On September 13, 2023, NetEase Cloud Music released the musician support project "Ladder Project 2023 Phase 2". It is reported that this "Ladder Project 2023 Phase II" has made innovative functional improvements in terms of interaction between musicians and fans, and launched a new "appreciation" function, which has built a more diverse and effective interactive communication bridge for both art fans, and further Provide traffic support for excellent original works so that every excellent work can shine.
This is also a new support project tailored for the musician group based on the latest needs of musicians after NetEase Cloud Music released the "Ladder Plan 2023 Phase 1" in the first half of the year. On the one hand, it creates a new way of interaction between musicians and music fans, and on the other hand, it helps every musician gain the confidence to create freely.
"Ladder Plan" is a diversified support plan for musicians launched by NetEase Cloud Music in 2018. It covers multiple aspects such as income, traffic and functional services, aiming to provide musicians with a better creative environment and development space. Help every music dream. Since then, the Yunti Project has carried out multiple rights upgrades in the past six years and has continued to expand its support for musicians.
For example, in last year's "Ladder Project 2022", NetEase Cloud Music expanded the scope of musician certification. In addition to songwriters, arrangers and producers can also settle in and certify the identity of musicians; lyrics, music, and singers can negotiate Allocate proportions to participate in the work sharing; all advertisements on the platform will be included in the sharing; a new one-click rights protection service for authorized songs will be added.
This year, NetEase Cloud Music once again upgraded and launched the "Ladder Project 2023" in response to the needs of musicians, and took the lead in launching the "Ladder Project 2023 Phase 1" in April. According to relevant information, the "Yunladder Project 2023 Phase I" mainly provides support to musicians in terms of revenue from platform playback of their works, and increases the share of revenue from platform playback of exclusive songs to 100%. In other words, after deducting relevant channel fees and operating costs, musicians who have signed exclusive songs will receive 100% of all income from NetEase Cloud Music, including membership subscriptions, single subscriptions and digital album sales. And the incentive reward mechanism is "the more you sign, the more you get, there is no cap", which means that musicians who sign exclusive songs will receive a very considerable increase in income.
And nearly half a year later, the "Ladder Project 2023 Phase 2" was further launched. NetEase Cloud Music stated that this is also to use greater efforts to support the creation of original musician groups. After a musician activates the "appreciation" function, music fans can send gifts to the musician through various channels such as the musician's homepage to express their love and support for high-quality music content. At the same time, musicians can also customize introductory messages and exclusive thank you cards for their fans, and respond to every appreciation with heart. The relevant income, after deducting channel fees, will 100% belong to the musicians.
Currently, all musicians can now open NetEase Cloud Music and search for "Yunladder Project" to participate in related activities. NetEase Cloud Music also revealed that since the launch of the "Yunladder Project 2023 Phase I", among musicians with income, more than 50% have seen an increase in income, of which more than 30% have doubled.
Relevant data shows that NetEase Cloud Music has continued to help musicians increase their income in the past few years and help them obtain a better creative environment. For example, relevant research in 2020 found that the income of more than 40% of musicians on NetEase Cloud Music Platform has increased significantly compared with three years ago, and the musicians with the highest cumulative online income on the platform have earned more than 10 million yuan; as of October 2021, through The number of NetEase musicians who have received income sharing from the Yunti Plan has increased by more than 80% year-on-year, and the number of people with a monthly income of more than 1,000 yuan has increased by 100% year-on-year; as of the end of 2022, the total income of behind-the-scenes musicians supported through the Yunti Plan has increased by 100%.
As an original music platform, NetEase Cloud Music has previously promoted original music to the public through a series of support programs such as the Ladder Project, the Stone Project, the Hard Ground Original Music Chart, and the Star Collection Songwriting Competition to promote the continued growth of musicians.
In the future, NetEase Cloud Music will continue to expand the scope of relevant support, increase support, provide better services to musicians, and help Chinese original music achieve better development.
