As of the end of December 2020, the scale of China's online music users was 658 million, and the scale of China's digital music industry was 66.4 billion. According to the "2021 China Music Marketing Development Research Report", among the top 10 songs on Douyin in 2020, Ah Jun's "Your Answer" was played more than 57.9 billion times a year, and Mengran's "Youth" was played nearly 55.8 billion times. Second, "Buttercup" from American producer Jack Stauber has an accumulated annual playback volume of nearly 35 billion times.
It can be seen that, on the one hand, China's music industry is gaining momentum and is in urgent need of continuous change and innovative development. The emergence of short video platforms, with vision first, adds new ways of playing music, breaks Fax List the shackles of traditional media that no one cares about, and becomes a new channel for linking musicians and music users. On the other hand, domestic music users have a strong acceptance and interactivity of "music + short video". Judging from the exponentially increased playback volume, users are very willing to actively join in the spread. In addition, according to the "2020 China Online Music Industry Report", the younger generation, mainly those born in the 1980s and 1990s, is the mainstream consumer group in the music market.
At the same time, users' habit of paying for music content is developing. As of October 2020, there were over 70 million paying users of online music. Among them, especially after the 90s and 95s, the music payment index is relatively high, and the preference of young people in music content provides a new field for brand marketing. Michelle Bingcheng, which became popular some time ago, is a music marketing template for the brand to become famous with "Qu".