Short Video + music user diversion from various capitals frequently enter the game is the biggest problem at present

The continuity of music in original content also provides a new "gold mine" for Short Video entrepreneurs. However, music as a link of content creation, the threshold itself is relatively high, Netease cloud music and other platforms how to break through still have a long way to go.

Short Video music market frequently enters the market, how can we dig gold?

In the past two years, Short Video have become a hot spot for capital chase due to their fast spread, low production barriers, and strong participation. The music industry has also noticed the huge communication power of Short Video. Following the deployment of music Short Video on today's Headline, KONG Studio, Broken Music and other platforms, Netease Cloud Music recently launched the Short Video function in version 4.0 of the iOS client. For the music industry facing transformation, Short Video provide new possibilities, and both musicians and music songs welcome more development opportunities. The continuity of music in original content also provides a new "gold mine" for Short Video entrepreneurs. However, music as a link of content creation, the threshold itself is relatively high, Netease cloud music and other platforms how to break through still have a long way to go.

Capital from all walks of life frequently enters the game

. From the original song lists, radio stations, and columns, to the current launch of Short Video functions, Netease Cloud Music is forming a unique social atmosphere.

It is reported that the Short Video on Netease's cloud music platform will be mainly music Short Video, supplemented by other pan-entertainment content including star dynamics. In terms of Short Video types, Netease Cloud Concert adopts a parallel model of UGC and PGC. While self-media and musicians provide head content, users are also encouraged to produce content.

Compared with other online music platforms, Netease Cloud Music seems to be at the forefront of the market in the layout of music Short Video. Netease Cloud Music officials also said that it had decided to launch a Short Video plan as early as 2016, but nearly a year later, when Netease Cloud Music launched the Short Video function, there were obviously many competitors in this field.

In April 2016, Toutiao Today launched an online video talent show called "China's New Singer" and spent 1 billion yuan to subsidize the creation of Short Video. At the beginning of this year, Toutiao Today wholly acquired Flipagram, a North American mobile video creation platform. The uniqueness of Flipagram lies in the fact that users can add 60 seconds of popular music to videos. Subsequently, Today's Headline invited independent musicians such as Zhong Lifeng to settle in and professional music managers to join. A series of layouts were also interpreted by the industry as Today's Headline intended to use music Short Video as a breakthrough to further layout the music industry.

In addition to today's headlines, Wang Feng's music App "Broken Music" was launched in October 2016, and tried a new model to commercialize the fragmented content of musicians and enhance the interaction between musicians and users. KONG Studio, which uses music Short Video to play songs for artists, received a first round of financing of 10 million yuan in December last year and is currently in the development stage. In January this year, the campus music Short Video platform completed a 14 million yuan Pre-A round of financing without music. Video platform Yinyuetai has also formed its own fan base. Although the main content of each platform is different, for now, the field of music Short Video has become a "hot spot" in the music industry.

User diversion is a problem.

Nowadays, most music platforms still focus on music player functions, and the field of music Short Video is still relatively blank. However, with the current rapid development of the mobile Internet, fragmented consumer content is more in line with user needs. Music Short Video, as a medium connecting musicians and users, bring significant dividends. Music Short Video from various capitals also focus on the efficiency of music Short Video in terms of drainage.

Overall, platforms such as KONG Studio, Don't Music, Today's Headline, and Netease Cloud Music are not limited to the creation of platform PGC content. They more combine UGC and PGC models to cultivate or create musicians through music Short Video, and perform or manage artists around musicians. Since the dissemination effect of Short Video is mostly calculated based on the number of plays, various platforms also have different ways to promote music Short Video services in order to attract users 'attention and win more traffic.

Don't focus on campus music, and fragmented music commoditize the fragmented content of musicians. In order to guide users to make more use of Short videos functions, Netease Cloud Music has planned topics such as "airing the concert scene you recorded" and "recording a video and sending it to love beans" on the platform. The unique music social foundation in the platform and the resources of star users, music celebrities, and musicians accumulated over the years also give Netease Cloud Music an advantage in the competition of Short videos. Today's Headline invited independent musicians such as The Good Sister Band, Yao Shisan, Zhao, and Zhong Lifeng to join the Headline. Musicians also interact with fans on headlines and use headlines as a launch platform for their videos such as MVs and tour tidbits.

In terms of effectiveness, since the music Short Video business within the platform is still in the early stage of development, user diversion is still a current problem. Taking today's headlines as an example, we hope to find potential audiences for musicians through hundreds of millions of users on the platform and our own big data push capabilities, thereby bringing traffic and revenue. However, as of now, the number of fans of most musicians who have entered the headlines has reached tens of thousands. The content released by some musicians is still limited to the promotional videos recorded for today's headlines, and the number of video playback has not exceeded expectations.

Creating "hot" videos is the key

. In the past two years, Short Video have become another important communication method for content entrepreneurship and social platforms due to their fast spread, low production barriers, and strong participation. Short Video bring a large amount of traffic also makes it a hot spot for capital chase. Data shows that as of March 2016, the number of active users in the Short Video market in China was 31.19 million, and the financing scale of Short Video-related entrepreneurial projects throughout the year reached 5.37 billion. Compared with consumer content such as graphics and long videos, fragmented content such as music Short Video is more likely to attract users 'attention. Whether it is musicians or music songs, it will also usher in more development opportunities.

According to Wang Yi, director of Evergrande's music marketing, the core of music Short Video lies in musicians, user media and user groups. "The Internet has two concepts: UGC and PGC. The earliest UGC model can be traced back to YouTube. At present, the business model of domestic music platforms is similar to YouTube. Music forms such as hip-hop and R&B are first expressed through videos and are clicked on and viewed on YouTube. This is a normal form of music release. It also makes the distance between musicians and users shorter and more connected. At this stage, music platforms need to try more business models, incubate high-quality content, and allow musicians 'works and performances to realize commercial realization through Short Video."

As the domestic Short Video war intensifies, music, as a part of content creation, will also face more intense competition. Judging from the music Short Video that have caused sensational communication effects such as "Little Apple", whether it is video websites such as YouTube or music platforms such as Broken Music, creative music Short Video lasting from 15 seconds to 3 minutes are still the key to pulling traffic. This is also the most scarce content on domestic music platforms at present. Faced with a huge user base, it is a long-term process to deeply cultivate the development of music content, improve the overall quality of music content, and enhance the interaction between musicians and users. However, in the short term, we can also create "hot" music Short Video on the platform., to achieve initial traffic and monetization for the platform.

Memories of investment and financing in the field of music Short videos

In April 2016

, today's headlines launched the online video talent show "China's New Singer".

In August 2016

, No Music received a total of 3 million yuan angel round investment from Oriental Fuhai and Seven Star Ladybug.

In October 2016,

Wang Feng launched the music App Broken Music.

In December 2016,

KONG Studio received 10 million yuan in first round of financing.

In January 2017

, No Music completed the 14 million yuan Pre-A round of financing led by Fengrui Capital and Jinpu Fund.

In February 2017

, Today's headlines announced the wholly-owned acquisition of the North American mobile video creator platform Flipagram

. In March 2017

, Netease Cloud Music was the first to launch Short videos functions in the iOS client version 4.0.

Editor: Nancy