On January 14, the Transform Awards (Asia Pacific) award ceremony hosted by Transform Magazine, an authoritative global brand development and remodeling magazine, was held. As a global annual event in the field of brand strategy and design, this year's Transform Awards continues to recognize brands and cases that have performed excellently over the past year. Among them, Tencent Music Entertainment Group won five awards in one fell swoop, including the “Best Overall Visual Recognition Award” with its fourth anniversary brand renewal project, which places equal emphasis on creativity and content. This not only gave Tencent Music Entertainment Group another authoritative recognition for its practice in the brand vision of “creating unlimited possibilities for music,” but also opened up a new starting point for Tencent Music Entertainment Group to become a “Love Mark (Love Mark)” for users. In addition, brands that received the Transform Awards include internationally renowned brands such as Coca Cola, Volkswagen, and Nike.
Focusing on brand strategy, execution, content and effectiveness evaluation, and aims to recognize best practices in global brand development, the Transform Awards have continuously unearthed valuable brand strategic ideas and creativity over many years of development, and have become a high-profile and highly valuable award in the field of brand strategy and design. This time, Tencent Music Entertainment Group has won a total of the Best Overall Visual Identity (Best Overall Visual Identity) Gold Award (Best Brand Evolution) Gold Award (Best Brand Evolution) Gold Award (Best Brand Evolution) Gold Award, and the TMT Technology Media Best Visual Identity Award (Best Visual Identity from the Technology, Media and Appropriate Sector) Gold Award (Best Visual Identity from the Technology, Media and Appropriate Sector). The Best Use of a Visual Property Award (Best Use of a Visual Property) Silver Award and the Best Creative Strategy (Best Creative Strategy) Silver Award (Best Creative Strategy) Silver Award (Best Creative Strategy) has five awards. The coverage of multiple award categories highlights the multi-dimensional value brought about by TME Group's brand renewal.
Using music to create “Infinite Wings”, the brand strategy and image are widely recognized
In the past year 2020, TME Tencent Music and Entertainment Group celebrated its fourth anniversary. While it has accumulated rich industry experience, it has also further clarified its brand mission to continue exploring new boundaries with the content ecosystem. In order to more clearly convey the concept of “creating unlimited possibilities for music”, on the occasion of the fourth anniversary of its establishment, Tencent Music Entertainment Group carried out a brand renewal and released a new brand visual image, 'The Wings Infinite Wings'. With a new brand value proposition, it emphasized the connection between music and people: integrating music into life, adding value to the industry, and giving music more imagination by building a complete and diverse music and entertainment ecosystem, and developing co-creative wings with everyone in music.
Original intention and persistence, imagination and future, openness and co-creation. These are the brand values conveyed by Tencent Music Entertainment Group, which is a believer in the industry, through brand renewal. With the determination to forge dream wings for more believers, in the past year, Tencent Music and Entertainment Group continued to lead the industry in the midst of the unknowns and challenges brought about by the pandemic, and optimized and upgraded the “one-stop” music and entertainment service with the world's unique “online music+social entertainment” dual-engine driving model, continuously stimulating the resonance of users.
Just like Tencent Music Entertainment Group's beautiful wishes, “THE WINGS Infinite Wings” is designed with “M” representing music (Music) as the core. The right side retains the original design from the day the group was born, meaning that the mission and original intentions have never changed, while the left side has an open design with unlimited room for imagination. In the open expression model of “THE WINGS Infinite Wings,” the brand's personality is highlighted through creative poster design. When the two wings unfold together, it not only represents Tencent Music Entertainment Group's exploration of the value of more music scenes, but also means that TME has always collaborated and achieved with everyone in the music industry to create limitless musical possibilities.
It is a new starting point for becoming “Love Mark” and will also create a new wave of music marketing
With an ecological product matrix represented by QQ Music, Kugou Music, Kuwo Music, and K-song for all, Tencent Music Entertainment Group lives up to every love and uses “heart” to get closer to users. Not only has it once again achieved a record increase in paying users and payment rates, but also by tapping into innovative business value potential, it also provides users with a richer and more diverse music and entertainment scene, with music as a dimension, bringing users more loving memories and experiences. As a result, it is loved by more users. Tencent Music and Entertainment Group is continuously creating the “Love Mark (Favorite Brand)” in the minds of users.
In 2020, the launch of TME Live, an ultra-live music brand integrating online and offline music, not only set a new benchmark for online performances with innovative performance models and cutting-edge digital video technology, but Mayday, Liu Ruoying, Chen Yixun, Andy Lau, Zhou Shen, Zhang Huimei, and Billie Eilish, and other top domestic and global singer lineups, excellent production quality, and providing the public with music and entertainment life in the post-pandemic era, making it the “wishing pool” for the widest range of fans in the country, completing the “wishing pool” for many fans in the country The wish.
On the occasion of the fourth anniversary of the Group's establishment in July 2020, Tencent Music and Entertainment Group has joined forces with 27 national brands covering all aspects of people's lives, including P&G, Lenovo ThinkPad, and Didi Chuxing, to launch 49 well-known brands including #音乐重启生活 #音乐公益特别策划，而在12月的集团上市两周年 #TME甜蜜发糖节 #特别策划中，更是吸引了伊利、飞利浦、I DO and Joy City across borders. The group's new sub-brand, TME Live, was favored and sponsored by internationally renowned brands such as Sprite, Intel, and BOSE in its first year of launch.
Facing the ever-changing pan-entertainment market and young consumer groups, in 2021, Tencent Music Entertainment Group launched a new music attraction field, released marketing resources for all scenes of music, drove young marketing with a new sound energy field (a series of campus music activities), drove deep brand implantation with acoustics (festival level marketing), and integrated marketing with sound waves (continuous online concerts) to drive marketing with integrated quality and efficiency, used sound effects and magic fields (continuous online concerts) to help brands penetrate users' daily lives, and create new trends in music flow.
The new year has arrived, and with 3 gold and 2 silver honors from the Transform Awards, TME Tencent Music Entertainment Group will also continue to adhere to the responsibility of “creating beauty for users and exploring future paths for the industry”. Through increasingly mature content ecosystem co-construction and scene ecological layout, it continues to break through frameworks, enhance the diverse value of music, continue to bring advanced, intelligent, and high-quality music and entertainment experiences, and carry the dreams and blueprints of more users, musicians, and partners with music wings. Hope and companionship. Together with all music believers and lovers, create limitless possibilities for music.