It is imperative to get rid of the “flow only”, “fan operation” fans will never see you again
2021-09-05 09:42:10Source: Workers’ Daily
Worker’s Daily (Reporter Deng Qifan) On August 31, more than 4 months after the release of the album “Mystery”, singer Cai Xukun’s studio publicly apologized for the “fan operation” released by this album. The album, which was released on April 13, had a record sales of over 50 million yuan in less than two hours after it went live. However, until August 29, only 5 of the 11 songs of the album were released, but it was released on QQ Music. The platform sold nearly 3.24 million copies, with sales of more than 80 million yuan.
The apology occurred on the 4th day after the publication of the “Notice on Further Strengthening the Control of Chaos in the Rice Circle” (hereinafter referred to as the “Notice”) by the Central Cyberspace Administration of China. The “Notice” publicly released on August 27 proposed ten major measures to control the chaos in the “rice circle”, including the cancellation of the star artist list and the prohibition of inducing fan consumption. After the “Notice” was issued, not only “futures albums” like “Mystery” quickly filled up the playlist and apologized, it also triggered a series of chain reactions, and policy effects began to appear in the music field. On August 31, Tencent announced that it would give up its exclusive rights to music. The upstream copyright party can authorize other operators on its own, and will not be held accountable for the related responsibilities arising from the authorization of other operators.
“Mystery” is not the first “futures album”. Previously, singer Zhou Bichang’s album “Not Typical” used to release one song a month, and Hua Chenyu’s album “New World” also launched two title songs in batches. But in the beginning, fans have to buy the entire album. Ding Zhen’s album “The Messenger of the Wind”, which was launched on August 28, is also a total of 10 songs, of which only 4 have been released so far. It is not known when the other songs will be released.
According to industry insiders, methods such as “unlocking to buy” and “repetitive buying” of albums have become the usual means for platform parties and copyright parties to seek benefits. Through the setting, the platform bundles the number of albums purchased by fans with the so-called “welfare”, making the purchasing power of fans an important criterion for measuring the popularity of traffic stars. Based on this, fans repeatedly buy hundreds of thousands of digital albums to flush sales and data.
“It’s about’face’.” A teenager fan under the age of 18 in Beijing told reporters that the purpose of cheering and buying albums is to make their favorite stars rush to the forefront of various rankings. “Or someone else’s.” The celebrities are all up, and the celebrities you like can’t fall behind.”
Each major music application has set up a digital album “bestseller list”, which is ranked according to album sales. Some apps also use various activities to induce fans to buy albums and unlock related “benefits.”
In the week since the “Notice” was issued, changes have also taken place: various charts have been cancelled, repeated purchases of music works have been restricted, purchases of paid digital albums and singles have been restricted, “artists” advocated rational “chasing stars”…Policy belts The changes coming are immediate.
“We must mobilize all social forces to take active actions, and while severely cracking down on artificial hot spots such as the’Hot Search List, the Star Power List, and the Music Ranking List’, we also need to beware of high consumption such as’sweeping sales and performance’. The “black-gray production and economic chain” spread again, and use this as an opportunity to reshape the “rice circle” group.” said Wang Peng, an associate professor at the School of Liberal Arts of Xi’an Technological University.
More people in the industry expect that people’s attention will return to the work itself, and the status and popularity of the artist will “speak with the work.”
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