網路影音平台對台灣流行音樂生產與行銷的影響之初探

Abstract

本研究旨在研究免費的網路影音平台如何影響流行音樂行銷宣傳方式，為了迎合這樣的改變，流行音樂的生產面又作了怎樣的調整。本研究選擇了市佔率最大的網路影音平台YouTube 成為主要的音樂媒體後的四首代表性的流行歌曲，分別是美人計、保庇、Gee、Bad Romance，並以文本分析方法指出四首歌在曲、詞、音樂錄影帶三方面，分別與YouTube時期前的類似歌曲，有那些改變。並以深度訪談，專訪文本創作者、唱片公司決策者，與流行音樂專家，指出這些變化和網路影音平台成為主要音樂媒體之間的關聯性。\n\n 本研究發現， YouTube傳播特性讓流行音樂的行銷有了以下的改變：1.選擇主打歌以適合YouTube散播為主要考量、2.提供閱聽人容易進行改編文本的環境與策略、3.YouTube讓音樂錄影帶廣告效益提升，業者增加置入性行銷、4.YouTube讓流行音樂全球化，市場不再受語言、地區、國家的限制。本研究發現，為了配合流行音樂行銷的改變，YouTube時期的流行歌曲具有下列幾種特性：1.旋律的可預測性大幅度提高、2.歌曲的段落數提升，歌曲層次感提升、3.歌詞的可預測性與易記性大幅提升、4.音樂錄影帶的觀賞性與視覺效果大幅提升。流行音樂文本設計的邏輯改變與YouTube成為主要音樂媒體有密不可分的關係，因為YouTube傳播特性，讓具有某些特色的流行歌曲容易有較高的點擊率，而影響了唱片公司的行銷策略，這些行銷策略的改變又進一步回頭影響流行音樂文本的生產邏輯，形成了這個時期流行音樂生產與行銷的結構。

The purpose of this study is to examine how the internet video platform influ-ences the marketing tactics of pop music. Furthermore, for accommodating this change, what adjustments have been made by the production side? Four pop songs which were released after YouTube becomes the major music media were selected in this study. There are: 美人計, 保庇, Gee and Bad Romance. This study used text analysis method to find out the differences in melody, lyrics and music video among the four songs, and the songs of the control group which were released before YouTube era. This study also interviewed song writers, record company’s decision-makers, and popular music experts in the industry to point out the co-relationship between these changes and internet video platform.\n\nThis study found that the policy of marketing of pop music has gone through the following changes because of YouTube’s propagation characteristics: 1. Choosing the title song which fitting into YouTube’s easy-spread characteristics is main consideration for record companies; 2. Providing audience an adaptation friendly environment and strategy; 3. YouTube helps enhance music videos’ advertising effectiveness, in the meantime record companies increase product placements in music video; 4. YouTube makes the globalization of pop music market possible and the market is no longer restricted by language, region and country. \n\nThis study also discovered that in order to cope with the changes of pop music marketing, the pop songs in YouTube era have the following common characteristics: 1. Melody predictability greatly improved; 2. Number of paragraphs of each song is increased while the song layering is upgraded; 3. The predictability of lyrics increased substantially; 4. The visual effects of music video also improved dramatically. The changes of pop music text logic have a close relationship with YouTube. Because of the propagation characteristics YouTube represents, some pop songs with that kind of characteristics have a higher click number on YouTube. That fact made record companies change their marketing strategy and these changes influenced the production side’s logistic of producing pop songs. All the above establishes the structure of pop music’s production and marketing in this period of time.