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仙侠剧带火古风音乐 酷狗5sing为音乐分众市场提供新思路

2017-09-05 12:00:45   中国经济网

从《花千骨》到《三生三世十里桃花》,以及之前的《古剑奇谭》、《仙剑》、《轩辕剑》等仙侠类影视作品在近年来接连成为爆款,成为古偶题材的最大赢家。

同时,观众发现在每一部成功的仙侠剧背后,必定会带火一首古风音乐。在酷狗音乐各大排行榜单上《花千骨》的插曲《年轮》,《三生三世》的片尾曲《繁华》等古风音乐都曾长期占据榜单榜首,古风音乐聚集地5sing平台也掀起一轮轮的创作风,古风音乐已成为时下仙侠剧的创作标配。

自造古风音乐新风口

古风音乐是伴随网络游戏的火爆,特别是2003年首次面世的《剑侠情缘》系列,引发了网友的创作热潮。古风善用古人诗词,推广范围起初也只在网络上发展自己的圈子。但近年来随着仙侠影视剧的大火,古风音乐走进了大众的视野。

除了大家所熟知的游戏和影视是古风音乐的输出口,5sing原创音乐基地一直都是国内古风音乐沉淀的重要音乐平台。

5sing在2004年上线,是当时主打网友原创音乐的一批独立网站之一,而古风从一开始就在5sing的原创分类中占据一席之地,这也让5sing成了古风粉丝的“垂直聚集地”。除了汐音社外,5sing目前还有河图、小曲儿、慕寒、人衣大人、WK、吾恩等圈内知名音乐人。

5sing曾多次为国内知名古风乐团“汐音社”实现众筹项目,“汐音社”乐团的古风朗诵音乐会《觅得浮生半日闲》在前期并未多做预热和宣传的情况下,音乐会门票预售一经开放便被乐迷抢购,仅仅十分钟,售出门票总额就超过了12万元,而580元的最高价位门票更是一小时售罄,还不断有粉丝在留言区求票。古风音乐给人的感受是古典雅致,而5sing众筹则带有新时代的科技“气质”,古典与现代的结合,竟碰撞出了不一样的精彩。

汐音社入驻5 SING有4年时间,人气值近4亿,粉丝超5万人。作为这个平台上最知名的音乐社团之一,汐音社发起的原创专辑和演出众筹都获得不俗的成绩。

为音乐分众市场提供新思路

随着音乐数字化以及互联网和移动互联网的发展,在音乐的数字化制作和流通成本大大降低,原创音乐的商业价值得以浮出水面,原来非主流的歌手和音乐也有了广阔的销售通道,从而使得边际利润逐渐提高,大大扩展了音乐市场。这就意味着独立音乐人同主流歌手一样可以拥有在音乐平台等多个渠道进行刷屏、积粉、变现的机会和能力。

当前音乐“发烧友”群体内部(特别是在接受新生事物较快的青少年身上)已经呈现了更多的分众化趋势:古风、嘻哈、民谣等各类音乐音乐分支,都拥有自己的讨论群组、平台、粉丝、资源分享等虚拟阵地。

虽然分众音乐渐成趋势,原创音乐受版权保护也在朝着利好发展,但独立音乐人若单纯靠才华,难免有些捉襟见肘,如果依托平台的力量就能事半功倍。酷狗音乐、酷狗直播、5sing原创音乐基地多年来一直致力于推进国内音乐分众发展,通过发挥强大的平台力量,为原创音乐人争取更多优质的音乐资源,让音乐人通过粉丝经济、专辑售卖、自制节目、020商演等产业链合作得到全方位推广。

同时,移动互联网时代培养的粉丝,也已不再满足用播放器听歌的简单需求。酷狗结合影视、综艺等市场热度,邀请董贞、毛不易等众多原创音乐人入驻平台,打造出“星粉”互动的新局面,助力音乐分众市场的加速形成,为低迷的华语乐坛注入新鲜血液。


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