Because the buffer period specified in the National Copyright Administration's "Notice on Ordering Online Music Service Providers to Stop Distributing Music Works without Subauthorization" has expired, major digital music platforms have recently conducted inspections on songs with unknown copyright on their platforms. Clean up. However, although they also actively support genuine music copyright, different music platforms still have different layouts and measures in response to copyright clearance. Tencent, Ocean and NetEase Cloud Music have all chosen to form a group to share copyright, while Alibaba has Don’t take anyone to “play” with you. These two completely different choices reflect the different attitudes of both parties towards the exclusivity and de-exclusivity of music copyrights, as well as the two different mentality of openness and going it alone behind closed doors. Of course, they are also a game of two different development ideas. QQ and Kugou join forces, while Alibaba works alone behind closed doors. After multiple copyright changes, the copyright structure of the three major domestic Internet music platforms, Tencent, Ocean and Alibaba, has been basically determined this year. Among them, Tencent's QQ Music exclusively represents the content of more than 200 copyright owners such as Warner Music, Sony Music, Jewel Music, and Foremost Music, and owns the copyright of 15 million songs; Ocean Department and Taihe represented by Kugou Music 600 copyright parties at home and abroad, including Maitian, Haidie, Fenghua, and Seed Music, have reached cooperation, and the existing song copyrights have reached 20 million; Alibaba owns the copyrights of Rolling Stone, Huayan, Media Asia, BMG and other companies, and the number of copyrighted songs is currently There are no official statistics, but it should be more than 2.5 million. Comparing the lineup of copyright companies, it can be said that the three major camps have their own characteristics and are difficult to distinguish; from the data point of view, the number of tracks of Kugou of the Ocean series and QQ Music of the Tencent series is far ahead. Under the intensification of the National Copyright Administration's "Operation Sword Net", QQ Music and Kugou Music, which have strong music libraries, instead chose to team up with each other for sub-licensing, while Alibaba, which was relatively weak in terms of quantity, chose to go it alone and even issued a "dual APP era" argument. The result is naturally conceivable. Although the first two have cleaned up some non-copyrighted songs, their overall impact is small because they account for a small proportion of the music library. According to many media reports, Alibaba Music's "Xiami Music and Tiantian Dongting have been greatly affected, and the music library is almost cleared", which can be said to be a serious injury. So why did QQ Music and Kugou Music choose to form a group, but Ali would rather hurt his energy and choose to work alone behind closed doors? In fact, this stems from two different development ideas. Tencent, Haiyang's big layout and Alibaba's small abacus. As early as when they reached cooperation with NetEase Cloud Music, the relevant person in charge of Tencent said that although cooperation with other platforms will cause a certain degree of user loss, they still hope to cooperate with other platforms* ** At the same time, we will standardize the market, form a new ecology, and make the entire market more refined. The implication is that copyright sharing has minimal impact on the platform, and if the product experience is good, there is no need to worry about user loss. This kind of freedom and pleasure of a proud woman undoubtedly stems from the support of Tencent's powerful social product system such as QQ, Space, and WeChat. It also indicates that QQ Music will take the road of socialization as king and experience as the focus in the future - Content is not the ultimate goal that QQ Music is most concerned about, but is just a means of aggregating traffic. Kugou Music, which has 700 million users but does not have strong social product support, dares to choose the path of grouping. It is not only a consideration of user experience, but more importantly, it is also a consideration of the industry ecology. According to the person in charge of Kugou Music, the new trend in the industry should be a win-win situation for users, musicians, and music network companies. As an Internet music platform that connects musicians and the market, it has the obligation to advocate "de-exclusivity, mutual "Authorization" win-win mechanism to jointly establish a healthy online music ecosystem. The mutual authorization model can not only avoid the trouble of users downloading multiple apps and improve the user experience, but also facilitate each musician's works to have more opportunities to be known. This is also a good promotion for the platform, thereby forming a a virtuous ecological cycle. In comparison, Ali Music’s attitude seems a bit egotistical and willful. While embracing the concept of closing down the business and going it alone, the new CEO Song Ke even commented on the "dual APP era", believing that "if you choose one of the two camps, you can basically complete your music listening needs. Although it is a bit troublesome, but The next two apps won’t be a big deal. It’s just to allow everyone to enjoy music services better in the future.” This statement is not only contradictory, but it also sounds like 360 ??was forcing QQ users to choose one.

As an ordinary consumer, will you accept Alibaba’s plan? As a senior user of Xiami, I still find it unacceptable. In the near future, I really have plans to give up on Xiami, which I can’t listen to many songs. When interviewing netizens on this issue, many netizens' first reaction was the same, "If there are many different functions, seven or eight will not be a problem, let alone two. The key is to listen to a song, why do I need to download so many?" A netizen said bluntly: "If you have time to struggle with the issue of sides, why not make the product more unique and don't copy it again and again." In the era of mobile Internet, should music copyright be exclusive? In the era of mobile Internet, should music copyright be exclusive? From the perspective of Internet music platforms, everyone has their own reasons for considering their own interests. But what about from a consumer perspective and an industry perspective? Consumers' APP usage habits in the mobile Internet era are different from those in the PC era. In the PC era, a combination of "browser + search engine" can conquer the world, but in the mobile Internet era, an APP is almost equivalent to an ecosystem. Exit a music APP and then switch to another one. The time, habit and social cost of going to another APP are too high. What users long for is often to “stop everything” and conquer the world. The practice of asking users to do “multiple choice questions” is both hypocritical and unwise. There is nothing wrong with having your own development ideas, but in the era of open mobile Internet, when the music industry has entered the stage of legitimate development, we are committed to breaking the barriers between platforms, embracing copyright cooperation with an open attitude, and giving users more choices. Power is the general trend. Optimization and innovation of product experience must ultimately return to the origin of user needs. If an innovation is based on users' tolerance of various inconveniences, it is a departure from the original intention of improving product user experience and is also a departure from the open spirit of the mobile Internet. Deviation, no matter how beautiful the promise is, will undoubtedly make people suspicious.