Shulou(Shulou.com)11/24 Report--

On October 11,"2023 China Digital Music Industry Conference" was grandly opened in Huli District of Xiamen City, attracting nearly one thousand music industry practitioners, experts, scholars, media personages and so on from all over the country. With the theme of "shouldering a new mission and singing a new journey," this conference will showcase the development achievements of China's digital music industry, explore the future development direction, and promote the innovation and upgrading of China's digital music industry. Ding Lei, CEO of Netease Company, attended the conference as a special guest and shared his thoughts and suggestions on the future development of China's digital music industry from three aspects with the title of "Stimulating the Potential Energy of Digital Music Industry and Bravely Undertaking the New Mission of Cross-Strait Cultural Integration and Development."

Copyright issues have always been the core issue of the music industry. Ding Lei believes that in the next decade, China's digital music industry should have the courage to establish more fair, reasonable and inclined distribution rules for most of the industry and be "the first in the world." He pointed out that China has now become the world's fifth-largest music market, and the industry is growing fastest among the top 10 players. However, China's digital music industry is also facing a serious problem of uneven distribution of benefits. Original musicians, as the core productivity of the industry, cannot enjoy matching rewards, while a few institutions and companies enjoy huge incomes. He called on the industry to establish a more reasonable, fairer and more inclined copyright value evaluation and trading rules for the majority of the industry, consider implementing innovative systems such as collective bargaining for overseas copyright purchase of music, return the value of copyright to music itself, return dividends to musicians, and stimulate vitality for the industry in the next decade from the source.

At present, AI big model and other new technologies are going deep into the music industry. Ding Lei introduced the cutting-edge layout of Netease Cloud Music in AI music field. In the next decade, China's digital music industry should seize the new opportunity of artificial intelligence and better serve the upgrading of industry. He believes that artificial intelligence will become standard in the music industry in the next 1-2 years. "At least in music, AI will never really replace people. However, artificial intelligence can serve people and improve the efficiency of music production. "He encouraged the industry to seize this opportunity and refine real gold in the big waves. Netease Cloud Music has invested in the research on the combination of music and artificial intelligence and other new technologies since 2018, and has achieved many industry-leading achievements in AI composition, lyrics, composition, singing, intelligent recommendation, etc. The follow-up Netease Cloud Music will also promote the instrumentalization of these technologies to stimulate industry inspiration and serve the creative needs of the industry.

Music is one of the most important carriers of cross-strait cultural exchanges. Ding Lei believes that cross-strait music exchange and integration is an important mission left by history to the music industry and will also be one of the most important topics in the industry in the next decade. In the next decade, Chinese digital music will assume a new mission and play a good role as a link, so that compatriots on both sides of the Taiwan Strait who share the same identity and are connected with each other will look up to the same "cloud of hometown." He reviewed the influence and dissemination of Taiwan music in the sixth year, and the original musicians and works of the sixth year were also loved by Taiwan compatriots, and affirmed the positive role played by digital music media such as streaming media, Short Video and live broadcasting in promoting cultural exchanges and integration between the two sides of the Taiwan Strait. He looks forward to seeing more bold attempts and intimate interactions in promoting copyright cooperation between the two sides and jointly inheriting Chinese culture after China's digital music industry base is settled in Xiamen.

At this conference, Jiang Wei, Director of Content Development of Netease Cloud Music, reviewed the excavation and support process of Netease Cloud Music to Chinese original music, and released the original music support plan of Netease Cloud Music "Stone Plan·Fifth Season." She introduced that in the six years since its launch, the Stone Project has attracted more than 30,000 musicians and unearthed thousands of high-quality new original musicians. Netease Cloud Music has reached long-term and in-depth cooperation with these musicians. The platform has invested many resources to produce more than 10 compilations and more than 100 fine songs for excellent original musicians.

Over the past six years, Netease Cloud Music "Stone Project" has unearthed excellent original musicians such as Prism Band, Chen Jingfei, Jude, Summer Invasion Planning, Wen Zhaojie, Eight Immortals Hotel, etc. These musicians have gained a large number of fans in Netease Cloud Music, becoming frequent visitors to variety shows, music festivals, etc., and many excellent music works are also recognized. Eight Immortals Hotel song "throughput" became the soundtrack of the movie "Love Myth"; musician Jude became an excellent musician who was shortlisted for the best male singer twice in the Golden Melody Award. At this conference, Jude's album "I will be absent when awarding awards" was also selected as one of the excellent digital music albums of "Salute to the Extraordinary Decade."

Netease Cloud Music's newly launched "Stone Plan·Fifth Season" focuses on the industry trend of "returning to local." It will set up nine regional competition areas nationwide. Through competition system design such as division selection and blind listening of users, it will continue to deeply explore potential musicians who have not been discovered all over the country, and find a sense of belonging in music together with users. In the future, Netease Cloud Music will continue to help the development of Chinese original music through various capabilities and help the continuous progress of China's digital music industry.

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