2020年,在特殊的疫情环境下,中国新发行原创音乐作品数量呈爆发式增长,网络音乐从内容生产到传播都呈现出新的特点。本报告从网络音乐收入、内容生产、音乐人发展和音乐营销传播的角度,系统梳理分析了网络音乐的几个发展趋势。其一,中国网络音乐收入增长强劲;其二,内容生产规模持续扩大;其三,音乐人数量增长,音乐行业进入原创Z世代;其四,短视频成为音乐传播的核心模式;其五,影视、游戏等消费场景借助音乐激发消费者的共鸣。
<<In 2020,under the special epidemic environment,the number of newly released original music works in China has exploded,and online music has shown new characteristics from content production to dissemination. This article systematically analyzes several development trends of online music from the perspectives of online music revenue,content production,musician development,and music marketing communication. The research found that:First,Chinese online music revenue has grown strongly;second,the scale of content production continues to expand;third,the number of musicians has increased,and the music industry has entered the original generation Z;fourth,short videos have become the core mode of music dissemination;fifth,consumption scenarios such as film and television,games,etc. use music to stimulate the resonance of consumers.
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