Guofeng music content ecological Report From Tencent music data research institute

The following is the Guofeng music content ecological Report From Tencent music data research institute recommended by recordtrend.com. And this article belongs to the classification: Online music, research report.

With the popularity of the national tide and the emergence of Han clothes, traditional culture is increasingly sought after by young people. Among them, national style music is widely popular among the audience with an inclusive attitude and the integration of multiple music styles. Recently, Tencent music data research institute under Tencent Music Entertainment Group (TME) released the “national style music content ecological report”, which analyzes the reasons for the popularity of national style music from five aspects: musicality, variety effect, commercial value, user characteristics and cultural particularity.

With the help of the platform, the favor of music fans and the unlimited potential of original new forces, Guofeng music has entered a new stage of high-quality development. The strong cultural self-confidence and cultural consciousness of Guofeng in the field of music are further promoting the innovative expression of Chinese excellent culture.

National style music breaks the circle strongly and highlights the mainstream posture

From Dai Quan’s “Wukong” to seventh uncle’s “stepping on mountains and rivers” popular network, Guofeng music has set off a cultural wave on the Internet with an irresistible trend. With the help of Internet music and short video media, the minority culture in the ancient style circle gradually developed into the mainstream culture, and the national style music rose out of the circle, ushering in new opportunities in both creation and consumption.

Nowadays, Guofeng music is no longer the “enclosure sprouting” of minority culture, and began to seek broader links with more professional content output to expand the influence of Guofeng music. Miman media culture company, founded by Mo mingqimiao, the “big brother” of the ancient wind circle, has become one of the cases in which the initial interest community has been upgraded to a professional brand. The content production of Guofeng music has gradually changed from UGC to PGC. At the same time, the joint capital and platform have increased the number of popular funds of Guofeng music, made the content output more refined, and the market influence and specialization of Guofeng music are increasing day by day.

It is noteworthy that the professional performance makes Guofeng music more deep and textured. Guofeng music works are nourished by traditional culture. This characteristic makes Guofeng music win the recognition of the audience with its poetic aesthetic characteristics. Many national style electronic music with traditional solar terms as the theme, such as “startling insects”, “summer solstice”, “grain in ear”, “frost fall”, which are popular on the Internet, can also be seen that the creators of national style music favor traditional cultural images, mix songs and lyrics, follow the rules of poetry, and are full of warm feelings, whether in the choice of musical instruments or in the composition of words and music. This shows the inheritance and development of Chinese civilization by young national style musicians in the new era, and creates a unique national style scene for the public. At the same time, the original Guofeng music brand began to try to integrate traditional culture with modern pop music. For example, the musician “a little onion” who is good at integrating opera elements. The members of the new Guofeng music brand with the same name are all science students from professional colleges such as China Academy of traditional opera, Central Academy of drama and Central Conservatory of music, Brand original works such as crazy waves, antiques and easy to know are highly recognized by music fans and the industry.

Professional and excellent works continue to emerge, and more mainstream singers have joined the ranks of national style music. Zhou Shen, the singer of the theme song “big fish” of the domestic animation “big fish Begonia”, has been invited continuously in recent years, and the new generation singers such as Yu Kewei and modern brother Liu Yuning will also receive much attention. The trend of national style has poured into the market, and national style musicians have received a wider range of traffic. According to the data of Tencent music’s list, a total of 27 musicians with national style label were listed in 2021, and their works have gradually matured and achieved good results. Seven uncles (ye Zehao), famous for “stepping on the mountain and river”, successively released new works, with a total of 7 new songs on the list, of which “Yan Wuxie” ranked second in the national style music list in 2020.

Behind pop, why is national style music so popular?

Behind the popularity of national style is not only the radiance of Chinese excellent culture, but also the sustenance of Chinese people’s national cultural identity. In recent years, a series of popular programs of traditional culture represented by Tang Palace Banquet and Luoshen water Fu have appeared frequently. With the help of mainstream media and online music platform, the public has seen the infinite charm of national style in the precipitation of a long history.

At the same time, the production and creation in the field of music began to pay attention to the national style, explore the inheritance and expression of traditional culture, and constantly tap the value of national style culture. As a heavyweight music public welfare project focusing on cultural inheritance, Tencent music launched “Chinese rhyme” to lead online and offline music lovers to appreciate the charm of Chinese traditional music and create a music wall breaking journey that revitalizes traditional culture and brings the sound of Chinese rhyme into the hearts of the people.

On the one hand, the Internet music platform provides a platform for Guofeng music creators to display their musical art and literary talents, and strive to create a creative atmosphere of Guofeng music. Tencent music’s QQ music original national style music plan “national style collection” invites national style musicians to join by publishing special projects, gives creative support in the production, distribution and promotion of songs, and jointly launches high-quality national style music. On New Year’s day in 2022, the cool dog Guofeng “New Year’s night” Music Festival, also under Tencent music, joined forces with famous musicians, gathered the power of emerging national style, joined hands with audio monsters, Xiao Yiqing and other national style celebrities. The vivid interpretation of nearly 40 national style songs added unique memory to national style music and created a new communication bridge and interaction platform for national style music fans.

On the other hand, the inclusive nature of national style music is also the reason for its popularity. The report pointed out that Guofeng music originally integrates modern music elements including pop music and traditional cultural elements such as folk music and quyi. Its inclusive music culture shows stronger plasticity when it collides with other categories of music. The integration and innovation of Guofeng music makes Chinese pop music more traditional elements and national characteristics, which not only expands the audience of Guofeng music, but also accelerates the breaking circle of Guofeng music. In the practice of music industry, Guofeng music carries the sense of cultural identity and the mission of cultural communication, and its social, cultural and commercial values are constantly amplified. After breaking the circle, Guofeng music is expected to become the key word of popular culture of the times.

epilogue

Grasp the development context of the music industry and gain insight into the trend of music consumption. Tencent music data research institute is committed to providing authoritative consultation for the music industry. Guofeng music content ecological report accurately analyzes the current development of Guofeng music from a professional perspective, detailed cases and rich data. Recently, Tencent music data Research Institute released “heavy music fans: deserters and pioneers of digital music”, as the first special report of “heavy music fans” in the industry, showing its in-depth thinking and audience care for the music industry. Thanks to the in-depth practice of the music industry and the support of accurate user big data, Tencent music data Research Institute continues to deeply cultivate the observation of China’s music industry, output high-quality industry research and observation content with scientific methods, and increasingly become a think tank in the development and practice of China’s music industry.

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