NetEase Cloud Music Wei Yuan talks about the trend of integrating local cultural core into music creation in the fast music era

On October 11, the "2023 China Digital Music Industry Conference" grandly opened in Huli District, Xiamen City, attracting nearly a thousand people from all over the country including music industry practitioners, experts, scholars, and media personnel. With the theme of "Carrying New Missions and Singing on New Journeys", this conference will showcase the development achievements of China's digital music industry, explore future development directions, and promote the innovation and upgrading of China's digital music industry. Wei Yuan, Vice President of NetEase Cloud Music Copyright Development Department, delivered a keynote speech titled "How to Tell the Story of Chinese Music in the Fast Music Era" and shared NetEase Cloud Music's exploration and practice in music production and dissemination.

In the past ten years, various genres and cultures around the world have profoundly affected the creation and dissemination of Chinese music. NetEase Cloud Music has been committed to promoting the development of Chinese original music for ten years. Wei Yuan said that NetEase Cloud Music has paid attention to the power of original musicians for a long time and has concentrated a large amount of resources to support the creation and dissemination of local original musicians. She believes that in the era of fast music, how to tell the story of Chinese music is a question worth thinking about. In the past ten years, the quality of China's original music has become higher and higher, and users' recognition of original music has also become higher and higher. Original musicians pay more attention to exploring local characteristics, inheriting and innovating excellent traditional culture, expressing their own stories using dialects, folk customs, ethnic groups, local operas and other elements to show the diverse charm and confident style of Chinese music.

Since the development of Chinese original music, it has not only achieved great success in mass popularity, but the regional culture that NetEase Cloud Music pays attention to and supports has also injected a steady stream of new energy into Chinese music. Wei Yuan introduced the specific cases of NetEase Cloud Music in discovering and supporting original musicians with regional characteristics on the platform, such as the local musician promotion program "Near Earth Voices", the new rap talent discovery program "Street Moves", and the dialect song planning "Follow the River to the South", the national hip-hop project "OneLuv", etc. She said that through these special plans and traffic support, NetEase Cloud Music helps musicians better demonstrate their own styles and characteristics, allowing users to use music as a medium to connect people with urban cultural scenes and feel the charm of music in different regions.

Under the trend of new technologies, NetEase Cloud Music is committed to helping musicians improve their creative efficiency and level through technological innovations such as AI. The platform has launched a series of music creation efficiency auxiliary tools, actively exploring the application of cutting-edge technologies in the field of music, covering the entire creative process of musicians, such as Inspiration Charging Station, BEATSOUL Jiling, NetEase Tianyin, NetEase Cloud Music·X Studio, etc. This year, NetEase Cloud Music also cooperated with Xiaobing, a leading domestic AI company, to launch 12 unique AI singer voices to help producers and songwriters quickly match sounds for their works and better create works. Wei Yuan believes that these products and services can lower the threshold of music production, help musicians create at a lower cost, and explore multiple channels and new forms of copyright income.

Wei Yuan finally said that NetEase Cloud Music will continue to adhere to the "user-centered" concept, provide users with high-quality music content and services, provide all-round support and cooperation opportunities for original musicians, and contribute to the development of China's digital music industry. Contribute to development. We hope that through the platform of NetEase Cloud Music, more people will hear the sound of Chinese original music and more people will fall in love with the stories of Chinese original music.

This conference is jointly sponsored by the China Audiovisual and Digital Publishing Association, Xiamen Cultural Development Office, Xiamen Press, Publication, Radio, Film and Television Bureau, Xiamen Huli District People's Government, the Propaganda Department of the Xiamen Huli District Committee of the Communist Party of China, China Audiovisual and Digital Publishing The Digital Music Working Committee of the Association and the Culture and Tourism Bureau of Huli District, Xiamen City are jointly organized. The conference also released the first digital music industry report - "China Digital Music Industry Report (2022)", as well as the "Proposal to Promote the High-Quality Development of China's Digital Music Industry", and promoted and commended the outstanding digital "Salute to the Extraordinary Decade" Music works, three theme forums were also set up, inviting industry leaders, experts, scholars and business representatives to share their unique insights and successful experiences in the digital music industry.