On the evening of April 23, 2021, the 2019-2020 NetEase Cloud Music Original Festival hosted by NetEase Cloud Music was officially broadcast on the NetEase Cloud Music LOOK live broadcast and Youku platform. 18 groups of original musicians including Wang Jiaer, Tan Weiwei, Universal Youth Hostel, Second-hand Rose, etc. gathered at the ceremony and brought wonderful performances. The festival also awarded musicians with honors such as annual album, annual male musician, annual female musician, annual band/group, etc., to give high-quality musicians and musical works due recognition from a professional perspective.
(Wang Jiaer won the Male Musician of the Year)
That night, NetEase Cloud Music also officially released the first video support plan for the original musician group-the “PLAY Video Project”, dedicated to helping musicians reshape the music distribution path, expand the source of revenue, and adopt a new way of “music + video” Promote the better development of original music.
It is reported that the Hard Ground Enclosed Furnace Night has been held for three times, and this grand ceremony was held at Hangzhou International Expo Center. It is reported that the third hard-ground furnace night was sponsored by JD.com and received strong support from the guiding unit Qianjiang Century City.
A number of professional honors were awarded at the night of the hard ground to create a vane of original Chinese music
The Hard Ground Encircled Furnace Night·NetEase Cloud Music Original Festival is the first large-scale annual festival for original musicians in China. It aims to provide a stage for the concentrated presentation of outstanding original music works, and give them due recognition from a professional perspective. This year’s festival invites musicians who have released high-quality works and achieved outstanding results in the past two years to bring wonderful performances and award them professional honors.
After several years of accumulation and precipitation, the night of the hard-covered furnace has gradually become the vane of China’s original music field. Compared with the previous two festivals, this festival has many innovations in the guest lineup, honor setting, and performance form.
The guest lineup is more diversified, with well-known singers and composers, senior independent musicians, and newcomers from various fields gathered to present the rich charm of original music. At the ceremony, Wang Jiaer, Tan Weiwei, Universal Youth Hostel, Second-hand Rose, Fu Lu Shou Floruit Show, Yan Renzhong, Bai Song, Ge Dongqi, Gongge, Huo Zun, Liu Cong, C-BLOCK, mandarin, Naiwan NINEONE#, Li Dingding, MIA AIM, Jude, Xia Zhiyu, Fruit Planet Yan Yongqiang and other 18 groups of well-known original musicians and special guest host cats, Yang Wentao Taotao, Zhang Can CiCi, Vicky Xuanxuan, etc., bring surprise crossovers, golden song renditions , Multiple music performances including the first performance of new songs. Liu Huan and Yao Chen also appeared as special guests, and the specially recorded video gave encouragement and blessings to the festival and all the original musicians.
(C-BLOCK won the band/group of the year)
The honor setting is more professional and richer. This year’s hard floor night is inherited from previous albums of the year, male musician of the year, female musician of the year, band/group of the year, most popular male musician, most popular female musician, best-selling digital album of the year, and best-selling digital album of the year. Best-selling digital singles, top ten songs of 2019-2020, newcomer bands/groups of the year, newcomers of the year, most popular newcomers, hot-reviewed singles of the year, best sentimental songs, best crossover golden songs, national style musicians of the year, etc. 16 groups of honors; at the same time, a “hard floor unit” was added, and the Southern Music Festival under the Southern Metropolis jointly awarded the top ten albums of 2019-2020, annual recommended musicians, annual recommended newcomers, annual independent label/institution, annual independent performance planning, Seven “annual honors” including annual projects and annual productions further highlight the professionalism of the ceremony honors.
(Hard-ground furnace night · 2019-2020 NetEase Cloud Music Original Ceremony Scene)
This year’s gala is also ingenious in the presentation of the performance format. For the first time, the grand ceremony stage adopts the form of virtual scenes to create a realistic version of “Cloud Village”, which visually displays the unique community atmosphere of NetEase Cloud Music. In addition, NetEase Cloud Music is also on the occasion of the launch of this festival, linking multiple podcast programs and Livehouse online and offline, launching original music-related special programs and music performances, bringing users a richer music experience.
NetEase Cloud Music Releases “PLAY Video Project” “Music + Video” Reshapes Music Transmission Path
On the evening of the ceremony, NetEase Cloud Music also released the first video support program “PLAY Video Project” for the original musician group, dedicated to helping musicians reshape the music distribution path, expand the source of revenue, and help them through a new way of “music + video”. Push original music to achieve better development.
Musicians participating in the “PLAY Video Project” will enjoy the flow support, income incentives, skill enhancement, IP creation, honor certification and other systemic empowerment of platform certification masters on the one hand: including over 10 billion exposure support a year; cash Diversified income sources such as incentives, push song incentives, and business cooperation. On the other hand, musicians can also create video content and spread music works more conveniently through innovative product functions such as homepage video covers, video playlists, and exclusive video creation tools.
Currently, video has become an important music consumption scene and is widely favored by young users and musician groups. The “Report on the Living Status of Chinese Musicians (2020)” released by NetEase Cloud Music last year showed that a large number of musicians also love to spread music works through video formats such as Mlog. NetEase Cloud Music is the first music platform to develop video services. The release of the “PLAY Video Project” means that NetEase Cloud Music continues to cultivate in the field of music video and is also a further upgrade of the platform’s original music system support system.
Original music has kept pace with mainstream commercial music
NetEase Cloud Music is the largest original music platform in China. It has been comprehensively boosting the development of original music through systematic support measures such as “Stone Project”, “Ladder Project”, Hard Ground Original Music Chart, and “Star Collection” Song Contest. This year’s Hard Ground Enclosure Night shows the important achievements in the development of original music in recent years, and also reflects an important trend in the market: with the help of music platforms and all parties in the industry, Chinese original music has gradually kept pace with mainstream commercial music. .
On the one hand, the influence of original music is increasing day by day. Data shows that by the end of 2020, NetEase Cloud Music has settled over 200,000 original musicians, a year-on-year increase of 100%. The annual broadcast volume of original musicians on the platform exceeds 300 billion. For example, the ceremony site won the top ten songs of 2019-2020, “The beauty of the world is linked to you”, “I want to hug you in a mediocre life”, “Flying insomnia”, “Returning”, and “You are the world in April. Songs such as “Under the Sea”, “Everything I Think About Galaxy”, “He’s Just Passing Through”, “Chinese Wedding”, “Economy Class” and other songs have reached one billion or even billions of songs, and the music from NetEase Cloud has become popular all over the Internet.
(Rock band second-hand rose appeared at the grand ceremony to perform “Walk by”)
On the other hand, many high-quality masterpieces have emerged in the field of original music. For example, the annual album “Jixi South Forest Road” is a classic of ten years of sharpening the sword in the hard-floor night annual album. The current sales exceed 11 million yuan, breaking the sales record of independent music digital albums; the hard-floor night newcomer Jude’s professional standards are also widely recognized. Not only was he nominated for the Golden Melody Award for Best Male Singer for his first album “I’ll be Absent at the Time of Awards”, it was also highly praised by industry experts such as Liu Huan.
At present, with the rapid increase in the quantity and quality of original music works, original musician groups have increasingly become a decisive force in the Chinese music market. With the continuous improvement of China’s comprehensive national power and the growing prosperity of the cultural market, in the future, Chinese original music will inevitably continue to achieve new leaps and gradually radiate its influence overseas, becoming an important carrier for the widespread dissemination of Chinese culture.