2 Netease cloud “ feelings ” Lost the card

source ： Zero state LT（ID：LingTai_LT） author ： Wu Di edit ： Hu Zhanjia operating ： Chen Jiahui

6 month 20 Sunday night , KuWo music users received a message ： President Zhou is going to make a new song , Set gear 7 month 15 Japan . For Jay Chou's fans , It is definitely a happy thing ; But for Ding Lei , But I'm not happy at all , After all , Netease cloud has lost Jay Chou 4 Years. , And Jay Chou has no sign of returning to Netease cloud . 

But Ding Lei also has something to be happy about . On the same day ,TFBOYS Copyright returns to Netease cloud . The news , Dinglei soon sent a message in Yuncun ：“SM The copyright of entertainment companies has returned to cloud village , Can the rest be far away ？ Don't worry, don't panic , The village head of copyright procurement has been on the front line . Give us more time , Will come back . Don't talk much , Let's listen to the song first .” 

▲ chart ： Ding Lei's news about this matter  

Not a heavy user of Netease cloud music , I'm afraid it's hard to understand this sentence “ Will come back ” behind , How much bitterness and hardship it bears . This is a long relationship between Netease and Tencent 9 Years of gratitude and resentment .

01 

Netease cloud , Whether the feeling card is still there

Netease cloud has created a setting for itself , It is called cloud village . Every user is a villager , Cloud village will issue villagers' certificates to users , This has become a unique identity tag that distinguishes Netease cloud users from other platform users . The listening together function launched by Netease cloud , It can bind two people from different places to the village with earphones . The songs we heard together 、 Hundreds of hours of company , Become a witness of love between two people . 

However, this year , It seems that the feelings of Netease cloud have also encountered a bottleneck . This is just the most basic thing that Netease cloud attracts users . 

Luo Dayou, the godfather of Chinese music , Cui Jian, the godfather of Chinese rock , These have their own feelings IP, This year, they all chose to hold online concerts on Tencent's video account , Instead of choosing Netease with more feelings . 

Luo Dayou's concert was attended by more than 4200 ten thousand , Cui Jian's concert was attended by more than 4600 ten thousand , It has brought huge traffic and influence to Tencent's video number . This is not the most uncomfortable thing for Ding Lei . 

2022 year 5 month 20 Japan , There are at least 5000 ten thousand people , Through Tencent's video platform , Watched Jay Chou's concert replay online . Netease cloud can only be the same as ordinary users , Watching this recording and broadcasting hot . 

The timing of this concert is a bit delicate . This is a day 520 section , It contains the moral of expressing my love for you to my fans ; At the same time, it is far from the last copyright dispute between Tencent and NetEase , Less than a month apart , Losing Jay Chou from Netease cloud , already 4 More than years . Behind everything , It's Tencent. 9 The result of continuously blocking Netease cloud over the years . Tencent is the most effective weapon against Netease , It's copyright .

02 

Netease cloud copyright is difficult

in fact , We can copyright the online music platform , The simple and rough division is 3 Stages ： Pre copyright era （2014 Years ago ） 、 The age of copyright hegemony （2014-2021） as well as , Post copyright era （2021 in the future ） . 

▲ chart ： About the different stages of copyright  

Iconic Events , Namely 2014 Tencent used copyright to suppress Netease , as well as 2021 In, Tencent announced that it would give up its exclusive license . 

2014 Years ago , Public awareness of copyright is not strong , The common operation of users is to download songs to computers or mobile phones . obviously , Whose music library is more abundant , Can attract more users . therefore , Everyone is competing for the first time to hit the shelves , Never mind paying attention to copyright . Some music platforms even allow users to upload their own music , Netease cloud is one of them . In this way , Although the platform song library was rapidly enriched in a short time , But at the same time, it also injected a large number of infringing works into the music library , It has laid a hidden danger for the future game between the two sides . 

Tencent has been fighting with record companies for copyright . 

2021 Years ago , The domestic market 80% The music copyright of is in the hands of Tencent , There are more than... Organizations with exclusive cooperation 30 home , Including all copyrights of Jay Chou's personal company, Javier , Tencent has the full authority to take care of it . Other platforms want to buy Jay Chou's songs , Also through Tencent . 

Netease cloud has been born ever since 9 More years , But the copyright problem has been bothering Netease cloud for nearly 8 year . Have feelings , No copyright , Let Netease give people a way to survive in the cracks 、 The impression of struggling . 

2014 year , It's only a year since Netease cloud came into being , Tencent has swung its copyright twice 「 Hammer 」. The first hammer , Netease cloud exceeds 1500 The song was found to be an infringement ; Second hammer , And then there is 600 Many songs have been banned . Netease cloud's counterattack , Only to stop Tencent from spreading, including 《 Grandma's Penghu Bay 》《 let's row our boats 》 Inside 192 song . The first round , Netease cloud failed , But it also fought back to a certain extent . Besides, , All in all, it's just 2000 Multiple songs , The problem is not big . 

And just over 3 year , Netease cloud has ushered in the biggest copyright crisis . 

2015 year , Issued by the national copyright administration 《 Notice on ordering online music service providers to stop unauthorized dissemination of music 》, All unauthorized music in the online music platform must be taken off the shelves , go by the name of “ The strictest copyright order ”. Not long after , Tencent has sublicensed to Netease, including Jay Chou's works 150 More than ten thousand songs . But both sides are 2017 However, the new round of authorization negotiations in did not come to an end , Tencent has cut off the copyright of Netease , Many users listened to it 3 The song of the year , Suddenly it turns gray , Cause strong dissatisfaction from users . 

The reason given by Tencent is “ Netease cloud music has infringed many times ”, Jay Chou's official Weibo account also forwarded the statement of Tencent music . 

2019 The judgment of Jay Chou's song copyright dispute in , from 2015 year 4 month 1 Netease began to get Jay Chou's song license , To 2018 year 3 month 31 I lost my authorization for three years , Netease needs to pay Jay Chou's resale fee respectively 870 Ten thousand yuan 、864 Million and $ 1818 Ten thousand yuan . 

Authorization fee for the first two years 800 More than ten thousand , In the third year, it directly doubled , More interesting , Because the copyright battle of Tencent Netease is too destructive , The National Copyright Administration personally went to the court to mediate , It is required to avoid exclusive licensing , The copyright sharing rate should reach 99%. result , Tencent immediately signed a transfer contract with ALI , Ignore Netease cloud . 

Netease cloud has lost more than 600 Many songs of Jay Chou , Lose a large number of users , Including a large number of hard core users , They are deeply disgusted with the practice of Netease cloud , Question Ding Lei ： Just take the money and buy the song . 

Dinglei's personal design almost collapsed into a scum , Netease cloud almost capsized because of feelings . This battle , Netease cloud failed miserably . 

Put these things together , It is easy for people to smell the smell of conspiracy theory . Sound , It seems to be an old game overlord because it can't compete with the new generation challenger in operation , The story of the golden finger crushing each other . therefore , Copyright seems to be the only killer of Tencent . Ding Lei also said many times “ As long as the exclusive copyright is released , We'll open up and buy ”. 

What I didn't expect was  , Tencent has really released its exclusive copyright , But Netease is still unable to open up .

03 

The dilemma of the post copyright era

2021 year 8 Last day of the month , Tencent music made a statement , Said it would respond to the State Administration of market supervision , Decide to waive the exclusive license . in other words , Tencent feels that it will continue to bear the burden of copyright hegemony , The gains outweigh the losses . Giving up exclusive copyright means , No one can accuse Tencent of using its monopoly position to suppress competitors . 

This incident , It marks that China's music industry has entered a post copyright era . Does that mean , It will be easier to get the copyright in the future , Netease is finally not stuck ？ It doesn't seem to .

Ding Lei responded at the subsequent telephone communication meeting that , This is a positive and exciting signal , Let the vast number of users and related companies full of expectations . However , The final result is not exciting . Ding Lei received a lot of scolding from users , Jay Chou's copyright still shows no sign of giving Netease . 

Besides, , Even if you can get the copyright , You want to earn back the copyright fees by paying users alone , It's also an unknown number . Need to know 2018～2020, The net loss attributable to the shareholders of the company is nearly 70 One hundred million yuan . and , This loss situation , It may have to continue 3 year . 

Copyrighted songs are not available , Then support your own original singer . Netease's independent musician program , It is said to have attracted more than 40 Million independent musicians settled in , Popular songs 《 Chengdu 》 Author ZHAOLEI , Is one of them . Tencent, which is rich and powerful, directly spent money to cultivate its own original musicians ,“ RMB 100 million incentive plan ” It's past 4 period . 

Tencent also launched “ Self made record cooperation ” Pattern , After signing , The first year's revenue is all given to musicians . 

Music alone , It's hard to cash in . Even if the payment rate is as high as 45% Of Spotify, It's hard to make money . 

Today's Netease cloud , Pay more attention to creating a pan entertainment Ecology , Launched look live broadcast 、 Short video 、MLog、 Song room and other content products . Netease cloud has , Tencent music not only basically has , At the same time, it is also testing the long audio frequency similar to the Himalayas , Try to bring in all users who don't listen to music . After all, mosquitoes are meat no matter how small , There are more users , Only the number of paying users can be more . 

If you want to overtake on a curve , Netease cloud can only take the wrong side of the sword . However, for Netease cloud, these operations can be regarded as the foundation of security , For Tencent music, it may be the act of filling the gap in the moat . 

2020 At the internal management meeting at the beginning of the year , Someone asked Ding Lei ： What is the biggest threat of Netease cloud music in the future ？ Ding Lei's answer is , I'm afraid everyone will lose their love for music . Now , When there is a dilemma between feelings and survival , Netease has gradually lost its love for music .