QQ Music VS Netease Cloud Music, which is the most practical to support musicians？

　

Musicians’ income distribution map, the data comes from "2019 China Musicians’ Living Situation Report".

In addition to the head musicians, more musicians have become the "silent majority", and they urgently need traffic exposure and income support. At present, mainstream music platforms have launched musician support programs to provide musicians with all-round creative support.

For musicians, it is good that someone is willing to support their musical dreams, but in the face of many support plans and hype, how do you choose between various support plans according to your own situation?

Now, we will compare the support plans of QQ Music, Netease Cloud Music and Xiami Music in detail, and sort out their differences and advantages and disadvantages, hoping to give some references and suggestions to musicians and friends.

First, the copyright dispute, the battlefield entered the upstream of the industry

As we all know, the music platform’s support plan is not just for public welfare, at least. The music platform hopes to incubate a group of singers who come out of their own homes, and establish the exclusive signboard of the platform while attracting more users.

This involves a problem that musicians didn’t pay much attention to before, but now they are very cautious-copyright.

In Netease Cloud’s support plan, the terms implied that all the works uploaded by musicians belong to the platform, and the content of the copyright agreement is directly related to the musician’s income and whether the platform will tamper with the musician’s works.

At the beginning of 2019, @ Flynn’s voice reminded the majority of musicians, and the unfair terms of Netease Cloud Music severely bound the copyright of musicians’ works. After the incident was exposed, it had a big impact on the platform.

　

Flynn’s exposure article at that time

As we all know, the competition for copyright among various music platforms is extremely fierce, and making up for the copyright disadvantage is the potential demand of Netease Cloud and Shrimp. The copyright fortress of QQ music is very strong. In the official tweet of QQ music open platform, it is clearly stated that the content of "song authorization" and "musician signing" will be launched in the near future, and there will be a transparent and perfect system.

Relatively speaking, the purpose of the support plan launched by Shrimp and Netease Cloud is more to make up for the copyright disadvantage; QQ music, which has already established a strong copyright barrier, is more pure, that is, it really gives musicians a good growth and creative environment.

Second, the domain line, group-oriented tolerance and segmentation

In Xiami Music’s early years, relying on minority tastes and literary temperament, a large number of young artists were harvested. From the "unexposed" musicians excavated by the light-seeking plan, it can be seen that the main audience of dried shrimp is indie musician, mainly rock and electronic musicians.

Netease Cloud Music’s Stone Project is also dedicated to the young indie musician, and has been digging in the vertical fields of rock and hip-hop. The "rock season" that ended before was won by the Summer Invasion Planning Band, which began to appear in major music festivals. Next, Project Stone will continue to pay attention to the long tail music in the field of focus, and it is expected to tap musicians in the fields of hip-hop and electronics.

QQ Music Support Program is also more widely oriented to groups, except rock, rap, pop, classical, Urban, ACG, Chinese style, including cover artists and video artists, all of which can enter the QQ music open platform. Compared with other platforms’ strategies of focusing on feelings, QQ music gives consideration to feelings and mass market by virtue of user scale, just like owning the copyrights of Modern Sky and Jewell at the same time. No matter what kind of music you are good at, QQ music should always cover fans who like you.

　

Generally speaking, QQ music open platform is the most inclusive, which is a good thing for more independent musicians; Netease Cloud and Shrimp are more focused on the excavation of long tail music, and of course the threshold requirements are higher; The specific choice depends on your own needs and ambitions.

Third, traffic is king, which is better or worse under the transparent mechanism?

Here, we mainly analyze QQ Music and Netease Cloud Music. Both of their musician support plans have detailed in-terminal points exchange traffic rules, while other platforms only generally express "10 billion exposure" and "traffic support", so we can’t get more details.

QQ Music takes "Yinbei" as the integral unit, and Netease Cloud Music takes "Yundou" as the integral unit, so we can intuitively compare their concerns about the flow of musicians by comparing the difficulty and value of obtaining the integral.

Integral acquisition mode

　

From the above figure, the difference between the two platforms in the way of obtaining points is not big. QQ music mainly includes two aspects: "the amount of existing works played" and "new fans added". The more plays, the more fans there are, and the more sound shells there are, and the more real plays can promote this cycle, which I like better.

Difficulty and value of integral acquisition

In order to facilitate everyone’s understanding, we can explain it from specific scenarios:
Let’s assume that a musician who has just entered the platform completes the basic tasks of the platform such as daily sign-in and fan interaction on time and in quantity in the first month. What can he get on the two platforms after one month?

　

In QQ music, 4550 Yinbei can get 4550 songs to play and promote, a private letter from fans, and two months of luxury green diamonds;

In Netease Cloud Music, you need to accumulate 500 cloud beans to redeem a traffic packet, so 81 cloud beans can’t get anything for the time being.

Assuming that this operation process continues and musicians want to obtain 10K traffic resources, what do they need Takuwa to do on both platforms?

　

QQ music 10K traffic = 6 tasks completed in 2 months.
Netease cloud music 10K traffic = 11 tasks completed in 5 months.

Through the above comparison, we further summarize the two platforms from the perspective of traffic:
1. There are more ways to obtain QQ music than Netease Cloud Music, and the conditions for obtaining it are easier.
2, QQ music traffic is simple and clear; Netease cloud music traffic acquisition threshold is relatively high, and QQ music "Yinbei" is more valuable than Netease cloud’s "Yundou". In addition, in Netease Cloud Music, only 500 cloud beans can be packaged in exchange for 10,000 traffic packets, which is equivalent to 10,000 exposures, but not equal to the broadcast volume. In QQ music, 1 tone is equal to 1 successful broadcast, which is too much compared with "exposure".

In contrast, perhaps due to the gap between the ability of background distribution technology and the size of users, the traffic support system of QQ music is far higher than Netease Cloud in terms of the convenience and difficulty of obtaining, the clarity of rules and the actual exposure value.

It is worth mentioning that QQ music not only provides flow support for musicians, but also provides a mature work management system, which is really worry-free at present-many complicated signing and authorization issues we have seen are not only cumbersome, but also easy to pit. In the release cycle of works, it is particularly inconvenient to upload and review at different levels. This time, QQ music directly simplifies the whole process of music authorization, release and operation, so that musicians can easily complete most operations directly on the platform, and no longer face the "dilemma" of "choosing platform traffic support, they can only exhaust their efforts under various complicated terms and conditions".

Fourth, directly poke the pain point, only with financial support can we show sincerity.

As mentioned earlier, lack of money and difficulty in promotion are two major problems faced by everyone who makes music. Netease Cloud Stone Project provides disguised financial support for the champion by providing recording records and shooting MV. The Shrimp-and-Light Project also provides services such as music recording for musicians, saving money for musicians.

At present, QQ Music hasn’t given a reply in terms of funds, but from the detailed rules of traffic support and opening to all musicians, we can see QQ Music’s determination to do a good job in this musician support plan. The official tweet said that "a very sincere cash-out plan will be announced soon", and Tencent, which has a big family, will definitely have more real support in terms of funds, which is worth our expectation.

　

At present, the music market in China is in the upward stage, and the awareness of copyright in the whole industry is increasing. Respecting intellectual property rights has become the consensus of the online students, and paying for listening to music has become a trend. Therefore, musicians have begun to see the way forward by relying on their works. I also hope that the musician support programs of each platform can really help every enthusiastic and simple musician, so that their harvest can match their talents, and the platform can expand its influence through the support programs and contribute to the future of Chinese music.