MUS, the first social music app released by NetEase Cloud Music, was officially opened on September 27 for registration. MUS, short for Music with Us, is designed to match groups of users with similar musical tastes.
MUS began private testing at the end of March and is now officially open to users. The app’s system analyzes song data, such as which are collected and frequently played by users and the music listening period. Then the system matches the user to others with similar patterns. After pairing, both parties can see each other’s detailed commonalities.
Currently, MUS has three interactive sections, namely “recommend”, “hear” and “voice”. The recommendation section is subdivided into “friend mode” and “music mode”. In friend mode, users can not only find high-quality music, but also effectively meet friends with the same taste. In music mode, users can follow others recommended by the system.
The “voice” section is an innovative feature of MUS and an extension of NetEase’s music rating feature Cloud Music. The board recommends a few songs a day to users, with many comments awaiting response. The voice section now shows updates from friends, which will be followed by a voice message download feature.
According to NetEase Cloud Music, more than 75% of MUS users live in China’s first- and second-tier cities, and users aged 23-30 account for nearly 50%. Considering the offline social needs of these young users, MUS will add an offline section and organize offline activities regularly.
As early as April 2013, when NetEase Cloud Music was launched, NetEase Founder Ding Lei said it reflects important social elements. Ding defines NetEase Cloud Music as a mobile music community, with social functions such as music reviews, playlists and annual listening reports, which focus on music discovery and sharing.
NetEase Cloud Music began testing in the social field of music as early as 2018. In the annual music listening report in 2018, the system automatically recommends users with others with similar tastes, and then the two sides can start to discuss. In May 2019, the predecessor of MUS – the mini program “Make Friends with Music” – was launched, marking the first time that NetEase Cloud Music has tested the function.
SEE ALSO: Tencent Music gears up for Hong Kong IPO as IPO
The social entertainment sector is considered the second growth axis of NetEase Cloud Music, which is already listed on the Hong Kong Stock Exchange. In the second quarter of this year, social entertainment and other services revenue was approximately $2.47 billion ($345 million), up 56.7% year-on-year, representing approximately 58.2% of total revenues. The social entertainment service has 1.2 million paying users per month. From the promotion point of view, NetEase Cloud Music attaches great importance to social products. In the second quarter of this year, its sales and marketing expenses increased from $155 million to $326 million, mainly due to an increase in marketing expenses for music-derived social entertainment products.
In addition to MUS, NetEase Cloud Music has also launched products for karaoke, live streaming, stranger social networking and other fields. Its product matrix is gradually catching up with Tencent Music entertainment.