According to the "2021 China Music Marketing Development Research Report", the short video platform has become the primary channel whether it is pushing songs or people, and "swiping the screen on the Douyin station" has become the first popular communication success standard in the song publicity period. 2 place. Therefore, musicians and music companies have also begun to tilt their marketing budgets toward short video platforms. Douyin’s launch of a one-stop service platform for publicity and promotion may unlock greater potential in visual marketing.
As a new way to monetize Douyin short videos, Douyin music promotion platform platform can become a talent with a low threshold of 10,000 fans. Through the order-taking system, creating short videos can get traffic red envelope incentives, similar to the "music version of the star map". Through public promotion, it can be seen that "the demand for high-quality music job title email list promotion in the station will be integrated, and the resident talents will complete the submission task as required to obtain substantial income". The essence is to further break the threshold of music dissemination and achieve further decentralization of music marketing. This trend has actually been recognized by industry insiders.
Ji Shengshan, the chief entertainment officer and senior vice president of Kugou Music, mentioned in the sharing that the current music consumption has been upgraded to the consumption of so-called music derivatives. In an era when the fragrance of wine is also afraid of deep alleys, how to achieve fission out of the circle in UGC creation has become the key to music announcement. Through the promotion platform, Douyin’s strategic intention is to mobilize the creative vitality and communication energy of the settled talents, activate more private domain traffic, realize the effective promotion of music works, and continue to create explosive models for the platform.