数字音乐迎来了一个新台阶。

Digital music has ushered in a new level.

近年来，随着社交通信、数字支付、直播等数字行业的发展，数字经济已经渗透到我们生活的方方面面。

In recent years, with the development of digital industries such as social communication, digital payment and live broadcasting, the digital economy has penetrated into all aspects of our life.

这其中，大众文化娱乐不可或缺的音乐，也在数字化的浪潮中迎来了转型和成长的机会。

Among them, music, which is indispensable for mass culture and entertainment, has also ushered in opportunities for transformation and growth in the wave of digitization.

《中国互联网发展报告（2021）》显示，2021年数字音乐产业市场规模达732亿元，网络音乐用户规模也达到了6.58亿。

According to China Internet development report (2021), in 2021, the market scale of digital music industry reached 73.2 billion yuan, and the scale of online music users also reached 658 million.

比起规模的扩大，最让人惊喜的是整个音乐市场都充满了活力。

Compared with the expansion of scale, the most surprising thing is that the whole music market is full of vitality.

2020年华语乐坛的发歌歌手、作曲人、作词人的数量都在快速增长；在创作者的爆发下，爆款歌曲的数量也在持续增加中。

In 2020, the number of songwriters, songwriters and lyricists in the Chinese music world is growing rapidly; With the outbreak of creators, the number of popular songs is also increasing.

数字音乐飞速发展的带动下，音乐平台也迎来了增速发展。近日，腾讯音乐娱乐集团（以下简称“TME”）发布了最新一季的财报。

Driven by the rapid development of digital music, the music platform has also ushered in growth. Recently, Tencent Music Entertainment Group (hereinafter referred to as "TME") released the latest quarterly financial report.

财报显示，今年第二季度，TME总营收同比增长15.5%至人民币80.1亿元；在线音乐服务收入同比增长32.8％，在线音乐付费用户达到6620万。

According to the financial report, in the second quarter of this year, TME's total revenue increased by 15.5% year-on-year to RMB 8.01 billion; Online music service revenue increased by 32.8% year-on-year, and online music paying users reached 66.2 million.

随着国内数字经济高质量发展，音乐市场也迎来了最好的时代。

With the high-quality development of domestic digital economy, the music market has also ushered in the best era.

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中国音乐市场变了愿意付费听音乐的人越来越多了

China's music market has changed, and more and more people are willing to pay to listen to music

什么算最好的时代？

What is the best time?

对于音乐行业来说，就是每个环节都能迸发出新活力。

For the music industry, every link can burst out new vitality.

在数字音乐发轫之初，免费只是一块不被人察觉的遮羞布。漫天遍地的盗版歌曲和免费下载的“怪现象”，使得音乐人得不到原创保护，版权收益甚微，那是音乐人的一段“至暗时期”。

At the beginning of digital music, free music was just an imperceptible fig leaf. The "strange phenomenon" of pirated songs and free downloads all over the world makes musicians unable to get original protection and little copyright income. That is a "dark period" for musicians.

做音乐不如搬砖！这是十几年前音乐行业很多音乐人生活的描述。

Moving bricks is better than making music! This is a description of the lives of many musicians in the music industry more than ten years ago.

在做音乐不赚钱的长痛中，很多音乐人被无情埋没，使得过去十几年中国流行音乐史更像是一部个人音乐史，熬出头的音乐人屈指可数。

In the long pain of not making money in music, many musicians have been ruthlessly buried, making the history of Chinese pop music in the past ten years more like a personal music history, and few musicians have come out.

如今随着正版化和音乐付费意识的加强，音乐人的收入状况明显好转，正走出“做音乐难以温饱”困局。

Nowadays, with the legalization and the strengthening of music payment awareness, the income situation of musicians has improved significantly, and they are walking out of the dilemma of "it is difficult to eat and wear when making music".

根据《2020年中国音乐人报告》显示，目前，音乐人月收入不足2000元的占比已经下降到22%，音乐收入占总收入5%以内的比例也降至24%。

According to the 2020 report of Chinese musicians, at present, the proportion of musicians whose monthly income is less than 2000 yuan has decreased to 22%, and the proportion of music income within 5% of the total income has also decreased to 24%.

根据腾讯音乐人四周年的最新数据，过去一年，在腾讯音乐人平台上，总收入过万的音乐人数翻了6倍，月收入过万的音乐人数翻了9倍。

According to the latest data of the fourth anniversary of Tencent musicians, in the past year, the number of musicians with a total income of more than 10000 has increased six times and the number of musicians with a monthly income of more than 10000 has increased nine times.

与不断上升的收入相呼应的，是音乐人不断上涨的创作热情。

Echoing the rising income is the rising creative enthusiasm of musicians.

在20年前的华语乐坛中，曾有一种说法叫做“男有周杰伦，女有孙燕姿”。

In the Chinese music world 20 years ago, there was a saying called "Jay Chou for men and Stefanie Sun for women".

20年后的今天，新歌数量爆棚，新创作者大幅增加，从流媒体音乐平台，到音乐综艺，新歌占比都得到提升，甚至占据主导地位。

Today, 20 years later, the number of new songs has exploded, and the number of new creators has increased significantly. From streaming media music platform to music variety, the proportion of new songs has been increased, and even occupied a dominant position.

不但华语新歌数量创造新高，行业“原创力量”也进一步爆发。

Not only did the number of new Chinese songs reach a new high, but the "original power" of the industry also broke out further.

根据腾讯音乐数据研究院《2020华语数字音乐年度白皮书》数据显示，2020年发行新作的华语歌手人数同比2019年增长82%，作曲人增长了41%，作词人增长了35%。

According to the annual White Paper on Chinese digital music in 2020 issued by Tencent music data research institute, the number of Chinese singers issuing new works in 2020 increased by 82%, composers by 41% and lyricists by 35% compared with 2019.

创作者的繁荣下，新歌数量同比2019年增长了216%，比过去三年的总量还多。

With the prosperity of creators, the number of new songs increased by 216% year-on-year in 2019, more than the total in the past three years.

大量的新歌、新人涌入市场，行业上游供给旺盛，直接带动了新歌消费整体提升。

A large number of new songs and newcomers poured into the market, and the upstream supply of the industry was strong, which directly led to the overall improvement of new song consumption.

这些逐渐出头的音乐人，给了那些还在努力的人带来了希望，让他们看到：在这个音乐时代，真正有才华的音乐人，总会有机会发光。

These emerging musicians have brought hope to those who are still working hard, and let them see that in this music era, truly talented musicians will always have the opportunity to shine.

更多音乐人愿意参与音乐表达，使得这两年爆款音乐数量也在不断增加，原创音乐也拥有了更广泛的受众，优质内容也促进了用户消费意愿的不断提升。

More musicians are willing to participate in music expression, so that the number of popular music in the past two years is also increasing, the original music also has a wider audience, and the high-quality content also promotes the continuous improvement of users' consumption intention.

以TME为例，截至今年第二季度，TME在线音乐付费用户达到6620万，同比增长40.6％，其中环比净增长达530万，为2016年以来单季最大净增长。

Taking TME as an example, as of the second quarter of this year, TME's online music paying users reached 66.2 million, a year-on-year increase of 40.6%, of which the month on month net growth reached 5.3 million, the largest net growth in a single quarter since 2016.

数字音乐付费用户规模的扩大也给了平台更大的想象空间，良好的平台生态，也给了歌手自由唱歌的翅膀，从而实现整个音乐行业的良性发展。

The expansion of the scale of digital music paying users has also given the platform greater imagination space, good platform ecology and the wings for singers to sing freely, so as to realize the benign development of the whole music industry.

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从一枝独秀到群星璀璨最好的音乐时代是如何炼成的？

How did the best music age evolve from a single branch to a bright star?

从盗版免费到正版付费，从一枝独秀到群星璀璨，最好的音乐时代，并不是一蹴而就的。

From piracy free to genuine payment, from a single show to bright stars, the best music era is not achieved overnight.

那如今的的音乐生态是怎么炼成的呢？

How is today's music ecology refined?

1.正版化意识的觉醒，是音乐发展的土壤

1. The awakening of genuine consciousness is the soil for the development of music

早前，中国音乐的盗版率一度高达99%，但到了2018年，正版音乐的使用率就达到了96%，远高于全球音乐市场62%的平均水平。

Earlier, the piracy rate of Chinese music was as high as 99%, but by 2018, the utilization rate of genuine music reached 96%, far higher than the average level of 62% in the global music market.

这背后离不开监管层的政策与主流平台的作用。

This is inseparable from the role of regulatory policies and mainstream platforms.

在政策层面，2015年，国家版权局颁布“最严版权令”，完成了中国数字音乐平台基本完成了平台自查与肃清，这一年也被认为“中国音乐正版化元年”。

At the policy level, in 2015, the National Copyright Administration issued the "most stringent copyright order", which basically completed the self inspection and elimination of China's digital music platform. This year is also regarded as the "first year of the legalization of Chinese music".

同年，中国音乐市场收入凭借全球第一的增长速度，在全球的排名一下子从第19位到第7位，实现了音乐市场的触底反弹。

In the same year, with the world's first growth rate, China's music market revenue suddenly ranked from 19th to 7th in the world, realizing the bottom rebound of the music market.

从市场的角度看，平台方和内容方一直在身体力行支持正版，通过提供更好、更多元的音乐娱乐服务体验，为消费者接受付费音乐而努力。

From the perspective of the market, the platform side and the content side have been trying their best to support genuine music and strive for consumers to accept paid music by providing better and more yuan music entertainment service experience.

随着音乐经济的发展，大众正版化意识增强，越来越意识到音乐的价值，十几年前的免费下载的“怪现象”逐渐消失。

With the development of music economy, the public's awareness of legalization has increased, and they are more and more aware of the value of music. The "strange phenomenon" of free download more than ten years ago has gradually disappeared.

根据TME的最新数据显示，截至今年第二季度，TME在线音乐付费用户达6620万，再创历史新高，环比上一季度增长530万，也创造了自2016年以来的单季度最大净增长。

According to the latest data of TME, as of the second quarter of this year, TME's online music paying users reached 66.2 million, a record high, an increase of 5.3 million month on month compared with the previous quarter, and also created the largest net growth in a single quarter since 2016.

2.数字经济下，音乐内容不断多元化

2. Under the digital economy, music content continues to diversify

现在的数字经济说是“注意力经济”一点也不为过。

It is not too much to say that the current digital economy is "attention economy".

随着移动互联网的发展，直播、游戏、长短视频等多种文娱消费品，都在争抢着大众有限的注意力。

With the development of mobile Internet, live broadcast, games, long and short videos and other entertainment consumer goods are competing for the limited attention of the public.

因此，对音乐娱乐平台而言，想要吸引用户不断入驻，增强用户粘性，提升用户使用时长，单一的音乐内容和娱乐方式显然已经不够。

Therefore, for the music entertainment platform, if you want to attract users, enhance user stickiness and improve the use time of users, a single music content and entertainment mode are obviously not enough.

对于用户来说，享受到更定制化、精细化的优质内容和服务，是他们下定决心付费的重要因素之一。

For users, enjoying more customized and refined high-quality content and services is one of the important factors for them to make up their mind to pay.

在这种背景下，各大平台开始以音乐为核心，进行玩法创新和体验升级，为平台和行业发展找到新引擎。

In this context, the major platforms began to take music as the core, carry out play innovation and experience upgrading, and find a new engine for the development of the platform and industry.

比如，TME除了不断丰富多元音乐内容，还开始加码长音频。

For example, in addition to continuously enriching diversified music content, TME also began to add long audio.

从一开始的有声读书、付费课程、相声、广播剧，到现在的热门影视音频化、综艺音频化、舞台话剧音频化，做到一切皆可“听”。

From the beginning of audio reading, paid courses, crosstalk and radio dramas, to the audio of popular film and television, variety and stage drama, everything can be "heard".

TME率先开启了与电视综艺热门网综合作，在其旗下的QQ音乐、酷狗音乐和酷我音乐的站内，设有专门的“综艺专区”，让综艺节目不仅可以看，还可以听得身临其境。

TME took the lead in opening a comprehensive work with the popular TV variety network. There is a special "variety zone" in its stations of QQ music, kugou music and KuWo music, so that variety programs can not only be seen, but also be heard.

而在6月份的组织架构升级中，腾讯音乐成立了内容业务线，负责音乐内容相关业务的整体规划、战略制定和统筹管理。而这里的内容不仅仅是音乐版权，还包括音乐视频、线上线下演出、音乐综艺等。同时，TME还在集团层面成立了专注长音频的独立业务线。

In the organizational structure upgrade in June, Tencent music established a content business line to be responsible for the overall planning, strategy formulation and overall management of music content related businesses. The content here is not only music copyright, but also music videos, online and offline performances, music variety, etc. At the same time, TME has also established an independent business line focusing on long audio at the group level.

3.音乐平台联动，促进原创音乐的繁荣

3. Music platform linkage to promote the prosperity of original music

在整个音乐生态中，最核心的还是优质的音乐人和原创音乐。

In the whole music ecology, the core is high-quality musicians and original music.

新生代音乐人的出道和新歌的爆火，都需要更多的现金投资和宣发机会。

The debut of the new generation of musicians and the popularity of new songs need more cash investment and publicity opportunities.

这些年为了从根本上促进行业发展，很多平台都努力在旗下音乐平台与音乐社区内实现原创音乐、商业模式与用户的共创共生，并实现跨平台运营原创音乐内容，发掘原创音乐“新鲜血液”。

In recent years, in order to fundamentally promote the development of the industry, many platforms have made efforts to realize the co creation and symbiosis of original music, business model and users in their music platforms and music communities, realize cross platform operation of original music content, and explore the "fresh blood" of original music.

在平台的“扶持计划”下，那些原本成名无门的音乐人群体，不仅得到了最直接的资金、流量支持，更获得了曝光、发行、推广作品的一条龙服务。

Under the platform's "support plan", those groups of musicians who had no way to become famous not only received the most direct financial and flow support, but also received one-stop services for exposure, distribution and promotion of works.

比如TME旗下的腾讯音乐人用四年时间，集结了超过23万原创音乐人、共计产生了166万首音乐作品。

For example, in four years, Tencent musicians under TME gathered more than 230000 original musicians and produced a total of 1.66 million music works.

腾讯音乐人目前运营的原力舞台计划，力邀木马、朱婧汐Akini JING、二手玫瑰乐队等作为首发特邀演出嘉宾，为乐坛输入新生代创作人。

The force stage plan currently operated by Tencent musicians strongly invites Trojan horse, Zhu Jingxi akini Jing and second-hand rose band as the first specially invited guests to input a new generation of creators into the music world.

音乐传统宣发形态正在突破与升维，腾讯音乐构建了自己完善的音乐生态，宣发链条线上、线下深度整合，向前向后延伸。

The traditional publicity and distribution form of music is breaking through and upgrading. Tencent music has built its own perfect music ecology, and the publicity and distribution chain is deeply integrated online and offline, extending forward and backward.

7月，毛不易推出新专辑《幼鸟指南》，背后正是腾讯音乐“一站式宣发”的一次成功实践，包括了数字专辑线上预售、TME毛不易日扫楼互动、音乐试听会、TME live新专辑首唱会与《一个人的音乐会》等多元化宣发形式。

In July, Mao Buyi launched his new album "chick guide", which is behind a successful practice of Tencent music's "one-stop publicity and distribution", including online pre-sale of digital album, TME Mao Buyi's daily floor sweeping interaction, music audition, TME live's new album debut and one person's music club.

更多苦于新专辑无法被听众听到、记住的音乐人，都有可能从腾讯音乐获得更广阔的机会。最终线上热搜话题曝光近10亿次，线下公播场景播放达百万级，累计覆盖上亿人次。

More musicians who suffer that the new album can't be heard and remembered by the audience may get broader opportunities from Tencent music. Finally, online hot search topics were exposed nearly 1 billion times, and offline public broadcasting scenes reached millions, covering hundreds of millions of people.

众多音乐平台的集体发力，为独立音乐人创造了走红的可能，也为最好的音乐时代做足了“增量”。

The collective efforts of many music platforms have created the possibility of becoming popular for independent musicians and made sufficient "increment" for the best music era.

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寻找长期价值是数字音乐行业必选项

Looking for long-term value is a must for the digital music industry

虽然数字音乐市场火热，但最好的时代刚刚开始，寻找数字音乐的长期价值，仍然是整个行业不可避免的课题。

Although the digital music market is hot, the best era has just begun. Looking for the long-term value of digital music is still an inevitable topic for the whole industry.

想要实现长期价值，首先要搞明白数字化音乐未来的机会在哪里？

To realize long-term value, we must first understand the opportunities for the future of digital music?

对于音乐行业来说，音乐不可能退回损伤行业核心的“免费时代”，要想释放行业价值，必须有让用户满意的作品。

For the music industry, it is impossible for music to return to the "free era" that damages the core of the industry. In order to release the industry value, there must be works that satisfy users.

市场对音乐人和音乐平台的考验将继续升级，如何合理布局资源，挖掘IP价值，最终持续为市场提供优质内容，是未来音乐产业仍需面对的问题。

The test of the market on musicians and music platforms will continue to upgrade. How to reasonably distribute resources, tap IP value, and finally continue to provide high-quality content for the market is a problem that the music industry still needs to face in the future.

因此要想实现长期价值，首先要死磕原创内容。

Therefore, in order to achieve long-term value, we must first stick to the original content.

其次，大众注意力日益碎片化，音乐的应用场景多样化，年轻一代对音乐的消费日渐个性化，音乐消费端的情况变得更为复杂。要想让原创音乐人和原创音乐的版权及变现通路上产生更大的影响力，要让内容更好地与用户进行多元化的连接和触达，这需要平台有更强大的渠道力，将音乐人和作品触达到更多的端口。

Secondly, the public's attention is increasingly fragmented, the application scenarios of music are diversified, the consumption of music by the younger generation is becoming more and more personalized, and the situation of music consumption becomes more complex. In order to make the original musicians and original music have greater influence on the copyright and realization channels, and to make the content better connected and accessible to users, the platform needs a stronger channel force to reach more ports for musicians and works.

总结下来，就是在内容力和渠道力上不断加码。

To sum up, it is constantly adding weight to the content force and channel force.

从这个角度看，在6月TME“一体两翼”战略升级，能更好的为音乐市场的发展注入力量。

From this perspective, the "one body and two wings" strategy upgrade of TME in June can better inject strength into the development of the music market.

内容层面，TME成立了内容业务线，将加大内容共创制作、宣发等业务的投入，全链条服务音乐产业。

At the content level, TME has established a content business line, which will increase the investment in content co creation, production, publicity and other businesses, and serve the music industry in the whole chain.

平台层面，为了让音乐作品获得更多曝光，TME整合了 QQ 音乐直播与全民 K 歌直播团队，进行全新形态的互动视频功能开发，并与微信视频号深度合作。

At the platform level, in order to make music works more exposed, TME has integrated QQ music live broadcast and national k-song live broadcast teams, developed new forms of interactive video functions, and deeply cooperated with wechat video numbers.

在TME的新方向里，从扶持计划推人，到一站式宣发推歌，再到联动微信、短视频平台听歌，实现了从音乐人到音乐作品，再到为音乐人创收，逐渐串联成一个开放式的闭环生态。

In the new direction of TME, from the promotion of people through the support plan, to the one-stop promotion and promotion of songs, and then to the linkage of wechat and short video platforms to listen to songs, it has gradually connected into an open closed-loop ecology from musicians to music works, and then to generating income for musicians.

未来音乐人能赚到钱，产出更优秀的作品；消费者享受优秀的音乐作品，更愿意为产品买单；在数字经济的发展和音乐市场的繁荣下，平台能赚到钱；发展后的平台投入更多精力反哺原创市场，对于行业而言，形成一个良性循环。

In the future, musicians can make money and produce better works; Consumers enjoy excellent music works and are more willing to pay for products; With the development of digital economy and the prosperity of music market, the platform can make money; The developed platform invests more energy to feed the original market, forming a virtuous circle for the industry.

这样有更多想象的行业，才是音乐最好的时代。

This industry with more imagination is the best era of music.