There are hip-hop jokes in China

After the popularity of hip-hop in China, why did the brands begin to transform musicians and challenge music marketing?

Maybe one thing can answer this question.

This summer, we saw the rise of hip-hop music. It turns out that music is still an indispensable cultural element and lifestyle in young people's lives and has an indelible influence. Therefore, more and more brands focus on the music platform where a large number of young people gather. Brands accustomed to WeChat Weibo information flow advertisements are also looking for new growth points, trying to make advertisements integrate into life and become a part of life. For the complicated and changeable social media environment in China, brands can look at social media marketing from a new perspective, and music platform may be a marketing platform worthy of attention.

In August, we saw a wave of such cases: for example, Uniqlo and QQ Music jointly launched the "Easy Life" radio station and set up six recommended song lists of Uniqlo's life scenes. QQ Music accurately recommends users according to their listening data. In addition to Uniqlo, McDonald's also launched the Tanabata Valentine's Day special radio station in cooperation with QQ Music this year, and launched the McDonald's Tanabata special player skin.

Netease Cloud Music and Nongfu Spring have both launched mineral water that can watch music reviews and play AR. On August 8, Netease Cloud Music Nongfu Spring jointly launched a limited edition "Music Bottle", and 30 selected user music reviews were printed on the bottle packaging of pure water. This bottle can not only see, but also listen. Users use Netease Cloud APP to scan the QR code in the upper right corner, which will jump to the song list of 30 songs corresponding to the music review. In addition, another core highlight is that the latest version of Cloud Music APP has launched the AR scanning function, which can "summon" a whole starry sky that is integrated with the real background for the record pattern on the bottle.

Xiami Music and taoyuan village jointly launched the Moon Festival, a music mooncake gift box. In line with the theme of homesickness in Mid-Autumn Festival, the gift box contains the unique regional characteristics of four cities, Divine Comedy, which can be listened to by scanning the QR code, and the gift box also contains music cards. The concept is similar to the "music bottle" made by Netease Cloud Music and Nongfu Spring (even the homophonic name design is the same).

This example is not without precedent, and Coca-Cola is one of the pioneers. Following the success of 20 13 nickname bottle, Coca-Cola launched a lyric bottle with the theme of "Sharing Coca-Cola, Sharing Our Songs" in the following summer. Classic songs and lyrics of many singers such as Jay Chou, Mayday and Fish Leong are printed on bottles. Express the brand with lyrics.

And brands with "ulterior motives" have to try to make young people go to the brain with divine comedy that is easy to entertain, addictive and can spread viruses. Dicos, Carrefour, Tmall, all kinds of brands are trying to launch Divine Comedy. For example, Zhang Shichao, where did you put my key? Rainbow Choir, which became popular on the Internet, such as "Feeling the Body Being Hollow", also cooperated with Tencent Animation X to create a magical reminder of the Divine Comedy "More than 500 Words to Heaven".

No wonder netizens spit out: "I will tell you a joke. It's a group of people who listened to folk songs last year and hiphop this year. But for brands, what they want to attract may be the same group of young people. Because to put it bluntly, brands are not following these styles, but consumers' attention. Whether it is folk songs, hip-hop or divine comedy, brands can simplify the efforts and costs of contacting and pleasing young people. But for the brand, the fit with hot spots is the most important.

It is not difficult to imagine the marketing value of these music marketing platforms for brand owners. The huge group of young users who love to share and create on the music platform is precisely the quality consumers that more brands want to obtain at present. In addition, brands can also find different categories of segmented consumers according to the different music song lists collected by users, which is convenient for the accurate placement of brand advertisements. For the complicated and changeable social media environment in China, brands can look at social media marketing from a new perspective and actively embrace a more suitable marketing platform. Music platform may be a marketing platform worthy of attention.

This may be much more interesting than the division of copyright. Like these wonderful advertising slogans on streaming media platforms, users can listen to the songs they want to listen to and hear different ones, so that people can see that the power of music may be perfectly reflected at the marketing level.