February 4, shrimp editorial department pushed the last issue of the daily push song list, to the users to say goodbye. February 5, shrimp music App has been unable to play songs, the page only shows the "stop service announcements and asset handling" "refund application" and other related content. The content of the app is not available.

At the end of November last year, there was news that shrimp music will be shut down. Microblogging authentication as "NOVA Entertainment manager, former Warner Music / Universal Music China marketing director" netizen "@ Xiang Zheng" blog said: "rumors of the jianghu, shrimp music closed in January next year, an era to end? The time is coming to an end?"

Subsequently, the fruit shell account "@ fruit shell zoom light" tweeted: "shrimp music executives are currently meeting in Beijing, go back to perform some personnel changes. Shrimp music is likely to be disbanded."

In this regard, Shrimp official just responded "no comment".

The shutdown of Shrimp is affecting the nerves of countless fans, who are puzzled, angry, and reluctant to ...... The accumulated emotions are waiting to explode.

At the beginning of this year, the topic # shrimp music shut down on February 5 # on the hot search, reading volume of 450 million.

Shrimp users flocked to shrimp official microblogging comment area, some people angrily denounced Ali has no entertainment genes, and more people are deplorable and reluctant to give up, "Shrimp is quite good, but a pity," "I really think that Shrimp is the best App".

Once unlimited scenery, head halo shrimp, why fall to this? After the closure of the user and what to do? Is the "copyright issue" criticized by users the last straw that killed Shrimp?

Shrimp, which has been praised by users for its "high quality" and "understanding of music," seems to have had a rough couple of years.

According to interface data, from May 2019 to April 2020, the average number of monthly active people of shrimp music is 11.9 million people, and the average market share is only about 1.8%.

Fastdata Extreme Numbers reported that in October last year, QQ Music and Kugou Music's monthly activity numbers were 2012.2 million and 187.69 million respectively, while Shrimp Mi was 22.36 million, being left far behind the former two.

In September 2018, shrimp music was exposed to a large-scale downgrade of Sony, Warner, Jay Chou song library, users wailed, shrimp also began to go downhill.

21 net tunes gentleman initiated by the "you usually use which music App listening to songs" poll results also show that 48% of the netizens in the QQ music listening to songs, 31% of the netizens in the netease cloud, while the number of people using shrimp listening to songs accounted for less than 1%.

However, even if the fans and how much "touting", without the support of Ali, shrimp shut down is also sooner or later.

The second return of the shrimp founder Wang Hao once again left, shrimp top management frequent transfer, layoffs and storms.

In 2019, the industry rumors "shrimp music and netease cloud music merger" "netease cloud music acquisition shrimp rice" and other news. in September, ali and yunfeng fund invested about $700 million in netease cloud music, shrimp rice music "abandoned son" identity is almost a foregone conclusion.

In August of the following year, Ali's 88VIP in the music service to the user shrimp music and NetEase cloud two choose one. Notably, this was the first time a product outside of Ali's system entered the 88VIP system.

With the announcement of the shutdown, Shrimp Music has only one month left for users to "move".

The announcement released by Shrimp showed that "at 0:00 on February 5, 2021: stop listening to, downloading, commenting on, and consuming all music content, stop exporting or downloading personal data, and only retain the account asset processing, and musician embodying services on the web side."

After the announcement, QQ Music, NetEase Cloud, Cool Dog also quickly launched the "shrimp songs a key to move" function, and chose to "send members" as a way to attract shrimp users.

"Moving" time is not much, shrimp users are also entangled in the end which music App better. In the Douban group, there are a lot of netizens posting advice "if off, with what to listen to songs better ah?" "Netease cloud and QQ music two choose one, where to go?"

On the same day that Shrimp Music announced its closure, 21.com released a survey asking, "After Shrimp Music closes, which app will you use to listen to songs?" The data showed that QQ music and NetEase cloud is still the choice of most shrimp users, 45% of the netizens to QQ music, 37% of the netizens choose NetEase cloud.

Why are these two music Apps more favored by netizens? Some people said that the biggest reason for choosing QQ music is that it has enough copyrights. The netizens who chose NetEase cloud said that "the migration of shrimp song list to NetEase cloud is a relatively high degree of overlap".

At the same time, there are shrimp users to find alternative software in addition to the mainstream music App, and in the process of "moving", some people found that NetEase Cloud's one-click import function more than a bug.

Interestingly, at the time of the shrimp shutdown, NetEase Cloud, Kugou music platforms are openly torn. NetEase cloud music official micro article accusing kugu music plagiarism "listen together" and "cloud shell push song" function, and detailed comparison page screenshots, said kugu music set up "Shanzhai Office" has been will be The new NetEase cloud music function of cool dogization.

The fierce competition in the online music industry is the norm.

Because of the lack of copyright songs, shrimp a large number of users fled to Tencent and NetEase. But in the eyes of many users, Shrimp has done a pretty good job with niche music.

21 net tunes gentleman learned that, although from the overall copyright point of view, shrimp rice has the amount of music resources is not much, but shrimp rice focus on the characteristics of classic and niche music.

So how much does the lack of copyright affect users? What exactly does a music app rely on to retain users?

The survey released by 21.com shows that nearly half of the netizens said that "more copyright" is the main factor for them to stick to a certain music app. More than 20% of netizens believe that "habit, lazy to change the new music software". In addition, some netizens believe that the system recommendation algorithm meets their personal tastes, and the sentiment that the app accompanies them as they grow up is the reason why they don't want to leave.

Even with the support of sentiment and community culture, the impact of the lack of music copyright on Shrimp is still huge.

In 2019, shrimp rice off the shelves, including Eason Chan, Taylor Swift and other people, including the copyright of Universal Music, which also means that shrimp rice completely abandoned the three major record copyrights that account for nearly 90% of the global music library.

Mainstream copyright is not renewed, independent musicians have migrated to NetEase, Tencent and other platforms, shrimp users are faced with the dilemma of "no songs to listen to".

The same problem exists with NetEase Cloud. Some netizens say that the copyright of the NetEase cloud is less and less every day.

So, does the "copyright issue" affect users' ability to use the app?

In response to the issue of decreasing copyright for music apps, 21.com released a poll on February 1: When using a music app and finding out that the song you want to listen to is not copyrighted, what will you do?

About 20% of netizens said that if the song they want to listen to in the music app has no copyright, they will choose to uninstall it and replace it with a copyrighted app; nearly half of the netizens are not afraid of the tediousness, and will choose to download a few more apps to use; and of course, more than 20% of the netizens said that if there is no copyright in the app, they will probably not listen to the song in the future.

In order to listen to songs and download multiple music App obviously become the choice of most people, but this does not mean that users are happy to use multiple Apps at the same time.

Comprehensively, even though the fans crowded, shrimp shut down the decline is still inevitable. Abandoned by enterprises, out in the copyright price war, users flee ...... Who is the last straw that crushed shrimp rice has no way to know, but when the avalanche, no piece of snowflake is innocent.

February 5, Douban netizen Leonor sent a post called "Thank you shrimp", she wrote in the post: February 5 is the 23rd birthday, 0:00 open shrimp jumped out of the happy birthday.

On the day of saying goodbye to the world, leaving fans a birthday wish may be the last decent thing for Shrimp.

Shrimp carries our youthful memories. Many users said: leave now is to come back better.

I hope so.

Guys, what do you think?

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