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中国音乐产业迎来真正的大数据时代

2019-1-10 11:28| 发布者: steven| 查看: 2395| 评论: 222

——Billboard中国联合尼尔森网联发布中国音乐排行榜


对于一个124岁的音乐品牌,今天的音乐人们都像它的孩子一样。如李宗盛1993年的《希望》所唱,

“她们是我的希望 让我有继续的力量,

她们是未来的希望 所有的孩子都一样。”

圣诞老人给孩子们带来了礼物,Billboard也给中国的音乐人们带来了惊喜。2019年,Billboard带着中国社交音乐榜来到中国。同时,在尼尔森网联的音乐大数据和算法支持下,一个全新的跨场景和维度的公告牌音乐单曲榜也将在中国启动。


中国公告牌音乐榜单发布会


随着中国音乐版权政策的向好,移动消费的升级,中国的音乐产业自2015年以来已经连续三年获得了整体增长,尤其在音乐演出、数字音乐与音乐综艺等领域,更是每年高达两位数百分比的增长。相对而言,音乐作为行业的发展状况却呈现出冰火两重天的景象。一方面数字音乐流媒体的高幅度增长,音乐版税收益整体提升,音乐综艺持续火爆,头部艺人的粉丝团开始专业化运营;另一方面大量音乐人仍在为生存努力,作品宣推乏力,演出票房惨淡等等。一方面是行业的发展空间,一方面正是行业痛点。Billboard自2016年正式进入中国市场以来,面临的最大的痛点和挑战来自音乐大数据的普遍缺失与获取困难,这也是中国音乐产业的困境。


根据中国传媒大学音乐与录音学院发布的《2018中国音乐产业发展报告》,数字音乐的整体用户在2017年达到了5.23亿人,付费用户约4%,音乐的流媒体播放总量超过了6000亿次,而到2018年12月腾讯音乐集团上市时,其所有音乐平台用户总量已经超过8亿,可预期的播放量增长将是惊人的。这正是全世界将中国作为音乐市场的下一个金矿的原因。然而,当我们进一步探究在各大平台上高达4000万首曲库中,歌曲的播放、分享、转发等数据时,我们却进入了几近真空地带。数据缺失无疑会带给行业大量的资源浪费与无效投入,没有大数据支持的行业,就像没有导航的飞船,难免迷失彷徨。


经过两年的努力,Billboard中国与行业核心的资源方、技术方与渠道方达成了基本共识,终于在2019年,通过联合中国最领先的大数据机构之一尼尔森网联,与音乐传播、消费的各大渠道和场景进行深度合作,本着客观、中立、开放的原则,建立了首个跨维度与场景的中国音乐大数据合作网络,正式发布Billboard中国社交音乐榜。与此同时,尼尔森网联参照了全球大数据音乐榜单的经验后,将协同推出一个全新维度和算法的中国公告牌音乐单曲榜。此外,Billboard中国还将联合包括社交、短视频、流媒体、电台、现场演出、综艺、移动智能终端、车载娱乐、人工智能等战略合作伙伴,打造音乐渠道和场景的认证体系,为更多优秀的音乐推广渠道发展和壮大提供内容、品牌、商业与大数据等全方位支持。


社交音乐榜启动仪式


在音乐大数据支持下,客观中立的音乐排行榜在过去的一个世纪里,对欧美音乐市场的发展起到了关键和基础的作用,也营造了良好的音乐投资与消费环境,可以说,音乐作品和音乐人的价值体系的建立与音乐排行榜的良性发展有着天然而紧密的联系。


新浪微博助力社交音乐榜打通音乐大数据接口


此次发布的中国社交音乐榜通过与新浪微博的紧密合作,打通音乐大数据接口,同时采纳主要音视频流媒体平台中的转发、评论、点赞、收藏这些与社交关系有关的数据维度,由尼尔森网联支持核心算法,旨在尽可能全面评估音乐作品的社交热度。中国社交音乐榜将在Billboard中国官网、微博平台每日汇总当日前100名的数据表现,每周在Billboard全球官网、中国官网以及微博平台正式发布前100首歌曲的排行。同时结合Billboard中国的音乐推广渠道认证体系,培养和采信越来越多的音乐社交帐号,持续追踪和积累音乐作品的社交数据。


中国公告牌音乐单曲榜启动仪式


公告牌音乐单曲榜是尼尔森网联音乐大数据的一次全新力作,将覆盖全国超过120个音乐电台调频,主流音视频流媒体平台、短视频传播平台、数字音乐销售与打赏平台,线下音乐演出场所,音乐节、移动智能终端播放场景等维度的音乐录音作品、演出作品、节目作品的音视频播放频次、付费数量、演出触达流量等数据,榜单将以周为单位汇总发布,通过算法来综合评判音乐单曲作品的影响力。这也是全球首个线上与线下,电波与数字平台融合打通的大数据音乐榜单,也是未来音乐跨场景传播和终端智能化技术背景下必然的趋势。


认证音乐推广传播“千人计划”


在音乐大数据的背景下,Billboard中国与尼尔森网联在中国联合推出认证音乐渠道的体系,在多种音乐传播场景中,与音乐推广机构、品味达人、传播媒介共同建立一个融媒体多渠道的音乐小数据合作网络,向所有音乐人和作品开放,冰给予数据回馈支持,让收益模式更有依据,让音乐传播充满更多可能,让优秀的作品能够更容易绽放光芒。期望籍此发轫,Billboard中国可以营造更好的音乐创作和宣发环境,不断完善音乐的跨场景传播,助力产业进步与升级。

建立融媒体多渠道的音乐小数据合作网络


124年对人类历史而言只是片刻时光,却是音乐产业化的全部见证。如果比喻音乐是人类想象与创造力的航程,我们做的,是持续记录航程的美好时光。为了这一美好目标,我们期待更多的合作,“让真心的话和开心的泪,在你我的心里流动”。


*登陆Billboard中国官网或关注公众号“Billboard公告牌”即可查看最新的中国社交音乐榜以及中国公告牌音乐单曲榜


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