Music Communication Strategies in the Era of Digital Culture Industry: An Examination Centered on QQ Music Platform

The integration of the music industry and technology has become the main direction of the development of the domestic music industry, and the digital music industry derived from it has become a new mode of development of the music industry. Among the existing major digital music platforms in China, QQ Music Platform has undoubtedly become the leader in the operation of digital music industry because it has taken the lead in announcing profits. The article attempts to analyze the five existing business models of QQ Music, namely, "user audition and payment model", "music socialization model", "advertising and marketing model", "value-added service model" and "digital album sales model", in order to explore the music communication strategy in the era of digital music industry.