New Music Industry Observation original article, unauthorized reprinting is prohibited
Author | Zhu Li Ke
Is the value of music only limited to entertainment?
With the rapid development of online audio-visual, Internet music platforms have become the primary way for the public to access music. For many people, music is not only a form of entertainment, but also a protective shell in this complex world and an important medium to connect with the outside world.
Music has warmth, and music platforms are also working hard to expand their value boundaries.
On the one hand, the music platform continues to provide users with richer content and better services. On the other hand, it also actively assumes more responsibilities such as cultural inheritance, humanistic care, and innovative public welfare. In 2023, Kugou Music will combine its own platform advantages, use users' interests and emotional needs as inspiration, use high-quality music content as the medium, and integrate innovative technologies into it. Through a series of activity planning, it will give the brand extra warmth and exert its influence. greater social value.
Cultural cross-borders stimulate new vitality of IP
Creating IP has been a hot topic in the cultural and creative industry in recent years, and the definition of IP has gradually become generalized. Not only literature, animation, and film and television works, but also national treasures such as Along the River During the Qingming Festival, Zeng Hou Yi Chimes, Dunhuang murals, terracotta warriors and horses, Sanxingdui and other cultural relics and historic sites can all become cultural IP.
With the trend of cross-border integration of cultural products, music has gradually become a new tentacle for young people to feel the charm of cultural IP. Music platforms are also continuing to give full play to their own musical characteristics and provide many creative ideas for the digital development of excellent cultural resources.
For example, Kugou Music, in conjunction with China Philately last year, launched the "Sound" is "Post" for You" stamp music interactive activity on International Museum Day, which included the Sanxingdui bronzes, Qin Shihuang's terracotta warriors and horses, Changxin palace lanterns, and emissary pictures issued by China Philately. Four of the most popular cultural relic-themed stamps have been transformed into statement postcards, paired with national songs familiar to young people, releasing the charm of cultural relics from different angles. In addition, Kugou Music has also launched "Happy to See National Treasures" customized skins and other peripherals , together with China Philately, created an online museum of "cultural relics + music", using digital technology to make cultural relics "alive" and bring them closer to young people.
This is not the first crossover between Kugou music and cultural IP Cooperating with the industry, Kugou has previously launched the "Desert Post Office" music project with China Post. By combining music and mail as two carriers, it has launched Desert Post Office promotion songs, letter collection, customized postcards and other contents to let letters heal people's hearts. , music cures loneliness, thereby helping young people find peace and healing power in fast-paced life.
To stimulate new vitality in cultural IP, we need to pay attention to the power of "empathy". There is nothing more suitable than music to be the link of emotional transmission.
Kugou Music adds music elements to it. Through methods familiar to young people such as statement postcards, exclusive playlists, and customized player skins, it can not only better demonstrate the characteristics of these cultural IPs, but also awaken the young genes of traditional culture. Let young people better understand the cultural meaning behind IP and inspire its new vitality.
Music is good and delivers the power of healing
Music is not only a bond of cultural exchange, but also an important medium for emotional exchange. As the best expression of human beings As one of the emotional art categories, music has made great contributions to the care and healing of different groups, and has also opened new doors for public welfare.
As the technology of music platforms continues to upgrade, the "music + public welfare" model is also constantly innovating.
As early as 2018, Kugou Music launched the "Barrier-free Adaptation" function to allow visually impaired users to obtain music content more conveniently. Last year, Kugou launched the "Sound for AI" music charity project, based on The sound of the black technology "Lingyin Engine" replicates AI technology and reproduces the voices of hearing-impaired children, helping them realize their "singer dream" and maximizing the value of technological progress at this moment.
Not only special groups, but the mental health of the public is also a direction that Kugou Music has always been concerned about.In March last year, Kugou and the Charity Foundation jointly launched the "Awakening of Vitality, Healthy Running·Music Healing Plan" to deliver anti-depressant power in the form of "running + music". From the initial launch of "AI Healing Space", "Comfortable Sleep Aid", "Insomnia Treatment" and other stress-reducing contents, to calling more people to pay attention to mental health issues through various music planning activities, Kugou has improved the platform content while using Its own brand effect actively fulfills more social responsibilities.
As a national music platform, Kugou Music has accompanied generations of young people into different stages of life. "Flash Graduation Season" is what Kugou Music has been doing. Since its launch in 2022, Kugou has not only sent blessings through concerts, but also launched a flash story collection event to encourage everyone to express their feelings about graduation. At the same time, it has integrated multiple resources to provide practical help to graduates, using music Deliver the value of charity and accompany them to start a new stage of life.
The continuous advancement of digital technology has made people's lives more convenient, and "le" and "medicine" have the same origin, and have been endowed with the power to heal people's hearts. As a digital music platform, Kugou combines the two and takes them to the extreme, cares and heals different groups of people, delivers the energy of music to more people in need, and continuously injects humanistic care into brand and product operations.
Platform linkage, retaining traditional sounds
According to the "2023 Tencent Entertainment White Paper" data, the number of online music users in my country has reached 726 million. The Internet music platform has almost the largest base of music users and the most comprehensive music content. While continuing to improve its own technology and content, the platform is also constantly exerting its brand influence, demonstrating the platform's ability to disseminate traditional culture and deliver core values. Be responsible.
In recent years, Kugou Music has been committed to the conservation, inheritance and innovation of musical intangible cultural heritage content, and has hosted the "Yunyou Intangible Cultural Heritage Image Exhibition" sponsored by the Ministry of Culture and Tourism for four consecutive years. As the only digital music platform to host this event, Kugou uses music as the entry point to present traditional "ancient songs" represented by operas, folk songs, and national musical instruments to the audience, allowing young users to experience the artistic charm of traditional Chinese intangible cultural heritage music. At the same time, it also provides digital guarantee for the protection and inheritance of musical intangible cultural heritage.
The "Kugou Intangible Cultural Heritage Music Illustrated" previously released by Kugou shows that more than 100 million new generation listeners born in the 1990s and 2000s "want to return" to intangible cultural heritage music. Taking Kun Opera as an example, the post-90s and post-00s generations have listened to Kun Opera 275,000 times through Kugou in one year, with a cumulative play time of more than 160,000 hours. In the excerpt of "The Drunken Concubine", many post-00s listeners left comments and lamented, "I feel relieved to see so many post-00s listening."
Kugou is not only traditional music, but also traditional festivals. Focusing on traditional Chinese festivals such as the Spring Festival, Lantern Festival, Qingming, Dragon Boat Festival, and Chinese Valentine's Day, Kugou has successively created a series of music content that combines digital music with traditional culture in recent years.
For example, Kugou Music has participated in the "Live Video Hometown Year" event hosted by the Department of Intangible Cultural Heritage of the Ministry of Culture and Tourism for many years. It uses online live broadcasts and digital playlists to showcase annual customs and cultural activities in various places, attracting thousands of visitors every year. Over one million live views and over 10 million playlist plays. Using digital music to explore the cultural connotation of traditional festivals is an active attempt by Kugou Music to spread traditional culture. It not only highlights Kugou Music's sense of social responsibility, but also plays a leading role in the industry.
A music platform with feelings and warmth not only cares about the music experience of the vast majority of users, but also sees the music needs of special groups; it not only uses innovative technology for its own development, but also benefits more fields and allows more people to You can feel the convenience brought by technology; let music no longer be limited to entertainment, but truly have healing power and become a beam of light in a long life.
As one of the leading Internet music platforms, Kugou Linkage Culture IP helps it stimulate new vitality, use the healing effect of music to care for specific groups of people, and use technological innovation to help the dissemination, exchange and interaction of traditional culture. This series of measures are all Let everyone have a high degree of recognition of the brand on an emotional level. Focusing on different dimensions such as listening, watching, and playing, Kugou Music amplifies the value of music in a closer and more scene-based way, conveying positive energy while also making the brand more warm.
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