"Is it finally possible to listen to songs in a 'one-stop' way?" "The fight for copyright is coming to an end?" Recently, Tencent Music and Netease Cloud Music have launched the "*" campaign, which has triggered heated debate among netizens. Industry experts pointed out that * the end of the era of music copyright will benefit the platform, users and industry. In the long run, it is a step for the online music platform to go "*". It must return to the original service, concern about user experience, and actively participate in healthy market competition.
"*" is no longer a selling point
"Copyright protection is a good thing, but listening to songs, which should be relaxing, has become more and more complicated!" Liang Xiaoxu, a white-collar worker in Beijing, sighed to reporters. In order to support his favorite singers, he once downloaded three music apps (applications) to switch back and forth.
Jumping from one music platform to another, paying for some * tracks separately, and buying idol digital albums on specific platforms... Many music "enthusiasts" have had similar experiences. In this regard, Xiang Kai, a young playwright and director, analyzed our reporter that * music copyright brings high premium royalties and high operating costs, * and consumers will eventually pay for it. It is extremely unfair for users to make "binding consumption" on the platform.
On July 24, the State Administration of Market Supervision and Administration issued the Decision on Administrative Penalty to Tencent Music, ordering it to terminate the copyright within 30 days and stop the payment of high advance payment for copyright fees. On August 31, Tencent released the Statement on Abandoning the Rights of Music Copyright * *, saying that it has * sought to terminate the agreement with relevant upstream copyright parties as soon as possible *.
Netease Cloud Music also has new moves. Many netizens found that the "*" mark marked on the previous * album songs of the platform has been removed. Netease Cloud Music also said that it was stepping up negotiations with many record companies on non * copyright cooperation to launch Tencent Music * songs that had previously been taken off the shelves as soon as possible.
The actions of the two music platform giants indicate that "*" will no longer be the "selling point" of the platform. Jiang Han, a senior researcher of Pangu Think Tank, pointed out that for the music industry, * copyright was once a "unique weapon". Almost all participants in the music industry locked some consumers on their own platforms in this way, so as to gain * market benefits. When the music copyright is no longer "*" and "*", the traditional mode of music platform operation copyright will be changed, and the original means of maintaining and expanding users will also become invalid.
Promote the benign development of the industry
Ding Lei, CEO of NetEase, said recently: "We are willing to carry out extensive * cooperation with various record companies with * great sincerity and sufficient funds to jointly build the Chinese music market." He called on record companies to open up * with the idea of openness, fairness and co creation of healthy development of the industry.
*Music copyright was once the core asset and key resource for the operation of major platforms. A fact that cannot be ignored is that while music platform giants are seizing music copyright, market share and industry traffic, many small and medium-sized music platforms have withdrawn from the historical stage, and the number of music websites has also decreased significantly.
Industry insiders pointed out that, on the one hand, the platform will lose innovation power and care less about the user experience while occupying * copyright. On the other hand, the excessive use of the rights of * may lead to improper business practices such as arbitrary price adjustment of relevant enterprises. This is by no means a long-term solution for the development of the industry.
"The end of the era of * music copyright has a positive effect on the industry, platform and users." Zhou Kai, Secretary General of the China Cultural Industry Development Research * Think Tank, believes that more online music platforms participate in market competition and abandon the "moat" of * copyright in the past, which can promote the development of related enterprises; The copyright will be sold to many companies, and the price will tend to be reasonable; Users can hear good songs from more platforms.
In June this year, the Central Cyberspace Office announced that it would launch a nationwide campaign to rectify the chaos in rice circles. Some music platforms have also taken action, introducing measures such as canceling the leaderboard, stopping inducing fans to consume, and limiting the number of digital album purchases.
Experts pointed out that the past * copyright, especially the * copyright of stream singers, was closely linked to the so-called "fan economy". The star effect quickly helps the platform to bring new users, thus promoting the "flow realization". From the perspective of the recent "food circle governance" environment, it is more far-reaching to break the copyright of *, which requires the music platform to return to rationality. The means of making quick money by using the "fan economy" will further reduce the operational space.
Improving user experience is the key
"When can 'freedom of listening to music' be realized on an app?" Public opinion is full of expectations for the actual effect of "*" removal of music copyright.
Jiang Han pointed out that the complete cancellation of * copyright is undoubtedly a major benefit to copyright fairness, and the copyright price is expected to gradually return, but the specific implementation and progress still need to be observed. "From the perspective of the whole industry, the problem in the current online music market is that there are few competitors in several leading music platforms, which is not good for a healthy market."
According to industry analysis, although Tencent has renounced * copyright, if upstream copyright owners still do not launch these works on other platforms, it will also affect the breaking of monopoly to some extent.
In Xiang Kai's opinion, establishing public copyright and promoting music copyright sharing are the proper meanings after the removal of "*". "In the post copyright era, the competition of online music platforms will gradually turn into the competition of products, services, content and other dimensions. The platform should actively improve the level of innovative services, improve user experience, provide more musicians with space to show their talents, and promote the inclusive development of the music industry."
At present, new music platforms represented by dithering music and fast hand music are emerging, and some traditional second-line music platforms are also trying to find ways to survive. The cultivation of independent musicians, Live concerts, digital peripherals and other new content, new play methods are constantly being pushed to the market. Experts pointed out that with the release of music copyright, an industry "shuffle" will eventually come. Whether we can seize the opportunity and concentrate on business model, service model, product development and other aspects depends on the efforts of each platform. Next, the online music industry should actively explore and establish a reasonable operation mode, so that participants in the production, dissemination and consumption chain of online music can enjoy the dividends of innovative development of the copyright market.
