After rapid expansion and policy regulation in 2023, the micro-short drama industry has entered a more mature and diversified development stage.
As early as the beginning of this year, micro-short dramas began to dominate the screen during the Spring Festival. The popularity of works such as "I Was a Stepmother in the 1980s" and "Mr. Li, You Got the Wrong Wife" not only competed with the film market, but also subverted the traditional concept of film and television production with a short-cycle, low-cost production model. . Industry data in 2023 shows that the market size of short dramas will reach 37.39 billion, and is expected to exceed 50 billion in 2024, reflecting the rapid development and market potential of the industry.
Today, micro-short dramas that have experienced "barbaric growth" are entering a new turning point in development. Diversification and quality have become one of the distinctive features of micro-short dramas at this stage. The "2023 Micro-Short Drama Industry Report" shows that the proportion of suspense, comedy, fantasy and other types of dramas has increased. Excellent works have also emerged in emerging fields such as male videos, police and gangsters, and youth cities. Micro-short dramas with music as the core have also emerged. The theme of the play also found a new approach and achieved preliminary results through exploration. Under this trend, in addition to video platforms such as Aiyouteng and Douyin Kuaishou, music platforms such as QQ Music have also begun to enter the market and have gradually become important players in the micro-short drama market.
Music is "driven", micro-short dramas expand content + new creative formats
As is the case with long-form dramas, music is still an important element in various micro-short dramas. Under normal circumstances, some micro-short drama production teams will use some widely circulated copyright-free music to reduce costs, and some works will take the risk of using unauthorized original songs, such as "Enlightenment", "The Wind Rises" and other well-known tracks. It has been used without authorization, and the micro-short drama run by the music platform provides new ideas to solve this problem. Music platforms can effectively bring out their own advantages, combine plots with original music works, and promote new prosperity in the music creation and copyright market.
At the beginning of this year, qq Music cooperated with Shenzhen Man Tingfang E-commerce Co., Ltd.'s Huamiancai Theater to innovatively produce the first musical interactive short play "Let's Debut, Yinlang Boy", which is initially tested and is scheduled to be launched on October 30. National karaoke, Kugou Music, Kugou Live and major short drama platforms. The series unfolds a 91-episode group portrait narrative with a compact rhythm of 3 minutes per episode. The audience will follow six musicians with different personalities on a journey to pursue their music dreams. Each protagonist has his own growth narrative and dream pursuit story, and every story line is equally conflicting. The protagonists need to face the challenges and dilemmas of pursuing their dreams. While full of youthful positive energy, each character has flesh and blood, adding depth to the plot.
The plot revolves around several young people, Ye Wanxia, Gu Zhi, Duoji, Huang Kexin, and Xu Shiman, who struggle for the music dream of debuting in Lin Yitang's livehouse. It also includes the "mystery of life experience" and the "retirement turmoil". The suspenseful undercurrent adds a mysterious color to the plot. "Let's Debut, Musical Boy" combines popular elements such as youth passion, sweet love, and variety show competitions. It uses the growth stories of the six protagonists as the main line to build a music world full of dreams and challenges. In this drama, there is not only the spirit of young people who refuse to admit defeat, but also various interesting plots: youth sweet love, substitute sadomasochism, real and fake white moonlight, common girl counterattack and other interesting plots, it is very interesting. Something to watch.
has entered the market, and "old faces and new players" have invested in each director.
The process of high-quality micro-short dramas has benefited from the participation of many new players. Following traditional film and television production companies, the short drama market has recently attracted the participation of diversified forces such as government agencies, state-owned enterprises, publishing groups, radio and television media, and online literature platforms. With their unique resources and perspectives, these new entrants have injected new vitality into the content innovation and quality improvement of micro-short dramas.
In the series of "Let's Debut, Musical Boy", with music as the core, the audience is no longer a passive viewer, but an active participant in the development of the plot. The play cleverly integrates interactive elements, and the audience can express their support or opposition to the plot by calling or booing, thus enhancing the immersion of watching.
In addition, the audience’s choice will directly affect key nodes of the plot: for example, in the livehouse singer competition, the audience’s vote will determine which singer can stand out and become the champion; in the production process of the ending song, the audience’s choice will determine which music The team can win this honor; in the seaside bottle spinning segment of the variety show, the audience's decision will determine which singer has the opportunity to show off his talent in front of the camera; and after the initial stage performance, the audience's vote will directly determine which contestant Being able to stand in the C position and become the focus.
The effective operation of music resources, "original" is the first productive force
The main creative team of "Let's Make a Debut, Sound Wave Boy" comes from the Masked Fox Theater. The theater has a production team with profound experience in long-form movies, with an average of more than ten years of experience per person. With film and television shooting experience, Wang Zixuan, a member of the director team, has worked on Mango TV’s over 100 million online drama. The screenwriter He Wu is the signed screenwriter of the variety show “Tenet of Reasoning”. The films produced by the team have been shortlisted for the Pingyao International Film Festival and Shanghai International Film. Festival and other international film and television competitions, and has rich creative experience in the fields of movies, TV series, variety shows, game production, short plays and other fields.
On the other hand, as one of the leading platforms in the domestic music industry, qq music not only has a huge copyrighted music library and rich musician resources, but also controls many original music copyrights. In this micro-short drama "Let's Make Your Debut, Musical Boy", qq Music, as the co-producer and exclusive music strategic cooperation platform, fully utilizes the advantages of music.
All the soundtracks in the short play come from the original music label "qq Music·Freshly Made" under qq Music. As the plot unfolds, music plays an important role in fueling the flames.
In addition to bgm from qq Music’s powerful original music library, qq Music also created 6 character singles for the protagonists in the drama, selected songs that match the characters’ personalities, and re-recorded and performed them by the protagonists, allowing the audience to enjoy the plot At the same time, you can also deeply feel the character's personality characteristics and growth process through music.
is making efforts in the upstream of production - this is the underlying logic of the second "long tail growth" of platform music players. Whoever masters "productivity" will stand out from the competition. For example, QQ Music not only has an early layout and long-term development, but is also systematic, covering key services such as author work management, work promotion, fan interaction, data tracking, and creation monetization. It also uses a level system to encourage the growth of musicians’ fans and Increased influence. Musicians can gain opportunities to promote their works by completing platform tasks and interact more directly with fans, thereby increasing the exposure of their works and the visibility of their personal brands.
The platform selects musicians to star in order to achieve the "sustainability" of talents.
Taking this micro-short play as an example, under the careful planning of qq Music, a group of outstanding actors and enthusiastic performers were gathered during the micro-short casting stage. Musician.
After strict selection, three newcomers stood out and took on important roles in the play. Yu Wanwan is from the top 30 of the "QQ Music x Li Ziyuan Sweet Girls Contest". With her quirky personality and love for the stage, she has become a rising star on the QQ Music platform. Her musical talent spans violin, guzheng, bel canto and other fields, which also laid the foundation for her wonderful performance in the short play. Xin Wen and Ruida came directly from the selection of original musicians on the QQ music platform, and each is good at a variety of music styles.Xin Wen is good at pop, rb, ancient style, rap, etc. Her singing voice can control multiple languages. Her representative works such as "Length" and "White Snake" show her musical strength; Ruida's works are more integrated with rb and jazz. , city pop and other elements, showing her exploration and creativity in music.
The addition of these three musicians has injected fresh vitality into the series, and this is also another example of the QQ music platform actively providing support and opportunities for original musicians. In addition to daily offline performances and online song promotion opportunities, with the broadcast of this series, the performing talents of original musicians will be recognized by more people.
is more than that. QQ Music has grasped the core of "talent" in the construction of original ecology and followed a sustainable path. QQ Music's "Fresh Manufacturing" studio is committed to cultivating emerging music talents and providing them with all-round support, including song creation, visual design and work promotion. Through intensive work in different music fields, he has helped many potential musicians such as ryan.b, uu, dp Longzhu, Lin Xiaoke, etc. to "break out of the circle and become famous". He is also responsible for the popular "Youth" Qianguo Edition, "Coco Tuohai Shepherd" "People", "Courage" and other hit projects, the studio has released more than 100 high-quality music works, garnering more than 2.2 billion views, and has won wide recognition in the industry.
As early as a few years ago, the qq music platform launched the "100 million yuan incentive plan" based on Tencent's music ecosystem, aiming to provide a variety of services such as customized physical album distribution, self-service digital album distribution, music academies and music creation camps. , supporting the growth of original musicians, which provides musicians with new sources of income and development opportunities. Such a platform ecological environment has become the first choice for original musicians when trying to embrace the music platform.
This time, QQ Music kicked off the music platform’s “entry” into micro-short dramas. In the future, music may be a new track for micro-short dramas. Such continuous and multi-angle exploration of the growth space of original music and original musicians has also brought feedback and nourishment to the platform, continuing a positive cycle and growing upward. After rapid expansion and policy regulation in 2023, the micro-short drama industry has entered a more mature and diversified development stage. As early as the beginning of this year, micro-short dramas began to dominate the screen during the Spring Festival. The popularity of works such as "I Was a Stepmother in the 1980s" and "Mr. Li, You Got the Wrong Wife" not only competed with the film market, but also subverted the traditional concept of film and television production with a short-cycle, low-cost production model. . Industry data in 2023 shows that the market size of short dramas will reach 37.39 billion, and is expected to exceed 50 billion in 2024, reflecting the rapid development and market potential of the industry. Today, micro-short dramas that have experienced "barbaric growth" are entering a new turning point in development. Diversification and quality have become one of the distinctive features of micro-short dramas at this stage. The "2023 Micro-Short Drama Industry Report" shows that the proportion of suspense, comedy, fantasy and other types of dramas has increased. Excellent works have also emerged in emerging fields such as male videos, police and gangsters, and youth cities. Micro-short dramas with music as the core have also emerged. The theme of the play also found a new approach and achieved preliminary results through exploration. Under this trend, in addition to video platforms such as Aiyouteng and Douyin Kuaishou, music platforms such as QQ Music have also begun to enter the market and have gradually become important players in the micro-short drama market. Music is "driven", micro-short dramas expand content + new creative formats As is the case with long-form dramas, music is still an important element in various micro-short dramas. Under normal circumstances, some micro-short drama production teams will use some widely circulated copyright-free music to reduce costs, and some works will take the risk of using unauthorized original songs, such as "Enlightenment", "The Wind Rises" and other well-known tracks. It has been used without authorization, and the micro-short drama run by the music platform provides new ideas to solve this problem. Music platforms can effectively bring out their own advantages, combine plots with original music works, and promote new prosperity in the music creation and copyright market. At the beginning of this year, qq Music cooperated with Shenzhen Man Tingfang E-commerce Co., Ltd.'s Huamiancai Theater to innovatively produce the first musical interactive short play "Let's Debut, Yinlang Boy", which is initially tested and is scheduled to be launched on October 30. National karaoke, Kugou Music, Kugou Live and major short drama platforms. The series unfolds a 91-episode group portrait narrative with a compact rhythm of 3 minutes per episode. The audience will follow six musicians with different personalities on a journey to pursue their music dreams. Each protagonist has his own growth narrative and dream pursuit story, and every story line is equally conflicting. The protagonists need to face the challenges and dilemmas of pursuing their dreams. While full of youthful positive energy, each character has flesh and blood, adding depth to the plot. The plot revolves around several young people, Ye Wanxia, Gu Zhi, Duoji, Huang Kexin, and Xu Shiman, who struggle for the music dream of debuting in Lin Yitang's livehouse. It also includes the "mystery of life experience" and the "retirement turmoil". The suspenseful undercurrent adds a mysterious color to the plot. "Let's Debut, Musical Boy" combines popular elements such as youth passion, sweet love, and variety show competitions. It uses the growth stories of the six protagonists as the main line to build a music world full of dreams and challenges. In this drama, there is not only the spirit of young people who refuse to admit defeat, but also various interesting plots: youth sweet love, substitute sadomasochism, real and fake white moonlight, common girl counterattack and other interesting plots, it is very interesting. Something to watch. has entered the market, and "old faces and new players" have invested in each director. The process of high-quality micro-short dramas has benefited from the participation of many new players. Following traditional film and television production companies, the short drama market has recently attracted the participation of diversified forces such as government agencies, state-owned enterprises, publishing groups, radio and television media, and online literature platforms. With their unique resources and perspectives, these new entrants have injected new vitality into the content innovation and quality improvement of micro-short dramas. In the series of "Let's Debut, Musical Boy", with music as the core, the audience is no longer a passive viewer, but an active participant in the development of the plot. The play cleverly integrates interactive elements, and the audience can express their support or opposition to the plot by calling or booing, thus enhancing the immersion of watching. In addition, the audience’s choice will directly affect key nodes of the plot: for example, in the livehouse singer competition, the audience’s vote will determine which singer can stand out and become the champion; in the production process of the ending song, the audience’s choice will determine which music The team can win this honor; in the seaside bottle spinning segment of the variety show, the audience's decision will determine which singer has the opportunity to show off his talent in front of the camera; and after the initial stage performance, the audience's vote will directly determine which contestant Being able to stand in the C position and become the focus. The effective operation of music resources, "original" is the first productive force The main creative team of "Let's Make a Debut, Sound Wave Boy" comes from the Masked Fox Theater. The theater has a production team with profound experience in long-form movies, with an average of more than ten years of experience per person. With film and television shooting experience, Wang Zixuan, a member of the director team, has worked on Mango TV’s over 100 million online drama. The screenwriter He Wu is the signed screenwriter of the variety show “Tenet of Reasoning”. The films produced by the team have been shortlisted for the Pingyao International Film Festival and Shanghai International Film. Festival and other international film and television competitions, and has rich creative experience in the fields of movies, TV series, variety shows, game production, short plays and other fields. On the other hand, as one of the leading platforms in the domestic music industry, qq music not only has a huge copyrighted music library and rich musician resources, but also controls many original music copyrights. In this micro-short drama "Let's Make Your Debut, Musical Boy", qq Music, as the co-producer and exclusive music strategic cooperation platform, fully utilizes the advantages of music. All the soundtracks in the short play come from the original music label "qq Music·Freshly Made" under qq Music. As the plot unfolds, music plays an important role in fueling the flames. In addition to bgm from qq Music’s powerful original music library, qq Music also created 6 character singles for the protagonists in the drama, selected songs that match the characters’ personalities, and re-recorded and performed them by the protagonists, allowing the audience to enjoy the plot At the same time, you can also deeply feel the character's personality characteristics and growth process through music. is making efforts in the upstream of production - this is the underlying logic of the second "long tail growth" of platform music players. Whoever masters "productivity" will stand out from the competition. For example, QQ Music not only has an early layout and long-term development, but is also systematic, covering key services such as author work management, work promotion, fan interaction, data tracking, and creation monetization. It also uses a level system to encourage the growth of musicians’ fans and Increased influence. Musicians can gain opportunities to promote their works by completing platform tasks and interact more directly with fans, thereby increasing the exposure of their works and the visibility of their personal brands. The platform selects musicians to star in order to achieve the "sustainability" of talents. Taking this micro-short play as an example, under the careful planning of qq Music, a group of outstanding actors and enthusiastic performers were gathered during the micro-short casting stage. Musician. After strict selection, three newcomers stood out and took on important roles in the play. Yu Wanwan is from the top 30 of the "QQ Music x Li Ziyuan Sweet Girls Contest". With her quirky personality and love for the stage, she has become a rising star on the QQ Music platform. Her musical talent spans violin, guzheng, bel canto and other fields, which also laid the foundation for her wonderful performance in the short play. Xin Wen and Ruida came directly from the selection of original musicians on the QQ music platform, and each is good at a variety of music styles.Xin Wen is good at pop, rb, ancient style, rap, etc. Her singing voice can control multiple languages. Her representative works such as "Length" and "White Snake" show her musical strength; Ruida's works are more integrated with rb and jazz. , city pop and other elements, showing her exploration and creativity in music. The addition of these three musicians has injected fresh vitality into the series, and this is also another example of the QQ music platform actively providing support and opportunities for original musicians. In addition to daily offline performances and online song promotion opportunities, with the broadcast of this series, the performing talents of original musicians will be recognized by more people. is more than that. QQ Music has grasped the core of "talent" in the construction of original ecology and followed a sustainable path. QQ Music's "Fresh Manufacturing" studio is committed to cultivating emerging music talents and providing them with all-round support, including song creation, visual design and work promotion. Through intensive work in different music fields, he has helped many potential musicians such as ryan.b, uu, dp Longzhu, Lin Xiaoke, etc. to "break out of the circle and become famous". He is also responsible for the popular "Youth" Qianguo Edition, "Coco Tuohai Shepherd" "People", "Courage" and other hit projects, the studio has released more than 100 high-quality music works, garnering more than 2.2 billion views, and has won wide recognition in the industry. As early as a few years ago, the qq music platform launched the "100 million yuan incentive plan" based on Tencent's music ecosystem, aiming to provide a variety of services such as customized physical album distribution, self-service digital album distribution, music academies and music creation camps. , supporting the growth of original musicians, which provides musicians with new sources of income and development opportunities. Such a platform ecological environment has become the first choice for original musicians when trying to embrace the music platform. This time, QQ Music kicked off the music platform’s “entry” into micro-short dramas. In the future, music may be a new track for micro-short dramas. Such continuous and multi-angle exploration of the growth space of original music and original musicians has also brought feedback and nourishment to the platform, continuing a positive cycle and growing upward.
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