基于独立音乐人视角的在线音乐平台全产业链合作趋势研究

Research on the whole industry chain cooperation trend of online music platform based on the perspective of independent musicians

当前中国独立音乐人的社会关注度与影响力不断提升,国内的在线音乐平台则面临着品牌形象优化、盈利模式升级、资源优化整合等各方面的压力,因而积极探索平台与独立音乐人的合作模式。本文着眼于QQ音乐、网易云音乐、虾米音乐、豆瓣音乐四大音乐平台对独立音乐人合作模式的实践性探索,归纳了其在作品变现、资源引入、发行推广等方面的尝试。同时,通过总结双方全产业链式的合作趋势,以期对当下中国独立音乐人的自我定位、发展规划提供借鉴,对国内数字音乐产业的模式创新提供参考。

Facing the influence of the current China independent music rising, and the construction of brand image, competition for the market and other aspects of pressure, online music platform such as QQ music, Net Ease Cloud music, Xiami music and Douban music, are exploring patterns of collaboration with independent musicians. This paper focuses on the exploration and practice of main online music platform for independent music cooperation mode, summed up its sales model, resources introduction, promotion and other aspects of the issue, aims to provide reference for the development of independent musicians and the innovation of digital music industry.