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爱奇艺猕猴桃音乐节影响力凸显 平台音乐内容表现尤为亮眼

2017-09-15 13:57:02   中国经济网

爱奇艺自制音乐网综《中国有嘻哈》收官之后热度依然不减,截至目前累计播放量已超过30亿,新浪微博相关讨论达2641万,阅读量超68.5亿,成为今夏最火的现象级音乐网综。纵观整个音乐娱乐市场,爱奇艺在今夏暑期档陆续推出的音乐内容项目,且成绩不俗,这与其音乐品牌的最新战略——爱奇艺猕猴桃音乐节计划的推进与落实有着密切关系。猕猴桃音乐节计划的有效落地极大地提升了爱奇艺在音乐娱乐领域的影响力,继而拓宽爱奇艺音乐娱乐生态边界。

猕猴桃音乐节聚焦年轻用户,多重创新造就多款音乐IP成绩斐然

爱奇艺不仅凭借《中国有嘻哈》成功提升音乐网综实力,在头部版权综艺内容上也尽揽风光,大型原创音乐节目《中国新歌声》第二季在爱奇艺全网独播之下获得超过16.3亿播放量,一举成为暑期档播放量最高的卫视综艺,加上即将上线的《梦想的声音》第二季等极具青春质感的内容,让年轻用户耳目一新。

如今,互联网已经成为占据年轻人时间的主要渠道,“猕猴桃音乐节”正是爱奇艺聚焦年轻用户、延展内容版图的重要举措。以往的高品质内容大多围绕传统视听平台特点打造并推广,但年轻用户作为“互联网原住民”有着更为多元化的需求。爱奇艺围绕互联网特点在音乐内容和用户体验上持续创新和发力,满足年轻用户对内容的不同需求,也让自身获得更大的影响力。

爱奇艺以互联网+音乐节模式推出的“猕猴桃音乐节”首次打通线上线下多重体验,包含音乐盛宴、粉丝福利、活动盛宴三大品类矩阵,精耕品类优势,意在打造出泛娱乐时代最强的互动音乐阵地。在音乐体验上,爱奇艺以全新模式颠覆传统音乐演出市场,例如汪峰“岁月”巡回演唱会同步直播中,4K、VR、杜比全景声的全新技术让用户在家中也能如临现场,感受沉浸式、强互动的即时体验。爱奇艺尖叫之夜演唱会所推出的移动端3D180°直播、爱奇艺泡泡圈子等多种互动手段,也让用户享受科技带来的快感。同时暑期推出的“夏日青春漾”主题活动也通过线上福利、线下明星近距离接触等活动,大大加强了用户的参与感与粘性。

头部IP联动打通,实现同类型内容行业区隔

据国际唱片协会(IFPI)发布的《2017全球音乐报告》显示,2016年数字音乐收入首次占到全球录制音乐产业年收入的50%。相关机构则预计,2017年我国音乐产业市场规模将达到3300亿元,其中数字音乐市场规模将达到590亿元,2021年全国数字音乐市场规模预计将达到880亿元。面对如此巨大的市场空间,“猕猴桃音乐节”的成功无疑給爱奇艺的音乐内容发展带来更多信心。

相比传统音乐市场线上和线下割裂、内容IP各自为战的情况,爱奇艺则借助先进科技和平台整体优势,整合明星资源、实现各头部IP的相互联动和渗透。例如“尖叫之夜”北京演唱会,不仅有许魏洲、迪玛希等实力唱将的加盟,爱奇艺自制现象级网综《中国有嘻哈》的人气歌手PG one、Vava、孙八一等也亲临现场加入表演,爱奇艺自制剧《盲侠大律师》以及《河神》的主创也到现场参与互动,如此一来,爱奇艺成功地将音乐、网综、网剧三方头部IP进行打通,产生强大的IP聚合效应,最终使“尖叫之夜”脱颖而出,拥有明显区隔于同类音乐内容的特征,从而形成强大的核心竞争力。

爱奇艺“猕猴桃音乐节”战略打通优质头部IP、整合全平台资源,高效运营不断扩展爱奇艺的音乐娱乐版图,实现用户体验最优的同时,创造出更大的市场价值。


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