Driven by technology, China's online music industry is developing rapidly; Due to the impact of COVID-19, new online music formats such as cloud performing arts and home music enjoy development opportunities. However, due to the lack of coordinated development of technology application and business formats, many problems arise. Cutting-edge technologies such as 5G and 8K are needed to provide strong technical support to overcome the pain points of the industry and help the development of online music platforms. The "2020 China Online Music Industry Research Report" released by iiMedia Research focuses on industry analysis, user research and trend analysis of China's online music.
The epidemic crisis of online music turns into a turning point, and the market size will reach 42.89 billion yuan
Driven by technology, China's digital music market is expanding. Affected by the COVID-19 pandemic, online music has gained a new round of development dividends, and new online forms such as Cloud Live have accelerated their development. Data from iiMedia Research shows that China's digital music market scale maintains a stable growth trend and is expected to grow to 42.89 billion yuan in 2021. As the online music industry continues to expand new scenarios and the number of 5G mobile phone users continues to expand, the number of mobile music client users in China is increasing year by year and is expected to grow to 645 million in 2021.
Due to the severe impact of the novel coronavirus epidemic, people's willingness to travel has been greatly reduced, and the offline business of China's music industry is nearly shut down, such as live concerts, live opera and other businesses are difficult to carry out, facing operational risks. The rapid development of online music cloud Live, online karaoke and other new business content. At the same time, with the continuous progress of new infrastructure,5G coverage continues to expand. For the online music industry, the practical application of 5G, 4K/8K and other technologies can promote the diversified development of music presentation carriers, accelerate the feedback speed of music content, facilitate the innovation and development of online music, and optimize user experience.
At present, Chinese original musicians are still faced with many problems, such as lack of music distribution channels, difficult realization of copyright and so on, among which the infringement problem is particularly serious. Data from iiMedia Research shows that 46.6% of surveyed original music users think that it is difficult to implement copyright protection of original works, 45.1% and 44.6% of surveyed users think that existing original musicians are small and original musicians lack platforms for performance. According to the analysts of iMedia Consulting, the current group of Chinese original musicians is still weak. In order to further spread and develop Chinese original music content, the online music industry needs to build a good creation environment and effectively protect the copyright protection issue, and through the support of online music platforms, issues such as distribution channels, publicity and promotion will be gradually solved.
"5G+ application" helps the platform develop Migu Music to construct a full-scene music service system
In the context of the COVID-19 pandemic and the development of "new infrastructure", the integration of the online music industry and innovative technologies is further accelerated, especially the gradual promotion of 5G, injecting new impetus to the development of the online music industry and broadening its application scenarios. At present, the online music industry, relying on 5G+AI+IOT, has basically realized the full-scene music service of IOT.
Since the emergence of 5G technology, Migu Music has been constantly exploring "5G+ application" with its own advantages, and has won the attention of netizens by accelerating the immersion of application scenes and holding performance activities. Migu Music has staged more than 350 music performances throughout the year, among which the cumulative viewing times of "Liveshow on Cloud" have reached 180 million, and launched daily sounds of 5G+4K+VR live broadcast MELIVE SPECIAL, etc. Held the first 5G+4K/8K+XR ultra HD performing arts live broadcast -- "2020 Shenwu 4· Dynamic Zone 14th Music Festival Migu Hui".
Migu Music not only provides immersive music experience of listening, watching, singing and playing, but also extends to the field of IOT music services in terms of business layout. Under the four major market layout of CHBN of China Mobile, Migu Music's "Migu Aicang" is a H-oriented home product, focusing on home music entertainment experience with music as the entry point. "Migu Aichang" has access to K-songs, concerts, music MV, music teaching and so on. It is a comprehensive music interactive entertainment application based on large screen. At present, through cooperation with hardware parties such as China Mobile Mobaihe and Tmall Magic Box, as well as large-screen application markets such as Danbei, Konka, Sofa and Suning, the user scale of large-screen music market has been further expanded. In terms of hardware, Migu Aichang has launched integrated K-song microphone with large screen, forming a closed loop of product experience from software to hardware, creating a KTV entertainment experience with integrated software and hardware services in family living room.
In addition, Migu Music's IOT layout has extended to all aspects of users' lives. For example, it has cooperated with Huawei Hongmeng Smart Cockpit and Xiaopeng Automobile in the vehicle field, Xiaodu speaker and Tmall Genie in the smart speaker field, as well as smart home and wearable devices. Migu Music's IOT scene music service is further covering users' life circle . In the context of the current increased demand for online music user experience,IOT layout will be more conducive to enterprises to compete for user usage scenarios, just as the development of large-screen karaoke business will help Migu Music to seize the living room economy and force the family market.
Technology crack copyright problem "online music +" business model change
Technology enabling, crack the problem of online music copyright protection, online music industry to dig deep music value, gradually change the mode of operation. With the continuous application of technology in the online music industry, digital music copyright assessment and protection and other difficulties have been solved, providing conditions for the realization of music copyright and the income of original musicians. China's online music industry is shifting from a free model to a paid one. In the future, the online music platform will build a pan-entertainment platform with online music as the core, expand social entertainment, performing arts entertainment and other fields, dig deep the value of music, improve the interactive, interesting and content diversification, enrich users' online music entertainment experience, expand the channels for users to pay, cultivate users' paying habits, and then increase the proportion of users' paying in the platform revenue, gradually complete Into the "online music +" business model transformation process.
Under the influence of COVID-19, to meet users' demands for leisure and entertainment, the integration of music products and services has accelerated with the integration of 5G, AI, IOT and other technologies, giving rise to new business forms such as cloud performing arts and large-screen music. In the post-epidemic era, the offline business of the music industry is still not fully recovered. As a strong support, cutting-edge technologies will promote the cloud performing arts and other new business formats to improve the quality of products and services and accelerate the improvement of business format layout.
