YouTuber與網路流行音樂之關聯性

YouTub 使用者人數當今已突破10 億人，幾乎是全體網際網路使用者人數的三分之一。全世界的使用者每天產生的觀看次數高達數十億次。本研究將會探討YouTube 作為一個最大市占率的網路影音平台，是否對臺灣的唱片工業造成衝擊，而傳統的行銷模式面對YouTube 平台的傳播特性又作出了甚麼調整。第二，筆者藉由與國內YouTuber 影音工作者的音樂合作機會，分別與國內YouTube 訂閱人數20 萬以上，或是影音作品單支閱率超過200 萬的YouTuber 工作者進行深度訪談，了解YouTuber 創作者的傳播模式，以及他們對於網路音樂的看法。筆者藉由與YouTuber 合作發表之歌曲作品中分析，以數據探討點閱率、觸及人數及網路討論熱度與音樂作品之關聯性，並以自身音樂製作經驗統整出網路音樂的特性。撰寫此文旨於記錄分享YouTuber 及網路音樂對臺灣流行文化的影響，希望對影音創作者及音樂創作人有所幫助。

關鍵字

YouTube ；流行音樂；網路音樂； YouTuber ；網路紅人；點閱率

並列摘要

The number of YouTube users has surpassed one billion, which is almost one third of the total number of users of the internet. The number of views produced by users worldwide has reached the billions. This paper will explore what impact YouTube, as one of the largest audio and visual platforms in the market, has had on albums in Taiwan and what the traditional music industry has done in the face of YouTube’s broadcasting properties. Secondly, the author will utilize past opportunities of collaborating with YouTubers to conduct in-depth interviews with YouTubers within the country that have more than two hundred thousand subscribers or those who have hadmorethantwo million views on a single audiovisual upload and understand YouTubers broadcasting methods and their views on internet music. The author will analyze songs that have been released from YouTubers who he’s collaborated with. The author will utilize data to explore the relationship between viewership, the number of people reached, and the amount of discussion on the internet with music. The author will also utilize his own production experience to integrate the unique properties of internet music. This paper hopes to help audiovisual artists and music artists by sharing the effects YouTubers and internet music have had on Taiwanese mainstream culture.