On February 22, the SAIC-GM Cadillac brand signed the second round of strategic cooperation agreement with the Shanghai Concert Hall, and the two sides announced that they would continue to hold hands and the Cadillac brand continued 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 and strive to build a city living room that integrates performances, help the construction of a big world of performing arts, and further enhance Shanghai's urban soft power.
First round of strategic cooperation:
Tried a lot of "impossible"
Cadillac's first round of strategy with the Shanghai Concert Hall began in August 2017. "Not only did the Shanghai Concert Hall invite more famous troupes to bring high-quality performances to enrich the cultural life of the citizens, but also had enough confidence to try many things that were once considered 'impossible'." Fang Liang, general manager of Cadillac Shanghai Concert Hall, said.
The "impossible" she mentioned, including last year's concert hall to explore a new model of cultural tourism: the resident performance of "Sea Folk Music" on the National Wind Music Scene, the large-scale 3D Mapping Wall Show of "The Story of Light and Sound", and the special exhibition of "How to Be in the World" New Chinese Music Immersion Art, the Trinity Cultural Tourism Project has won high attention and favor from all walks of life.
"The concert hall is not large, but the works should be exquisite and distinctive." Therefore, in recent years, the Shanghai Concert Hall has been committed to exploring with musicians from all walks of life to make this 92-year-old building a "priceless treasure". "The 'Story of Light and Sound' large-scale 3D mapping wall show is something we have always wanted to do, but it has stagnated due to financial resources and other reasons. With the support of Cadillac, the wall show was successfully held, and even many foreign audiences said that they did not expect such a beautiful building in Shanghai. Such achievements make Fang Liang more convinced that the concert hall can not only do live performances, but also revitalize this old building with cultural value with the help of high-quality partners.
Second round of strategic cooperation:
Further "open" the space
From "Wharf" to "Source", Cadillac and Shanghai Concert Hall held co-creation projects such as "Philharmonic Journey" and "Dare to Create Action" in the first round of cooperation, providing a stage for young musical talents, and also realizing the complementarity of art and business through experience platforms such as "Ginkgo Concert ×12 Cities" to achieve the complementarity of art and business in the cross-border expression form of brand experience and music integration.
It is reported that in the new round of strategic cooperation, the two sides will further closely link, the concert hall will continue to work cultural breaking the circle, build a city music cultural center, from a single-line music performance venue to a multi-dimensional urban music culture center transformation and upgrading; work the space broken wall, with the People's Square as the pan-music space of the concert hall, to create a green lung of urban characteristic culture; in the innovation of breaking the boundary, to create a city music tourism destination.
It is worth mentioning that the Shanghai Concert Hall cultural tourism project "Sea Folk Music" will start the second and third rounds of residency performances in March and October this year. In addition, in September this year, the Shanghai Concert Hall will also launch an original immersive music and dance theater, allowing the audience to immerse themselves in the charm of the integration of century-old architecture and art.
Fang Liang said: "In the future, Shanghai Concert Hall will take music as the starting point, do addition, and do performances that can be presented on the stage of the concert hall or go out, helping the performing arts world to build a core demonstration area of The Asian Performing Arts Capital and helping Shanghai's 'cultural brand' construction." ”
Reporter / Liu Yi
Editor / Shan Zhang
Photo / Zhou Fei
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