This article is about music vertical accounts, and only analyzes the path of amateurs - Internet celebrities - singers and songwriters - singers (artists). Music accounts and some music critics, vocal teachers, and music sharing are not included in this type of discussion.
The article will determine the unique differentiated positioning, the dimension of video content conception, and matters needing attention based on the market environment, competing products, and its own advantages (resources).
1. Environmental analysis
1. Upstream
The upstream of songs consists of songwriters, music copyright management companies, and music copyright collective management organizations. These generally It owns the copyright of the song and is also the organization that collects the copyright. Music production companies and record companies are organizations that produce and promote records.
After ten years of market downturn, many singer-songwriters have emerged in 2018. Singers composed of those born in the 1990s and 2000s, among whom are some free singers such as Hua Zhou and Lao Fan next door. singer. The music style is mainly folk and pop. Most of the songs have catchy melodies, telling the stories of ordinary people such as growth, love, and loneliness. Of course, they can easily arouse the public's excitement.
2. Midstream
Music communicators, mainly Douyin, NetEase Cloud Music, and QQ Music, not only disseminate music, but also charge for music songs. Among them, Tencent Music was successfully listed at the end of 2018. Music karaoke and music games such as Singba, National Karaoke, and Yinqu are combined.
3. Downstream
Music performances, music peripheral products. Various music festivals are popping up. Such as Ant, Strawberry, and many cities have never had a music festival, and music performances, as an important store promotion activity, have a very low market share.
All in all, the supply and demand for music are surging. The market is in urgent need of good music, and independent musicians born after 1995 are also rising.
2. Competitive product analysis
Douyin divides music categories into four categories: song singing, musical instrument playing, music teaching, and other categories.
1. Song singing
With "Little Overlord", "Brother M", "Yadandan Change Your Mood and Be Yourself", "Shen Chong Chong", "Modern Sky", etc. Showing your true self for the Lord while singing the latest pop songs. These top traffic leaders often live broadcast, broadcast live broadcasts, and exchange fan resources.
2. Instrumental performance
3. Music teaching
4. Other music
3. Personal positioning
As an MCN organization, it is necessary to create a population matrix
1) Age stratification-post-60s-post-70s, post-80s-post-90s, post-00s.
2) Music categories are stratified—jazz, pop, rapper, ethnic, and folk.
Define the tag. With multiple tags, the initial recommendation will increase several channel users. Such as: music, fitness, good-looking talent, comedy, dance, two-dimensional, couple CP.
4. Content Strategy
1. There is a fixed line - Hello, I am so calm, today is another very calm day.
2. Foreign music-turned into funny Chinese singing-Three pieces of wood
3. Thoughts on life-Sister Cake
4. Ancient Chinese style-Aohan Students
5. Combine online and offline activities.
6. The most important thing is to write good jokes! The jokes are the essence! Refer to Wang Laoliu (talk show + joke + rapper)
7. Questions that fans leave messages of concern - funny answers
5. Things to note
1. In-depth content must have a sense of participation, complaint and interaction.
2. Update frequency and release time, 3 videos per week, released at 11:30 on working days; released at 18-20:00 on non-working days.
4. Scene writing, 5W2H.
1) Who? By whom?
2) What: What is it? What to sing? What to perform? What kind of work do you do?
3. Where: Where? Where to film?
4. When: When? When to do it? When is the best time? Follow the hot spots, or create your own?
4. Why: Why is this scene needed? Are there any alternatives?
5. How: How to do it? How to implement? What is the method?