One after another, what is the performance market playing with digital collection maps?

The digital collection that is becoming popular has now become a favorite in many fields, and the performance market is no exception, especially since the dance poetry drama "Only This Green" was officially launched in early March to perform the industry's first digital collection commemorative ticket, more and more related projects have appeared in the market, and in the past month alone, the Shanghai Symphony Orchestra, Beijing Dragon In the Sky Shadow Art Theater and some music festival brands have launched digital collections, and many have been quickly sold out after the launch. The new thing that the performance market carries digital collections can, on the one hand, make the performance industry get more attention by seizing hot spots, and stimulate people's interest and curiosity, and at the same time increase the monetization channels in the form of IP, but on the other hand, digital collections are still in the early stages, and people's controversy over the matter has not yet been eliminated, which also makes the subsequent development variable.

Selling out online is not an isolated case

If you want to ask what new things are the hottest at the moment? Digital collections are definitely a strong contender for alternative answers and are favored by multiple industries. The same is true of the performance industry, with new projects coming online one after another and repeatedly selling out.

First of all, it is indispensable to mention that the "Only This Green" commemorative ticket was officially launched in early March, as the IP extension of the popular performance work, it is also the first digital collection commemorative ticket in the performance industry, the project has received great attention from all parties as soon as it is made public, not only after the sale of more than 100,000 people online rush to buy, the line is sold out in seconds, but also ranked in the top ten in the "New Knowledge List Meta Universe - The First Phase of Domestic Digital Collection Influence TOP40" a few days ago.

On the same day that the "Only Green" commemorative ticket was launched, the Shanghai Symphony Orchestra also released its first NFT collection - making the earliest symphony records from China into NFTs, with a limited edition of 10,000 copies, and sold out in one minute.

In addition, Beijing Dragon created and sold the "Winter Olympics" themed shadow puppet artwork "Ice Butterfly Dance" at the Tianpi Shadow Art Theater, and the digital collection e-commerce platform Digital Collection China released the Matte Purple Collector's Edition Bubble Gun of the Yuanqi Forest Music Festival series of digital collections... More and more digital collections in the performance market are being unveiled in front of people.

The rapid selling out of the above digital collection is also partly a testament to people's acceptance of this thing. Performance enthusiast Ms. Dai told the Beijing Business Daily reporter that before watching her favorite works, she would collect performance tickets or derivatives purchased on the spot, such as postcards, posters, etc., as a souvenir, and the emergence of digital collections continued her own collection habits in another form, so she chose to buy after seeing her favorite works launch digital collections.

Extend the IP to feed back the popularity of the performance

Undoubtedly, the digital collection that has only appeared in the past two years and shows a high degree of popularity is still in the early stage of development, but the performance market chooses to quickly seize the hot spots and carry this new thing to launch related products, which also shows the minds of practitioners.

When the "Only This Green" digital collection commemorative ticket was launched, Jing Xiaoyong, secretary of the party committee and chairman of China Oriental Performing Arts Group Co., Ltd., publicly said: "As the first digital collection project in the performance industry, this will inject scientific and technological strength into China's excellent traditional culture and spread China's excellent traditional culture to a wider audience through the innovative model of the Internet." At the same time, the person in charge of Lingjing Culture also said, "Promoting national culture with digital technology can make the creator's works better reach the market."

"The performance market needs a channel to connect with the public, and the digital collection that is in full swing has become one of the carriers for practitioners to explore, and they want to carry the express train of heat and traffic to make people pay more attention to the performance market." In the view of performer Chen Chen, in the field of digital collections, the advantage of the performance market is that there is no shortage of high-quality works, and greater value can be mined by extending IP.

It is worth noting that there are currently cases showing that the launch of the digital collection has also improved the market feedback of the performance itself. According to Barley's sales data, around the time before and after the release of the digital collection of "Only This Green", the tour ticket sales of each station of the show also increased to varying degrees.

Performance industry analyst Li Xinyu believes that the launch of digital collections and effective operation can promote the exposure and expand the scope of attention, especially when the epidemic is still in the prevention and control stage, offline performances have not yet been able to achieve the pre-epidemic state, it will inevitably affect the development of relevant theaters and groups, by trying digital collections may open up another space, but more critically, the selected performance works need to have a certain degree of market attention, so that digital collections can further add icing on the cake. If there is no market for the show itself, it will be difficult to save the launch of more digital collections.

Derived wall-breaking rational layout

In fact, in recent years, the performance market has been looking for ways to break through the wall, so that it is not bound by the inherent model, and at the same time connects more audiences and markets. In the derivatives sector alone, market practitioners have made many attempts.

Taking many popular performances as an example, many projects have chosen to launch related cultural and creative products at the same time as the performance, and the types involved are more and more diverse, not only conventional notebooks, refrigerator stickers, cups, postcards, keychains, etc., but also cosmetics, aromatherapy, juicers and other supplies aimed at people's daily lives, with IP and life needs as the entry point, "see the stitch" for more derivation, attract consumption.

Drama critic Jiang Ying believes that the performance market to do derivatives is first of all because the market has this ability, but also has the advantage of resources in this aspect, at the same time, as more young people gradually enter the performance market, come to the theater to watch performances, or become a member of the practitioners, this type of population has stronger consumption ability and innovation ability in the derivative field, giving the entire market more new ideas for development, not only expanding business space, but also strengthening the docking and communication with the audience.

In terms of digital collections, the performance market is also undergoing more planning, for example, there has been news that China Oriental Performing Arts Group will also plan to jointly launch the "Only This Green" video digital collection with Barley and Lingjing Culture, as well as digital collections for cross-border cooperation with artists.

However, at the same time, it can be found that the digital collections that have obtained higher popularity due to related elements such as metaversities and blockchains are also due to the fact that such projects belong to virtual property, and there are still controversies in the definition of value and ownership determination, quality level assurance, and whether there is excessive speculation, which makes the outside world talk about it. In this regard, Li Xinyu believes that "when choosing whether to lay out digital collections, performance market operators should also think rationally and continue to control the implementation of the project, and cannot blindly enter the game because of fire, nor can they relax their control because of traffic."

Beijing Business Daily reporter Zheng Rui