What breakthroughs and opportunities will it bring to the music industry? , short videos and live broadcasts are popular

The short video live broadcast platform is increasingly closely connected with the music industry. On the 19th, the "Sound·Sheng" 2023 Kuaishou Music Ecology Conference was held in Beijing. Kuaishou, which is the first in the industry to implement dual-scenario music settlement for short videos and live broadcasts, and effectively promotes the comprehensive standardization of music consumption in short videos and live broadcasts, will launch a new incentive plan in 2024 and launch a song promotion "π" plan to join forces with all parties Create hit songs.

Up to now, Kuaishou has cooperated with more than 1,000 copyright companies, accumulated tens of millions of songs in its music library, had more than 100 billion online activity plays, and more than 5 million submitted works.

At the conference, Li Kui and Sanna were singing.

Helping good songs find more listeners, hit songs are played 380 billion times annually

At the Music Ecology Conference, the "2023 Kuaishou Music Ecology Data Report" was released. The report shows that this year, 340 million Kuaishou users have released 10.6 billion music videos, and the videos have been played nearly 20 trillion times, including 386.4 billion hits of popular songs.

Pan Yan, vice president and secretary-general of the China Performance Industry Association, attended the conference. She pointed out in her speech that Kuaishou is a highly popular online platform and an important outlet for the dissemination and promotion of online music. With the high frequency of use of short video BGM, a song The spread speed and breadth of music have increased exponentially, helping good songs find more listeners in the era of new media communication.

Huang Mimi, Vice President of Operations of Kuaishou Technology and Head of Kuaishou Author and Content Ecosystem Business Department, said that these users are highly active in music content, which means that they are all users with deep interest in music, and also reflects users’ strong demand for music. “This can provide music creators with more exposure and help build deeper connections and loyalty.”

At the conference, Kuaishou awarded several awards to ecological partners such as high-quality music works, musicians, and copyright owners that emerged on the platform in 2023. 23 talents, songs, and copyright owners received awards.

According to calculations by the China Audiovisual and Digital Publishing Association, the total size of China's digital music market, including online music, music short videos, music live broadcasts, and online karaoke businesses, will be approximately 155.49 billion yuan in 2022, an increase of 16.8% from 2021. Among them, the market size of music short videos is approximately 41.03 billion yuan, an increase of 19.8% over the previous year.

The first dual-scenario music settlement for short videos and live broadcasts was launched, and the total annual settlement amount for copyright owners increased by 15.5%

Today, the short video industry is rapidly changing the way music is disseminated and consumed. The above report shows that in 2023, the number of songs used more than 10 million times in the Kuaishou short video scenario increased by 12 compared to last year, and the popularity cycle was 54.43 days, an increase of 10.32 days compared with 2022.

In 2021, Kuaishou will implement dual-scenario music settlement for short videos and live broadcasts for the first time in the industry. At the same time, it will open settlement channels to corporate institutions and independent musicians. Without requiring exclusive copyright, there will be no upper limit on the settlement amount. In order to allow copyright owners to obtain real income from Kuaishou, Kuaishou Music actively promotes the scientific, standardization and transparency of the platform's copyright settlement mechanism, and creates a "housekeeper-style" management and copyright settlement platform to make data clear and easy to operate. At the same time, we continue to connect business cooperation with copyright owners, broaden the income structure, and work with various copyright owners to jointly promote, and finally accumulate a series of Kuaishou’s unique song promotion methods, making many excellent songs become hits, and creating industry-leading music Library, using popular gameplay to drive the production of featured content.

Wang Yefei, chairman of the Capital Copyright Association, believes that Kuaishou’s innovative settlement measures empower the platform’s music ecosystem with genuine good songs and also provide a reference for settlement rules for other platforms in the industry. These useful attempts and valuable experiences will undoubtedly play a positive role and influence in conserving the ecology of the music industry and promoting high-quality development of the music industry.

According to Yu Lan, the head of Kuaishou Music Center, in 2023, Kuaishou has facilitated song commercialization scene cooperation for 30 copyright parties, and the total music settlement amount of copyright parties increased by 15.5% year-on-year.

In the process of copyright signing and introduction, Kuaishou pays special attention to the agreement on authorized rights and authorized use methods, and corresponds to the actual application scenarios in short video scenarios. Meng Jie, vice president of legal affairs at Kuaishou, said: “In addition to normal information rights and broadcasting rights, Kuaishou also focuses on introducing adaptation rights so that users can create new creations in the Kuaishou community and show off their talents, and also release more potential value from music. ”

At the roundtable forum of the Music Ecology Conference, Chen Kai, a copyright company representative, partner and senior vice president of Weifan Yinyue, said that a healthy copyright account sharing model is the key to the development of the music industry. Kuaishou Music's copyright split concepts such as marketization, non-exclusiveness, and data transparency have pioneered the short video and live broadcast industries. This not only allows copyright owners to obtain good profits, but also allows the value of niche musicians to be discovered. In addition, the support of Kuaishou data allows copyright companies to continuously optimize the existing label system, truly allowing musicians to understand market demand and maximize revenue.

Leaders from copyright companies such as Universal Music and Renjianrenai also pointed out that cooperation with Kuaishou allows copyright companies to have front-line contact with user preferences and popularity, provide timely feedback on inspiration and motivation for guidance, and use more efficient strategies to deal with high-frequency User preferences change.

Launched a new incentive plan to create a revenue model for musicians that achieves long-term benefits

In 2022, with the launch of the "Dawn Project" and the "Looking for Treasure Musicians" plan, a large number of Kuaishou musicians have completed the transformation from "amateurs" to "celebrities".

Chen Yipeng is one of them. He is known to the outside world for his performance of Cantonese opera with a Chinese style. The fusion of modern electronic instruments and folk music instruments gives Chen Yipeng's works a melody that has the rhythm of pop music while retaining a trace of ancient charm.

"Kuaishou has a diverse and inclusive ecosystem that has gathered a large number of outstanding musicians and audiences who love traditional talents. I believe that through this platform, I can better spread Cantonese music and let more people understand and love this art." Chen Yipeng said.

Ban Zhiyuan, deputy secretary-general of the Digital Music Working Committee of the China Audiovisual and Digital Publishing Association, believes that platforms such as Kuaishou make it easier for musicians and musical works to be discovered and disseminated, and at the same time provide new creations and new performances for musicians and musical works. ways and new revenue streams.

In 2023, Kuaishou signed contracts with more than 300 high-value musicians, of which 20% are musicians with more than one million fans. It has reached strategic cooperation with many leading MCNs such as Huanju Media, Faliren Music, and Wenhong. Fans The overall coverage exceeds 80 million. At the same time, non-popular songs also have a lot of room for survival on Kuaishou. Among paid musicians, 56% have less than 10,000 fans, and nearly 50% of song usage on the platform is contributed by non-popular songs.

In 2024, Kuaishou will launch a new incentive plan on the basis of ensuring music copyright settlement, increase the revenue proportion of high-quality licensed content, and jointly create hit songs with various music content parties through the song promotion "π" plan.

Kuaishou explained that "π" is an irrational number that does not cycle and is an infinite value that is not defined, and the same is true for music. It is necessary to use various incentives to make music its own "π", regardless of "π" category.

Pan Yan said that in addition to relying on platform traffic to allow good music to find new outlets, platforms need to think about how to protect the rights and interests of musicians. By improving the copyright protection of original music on the site and creating a revenue model for musicians that can achieve long-term profits, we will achieve a virtuous cycle of the Kuaishou music ecosystem.