Text | Li Qinyu Editor | Ding Qianwen Is life a wilderness or a track? This is a hot topic that has triggered widespread discussion on the Internet in recent days. Writer Yu Hua gave his answer in the live broadcast room of the reprint of "Going Away at Eighteen". He said....

Text | Li Qinyu Editor | Ding Qianwen

Is life a wilderness or a track?

This is a hot topic that has caused widespread discussion on the Internet in recent days. The writer Yu Hua gave his answer in the live broadcast room of the reprint of "Going Away at the Age of Eighteen". He said that young people should go out more to experience life and find an inner outlet. Reading has long become a low-cost way to quickly perceive the world, alleviate internal friction, and "see the world and yourself."

If reading is a process of constantly seeking wisdom to solve problems, then music is a long-term way for young people to heal themselves. When the two meet, what kind of wonderful chemical reaction will occur?

Compose songs for books, "music + reading" heals contemporary young people

Each generation has its own way of reading, from paper books to digital reading, from manual explanations to AI audio books, "reading" with ears has long been It has become the normal life of contemporary people.

According to the 21st National National Reading Survey data (collected from October 2023 to February 2024) initiated by the China Press and Publication Research Institute, the adult national book reading rate in 2023 is 59.8%, and the exposure rate to digital reading methods 80.3%, and digital reading has penetrated deeply into the lives of adult citizens, and listening to books and video lectures are also loved by more and more adult citizens.

Last year, 36.3% of adult citizens in my country said they had the habit of listening to books, and 33.3% of the minors aged 0-17 said they read by listening to books in the past year. It is worth noting that the mobile audio app platform is currently the most important channel for people to listen to books.

Kugou Music, as one of the largest music platforms in China, has gathered a large number of young users and has a large number of song copyrights and online libraries. On the occasion of the 29th World Book Day, Kugou, JD Books, and Dangdang Network jointly launched a series of theme planning activities.

html On April 23, the original music collection competition jointly organized by Kugou and JD Books officially opened. Well-known writers Yu Hua and Mai Jia invited readers to "compose songs for books" together. Some representative works by Yu Hua, Mai Jia, Ito Hiromi, Quentin and other Chinese and foreign writers have been selected as inspiration materials for music creation in the "book collection list". Contestants can choose their own books such as "Going Away at the Age of Eighteen" and "Letter from the World". "Movie Fantasy", "The Young Woman" and many other works compose unique musical stories and give new life to words.

It is worth mentioning that this is the first time that Kugou has launched a collection of original music around books. This is also what distinguishes this "Song for Books" from other original music competitions. To a certain extent, it is more like a cross-border experiment in the co-creation and integration of culture and music.

takes advantage of Kugou Music's massive user advantages and platform influence. This collection activity adds freshness and interest to original music and digital reading, and allows users to be immersed in music through the link of "composing songs for books". To achieve the rejuvenation of cultural IP. At the same time, Kugou Music has also broken away from its original platform identity, using its own musical characteristics and popular music content to further promote cultural heritage, assume social value with new vitality, and subtly attract more people to enjoy the company of literature, thereby driving the whole people Passion for reading.

It is reported that the "Compose Songs for Books" activity will also continue until June. In the selection, 60% of the online assistance rankings and 40% of the professional judges' scores will be accounted for. A cash prize of up to 20,000 yuan has also been set up, as well as additional value. 500,000 yuan of song promotion resources, and the award-winning outstanding works will also be selected by the competition organizer as event promotion songs. Moreover, the outstanding works shortlisted 6-10 will also receive promotion resources worth 50,000 yuan.

Just as a moving melody can evoke past memories, a touching text can also touch people's hearts instantly. Both provide people with ways to experience and express their emotions. Based on this, Kugou also jointly planned a joint reading playlist with Dangdang.com to enjoy a "fun" reading time in the interweaving of music and text.

At the same time, the two parties also jointly launched the "Happy Book Scent" solicitation in Xiaohongshu, searching for the best "book & song" cp across the Internet, inviting netizens to participate and share their feelings in reading and music, in a sense of participation and emotional resonance. It enriches the various experiences of "music + reading".

It can be seen that with the in-depth integration of "platform + content", Kugou Music deeply reaches users through original song collection, joint playlists, audio books, UGC content interaction, etc., in the utopia of "music + reading" Heal the spiritual world of young people.

Based on the openness of the "music +" ecosystem where everything can be used, Kugou no longer sticks to a certain wall, and more boundaries are being broken - through deep links with high-quality content IPs and head platforms, "Composing Songs for Books" is not only a "musical" literary influence for the public, but also a brand "warming" that shows the national, all-scenario, and global characteristics of Kugou Music.

From "just a lot of songs" to "more than a lot of songs", what are the advantages of music platforms developing long-form audio?

In recent years, people's reading and interaction methods have become more and more diversified and scenario-based. Online audio, with its accompanying characteristics, has become an important entertainment choice for users in different time periods and in different scenarios, filling up the fragmented time.

According to the "2023 China Online Audio Industry Insight Report", under the inward competition of many platform players, the quantity, update frequency, quality and degree of innovation of audio content are still the key to competition between online platforms.

To put it simply, whether you are making music or audio, the core focus is content, so that you can continue to attract users.

According to the "2023 Listening Book Ecosystem Report", Kugou Music has created a huge "pocket library" for users to communicate freely by continuously introducing high-quality audiobook content , covering fantasy, otherworlds, suspense Mystery, urban romance, literary classics, martial arts, fairy tales, historical novels and other genres fully meet the listening needs of different users.

In addition to "Tomb Robbers Notes", "Sun Tzu's Art of War", "The Three-Body Problem", "The Fighting Sword in the Snow" and other literary hits due to the linkage effect of "book and shadow", there are also "Zi Zhi Tong Jian" and "A Dream of Red Mansions" For traditional classic literary masterpieces, Kugou’s audiobook audios have exceeded 44 million last year, and the cumulative length of the works has exceeded 7.7 million hours. . If you want to play all these audios, it is equivalent to a song list. The song loops 111.05 million times.

What’s interesting is that, similar to listening to music reviews and posting reviews, “online audio + social networking with friends” has also become a development trend in online audio communities, which directly affects user stickiness and activity. The data in the above report also proves this. People are increasingly willing to record their reading experiences online. Kugou users have created as many as 420,000 book reviews and evaluations.

Previously, Kugou also launched a series of plans related to World Book Day, using cross-border KOLs and rich activities as a medium to mobilize massive audio content to guide users to explore reading preferences and works.

For example, in 2021, Kugou Music teamed up with Guangming.com to launch the "Sound for You, Hear the Power of Books" listening activity, inviting celebrities from the music and book circles to serve as recommended "readers" to launch their own private book lists, and established The gameplay of Tingshu Team encourages users to listen to books, making reading as interesting as playing games.

In 2022, Kugou Music also launched a special event with the theme of "All things are reborn, reading is good", and cooperated with the Shanghai Library to recommend excellent audios such as humanities, history, and the power of role models to readers across the country. Users can listen to suspense by turning over cards. Classic works in nine categories including mystery, original film and television works, and Chinese history. At the product level, Kugou has also added innovative ways to play such as daily lucky draws for VIP members and gift blind boxes on the event page.

Since then, every World Book Day has become a moment for Kugou and users to jointly create and display the spirit of "reading is more than just reading". It has also become a holiday for platform users to enjoy reading together and for everyone to read together.

In addition, Kugou Music has also introduced the audio book AI black technology. Many creators have begun to integrate AI creation into audiobook creation. Through the audio AI black technology, text processing, character recognition, AI recording, automatic audio tracking, and automatic sound effects All links are completed in one go, greatly improving the creation efficiency, and providing users with a variety of content such as ai audio novels, ai sleep-aiding music, and ai crosstalk storytelling. This not only helps creators improve efficiency, but also brings new ideas for content production to the audiobook industry.

From "just a lot of songs" to "more than a lot of songs", Kugou continues to expand its content boundaries, and uses interesting and meaningful theme activities and a growing audio content ecosystem to build its position in the long-term audio competition Advantages of Tao.

Conclusion

Back to the beginning of the topic, Yu Hua mentioned in his interpretation of "Life is not a track but a wilderness" that if you cannot reach the wilderness without a track, the track is very important, and the reason why we embark on the track is so that we can eventually go to the wilderness.

lays a solid foundation and is down-to-earth. For music platforms, it seems to be a survival rule that is often ignored.

relies on years of accumulation and accumulation, with massive audio content, extensive young user resources and operational activities closer to the Z era group. Kugou Music has expanded from listening to music to listening to audio content, and has truly become a BGM that has penetrated into people's lives. , continues to promote the promotion of national reading and the construction of a scholarly China, and has also become the number one player in the field of online music and audio.

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