How to build a new music label under the current background of the times? After establishing a new label, how can it be run effectively and healthily? Branding is not new, but doing it well, especially being able to create distinctive features and do it for a long time, is not easy, or even rare. Many classic labels cannot withstand the erosion of time and have the courage to create new labels to enter the market. This is still based on their love for specific music content and their firmness in the market prospects.
NetEase Cloud Music and 88rising jointly established the music label moonjellies (Chinese name: Muguang) on April 22, which means jellyfish that glow in the night, like clouds and the moon. It is said that this literary and artistic name is inspired by the moon jellyfish. They are unique, beautiful and mysterious. The moon glows at night with gravity and energy, implying a new music label, aiming to create a secret realm where fantasy and reality are intertwined, and a wonderful music experience. .
moonjellies provides a brand-new idea, which is a digital music platform and a well-known youth subculture brand jointly created, targeting the Z generation trend and internationalization, with inherent resource advantages and cultural character, which is the dream of many musicians and practitioners of. What kind of light can moonjellies emit? What can you bring to the music scene? What can music fans expect? In this special issue of the music label scanning series, Nandu reporters interview the relevant persons in charge of this new label to discuss analysis and predictions. If there is a lamp, there will be light, and if there is light, there will be hope.
a
Why do you want to jointly establish a new label?
NetEase Cloud Music, as China's largest music community and original music platform, has provided various support programs for original musicians over the past 10 years, and has continued to cooperate with independent labels such as Youshishan, Qingchai Culture, and Mingtang Records. 88rising is a representative of Asian music culture. It has always been committed to helping Asian musicians enhance their international influence. Its collaborative musicians, such as Rich Brain, Wang Jiaer, and Liu Yuxin, have achieved outstanding results. NetEase Cloud Music and 88rising are already leaders in their respective fields. Why did they jointly establish moonjellies?
The relevant person in charge of NetEase Cloud Music revealed that based on operational experience and data analysis, we can intuitively perceive that there is an obvious phenomenon in the current music market, that is, the trend of "fragmentation" and "circulation" is becoming increasingly obvious. Young people are more clear about their preferences and pursue distinctive and personalized music content; at the same time, NetEase Cloud Music has also noticed in the process of supporting original musicians over the years that many young trendy musicians will also Gathering together naturally, everyone exchanges music and grows together.
Based on these perspectives, now is indeed the right time to build a trendy music label that is the most cutting-edge, the most fashionable, the most capable of attracting talented and individual young musicians, and the most attractive to young user groups. Whether it comes naturally or building a nest to attract the phoenix, having such a label is like creating a garden and harbor suitable for this trend. Young musicians with similar characteristics can get together and play together, and the music they create will also Can reach relevant users more accurately.
As a trendy brand with wide popularity around the world, 88rising has its own unique influence in music, fashion, art and other fields, and has a group of fans who fully recognize its values. At the same time, NetEase Cloud Music and 88rising also have similarities and commonalities in many aspects. The audience groups of both parties are mainly young people, and both parties attach great importance to the content and form that young people like. In addition, NetEase Cloud Music and 88rising have always had a good foundation for cooperation in the past. As early as 2019, 88rising won the "Label of the Year" honor at NetEase Cloud Music's Hard Floor Fire Night Original Ceremony. Taking into account all the above factors, it was a natural decision to jointly establish the moonjellies label.
b
What are the advantages of the new brand?
Under the background that music creation is being "censored" by artificial intelligence and short videos, many music labels have to bow to traffic. Use youthful and invincible creativity to occupy the trend high ground and become a true "trendy maker". As a joint venture between powerful forces, moonjellies should be given higher expectations.As a platform, NetEase Cloud Music has a clear understanding of the environment. Moonjellies is backed by the largest music community in China, with over 90% of users born in the 1990s and 2000s. It has the characteristics of attracting young people and understanding young people. In this way, it is a factory for trendy music. The card is made by NetEase Cloud Music, which can effectively meet the two-way needs of musicians and listeners.
moonjellies music label logo.
In addition to community functions, NetEase Cloud Music also has the industry's top content recommendation mechanism. Daily recommendations, radar, and playlist recommendations are all functions that NetEase Cloud Music relied on and are well-known among the user community. These capabilities can bring musicians to the table. Works with potential are more accurately recommended to matching users, allowing both parties to connect easily. NetEase Cloud Music and 88rising have many complementarities. 88rising owns many world-famous artists, and NetEase Cloud Music’s platform capabilities have been verified over the past 11 years. Together, they can maximize the advantages of both parties and form a 1+ The effect of 1>2.
88rising president jackson wongwang chongyuan. The advantages of
's background are obvious, but at the practical level, it is revealed that the moonjellies label will explore high-quality trendy musicians through various forms and multiple channels, and carry out in-depth brokerage cooperation with them, providing services for the growth of musicians from multiple aspects such as music, operations, and business. Full Service. For music creation and production that has attracted much attention, 88rising will combine top global production resources to assist label musicians. Starting from A&R, through innovative planning and visual presentation, 88rising will greatly improve the musician's musicality and music quality. . At the same time, relying on NetEase Cloud's top-notch algorithms and community advantages in the music industry, it fully allocates resources to accurately produce high-quality music for Generation Z people.
88rising platform operation &bd director/moonjellies person in charge yoki.
In terms of high-profile offline performances, the global music cooperation project "head in the clouds" created by 88rising Yunsi Miaoxiang Music Festival is a music and art festival centered on Asian artists. The moonjellies music label has built a complete The musician operation system provides musicians with global high-quality performance opportunities, maximizes the exposure of label members, and ensures diversified delivery through strong channels, which is what many creators and teams dream of. In terms of commercialization and monetization, moonjellies will create a musician column to further promote the label concept and music content through social media platforms, and provide customized in-depth exposure and track expansion for the label's musicians. , improve the commercial possibilities of musicians, and comprehensively build the commercial value generated by the label.
c How does
"glow"? How will you play?
NetEase Cloud Music has launched many online and offline musician support projects such as the Yunlai Project, the Stone Project, and the Star Collection, which are widely influential in the industry, and is very familiar with this field. The moonjellies music label has been producing music continuously since its establishment. It can be seen that the idea has been clear for a long time. Recently, the first musician collection plan "Current Project" was launched on April 24. By collecting outstanding original works, the selection, distribution and signing are A new generation of "luminous" musicians with new media platform foundation and original ability.
"Curtain Light Project" invited 5 musicians with different styles as conveners.
's "Current Project" has specifically invited five mature musicians with different styles: Fu Han, Innout, Melo Molong, Wang Ok, and Xiaohuo as project conveners. Serious music fans can feel that this lineup Has shown musical attitude and aesthetic taste. The "Surface Project A-Side Collection" participated by the convener of the "Surface Light Project" has been officially launched on April 25. As moonjellies' first music collection, the genre includes indie pop, jazz, electronic, hip-hop, alternative hip-hop and other diverse styles.
It is not difficult to find that the moonjellies label and the "Shiguang Project" did not choose to delve into more general music styles. Instead, they included all trendy music, which reflects openness and tolerance. As an original music collection plan, it should be "inclusive of all rivers" at the beginning.The relevant person in charge of NetEase Cloud Music said that good music of Generation Z does not distinguish between styles and types. Talent, personality and knowledge of music are the more important parts. Musicians who join moonjellies can have the young people of Generation Z. The vitality and creativity of the youthful burst of vitality itself are not determined by the music style that the creator specializes in.
From the currently announced plans and steps, it is not difficult to see that this "Scrap Light Project" has several special features. First, NetEase Cloud Music has deeply cooperated with external partner 88rising, which can combine the respective capabilities of both parties to more comprehensively provide music services. secondly, it completely covers the entire process from collection of works to selection, distribution and signing, helping musicians complete the full-link operation from creation to contracting, distribution and dissemination; and what makes the creators even more excited is that , the "curtain light plan" is a related support plan under the new label moonjellies. Relevant support under a label with personality, brand and unified planning can allow musicians to feel the future development more concretely. direction.
When it comes to the selection and creation of specific musicians, the most important dimension that NetEase Cloud Music, which is good at content, considers is aesthetics, followed by the uniqueness and diversity of the musicians themselves. At present, the entire market environment is becoming more and more diverse, and music Fans all know that Fu Han was previously in a very mature band, Houhai Sharks; Wang Ok is a new force who came out through short videos; Xiaohu’s music is very experimental. The convener and the people recruited can reflect the advanced orientation of the "Screen Light Project" - no matter what kind of growth method they use or what users and fans see, their music must have the temperament and creative direction of young people. And it has an attitude.
As we all know, short video BGM music has occupied a lot of data traffic pools, but there are still many outstanding musicians whose works are of very good quality. Although individuals and teams work hard, it is a pity that they have not been seen by the public. With the moonjellies label and the "Moonjellies Project", NetEase Cloud Music and 88rising are taking the initiative. Through this label and a series of activities, they will discover people who work tirelessly and diligently to make music, so that young outstanding musicians can be exposed to more people. Cognition; use the advantages of both parties to incubate, guide, and actively output with a sense of responsibility, so that more people can experience different music, knowing that there are still many great young people making these different music. .
Everything is possible in the current era. New labels must value whether the musicians’ vision and musicality have independent thinking, youthfulness, and trendy qualities. Fragmentation is already eroding the public’s patience and concentration. The selected musicians and music The work must first give the public the feeling of taking a bite of "popping candy", and then they will smack it carefully. Only then can delayed gratification and long-tail effects be possible. Regarding the future of moonjellies' new label, such a strong alliance is a rare attempt in the current Chinese music scene. Professional people do professional things. We hope to truly use actions to open the "curtain" of a new era and let music fans and the industry take the lead. I feel the light of new music; of course, I also hope to use the free expression & wonderful fantasy that NetEase Cloud and 88rising are good at to make trendy music more clear, "helping those musicians hidden in the dark night to leap from obscurity to brilliance" The luminous other side”.
Written by: Nandu reporter Ding Huifeng
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