Even if the record is dead, the music will never die.

Absrtact: Finger in the mobile phone screen lightly across, bring out a beautiful rainbow, the song of pure Self slowly outflow, at the same time, a piece of exquisite hand-drawn illustrations pouring into the eye, dreamy and blurred, and singing in the colorful world of singing as a female singer Cao Fang launched

Finger on the phone screen lightly across, bring out a beautiful rainbow, the song of the pure self slowly flows out; at the same time, a piece of exquisite hand-drawn illustrations pouring into the eye, dreamy and blurred, and singing the colorful world complement each other-singing as a female singer Cao Fang launched the first personal app album "Light Rainbow" full of novelty. This album is the first real app album in the country. Right now, in addition to Cao Fang, there are Singapore singer Stefanie Sun, JJ Lin is also testing the water this new gadget, each sent an app album.

Although the current app album sales are only spark, to save the music industry This big problem is also just a "folk prescription", however, in many musicians, excellent music works can be more than one carrier to spread, and gain, the music of the living space can be larger. It also confirms that music will never die, even if the record is dead.

Content provider can gain 70%

App album is a mobile phone terminal based on digital music products, said the simple point is to put an album "pirated" into app apps, put on the app Store and other applications platform, fans through mobile phones, tablets to buy, download, enjoy.

This album is exquisite: After entering the page, the colorful circular wreath slowly rotates clockwise, while the program starts to play the five songs of the album automatically, and you can continue to listen to the songs when you browse other pages. Alternatively, you can choose the song, along with the reading lyrics, watch illustrations. The illustrations are carefully drawn by Dai painter Han Xuan. In addition to the song and the illustration itself, there is also a gallery, you can see Cao Fang photos. JJ Lin App album "because you and in Stories Untold" content is also very rich, including 11 songs, 10 MV, 3 flagship micro-film, 20 wonderful photo.

Nova Entertainment's Cao Fang is one of the fencing of the app album, and he feels that the biggest feature of the app album is that it enhances interactivity with the user and enriches the music album's content. Compared to traditional CD albums, app albums can listen, look, touch, and change the way people listen to music.

In the view of musicians Songko, the most important thing to be explored in the app album is its role in promoting the industry--the benefits of content-copyrighted parties will rise. In the past, the digital music operation mode, the content provider to obtain the total income is not higher than 20%, for example, a ring tone 2 yuan, the copyright party to get a maximum of 4 cents, and no bargaining power. "Today, with the app Store, the content provider can get the full benefit of the remaining 70%, except for 30% of the revenue from Apple's operators." This mode of return is closed, without a third party, and the accounts are clear and can be traced to the purchaser's relevant data at any time. "Even if the copyright party and the app production team are 55 divided, the content provider will have at least 30% to 35%, and the final revenue is actually higher than the physical record."

Hardcore fans are willing to pay for app albums

Like many other digital music products, app albums, as new things, must be tested by the market.

Cao Fang App album "Light Rainbow" price 30 yuan, although compared with the genuine CD price is more than half, but there are still netizens complained: "The general paid app products as long as 6 Yuan, an app album is 30 yuan, it seems not cost-effective ah!" In this respect, Shangzheng explained that app album pricing is actually referring to the itunes song Price, "in accordance with the original music each song 0.99 dollars price, five songs is almost 30 yuan, and the album of illustrations and other interactive experience, is actually classified as a bonus experience products." ”

At the outset, they have developed the mentality of the market to make app albums, no Chengxiang received better results than imagined. According to the observation, app albums were bought by young people aged 16 to 28. There are many fans of the singer, willing to pay for their favorite singers, there are some of the cultural products themselves interested in the value, and this part of the crowd is the music companies want to explore and cultivate consumer groups.

In addition, from a collection point of view, the app album is after all "see touch", Can not meet the album collectors "hold in the hands of heavy" sense of achievement. However, January or March record CEO Lou Qiang is very optimistic: "For collectors, the collection of which kind of media according to preferences, some people like cassette, some people prefer CDs, some people cherish vinyl records." It's not a good choice for the Apple generation to collect albums by phone. ”

To become the market "main force" still lack of heat

Digital music has become the mainstream of music industry, has become the consensus of the industry. This position, the parties "forces" separatist, including MP3, mobile phone ringtones, and so on, now joined the new "princes"--app album. How can the new princes become more than expected? "Who can eventually replace the CD as the mainstream of music transmission, it is still difficult to conclude that the app album is a chance, but still lack of heat." Lou Zhong Qiang said.

First, the user's sense of pay is in charge of the life and Death of the app album. In recent years, not only is the app album, all the mobile phone and tablet computer as a data terminal music transmission methods are facing this problem. As the music critic Dingbo said: "The domestic audience's music consumption awareness has not been developed, the concept of genuine consumption." This kind of environment affects the development direction of digital music. "It is for this reason that many musicians are still on the sidelines about app albums and similar products, and most musicians who have tried to make app albums have chosen Apple's App Store application platform." In addition to Apple's own credibility, but also because of its use of the crowd can be more acceptable to the concept of cultural products consumption.

Shangzheng that in the future development of the app album, the most important thing is to improve the product itself. The creation of app albums must break the intrinsic expression patterns of old music carriers such as CDs and create a new way of expression and interaction. On the one hand, to increase the nature of the app album Community Communication, make it a communication channel for artists and fans, on the other hand, also pay attention to the later maintenance of the app album, so that it can be realized after the purchase download is completed. "No matter what kind of media to spread music, only works good enough to win the audience recognition." Otherwise, app albums are exactly the same content as traditional CDs, and they're not as cheap as web downloads, so who's going to buy your account? Shangzheng said.