MUSIC
Melon Unveils 'Meloner Lab' Report, Highlighting Latest Music Listening Trends
Ahead of a major service overhaul, Melon, operated by Kakao Entertainment, has shared the results of the first two weeks of its user-participation campaign, 'Meloner Lab,' which runs from October 10 to 29, through Melon Magazine.
'Meloner Lab' is a virtual space where the character 'Marlang' listens to customer feedback and analyzes data. Over three weeks, the lab compiles users' music habits through themed polls. The 'Analysis Report,' which combines survey responses and usage data, is updated in real-time on the campaign page.
The first week's survey revealed users' demand and expectations for personalized song recommendations. The second week's survey showed that users prefer a simpler way to listen to familiar music, influencing their overall service usage.
In fact, as of 2024, the playback of Melon's recommendation services like MIX UP increased by 89.7% compared to the previous year. Among all users, 69.6% listened to music through personalized recommendations, and 59.6% discovered new songs via Melon's various recommendation services.
Melon plans to incorporate the analyzed user data from this campaign into its overall service. The platform is preparing a new service overhaul focused on 'trends' and 'recommendations' to allow users to explore music trends and personal preferences more intuitively.
The 'Meloner Lab' campaign also features a 100% instant win event. In the current third week, users can respond to questions related to their music records. By sharing the campaign with friends through the 'Share and Receive Gifts' button, participants can instantly win prizes such as 1 million KRW in cash (1 winner), smartwatches (3 winners), Melon Cash, and snack gift coupons.
A Melon representative stated, "Melon's core user base has advanced the listening culture by utilizing various platform features, driving the growth of the domestic music industry. We will objectively analyze and utilize over 20 years of accumulated big data to further strengthen Melon's unique competitiveness alongside a significant platform innovation."
