Apr 12, 2022
In Welcome to the Food Forum
The author made an inventory of the development process of the online music industry, and analyzed the reasons why online music has become the mainstream and the current situation of the domestic music market, and shared with you. 01 Competitive history of online music platforms The history of online music in China can be divided into two stages. The first stage started from the launch of the MP3 service on Baidu in 2002, and took the lead in supporting ordinary users to download music for free on the Internet. Then, major online music platforms such as Kugou Music, QQ Music, Xiami Music, and Tiantian Music were established one after another. In that era, because digital music was just emerging in China, it was in a blank area of law, resulting in the issue of copyright not being taken seriously. Major music job title email list companies were walking in the gray area of copyright, and even pirated music was popular. The most distinctive feature of this stage is that due to the irregularity of copyright, the platform rarely pays the copyright fee for music to the upstream copyright owner, and all music platforms basically support users to listen to songs for free or even download songs locally. At the same time, the functionality of music has been amplified. The significance of various music scenes is far greater than the significance of appreciation. All kinds of grassroots singers have become popular. I will talk about this later. In my opinion, the songs of this period acted as a "drainage product" for major music platforms. Through free music, music users are gathered together, and the traffic advantage of this group of users is used to attract advertisers, so as to achieve profitability. What music platforms care about is not the control and management of music quality, but the commercial value that can be formed after gathering the crowd. The second stage begins in 2009, when the Ministry of Culture first took action against pirated music. In that year, the Ministry of Culture issued a series of notices to regulate the order of online music and protect the intellectual property rights of music. Due to the tightening of supervision, the copyright fees of music platforms have increased, which has led to the first wave of closures of some music platforms with low monetization efficiency. In 2015, the National Copyright Administration issued the most stringent copyright order in history, and the supervision further strengthened the management of music copyrights. Major websites have taken offline unauthorized works. In the early years, the literary, high-quality and niche tone created by NetEase Cloud Music was favored by all kinds of young people, and I was no exception. At that time, the music libraries of various music platforms were not very different. What attracted me to NetEase Cloud Music was that the recommended song list was more in line with my taste and the comment area under each song was more exciting than the story.