On September 13, 2023, NetEase Cloud Music released the musician support project "Ladder Plan 2023 Phase II". It is reported that the "ladder plan 2023 Phase 2" has carried out innovative functional improvements in the interaction between musicians and fans, launched a new "appreciation" function, built a more diversified and effective interactive communication bridge for both sides of the art fans, and further provided traffic support for excellent original works, so that each excellent work can shine. This is also NetEase Cloud Music in the first half of the release of the "ladder plan 2023 phase I", according to the latest needs of musicians, once again tailored for the musician group of a new support project. On the one hand, it creates a new way of interaction between musicians and music fans, and on the other hand, it helps every musician obtain the confidence of free creation.
"Ladder Plan" is a diversified support plan for musicians launched by NetEase Cloud Music in 2018, including revenue, traffic and functional services, aiming to provide musicians with a better creative environment and development space, and help every music dream. Since then, the Ladder Project has upgraded its rights several times in nearly six years, and has continued to expand its support for musicians.
For example, in the "Ladder Plan 2022" last year, NetEase Cloud Music expanded the scope of musician certification, in addition to songwriters, arrangers and producers can also enter and authenticate the identity of musicians; The lyrics, songs and singers may participate in the sharing of works through negotiation. All advertising on the platform will be shared; New one-click rights protection service for authorized songs. In this year, NetEase Cloud Music once again for the needs of musicians, upgraded the launch of the "ladder plan 2023", and in April, the first launch of the "ladder plan 2023 phase I". According to relevant information, the "Ladder Plan 2023 Phase I" mainly aims at increasing support for musicians from the platform playback revenue of works, and increasing the share of platform playback revenue of songs to 100%. In other words, after deducting the relevant channel fees and operating costs, the musicians who have signed the songs will receive 100% of the total income from NetEase Cloud Music, including membership subscriptions, single orders and digital album sales. And the incentive reward mechanism is "sign more, get more, do not cap", which means that the musician who signed the song will have a very considerable increase in income. In nearly half a year later, the further launch of the "ladder Plan 2023 phase II", NetEase Cloud music said that this is also in order to use greater efforts to support the creation of original musicians. When musicians open the "Appreciation" function, fans can send gifts to musicians in various ways, including the musician's home page, to express their love and support for quality music content.
At the same time, musicians can also customize guidance messages and exclusive thank you cards for their fans to respond to each appreciation. The relevant revenue, after deducting channel fees, will be 100% owned by the musicians. At present, all musicians can now open NetEase cloud music search "ladder plan" to participate in related activities. NetEase cloud music also revealed that since the launch of the "ladder Plan 2023 Phase 1", among the musicians with income, there are more than 50% of the musicians with income growth, of which more than 30% have doubled. Relevant data show that NetEase Cloud Music has continued to help musicians improve their income in the past few years and help them get a better creative environment.
For example, relevant research in 2020 finds that the income of more than 40% of musicians on NetEase Cloud Music platform has increased significantly compared with three years ago, and the income of the musicians with the highest cumulative online income on the platform exceeds 10 million yuan; By October 2021, the number of NetEase musicians who receive revenue sharing through the ladder program has increased by more than 80% year-on-year, and the number of people with a monthly income of more than 1,000 yuan has increased by 100% year-on-year; By the end of 2022, behind-the-scenes musicians supported through the Ladder program have increased their total revenue by 100%. As an original music platform, NetEase Cloud Music has previously promoted original music to the public and helped musicians continue to grow through a series of support programs such as ladder Plan, Stone Plan, hard original music list, Star Collection and Songwriting Competition. In the future, NetEase Cloud Music will continue to broaden the scope of relevant support, increase support, provide better services for musicians, and help China's original music get better development.
