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正能量“爆款”频出，QQ音乐如何成为年轻世代的听觉圣地？

时间：2020-08-06 13:01:45阅读：84818次
征服年轻世代听觉，帮助新生代音乐人发声。近年来，QQ音乐持续携手年轻歌者们，用充满思考与人文气息的音乐内容，向全社会传递正向价值，备受用户青睐，近期更是凭借多元内容，荣获《新周刊》&ldquo;中国网
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征服年轻世代听觉，帮助新生代音乐人发声。近年来，QQ音乐持续携手年轻歌者们，用充满思考与人文气息的音乐内容，向全社会传递正向价值，备受用户青睐，近期更是凭借多元内容，荣获《新周刊》“中国网络生活价值榜”颁发的“年度最佳音频平台”大奖。

新生代音乐人的发声之所

2020年伊始，一场突如其来的新冠疫情，给所有人心中蒙上一层阴霾。当看到众多医护人员除夕夜放弃阖家欢乐，连夜飞往武汉救援，永彬Ryan.b、都智文、谢宇伦等「S制造」音乐人，以互联网远程协作的方式，在不到24小时内协力创作单曲《炙热阳光》，用特别的方式记录下这些瞬间。“每时每刻牵挂着，神州大地亿万心房。红旗飘扬的地方，有我们坚毅的目光。”伴随着娓娓道来的旋律，《炙热阳光》的每一句歌词，都传递着鼓舞人心的爱与希望。

《炙热阳光》并非“一枝独秀”。“我还是曾经那个少年，没有一丝丝改变。”这首火遍全网的《少年》，同样出自QQ音乐开放平台。在开放平台“智能个性推荐+短视频平台推广”这一成熟宣推体系的助力下，QQ音乐将歌曲精准推送给更多可能喜欢它的乐迷，并在短视频平台联合多个音乐类大号进行推广，让这首歌一路从音乐平台火遍全网，为大众带来无穷力量。目前，《少年》全网试听量已突破10亿，不仅被共青团中央、新华社等权威媒体用作正能量短视频bgm，还被乐迷亲切地称为“每天一听的力量之源”。

今年6月26日“世界禁毒日”，00后校园原创歌手Bo peep推出的禁毒宣传曲《瘾》，独家发布于QQ音乐开放平台全新企划「S制造·说唱新声态」，这首满满正能量的态度说唱，收获了广大乐迷的积极回应，还获得了人民日报等多家权威媒体的点赞。几天后，Bo peep又推出了《总有那么一群人》，向疫情期间坚守岗位的医务工作者等无名英雄致敬，再次被央视新闻等权威媒体转发推荐。

多元内容玩法赋能音乐

除了用年轻“新声”唱响正能量，QQ音乐还多次联动超级文化IP，用多元潮酷的内容玩法，为用户塑造了文化氛围。

2018年，QQ音乐便先后联手敦煌博物院及故宫博物院两大IP，发起了“古乐重声‘觉’计划”与“古画会唱歌”两次重量级音乐跨界，将传统文化元素与现代音乐相结合。活动吸引了包括易烊千玺、方文山等上百组音乐人参与，产出了大量符合年轻口味的作品。今年3月，QQ音乐还与王源一起，牵手湖南省博物馆、等国家一级博物馆，共同打造系列国风音频专辑《文物的时空漫游》，在用户和媒体中又成功收获大拨好评。

不难发现，QQ音乐所呈现的丰富内容，不仅好听、好看、好玩，还具有深刻的社会价值。QQ音乐正在通过平台赋能，与年轻音乐人一同参与到社会性、历史性议题之中，给予年轻音乐人承担社会责任、用创作回馈社会的机会；联动传统文化、公益，塑造积极向上的音乐氛围。同时，QQ音乐也成为了年轻人生活中必不可少的“强心剂”，乐迷们正从中获得向上且向善的力量。

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