On January 25, Douyin Live announced the launch of a high-quality anchor incentive plan, investing tens of millions of flows and tens of millions of cash in the first phase to help the development of high-quality anchors and promote excellent traditional culture. At present, it has opened applications for some anchors in the seven major content categories of folk songs, bel canto, ethnic instruments, Western musical instruments, ethnic dance, classical dance and contemporary dance. It will be opened to more categories in the future.
According to reports, in addition to providing rewards for tens of millions of flows and tens of millions of cash for anchors who meet the requirements, the platform will also provide official promotion seats, exclusive gifts and stickers, official live training and other operational services.
It is worth noting that the incentive plan sets a strict professional threshold for anchors. Anchors need to go through professional ability assessment, and the proportion of live professional content also meets certain requirements in order to receive rewards.
In terms of professionalism, the anchor must pass the live broadcast standard examination and upload a 3-minute talent video for professional evaluation; the platform has also made certain requirements for the professionalism of the live broadcast content, taking the national dance as an example, the anchor should meet the professional norms in terms of dance posture, repertoire, and service.
At the same time, in the effective start of the last 7 days, the hourly professional-related performance time of a single live broadcast should be no less than 10-30 minutes. Taking folk songs as an example, the hourly folk song performance of a single live broadcast requires no less than 30 minutes.
The relevant person in charge of Douyin Live broadcast said that the original intention of launching the high-quality anchor incentive plan was to promote the production of high-quality and professional live broadcast content through platform rewards, so that the inheritors of excellent traditional culture and art practitioners could get better returns.
Recently, more and more traditional culture anchors have generated income through their professional performances and carried forward excellent traditional culture. Opera lovers @ Lin Xiao Magic Three Jin Live folk songs and operas, so that more young people fell in love with traditional music art; female Bohou who loves bamboo flute @ female Bohou Jiajia (Flute Yuan) popularized bamboo flutes on Douyin live broadcast, regaining everyone's confidence in niche Chinese music; affected by the epidemic, the troupe stopped performing, Zhejiang Ningbo Yue opera actor @ Yue opera Chen Yu found a new stage in the live broadcast room, found a ticket holder, and strengthened her confidence in inheriting Yue opera.
Female Bohou who loves bamboo flute @ female Bohou Jiajia (Flute Edge)
Previously, Liu Dian, an associate researcher at the China Research Institute of Fudan University, wrote an article pointing out that the circular system of "live broadcast ecology + cultural income generation" not only spreads excellent culture, but also creates more jobs, allowing more people with "special skills" to realize their own value.
Text/Guangzhou Daily, Xinhuacheng reporter Bu Songzhu
Photo/Courtesy of the organizer
Guangzhou Daily Xinhuacheng editor Dai Yujing