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网易云音乐内测「MUS」App,试水音乐

MUS的用户主要是高颜值、高学历、有音乐品味的年轻人,用户可以在里面找到喜欢的聊天对象,

Tech星球独家获悉,网音云音乐于近期测试了一款名为“MUS”的新产品,根据App Store中的产品介绍可知,这是网易云音乐推出的首款基于音乐的社交App,“MUS”取自“Music with us”的缩写,其Slogan为“音乐连接你我”,产品仍处于内测阶段,需要邀请码注册才能使用。 

Tech星球体验后发现,MUS的社交玩法是,通过音乐认识性格和兴趣相契合的好友,具体则是基于系统对用户听歌数据的解析,比如双方收藏歌曲是否相同、循环的歌曲是否大部分相同,以及听歌时段是否相近等,再通过匹配机制为用户匹配到同频共振的人。匹配成功后,还可以查看与同频朋友的详细共同点。此外,MUS还会通过音乐解析用户的“性格”,总体看来,MUS的社交匹配机制有点类似于Soul。 

通过音乐匹配成功的用户,可以高效聊天,“高效”主要体现在聊天模式是倒计时模式,这样可以避免骚扰和尬聊,只有真正在音乐上志趣相投的人,才能成为最终的音乐朋友。 

MUS的用户主要是高颜值、高学历、有音乐品味的年轻人,用户可以在里面找到喜欢的聊天对象,这让MUS有一定的社交准入门槛。虽然这样的做法让社交质量更加的优质,但这样的标签无形中会使MUS将更多的用户拒之门外,后期若撕掉这种“用户标签”,将让MUS在用户的发展上走得更远。 

综合看来,MUS是一款基于音乐匹配的社交产品,对于网易云音乐而言,这款社交产品的出现,能够更好的为网易云音乐用户提供一个独立的社交平台,达到“音乐连接你我”的社交目的。 

实际上,近些年,网易云音乐频繁在社交领域试水。2019年,网易云音乐内测“云村交友”小程序,用户可以该小程序认识和自己听歌品味相似的小伙伴,后推出“因乐交友”功能,可以匹配到和自己兴趣相投的人,并与对方在线聊天。近期,网音云音乐还推出“测测你的MBTI恋爱人格”活动,调起年轻人的互动积极性。 

网易云音乐做社交并不难,因为音乐是社交的一个完美媒介,而且音乐也是兴趣的一种,用户间很容易通过音乐找到共同的聊天话题,基于音乐可以完成从初次认识到成为好友的社交闭环,最终通过社交达到粘合网易云音乐用户的目的。 

此外,社交也是变现的重要场景,根据网易云音乐的2022年财报显示,一季度,网易云音乐社交娱乐服务月付费用户数达118.17万人,同比增长约170%。可见社交对于网易云音乐在营收上占据着重要位置,MUS的出现,或为网易云音乐打造新的变现场景。 

网易云音乐的野心早已不局限于音乐,除了此次在音乐社交上进行探索外,网易云音乐还在K歌、直播、陌生人社交等方面进行布局,分别推出过“音街”、“LOOK直播”和“心遇”等产品,形成了自己的产品矩阵,并逐步对标腾讯音乐的产品体系。 

不过,音乐社交在国内还处于一种新概念,还没有真正意义上取得成功的音乐社交产品,网易云音乐的“MUS”的出现,将推动音乐社交的发展,形成新的社交玩法。当然,对于网易云音乐而言,能否占领该赛道,并成为继网易云音乐App之后的爆款产品,将更加值得外界所关注