Sweet music: From Game music outsourcing to game 4A Company's turn

Mentions the game music company Sweet Music, outside the circle few people know, but to talk about the recent network hit "The Laughing Pride" micro-film, probably everyone knows, the department of the Micro-film original music from the Sweet music creation team. As early as the 04 sweet music with the game, before and after for "Tianlong eight", "Deer Ding Ji", "Journey to Ol" and other large-scale production of music. Of course, sweet also faces the high intensity work, low income and the bottom of the industry chain in the game music production. However, sweet-Xu Xian but by virtue of years of game interpretation, music creation and understanding of users, the company gradually into the field of game marketing, and sweet to create a blue ocean. The following is Xu Xian Readme. After graduating from the Recording Arts Department of the Beijing Broadcasting Academy, I have worked in TV stations and gaming companies. 2005, because of the optimistic game music, my friends and I founded the game music Studio Sweet Studio. At that time the professional to do game music is relatively few, we are still troupes. Soon after, we will receive a large single-for the game "Tianlong Eight" soundtrack, at that time can receive a list because of a friend's introduction, the second is by virtue of High-quality Demo has been recognized by customers. In addition, I also participated in some television stations of the major documentary soundtrack project. At that time, I was more like a literary youth, purely because of the love of music to support the studio, there is work, no work may go out to play. 2009, I will change the studio for the company, which is to sign the convenience of the contract, on the other hand is the promotion of customers. At present, our business in addition to game music and film and television music, there are games PR marketing planning. In the eyes of everyone, PR company is professional enough, we want to rob this market is not easy. In fact, most PR companies are very understanding of marketing, but do not know the game. Our advantage is that both understand the game, and understand the needs of those players, but also understand music. Therefore, we slowly from the simple production of music to complete the transformation of the game PR. Last year we did 10 million yuan in water. Based on this, I now also consider the formation of sales force to develop the animation industry music, compared to the game, to the development of domestic animation, will be a larger area. Many companies suffer from the bottleneck of developing customers, and we're fine with that. On the one hand, I will use my resources to find customers, and then through the customer's derivative services to get more profits, so there is the opportunity to extend from the lowest end of the value chain upward. In addition, you just serve a good customer, many people will find you through Word-of-mouth. Trouble customer communication difficulties. Game practitioners are not art backgrounds, so when we give advice a, they often feel that B is right, especially for game developers, who focus on the product itself and rarely on the art side. So at this point, you need a lot of patience to guide customers over and over again. The confusion of rapid expansion. The first is the whole industry's cake itself is not big enough in our field, even if the market size of 60% will not show how large-scale, not to say that the industry is still in the price war-orderParagraph。 There are also a number of other companies in the field that want to buy us, but most of them want to be able to expand quickly to go public, or want to increase the line of business to get better valuations, but these have been rejected by me, of course, confused. But in the end, my idea is to do a good job in this industry, not to get a return on capital. All in the increase line of business, I will still steady growth, more is based on the customer's own comprehensive demand points to connect. Branding of the enterprise. This kind of enterprise relies on the talent of the founder, but my thought is not to be cloned, which is the inevitable problem in the Art field. If you want to do a big scale, you need to constantly strengthen the value of the brand, so that more customers to recognize your brand, not only you this person. The low-end of the value chain. Before, I think the Chinese game music will certainly from the extensive stage towards refinement, which also means that I have more opportunities. But it turns out I was wrong, and the mobile game turned this idea upside down, and most of the time it wasn't as sophisticated as the end-trip. In addition, the interest of the hand tour itself is higher than the music effect, so we strive to expand the business horizontally, from the opening up of the game PR began, multi-line carding line of business, to provide customers with more comprehensive integration of services, so as to get rid of the image of the bottom of the value chain.