台灣動態視覺設計公司於流行音樂之經營模式研究

Abstract

隨著數位化之浪潮，音樂市場已轉向演唱會體驗與數位影音平台之模式經營，因此帶動相關產業之整合。由於設計相關系所之學員畢業人數眾多，國內市場需求較小，動態視覺設計產業市場競爭增加，本研究旨在探討動態視覺設計公司於流行音樂之經營模式。研究透過文獻分析，從Bovet與Martha（2000）之經營模式五大構面，分別為價值主張、掌握利潤、營運範疇、策略控制與執行。從中歸納整合出研究訪談大綱，採取深度訪談法進行研究，共訪談國內十位曾接流行音樂專案之動態視覺設計師，依照訪談後之分析整理並歸納其經營構面。本研究之目的為探討動態圖像於流行音樂之應用現況，及業者之經營模式，並探討動態圖像於國內之發展問題及未來趨勢。 依據訪談資料分析顯示，目前動態圖像於流行音樂之應用分為三大類：音樂錄影帶、流行音樂展演視訊設計、及網路頻道包裝。今日的音樂錄影帶皆以創意面取向，並且給予國內動態視覺創作者較大發揮空間，但由於音樂錄影帶並非如廣告般強調商品特性，因此動態視覺創作者視音樂錄影帶為作品之累積，並非以營利為考量取向。目前動態圖像應用於流行音樂之發展問題為台灣民眾對於動態圖像之普遍認知不足、動態圖像應用及創作過於氾濫、及客戶對於動態視覺設計業觀念仍屬淺白與斷裂。動態圖像為與科技趨勢並進之表現形式，未來將跳脫單一平面並與環境結合，並增加在虛擬實境、擴增實境、或體感式互動體驗等中應用。另外，載體的呈現也日趨多樣，其應用及發揮空間將擴增。流行音樂展演也將邁入跨領域科技結合，運用不同科技提升觀眾之體驗。With the advances in technology, the way of communications has become more diverse. Motion graphics design is a new industry with intense performance styles and can be used in different media and platforms. This study aimed to explore the application and business model of motion graphics to popular music. Through literature analysis, the five aspects of Bovet and Martha (2000) were integrated into the interview outline. The five aspects were value proposition, profit capture, scope, strategic control, and execution. Hence, the in-depth interview method was used to conduct the research. A total of ten motion graphics visual designers who had taken popular music projects were interviewed. The latter analysis was then organized based on the business structure. The purpose of this study was to explore the current state, development issue, and future trends of motion graphics in Taiwan's popular music, and the business model of the industry. According to the analysis of the interview data, the current application of motion graphics in Taiwan’s popular music is divided into three categories: music video, pop music concerts video design, and network channel packaging. In the future, motion graphics will break away from single screens and integrate with the environment. Whether in AR, VR, or somatosensory interactive experiences, motion graphics design will be applied in large quantities. And the pop music shows will also be a cross-disciplinary combination of technology, using different technologies to enhance the audience experience.