"Whether it is the Shanghai Concert Hall or cadillac, our common goal is the same, that is, to meet the growing needs of the people for a better life. The co-prosperity and development of art and commerce help the theater to constantly burst out new ideas and move forward. Fang Liang, general manager of the Shanghai Concert Hall, hopes that the theater has more possibilities - "Not only let the audience walk in, we can also go out; everyone can not only sit in the seat of the theater to watch the performance, but also stand on the stage, even stand in all corners of the theater to watch the performance, and can also interact with the artist..." Once the door of imagination is opened, the theater will become a vibrant artistic life, and I believe that more citizens and tourists will be willing to enter the Cadillac Shanghai Concert Hall.
The SAIC-GM Cadillac brand today signed a second round of strategic cooperation agreement with the Shanghai Concert Hall, and the two sides announced that they will continue to hold hands - the Cadillac brand will continue to be named Shanghai Concert Hall for a three-year cooperation. During the second round of strategic cooperation, the two sides will further concentrate their superior resources, prosper the performance market, jointly promote the cultural construction of Shanghai city, and promote the development and prosperity of China's cultural and artistic undertakings.
The strategic cooperation between the Cadillac brand and the Shanghai Concert Hall has injected innovative vitality into the 92-year-old concert hall, continued to assume the responsibility of cultural communication in the city, and made every effort to create a city concert living room with the world chords, a forerunner of music journeys with the times, a big stage for music activities that resonated with the people, helped the world of performing arts to build a core demonstration area of the Asian performing arts capital, and helped Shanghai build a cultural brand.
Fang Liang, general manager of Shanghai Concert Hall, said: With the injection of commercial funds, the concert hall will continue to work cultural 'breaking the circle', build a city music and cultural center, transform and upgrade from a single-line music performance venue to a multi-dimensional urban music and cultural center; work the space 'breaking the wall', create a green lung of urban characteristic culture, take People's Square as the pan-music space of the concert hall, and create an urban cultural island that integrates historical protection buildings and ecological park green spaces under the surrounding modern skyscrapers; in innovation' Break the boundaries and work hard to create a city music tourism destination. ”
The first round of strategic cooperation: to create a model of co-prosperity and development of art and business
During the first round of strategic cooperation between Cadillac and Shanghai Concert Hall, the two sides continued to innovate and move forward hand in hand. "The first round of cooperation between Cadillac and Shanghai Concert Hall not only allowed Shanghai Concert Hall to invite more famous troupes to bring high-quality performances to enrich the cultural life of citizens, but also had enough confidence to try many things that were once considered 'impossible'." Fang Liang said.
Last year, the concert hall explored a new model of cultural tourism: the resident performance of the "Folk Music on the Sea" on the scene of The National Wind Music Scene, the large-scale 3D Mapping Wall Show of "The Story of Light and Sound", the special exhibition of the new Chinese music immersion art of "How in the World", the Trinity Cultural tourism project won the high attention and favor of the media and all sectors of society; the concert hall from the "dock" to the "source", the self-made project musical "Flowers and Flowers of Youth", the music and dance theater "Water Cavity", the multi-fusion concert "Journey Against time" from Shanghai to the world to tell" China Story"; In the first round of cooperation, the concert hall's public welfare brand projects "Music Afternoon Tea", "Family Concert" and "Ginkgo Concert" continued to benefit the people and nourish the cultural life of the citizens. The concert hall reopened after renovation has added innovative brand projects such as "Theater Visit", "Blue Afternoon Tea on the Sea" and "Art Exhibition" to make the "City Music Living Room" better.
In the first round of cooperation, Cadillac also held co-creation projects such as "Philharmonic Journey" and "Dare to Create Action" with Shanghai Concert Hall to provide a stage for young musical talents to embark on the road of art and start bravely, and through the experience platform of "Ginkgo Concert ×12 Cities", the cross-border expression of brand experience and music integration has realized the complementarity of art and business. "With the close cooperation between Cadillac and Shanghai Concert Hall, Cadillac Shanghai Concert Hall has become a model for the co-prosperity of art and business, and an important cornerstone for the two sides to continue to cooperate in the field of art." Gu Yebin, director of the marketing department of SAIC-GM Cadillac, said.
The second round of strategic cooperation: further "open" the concert hall space to help Shanghai cultural brand building
In the new round of strategic cooperation, the two sides will further strengthen the close ties, enhance the activity of cadillac Shanghai Concert Hall venues, and further help improve the artistic standards of Shanghai's cultural performance market.
It is understood that in addition to the performance content of the 2022 music season released by cadillac Shanghai Concert Hall, the cultural tourism project "Sea Folk Music" will start the second and third rounds of resident performances in March and October this year. Its original production projects, the musical "Four Two Youths" (formerly "Flowers and Flowers of Youth") and the family concert "Detective Paganini Case", will tour to Beijing, Jiangsu and other places, constantly showing the originality of the concert hall. In September this year, cadillac Shanghai Concert Hall will also launch an original immersive music and dance theater, where the audience will experience the charm of the fusion of century-old architecture and art.
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The 92-year-old Shanghai Concert Hall is China's first professional concert hall and the first Western classical style building designed and built by Chinese architects, which is not only a bridge connecting Eastern and Western music in the hearts of Shanghai citizens, but also a window for the exchange of Chinese culture and world art. Shanghai Concert Hall is a self-supporting art institution, how to win high-quality partners, better revitalize this old building with cultural value, the concert hall has been doing exploration and efforts.
As a luxury car brand with a history of 120 years, music, culture and art have always been closely linked to cadillac's glorious history and development. It is the common pursuit of music art and extraordinary style that enables the cooperation between Cadillac and Shanghai Concert Hall to continue to deepen, continue the frontier, and jointly promote the development of culture and art. This will be a beneficiary for all three parties: the city, the industry and the audience.
Image source: Ye Chenliang, Cadillac Shanghai Concert Hall
Author: Jiang Fang
Editor: Tong Weijing
Editor-in-Charge: Fan Xin
*Wenhui exclusive manuscript, please indicate the source when reprinting.