First of all, I think this has something to do with NetEase’s post culture

The understanding of music and social interaction allows NetEase Cloud Music to position itself as a music community rather than Just the player. In the process of community formation, playlists and music reviews play an extremely important role. Different from the traditional classification method by album or artist, NetEase Cloud Music mainly promotes user-created playlists classified by scenes or emotions. Playlist creators realize their desire to express themselves through music by creating playlists. Other users discover music that matches a certain scene or a certain mood through the playlist, and leave their own stories in the comment area. The rich playlist and high-quality comments have created a good community atmosphere and attracted a large number of young people who have the need to share and express themselves. 50% of NetEase Cloud Music users have developed the habit of reading reviews while listening to songs, whereas previously only 5% of users had a need for music reviews. Unique content helps Cloud Music differentiate itself from competing products, allowing it to quickly grow into the largest music review community in China.

In order to attract new users and increase user activity, NetEase Cloud Music launched a content promotion campaign that lasted a whole year around the playlist. From 5,000 playlists with excellent data performance, the staff manually selected multiple high-quality playlists with clear themes and excellent comments, and spread them through social platforms such as Weibo and WeChat.

The key to the success of NetEase Cloud Music is that the brand always focuses on content and users. By providing target users with content they are interested in, it arouses users' emotional resonance, making them willing to actively download and imitate the original users, creating equally valuable content, and naturally introducing off-site traffic into the site.

NetEase Cloud Music is not targeting the fan effect, but the power of music and user-generated content. High-quality content makes passengers interested in the NetEase Cloud Music community itself, rather than being driven by celebrities who may switch to other platforms at any time. Most passengers don't care about what works these idols have launched. It is difficult for celebrity trains to truly break through the fan circle, but they will be hit by familiar scenes and emotions, thus developing a strong interest in the brand.

The playlist is not only a product that allows users to discover, collect, share and manage music, but also a unique content that carries users’ music tastes and emotions. NetEase Cloud Music continues to guide users to express and share emotions through content, and then uses these content full of humanistic expressions to establish connections with potential users, allowing the music community to continue to grow and develop.