First, the rabbit dance in Spring Festival Bouncing is obviously a short video.

Rhythmic rap and "dragon painting" in "Wolf Disco" are becoming more and more popular with the help of short videos.

In recent years, the trend of music video has long been a topic of concern in the industry. But from the songs of your uncles, we can further observe that the videoization of music has changed not only the logic of communication, but also the content creation of pop music itself.

The choreography of the dance, the design of the lyrics, the rhythm of the tune, and even the interactivity of the song title ... More and more musicians have spread the video at the creative stage, fully considering the structure of the work.

Second, music works are unilaterally exported to "* * * creation".

In the era of ChristianRandPhillips, the role of music works in communication is very clear: disseminator and consumer. But at the moment, music itself is "created".

On the one hand, more and more "topics" are planned by many parties. For example, "Spring Festival Bouncing" is the product of cooperation between music platform and musicians: it is planned and produced by Netease Cloud Music, and created by Netease Bullet Studio and musician Dong Baoshi.

More importantly, Internet users themselves "participated" in the creation of music. The rabbit dance in the Spring Festival is obviously designed for the convenience of the short video Dance Challenge and the second spread. Users will also take the initiative to re-create through UGC, giving the work new meaning and connotation.

Compared with the saying that "short video ruined the Chinese music scene", I think this is not necessarily a bad thing for the music industry.

Music, as companion content, has unique advantages and can easily penetrate into every scene of life. And short videos can greatly promote the spread of music. Only in this way can it promote the new growth of music content value and music industry space.