There is a perfect interpretation of the music to the human feeling, "through the Bone Touch You"

Five road crossing to the West 500 meters, NetEase mansion. In the first floor of the Ricci Café, we saw a casual attire of Wang Lei, elegant and shoulder long hair cut short, during the conversation he occasionally hair back, a bit of a music playing the rock fan son.

As the senior director of NetEase Music, he is now responsible for the integration of NetEase music channel and NetEase cloud music development. The former is a very mature inside NetEase portal music channel, Wang Lei does not need to worry too much. Now he focused on NetEase cloud music, the music streaming media products carrying NetEase "from music into mobile social, to create mobile music community" concept.

Turn Wang Lei's resume, once the music critics, reporters, and then the concert planners, record planner, and now NetEase cloud music behind the project director, the title is different, but the music is always a longitudinal line. As he talked about the important musicians and their works in the history of the Chinese pop music he had contacted, it was like opening a yellowed music book. He chatted about Tam's major in recording one Take, talk about Luo the first album "Archaisms" is how to use rock and roll leather campus folk song Life, chatted about the warm vicissitudes of life experience into the "stability of happiness", chatting up senior Hackberry in 2003, the release of "Born Like Summer Flower" album Dormant confused 10, The demo of the new song sent to him ... No wonder, said China, "Wang Lei is a somewhat scary walking dictionary of pop music." ”

However, to do mobile music client, may not have so many poetic dwelling. QQ music, DOM, shrimp, every day beautiful and other competitors to enter the market, NetEase Cloud music Catch a late set. Up to now, NetEase Cloud Music officially on the line 11 months, the cumulative number of users exceeded 20 million, cumulative total users online for up to 6 billion hours.

So, this stage with exquisite "song single" and "DJ program" different from other similar products of mobile music applications, the main function of the origin of what? What is the leader's view of the big environment in the Mobile music field? What kind of consistent humanistic philosophy is behind it?

"As whenever, I and Ding lei have a very deep radio plot."

The birth of NetEase cloud music goes back to the 2012 Spring Festival. When Ding lei in the United States vacation, want to listen to music on the mobile phone but can not find, and Wang Lei chatted about this matter, two people to mobile music demand growth is quite optimistic, hit-"Otherwise, make a mobile music App bar." Wang Lei drove out a 66-page plan for a couple of nights in a row and started developing with the team in August of that year.

NetEase Cloud Music IOS beta version on the January 24, 2013 night low-key on-line, at that time already had "DJ program" + "song single" + "social" three major elements of the embryonic; three months later on April 23, Ding lei with fast iterative IOS V1.3 and Android V1.2, a high-profile conference in Beijing, announced that NetEase officially entered the field of digital music, and said "mobile, cloud services, socialization" will be the digital music era of the three major features.

"The DJ program was integrated because I was 70 with Ding Lei, there is a very deep radio plot," Wang Lei nostalgic about the 90 's college years, when the music information is far from developed, he used to radio to tune Taiwan "in the popular Network" radio program, listening to Shen Shihua's "Golden Channel", Chang " Xiao Yan has a covenant and so on, a kind of standing in the forefront of the pop music satisfaction. Sophomore to Big Four, he also ran to Beijing Music radio for two years to do part-time editor, with the well-known radio anchor Zheng behind, learning to do a DJ's literacy.

NetEase cloud Music in last September to "DJ program" made a big revision, in the recommended channel flagship star and large DJ program, in the theme channel is divided into 10 kinds of topics by content. At first, Wang Lei also worried about the rich nostalgic tone will not let NetEase Cloud Music DJ column appears old, but with later generation, the young DJ joined, now entered the signing of the 400 DJ in Wang Lei seems "age structure is not old", the weekly DJ show more than 1000th period. Thanks to the talent show song new songs, such as Wang Dong, linhai these professional DJ open the recommended songs, listening rate is also good, the first listening rate of 5000 people, now 1 program can reach 50,000 simultaneous listening, the highest 100,000 also have.

"As for the song list, the reason to highlight its position, around it to do music discovery and sharing, because before I studied a lot of similar products at home and abroad, found that the domestic around people, singles, albums do a lot of music retrieval, but the foreign very good Spotify model in China has not been done. "At present, the user has created 32 million songs alone, and about 60% of the users have found music through song ready-made."

In Wang Lei's view, the song and the human form is the intersection of the latitude and longitude, through UGC can naturally transition to social. But it is also said that the song is two times, the homogeneity of the degree is too high, not suitable for social. That's probably one of the reasons why Wang Lei said they weren't doing so well in "social". Now NetEase Cloud Music in the social more rely on the legendary song creators as well as popular DJ, star to drive, some users come in just listen to music, viscous very large, but the willingness to socialize is not so strong. Wang Lei next intends to provide users with the information under the LBS offline activities, perhaps the plan to online activities to promote online social?

"Prepare for 3 years of not making money."

The industry to the low demand for solo music consumption, unclear business model complained, Wang Lei also know that, in the chat to the high cost of copyright, he will be slightly excited to say "your media analysis to analyze, do not see the essence." Wang Lei, the lack of domestic support for genuine music pay policy environment, a few major internet music service providers in the copyright purchase extravagantly-two-phase linkage, so that the music sector start-up companies difficult to do.

On the policy side, it was said that the Ministry of Culture would launch a unified standard for digital music fees in 2013, with Baidu, Tencent, NetEase, shrimp, dom, cool dog, coolness, and 8 major online music service providers follow up every day. But the matter was later dismissed, the Ministry of Culture did not have the impetus to advance, network companies are not at one end. "There are about 10 billion plates in the music market, and if you fight piracy and pay the model, the market may expand to at least 100 billion or more," said Wang Lei, "but this part of the increase is too small for policymakers compared to money-fast projects like real estate." ”

In the copyright purchase, Wang Lei and other people in the industry view, but also feel that large companies are prone to hundreds of millions of years of music copyright expenses abnormally high, impetuous. "This is similar to the beginning of 2011, when the video-field cool 6, Tencent and other companies began to buy high prices for popular TV programs, but now you look at the financial situation is a good life?" "NetEase also spends tens of millions of a year on music royalties," said Wang Lei. "In fact, I think, about 10 million of the annual copyright expenses to return to the rational standard, you can let the company survive, but also to the music creators reasonable feedback." Another 1-2 years, royalties may be back to rational. ”

NetEase Cloud Music formally before the project, Wang Lei and Ding Lei said: "Do not make money 3 years of preparation." Last September, Wang Lei said he hadn't started thinking about how to make money, but in the long run, digital music fees were inevitable. NetEase Cloud Music has not yet to do charges, no pay to download to the local, there is no online "Rhythm Master" and other games, no show field, no advertising spots on the radio, the average 30-minute DJ program only DJ's voice and 5~7 song of the intertwined.

"There's a lot of sparkle in the Chinese music scene.

Ask Wang Lei, do not make money, so desperately to do this for what. He answers, as if there is a sense of social responsibility, want to do music popularization. "There's a lot of sparkle in the Chinese music scene, Luo's" archaisms ", Huang Shu" Yan du han ", Huang" Autumn 1944 ", Cui Jian's" New Long March Road Rock ", which has the social, humanities, history, land thinking," Wang Lei said: "The media to the entertainment of music, The school's music education also did not do their job, our people's understanding of the music of the low let a person ashamed. ”

Wang Lei mentioned that at the opening ceremony of the 2012 London Olympic Games, Paul McCartney of the Beatles band appeared to sing the band's 1968 single "Hey Jude", which made the Chinese people inexplicably cheer: "Wow, China singer Stefanie Sun so cow, the songs are all over the country!" "See us laugh Huan, Wang Lei slightly dignified said:" See this phenomenon, I do not feel ridiculous, I feel sad. ”

Even for the operations team, Wang Lei also wants team members to have a certain degree of musical literacy and historical humanistic sense. NetEase Cloud Music Team currently has more than 30 technology, and (plus he) 8 operations, of which editor-in-chief was working in music Radio, three people from the music Yue Taiwan, and one person has been in the home radio for several years to do music editing.

Single on the "personalized recommendation" This function, he will be on the NetEase cloud music operations team stressed that 70~80% rely on algorithms, 20~30% to rely on artificial selection, editing. "For example, I listened to Teresa Teng's song, then you recommend to me when can not all recommend her songs, can recommend Tracy song Ah, or foreign Barbara Streisand's." ”

Conclusion

In the Mobile music field, NetEase cloud music is late, but Wang Lei previously said, "latecomers, not necessarily losers." To make a probably inappropriate analogy, I think netease cloud music is somewhat similar to the music field of the public comments. If the product is unique, it may depend on not only a 500多万首 music works of the music, but the platform behind the group of people who love music, with their own past experience in the Chinese music circle, pull the excellent DJ and star, and then attracted to the music of all the pursuit of quality users. Functions can be replicated, but temperament is difficult. If you want to mention the possible form of commercialization, now the foreign pay download gradually decline, on-demand subscription rise, which may be the domestic music App Reference Model.

Back to music, in the interview process, Wang Lei mentioned the university often read a magazine "Music Heaven", he said there is a perfect interpretation of the music to people's feelings, that sentence is-"through the bone touch you."

Several dialogues

36 Krypton: Now the music industry's entrepreneurship, some from the ticketing field, some make music recommendations, such as through the recognition of facial expressions to judge the mood and recommend music, in your opinion, entrepreneurs can try to cut from what areas?

Wang Lei: I am not very optimistic about the kind of music recommended by you, such as I often have no expression, then how do you know whether I am happy or not happy. There are four areas I think can be tried.

First, do local performance ticketing. So you can circumvent the high cost of copyright payments. The mainland ticketing market is still very large, entrepreneur ambition not too big, put in 3000~5000 million, expect to capture 200 million users, that is bat that big company to do; you put in a 300~500 million, the service of a region of 500,000 users, around this part of the people to do online performance ticketing, selling peripheral products, Play live, success is possible, do a two or three years can have a 2~3 times of income, not very good.

Second, do Radio FM, this model is relatively mature.

Third, do scene music service provider, can be "quilt music" that kind of personal consumer, can also be to the B-side business. Now some restaurants, cafes Ah, music taste is to be cultivated, this is to do the scene music service provider's opportunity.

Four, do dialect music, you go to the place to dig those who sing in dialect excellent musicians,

36 Krypton: Who do you admire now in the Chinese music scene?

Wang Lei: Huang, Huang Shu, Sheng, early Luo, Dou, and Park tree, are all I particularly appreciate, they can be counted as a rare Chinese music talent, creative talent born outstanding. This is the same as I also appreciate the Cui Jian, ke, Xu, Li Jian this kind of diligent musicians are not the same, such as the masses of people know Xu time, is in his struggle after 15 years. Wang Lei once said Dou: Dou The most strained voice of his youth in the "Black Panther" period; Hackberry: If you peel off the NEW BOY fashion coat, unscramble the beautiful story of "Birch Forest", decipher "those flowers" sentimental sentiment, We should be able to see the inner world of the park tree: the inability to avoid confusion and the anguish of liberation. ）

PostScript: April 3, Wang Lei will participate as a participant in the 36 krypton and the sound of the impact of the city of the "WISE Talk" roundtable discussion. Wang Lei hopes that we can discuss the n possibility of "technology changing music" together.

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