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字节跳动文化日CoffeeTime第二期与奔跑怪物面对面品音乐营销

时间：2021-04-14 13:00:42阅读：69603次
近日，字节跳动举办以&ldquo;务实敢为&rdquo;为主题的文化日Coffee Time第二期活动，秉持&ldquo;务实敢为&rdquo;的工作态度，倡导深入事实、用结果说话，敢于打破定势，挑战
隐秘的角落
  • 隐秘的角落
  • 剧情 悬疑 犯罪
  • 秦昊 王景春 荣梓杉 史彭元 王圣迪 张颂文 刘琳 芦芳生

近日，字节跳动举办以“务实敢为”为主题的文化日Coffee Time第二期活动，秉持“务实敢为”的工作态度，倡导深入事实、用结果说话，敢于打破定势，挑战自己的理念，在交流中碰撞火花，在分享中激发灵感。特别邀请音乐营销公司奔跑怪物做客文化日Coffee Time，奔跑怪物创始人高航、蒋明晶，音乐制作人：段炼、周品、莫非定律MoreFeel受邀出席，在弥漫着咖啡香气的现场，畅谈影视音乐爆款作品背后的故事。

音乐定制营销的概念化 另类娱乐内容的具象化

奔跑怪物创始人&CEO高航在谈及何为音乐定制营销时，提到了通过新媒体传播的方式让音乐听众实现指数型增长：即第一步是要大家听到，第二步我们会运用短视频等新媒体的方式实现人与人之间的自传播。高航重点指出，指数型变化的产生正是传统媒体宣传推广转变为新媒体宣传推广的产物，一首歌曲能否成为当下流行作品，用户起到了决定性的作用，音乐公司从某种意义上更像是沟通音乐人与听众的桥梁，这有别于以往的营销理念，也就是“另类”的节点所在。

在提到为何将公司取名为“奔跑怪物”，公司创始人&总经理蒋明晶解释道，“怪物”一向致力于玩转惊艳新鲜的国内影视音乐创意制作，专注于构建影片、歌曲、人员三者之间的平衡关系，区别于以往音乐公司在制作过程中所扮演的角色，更显得“独特”且“另类”。

打破定势 音乐爆款的可预见性

近年来，奔跑怪物俨然成为音乐营销界的黑马，参与制作宣发火箭少女101《卡路里》、周笔畅《去流浪》、谭维维《过春天》、秦昊 《白船》、单依纯《你的珍藏》、周深《明月传说》等多个脍炙人口的爆款作品，在被问及如何押中这些歌和影视剧会火时，高航给出了如下回答，“首先，在某些时候歌曲转换率是能够计算的，当影片的票房被估算出时，也会得到相应的观看度数字，再结合歌曲在影片中的时长，歌曲的曝光度就一目了然了。同时，蒋明晶补充道：“很多时候，歌曲能够在大众之间流行，很重要的一点是剧情本身足够抓人眼球，再加上合理的营销方式，比如别出心裁的概念设计、适配的演唱者等等，在具备了以上条件时，要做到歌曲出彩并不困难。

解读爆款背后的故事 音乐推手的工作日常

本次文化日Coffee Time除了邀请奔跑怪物的两位创始人外，也邀请了参与多首爆款音乐创作的制作人：段炼、周品、莫非定律MoreFeel，四位老师分别从音乐创作、制作的不同角度，讲述了爆款背后鲜为人知的故事。周品老师作为资深音乐制作人，合作的艺人占了大半个娱乐圈。周品老师认为灵感是个伪命题，音乐创作对于音乐人来说是一种工作，需要在反复的实践中找到舒服的处理方式；他还认为音乐要根据合作艺人的特点来定制创作，每个音乐制作人的习惯都不一样，需要去用音乐和艺人做融合。

除此之外，剧情与音乐同样也需要达到完美适配，去年火爆全网的悬疑剧《隐秘的角落》，令人记忆犹新的片尾曲《白船》，带给了观众直观的冲击和震撼，而它的创作者段炼老师认为正因音乐的起承转合恰好顺应了剧情的跌宕起伏，影片也被音乐气氛渲染到了最大化，才产生现象级的热点话题，换句话说，就是音乐能被情节赋能，情节也能被音乐加力。

莫非定律MoreFeel作为双人全创作独立乐团，在歌曲创作制作中欧阳主要负责作曲、编曲及制作，冯悬则操刀作词部分。他们认为创作时与片方的沟通十分重要，沟通内容主要包含reference以及歌曲具体的需求，奔跑怪物在这其中扮演了连接制作人和片方之间桥梁的角色，使得整个对接流程十分流畅。

音乐爆款不可复制 定制是正确答案

高航表示，影视音乐营销从来不是固定制式的行业，实现作品和音乐强绑定，根据项目定制，不同的解法才是未来音乐制作营销的大趋势。目前国内与国外在OST制作水平上的差距正在逐渐缩小，在学习国外音乐制作标准化的流程的基础上，给予音乐人充足的制作时间、增加音乐费用投入以及解决版税结算的问题，国内OST也能给全国乃至全球影迷们不断输出好作品。奔跑怪物未来的目标是做出更多优质音乐，实现音乐传播人数的指数级增长。相信在当下音乐生产力旺盛、爆款频出的洪流中，奔跑怪物也将持续发力，以新姿态产出优质新内容，让我们一起期待！

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