Recently, 36kr exclusively learned that Kuaishou andTencentMusic Entertainment Group (abbreviation”Tencent Music”, TME) has officially reached an in-depth copyright cooperation, and is probably the largest copyright cooperation in the short video industry.
Currently, on Kuaishou, you can see quite a few songs with the “Tencent Music” label, which indicates that the two platforms are already linked on the product. It is presumed that these songs with the tag come from the Tencent Music library. According to information, in addition to Kuaishou's main website, this collaboration will also benefit Kuaishou's A Station, Kuaishou, and Yiteng Camera.
Earlier, 36kr exclusively reported that Tencent Music and Douyin had reached a licensing partnership. According to people close to these parties, the collaboration between TME and Kuaishou preceded Douyin. The contact between the two sides can be traced back to the second half of '18, and the product-level R&D connection began in the first half of '19. Currently, the music library has been connected. A large number of works licensed by Tencent Music are rapidly entering Kuaishou. In the future, Tencent Music's music library will cover all users in Kuaishou, becoming one of Kuaishou's most important music sources.
This is the second large-scale collaboration between Kuaishou and Tencent Music. According to a report by Tencent Technology, at the end of November 2019, Kuaishou joined forces with QQ Music, Kugou Music, Kuwo Music, and K-Song for All to launch the “Music Liaoyuan Project” to re-create and integrate the “sing, listen, watch, and perform” sessions, which aims to help more musicians get out of the ring and achieve commercial monetization.
Industry insiders are positive about Kuaishou's cooperation with the four major music platforms of QQ Music, Kugou Music, Kuwo Music, and K-Song for All:
“The purpose of the 'Liaoyuan Project', which was previously jointly released by these major platforms, was to support high-quality music and musicians, and this large-scale copyright cooperation means that this kind of multi-party cooperation is deepening. Tencent Music is the largest music copyright platform in China, while Kuaishou is a national-level short video and live streaming platform. This kind of in-depth cooperation in all aspects, from traffic and promotion to copyright, is likely to become a benchmark for cooperation between short videos and music giants.”
Kuaishou is one of the domestic music content production and consumption platforms. According to official data from Kuaishou, the number of music anchors on Kuaishou currently exceeds 1 million, and the number of live music broadcasts per day is greater than 200,000. The total time spent watching live music every day is equivalent to over 1,500 years, and the number of musicians who have joined the Kuaishou platform is also growing rapidly.
Like “Girl by the Bridge,” which was only released by post-90s musician Helen on the QQ Music Open Platform on November 9, 2019, it also quickly became a hit on the Kuaishou platform. Up to now, this song has been played more than 2 billion times on Kuaishou, used more than 5 million times, and the number of Kuaishou short video works with the tag “Girl by the Bridge” has exceeded 500,000. These works have been played nearly 1 billion times.
Another example is “Love with a Hawthorn Tree”, which sparked a cover boom. The version of this song sung by musician Cheng Jiajia set a record of over 24 million plays in a single video on Kuaishou. In just a few weeks, the number of fans on Kuaishou grew by more than 1.8 million, directly driving hundreds of people to follow the trend and cover and re-create. At the same time, this song has been played at a maximum of nearly 10 million times per day on QQ Music, Kugou Music, and Kuwo Music, and is in the top 3 of the Kugou 500.