Research Of Netease Cloud Music Opinion Leaders In Song Promotion

With the rapid development of Internet technology and financial media,especially the convenience of mobile terminals,tradition is always so fragile in the face of new fashion.Tradition is gradually replaced by new ways or channels of communication,such as the acquisition and appreciation of music sources.people today seldom obtain music through traditional channels such as record and radio,but the music content provided by the Internet is relatively complex,and it is difficult for users to meet their personalized music appreciation needs in a quick and convenient way.Demand is the market,and the market is the opportunity.The music APP represented by NetEase Cloud Music was born accordingly.NetEase Cloud Music is a way to provide users with music through algorithm recommendation and building music community.There are some active elements in the development of music community.They are opinion leaders in NetEase Cloud Music,and they often provide music information to others and exert influence on others.Since opinion leaders have a certain influence on users’choice of listening songs,new changes have taken place in the way of song promotion.Different from the traditional way of song promotion,Netease Cloud Music has found a way of song promotion by signing network talent to cover or re-create a song,and has achieved some results.Based on this phenomenon,this paper takes the opinion leaders of Netease Cloud Music as the research object,and discusses it in five parts.The first part is based on Netease Cloud Music official materials and media reports to investigate the development process of Netease Cloud Music to understand its positioning and development strategy,so as to establish the position of opinion leaders in its development.The second part classifies the forms of opinion leaders of netease cloud music,providing a basis for the elaboration of the different roles played by various opinion leaders.The third part,based on the author’s internship experience in Netease Cloud Music,explains the way and purpose Netease Cloud Music to promote songs through opinion leaders.The fourth part explores the role of Netease Cloud Music’s opinion leaders in song promotion based on questionnaire survey and some communication theories.Finally,the fifth part points out the problems existing in the promotion songs of Netease Cloud Music’s opinion leaders and puts forward the improvement strategies.Through the above discussion,it is concluded that the influence of Netease Cloud Music’s opinion leaders mainly depends on their content production capacity,and musicians have a more prominent influence on users.Therefore,the most important thing in the development of netease cloud music is to continue to serve good musicians,and all strategies to promote songs should focus on strengthening the connection between musicians and users.