wen|yinlexiansheng liqinyu

编辑|范志辉

henduorenmeizhuyidaotiktokzhengzaichoubeideyibudaqi。 

zuijin，zaiguowaidezhaopinwangzhanshang，tiktokfabuleyinlebanquantouzishougoudexiangguanzhiwei。 liangnianqian，tiktokzhengshituichuyinleyingxiaohefaxingpingtaisoundonshi，yeneijiuyourentuice，weilaitiktokhuoxuhuizhujianzhuanbianweiyijiachangpiangongsi。

kehuanzuozhecory doctorowcengtiguoyige“pingtaixiaowanglun”，tuiyanlehulianwangpingtaideshengmingfazhanzhouqi：“yikaishiweilezengzhanghuichongfenmanzuyonghuxuqiu，ranhouweilehezuoshangqulanyongyonghudequanyifuwu，zuihoulanyongyiqienahuizijideliyi。liumeitiheshejiaomeitishidaiyijingfazhanleshiduonian，womenxianzaizhengjiejindisanjieduan。”

zheigelunduanzaidangxiayijingdedaoyanzheng。tiktoksihuzhengzouzaizheiyiyuyandedaolushang，congduanshipinpingtaizhujianyanbianweigengwanzhengdeneirongshengtaixitong。 

jiarutiktokzheibuqi，yidanluoxia，nengfougaibianquanqiuyinlechanyedegeju？ 

招兵买马，TikTok入局版权赛道

jigeyueqian，tiktokyuhuanqiuyinlejituandebanquansibidazhanzhenghuoredeshihou，jiuyouyeneirenshirenweihuanqiuyinleqixiaqukudexiaoshi，huidaozhitiktokqukuzhong60%dao80%deyinleshoudaoyingxiang。 

zaitiktokshangzhengshixiajiaqidailidejin300wanshougequhou，jinnian2yuehuanqiuyinlejituandecaibaodianhuahuishang，huanqiuyinlezhixingfuzongcaimichael nashyinyongleapptopiadeshuju，biaoming2yuexiaxunyonghuzai tiktokshanghuafeidezongshijianjiaoshangniantongqilveyouxiajiang。

yexuzhengshizheiyangdebeijingxia，zaiyuhuanqiuyinlejituanxiuzhanjigeyuehou，tiktokyijingfupanleshangyigecanju，xunsuzuochujinyibuxingdongle，zheiyixingdongyebeitiktokzuixinfabudezhaopinxinxizuozheng。

cong6yue18riguanfangfabudezhaopinxinxikeyikandao， tiktok zhengzailuoshanji、niuyueheshenghesaizujianyinleneirongzhanlvetouzituandui，zhaopinyinleneirongtouzijingli、yinleneirongtouzizhuguanlianggezhiwei。xinzujiandetuanduijiangyu tiktok yinlezhanlvetuanduiheyunyingtuanduihezuo，zhixingshougouxiangmu，yutiktokgaocengguanlirenyuangongtongzhidingzongtizhanlvefangxiang，bingduihezuoheshougoudejieguofuze。 

zhiweimiaoshuzhongjinyibubiaoming，yinleneirongtouzijinglihouxuanrenxuyou3nianyishangzhimingtouziyinxing、zixungongsihuosimuguquangongsigongzuojingyan，houxuanrenxuyaojubeiyanjindexingyeyanjiujilei、miqiejiankongdangxiadeyinletouzigeju，bingxianggaojiguanlicengtigongxiangguanfenxihejianjie，yijikexingdejianyi。

yinleneirongtouzizhuguanzexujubei5nianyishangzhimingtouziyinxing、zixungongsihuosimuguquangongsigongzuojingyan，chuleyutouzijinglixiangtongdejibenyaoqiuwai，haixuyaogengduodezhanlvesiweihelingdaojingyan。 

zhongzhongjixiangbiaoming，tiktokzhengzaituozhanxintuanduiyugaipingtaideyinleneirongzhanlvetuanduiheyunyingtuanduihezuo，gongtongpinggushichangjihuihou，zhixinghezuohuoshougouxiangmu，duiyinleneironghexiangguanzichanjinxingxiangxidecaiwufenxiheguzhi，jiagutiktokyinlebanquandeyewuliantiao。 

“与其租房，不如直接买房”

zaiyenei，changhebanquandajiaodaoderenzonghuitingdaoyigebiyu：dangnihuodeyinledeshiyongxuke，jiuxiangshizuleyitaofangzi，nenggouzaitedingshijiannei、tedingyongtuxiashiyongzheishouyinle，danbuyongyouqisuoyouquan。youdianzaiyuchengbenjiaodi，shiheduanqixiangmuhuoyusuanyouxiandeqingkuang。 

dangnigoumaileyinledebanquan，jiuxiangshimaileyitaofangzi，yongyouzheishouyinledesuoyouquan，keyiziyoushiyong、fenfa，shenzhizaizhuanshou。zhangqilaikan，goumaiyinlebanquankeyidailaigengduodeshouyihekongzhiquan，wuxudanxinshiyongqixianhuoqitaxianzhi。 

leisitiktokzheiyangcong“beixukefang”biancheng“xukefang”dezhanlvezhuanbian，zaijinjinianbingbushiguli。biru，tengxunyinletouzileyidapiruhaikuixidebentubanquangongsi，wangyiyunyinlezaitouzishangbijiaojinshen，danzaineibuchenglileyipiyinlegongzuoshi。 

yutiktokxiangsideshi，zheixiebujudoutongguojianlineibutuandui、zhanlvetouzilaikongzhiheguanliyinlebanquan，congerjianshaoduiwaibubanquandeyilai。 zheizhongcelvebujinzengqianglezaineirongchuangzuoshangdezizhuquan，haitigaolezishenduiyinleneirongdehuayuquan。 

2021nian，tengxunqixiayouxigongsiriot gamesyechenglilechangpiangongsiriot games music。

ruguoshuoduiyouxijiaosebakong、juqinglijie、zhizuotuanduiguoyingshiriot gameschengliriot games musicdewangpai，neime，tiktokzuoweiyongyouchaoguo10yiyonghudeshejiaomeitipingtai，ciqianyijingtuichusoundon、tiktok music、ressodengyewude“luozi”，jiushitiktokrujuyinlebanquandexiantianyoushi。

keyikanchu，tiktoktongguoyinlexuanfashentoudaoyinlefaxing、banquanguanli、yinlerenfuwu，zaijinyibutuozhandaoliumeitifuwu，rujingengshidasuanjianlizijidebanquanshougoutuandui，xingchengleyigewanzhengdeyewubihuan。zaijiechulebanquankunraohou，quebaogengduodeshouyiliuxiangzishendetongshi，jinyibugonggulezheigebihuandeshunchangyunxing。 

congwajuexinzuopindejiaodulaishuo，weilaitiktokjianggengdachengdudizhangkongpingtaishangdeyinlehechuangzuozhe。birushuo，tiktokkeyizairenhedaxingchangpiangongsiyoujihuizhiqian，yuhaizaidaibaojieduandeyishujia/zuopinzhijieqianyue，yihuodeqiyinlebanquan，congeryouxiaodijieduanxinxingyishujialiuxiangdaxingchangpiangongsi。

lingyifangmian，laogefanhong、lengmengequturanchuquan，zheizhongxianxiangbuguanshizaitiktokhaishizaiguoneidouyinpingtaishangzaoyishichangtai。biruhaiwaide《love is a long road》、《baby by me》dengjingdianlaoge，doucengzaitiktokdeduanshipin“ciji”xiazhongxinfanhong。zaitiktokyinletouzituanduikaishiyunzuohou，huoxuhuidapiliangcaimaijingdianlaoge、youqianlidelengmengequyitiqianbuju。 

duiyutiktokeryan，zheiwuyishiyongjiaodidechengbenhuodegaohuibao，jikeyifengfupingtaideyinleku，youyouxiaobimianciqianyuhuanqiuyinledemaodunsuodaozhideleisi“jingyin”wenti。

keyituice，ruguotiktokkaishidaguimoshougouyinlebanquan，huoxuhuiyinfaqitajingzhengpingtairuyoutubehemetaxiaofang。zheizhongxianxingzheyoushishitiktokzaibanquanshichangshangzhanjuzhudong，yinlingxingyequshi，tongshiyejiadalejingzhengduishoudeyali。 

zhengru midiafenxishitatiana cirisanosuoyan，“bijing，dangnidouyoushilimaifangzile，weishahaiyaolangfeiqiantaozujinni？”qishizhangyimingcengyouyijugengwenyideshuofa：“yuqizaibierendehuihuangliyangwang，buruqinshoudianliangzijidedenghuo。”

zheiyangdegushi，zaiyinlexingyeneiwaidoulvjianbuxian。 

字节跳动的第三条路线

jinnian4yue，midiafabulebaogao《bifurcation theory：how today’s music business will become two》（《fenchalilun：dangjindeyinlexingyedelianggefazhanfangxiang》）zhongtidao，yinlechanyedeweilaizengzhangdianbujinjinzaiyuxiaofei，haibaokuoneirongchuangzuo，zhiyushixuanzecijixiaofeihaishiziyangchuangzuo，zeshipingtaifangzhiguanzhongyaodeyihuanjuece。

dangxiadeyinlepingtaidaduogengguanzhuqianzhe，erweilaideshijiao，quexuyaoyouxiankaolvhouzhe。 

yucitongshi，tinggeshichangyebeifenlielianggepingxingshijie：yileishizailiumeitipingtaishangjinxingzhuliu、beidonglingtingde“tingyinle”；lingyileishizaishejiaopingtaishangjinxinghudongyinletiyanhejiaoliude“wanyinle”，zheizhongfenhuayejiangyinlewenhuayuyinlebianxianfenlikailai。

erzijietiaodongzujianbanquantouzituanduizheiyibuqi，zeyiweizhetiktokbingweizai“fenliedepingxingshijiezhong”zuochuxuanze， ershikaipiledisantiaoluxian，jitongguozhangkongyinlebanquan，jiangzheilianggeshijieyoupinjiezaileyiqi。

zailiumeitizhudaode“tingyinle”bankuai，zijietiaodongtongguoresso、qishuiyinlehetiktok musicdengfuwu，liyonggexinghuatuijianheyuduanshipindeshenduzhenghe，zengqiangleyonghudeyinlefaxianhehudongtiyan。zheixiepingtaitongguodouyindeliuliangdaoru，xingchengleyonghucongfaxianyinledaoxiaofeiyinledebihuan，tishengleyonghuliucunlvhepingtaidehuobihuanengli。

eryishejiaopingtaizhudaode“wanyinle”bankuailaikan，quanqiufanweinei，meitianzaitiktokshanghuafeidepingjunshijianwei95fenzhong，birenheqitashejiaowangluodouduo。zuoweiquanqiudiwudashiyongzuiduodeshejiaopingtai，tiktokyongyou15.8yihuoyueyonghu，zairuciguimodeyonghuchili，tiktokrengzaitongguozishenshuxingjinmiwanshancongneirongchuangzuodaotuiguangdeyinleliantiao。 

zhanzaiyinlechanyedebantushang，tiktokshibibuhuijiangduiweilaideduzhufangzaiyigelanzili。 

zujianyinlebanquanshougoutuanduizheiyijucuo，bujinshiweizijietiaodongbuzuleyinleyewubankuaizhongdezuihouyikuaipintu，lianjielechuangzuohexiaofeiliangdabankuai，yeshijiyuqixianxiachengshudeneirongchuangzuoyushejiaoxitong，qiaodonggengdafenedehuobihuaquanlidejinyaochi。

conggengzhangyuandeshiyekan，suizhetiktokduiyinlebanquanzhangkongjiashen，zijietiaodongweilaigengfuzadeyinleyewuwuyijiajuleduishijian、zhanlve、jingliheziyuandetiaozhan。 

raner，nengshixianqixiongxinbayedeguanjianzaiyunengfoujiangzheixieziyuangaoxiaozhenghe，yishixianzhenzhengdetupo，fouzeyenanmianxianru“chashengwenjuduo”dezhiyi。