The Research On Campus Music Crowdfunding Publishing

Campus music, as an artistic form reflecting college students life, with a brand of the times on whether theme or style, which formed the campus of audio-visual products, can be regarded as special products in the environment of the campus culture. The scattered communication resources in most campuses and the spontaneity of music creation, due to the lack of a mature business model and communication mechanism. While the traditional audio-visual publishing industry, which is faced with the problem of subject homogeneity and a single business model, also cannot provide high quality of external operation mechanism for the campus music. Crowd funding as one new type of Internet finance, which is characterized by openness and low threshold, interactive and social, creative and strong experience, has a profound effect on the production, circulation and the main body of the traditional publishing industry.The article is analyzed based on the inherent process of traditional publishing, combined with the agenda setting, opinion leaders and other communication theories. And from long tail theory regards the phenomenon of the small transmission, to explore the production and dissemination of the campus music crowdfunding publishing finally. Through the campus original music CD "1037" of crowdfunding publishing case to carry on the empirical analysis, the feasibility of the model is verified. And the original strategies of the crowdfunding publishing has been optimized aimed at deficiency.