Joint planning for online music platforms: first clear the scene with copyright, then talk about the future

Since 2013, online music platforms such as Netease Cloud Music, Kugou, QQ Music, Baidu Music, Tiantian Music, and Shrimp Music have launched several copyright "battles" on copyright issues. All online music platforms have been affected. In terms of online music copyright issues, there is actually no "pool of clean water", and more or less infringing content will appear.

Use copyright to clear the scene, and eliminate the unfittest.

On the one hand, major online music platforms use laws and other weapons to directly defend their own copyright content. On the other hand, QQ Music is the leader, and they are buying exclusive online music copyright content.

On July 9, the National Copyright Administration issued the "Notice on Ordering Online Music Service Providers to Stop the Unauthorized Spread of Music Works", ordering major online music platforms to release unauthorized dissemination of music works before July 31, 2015. All works are offline, which completely declares that online music platforms will completely move towards "genuine" road, and also brings the copyright issue of online music to a climax.

Joint planning for online music platforms: First clear the scene with copyright, then talk about the future

. In March 2015, it was widely rumored in the industry that Kugou and Kuwo had merged long ago (the names of Kugou and Kuwo on the APP Store were followed by the exclusive copyright suffix of "Masked Singer King", and the merger situation was basically true), and at the end of this year, it hit the IPO. On July 15, 2015, Alibaba announced the establishment of Alibaba Music Group, which fully integrates Ali's music businesses such as Shami Music and Tiantian Tianmei, and Gao Xiaosong served as the chairman of the group. In addition to the layout of Cool Dog, Cool Me, and Ali Music, Netease Cloud Music quickly launched a counterattack on the online music platform like a dark horse. QQ Music, Baidu Music, etc. are not willing to lag behind, vowing to get a piece of the online music platform.

Netease Cloud Music, Kugou, QQ Music, Baidu Music, Tiantian Sound, Shrimp Music and the National Copyright Administration all hope to regulate the market through copyright, first of all, so that online music platforms can have a clean market, and secondly, the scale and profitability of users are the common voice of all major online music platforms.

Why did you think of using copyright to clear the scene? The situation of online music and online video is very similar. Online video has been infringed by pirated content for many years, especially platforms that spend high prices to purchase exclusive copyright, which is not cost-effective. The situation of online music and online video is the same. Users and platforms have been used to the survival method of piracy for many years, but they have never thought of having a standardized market environment, and with online video as a "model" in the front, so QQ Music, Netease Cloud Music, Cool dogs thought of using copyright issues to restrict competitors and create a better market environment. Of course, in the end, they still hope to make a profit.

Taking advantage of copyright, Netease Cloud Music, Kugou, QQ Music, and Baidu Music have the opportunity to expel some small and medium-sized pirated online music platforms. Among the infringing online music content, small and medium-sized online music platforms are also a cancer. It is really inappropriate to share the "fruits of victory" with others. It is also a good move to eliminate this part of the unfittest.

In addition to clearing the market, the name suffix of the QQ Music APP Store is the exclusive fourth season of "The Voice of China", and the names of Cool Dog and Cool Me are followed by the exclusive copyright suffix of "King of Masked Singers". Using exclusive copyright as a gimmick and combining current hot music content for marketing is also a great use of copyright.

After the big market in the future

eliminates the cancer of the market, there will be a chance to realize the value of exclusive copyright, such as paid downloads. According to my observation, payment prompts have appeared for downloading common songs on a certain APP, and they were all free downloads before. For example, using exclusive copyright content for marketing to attract more users, which is a great tool to restrict competitors.

Xuan Hongliang, executive deputy secretary-general of the Capital Copyright Industry Alliance, once said: "Although the current revenue of China's Internet music industry is only about 400 million yuan, once Internet music payment is fully launched, 100 million paying users will be generated in about a year, forming a market scale of more than 10 billion yuan."

In addition to the user charging model, online music can also rely on the attributes of music to penetrate into games, entertainment, hardware, ticketing and other industries. Another point is advertising. QQ music, cool dogs, etc. also account for a large proportion of advertising revenue. Therefore, After the regulation of the online music copyright market, what will not be triggered will not simply change the music market, but will also bring about a change in online music +. The market of surrounding products will increase the scale of the online music market.

In other words, Netease Cloud Music, Kugou, QQ Music, and Baidu Music may have more opportunities to try profit models in the next online music market, such as headphones, stereos, online live broadcasts, online concerts, online music albums, etc. Models, including innovations in advertising models, all have the opportunity to survive in a "clean" environment in the market and are no longer afraid of the damage of piracy.

Of course, after the regulation of the online music market, it may also lead to negative aspects. For example, an online music platform maliciously increases the price of online music works through exclusive copyright content. Recently, a special car maliciously increases the price multiple times due to resource constraints. Incident, has a great impact on the market environment.

Another problem is malicious competition for copyright. The copyright in the online video industry has increased sharply due to malicious competition in the industry. Buying exclusive copyright like QQ Music is likely to trigger competitors to adopt similar measures. The consequence is that the copyright party will benefit, while all major online music platforms will only be left with chicken feathers, and in the end they will not get anything.

After the online music copyright market is regulated, the most important issue is how to create a better future. In terms of profit model, the online music platform still needs to be improved and there is an urgent need to create a larger living space. Copyright can regulate the market, but it cannot do how to make the platform profitable. This is the highlight of Netease Cloud Music, Kugou, QQ Music, Baidu Music, and Tiantian Music. Under the current environment, what major platforms do is far from enough.

Editor: yvonne