"Speed 8" earned 2 billion yuan in nine days, and its movie soundtrack also performed well: the total sales of "Speed 8" original music (OST) digital albums on QQ Music, KuGou and Kuwi music platforms have reached 1.3 million so far, of which only QQ Music has sold more than one million.
when it comes to box office refresh speed, no movie can match "Fast 8", which earned 2 billion yuan in nine days. Behind the hot box office, its movie soundtrack also performed well. The total sales of digital albums of "Speed 8" original Music (referred to as OST) on QQ Music, KuGou Music and Kuwo Music have reached 1.3 million so far, of which only QQ Music has sold more than one million and has been certified as "Platinum album".
(QQ Music 1148626; KuGou 26213) Cool me 7699)
this also makes people wonder whether OST, as a branch of music, will become a new business of online music in the era of pan-entertainment. On April 25th, QQ Music, together with big names from different industries, such as Warner Music, Weiying era, Space Cycle and music critics, held a film and television OST marketing media sharing meeting in Sanlitun. It is worth mentioning that this is also the first time that the online music industry has discussed the commercial value and innovative marketing of film and television OST. 
< strong > "Film and Television OST is no longer a side dish of Film and Television IP" < / strong > Film and Television OST, as a cross-field of film, television and music, has become an indispensable category in the pop music industry, deriving an inestimable influence.
"Film and television OST is no longer a side dish of film and television IP". At the sharing meeting, Yang Jinfei, senior director of the copyright department of Tencent Music Entertainment Group Group, believes that with the improvement of the content quality of film and television OST, it is being recognized by public users as an important part of film and television, and the sales of a film and television OST will even exceed the total amount of a new album. data show that the commercial value of film and television OST music is growing by leaps and bounds. Only on the QQ Music platform, film and television OST audio-visual daily auditions have accounted for 14.26%. The cumulative sales of film and television OST digital albums have leapt from 0 to 24 million in one year, accounting for 11% of the total sales, among which many film and television OST digital sales are even more amazing. "Big Fish Begonia" and "Ghost" OST are certified by double platinum and even diamond records, which also verifies from the side that users' consumption of digital albums is not just fan consumption or idol consumption patterns, but the recognition of music works, film and television OST marketing model and commercial value. 
(QQ Music" Platinum record "and above certified OST)
< strong >" create 4D surround panoramic marketing mode "< / strong >
of course, behind the rapid development of the commercial value of film and television OST, it is also inseparable from the operation of the platform. Taking Sui 8 as a case study, Yang Jinfei shared with attendees how QQ Music subverted the tradition of creating live IP preheating + film and television marketing implantation + online customized marketing + offline scene experience "4D panoramic marketing" around "Sui 8" OST digital album, citing "Sui 8" seven days' sales of broken platinum records in QQ Music.
(QQ Music 4D panoramic marketing)
" before the release of the movie, we broadcast live on QQ Music that the red carpet of the premiere ceremony was warmed up for "Speed 8". The participation and interaction of this kind of live broadcast users was unexpected, and it was even higher than the interview live broadcast, "Yang Jinfei said. in addition to doing live streaming and digital albums, the online part also made the personality packaging of the player during the premiere of" Fast 8 "." wrap this theme on my phone and feel like I hear any music. Will think of the movie scene, bring a strong sense of introduction.
according to the introduction, in addition to the integrated cooperation with Warner on copyright, but also cross-border cooperation with Weiying era, Space Cycle to do film and television marketing implantation, offline scene experience. With Weiying, we have a discount guide for users who have bought "Speed 8" to buy a digital album and work with Space Cycle to create an offline experience. Yang Jinfei said that QQ Music will create more new marketing models in more film and television OST in the future. what can be known is that with the increasingly sophisticated production of domestic film and television OST, and the formation of domestic users' awareness of copyright and the formation of payment habits, compared with the maturity and scale of European and American film and television OST, Chinese film and television OST can be expected in the future. < strong > "I feel like I've missed hundreds of millions" < / strong > in the pan-entertainment era, can film and television OST, as an important part of the music industry chain, become a new business in online music? The guests at the meeting expressed their different views. "I think I missed hundreds of millions when I saw the" Speed 8 "OST achieve such a good result. As QQ Music's copyright partner, Hu Hao, director of Warner Music's China Digital Department, joked that he believes that with the guidance of the marketing case of "Speed 8", the future film and television OST will be the normal product line of the music industry and become the most important content for record companies, while the success of "Speed 8" proves that no matter from the capital level, platform level or user level, the quality content is still in a state of extreme desire. as the audio-visual linkage partner of QQ Music's 4D panoramic marketing, Cui Fan, senior director of e-commerce operations and marketing operations for Internet platforms in the Weiying era, was surprised by the effect of the audio-visual linkage." in the seven days of launch, millions of users visited QQ Music's digital album, and many users actually bought the album, and the conversion rate was nearly 20%. "it is such a high conversion rate, he believes. After watching movie consumption and experience, users still have a process of re-consumption, and film and television OST is a good starting point. Zhao Yanjie, general manager of Space Cycle China, believes bluntly that music is not a supporting role but a protagonist, and that film and television OST can provide sports experience in many scenes. Music critic Deng Ke believes from the point of view of the music industry that music is no longer a marketing tool for films, but a product derived from films, which is developing in the direction of multi-element business in the industry. online music platform serves as a carrier for music presentation to users. Yang Jinfei hopes that the industry will see that the role of online music platform has changed. It is not only a publicity platform, but also a more in-depth marketing platform for IP. "in the future, QQ Music will continuously improve the industry chain of film and television OST around film and television OST, from music listening, live broadcast, singing to ticketing, offline scene marketing, brand association, and customized products, so as to bring users a more diversified music listening experience." Finally, Yang Jinfei hopes that more partners will join the "new business" of film and television OST!
Edit: vian
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