独家专访CEEK VR创始人玛丽斯皮奥:数字音乐360平台 开拓虚拟音乐资产“新纪元”

2018-09-18 21:12:44 责任编辑:Lily

九个亿财经消息——随着数字化的迅猛发展,音乐盗版的问题层出不穷,从而蚕食音乐产业的版税和收入。这将大大打击音乐创作者的积极性,破坏了音乐生态环境,针对这一情况,CEEK利用区块链技术并完美融合VR技术,以期打造新的音乐生态。

 

据悉,CEEK已经利用区块链技术,比如让用户使用智能合约和CEEK令牌向版权所有者自动支付版权费,从而能够随时随地访问音乐,以此打击音乐盗版行为。

 

针对是如何将区块链技术应用于行业中,CEEK创始人玛丽斯皮奥表示,CEEK现在将区块链与音乐结合所做的相结合只是重新定位,并非再创造。对于音乐作品信息保存不完善而产生一系列的问题,玛丽斯皮奥也表示采用区块链,通过在分布式账本上记录访问权限,简化流程,使其更加高效透明,极大地解决了这些问题。

 

除此之外CEEK 还在全球范围内推广销售音乐VR表演,为艺术家提供无限虚拟门票以及真实商品和数字商品的销售服务。让用户即使身处世界各地,都能够像是亲临现场一样观看表演。给艺术家增加收益的同时,也营造了良好的音乐创造与观赏氛围。

 

目前,CEEK正在打造“娱乐业元界”--由以太坊区块链,ERC20令牌和智能合约技术驱动的互动虚拟世界。

 

由此可见,区块链集成使音乐版权以及虚拟资产认证变得弥足珍贵。CEEK完美的将VR+区块链技术融合应用于音乐行业中,这将形成有价值的音乐生态体系。


 

九个亿财经有幸采访到CEEK VR首席执行官兼创始人玛丽斯皮奥,以下是我们对于本次采访整理的资料,供大家参阅。

 

访谈——CEEK VR首席执行官兼创始人玛丽斯皮奥

 

九个亿:全球对盗版音乐的抵制近年来从未停止,但全球仍有数百万人选择非法音乐下载合流媒体,传统数字音乐发展面临怎样的瓶颈?您觉得这是盗版商的问题还是用户消费习惯存在问题?

Question 1: The global resistance to music piracy has never stopped in recent years, but millions around the world still opt for illegal music downloads and streaming. What are the bottlenecks in the development of traditional digital music? And which do you think is the problem, copycats or user consumption habits?


玛丽斯皮奥:一旦用户习惯发生改变,盗版交易市场就会减少。一些将音乐货币化的新方法,例如采用流媒体播放列表,无限音乐访问便捷化,很大程度上会弱化盗版存在的必要性。现在,越来越多的人会选择能提供免费广告服务的付费流媒体服务。

Once user habits change, there will be little market for pirated content. New methods of monetizing music such as streaming playlists and convenient access to unlimited music are making the role of pirates ineffective on a large scale. More and more people are opting for paid streaming services that provide frictionless access to advertising free content.

 

九个亿:盗版音乐是全球音乐产业面临的一大挑战,2017年盗版增长率超过14%,盗版网站访问量超过730亿,盗版音乐这一顽疾结症到底是什么?传统技术为什么无法攻克非法下载问题?

Question 2: Music piracy is one of the greatest challenges faced in the music industry. In 2017, the rate of music piracy grew by over 14% with over 73 billion visits made to music piracy sites globally. What is music piracy? Why can't traditional technologies overcome the problem of illegal download?


玛丽斯皮奥:音乐盗版是指在未经唱片艺术家或版权所有者同意的情况下复制和发行音乐的行为。而传统方式很难克服音乐盗版,因为目前有许多技术可以轻易地高质量获取盗版。

Music piracy is copying and distributing music without the consent of the recording artist or the copyright holder. It’s difficult for traditional methods to overcome music piracy because there are many technologies that make it easy to pirate content at high quality.


很多国际盗版事件并非由作恶者挑起,而是由那些音乐迷们引发的,他们因其所在地无法获取资源,或支付困难,或不愿意看广告等一些非盗窃本意原因而做出了盗版行为。只有让音乐爱好者轻松地使用令牌访问音乐内容,版权所有者能够获得作品报酬,才会更愿意在新地区开放其作品。CEEK让用户使用智能合约和CEEK令牌向版权所有者自动支付版权费,从而能够随时随地访问音乐,以此打击盗版行为。

A good percentage of international piracy happens not by miscreants, but from music fans who cannot access content in their regions, challenges with payment systems, unwillingness to watch advertising and other reasons other than pilfering.  By making it easy for music fans to access musical content using tokens and for rights owners to get paid for their work, they become more willing to open up their content in new regions. CEEK’s approach to combatting piracy is automatic payments of rights owners using smart contracts and use of Ceek tokens for accessing musical content irrespective of geographic location.

 

九个亿:CEEK提供的非法下载解决方案基于区块链去中心化的特质和安全功能,它如何将音乐发展及利益更好的联系起来?

Question 3: The solution to illegal download provided by CEEK is based on the decentralization and security of the blockchain. Then, how does it better combine music development with benefits?


玛丽斯皮奥:我们针对唱片访问的区块链解决方案是加强音乐消费的可追究性以及访问和使用的便捷性。 我们正在跟踪合法购买的音乐,并向版权所有者支付版权费,无论是那些由于技术不兼容而无法购买付费音乐的人,还是因支付系统问题、广告问题、获取问题而无法访问音乐的人,现在都可以轻松地访问自己想要的音乐。之后,区块链上的水印内容也将有望能够追踪违规行为。

Our solution of recording access on the blockchain is to increase accountability of content consumption and ease of access and use. We are tracking legitimately purchased content and making payments to rights owners who otherwise have no means of enforcement outside their local regions. We are making it easy for everyone to access the content that they want, including people who want to pay for musical content but have challenges due to technology incompatibilities, payment systems, advertising and availability. In the future watermarking content on the blockchain will open opportunities to track where breaches are originating.

 

九个亿:CEEK区块链技术解决盗版音乐下载问题的基础上,是否能够真正解决音乐版权的授权管理、简化版税支付链条?

Question 4: Can CEEK really handle the authorization management of music copyright and simplify tax payment chains with its blockchain solution to pirated music download? 


玛丽斯皮奥:我们旨在通过安全可追究的支付系统增加版权所有者的收入。而那之后他们的一切行为都由他们自己决定。

Our goal is increasing revenues for rights holders though secure and accountable systems that pay them for their content. What they do after that is up to them.

 

九个亿有人说目前谈论区块链平台应用效果还为时过早,区块链在音乐行业中的应用还面临许多挑战,比如新旧版权的转移、作品信息记录保存不完善都将会耗费巨大的转移成本和时间,您这么看这个问题?

Question 5: Some people think that it is quite early to discuss the application effect of blockchain platform and the application of blockchain in the music industry still faces a lot of challenges, such as the transfer of copyright from the old to the new, huge transfer cost and time wasted by the incomplete work information, so what do you think?


玛丽斯皮奥:我们已经有一大堆的音乐在发布和报道中。因此,将区块链技术与我们现在所做的相结合只是重新定位,并非再创造。

We already have a cornucopia of content that we are distributing and reporting on. So the addition of blockchain technology to what we are already doing is simply repositioning the wheel, not reinventing it.


十多年来,我们一直致力于发行数字音乐。我之前创建了XBOX Entertainment 360平台,上面涵盖Eminem等许多数一数二艺术家的音乐。而我们现在所做的一切是多年来我们一直所坚持的自然延伸,我们采用区块链,通过在分布式账本上记录访问权限,简化流程,使其更加高效透明。

We have been distributing musical content digitally for more than 10 years. I created the XBOX Entertainment 360 platform which featured musical content by leading artists such as Eminem and much more. What we are doing is a natural extension of what we have been doing for years, we are simplifying the process and making it more effective and transparent with the use of the blockchain by recording access rights on the distributed ledger.

 

九个亿:试问未来CEEK将如何权衡平台应用中经济公司和艺人间收益主导及分配的问题?

Question 6: How will CEEK balance revenue dominance and distribution between agencies and artists in the platform application in the future? 


玛丽斯皮奥:我们的模型支持音乐公司和艺术家。音乐公司是艺术家中心,可以在各个平台上提供固定听众。而且公司为艺术家提供了大量的资源,这就是为什么当你看到音乐成功金字塔时,收入排名很高的人都是那些大公司的人。

Our model is supporting music labels and artists alike. Labels have hubs of artists, that enables built in audiences for any platform. Labels equip artists with a lot of resources, that’s why when you look at the music success pyramid the people generating most of the revenues at the top are those on major labels. 


粉丝可以购买CEEK令牌观看演出,与喜欢的艺术家进行VIP互动,购买虚拟商品,投票选择心仪的演出场地,享受教育计划和各种VR体验,同时也可以赚取CEEK令牌来实现这些操作。CEEK VR盈利机会很简单直接,我们并不要求Ceekers做任何他们从未做过的事情。我们上一个在Best Buy发布的音乐于24小时内售罄,现在我们正以数字和虚拟方式进行扩展。我们通过捆绑销售有专利认证的VR 头戴式显示器以及在平台上出售优质音乐来实现盈利。

The millions of artists’ fans can purchase CEEK Tokens to attend events, access VIP interactions with their favorite artists, purchase virtual goods, vote for desired venue performances, educational programing and a variety of VR experiences, while earning CEEK Tokens for performing many of these actions. The CEEK VR revenue opportunity is straight forward, we are not asking Ceekers to do anything that they are not already doing. Our last music release at Best Buy sold out in 24 hours, we are extending that digitally and virtually. We monetize through sales of our patent-awarded VR Headset bundles and purchases of premium content on the platform. 


新平台想摆脱唱片公司,要么是太天真,要么就是对音乐业务理解不到位。大多数顶级艺术家都签署了唱片公司并签订了长期合同,这些合同防止他们直接发布音乐,导致数字资产也没有公司的参与。成功的独立艺术家拥有“唱片公司”联盟,可以发行他们的音乐,发布旅游内容或广告。今天唱片公司的作用与往日大不相同。像Vevo虽然是唱片公司,但也为许多独立艺术家发布音乐视频。我们与唱片公司打交道,他们付钱给艺术家。而对于独立艺术家,我们会给和唱片公司一样的待遇,这样他们将获得全部收入。

New platforms that talk about getting rid of labels are completely naïve or have flawed understanding of the music business. Most top artists are signed to labels and have long contracts that prevent them from directly distributing their music and in some cases other digital assets without the involvement of the label. Successful independent artists have some kind of “label” affiliation for distribution of their music, touring or marketing. The role of labels today is quite different from what it used to be. A company like Vevo is owned by the labels but distributes music videos for mega and independent artists alike. Our deals are with the labels and they pay the artist. For independent artists we give them the same deal we give to labels, so they will receive the full percentage.


九个亿:据悉,CEEK不仅仅解决传统技术无法攻克的下载问题,且致力于通过VR与区块链平台融合打造艺人和粉丝互动空间,能不能谈谈这一设想的背景以及整个互动空间生态体系是如何实现的?

Question 7: It is said that CEEK not only solves the illegal download problem that traditional technologies can’t overcome, but also aims to create an interactive space for artists and fans through the integration of VR and blockchain platform. Can you talk about the background of this idea and how to achieve the entire interactive space ecosystem?


玛丽斯皮奥:创建高质量VR内容的过程艰巨且成本高昂,致使许多艺术家望而却步。而我们通过为艺术家创建互动工作室来创建内容,从而加快了这一过程。毕竟内容是实现主流化的重要方面。

The learning curve and cost of creating quality VR content is quite steep making it unattractive for artists to create content. By creating an interactive studio space for artists to create content we accelerate the process. Content is an essential aspect of getting to mainstream adoption. 


我们有良好的工作业绩,曾获得和迪士尼星球大战相同的CLIO奖。还有去年,我们执行制作的专辑赢得了格莱美奖。此外,通过CEEK工作室和平台,我们为Apple,T-Mobile,Berkshire Hathaway的 Richline集团,Sacramento Kings,Orlando Magic和Clear Channel等公司提供了专业知识服务。

We have a proven track record. We won the CLIO Award in the same category as Disney’s Star Wars, and executive produced content that the album won the GRAMMY Award last year. The same level of expertise that we have brought to Apple, T-Mobile, Berkshire Hathaway’s Richline Group, Sacramento Kings, Orlando Magic and Clear Channel etc are what we offer through the CEEK studios and platform. 

 

九个亿:VR自身存在的局限(应用领域繁多、不受限制)让音乐与VR技术的融合面临哪些挑战?CEEK的区块链解决方案是怎样完美融合VR技术的?

Question 8: What challenges does the integration of music and VR technology face due to the limitations of VR itself (with numerous application areas and no limits)? How does CEEK’s blockchain solution perfectly incorporate VR technology?


玛丽斯皮奥:音乐涉及身临其境的故事描绘,而虚拟现实能完美地实现这一点。通过虚拟现实,我们能够将用户带入艺术家的思想和世界。人们对于畅销艺术家现场活动表演的需求很大,光靠个人能力难以满足。CEEK让活动演出在全球范围内推广销售,并为艺术家提供无限虚拟门票以及真实商品和数字商品的销售服务。虚拟现实弥补了之前错失的盈利机会。

Music is about immersive storytelling and Virtual Reality enables that perfectly. Through Virtual Reality we are able to bring users into the artist mind and world. The demand for top selling artists to perform at live events far outweigh their capacity. CEEK extends the reach of events globally for sold-out shows and offers the capacity for artists to sell unlimited virtual tickets, along with real and digital merchandise. Virtual Reality provides the opportunity to earn missed revenue.


CEEK让用户即使身处世界各地,都能够像是亲临现场一样观看表演。区块链集成使音乐版权以及虚拟资产认证变得弥足珍贵。

CEEK enables users to virtually “be there” at live performances, while physically being anywhere else in the world. The blockchain integration enables the music rights as well as authenticating virtual assets to their rarity and value.

 

九个亿:对于移动VR来说,目前最突出和最具挑战性的问题是那些?CEEK将怎么解决此类问题。

Question 9: What are the most prominent and most challenging issues for mobile VR at present? How will CEEK solve such problems?


玛丽斯皮奥:移动VR就像整个VR行业一样,严重缺乏高质量的内容。此外,业内设备分化也进一步加剧了问题的复杂化,而CEEK迎难而上,努力克服这些挑战。我们创建了一个不受设备限制的平台,以便用户访问。此外,由于优质故事和角色驱动的内容具有偶然性和高度可扩展性,我们已经与全球最大的工作室和知名艺术家合作,以期成为这类内容最多产的开发者之一。

Mobile VR just like the entire VR industry suffers from a dire lack of quality content. Device fragmentation in the industry further complicates the issue. These are the exact challenges that CEEK is solving. We have created a device agnostic platform, so that users can access their content no matter their device. We have also partnered with the world’s largest studios and artists to become one of the most prolific developers of premium story and character driven content that is episodic and highly scalable.

 

九个亿:听说CEEK定位是移动VR虚拟互联世界,能不能就此谈谈未来的愿景?

Question 10: I heard that CEEK aims to create a mobile VR virtual interconnected world, can you talk about the future vision?


玛丽斯皮奥:CEEK正在打造“娱乐业元界”--由以太坊区块链,ERC20令牌和智能合约技术驱动的互动虚拟世界。

CEEK is building the Entertainment Metaverse - An interconnected virtual world of exciting venues powered by the Ethereum blockchain, ERC20 Tokens and smart contract technology。


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