Looking back at the way ByteDance entered the music market, including playback, content production, publicity, and copyright operation, these key nodes in the music industry chain have not fallen. Of course, the inextricable connection between Byte Dance and music started very early. Douyin's product positioning is "a new generation-focused music short video community", and music is its core content; before Douyin, Byte also established a department of Toutiao Music, which has been watching the fertile soil of the music industry. Under the domestic pattern of "one super and one strong", it has become the first choice for ByteDance to test music overseas first.
At the end of 2017, the music video app Musical.ly was acquired for $1 billion, and it has become the music short video app TikTok that is currently in the limelight in the international market. According to the report "Year on TikTok: Music 2020" released by TikTok in 2020, 176 songs on TikTok reached 1 billion video views in 2020, and 10 songs received more than 50 billion video views, of which 5 It debuted at number one on the Billboard HOT 100 singles chart. job title email list Source Bloomberg Byte Dance's overseas strategy is not satisfied with this. In 2020, a music app called Resso was launched in the Indian and Indonesian markets. Its nature is more like a “music version of Douyin”, focusing on recommending music to users through algorithms rather than users actively searching.
Although the emergence of Resso has not subverted the existing entertainment ecology and users' entertainment consumption habits like TikTok, it is indeed touching the soft underbelly of users in music consumption-the fragmentation of music brought by the new video economy. Jump to Resso through the soundtrack link in the TikTok short video to achieve diversion, open the APP to hear the music, slide up and down to cut songs, the Resso mode may be more convenient for people to obtain music entertainment. Resso, which was launched in March 2020, has over 15 million downloads just half a year later. According to data from statista.