In recent years, live broadcast and other new media have been popular with the public. Many practitioners of national music have taken advantage of this "second stage", and some minority national music representative projects of intangible cultural heritage also take this opportunity to revitalize. The live broadcast income has helped the practitioners of intangible cultural heritage obtain a certain degree of inheritance protection.
Recently, experts and scholars from Shanghai Conservatory of Music, Nanjing Academy of Arts, Communication University of China, Sun Yat sen University, East China Normal University, Hong Kong University and other universities jointly discussed the new trend of the development of national music at the seminar "New Media for Live Broadcasting and New Path for the Inheritance and Development of National Music" held by the China Conservatory of Music. Experts at the meeting pointed out that the live broadcast allowed the intangible cultural heritage of national music scattered around the country to go out of the countryside and appear in front of hundreds of millions of viewers. As a result, the intangible cultural heritage gained new audiences and inherited the "fresh force". The special interactive ways such as rewards and gifts in the live broadcast room also became the "new tickets" for the young generation to send to traditional music.
In recent years, "China-Chic", a musical genre of national music, opera, folk songs and so on, has entered the live broadcast room. With its profound cultural heritage, it has frequently "broken the circle". Xi'an drum music, solo piano and other minority intangible cultural heritage national music are well-known around the world in the audience's praise and forwarding, and more and more non genetic practitioners promote art through direct broadcast.
Wang Xiaojun, Dean of the School of Music of Nanjing Academy of Arts, quoted a group of public data: as of June 2022, the Tiktok live broadcast covers 87 kinds of national musical instruments, and more than 25 categories of national intangible cultural heritage folk music arts, with the number of viewers exceeding 6.1 billion. In the past year, the cumulative duration of live broadcast of platform folk music has reached 2.33 million hours, which is equivalent to 4270 folk music concerts performed in the live broadcast room every day, with an average audience of 2319, calculated by 1.5 hours of a performance.
"There are many endangered musical instruments in the folk countryside. If they are only played in the villages of hundreds of ethnic minorities, the inheritance is likely to be interrupted. When the performers use live broadcast, short video and other new media to display endangered music, the intangible cultural heritage will gradually come back to life." Wang Zhongshan, deputy director of the National Music Department of the China Conservatory of Music, said.
Wang Xiaojun pointed out that the online "new audience" created by the live broadcast can transform some fans who are interested in learning intangible cultural heritage instruments, which is expected to alleviate the problem of shortage of inheritors. At the same time, the attention brought by the live broadcast can promote the entry of intangible cultural heritage instruments into the academic field. For example, the Conservatory of Music has opened corresponding professional enrollment, which not only forms an academic system to teach intangible cultural heritage national music, but also shortens the process of folk music entering the auditorium.
In the opinion of Pan Nini, associate professor of the Department of Journalism, School of Communication, East China Normal University, musical instruments and live broadcasting are both tools for the public to express their lives and emotions. "National Music+Live Broadcasting" is bringing elegant art into daily life, allowing contemporary people to naturally coexist with music. She said that the national music of intangible cultural heritage has never been an exhibit in a glass cabinet, but a part of folk life. With the help of live broadcast, people can listen to the national music and appreciate intangible cultural heritage anytime and anywhere, and get "little joy" from the richness of literary and artistic life.
The real-time, open and highly interactive media characteristics of live broadcast make the personalized trend of national music communication more prominent. The audience actively participate in live broadcast and express their personal opinions. Bi Minghui, the director of the musicology department of the China Conservatory of Music and the president of the Music Theory Research Institute, observed that the public was willing to express their recognition of the anchorman and his creation in the form of rewards, flowers, applause, etc., and the anchorman was responsible for responding to the audience with high-quality works.
Wang Pei, an assistant professor at the School of Chinese Studies of the University of Hong Kong, interpreted that the music played by the anchor, the poems and songs recited, and the environmental layout and costumes designed jointly create a complete and real audio-visual artistic conception. When the audience is "immersive", the emotional identity aroused will be externalized into encouraging behavior.
"Watching performances in the theater needs to mobilize attention, to feel and understand the logical structure of works of art. Live broadcasting allows people to relax and get close to art after a tiring day. When the audience rewards, they give recognition, not just material support. This recognition is not only an affirmation of the creative ability of the anchor, but also an affirmation of their own appreciation interest." Wang Pei explains.
Wang Yi, a master of classical literature from Capital Normal University, is a fan of guqin recitation. Nearly a year after her live broadcast of Tiktok, she has attracted more than 10000 people each. Wang Yi said that the live broadcast income is not only a material incentive, but also a symbol of the audience's encouragement for her to adhere to the spread of Guqin culture: "Everyone has never met before, but they have the original intention to share the national style and elegant music and promote traditional culture. We hope that through live broadcast, the dew of traditional art can nourish more people."
Experts at the meeting believed that high-quality national music is diversifying the live content, and it is necessary to improve the ecology of live content through the self purification of reward mechanism and the joint efforts of all sectors of society. Zhong Zhiyue, an associate professor of Shanghai Conservatory of Music, pointed out that audiences, as cultural consumers, praise and reward high-quality content, which can advocate healthy competition among practitioners, but force the latter to improve their performance skills and constantly produce more thoughtful works. Over time, the self communication ability of the national music industry in modern media will be upgraded as a whole.
Shi Min, head of Tiktok's "Dou has national music" program, said that in the past year, 87% of the platform's folk music anchors received rewards. In the next year, the Tiktok live broadcast plan will help 1000 folk music performers earn more than 10000 yuan a month, so that 100 inheritors of intangible cultural heritage of folk music can get the revenue from broadcasting.
At present, the national music anchor group presents a situation of coexistence of practitioners and enthusiasts, among which there are many young performers with professional background. Li Huiqun, associate researcher of the Communication Research Institute of Communication University of China, said that live broadcasting can break the limit on the number of audiences of traditional offline performances, radiate national music to a large number of interested people, and help the industry establish new communication logic, which is very beneficial to professional performers.
Therefore, Zhong Zhiyue proposed how to invite more professional orchestras, teachers of conservatory of music and famous performers to actively participate in the live broadcast, match their excellent artistic talents with efficient media, so as to maximize the communication effect.
"People of national music should seize the opportunity to promote national music through live broadcast. Performers can reach the public through live broadcast and carry out aesthetic education for rural children. Relevant scholars can study the popular intangible cultural heritage music types and anchors on the platform and analyze their attraction, so as to help more minority musical instruments and music types get loved by the young generation." Xia Xunxiang, associate professor of the School of Sociology and Anthropology of Sun Yat sen University, said.
Zhang Qianyuan, a suona teacher from the National Music Department of China Conservatory of Music, said that he often released performance videos and started broadcasting after work, and would also study the creative skills of other excellent national music anchors on Tiktok. The classical songs she played, such as "A Hundred Birds Descend to the Phoenix" and "A Branch of Flower", have been played more than 600000 times. Now, she has attracted nearly 100000 "friends" 'attention, and many fans who love Suona leave messages to express their support.
In addition to opening up "new audiences" for the national music industry, the live broadcast, an online stage, also provides the soil for young performers to grow rapidly. Wang Xiaojun believes that young musical instrument learners rarely have the opportunity to perform on a large stage. If they can make good use of a platform that has a wider audience than the real professional stage, such as Tiktok Live, they can find their own audience and bosom friends while becoming famous faster.
"It is hoped that students of music colleges and universities can lay a good foundation for performance in school, actively use their knowledge after entering the society, carry out live broadcast and promote national music; at the same time, they can give full play to their professional advantages, bring high-end art experience to the masses of audiences, and let the aesthetic feeling of peace and tranquility infiltrate the hearts of the masses." Message from Wang Zhongshan.