January 31, Tencent Music Entertainment Group and Sony Music Entertainment held a press conference in Hong Kong, jointly announced the establishment of the International Sound brand Liquid State.
This is also the world's "first" music label co-founded by record labels and online music platforms, with Tencent and Sony Music Entertainment hoping to further unlock the electric sound with Liquid Music, a new music platform powered by Internet Music market.
Unlike our music platforms or streaming music products, Liquid State is a synergistic integration of Tencent and Sony Music Entertainment for a strategic platform within the music industry.
Officially introduced at the conference scene, Liquid State is actually a platform for electrician artists to provide resources and space for development. Liquid State is a relatively open platform from the point of view of the Ambassador of their choice, and the relevance of the artist's record company or entertainment company is not clearly defined. This will help to help Tencent and Sony music in this combination of more creators, to strengthen the entire platform. This is to create a market, it is even more useful.
In practical terms, Liquid State will help artists promote their original creations, as well as collaborating with artistes on related touring and Club activities to create a complete production, distribution and promotion of content.
In addition, the two partners also revealed that they are using Liquid State to bring the "Dance of Music" music culture into their modern lifestyles and infiltrating this new culture into the market through follow-up activities and touring.
In view of this, Tencent Music Entertainment Group CEO Peng Jia letter said:
We hope to work together with Sony Music Entertainment to create an unprecedented cultural exchange between East and West. At the same time through the Liquid State, so that every music lover can track the top wave of Europe and the United States while also discovering the unique charm of China and Asia's electro-acoustic culture.
Indeed, the face of the existing music content consumption market, open up new models and content is the primary strategy. This is very important for content providers such as Tencent, or for content production like Sony Music Entertainment, where the development of new content directions is extremely important.
After all, nowadays, there are more and more people listening to music, and the tastes become diverse.
Now consumers are no longer limited to acquiring music in the form of buying CDs or waiting for a complete album release. Music makers, for example, will use some of the more simple, "fast food" forms to meet the needs of the new generation of fans.
For example, many singers will "EP" as the main hit, the album release cycle compression. Today, digital music is popular, singers and record labels are more willing to push new songs in the form of "single" to adapt to the faster-paced market.
In addition, many singers use social platforms to push their own works of interpretation, or re-arrange the works. This method not only allows singers to maintain their liveliness, but also provides a chance for many newcomers to be discovered.
The second is related to the type of music. Many people listen to music, style has begun to become diversified.
In early years, most of the popular Chinese pop songs on the market were mostly ballads. Occasionally, one or two albums would focus on social issues and life issues, not too many of them.
But as the audience expands, pop music has also added a lot of new elements. There are also many new popular songs that will mix "EDM" (electronic dance music), so that the original style is more unified pop more fresh.
For the music platform, they have long gone through the chaotic era of copyright distribution. After many integration, the issue of copyright distribution has stabilized. And follow the singer, record companies go users, but also stabilized.
After the copyright is established, the second issue is audio quality.
Now most Internet music service providers can provide non-destructive audio, the minimum limit also increased to 320kbps MP3. Although new specifications such as DSD and Hi-Res Audio have not yet become widely available, it is sufficient to meet the general audience's sense of hearing needs without any loss. Audio quality is no longer the most important factor that affects the user's choice of service.
Now, service providers and manufacturers should put more energy on the music content itself. It is time to develop more genres to suit the tastes of different users, or to speed up the production efficiency and push more content to the market.
To these market conditions, it is Tencent Music spotted this opportunity, the joint Sony Audio Entertainment introduced Liquid State, with Internet music services to further open the new market for electronic music, which is currently one of the feasible direction.
At least, now that the electro-acoustic culture is still hot, output from the new platform will give them a wave of new users to join.
However, Liquid State is still in the just released stage, there is no specific action. To know how to go after, or to look at Tencent and Sony's next move how to go.