BAT reorganizes the digital music market copyright battle ends and a new pattern is formed

As regulatory authorities increasingly strengthen copyright supervision of digital music and the increasing importance of digital music as a content portal, the digital music field has also begun to be peeped in by Internet giants. On the one hand, Ali launched the Ali Planet project, and on the other hand, Tencent QQ Music began to combine horizontally and vertically, and even "vacated cages and changed birds" to build a larger "territory". The digital music market began to divide into a new pattern.

Original title: BAT layout "good voices" to restructure the digital music market

As an "ancient" application in the Internet field, digital music has always been accompanied by the development of Internet technology. Whether you are shopping on Taobao, looking for a job on 58 Tongcheng or Ganji.com, or reading various news on Baidu, you may have digital music accompanying you. However, it is such an Internet application that everyone has taken for granted. Over the years, it seems that there have been no obvious giants or patterns. The chaotic situation has lasted for many years, which not only hindered the development of the digital music industry, but also affected the protection of copyright. It also has adverse effects. As regulatory authorities increasingly strengthen copyright supervision of digital music and the increasing importance of digital music as a content portal, the digital music field has also begun to be peeped in by Internet giants. On the one hand, Ali launched the Ali Planet project, and on the other hand, Tencent QQ Music began to combine horizontally and vertically, and even "vacated cages and changed birds" to build a larger "territory". The digital music market began to divide into a new pattern.

The "copyright battle" is over, and the "new giant"

is born. Speaking of China Music Corporation ("CMC" for short), many netizens in China may be unfamiliar, but if you talk about Kugou, Kume, Haiyang, Rainbow, Yuanyuan and other companies, I believe many netizens will be their users. Recently, China Music Group and Tencent jointly announced that they have reached an agreement to merge the digital music business. In this transaction, Tencent merged its QQ music business with CMC and became the major shareholder of the new music group through asset swaps. It will fully support its business development and lay the foundation for listing. CMC co-CEOs Xie Zhenyu and Xie Guomin will serve as co-presidents of New Music Group, and Tencent Vice President Peng Jiaxin will serve as CEO of New Music Group. After the merger, products and brands such as QQ Music, Kugou, and Kuwo will maintain independent development, and the services users originally enjoy will remain unchanged and will be able to obtain more diversified choices.

According to the reporter, QQ Music was launched in 2005. Its main products include QQ music and national karaoke. Its main businesses include digital music players, mobile online karaoke, copyright sub-authorization and advertising. CMC owns companies such as Kugou, Kuwo, Ocean, Rainbow, and Yuanquan. Its main businesses include digital music players, live music shows, copyright sub-licensing, advertising, game intermodal transportation and other music derivative businesses.

For this merger, in the eyes of many industry insiders, it will be an "earthquake" in the field of digital music. Xiong Qi, a professor at the Intellectual Property Research Center of Zhongnan University of Economics and Law, said: "The merger of QQ Music and CMC is another major event in the digital music market after digital music service providers self-examined infringement issues in 2015. The in-depth cooperation between the two digital music providers essentially represents a positive development trend of digital music platforms and is also an indispensable stage for the development of my country's digital music market."

In the eyes of industry insiders, the more far-reaching impact of this merger is undoubtedly the change in copyright convenience. It is reported that from the perspective of copyright, the "strongest music library" will be born after the merger. From the perspective of partners, Tencent has the exclusive copyright of more than 20 record companies, and Kugou Kuwo has dozens of record companies. After the merger, it will be good news for both users and the music market. After the competition for copyright has ended, each family can finally calm down and support some outstanding musicians in a down-to-earth manner and continue to launch some high-quality music. It may also be a good opportunity for the music industry, which has already hit bottom, to turn around and turn towards the light. After the copyright library is opened,"QQ Music, Cool Dog, Cool Me" will have a library of tens of millions of authentic songs, becoming the most complete and abundant online music platform copyright library in China. This is the most convincing reason for users who are tired of constantly jumping to platforms to find resources.

"The field of digital music may be another competition between Tencent and Ali." Data analyst Xue Yongfeng believes that Ali's current thinking is transformation, especially after Gao Xiaosong and Song Ke joined, supporting developers, changing Tiantian Sound to Ali Planet, recruiting many songwriters and original singers. When these original talents enter his platform, they can make up for their shortcomings in purchasing mature music libraries, but at present, the effect is not particularly ideal. After the merger of Baidu Music and Taihe Maitian, it almost stopped getting involved in the music business. In the short term, Baidu will still focus its efforts on life services. After all, resources are limited and it will no longer focus on music and entertainment in the short term.

Digital music "enters" into the "fast lane" of healthy development

. The birth of a new digital music giant will undoubtedly allow users to obtain more authentic digital music resources and enhance the user experience. But for the platform, the significance is even more significant. "The merger of the two major music platforms will help establish a unified legal ecosystem that protects innovation, help industrial ideas to be transformed into commercial value faster, and actively promote self-discipline in the entire music industry." According to Professor Zhu Wei, deputy director of the Communication Law Research Center of China University of Political Science and Law, China's digital music market will enter a new stage of development.

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. At the recent "Yiqi Listening to New Sound" industry forum hosted by QQ Music, giants from the music industry expressed their views on the future of China's digital music industry.

Wu Weilin, general manager of Tencent QQ Music, said in an interview with reporters that music is 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. According to Wu Weilin, MU-SIC+ launched by QQ Music last year has attracted the participation of many musicians."Stars join MUSIC+, which means that the platform can help stars create more business models and products through star IP, such as Wang Lihong's songs will help them extend to games, peripheral products or concerts."

In the eyes of industry insiders, only when copyright no longer becomes a "stumbling block" to digital music platforms can digital music be fully devoted to the "fast lane" of digital music value mining. Hou Deyang, who is in charge of product and operation directions at QQ Music, said that digital albums on digital music platforms are no longer just "selling" songs to users, but also hope to build a relationship between fans and idols through more interactive gameplay. A more "intimate" channel. He revealed that as of now, the digital album function has been iterated in 22 versions, and more than 10 gameplays have been innovated, such as establishing fan guilds, time-limited auctions, and hot-selling maps.

According to the "2016 China Mobile Music Market Annual Comprehensive Report", the overall size of China mobile music market in 2015 reached 6.14 billion yuan, a year-on-year increase of 42.5% compared with 2014. It is estimated that the size of China's mobile music market in 2016 will reach 8.68 billion yuan. With the huge market and the astonishing growth rate, there is still a lot of room to tap the potential of China's mobile music market.

Editor: Nancy