Embrace the new scene and enjoy the new experience (decoding·cultural digitization)
core reading
Watching performances, listening to concerts online, watching exhibitions in the "cloud", and ordering a drama through mobile APPs... Nowadays, with the rapid development of digital culture, more and more online and offline integration and online presence are combined. Cultural activities provide people with more splendid spiritual food and constantly enrich the cultural experience of users.
From the softly sung "Pingtan Famous Masters Concert" to the passionate "Spark and Giant Waves - Special Plan to Commemorate the 90th Anniversary of "September 18"; , opera "The Marriage of Figaro"... Every Saturday night, the online performance of the National Centre for the Performing Arts will "meet" the audience on time.
In addition to watching performances, nowadays, increasingly rich digital cultural activities and endless new scenarios of digital cultural consumption continue to bring fresh cultural experiences to users and meet people's spiritual and cultural needs.
Covering a variety of art categories, popularizing personalization online
Since the launch of its first online performance on April 11, 2020, the NCPA has launched more than 120 online performances, including concerts, operas, dances, dramas, operas and other artistic categories. The total number of hits on the entire network for the last series of performances exceeded 3.4 billion.
Some netizens left a message: "I hope the high-level performance and content can continue and integrate elegant art into life."
Since 2021, the NCPA's online series of performances have continuously launched special plans. "Art for the People - NCPA Online Special Program to Commemorate the 80th Anniversary of the Yan'an Literature and Art Symposium" focused on 21 pieces, bringing unforgettable to the audience. "The Red Ribbon of the Earth - Online Special Program Commemorating the 85th Anniversary of the Victory of the Chinese Workers' and Peasants' Red Army's Long March" conveys the spirit of the Long March; "Painting in Beijing Music" shows the ancient charm of Beijing... NCPA revitalizes artistic resources in various fields , to open up the boundaries of art and integrate music with painting, cultural relics, etc.
Music critic Chen Li said: "Sight and hearing, intangible and tangible, solidification and flow, ancient and modern and Chinese and foreign, tradition and modernity are organically integrated, reflecting the diversity and inclusiveness of art."
It is worth mentioning that the National Centre for the Performing Arts has also planned a pre-show guided tour for each online performance.
From special recordings, live broadcasts, interviews, to exploration, guided tours, and multilingual guided tours, combined with the appreciation and preferences of netizens, we constantly innovate the content and forms of guided tours to form a personalized service for online art popularization.
In terms of technology, the National Centre for the Performing Arts is constantly innovating.
On August 8, 2020, the first concert of the NCPA's "Colorful Autumn Rhyme" online series achieved the world's first "8K+5G" live broadcast.
In the 8K ultra-high-definition picture, the audience can even see the actor's hair and sweat.
The Classical Music Channel of the National Centre for the Performing Arts has been continuously updated in audio-visual technology. Two virtual panoramic sound special effects functions, "Immersive Headphones" and "Immersive Speakers", have been added to the Android client and PC website to present the audience with the best audio-visual experience.
Wang Ning, president of the National Centre for the Performing Arts, said that in the future, the National Centre for the Performing Arts will continue to explore the application of new technologies such as 5G and 8K in the field of stage art imaging.
Secret-revealing and accompanying exhibition, the story of cultural relics is "lived"
Open WeChat, click on the video account of "China Grand Canal Museum" from the watch list, and a new micro-recorded short video about the special exhibition "Zhongzi Shenzhou - Gorgeous Luoyang City in Tang Dynasty" has been added.
With the help of a mobile phone, Zhou Fang, who works in Nanjing, Jiangsu Province, can "visit" the China Grand Canal Museum in Yangzhou at any time. "Changyou" is shown in the latest short video of the exhibition.
Since the beginning of this year, the China Grand Canal Museum has planned and launched the offline special exhibition "Canal City". The "Luoyang Exhibition" officially launched on May 27 is the first exhibition of this series.
"In addition to offline exhibitions, we have also moved the latest exhibitions online." Zheng Jing, director of the China Grand Canal Museum, introduced that this time they brought together the "past and present" of cultural relics and the "front and behind the scenes" of the exhibition. The media will conduct a "secret-revealing and accompanying" exhibition.
"Each episode of this series of short videos is only a few minutes, focusing on a theme, from the story of the cultural relics in Luoyang, to how these cultural relics were unearthed, how they were transported to Yangzhou, how to pack the exhibition, and the Vlog of the on-site visit." Zhou Fang said.
According to statistics, from March to the present, nearly 20 episodes of the "Luoyang City" series of short videos of the China Grand Canal Museum have been released on WeChat, Weibo, Douyin and other channels, and the cumulative number of visitors across the Internet has exceeded 8 million.
In Zhou Fang's view, online viewing is not only easy and flexible, anytime, anywhere, but also comprehensive and diverse, providing a new experience and has become a new fashion for many young people to consume digital culture and acquire cultural knowledge.
"In addition to this special exhibition, the museum's 14 permanent exhibitions have also been moved online." Zheng Jing said that online exhibitions are not only a supplement to offline visits, but also a re-creation process. Telling the knowledge of literature and history, and using digital expression at the same time, let the stories of cultural relics "live" and the interaction between people and cultural relics "compliment each other".
"Nowadays, more and more young people are enthusiastic about digital cultural products and digital cultural services based on the excellent traditional Chinese culture, which reflects the need for cultural identity." Dean of the Institute of Cultural Economics, Central University of Finance and Economics Wei Pengju believes that with the increasingly perfect digital infrastructure, the vigorous development of the digital cultural industry is conducive to the inheritance and promotion of Chinese excellent traditional culture.
Meet the needs of vertical users and attract more young people
The Wu Opera "Legend of the White Snake", which has gathered many Plum Blossom Award winners, the Qin Opera "Three Drops of Blood" with a history of more than 100 years, and the small theater Pu Opera "Oddi King"... Open the Opera APP Peak Theater, and a dazzling array of repertoires come into view.
From the well-known Peking Opera, Huangmei Opera, Hebei Bangzi, to Fujian Opera, Shao Opera, Wanwan Opera, etc., many opera works can be found in Feng Theater.
Through "drama + Internet", Feng Theater has signed contracts with some opera troupes to upload the representative plays of the other party to the "cloud", so that the audience can enjoy their favorite plays without leaving home.
"Opera cannot do without the audience, just like fish cannot do without water. I hope that excellent opera works can be seen by more audiences. Even if there are thousands of mountains and rivers, you can turn on the screen and you will be close at hand." National first-class screenwriter, Feng Feng Yu Qingfeng, the founder of the theater, said.
6.6 yuan to watch a drama video, 9.9 yuan to watch a live broadcast, and 40% of the revenue from the online show belongs to the creator.
Yu Qingfeng introduced that on the one hand, such pricing hopes to help the troupe increase box office revenue as much as possible, and on the other hand, does not want the price to become an obstacle for the audience to get close to and understand opera.
A well-known legend, a soft and melodious singing voice... Last year, the Cantonese opera film "The Legend of the White Snake: Love" attracted many fans and fans.
Recently, the video of Cantonese opera "The Legend of the White Snake: Love" performed by Guangdong Cantonese Opera House was also put on the Feng Theater.
"Our criteria for selecting dramas are to look good, to have moving stories, and to have beautiful characters without too many restrictions." Yu Qingfeng said that in order to allow more opera works to be seen by the audience, Feng Theater also held "Good Tone Small Theater Operas" Season", "Good Tone · Neoclassical Opera Season" and other activities, select 30 works for online broadcast every year, select high-quality plays based on popularity, and some plays will also be exhibited offline.
In addition, Yu Qingfeng, who has won the Cao Yu Script Award three times, also works as a screenwriter and team to produce self-made plays. Online broadcasting and offline performances are parallel. For example, the small theater Huangmei opera "Jade Heaven Immortal" has performed more than 130 times in the past four years. Less praise.
"The inheritance of opera needs to be 'applauded and popular'. With audiences and a market, it can be passed down and carried forward. It is hoped that the Peak Theatre can become a hundred gardens of opera, attracting more young audiences to approach and feel the charm of opera, generation after generation. The audience can live endlessly." Yu Qingfeng said.
Not only Feng Theater, but nowadays, more and more cultural consumption is no longer restricted to traditional offline scenes, freeing people from the constraints of time, space and cost.
Wei Pengju said that at present, cultural consumption based on digital technology and digital context has huge potential for further exploration, "The demand for digital cultural consumption is extremely personalized, diversified and differentiated, and more diverse and multi-level cultural production needs to be brought into play. The role of the main body can release the creativity of digital culture, so that richer and better content can better meet people's spiritual and cultural needs."