first person to produce digital albums."

Hou Deyang said that digital albums do not just "sell" songs to users, but also build a more "intimate" channel between fans and idols through more interactive gameplay. He revealed that as of now, digital album functions have been iterated. 22 versions have been iterated and more than 10 gameplay have been innovated, such as establishing fan guilds, time-limited auctions, hot-selling maps and other innovative features.

He also shared an interesting data. Among the 10 million users who purchase digital albums, the post-80s and post-90s account for nearly 92%."This shows that the consumption habits of the younger generation have really changed. As long as we provide good content, good services, there will be a new business model. "

The upstream of the industry chain is optimistic about digital music.

Whether it is in a special session or a roundtable forum, Shen Danyang, senior strategist of Universal Music (China), Tang Zhengyi, CEO of Fenghua Qiushi, Hu Hao, director of the digital department of Warner Music China, Yang Jian, vice president of mutual entertainment of Huayi Brothers Media Group, Chen Xiaoyun, director of new media and copyright company of Fumao Records, and other major players in the industry chain have expressed their optimism about the future of digital music in China.

Shen Danyang analyzed "the music market and development in China, Europe and the United States in the era of payment" from the perspective of internationalization. He believed that whether internationally or abroad, physical records have declined seriously, and digital music has replaced records. He particularly emphasized that China's digital music has ushered in milestone changes in the past two years, with copyright legalization and environment improvement. QQ music has played a very key role in the transformation. Digital albums are very successful, and Rihanna gave an example. The digital version of Rihanna's 2016 new album "ANTI" has truly achieved global simultaneous release. Sales in China have exceeded 10 platinum sales, and even exceeded the total in Asia including Japan.

Tang Zhengyi shared on the fan entertainment economy. His new generation idol Lu Han exclusively collaborated on the digital album with QQ Music. With its huge fan appeal,"Reloaded I" has won the first sales certification since the launch of QQ Music."Palace Golden Diamond Record", digital album sales exceeded 3 million. He believes that fan economy is about making works that satisfy fans, and fans are harsh and fans 'tastes cannot be underestimated.

Hu Hao made an in-depth analysis of the regionalization characteristics and digital trends of music. He believes that digital music is now undergoing a transformation from quantitative change to qualitative change. The digital music industry will fully embrace the digital trend and share a set of data. In 2015, the music industry's digital revenue accounted for 45%, second only to 60% of games, far exceeding the digitization of various content such as movies, books, magazines, newspapers, etc. And in 2015, digital music revenue accounted for 45% of the music industry, while relatively speaking, physical music sales accounted for only 39%. He pointed out that with the rapid development of QQ music, it has an increasing influence in Asia.

During the roundtable forum, Yang Jian talked about how to better discover and cultivate outstanding singers and independent musicians under the rapid development of digital music. He said that Huayi will rely on the rich experience accumulated in the field of entertainment media over the years and built business platforms, involved in record production, distribution, artist brokerage and business development, and rely on the power of the Internet to develop in all aspects.

Chen Xiaoyun also attaches great importance to the digital music market. She believes that today's artists need to rely on the power of Internet big data, business models, and fan economy to package them in all directions and in multiple dimensions.

Editor: vian