【Aspects of the Cultural and Sports Market】The new folk music out of the circle relies on cultural self-confidence

Recently, Henan Satellite TV has been on fire again, this time because of a party "New Folk Music National Wind Night" created in Xiao Chinese New Year's Eve in conjunction with Youku and Shrimp Music Entertainment. This program with traditional Chinese folk music as the core, integrated popular music, opera, ancient poetry, intangible cultural heritage and other art forms, through cinematic visual expression to show the unique charm of Chinese folk music, once again set off a boom, won a double harvest of ratings and word of mouth. According to statistics, after the broadcast of "New Folk Music National Wind Night", the total number of related topics on the whole network has reached nearly 1 billion.

Every festive season will be "new". From "Tang Palace Night Banquet" to "Lantern Wonderful Night" and "Qingming Wonderful Tour", Henan Satellite TV's national style programs are always eye-catching and long-lasting. There is no traffic star to support the scene, do not rely on entertainment effects to catch the eye, can still impress countless viewers, Henan Satellite TV did the right thing? The reasons behind this are worth savoring.

First of all, we should dig deeper into traditional culture. In "New Folk Music National Wind Night", 15 programs involve the performance of 15 kinds of Chinese style instruments. The program team re-filled the lyrics for the well-known folk song "WangchunFeng" in southern Fujian, invited musicians from the United States, Venezuela, Zambia and other places to jointly perform the famous song "Hundred Birds and Phoenixes", and completed a north-south dialogue between the northwest flowers and the Jiangnan pingtan with the song "Saibei Jiangnan"... Instead of simply piling up folk music symbols, the innovation is based on a full understanding of folk music resources, and the professional quality and style grasp make the program lively and lively without losing cultural connotations. What changes is the form, and what remains unchanged is the adherence and inheritance of traditional culture.

Secondly, the promotion of traditional culture should also be called the aesthetic pulse of the times. In this evening, the classical charms such as crisp dulcimer, melodious erhu and sad guzheng are skillfully integrated with modern popular melodies such as guitar, bass and jazz on Western instruments, which are refreshing. In the past, there was a view in literary and art critics that once national music was too fancy and popular, it would lose its aesthetic value. "New Folk Music National Wind Night" uses a unique form to tell the audience that elegance does not have to be expressed in the form of sitting on the front, and the vitality of national music can be continuously expanded and strengthened in integration and innovation. With the increasingly diversified cultural and aesthetic needs of contemporary people, national music is in line with the current popular pulse, and constantly innovates, so as to better spread and develop in the prosperous cultural market.

In addition, while traditional culture "composes new songs", it is also good at "resonating". How to attract the attention of contemporary young people is a difficult problem that must be faced by the inheritance and development of traditional culture. The aroma of wine is also afraid of the deep alley. In the Internet era, the way traditional culture is disseminated also needs to keep pace with the times. Good content should consciously make good use of the communication laws of the digital age, let the moving melody of large beads and small beads fall on the jade plate, and be widely pushed through various carriers such as large screens and small screens, and use the Internet as a communication position to help traditional culture quickly "go out of the circle" and be accepted by more and more young people.

Nowadays, the popularity of the national tide is no longer limited to new domestic products represented by material products, but has comprehensively triggered a new trend in the cultural field. Under this trend, the new folk music is expected to become a new IP of the national tide, integrate with more industries, and collide with a brilliant spark. After "Tang Palace Night Banquet" became popular, its IP as a program promoted the leapfrog development of Henan's cultural tourism industry, and increased the revenue of Henan cultural tourism.

The new folk music out of the circle is a manifestation of cultural self-confidence. Nowadays, more and more musicians no longer copy the Western creative model, and begin to draw creative elements and creative inspiration from traditional culture, especially traditional national instruments. Practice has proved that traditional Chinese culture is the source of contemporary literary and artistic creation. Insisting on not forgetting the original, absorbing foreign countries, and facing the future, the creation and performance of Chinese national music will certainly make greater breakthroughs, and Chinese traditional culture will also transcend time and space, transcend the country, and become a bright pearl on the world stage. (Source of this article: Economic Daily Author: Jiang Tianjiao)