Research On Operation Of Douyin’s Homemade Music Content

Since 2016,the domestic short video industry has shown explosive growth.In fierce market competition,Douyin has become the head product in the short video field with the market positioning of the "music community".With its algorithm technology and strong market influence,through visualized music communication,it has gradually become an important platform for domestic music marketing.After the exclusive copyright is canceled,the online music market is scrambling to make an original music content.Douyin also seize the opportunity,enroll in the online music market,and develop homemade music content.Douyin,as a short video platform with a monthly survival of over 700 million,has an important impact on music communication.Therefore,there are certain necessities and importance of related research on the operation of its homemade music content.This article uses the case research method,literature survey method,and interview method to understand the content production and operation logic of Douyin’s homemade music.Based on the analysis of its operating status,it summarizes the current operating model of Douyin’s self-made music,and explores it in the operation process.The predicament of existence,and propose optimization measures.The author believes that in order to achieve long-term development,Douyin should first vigorously support the original musicians,develop the fan economy,avoid the problem of insufficient copyright of its own copyright,and enhance user stickiness;secondly,we should subdivide the user circle,aim at the user group,and serve pan-music users,take the road to differentiated music;in the end,Douyin should use its own algorithm advantages,strengthen consumption recommendations for music content push,stimulate potential paid group consumption,and achieve profit growth.Analyze the dilemma of Douyin’s self-made music content operations,explore the optimization measures of operation,and provide suggestions for the development of Douyin in the music market,so that it can better serve the music industry and consumers essence.