“音乐天后”蕾哈娜发行NFT售罄,音乐NFT赛道该如何破局?

币界网Published on 2023-02-22Last updated on 2024-08-06

币界网报道:

近期,9 座格莱美奖得主、音乐天后蕾哈娜(Rihanna)的曲目《Bitch Better Have My Money》通过 Web3 音乐初创公司 AnotherBlock 铸造并发行了音乐 NFT。这个音乐 NFT 限量 300 个,售价 210 美元,在开售后几分钟内便售罄。在「美国春晚」超级碗当天,蕾哈娜也在中场秀中进行了该曲目的表演。截至 2 月 17 日,Bitch Better Have My Money - Rihanna NFT 地板价达 0.39 ETH(约 650 美金),对比初始价格在一周内涨超 210%,交易量近 160 ETH。

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蕾哈娜发行音乐 NFT 是一次 NFT 与音乐相结合的很好尝试。在传统音乐行业中,谁能从流媒体中获得报酬,取决于谁拥有音乐版权。对于大多数的音乐来说,音乐版权并不在创作者手上,相当大的一部分权利是由唱片公司和专业投资基金所拥有。大的唱片公司拥有更丰富的行业资源与人脉,在强大的资本化运作下,旗下创作者的歌曲销量是独立音乐人所望尘莫及的。尽管销量强大,没有版权,这也意味着绝大多数的版税收入是流入创作者以外的口袋中。


据 Manatt, Phelps & Phillips, LLP (2018 年)数据,在主要的美国音乐流媒体版税分成中,Spotify 将 58.5% 分配给版权所有者,6.12% 分配给机械复制版税,6% 分配给表演权费用,29.38% 为流媒体平台自己所有;Apple Music 将 58% 分配给版权所有者,6.75% 分配给机械复制版税,6.75% 分配给表演权费用,28.5% 为流媒体平台自己所有。其中,表演权费用由表演权利组织负责收取,在收取的表演权费用中,将扣取 16%-18% 作为盈利方式;机械复制版税即流媒体平台向出品方购买歌曲的录音、发行权利所需要支付的费用,机械版权需要通过专门的管理机构哈里福克斯代理公司获得,其将在版税中抽取 11.5% 的佣金。音乐版税收入主要与音乐在流媒体平台中的点击次数成正比,但不难发现,在 Web2 流媒体上,版税收入已经被各种费用切割的七零八碎,且分配方式极其复杂。最终数据表明,唱片公司旗下艺人(创作者)大约能获得版税收入的 16%-18%;但如果是拥有版权的独立音乐人,版税收入约为 40%。


当然抛开收益谈收益率是不恰当的,依托唱片公司的资源和资本,能为创作者的职业生涯提供方方面面,但这也让创作者陷入了一个不平等的地位。将音乐与区块链相结合,用 Web3 和 NFT 的力量有可能改变这种不平等的权利架构,以及能让版权所有者 / 创作者获得更公开透明及时的版税收入。不过,需要强调的是,这并不能解决获得多少版税收入的问题。AnotherBlock 为创作者提供了通过 NFT 分享版税的解决方案,让他们拥有可以直接出售作品的权利,没有中间商。在 Spotify 和 Apple Music 这样的 DSP 流媒体所产生的版税收入,将通过 AnotherBlock 在区块链上从法币转化成加密货币,存入智能合约中为创作者所有。另外在 AnotherBlock 上发布的音乐歌曲的版权是由 NFT 持有者和权利人(创作者)基于现实世界合同所担保的,受现实世界的法律所保护,该合同将会存储在 IPFS 上。当 NFT 每次在二级市场流转中,创作者都能收取自定义的版税收入(蕾哈娜音乐 NFT 为 5%)。因此,对于拥有版权的创作者来说,其收入主要来自于音乐 NFT 铸造费用、音乐 NFT 二级市场交易版税收入,以及音乐在流媒体等平台上传播所被支付的版税(由链上直接分配)。


除了让创作者受益,此次发行的蕾哈娜的音乐 NFT 也是将音乐部分版权售卖,让持有者也能享受部分版税,共享版权带来的收入。AnotherBlock 允许音乐 NFT 持有者获得部分流媒体收益,可以获得蕾哈娜该歌曲流媒体版税的 0.0033%,并将根据流媒体收入每六个月给予持有者一次支付,持有者将在 2 月 16 日收到第一笔收入。根据 AnotherBlock 预估,蕾哈娜歌曲 NFT 版税能给予持有者收益约每年 13.65 美元的收入。尽管金额有限,但在某种意义上也是与粉丝互动的一种新方式。


但受限于音乐 NFT 的传播不如 PFP 的视觉效应来的更直观和有渗透力,音乐 NFT 赛道一直处于不温不火的阶段。一方面,正如前面所说的,现在拥有广泛知名度的歌手基本都是属于某唱片公司旗下,其音乐版权本身不在手上,那么发行音乐 NFT 的权利首先就不在创作者手上,音乐 NFT 平台不可能从根本上改变这一点。即便是蕾哈娜本身,也只是用自己在 2015 年发行的旧曲目在新圈子发行作品,这更可能是背后公司的一种策略,以作为吸引婴儿潮年轻一代关注的噱头。另一方面,独立音乐人的培养和发展周期很长,且存在一些运气成分,而音乐 NFT 平台本身缺乏造星实力,没有流量的歌手即便有好的版税收入模式也仍然是无济于事。


总的来说,NFT 与音乐的结合,是将复杂的传统音乐中的分发产业链转化为「创作者在音乐 NFT 平台上发行音乐 NFT 并出售给用户」的简化路径,而部分版权的让渡则属于附加加分项。但音乐产业链不止分发一环,还包括造星、综艺、粉丝经济等多个环节。目前 Web3 音乐平台渗透度还有限,但在分发阶段也还有很大的可塑性,比如重视音乐 NFT 专辑封面的设计,让其在观感上更符合现在 PFP 的审美;推出全民歌手选拔计划或者原创歌曲赛事,让用户成为创作者,让用户选择创作者,并给予相关创作者激励等。


文章转载来源:吴说
作者|Maverick



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