On October 11, the first podcast offline salon hosted by NetEase Cloud Music concluded successfully in Beijing. With the theme of "From Sound to Soul: Exploring the Healing Path of Podcasting", this event invited a number of top anchors to have a dialogue with podcast listeners. The podcasts "Ritan Park", "Story FM", "Lively Voices" and "Ouchi Secret Talk" bring theme sharing, while "Limited Culture", "Blackwater Park" and "Genius Catcher" launch a round table around "Opportunities for Podcast Commercialization" Have a chat. This offline podcast salon creates a space for face-to-face interaction between podcast anchors, platforms and users, and also provides a communication platform for the three to jointly explore the future possibilities of Chinese podcasts.
Zhang Hou, head of the long audio business of NetEase Cloud Music, first made an opening speech. Zhang Hou said that NetEase Cloud Music has had a rudimentary "radio station" for podcasts since its inception, and officially changed its name to "Podcast" in 2020 to further develop long-form audio businesses such as podcasts. "NetEase Cloud Music has a younger and more dynamic user group than other audio platforms. In the first half of this year, we conducted a survey on more than 4,000 long-term audio users of the platform and found that more than 70% of them were born after 2000." Zhang Hou said, "Currently, the platform is converting more young users into podcast users through better content distribution strategies, and at the same time helping the commercialization of high-quality content." At the
event, NetEase Cloud Music invited Li Zhiming, Ai Zhe, and Ding Jiao Top anchors such as , Xiang Zheng, etc. share their podcast creation experience and commercialization practices from different perspectives.
As an early pioneer in the podcast industry, Li Zhiming, the founder of "Ritan Park" talked about his experience in turning a podcast program into a commercial company, and answered questions that are of concern to new podcasters such as how to obtain traffic growth.
Li Zhiming said that "Ritan Park" is promoting the commercialization of podcasts through paid programs, podcast MCN organizations, brand podcast incubation labels, etc. "The recent crime narrative program "Amagasaki Serial Murder Case" produced by Ritan Park has also First paid release on NetEase Cloud Music."
"Story FM" founder Aizhe introduced the commercialization exploration of his program in terms of brand advertising, copyright business, etc., and shared the original intention of the podcast, the topic selection angle and other directions.
"We are always thinking about what kind of topic selection is worth doing. In the current public opinion environment, some topics are discussed a lot, while other topics have lost their voice. As podcast hosts, we need to think about how to assume social responsibility, Let’s talk about something that deserves more attention.” Aizhe’s views were recognized by many anchors present. Ding Jiao, co-founder of
"Voice and Lively", shared the new trends she has seen in the podcast industry. She said, “There are more podcast programs this year, and media and content producers in non-podcasting industries have also begun to produce podcast content. It is more difficult for new programs to break through than in the past few years. Faced with such challenges, finding good content products Positioning is the key. It is recommended that podcast organizations create content matrices in different fields, time nodes and content needs based on different portraits of people."
Late Night Talk Podcast Network Manager and founder of "Da Nei Secret Talk" Xiang Zheng said "the purpose of podcasting" "Road to Healing" as the topic, shared his personal experience and listener stories, and communicated with everyone present on his explorations in podcast production, podcast travel, and offline podcast conversations.
"Limited Culture" anchor Xing Guang, "Genius Catcher" anchor A Meng, and "Blackwater Park" anchor Jin Hua also held a roundtable discussion on the "Opportunities for Podcast Commercialization", and many novel insights came out. Xingguang proposed different routes for the commercialization of podcast programs: "Podcast programs have different tones and characteristics, so different commercialization paths can be tried. For example, some podcasts develop dramas, books and other content around copyright." Ah Meng said in this regard Agreed, he found that paid programming and intellectual property development were more suitable commercialization routes for his podcast, and the income from the latter was more stable than advertising income. Jinhua's "Blackwater Park" currently uses paid programs as one of its main commercialization methods. "This prompts us to put all the focus on the program content itself, worrying about what content to do next week every week, and based on sales and users Adjust the program theme in a timely manner based on feedback."
In the final interactive Q&A session, the podcast creators put forward many suggestions for optimizing the product functions of NetEase Cloud Music Podcasts, and had in-depth conversations with the podcast lovers present. The atmosphere of the exchange was lively.
"Black Cat Detective Agency" Well-known podcast anchors such as "Zhixing Bistro", "Fafa King", "Aiyohao Radio", "Safe Exit", "Jihe.net", "Boringzhai" and "Podcast Commune" also came to the scene to interact and communicate.
is a popular among young people As a favorite online music platform, NetEase Cloud Music has always continued to explore and explore more "listening" scenarios, such as the development of long-form audio services such as podcasts, radio dramas, and audiobooks. In the future, NetEase Cloud Music podcast offline salon activities will also be held in more City landing, continue to gather podcast groups, work together with outstanding podcasts to jointly promote the overall progress of the industry, and bring more high-quality content and novel experiences to podcast lovers.
