/PRZWT/Beijing, February 20, 2024 - Taste the charm of thousand-year-old opera and awaken the blood of traditional culture. At 19:30 on New Year's Eve on February 9, Douyin joined hands with the China Central Radio and Television Opera Channel to create a special Chinese New Year opera gala "A Linglong Night of Drama" broadcast on CCTV-11. More than 20 winners of the Plum Blossom Award, Magnolia Award and Quyi Peony Award, including Xi Zhonglu, Li Jun, Wang Xiayu, and Xiao Xiangyu, @Amei (Fenggui Puppet Show), @Fang Haoran Ventriloquism, @Zhenni Dao Matan, and other 12 Douyin traditional cultural live streaming hosts and experts performed on the same stage, bringing more than 40 opera and traditional literary and artistic performances to the audience.
Previously, the party premiered in Douyin on the evening of February 7th, and was watched by 15.981 million netizens in the live stream. #Add some drama to the Chinese New Year of the Dragon, #Huang Ling opened his mouth to make Jiangnan misty rain concrete, and other related topics of the party were on the Douyin hot list, and the total video views of the topic reached 750 million +. Some audience comments: "The blood of Chinese opera has awakened" "Conscience party, support opera and support traditional culture."
"Drama +" Innovative program form, cross-border Sunac presents the charm of drama rhyme
The program is designed in series with the dream crossing as the scene, and starts a wonderful journey through the four major drama clubs to compare art in the arena and jointly find the secret treasure of Liyuan as the main story line. The guest lineup covers multi-layer categories such as rookies, cross-border stars, and Douyin traditional culture experts. Through cross-border integration and other forms of expression, the program is arranged to jointly promote the spread of the circle, and build a bridge of communication between traditional culture and young audiences.
The whole party highlighted the "opera +" program format, which was full of wonders and highlights.
The creative performance design breaks the dimensional wall, allowing different art categories to continue the traditional cultural blood together in the exchange and collision. Among them, the creative performance show "Farewell My Concubine" continues the stage performance norms of Peking Opera, boldly integrates with various art categories such as opera, noodle crafts, and dance, and makes traditional Peking Opera bloom more fascinating in the creative mix and match.
The quintessence of the country is in line with the popular elements, showing the new vitality of traditional opera. The opera song "Into the Painting of Jiangnan" invites the pop music singer Huang Ling to cross-border to help out. The catchy pop melody incorporates ancient elements, and the new opera has a unique flavor.
There are also plot creations that graft online hot stems to accelerate the spread of social media platforms. The scenario skit "Reverse West Wing" swaps the identities of the classic characters in the original work, the matchmaker and the old lady, constantly exploding stems, accurately capturing the appetite of young audiences and unlocking another classic way to open.
The opera culture has come from a thousand years of history, and now it needs to face the future. Closer to the younger generation is the only way for the inheritance of opera. Cross-border integration has made "old opera new", traditional culture and young audiences have sparked the spark of "destined to fall in love through the thousand years", and the thick classics and new fans of the times meet to rejuvenate together. This is the meaning of promoting traditional culture.
Traditional culture × new media, Douyin helps niche culture enter the public's field of vision
With the help of Internet traffic, Xiqu people saw the new possibility of niche cultural incarnation hot search physique. On the day of Douyin's premiere, the topic #Xiqu people engaged in team building in Linglong Pavilion, and at the same time, they were listed on the Douyin hot list TOP34 and the entertainment list TOP9, and the topic broadcast volume was 5.269 million +. Users called enthusiastically under the topic to express their expectations for the Xiqu stage. The special page of Douyin-app specially sets up related program performance guests. Users can click "Follow" to drain Xiqu people with one click and help Xiqu people come out of the circle.
The broadcast mode of the network together allows the program to reach the audience through multiple channels, and the large and small screens break the circle to attract the attention of the Spring Festival. Ordinary opera artists use the Douyin platform to board the CCTV palace stage, show the charm of traditional culture, and gain public love and recognition. @Wang's shadow puppet, @Yanpei, @Warrior Warflag Acrobatic Troupe, and other experts have forwarded program clips and brought the topic #Sorry to take the time to go to CCTV, the joy and pride are beyond words.
Due to the strong demand for content consumption, Douyin has become an important platform for the dissemination of traditional culture. According to public data, 280 kinds of opera have been broadcast live in Douyin among the 348 existing opera types in China. In 2023, Douyin broadcast more than 3,500 excellent opera performances, and the live streaming host of opera went LIVE 4.15 million times, with an average of 6,000 people watching each performance, which is equivalent to each live broadcast of opera being a medium-sized performance. Through support programs such as "DOU has good plays" and "DOU has national music", traditional cultural experts and live streaming hosts have received a lot of attention and support, and their revenue has increased by 232% year-on-year.
In the era of "wine fragrance is also afraid of deep alleys", the dissemination of high-quality content cannot be separated from good channels. Under the blessing of new media platforms with more than 800 million active users such as Douyin, the niche hobby of opera has become a daily entertainment within reach, and it has entered the public's field of vision with a more intimate attitude. After the launch of "Drama Rhyme Linglong Night", #Chinese opera DNA moved and became a real-time hotspot on Douyin. More and more netizens felt the beauty of opera, and they were promoted to "fans" to gather under the topic to express their love for opera programs.
From the niche to the general public, fine art should not be buried. Taking advantage of the Internet, using live broadcast and short video channels to offer olive branches to young people in a more popular and down-to-earth way is the best solution to inherit fine art and enhance cultural confidence in the new communication context. Integrating the advantages of platform resources to help traditional culture rejuvenate "another spring", Douyin does its part.
In the future, Douyin will continue to adhere to its platform responsibilities and actively guide the public, especially young users, to pay attention to and understand traditional culture, so that traditional culture is not only beautiful in the past, but also popular in the present.
