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  • This is Jake

    我是傑克

  • Hi.

    你好。

  • I'm Jake.

    我是傑克。

  • In February 2020 he posted his first video to TikTok.

    2020年2月,他在TikTok上發佈了他的第一個視頻。

  • Alright, mom, what are you doing today?

    好了,媽媽,你今天要做什麼?

  • I'm going to make a beat!

    我要做一個節拍!"。

  • I had my mom make a beat that I had already pre-made.

    我讓我媽媽做了一個我已經預先做好的拍子。

  • And I recorded, I'm like, okay, press these buttons.

    我錄了音,我想,好吧,按下這些按鈕。

  • And we'll make it look like you just made it in two minutes.

    而且我們會讓它看起來像你剛剛在兩分鐘內做的。

  • I need a producer tag

    我需要一個製片人標籤

  • Okay, what do you want it to be?

    好吧,你希望它是什麼?

  • Ayo mama on the beat.

    Ayo mama on the beat.

  • Within hours the video was racking up millions of views.

    幾小時內,該視頻的瀏覽量就達到了數百萬。

  • So, Jake made a few more videos featuring his mom,

    是以,傑克又製作了幾個以他媽媽為主角的視頻。

  • but with one small tweak.

    但有一個小的調整。

  • My brother had the idea, he was like,

    我哥哥有這個想法,他說。

  • yo, what if we like put a TikTok like in front of the phone and we filmed it...

    喲,如果我們把TikTok放在手機前面,然後拍下它,會怎麼樣?

  • Hey mom.

    嘿,媽媽。

  • Have you ever heard this song before?

    你以前聽過這首歌嗎?

  • The format was simple but clever:

    形式簡單但很巧妙。

  • Jake would mashup songs on TikTok that were already going viral.

    傑克會在TikTok上混搭那些已經走紅的歌曲。

  • [overlapping] Hey mom.

    [重疊] 嘿,媽媽。

  • Have you ever heard this song before?

    你以前聽過這首歌嗎?

  • It worked.

    它起作用了。

  • With each post, he was racking up millions more views.

    每發一個帖子,他的瀏覽量就會增加數百萬。

  • But he didn't stop there.

    但他並沒有止步於此。

  • And we were like, we need to put my vocals on the end of it.

    我們就想,我們需要把我的歌聲放在它的最後。

  • And if the song goes viral, then like we can drop it ourselves and become an artist.

    如果這首歌成為病毒,那麼就像我們可以自己放棄它,成為一個藝術家。

  • Hood baby part 2, featuring yours truly.

    油煙機寶寶第二部分,以你為主角。

  • Up down right down...

    上下右下...

  • We're just going to name myself, JVKE and we're going to go at it.

    我們只是要命名我自己,JVKE,我們要去做。

  • Ayo mommas gonna make this a bop.

    Ayo mommas會使這個節目成為一個流行的節目。

  • Up down right down looking for your love right now.”

    "上上下下都在尋找你的愛,現在。"

  • It just so happens that the first one that I put my vocals on

    碰巧的是,我把我的聲樂放在的第一個作品

  • went absolutely bananas viral.

    絕對瘋狂的病毒。

  • Jake's 15 second snippet of a song was taking over TikTok.

    傑克的15秒歌曲片段正在佔領TikTok。

  • Once it was at 1 million videos, Charli D'Amelio used it.

    一旦它達到100萬個視頻,查利-達梅利奧就會使用它。

  • That means that this is about to be insane.

    這意味著,這即將是瘋狂的。

  • Like it's not ending at a million.

    就像它沒有在一百萬時結束。

  • It's starting at a million.

    它的起價是一百萬。

  • At the time, Jake didn't even have a manager.

    當時,傑克甚至沒有一個經理。

  • But he knew he needed one fast.

    但他知道他需要一個快速。

  • We have these fifteen seconds, we have labels calling us...

    我們有這15秒,我們有標籤叫我們......

  • What do we do?

    我們該怎麼做?

  • That was actually when I got on the phone with my now manager

    這實際上是我與我現在的經理通電話的時候

  • and he was likeCall me, right now!”

    他就說:"給我打電話,現在就打!"

  • He was like, "Hey, can you finish this song in 24 hours?"

    他說,"嘿,你能在24小時內完成這首歌嗎?"

  • Clearing theHoody Babysample ended up taking a few days.

    清理 "胡迪寶貝 "的樣本最終花了幾天時間。

  • By the time we got it out, it was at 5 million videos.

    當我們把它拿出來的時候,它已經達到500萬個視頻。

  • It ended up going to 15 million.

    最後,它變成了1500萬。

  • If you compound all the views of all the 15 million videos,

    如果你把所有1500萬個視頻的所有瀏覽量複合起來。

  • it's like over 9 Billion views.

    就像超過90億次瀏覽。

  • This is just the beginning of Jake's story.

    這只是傑克的故事的開始。

  • But what makes it so interesting isn't how dramatic it is,

    但使它如此有趣的原因並不是它有多大的戲劇性。

  • but how often stories just like his occurred in 2020.

    但像他這樣的故事在2020年經常發生。

  • Over the last few months I've been working with The Pudding

    在過去的幾個月裡,我一直在與布丁公司合作。

  • to put experiences like Jake's into perspective.

    把像傑克這樣的經歷納入視野。

  • We dug into the data and stories behind dozens of emerging artists' TikTok hits.

    我們挖掘了幾十位新興藝術家在TikTok上的數據和故事。

  • To figure out what internet fame actually means for new music artists.

    要弄清楚互聯網上的名氣對新的音樂藝術家究竟意味著什麼。

  • It turns out, this is way more than a story about algorithms or going viral.

    事實證明,這遠不止是一個關於算法或走紅的故事。

  • It's a story about the longstanding tug-of-war between

    這個故事講述了在中國和美國之間長期存在的拉鋸戰。

  • artists, platforms, and music industry giants.

    藝術家、平臺和音樂產業巨頭。

  • You might be surprised who's winning.

    你可能會驚訝於誰會贏。

  • If I were to review this project, I'd probably never do it again.

    如果讓我審查這個項目,我可能永遠不會再做了。

  • That is Matt Daniels, a journalist at The Pudding

    這就是馬特-丹尼爾斯,《布丁》雜誌的一名記者

  • where he digs into culture stories through data.

    他在那裡通過數據挖掘文化故事。

  • In the Fall of 2021, we started a project that turned into what Matt describes as...

    2021年秋季,我們開始了一個項目,變成了馬特所描述的...

  • One of the hardest data projects I've ever worked on.

    這是我所做過的最難的數據項目之一。

  • It seemed simple on paper:

    這在紙上看起來很簡單。

  • create a data set of Indie and DIY artist that went viral on TikTok in 2020

    創建一個2020年在TikTok上走紅的獨立和DIY藝術家的數據集

  • and determine if that virality was enough to change the outlook of their career.

    並確定這種病毒性是否足以改變他們的職業前景。

  • Because it really was their first major, major exposure

    因為這確實是他們第一次重大的、重大的接觸

  • to a huge fan base on the internet.

    到互聯網上的巨大粉絲群。

  • But, there were a few big problems right from the start.

    但是,從一開始就有幾個大問題。

  • The biggest was there wasn't a useful data set

    最大的問題是沒有一個有用的數據集

  • of the most popular songs on TikTok from 2020.

    2020年TikTok上最受歡迎的歌曲之一。

  • We banged our head against the wall

    我們把頭往牆上撞

  • trying to figure outhow do we reconstruct charts from TikTok?".

    試圖找出 "我們如何從TikTok重建圖表?"。

  • It turns out, there's a lot of playlists on Spotify that compile viral TikTok hits.

    事實證明,Spotify上有很多播放列表,彙編了TikTok的病毒性歌曲。

  • And there's also this tool called Chartmetric.

    還有這個工具叫Chartmetric。

  • Which among other things captures historical data of those playlists

    除其他事項外,它還能捕獲這些播放列表的歷史數據

  • and tracks what songs have been added and subtracted to them and when.

    並跟蹤哪些歌曲被添加和減少到其中,以及何時添加和減少。

  • So, we got to work.

    是以,我們開始工作。

  • And pulled all of the songs from as many playlists as we could find

    並從我們能找到的儘可能多的播放列表中提取所有的歌曲

  • that were added between January and December 2020.

    2020年1月至12月期間增加的。

  • Then we ranked the songs by their popularity on TikTok,

    然後我們按照歌曲在TikTok上的受歡迎程度進行排名。

  • filtering out any that got fewer than 100,000 posts.

    過濾掉任何少於10萬個帖子的內容。

  • Which brought us down to about 1500 songs that went viral in 2020.

    這使我們在2020年走紅的歌曲達到約1500首。

  • The biggest challenge I would say is once we had our arms

    我要說的最大挑戰是,一旦我們有了自己的武器

  • wrapped around these 1500 songs

    纏繞著這1500首歌曲

  • making the decision of, is this an established artist

    做出決定,這是一個成熟的藝術家嗎?

  • that had a TikTok hit

    有一個TikTok點擊率的

  • or is this the artist's big break?

    還是說這是藝術家的重大突破?

  • And a big break is a very subjective decision.

    而重大突破是一個非常主觀的決定。

  • A lot of the artists in this list were obviously very established.

    這份名單中的很多藝術家顯然都是非常成熟的。

  • Cardi B going viral on TikTok is not particularly impressive

    卡迪-B在TikTok上走紅並不特別令人印象深刻

  • versus somebody who has never released a song before.

    與之前從未發佈過歌曲的人相比。

  • So we went back to Chartmetric to dig into more data points

    所以我們回到Chartmetric,挖掘更多的數據點

  • behind these songs and the artists that made them.

    這些歌曲的背後,以及創作這些歌曲的藝術家。

  • Including their Spotify monthly listeners, the number of times they've been playlisted,

    包括他們的Spotify月度聽眾,他們被列入播放列表的次數。

  • the number of tracks they've released.

    他們所發行的曲目數量。

  • Which made it a lot easier to decide: did this artist have a career beforehand?

    這使我們更容易決定:這個藝術家之前是否有職業?

  • Eventually, after filtering out all of the established artists

    最終,在過濾掉所有成熟的藝術家之後

  • we narrowed our list to a sample of 125 artists we felt hit all the marks.

    我們將名單縮小到我們認為符合所有標準的125名藝術家的樣本。

  • They all went viral on TikTok in 2020

    2020年,他們都在TikTok上走紅。

  • and as far as we can determine, it was their big break.

    而且就我們所能確定的而言,這是他們的重大突破。

  • Can I also say something really quickly...

    我還可以說一些非常快的事情嗎...。

  • Yeah yeah.

    是的是的。

  • It doesn't actually matter how many artists we examined.

    實際上,我們審查了多少位藝術家並不重要。

  • There's probably thousands of new artists that went viral on TikTok.

    可能有成千上萬的新藝術家在TikTok上走紅。

  • So what we wanted to do was just wrap our arms around a cohort of artists that are experiencing

    是以,我們想做的是把我們的手臂包在一群正在經歷的藝術家身上。

  • this phenomenon and, and then say what, what happened to them afterwards?

    這種現象和,然後說什麼,他們後來發生了什麼?

  • What happened to these artists' after they went viral was eye-opening.

    這些藝術家在走紅後的遭遇令人大開眼界。

  • And nearly everyone of those stories starts with Spotify.

    而這些故事幾乎都是從Spotify開始的。

  • The speed and the intensity with which TikTok sends things viral.

    TikTok發送病毒的速度和強度。

  • It's crazy.

    這很瘋狂。

  • That's Elias Leight: he's a music journalist

    那是埃利亞斯-萊特:他是一名音樂記者

  • and his reporting on TikTok and the music industry is extensive.

    他對TikTok和音樂產業的報道非常廣泛。

  • The virality itself is not necessarily new

    病毒性本身並不一定是新的

  • but TikTok is basically just like a machine gun

    但TikTok基本上就像一把機關槍

  • shooting out viral songs

    拍出病毒性歌曲

  • like even more than daily, honestly.

    說實話,甚至比每天還多。

  • The two big differences are how many viral moments it creates

    兩個最大的區別是它創造了多少病毒性的時刻

  • and then how directly that virality correlates with streaming increase

    然後,這種病毒性與流媒體的增加有多直接的關係

  • which is why the labels are so obsessed with it.

    這就是為什麼標籤對它如此痴迷。

  • You can see how that played out in real time by looking at this chart

    你可以看一下這個圖表,看看實時的情況如何。

  • which captures the explosive virality of JVKE's trackUpside Downon TikTok.

    這篇文章抓住了JVKE的歌曲 "Upside Down "在TikTok上的爆炸性病毒。

  • But what it doesn't show is that while Jake's track was going viral

    但它沒有顯示的是,當傑克的曲目在病毒式傳播的時候

  • people were flocking to Spotify to stream it.

    人們蜂擁到Spotify上播放它。

  • This is the TikTok-to-Spotify pipeline.

    這就是TikTok到Spotify的管道。

  • I remember when we first released the song

    我記得我們第一次發佈這首歌時

  • it was just like a bottle rocket, up to like 500,000 streams a day.

    它就像一個瓶子的火箭,每天有50萬個流量。

  • I was like, what is happening?

    我當時想,發生了什麼事?

  • I didn't even know really what that meant at the time.

    我當時甚至不知道這意味著什麼。

  • What is meant is that the track was going to get playlisted.

    所謂的意思是,該曲目將被列入播放名單。

  • In fact within a month ofUpside Down's” official release

    事實上,在《天翻地覆》正式發行的一個月內

  • it was on 98 editorial playlists: including "New Music Friday"

    它出現在98個編輯部的播放列表中:包括 "新音樂星期五"。

  • which has almost 4 million followers.

    其中有近400萬名追隨者。

  • It landed on the "Global Viral 50" Spotify Charts.

    它登上了Spotify的 "全球病毒50 "排行榜。

  • And as a result, JVKE went from zero monthly listeners on August 18th

    結果,JVKE從8月18日的每月零聽眾

  • to 3.4 million by October.

    到10月,達到340萬。

  • As I'm editing this piece, he has over 8 million.

    在我編輯這篇文章時,他已經有800多萬。

  • This pipeline from TikTok to Spotify wasn't unique to JVKE.

    這種從TikTok到Spotify的管道並不是JVKE獨有的。

  • It happened to nearly every one of the 125 artists on our list.

    這幾乎發生在我們名單上125位藝術家的每一個人身上。

  • So, I feel like TikTok is one of the main platforms

    所以,我覺得TikTok是主要平臺之一

  • where people actually leave the app to go and add music to their library.

    在這裡,人們實際上離開了應用程序,去把音樂添加到他們的圖書館。

  • That's L.Dre - who's song Steven Universe has been used

    那是L.Dre--他的歌曲《史蒂芬-宇宙》已經被使用。

  • in more than 10 million video posts.

    在超過1000萬的視頻帖子中。

  • Whenever one of my videos went viral

    每當我的一個視頻走紅的時候

  • most of the comments were people begging me to release it.

    大多數評論是人們乞求我發佈它。

  • That's kind of the culture on TikTok.

    這就是TikTok上的一種文化。

  • When they hear something, they really wanna go listen to it.

    當他們聽到什麼,他們真的想去聽。

  • I pretty much went from having just like a few thousand monthly listeners

    我幾乎是從每月只有幾千名聽眾的情況下開始的

  • to just a rapid incline for like a year or two straight

    連續一到兩年的快速傾斜。

  • where it was just steady going up.

    在那裡,它只是穩步上升。

  • And what was more exciting to see

    而更讓人興奮的是,看到

  • was that almost all of the artists, including L.Dre

    是,幾乎所有的藝術家,包括L.Dre

  • had some of their other tracks get editorially playlisted.

    有一些他們的其他曲目被編輯列入了播放名單。

  • That's really important because it means that

    這真的很重要,因為這意味著

  • once you're on a playlist that Spotify curates,

    一旦你進入了Spotify策劃的播放列表。

  • it's getting a huge audience

    它得到了大量的觀眾

  • it's a huge signal that the music you're releasing is going to get streams.

    這是一個巨大的信號,表明你所發佈的音樂將獲得流媒體。

  • To get a better sense of how the TikTok-to-Spotify pipeline worked

    為了更好地瞭解TikTok到Spotify的管道如何運作

  • Matt and I analyzed another chart: The Spotify 200.

    馬特和我分析了另一個圖表。Spotify 200。

  • It's a global chart that shows the top 200 songs on the app every day.

    這是一個全球圖表,每天顯示應用程序上的前200首歌曲。

  • These songs are stream kings.

    這些歌曲是流媒體之王。

  • So, in a new spreadsheet, we pulled all the artists whose songs made

    是以,在一個新的電子表格中,我們拉出了所有的藝術家,他們的歌曲都進入了《世界新聞報》。

  • the U.S. Spotify 200 after January 2020

    2020年1月之後的美國Spotify 200指數

  • and filtered out all of the artists who had well established careers

    並過濾掉了所有有良好事業基礎的藝術家。

  • or had already charted before then.

    或在那之前已經上了排行榜。

  • This left us with a new data set to analyze.

    這給我們留下了一個新的數據集來進行分析。

  • These 332 emerging artists who landed on the chart for the first time.

    這332位首次登陸排行榜的新興藝術家。

  • Out of this group, a quarter of them have TikTok to thank for their big break.

    在這群人中,有四分之一的人要感謝TikTok為他們帶來的重大突破。

  • This is incredibly eye-opening in terms of TikTok's influence on the charts.

    就TikTok對排行榜的影響而言,這讓人難以置信地大開眼界。

  • In terms of what is getting listened to in music culture.

    在音樂文化方面,什麼是得到傾聽的。

  • But let's backtrack a second.

    但讓我們回過頭來看一下。

  • Because it's not just about racking up millions of streams.

    因為這不僅僅是為了積累數百萬的流量。

  • It's about how fast you're able to do it.

    這是關於你能做得多快。

  • And it's not just about how virality influences music culture.

    而且這不僅僅是關於病毒性如何影響音樂文化的問題。

  • It's about how it influences music business.

    這是關於它如何影響音樂業務。

  • Spotify basically pays out labels according to

    Spotify基本上是按照以下標準支付標籤的費用

  • their share of the total streams in a given time period.

    他們在特定時間段內的總流量份額。

  • If you get a really big hit that, you know,

    如果你得到一個非常大的打擊,你知道。

  • does a billion streams over six months or something

    在6個月內做了10億個流媒體或什麼的

  • that can add a few points to your market share

    這可以為你的市場份額增加幾個點

  • which then increases your payout of the Spotify pool.

    然後增加你對Spotify資金池的支付。

  • It's really like a ruthless competition for this market share number

    這真的就像一場對這個市場份額數字的無情競爭

  • that no listener cares about at all

    聽眾根本就不關心的問題

  • but the record labels watch obsessively.

    但唱片公司痴痴地看著。

  • Despite this obsession, look what's happened over the past 4 years.

    儘管有這種執著,但看看過去4年發生了什麼。

  • Major labels have slowly conceded their total Spotify market share

    各大唱片公司已經慢慢讓出了他們在Spotify的總市場份額

  • to independent and self-released artists.

    對獨立和自發的藝術家。

  • To get back a bigger piece of the pie, labels developed a strategy:

    為了分回更大的一杯羹,標籤制定了一項戰略。

  • Monitor TikTok like a hawk and aggressively try to sign artists

    像鷹一樣監視TikTok,並積極嘗試簽署藝術家。

  • that are rising to the top.

    正在上升到頂端。

  • In a way, TikTok is great for the labels.

    在某種程度上,TikTok對標籤來說是偉大的。

  • They basically sit on top of it, watch everything come up

    他們基本上是坐在上面,看著所有的東西上來。

  • and if they get it at the right time

    如果他們在正確的時間得到它

  • they can probably make their money back on pretty much one track.

    他們可能在幾乎所有的軌道上都能賺回他們的錢。

  • The intensity of these bidding wars around viral songs...

    這些圍繞病毒性歌曲的競標戰的激烈程度...

  • It's pretty wild.

    這是很狂野的。

  • It's just like a flat-out sprint to grab the next viral thing.

    這就像一個平坦的衝刺,以抓住下一個病毒性的東西。

  • Here's a headline I've seen everywhere.

    這是我到處看到的一個標題。

  • And for legal reasons, I made a generic version of it.

    而出於法律原因,我做了一個通用版本。

  • Artist with viral TikTok song inks million dollar record deal with major label.”

    "擁有TikTok病毒歌曲的藝術家與大公司簽訂了百萬美元的唱片合約。"

  • Let's break it down.

    讓我們把它分解一下。

  • So you're an artist, you have a song and it's doing really, really well

    所以,你是一個藝術家,你有一首歌,它做得非常非常好。

  • and all these record labels are hitting you up.

    而所有這些唱片公司都在打你的主意。

  • They're like, I want to sign you.

    他們說,我想和你簽約。

  • How can we be a part of this conversation?

    我們如何才能成為這一對話的一部分?

  • So then they will entice you with money, which is an advance.

    是以,他們就會用錢來誘惑你,這是一種預付款。

  • So this million dollars, right here?

    那麼這一百萬美元,就在這裡?

  • That's the advance.

    這就是預付款。

  • The more virality you have the more zeros you'll see.

    你的病毒性越強,你會看到更多的零。

  • This is Mary Rahmani.

    這位是瑪麗-拉赫馬尼。

  • She's a former TikTok music exec

    她是前TikTok音樂執行官

  • who now runs her own label with Republic records

    她現在與共和國唱片公司一起經營她自己的品牌

  • called Moon Projects.

    稱為 "月亮項目"。

  • When I worked at major labels, but under an imprint that was a little more indie

    當我在大公司工作時,但在一個更獨立的印記下工作。

  • I would go in between like 50 to a hundred thousand dollars for an advance.

    我會在5到10萬美元之間進行預付款。

  • And yeah, the major labels are a double triple that sometimes.

    是的,大品牌有時是雙倍的三倍。

  • The label signs you, they give you a fat advance of about a hundred thousand dollars or something

    唱片公司與你簽約,他們給你一筆豐厚的預付款,大約10萬美元或什麼的。

  • like that, in exchange for full ownership of all of your masters

    像這樣,換取你所有主人的完全所有權

  • all of your recorded music.

    你所有錄製的音樂。

  • So, for that million dollars

    所以,為了那一百萬美元

  • the label now owns the rights to your viral TikTok song forever and...

    唱片公司現在永遠擁有你的病毒性TikTok歌曲的權利,並且...

  • They would keep around 85% of the royalties that came in.

    他們會保留大約85%的版稅收入。

  • You only got your 15% if you recouped the cost of your advance.

    只有當你收回預付款的成本時,你才能得到你的15%。

  • By the way, that's Ari Herstand.

    順便說一下,那是阿里-赫斯塔爾。

  • I'm the author of "How To Make it in the New Music Business" and I'm an independent musician.

    我是《如何在新的音樂事業中取得成功》一書的作者,我是一名獨立音樂人。

  • So right after you ink your million dollar deal you see a nice $50,000 check from Spotify

    所以,在你簽訂了一百萬美元的交易後,你就看到了一張來自Spotify的5萬美元的漂亮支票。

  • because your song is still riding that viral wave.

    因為你的歌仍然在乘著那股病毒性的浪潮。

  • $42,500 of that check would go to the label, only $7,500 would go to you

    這張支票中的42500美元將歸屬於標籤,只有7500美元歸屬於你......。

  • but it wouldn't stay with you for long because you have to use that check to start paying

    但它不會在你身上停留太久,因為你必須用那張支票來開始支付。

  • back your million dollar advance.

    支持你的百萬美元預付款。

  • In essence, an advance is a loan.

    從本質上講,預付款是一種貸款。

  • And if you're only making 15% of the revenue generated by your song

    而如果你只賺取了你的歌曲所產生的收入的15%的話

  • it might take a very long time to pay it back.

    可能需要很長的時間才能還清。

  • So you just have to hope you're very smart about the way you use your advance

    是以,你只需希望你在使用預付款的方式上非常聰明。

  • or you're extremely successful and your album generates millions and millions of dollars.

    或者你非常成功,你的專輯產生了幾百萬和幾千萬的收入。

  • And then you start earning royalties on the back end.

    然後你開始在後端賺取版稅。

  • The whole approach is basically like initially you're going to be, you know, 500K, a million,

    整個方法基本上是像最初你要,你知道,50萬,100萬。

  • 1.5 million in the hole, and you just have to dig yourself out of it.

    150萬的窟窿,而你只需要把自己挖出來。

  • This is what a standard major label record deal has looked like for decades.

    這就是幾十年來標準的大公司唱片合約的樣子。

  • But recently, this part of the headline has started changing the equation.

    但最近,標題的這一部分開始改變了方程式。

  • If you have a viral hit, and have proven you can build a following all on your own.

    如果你有一個病毒性的打擊,並且已經證明你可以完全靠自己建立一個追隨者。

  • Congratulations, you have leverage.

    祝賀你,你有槓桿作用。

  • I mean, if you have a viral hit, probably you're getting a lot of offers simultaneously

    我的意思是,如果你有一個病毒性的打擊,可能你會同時收到很多的優惠。

  • because labels scrutinize TikTok so closely

    因為標籤對TikTok的審查如此嚴格

  • and they want to be part of these viral things so badly

    而且他們非常想成為這些病毒性事物的一部分

  • Because of that...

    正因為如此...

  • There's been a bigger shift in the last couple of years than there has been in the last

    在過去的幾年裡,有一個比過去更大的轉變。

  • 50 years in the types of deals

    50年來的交易類型

  • that labels are starting to offer the artists in the artists favor.

    唱片公司開始為藝術家提供有利於他們的服務。

  • Where the label comes to the artist and says, I know, historically we would take 85%, but

    唱片公司來找藝術家說,我知道,從歷史上看,我們會接受85%,但

  • we're not going to do that for you because you're so valuable.

    我們不打算為你做這些,因為你是如此有價值。

  • And you've obviously proven that you can create a career all on your own.

    而你顯然已經證明了你可以完全靠自己的力量創造事業。

  • So, how about 50/50 we're partners now?

    那麼,50/50我們現在是合作伙伴如何?

  • And you know, we're not going to own your stuff.

    而且你知道,我們不會擁有你的東西。

  • We're just going to do a licensing deal.

    我們只是要做一個許可交易。

  • Meaning give us the rights to your record for the next 12 to 15 years.

    意味著在未來12至15年內,我們對你的記錄擁有權利。

  • You can still do whatever you want with it, we'll do whatever we can

    你仍然可以做你想做的事,我們會盡我們所能。

  • to make more money on this.

    以此來賺取更多的錢。

  • And we'll split it 50/50.

    而我們將五五分成。

  • That has never really happened before with self-released DIY independent artists.

    這種情況以前從未真正發生在自我發行的DIY獨立藝術家身上。

  • So, how many record deals are actually happening?

    那麼,有多少唱片交易是真正發生的?

  • Matt and I decided to tackle this question from two angles.

    馬特和我決定從兩個角度來解決這個問題。

  • First by compiling a list of around 367 emerging artists

    首先,通過彙編一份約367名新興藝術家的名單

  • who landed their first major label deal after January 2020.

    他們在2020年1月後獲得了第一份大廠牌合約。

  • And then from there, we went row by row, artist by artist, trying to determine,

    然後從那裡開始,我們一排一排,一個藝術家一個藝術家,試圖確定。

  • did this person have a viral moment on TikTok?

    這個人在TikTok上有一個病毒性的時刻嗎?

  • And if so, was that cited as one of the reasons for them getting signed?

    如果是這樣,這是否被引為他們被簽約的原因之一?

  • It turns out, roughly a third of these deals happened because an artist's song went viral

    事實證明,這些交易中大約有三分之一是因為藝術家的歌曲走紅而發生的。

  • on TikTok.

    在TikTok上。

  • And when Matt and I went back and looked at our original group of 125 artists,

    而當馬特和我回去看我們最初的125位藝術家的小組時。

  • we figured out that 46% of them went from unsigned

    我們發現,其中46%的人從無符號的

  • to landing a major record label deal.

    到獲得一個主要唱片公司的合約。

  • Because when these artists do have leverage, signing to a major has its benefits.

    因為當這些藝術家確實有籌碼時,與大公司簽約有其好處。

  • For one, they have direct relationships with streaming services like Spotify

    首先,他們與Spotify等流媒體服務有直接關係

  • which helps them get more placements on editorial playlists.

    這有助於他們在編輯部的播放列表中獲得更多的位置。

  • They are also massive international conglomerates, so they will tell you that they can push you

    他們也是龐大的國際企業集團,所以他們會告訴你,他們可以推動你

  • in Sweden and France and Germany and Japan at the same time as they push you in America.

    在瑞典、法國、德國和日本,當他們在美國推動你的時候。

  • At the end of the day, the biggest difference is that they're massive banks

    在一天結束時,最大的區別是他們是大規模的銀行

  • and they can write huge checks.

    而且他們可以開出鉅額支票。

  • But TikTok, has increased the chances for DIY artists to go viral one day and wake up

    但TikTok,增加了DIY藝術家們的機會,讓他們有一天能走紅,並喚醒他們。

  • the next morning with a million streams on Spotify without spending millions of dollars

    第二天早上,在Spotify上有一百萬個流媒體,而無需花費數百萬美元

  • to record an album, and needing a global team to promote it.

    來錄製一張專輯,並需要一個全球團隊來推廣它。

  • This is honestly the subject of a lot of debate right now.

    說實話,這是現在很多人爭論的話題。

  • If you're able to build a lot of leverage on your own, like how much benefit does

    如果你能夠自己建立大量的槓桿,比如說有多少好處?

  • a big label offer you and what should you give up?

    大品牌為你提供什麼,你應該放棄什麼?

  • When I looked at the data, I wasn't that surprised to all of these of these artists

    當我看著這些數據時,我對這些藝術家中的所有這些並不那麼驚訝

  • signing deals with major labels.

    與大公司簽署協議。

  • What I found more compelling was the group who were likely offered deals

    我發現更有說服力的是那些可能被提供交易的群體

  • and decided to continue on their own, at least for now.

    並決定繼續自己的工作,至少目前是這樣。

  • It's like, I can promote my music.

    這就像,我可以推廣我的音樂。

  • I don't have to rely on you to make stuff happen for me.

    我不必依靠你來為我創造條件。

  • The leverage is kind of slowly being put back into the hands of the artists

    槓桿作用正慢慢回到藝術家的手中

  • and it's a beautiful thing to see.

    而這是一件美麗的事情。

  • When I was browsing our list of 125 viral artists

    當我在瀏覽我們的125位病毒藝術家名單的時候

  • one name happened to grab my attention:

    有一個名字碰巧引起了我的注意。

  • Edith Whiskers.

    伊迪絲-威斯克斯。

  • It turns out that name is a pseudonym for the prolific singer songwriter Tom Rosenthal.

    事實證明,這個名字是多產的唱作人湯姆-羅森塔爾的筆名。

  • I write fairly boring singer songwriting music that has gone a bit viral on TikTok.

    我寫的是相當無聊的歌手創作的音樂,在TikTok上已經有點病毒式傳播了。

  • Tom's first viral song was his cover ofHome

    湯姆的第一首病毒歌曲是他翻唱的 "家"。

  • by Edward Sharp and the Magnetic Zeroes.

    愛德華-夏普和磁零樂隊的作品。

  • It's been used in 1.6 million TikTok videos.

    它已被用於160萬個TikTok視頻中。

  • So after the initial TikTok waves hit me, I thought,

    所以在最初的TikTok浪潮衝擊我之後,我想。

  • okay, I'm going to release it, but then it suddenly dawned on me that

    好吧,我準備釋放它,但後來我突然意識到

  • if I released it via my own name,

    如果我通過自己的名字發佈它。

  • I thought this cover will be on the top of my lists forever.

    我想這個封面將永遠在我的名單上佔據首位。

  • I couldn't bear the idea of writing all these original songs and then having one cover

    我無法忍受寫了所有這些原創歌曲,然後讓人翻唱的想法。

  • just sitting there at the top.

    只是坐在那裡的頂部。

  • So he did the only sensible thing.

    所以他做了唯一明智的事情。

  • I came up with four names, put all those names on Twitter,

    我想出了四個名字,把這些名字都放在了Twitter上。

  • did a Twitter poll and Edith Whiskers was the favorite.

    做了一個推特投票,伊迪絲-惠斯克斯是最受歡迎的。

  • So he released the track on Spotify under the name Edith Whiskers

    是以,他在Spotify上以伊迪絲-威斯克斯的名字發佈了這首歌曲。

  • And it shot straight up to the Spotify Viral 50.

    而且它直接升至Spotify病毒50強。

  • Basically, If you can name a record label they reached out.

    基本上,如果你能說出一個唱片公司的名字,他們就會伸出援手。

  • The thing is, Tom is staunchly independent.

    問題是,湯姆是堅定的獨立主義者。

  • And has some pretty strong feelings about major labels.

    而且對大公司有一些相當強烈的感受。

  • I'm their worst nightmare, really, because I'm older than, you know, 19.

    我是他們最糟糕的噩夢,真的,因為我比,你知道的,19歲的年齡。

  • When record labels said to meOh, come and sign with us because you know, these things

    當唱片公司對我說 "哦,來和我們簽約,因為你知道,這些東西

  • can drop off and we help it grow and flourish in its own special way.”

    可以下降,我們幫助它以自己的特殊方式成長和發展。"

  • Well, I go, “Hang on, I've literally got the data from the first one over a year now,

    好吧,我去,"等一下,我已經從字面上得到了一年多以來第一個項目的數據。

  • showing that it basically does roughly the same thing every single day of his life.”

    顯示它基本上在他生活的每一天都在做大致相同的事情。"

  • I just basically said, this is around the kind of money that it would take to get me interested,

    我只是基本上說,這大約是能讓我感興趣的那種錢。

  • because I know this is the money that I will make from these songs.

    因為我知道這是我將從這些歌曲中賺到的錢。

  • That knowledge is really important, especially if you're independent.

    這種知識真的很重要,特別是如果你是獨立的。

  • In 2021, just a few months after going viral, Tom started his own record label.

    2021年,就在走紅後的幾個月,湯姆開始了自己的唱片公司。

  • I thought, let's try it.

    我想,讓我們試試吧。

  • Let's try and create a fair system.

    讓我們嘗試建立一個公平的系統。

  • Let's actually have a completely big rethink about

    實際上,讓我們對以下問題進行一次徹底的大反思

  • how I approach it compared to traditional record labels.

    與傳統的唱片公司相比,我如何對待它。

  • The first thing he nixed was the long tradition of advance and recoupment.

    他取消的第一件事是長期以來的預付和回收傳統。

  • Obviously not go crazy and invest lots of money, but actually invest, you know, one

    顯然,不是瘋狂地投資很多錢,而是實際投資,你知道,一個

  • or 2000 pounds or dollars in someone and say, look, let's make a few songs,

    或2000英鎊或美元的人,並說,看,讓我們做幾首歌。

  • but I'm not looking for that money back.

    但我並不是想拿回那筆錢。

  • So that's the key difference, I think, is you're just investing in people,

    所以這就是關鍵的區別,我認為,你只是在投資於人。

  • rather than it being this odd loan system.

    而不是這種奇怪的貸款制度。

  • I want every artist of mine, on my record label, to understand money.

    我希望我的每個藝術家,在我的唱片公司,都能理解金錢。

  • And the only way they do that is by seeing money come in straight away

    他們這樣做的唯一方法是看到錢直接進入。

  • and understanding how that works.

    並瞭解其如何運作。

  • It has never been a better time to be a DIY artist, but that doesn't mean it's easy.

    現在是成為一名DIY藝術家的最好時機,但這並不意味著它很容易。

  • I'm at the whims of these almighty algorithms at all times.

    我在任何時候都聽從這些萬能的算法的調遣。

  • Like they pretty much decide, you know, whether I'm gonna eat dinner or whatever.

    就像他們幾乎決定了,你知道,我是否要吃晚飯或什麼。

  • A few years ago I started following L.Dre on Instagram

    幾年前,我開始在Instagram上關注L.Dre。

  • way before TikTok was even on my radar

    在TikTok出現在我的視線中之前,我就已經知道了。

  • and it seemed like he always had content at the ready.

    而且似乎他總是有準備好的內容。

  • I just need to make that I'm posting stuff, pretty consistently on any platform I can.

    我只需要讓我在任何平臺上發佈的東西,相當穩定。

  • The fact of the matter is, if you wanna make it today, you either have to have money to

    事實是,如果你想在今天有所作為,你要麼有錢,要麼就得去做。

  • hire people, or you just need to also become a video editor.

    僱人,或者你只需要也成為一名視頻編輯。

  • Also become a graphic designer.

    同時成為一名平面設計師。

  • You definitely have to wear a lot of hats for sure.

    你肯定要戴很多帽子,這是肯定的。

  • Pretty much everyone I talked to said, if you want exposure, you have to be on TikTok,

    幾乎所有與我交談過的人都說,如果你想曝光,你必須在TikTok上。

  • and not only that, you have post post post.

    而且不僅如此,你還發了帖子。

  • We recommended posting three to five times a week

    我們建議每週發帖三到五次

  • and now it's three to five times a day,

    而現在是一天三到五次。

  • Because theres people out there who are willing to put in the extra work,

    因為那裡有願意付出額外工作的人。

  • and you're competing with them now.

    而你現在正與他們競爭。

  • Even if you're an influencer full time, it's a lot of work.

    即使你是全職的影響者,這也是一個很大的工作。

  • But it's just because there's so much content coming in and music is one vertical of many.

    但這只是因為有這麼多的內容進來,而音樂是眾多內容中的一個垂直方向。

  • If you're looking to break as a new artist, that is kind of the requirement.

    如果你想作為一個新的藝術家有所突破,這也是一種要求。

  • The more you post, the more you'll get discovered.

    你發的帖子越多,你就越能被發現。

  • Out of all of the big existential questions this project hit me with,

    在這個項目擊中我的所有重大存在問題中。

  • the one that I can't stop thinking about is this:

    我無法停止思考的是這個問題。

  • Is music just content now?

    現在音樂只是內容嗎?

  • Are musicians just content creators?

    音樂家只是內容創造者嗎?

  • I don't know what the actual meaning of this was

    我不知道這句話的實際含義是什麼

  • but like the video killed the radio star thing.

    但像視頻殺死了廣播明星的事情。

  • There's more to the equation than just your voice on radio.

    除了你在廣播中的聲音,還有更多的東西。

  • And I think that's kind of what you're getting at here is that there's just so much around

    我認為這就是你在這裡得到的東西,就是周圍有這麼多東西

  • your ability to create content.

    你創造內容的能力。

  • On one hand, if you're signed to a label, they can help you with that.

    一方面,如果你簽了一個標籤,他們可以幫助你。

  • But on the other hand, you're signed to a label because you're good at that already.

    但另一方面,你被簽到一個廠牌,因為你已經很擅長這個了。

  • Matt and I spent months poking at prodding at the digital footprint of these 125 artists.

    馬特和我花了幾個月的時間,對這125位藝術家的數字足跡進行了探究。

  • Examining whether or not they would be deemed successful based on how quickly their TikTok

    考察他們是否會根據他們的TikTok的速度而被認為是成功的。

  • and Instagram followers increased,

    和Instagram的粉絲增加。

  • or whether they gained youtube subscribers, and spotify monthly listeners.

    或者他們是否獲得了Youtube的訂閱者,以及Spotify的每月聽眾。

  • But one metric that's just as valuable is touring.

    但有一個指標同樣有價值,那就是巡迴演出。

  • People love you on TikTok.

    人們在TikTok上喜歡你。

  • That's great.

    這很好。

  • Will they pay for a show?

    他們會不會為一場演出付錢?

  • You know, can you start selling merch?

    你知道,你可以開始銷售商品嗎?

  • Like, is there a deeper attachment here?

    比如,這裡有一個更深的依戀嗎?

  • First we looked at, of these artists, how many were touring beforehand?

    首先,我們看了一下,在這些藝術家中,有多少人事先在進行巡演?

  • Unsurprisingly, some of them were.

    不出所料,他們中的一些人是。

  • Among the artists who had never toured before or played a show

    在那些從未進行過巡演或演出的藝術家中

  • about a third of them have had at least one show

    其中約三分之一的人至少有一次演出機會

  • and about 15% of them are actually playing festivals now.

    而其中大約15%的人現在確實在參加節日活動。

  • A decent chunk of these artists have been able to channel their TikTok success into

    這些藝術家中的相當一部分已經能夠將他們在TikTok的成功引導到

  • performing live music, which is often the source of financial security for an artist.

    表演現場音樂,這往往是藝術家經濟保障的來源。

  • You want people to come to your shows and you want people to buy your albums and your

    你希望人們來觀看你的演出,你希望人們購買你的專輯和你的

  • t-shirts and be invested in what you're doing as an all-rounder.

    T恤衫,並作為一個全能選手對你所做的事情進行投資。

  • And actually a viral song is obviously great,

    而實際上,一首病毒性的歌曲顯然是偉大的。

  • but it's about doing something so much stronger than that.

    但它是關於做一些比這強得多的事情。

  • In November 2021, a little over a year after Jake went viral with his mom on TikTok, he

    2021年11月,在傑克與他媽媽在TikTok上走紅一年多後,他

  • played his very first live show.

    他的第一次現場演出。

  • "When you perform for the very first time after everyone said you were just a TikToker."

    "當你在所有人都說你只是一個TikToker之後第一次表演的時候。"

  • That first moment when I was walking onto the stage

    當我走上舞臺的第一個時刻

  • I was walking kind of slow just to like take in what was actually happening.

    我走得有點慢,只是想看看到底發生了什麼。

  • As I sang the first lyrics to the song and everyone was just screaming back at me.

    當我唱出這首歌的第一句歌詞時,每個人都只是回過頭來對我大喊。

  • Like I almost was like speechless.

    我幾乎是無言以對。

  • That target, we were trying to hit of like

    這個目標,我們正試圖擊中,就像

  • let's convert this virality into something real,

    讓我們把這種病毒性轉化為現實的東西。

  • like we hit that target spot on.

    好像我們準確地擊中了這個目標。

This is Jake

我是傑克

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