Research On The Dissemination Of Musicians Section Of Netease Cloud Music Paltform From The Perspective Of "Gatekeeper" Theory

In recent years,original music has attracted more and more attention.Xiami Music is the first music online platform to launch support activities for original musicians in China.After that,support programs for original musicians have mushroomed on various online music platforms.Net Ease Cloud Music is no exception,and has launched "Stone Plan","Hard Place Around the Fire Night","Yunti Project","Star Collection · Songwriting Competition".It has made remarkable achievements in supporting original musicians.Up to now,Net Ease Cloud Music has become the platform with the largest number of original independent musicians.In2022,the upgraded version of "Yunti Project" will be launched,with more comprehensive support measures for Net Ease Cloud music musicians,and inject more possibilities for the development of original independent musicians.Net Ease Cloud Music’s support measures for original independent musicians cannot be separated from the mechanism behind the platform.This paper takes the musician section supported by Net Ease Cloud Music’s "Yunti Project" as the research object,takes "gatekeeper" as the research theory,studies and discusses the "gatekeeper" mechanism behind the platform operation,analyzes and summarizes how the "gatekeeper" mechanism affects the communication types and methods of musicians on the platform,and what its effects are.Summarize the problems and give constructive development suggestions.The research finds that the operation mechanism of musicians’ works cannot be separated from the communication type and mode of the platform,and the double "check" operation of platform technology and internal staff pervades every link of communication,affecting the communication type and mode,and thus restricting and influencing the communication of musicians’ works.On the one hand,this "gatekeeping" approach promotes the benign spread of music,enricheds the types of music works on the platform,helps the platform and even domestic music improve copyright issues,and guides audiences to pay attention to the works of original independent musicians.On the other hand,the "gatekeeping" mechanism also has some problems.It excessively interferes with music creation and content production,emphasizes the marketability of music,ignores the law of music art,and reduces the quality of music transmission to some extent.At the end of the paper,constructive suggestions are put forward to improve the standards and qualities of "gatekeepers" on the platform,so as to further promote the music sector on the platform.