March 31stNetEaseCloud Music announced that it had formally reached a strategic cooperation with Rolling Stone Records.

The two companies join hands, it seems that the logic is very simple, nothing more than an online music platform and a head of the record company copyright, but carefully smack, there are a lot of places to discuss.

In addition to the routine operation of winning the copyright, more attention comes from other areas of cooperation between the two sides, including the exploration and training of artists, in-depth development of music IP, original music, music performance, online singing and so on. Some of these cooperation projects were originally the territory of Internet companies, and some were the strengths of the original record companies.

This means that this cooperation brings not only the music rights of singers such as Luo Dayou, Li Zongsheng and Wu Bai, who have entered the history of Chinese music, but also the co-evolution of traditional record companies and emerging online music platforms using each other's strengths in the new era.

All-round cooperation between NetEyun Music and Rolling Stone Records

"so close your eyes for a while."

At the beginning of 2020, with the popularity of "want to see you", one of the episodes, Wu Bai's "Last Dance" has also gained unprecedented popularity. Up to now, the song has received more than 130000 reviews in NetEase, Inc Yun's music, compared with only 30 comments in the years before that.

In fact, this Rolling Stone classic, released in June 1996, is probably older than most people who listen to it.

There is also a great difference in age between Rolling Stones and NetEyun music. As the favorite online music platform of the post-1995 generation, NetEase, Inc Yun Music has been born for only seven years, while Rolling Stones is already 40 years old.

When it comes to rolling stone records, the memories of several generations will come back to life. It was the golden 40 years of the Chinese music industry. Arranging the names of the artists under Rolling Stone Records is a history of pop music. Among them are music godfathers like Luo Dayou and Li Zongsheng, love song divas like Liang Jingru and Liu Ruoying, and people like Dou Wei, he Yong and Zhang Chu who have created a new situation of rock and roll in mainland China.

In Rolling Stone, every name is a classic.

But at present, "classic" not only means "eternity", but may also mean a certain sense of distance. At present, the mainstream consumer groups in the music market are young people born in 1995. For them, the stars of Rolling Stone Records are just historical names, admirable, but also somewhat unfamiliar.

The drama of the strategic cooperation between NetEyun Music and Rolling Stone Records probably comes from this. What people wonder and wonder is, when a platform for post-1995 music lovers meets a temple-level company in the history of Chinese music, what kind of spark can there be between the two?

According to the message released by NetEase, Inc Yun Music, it is not difficult to find that the cooperation between the two will be carried out around the entire music industry chain, which can be called "omni-directional".Behind the seemingly unexpected cooperation, it points to a clear message: the complementarity of resources between the two sides has contributed to the real achievement of this cooperation.

For Rolling Stone Records, the cooperation with NetEyun Music means that it can reach a younger group of music lovers and can take advantage of the advantages of online platforms to expand its influence and diversify its ways of playing. As for NetEyun music, the rolling stone has a large number of resources, which can not only enrich the copyright content in the ecology with booming young artists, but also add brand-new humanistic feelings such as "nostalgia" to the social exploration of music.Cooperation seems to be music on the surface, but emotion is behind it.

The bond between Rolling Stones and NetEyun music looks like music on the surface, but the deeper connection is emotion.

A study shows that "nostalgia caused by music can increase the warmth of the body", and, as in "want to see you", a "Last Dance" can connect each other 20 years apart, regardless of past experience, regardless of future ambition, the same song can always stimulate a similar emotional experience at that time, in the time of that song, people are no longer as lonely as atoms. But a community connected for decades thousands of miles apart.

This is the "small-world theory" put forward by sociologists Duncan Watts and Steve Stogatz: a group of people on social networks who are closely connected by a small number (short paths) have small-world circles with good transitivity and relative independence.

In Internet products, we call the community and the small world "communities".

Compared with other APP, one of the core competencies of NetEase, Inc Yun Music is a perfect and good community atmosphere.In fact, a large amount of UGC content created by NetEase, Inc Yun music users in the comment area is the unique advantage of the platform. Popular marketing cases such as "music review special train", "music review special plane" and "music bottle" in cooperation with NONGFU SPRING CO., LTD. all come from this.

In the second half of 2019, NetEase, Inc Yun Music also launched a new community plate "Yuncun". In this section, which is positioned as the "spiritual home" of music lovers, users can use Mlog (Music-log) to discuss, express their feelings and create and share around music. At NetEase, Inc's Q4 earnings call in 2019, Ding Lei specifically mentioned "Yuncun" and believed that this product can provide users with a richer experience such as listening, watching and interaction.

Since it is necessary to provide a richer emotional experience and community atmosphere around music, it means that the platform needs to provide music resources with more styles.

From this point of view, the tone of Rolling Stone Records is quite consistent with that of NetEase, Inc Yun Music-the singers and their works under Rolling Stone Records generally have a strong humanistic spirit, which coincides with the humane community characteristics of NetEase, Inc Yun Music. It can be expected that the cooperation between the two sides will further promote the construction of NetEase, Inc Yun Music music community.Rolling Stones need to find new young people.

Rolling Stone also has to rely on emotion, so that the original classical music to find new young people.

In fact, when the whole society has stepped into the Internet era rapidly because of technological progress, how to adapt to the new era has become a difficult problem on the table. Whether in the West or China, how to deal with the relationship with the Internet platform has always been a problem that record giants need to think carefully.

Based on the present, the answer couldn't be clearer: because the Internet platform has a more diverse style of play and a broader imagination, record companies that embrace the power of the Internet with an open mind have more possibilities to rise.

When NetEase, Inc Yun Music begins to play the role of music IP booster, Rolling Stone's own IP resources can get more empowerment, thus broadening the boundaries of its development. Not only can it win the opportunity to show among young people who may not have come into contact with before, those focus music can also accurately reach music lovers with similar tastes with the help of NetEase, Inc Yun's mature distribution model.

Let Jinqu once again have influence among young audiences is one of the directions that NetEyun Music has always been trying. For example, the platform has specially launched the "Youth reset Program", its core is to invite young singers to sing old songs, through the reinterpretation of old songs to make the young people in the platform feel the charm.

Many of the works created in the project have been well received, including Cai Chengyu's cover of the power train's old song "that's it", Rocket Girl's cover of S.H.E 's "the Flowers are ready", and Yan Renzhong's Lan Youshi's Lonely mind, which was released in 2005, garnered nearly 70, 000 comments. The same song collided with a lot of unexpected new chemical reactions in the dialogue between two generations of singers.

Times have changed, but people's love for good songs can still be passed on in the right field. Even in the face of the brand-new digital environment, more classic IP like "Last Dance" will find new vitality in the cooperation between NetEase, Inc Yun Music and Rolling Stones.Explore the alliance space between the record industry and the Internet industry

For the Chinese music industry, inheritance has once become a head-scratching problem. Although this can be partly attributed to the shortsightedness and impetuosity of capital, the more fundamental problem may lie in the lack of a corresponding mechanism to continuously create new voices in the Chinese music world.

In other words, at a time when attention is fragmented or even dusty, how to accurately dock singers and listeners hinders the rise of the power of new voices in Chinese.

In terms of discovering new people, Rolling Stone is also a "key gentleman" in the Chinese music industry. In the early stage, represented by professional producers such as Li Zongsheng, he explored Leong Jingru, May Tian and other new generation singers and orchestras. In the later period, Rolling Stone also held a biennial original singer contest to select potential new singers.

And this has also become a key area of cooperation between NetEase, Inc Yun Music and Rolling Stones.

In fact, some of Rolling Stone's budding singers have already gained the first batch of fans in NetEase, Inc Yun Music. Take Sun Shengxi, who sang the opening song of the hit TV drama "I want to see you" as an example. Although the newcomer who won the 30th Taiwan Golden Melody Award for Best Mandarin album is still not well known at the public level, his most popular song has garnered more than 70, 000 reviews in NetEase, Inc Yun Music.

The final song of the show, "I want to see you," received more than 150000 reviews in Yuncun. Last month, in the new generation of Rolling Stone album of NetEase, Inc Yun Music "Yuncun bedroom Music Festival", five young singers under Rolling Stone, Deng Jiayu, Darcy, Little Boy Orchestra, Ju Qi, and Sun Shengxi, also got a good response among mainland music fans.

If you take into account the 100000 original musicians already owned by NetEase, Inc Yun Music platform, as well as the mature production ability of Rolling Stone Records accumulated in the long process of development.The similar cooperation between the two companies has made people see the possibility of continuously pumping fresh blood into the Chinese original music market.

Generally speaking, whether personalized recommendation helps stock copyright find more listeners, or to expand the value of IP through audio and video, Mlog, live streaming, singing and other forms, the cooperation between the two companies will expand their imagination.

For the Chinese music industry, the more important value of this cooperation is that it is trying to explore the possible alliance space between the recording industry and the Internet industry in addition to copyright cooperation. This is obviously of great significance to recreate a digital "golden generation" of Chinese music.