The number of viewers per day is over 10 million.
Why is the museum live so hot?
"Welcome everyone to leave a message and tell me what you want to hear." On the evening of March 14, Bai Xuesong, an interpreter at the Beilin Museum of Xi'an, completed the fifth live broadcast on the Taobao live broadcast platform, with over 300,000 views and over 3.4 million likes. . Since the first live broadcast on February 23, Bai Xuesong has become popular on the Internet for his humorous and lively explanations, and has been referred to by netizens as "Li Jiaqi of the Literary and Art Industry" and "Xi'an Dou Wentao".
Beginning in February this year, Douyin, Taobao, Tencent, Kuaishou and other large-scale Internet platforms have successively hosted "Cloud Travel Museum" live events, with dozens of museums across the country participating. Netizens responded enthusiastically and watched more than 10 million views per day. As a new way for museums to provide cultural services during the closed period, live broadcast is popular with audiences and social attention, and has become a new trend for the digital development of the cultural industry.
Bai Xuesong explained the photo provided by Bai Cedar at Xi'an Beilin Museum
The artefacts spoken are alive
"The first live broadcast on the Internet, I was a little nervous at the beginning, prepared a lot of information. But when the live broadcast was more relaxed, I opened a conversation. I did not expect my live broadcast would be so hot." Bai Xuesong said in an interview with this newspaper .
Without progress, there are no cultural relics. In my living room, I used a mobile phone and a tablet computer to display cultural relic pictures and talked in a talk show for two hours, which attracted hundreds of thousands of people to watch online-Bai Xuesong's Popularity is somewhat surprising.
Prior to this, the popularity of Xi'an Beilin Museum was not high. After Bai Xuesong's live broadcast was on fire, many netizens became interested in this “hidden hidden” national first-level museum, and they have left a message saying that they will visit when the museum is restored. Its Taobao official store fans increased to 25,000, and sales of related topography, copybooks and other products also increased significantly.
"Beilin is so willful, letting Daxia Shima so precious cultural relics look at the toilet." "Li Dan is Liuwei's Emperor's pill. There are six emperors in the family. He is also his mother Wu Zetian's intimate secretary." Bai Xuesong's live broadcast I do n’t follow the routine, I often shake up and talk, and the “golden sentences” come out frequently, which is impressive. "The cultural relics that Mr. Bai talked about are like alive, they all have their own temper, nature, past and present." Netizen Zhang Minxing commented.
Bai Xuesong believes that most viewers don't like the long description of the shape, material and age of a cultural relic in the live broadcast room. "I will pay attention to the interpretation of different cultural relics, from Wang Xizhi's stele to Li Shimin's tomb relief carved Zhaoling Liujun, combined with some paragraphs and pictures."
After working in Xi'an Beilin Museum for 8 years, Bai Xuesong usually explained more humorously and liked to interact with the audience. "I have high requirements on my profession and maintain a large reading volume every day. On the basis of reading, I add my own thinking to internalize the knowledge about inscriptions and cultural relics."
Ms. Jin, a Shanghai netizen, passed from Li Jiaqi's live studio. "That was the first live broadcast of Teacher Bai. It was particularly interesting. I saw the playback at 2:30 in the morning, and I squatted on time in the live broadcast room and waited for Teacher Bai the next day." Ms. Jin went to the Xi'an Beilin Museum twice, compared to the scene She explained that Bai Xuesong's live broadcast was more interesting. "He has a strong divergent thinking and can connect with various knowledge points. During the live broadcast, he often asks us questions. I can guess the answer to some questions, and it is even more interesting." Ms. Jin recommended the live broadcast to friends around her. They were all "circled" by White Cedar and wanted to go to Xi'an Beilin Museum.
"Many people actually like cultural relics, but they often lose sight of obscure knowledge. I hope that through my live broadcast, more people will fall in love with the museum and feel the charm of traditional culture." Bai Xuesong Say.
Photo courtesy of Taobao live broadcast at the National Museum of China
More than half a day visits
On February 23, the Gansu Provincial Museum held two live broadcasts on the Taobao live broadcast platform. "The number of live online users in the live room is up to more than 900,000, which is more than half of our total audience last year, and the number of likes has exceeded 500,000." Netizens responded enthusiastically and surprised the history of the Deputy Director of the Gansu Museum.
The live broadcast showcased the rare treasures of the town hall such as Bronze Horse, and also launched interactive activities such as award-winning quizzes and more than 60 exquisite cultural and creative products for the audience. "I finally saw the original copper galloping horse" "This is a great way" "It will be good if there is a live broadcast in the future" ... Seeing so many netizens like it, Wang Xuelin, the interpreter of the Gansu Provincial Museum who tried to broadcast live for the first time, was very happy.
On March 1st, the Potala Palace with a history of 1388 hosted the first live webcast, and opened a collection of rare exhibits to the public. The number of viewers exceeded one million in one hour. On March 9th, the Potala Palace re-entered the Taobao live broadcast room again, and it was also the first live broadcast with a 5G signal. The picture was clearer and smoother.
According to incomplete statistics, during the period when the museum was affected by the epidemic, more than 30 well-known domestic museums such as the National Museum of China, Dunhuang Research Institute, Nanjing Museum, and Suzhou Museum held live broadcasts on platforms such as Douyin, Taobao, Tencent, and Kuaishou. Some museums participated in multiple live broadcasts on different platforms. In addition to sending gold commentators and cultural relic experts, the curator personally went on horses to tell the national treasure story to the audience.
"The active cooperation between cultural institutions and Internet giants to carry out live broadcasts is based on the common needs of both parties." Huang Yang, an associate professor in the Department of Cultural Relics and Museums of Nanjing Normal University, analyzed this newspaper. On the one hand, museums need to use the Internet to achieve "narrow broadcast" to " The expansion of “broadcasting” spreads museum culture more widely using live broadcast, a popular method today. On the other hand, Internet companies must also provide high-quality content to the audience. The museum's cultural resources are very rich and it is a huge IP treasure house.
Yu Feng, general manager of Taobao's content e-commerce business department, said that the live broadcast of the museum can achieve the effect of “taking people, bringing goods, and creating brands”. Online live broadcast has expanded the museum's reception capacity. Because there is no pressure from offline passengers, the museum can display areas that were not open before and rare cultural relics that were rarely displayed, providing more detailed and in-depth explanations for everyone. "The future visits may become like this-first learn about this museum or scenic area through live broadcast, yearn for it, and then form a real itinerary. After you go, fall in love with that place, you can continue to pay attention to it by watching the live broadcast Dynamic, to achieve a deep 'return tour'. "
Photo courtesy of Taobao live broadcast at Gansu Provincial Museum
Live broadcast should be normalized
"Although the museum live broadcast is a product of a special period, in the long run, it is also an inevitable choice for museums to achieve people-oriented and multi-channel fulfillment of public needs. It is a new trend in public cultural services in the Internet era." Huang Yang believes that after the epidemic, The cultural expo community should rethink the museum's positioning and mission, and how to adapt and effectively use new media to provide cultural services. During the normal opening period of the museum, some live events can also be planned to better disseminate culture and knowledge.
"Online live broadcasts are very different from the explanations in the exhibition hall. Details such as content organization, interaction methods and even tone and tone need to be redesigned." Huang Yang said that there is no fixed mode and fixed lines for live broadcasts, and the knowledge accumulation and resilience requirements of the anchors are required. Very high. Netizens have all kinds of problems. Without a deep cultural accumulation and broad knowledge, it will be difficult to cope. "Bai Xuesong broadcasts everything from the life of the calligrapher to the structure of the typeface, from the historical allusions to the legends of the wild history. This is by no means a temporary preparation, but an accumulation of 'ten years of work off the stage.'
In order to better interact with netizens, Bai Xue released Sina Weibo. "I want to share some knowledge and insights about cultural relics with netizens through Weibo. Netizens can also talk about topics that interest them, and I will collect materials based on this to prepare for future live broadcasts." Bai Xuesong revealed that the future may Live broadcasts on more platforms such as Douyin, Bilibili, and other live broadcasts will focus on some cultural topics, such as the four famous works, Jin Yong's novels, and Shan Hai Jing.
"This live broadcast provided everyone with a new way to 'unlock' Gambo, and also made us realize the importance and obvious advantages of online communication." Shi Ji said, "We will continue to explore in this area to enrich and update Ying's content and form lead everyone to continue to 'gambling' Gambo. At the same time, I hope that this will attract more people to the museum, through online and offline interaction, to provide everyone with a better visit experience. "