Your old uncle, my Kun Kun", this is a quarterly review from the Chinese music scene.
wants to predict the future. Obviously, it’s meaningful to review what happened.
Today, Tencent Music Entertainment is under your music The list released the "Third Quarter Chinese Digital Music Industry Report." All the songs and artists counted in the
report are real events and data that happened this quarter. It reflects the "people, The flow of “financial and material” also reflects the consumption preferences and trends of music fans during this period. It is worth noting that the data in this report includes not only QQ music, Kugou music, Kuwo music, national K song, Microvision also includes partners Weibo Music, Nielsen Networks and Maoyan Entertainment. In addition, the public's consumption of music is becoming more diversified. In the statistics, your music chart also includes data such as car radio broadcasts. , A more comprehensive demonstration of the value of the music industry. The following are the key points we refined based on the report content for industry users’ reference.
01 Three key words: idol music, Hip-Hop/R&B, singing the motherland
1. Idol star Our music "Highlight Moment"
report shows that the number of hits in the third quarter increased, but the structure of the songs on the chart has changed. This is because during this time period, the idol industry has had too many historical events This includes the sixth anniversary of TFBOYS, the dissolution of NINEPERCENT, the release of R1SE’s first EP, etc.
Therefore, from the perspective of music style, OST and strength singing will remain unchanged year-on-year, and the proportion of idols rising from 19% in the previous quarter to This season’s 25%, Internet rookies dropped from 27% in the previous quarter to 21%.
2. "Wild Wolf Disco" hit the streets and alleys, R&B rose significantly
Among non-pop songs, the Chinese style steadily ranked No. 1. Hip-Hop/R&B has a clear upward trend, and rock has declined.
Among them, the top five singles on the hip-hop genre list are Cai Xukun’s "Blindfolded" (index by you: 93.66), GEM Deng Ziqi "Almost Girl" (indexed by you: 91.38), Jewel GEM's "Wild Wolf Disco" (indexed by you: 90.57), "Honey" (87.58) by Zhang Yixing, and "Love You 300" by Pan Weibo/Huang Xu/SeanT "(82). On the R&B genre list, Zhang Yixing’s "I’m Not Good" ranked first with a 93.88 by You Index, followed by Yongbin Ryan.B’s "Let's Show You a Big Trick" (by you Index: 89.17)
It is worth mentioning that the hit song "Wild Wolf Disco" in 2019 has set off a debate about the earthy taste of the Divine Comedy or the trend. Rapper gem GEM loves the poet Haizi, and has been on the music road for many years, finally in 2019 Third quarter of the year With this hot song, Du became popular in the streets and alleys, ushering in the spring of his career. (Recalling the old articles of Music Finance: Wild Wolf DISCO, Old Uncle and Native Culture)
3. Salute to the motherland, the theme song of young musicians is popular
In the third quarter, a total of 6 patriotic songs are on the chart, among which are Hu Yanbin and Rocket The song "Infinite" sung by Maiden 101 and Di Ali Gerba reached 80.71 by your index. The data of
also shows that the data of patriotic song listeners and Tencent Music listeners show that the 23-30 year old is the mainstream music listener. Through the affectionate interpretation of idol singers, young people’s love for the motherland and nation is further spread in the song Sublimation in the process.
02 From "The Master of Magic Dao" to "Nezha", Guoman OST has become the land of the Nuggets. Become the biggest bright spot of the entire film market in the third quarter. According to data from
, in the third quarter, the total box office revenue of Guoman Movies reached 5.525 billion, while in the first three quarters, the total box office of Guoman Movies was only 1.525 billion.
With the popularity of a batch of national comic movies in the third quarter, there is no doubt that the performance of OST national comic music in this quarter is also amazing. The ending theme of the movie "Nezha: The Devil Boy Comes into the World", "I Wander with Myself" is sung by Zhang Bichen, and the index reaches 88.91 by you. The promotion song of "Luo Xiaohei"Zhou Shen's "No Wandering" scored 82.16 by you, and Li Xinyi's promotion song "Walk with You" in "Full-time Master's Peak Glory" also reached 73.72 by you.
Looking back, we can find that , The "interactive chemical reaction" between animation and music is a huge market. After the release of national comics such as "White Snake, Origin", "Bears", and "Breaking Westward Journey" and other national comic films, the "remaining heat" that drove OST music showed its development potential.
Whether it is the OST music of the 80s generation that is deeply influenced by Hayao Miyazaki's movies and has been popular today, and Hisaishi Joe. Hayao Miyazaki's animation theme song concerts are held in major cities in China every year, and it is endless, or "Slam Dunk" "Master", "Conan" and so on drove the music concert. With the rise of Guoman, the original music of Guoman OST has become a bright spot with sustainable development potential in the industry.
And, this trend is not limited to national comic movies. In recent years, the national comic drama series have been developing rapidly, and a series of high-volume national comic drama series such as "The Master of the Devil", "The Unscrupulous Person", and "Fight Breaking the Sky" have also attracted a number of OSTs. . According to data from
, in the fourth quarter of 2018, the number of views of National Comics series was 6.204 billion, and 2 OSTs were on the list. By the first quarter of 2019, the number of views of National Comics series rose to 7.697 billion, driving 3 OSTs to the list. In the second and third quarters of 2019, this trend became more obvious, with a staggering 11.623 billion and 13.427 billion views successively, driving 5 OSTs and 8 OSTs to the list respectively.
Specifically, the biggest hit in 2019, "Chen Qing Ling", was adapted from the original Chinese comic "The Master of the Demon", which had a lot of original fans. In September, the second season of "The Master of Magic" animation ended, but the high-quality music interspersed in the play also left a deep impression on fans. The theme song of the animation is "Drunken Dreams Before Dust" and the singer is Lin Zhixuan. The users who listened to the song showed that users under 18 accounted for 44%, and female users accounted for 55%, while Lin Zhixuan’s own fans accounted for only 20% and female users accounted for 38%. The choice of singing anime OST helped singer Lin Zhixuan effectively reach and precipitate a younger group of fans.
In 2018, the electronic national style girl group SING sang the ending song "Not Envy" of the first season of "The Master of the Demon Dao: Qianchen Chapter". When the popularity of this work reached a high point in 2019, it also took the opportunity to drive the "No The spread of the song "Envy" has an index of 87.67 on your music chart in Q3.
singer Zhou Shen has become the most popular OST singer of the national comics this season. His "Movement", "No Wandering", "Straight Breaking the Sky" and "Initiation" scored by you are 88.27, 82.16, 80.57, 69.64.
It can be seen from this that how to use the rise of Guoman's works to detonate the Guoman music market, create one after another with emotional influence in the younger generation, and become one of the new points in the development of the original music market. However, around the precipitation of the IP value of Guoman's film and television works, whether Guoman Music has enough strength, one day, like Riman Music, it can establish a strong enough temperature connection and emotional memory among the younger generation of audiences, and it can still be realized Export the influence of music culture to the outside world?
This is a direction worthy of the time, money, manpower and creativity of the entire industry players.
03 Newcomers stand out, originality is still the core
In the third quarter of 2019, in addition to a batch of new songs in the Chinese music scene. Whether it is a music platform or a variety show, the selected group of newcomers are also worthy of industry attention. As for the original musicians of
, we can see that the new generation of powerful singer en released his first single "Yun Shui Yao" on July 15, 2019. At present, the index of this song on your list is 78.4. Subsequently, en released three solo singles in August and September, namely "Arrogant", "Suggesting Separation" and "The Rainy Season After You Go." Although a newcomer, in just a few months, en already has 224,000 followers on QQ Music. In addition, Mu Zhexi, another original singer who released the first single "Eleventh" in July this year, was well received, with your index reaching 71.41.
It is worth noting that in the third quarter, the singers who released their first studio albums with outstanding performances include Li Xinyi, Gu Landi, Shi Zhan, Liu Huahua, and Zheng Meili.
SOLO femaleAs for singers, this year's "Tomorrow's Son: Crystal Age" selected the strongest label Zhang Yuqi. The main original Zhang Yuqi's works "Answer" and "Outside" on your list are 78.31 and 7.59 respectively.
In addition, the report also pointed out the current dilemma in the music world, that is, the absence of original female voices and the urgent need for top female singers. Among the top female singers, nearly 50% of online rookies will account for only 18% of talented singers. The data also shows that in the third quarter, only 3% of female singers' works on the chart became popular, which is a significant gap with male singers.
In terms of music marketing, we noticed that the number of commercial songs released in the third quarter ushered in a small climax. Among them, Deng Ziqi and Dove's "I Have the Finale" became the hottest commercial song played in the third quarter, 13 times the average. The brand single "Impression of Summer", which the tour band collaborated with VivoX27, also made the list and performed well.
Generally speaking, the original ability of a singer is still an important factor in determining its development potential, and the development of original music also promotes the development of the industry.
On a more life-like level, when you walk into the subway and click to play music in the APP; when you walk into the cinema and hear the soundtrack of the film; when you walk into the theater and enjoy a musical with cantata... Congratulations, you have witnessed your own feelings in every scene and the history of an industry.
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