平台策略與地方音樂發展

Abstract

科技不斷進步但音樂在人們的生活中一直有非常重要的地位。除了娛樂的功能，音樂更是人類文化中用來記錄歷史、傳遞思想、表達情感的方式。美國、英國、韓國等少數幾個國家的音樂人和其作品，總是能憑藉龐大的製作和行銷資源長期佔據跨國音樂串流平台的排行榜，在全球音樂市場上獲得成功而備受矚目。然而，許多更能反應地方文化特色、具有獨特文化價值的地方音樂在缺乏行銷資源的情況下往往被國際音樂市場忽略，甚至不受本國和當地的聽眾歡迎。本研究檢視全球音樂產業的發展歷程和產業現況，以StreetVoice、Boomplay、T-Series作為研究個案，探討具傳統特色的地方音樂如何運用新時代的平台策略在數位音樂市場上佔有一席之地並日漸茁壯。三個案推行的分別是台灣、非洲、印度的地方音樂，經分析與比較後發現其平台策略方向略有不同，但都以多元跨界合作、擴大地方音樂人和其作品的影響力為主要目標。

Despite the continuous technological advancements, music has always played a very important role in our life. Besides its entertainment function, music is more of a way to record history, convey messages, or express feelings in human culture. The musicians and works from countries such as the U.S., the U.K., or South Korea, have always been able to dominate the charts of international music streaming platforms with a tremendous amount of producing and marketing resources, thus winning a success and fame in the global music market. However, many types of regional music that can reflect regional cultural features better or are of more cultural uniqueness are overlooked by the global music market due to its lack of marketing resources, or even by the local audience. This study inspects the development history and current situation of the global music industry, and discuss how regional music with traditional features can use platform strategies to gain a foothold in the digital music market and grow, with StreetVoice, Boomplay, and T-Series being the subjects of case study. The three cases promote regional music from Taiwan, Africa, and India respectively. After being analyzed and compared, the directions of their platform strategies are found somewhat different, yet they all set diverse crossover collaborations and spreading the influence of regional musicians and their works as their main goals.