One day you listen to a song, and you may be able to click on it and see the background of the song.

Hedgehog Commune | Yang Yuchen

The WeChat public account is so successful that it not only has many external imitators such as "Toutiao Account" and "Baijia Account", but also other internal businesses of Goose Factory Online users also want to directly copy this model, such as the previously launched “QQ Official Account”.

Now, QQ Music has launched the “Music Account”.

“Listen and discover.” On June 1, a new version of QQ Music was released and the “Music Account” was officially launched.

This is the certification system formed by QQ Music for high-quality content accounts. High-quality content producers such as music critics, editors, and public account authors can apply to become columnists and publish column articles; radio DJs, hosts, musicians, etc. can apply to be radio anchors, upload radio programs, and create live broadcasts.

QQ Music is not the first example of a music APP offering text, pictures and video content, but there is no precedent for using an entire section to present it.

When listening to music, we are always interested in the creation story behind a song. When "Music Account" develops to a certain point, can we see the background of a song by clicking on it? Or is it just like Douban, just building a sentimental community?

Why do you want to be a “music account”?

QQ Music tried to use an article to explain the reason in a literary way in the WeChat official account push of the day - "I have listened to many songs, But I dare not say that I understand music”——

In today’s dazzling world with a huge amount of entertainment and entertainment, it is probably difficult to understand the era of music radio that is missed by countless people. The spread of music, the stories behind the music, and the concerns of the listeners are all completed by the anchors behind Wave Frequency. ...to learn more about music-related stories, not only to have more things to talk about after dinner, but more importantly, to make the excitement and touch brought by music more three-dimensional and smooth. Like the teeth of a key, they fit into the delicate wheels inside the lock.

The day before, on May 31, the Discovery section team also posted in the APP that this revision will return to text, sound and images. It is hoped that music will not only have good and bad sounds, but also more Rich, three-dimensional background story.

So, QQ Music is going to play the emotional card this time? Yes, but not necessarily.

It is in the name of feelings, but in fact it is the layout of content. Official data shows that as of September 2015, QQ Music covers 800 million users, with daily active users exceeding 100 million. However, according to the analysis of the "2016 China Online Music Industry Research Report", QQ Music, which has an absolute advantage in the number of users, failed to maintain its advantages in sharing and social networking.

The launch of the "Music Account" can be seen as a resource exchange between QQ Music and high-quality content producers with its huge number of users.

At present, in addition to the first batch of invited professional music media such as the National Grand Theater Classical Music Channel, Billboard China, Kankan Music, Letong Music, Taolun Music, Jam Music, etc., there are also people who are interested in music. A group or individual with small achievements or pure love.

Columnists and radio anchors can publish their works on the platform in various forms. In return, QQ Music will give them an exclusive certification mark, traffic exposure, and income sharing for the anchors.

How to play "Music Number"?

"You don't know much about Chen Li" "Oops, Sister A sang about the person you can't quit" "Beijing Diao's dream, the city in music"... ...Open the "Discover" section of QQ Music, and you will find such content everywhere.

"Resurrect" abandoned presentation modes such as music magazines, radio stations, and TV programs, and use pictures, texts, audio and video to tell character stories, era imprints, and the latest information. In order to evoke the memories of the older generation and the growing memories of young people, the content and feelings are both played, and the "music number" plays well.

In terms of presentation, the “Music Account” is like a vertical WeChat official account. But unlike it, it gathers all the content together. Users can click on the articles they are interested in based on their preferences. If they feel good after reading it, they can follow the author.

In this way, users do not need to worry about the source of content, nor do they need to jump back and forth between apps in order to view content from different media. In addition, users can also obtain music content of interest based on automatic algorithm recommendations on the discovery page.

Except for QQ Music, how do other similar products create content?

According to the observation of Hedgehog Commune (ID: ciweigongshe), the popular music apps on the market, NetEase Cloud Music, Kugou Music, Xiami Music, and Kuwo Music, all have selected columns in the form of PGC and UGC coexist.

Take NetEase Cloud Music as an example. As a music product focused on discovery and sharing, it launched a UGC music column last year.

However, regardless of NetEase Cloud Music, Xiami Music, or Kugou Music, they all set a column entrance on the homepage or music library, rather than supporting the content of the entire section. QQ Music is determined to create content. It can be seen.

Both NetEase Cloud Music (left) and Xiami Music (right) have column entrances on their homepages

Use content to connect users, and gradually strengthen the stickiness with the platform, and then enter the social network later . QQ Music’s wishful thinking is clever enough.

It remains to be seen how it will develop in the future, but judging from the data currently displayed, the number of reads of the "Music Number" column is far from enough, mostly in the hundreds. The Hedgehog Commune asked around friends, and almost no one knew about the "Music Number". Therefore, the next step of planning and development of the team is particularly important.

But it is worth observing whether the emergence of music vertical content aggregation platforms such as "Music Account" has also inspired video APPs. After all, they have the same pain points as music APPs: low user retention. , there is no loyalty at all.

So, you can take a guess, will the "iQiyi account" or the "Youku account" appear next?