Global music companies want to rely on TikTok to create explosive divine songs

Large music recording companies are cooperating with the short video app “TikTok (TikTok)” to create a new mechanism for generating popular music. Universal Music Group (Universal Music Group) allows TikTok users to use all music for free to make videos, thereby promoting music to young people. The purpose of the Sony Group is to revive Japanese music. In the context of the reduction of live concerts due to the new crown epidemic, these companies plan to sell their music to 1.2 billion TikTok users worldwide.

“Late night I had a dream in a 6 and a half storey room in Tokyo.” Open TikTok, along with yama’s “Announcement of Spring”, videos of playing games and videos of women’s makeup appeared one after another. Using this song as the soundtrack, the number of uploaded videos reached 270,000. TikTok lit a spark. About 9 months after its release, “Announcement of Spring” has been streamed more than 100 million times on the music distribution service. 

Shintaro Fujiwara, who is in charge of yama’s business at Sony Music Labels, said, “The influence is surprising.” Sony Music Records used to invest huge publicity expenses through tie ups and live performances to expand the popularity of music. In order to promote in different ways, major music companies are exploring new ways to create “popular styles”.

Universal Music Group and the US operations of Beijing TikTok byte beating Science and Technology signed a contract to provide all the singers and music composers in principle. TikTok users can use the 30-second audio source intercepted from the music of Queen, Taylor Swift and others to make and publish videos at will.

Global music companies want to rely on TikTok to create explosive divine songs

TikTok (TikTok International Version)

The Warner Music Group of the United States has also expanded its licensing contract to increase the number of music offerings. 

The purpose of these music companies is to generate popular music across national borders. According to estimates, TikTok’s monthly active users have reached approximately 1.2 billion. Music companies allow TikTok users who are mainly in their 10s to 20s to use the company’s music to make videos and promote music in this way. According to ByteDance, among the popular music on TikTok, 15 have topped the 2020 U.S. Billboard charts.

YouTube is a video uploaded by music companies or singers for users to search and watch. And TikTok allows users to upload videos and watch them. Because the video played is determined by the algorithm according to the user’s preferences, even if the music is less well-known, there are many opportunities for users to hear it. Once sought after, the number of viewers will expand in a short period of time.

New and old music can become popular

PricewaterhouseCoopers Consulting (PwC Consulting) partner Yusuke Harada noted that “music can easily cross the language barrier.” Due to the popularity of the Internet, people can easily enjoy music from all over the world. Both new and old songs can become popular. In recent years, Japanese pop music from the 1980s, such as Maria Takeuchi’s music, has taken the world by storm.

Sony Music Entertainment (SME) aims to make popular music popular again. Recently, 53,000 songs by singers active after the 1980s such as TM NETWORK and Rebecca have been added. TikTok users can use 90,000 Japanese songs at will. Expand the fan base by letting young people learn about popular music in the past.

Takeshi Okada of EMI Records said, “Predicting popular music is more difficult than before.” The reason is that even if music companies provide music, the user must decide which music to use. TikTok launched an event on July 7 to collect videos of songs from the Japanese music group “DREAMS COME TRUE”. Strategies to attract users to use music are also important.

Can be used to obtain secondary income

Cooperation with TikTok is not just for promotion. Through this contract, Universal Music can obtain license fees and use fees based on the number of times the music is played. Consumers’ secondary use of music is mostly not for profit, and it is difficult to get benefits from it. Rob Stringer, the chief executive officer (CEO) of Sony Music Entertainment in the United States, said that “(outside Japan) earns approximately US$400 million in revenue per year through social networking sites and games.”

In addition, TikTok has become a place to discover new artists. According to ByteDance, in 2020, more than 70 groups of artists from TikTok around the world have signed major contracts with major recording companies.

Previously, live concerts by music companies served as a meeting point for fans and new artists. It is difficult to hold live events under the new crown epidemic. According to the calculations of PricewaterhouseCoopers (PwC) in the United States, the global live concert market in 2020 will drop to about one-fourth of what it was in 2019. TikTok has become a communication channel between music companies and consumers at home.

TikTok was criticized for the possibility of leaking personal information. The problem has also improved. US President Biden lifted Trump’s ban on TikTok in June. Tetsu Oi, a lawyer at TMI General Law Firm, also believes that “music record companies only provide music. Even if information leaks, they do not have to take responsibility.”

Sound source becomes an investment object

The music industry has continuously changed its structure through technological innovation. 1877 Aidi Sheng invention of the phonograph. With the advent of free-to-play radios, record sales declined in the 1930s. In the 1980s, Sony commercialized the portable player Walkman and CD. People can listen to music anytime and anywhere, and the medium of music has become CD-centric.

After the advent of the audio file MP3 in the 1990s, illegal uploading became a problem. With the launch of the iTunes Store by Apple in the United States in 2003, music distribution services became mainstream. According to the analysis of the International Association of the Phonographic Industry (IFPI), the global music market in 2020 will increase by 7% over 2019, reaching USD 21.6 billion, showing a trend of recovery.

The sound source business is currently expanding. Social networking sites and games, audio and music collection into the source has become diversified, music rights due to the long tail effect and become profitable means. Bob Dylan’s music copyright transaction volume exceeded 300 million U.S. dollars, etc., and the value of the sound source has risen, making it an investment target.

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