I didn't expect Krypton to appear in the same conference as TVB.

Absrtact: I didn't expect Krypton to appear in the same conference as TVB. Tencent's QQ music today held a strategic conference in Hong Kong, announcing the signing of an exclusive cooperation agreement with South Korea's YG Entertainment (YG Entertainment), acting as the latter's network in mainland China

It never occurred to me that Krypton would appear in the same conference as TVB.

Tencent's QQ music today held a strategic conference in Hong Kong, announcing the signing of an exclusive cooperation agreement with South Korea's YG Entertainment (YG Entertainment), acting as the latter's network music copyright in mainland China. According to the official statement, Tencent will take the QQ music as the core, get through the mobile phone QQ, QQ space, micro-letter, Tencent Video, Tencent's game, to create music, social, electrical, O2O four-one entertainment model.

Is the rich, is capricious

In addition to the big strategic cooperation Manifesto, the Han lineup at the conference was also very large. Bang, Winner, IKON, Bobby and other YG Idol combination to the scene, but I do not know. I know YC very well, but YG really don't understand!

Tencent continued to force the content this year, rumors 5 billion yuan to buy Shanda literature. In the second week of the striker's network and everyone's television station, Tencent Video announced the exclusive rights of HBO in China. Last month, QQ Music sued NetEase Cloud music for infringing copyright. Google search for "QQ music exclusive" Two keywords, you feel it!

At present, QQ Music already has 8 million music copyright, the proportion of exclusive copyright is also more and more high. "This is to help the industry build a benign ecological environment," said Penga Shin, vice president of Tencent. QQ Music Product manager Huang Chuxiong that "this is the threshold to raise competition in the industry, the former cost of copyright is too low, but benefited too much."

In fact, not only Tencent, this year bat and other giants in the content industry frequently. Baidu before the establishment of Baidu literature and Tencent bid for a grand literature, Alibaba and Tencent shares Huayi, reached the "equally" cooperation agreement; Millet and Youku potato strategic cooperation, 1.8 billion yuan Archie art. Content industry has been bat "power game": Is rich, is capricious!

But QQ in the music field is not only rich so simple.

Top edge or long tail effect

Vice president of Millet, MIUI, head of Hong Feng, asked a question on Weibo last week:

I always have a doubt, NetEase cloud music Word-of-mouth is very good, why the user is not much?

Huang Chuxiong has the answer to this question, he told 36 Krypton, "QQ most understand young people, there are still a large proportion of the population like chasing stars, our data can be seen, Idol's energy is amazing." Huang Chuxiong think he does not know music, but he understands products, "streaming media music is digging the long tail effect, is those not popular artists and songs of value, but this model in the country is still not go through, you see Song Dongno" Miss "is how the fire? ”

One recent example confirms his view that Tylor Swift has announced a break-up with Spotify. While Spotify has returned 70% of its income to musicians, the American pop diva can only get 500,000 dollars a year from Spotify, less than a 20 of the first-week sales of her album.

This is the conflict in the online music industry, "top edge" and "long tail effect" can not be a product concurrently, this is a global problem. Although Apple acquired Dr. Dre's Beats streaming music, but never easily give up the original single and album sales mode, but to strengthen cooperation with the stars, such as Beyonce's exclusive album on itunes and exclusive debut album, Apple new product launch for the Lady Gaga concert, There was also the most recent forced sale of U2 's singles to users.

So Penga Shin is very happy to the QQ music want to do things called "fan economy." QQ Music through the social network of all Tencent department, so that fans minutes in the circle of friends Bright Ming identity, and its own embedded similar to the stars of Baidu Bar tribe.

Copyright is not a burden

User behavior data, let QQ music clung to the giant's thigh. It is also because of the data, even for copyright extravagantly, Tencent does not seem to be a burden. "What we're going to do is not buy the copyright exclusively, let the user use it for free," Penga Shin told 36 Krypton, "We want to be the distributor of these premium music copyrights in China, and good copyright transactions can fully tap the value of artists and music content." Tencent's accumulated user data can help the music industry do a lot of things upstream.

At least Tencent can tell you what kind of music is popular. Tfboys, Zhang Jie, EXO, this is the top three fans index star. Said Zhang Jie, if you believe Sina Weibo, then to the AMA took a strange award of the Alipay spokesperson should be wary of avoiding.

The data can also allow Tencent to navigate the music industry, such as distributing tickets to the business, and pushing a message from your favorite singer's album in Your Hand Q and QQ space stream, or a nearby fan-line activity. Future QQ Music will also open up micro-letter landing, imagination will be a little bit more. Penga Shin said:

We hope to enable users to get the best music experience in a variety of use scenes, hoping that QQ music can become a lifelong friend with the user.

Perhaps not all users are willing to be accompanied by QQ music for life, but the young fans must be gathered here most, some willing to pay some unwilling to pay. Never mind, QQ music is already starting to get ready to push more ads for free users, as Pandora does.

"To find a balance between the user experience and the business, which is what we Tencent is best at," Penga Shin, the vice-president, smiled at the end of the interview. Huang Chuxiong, a product manager, feels that Tencent is best at finding another balance, "the simple needs of most people and the complex needs of a few."