With the announcement of the archaeological results of the newly discovered 6 sacrificial pits, Sanxingdui has once again amazed the world, and its museum has attracted a large number of tourists to "punch in", while the rich and diverse cultural and creative products have also frequently "gone out of the circle". In 2021, the number of visitors reached 1.468 million, an increase of 380.7%, and the sales of cultural and creative products exceeded 30 million yuan, and Sanxingdui ranked among the hottest punch cards in Sichuan.
On the occasion of World Intellectual Property Day, Sanxingdui Museum officially launched the collection of digital cultural creations to strengthen the protection and utilization of Sanxingdui's intellectual property rights. "In the future, we will increase the authorization of digital cultural creation and space, and collect more excellent plans, so that the cultural relics and culture of Sanxingdui can be better disseminated in the form of digital cultural and creative products." On April 14, Red Star News reporters interviewed Ren Ren, director of the Industrial Development Department of sanxingdui management committee and chairman of Sanxingdui cultural tourism development company.
Sanxingdui cultural and creative blind box
Sanxingdui launched digital cultural and creative development
The solicitation proposal requires that it must not be issued in prototype cultural relics
On April 7, on the occasion of World Intellectual Property Day, Sanxingdui Museum released the notice of "Sanxingdui Museum Solicits Partners for The Distribution of Digital Cultural and Creative Products" (hereinafter referred to as the "Notice") on the official WeChat and website, soliciting partners from sanxingdui digital cultural and creative projects to the public and officially launching the development of digital cultural and creative products.
According to the Circular, Guanghan Sanxingdui Cultural Tourism Development Co., Ltd. (hereinafter referred to as "Sanxingdui Cultural Tourism") is the exclusive and full-fledged agent of the intellectual property operation of Sichuan Guanghan Sanxingdui Museum. In order to strengthen the activation and utilization of Sanxingdui cultural relics resources and meet the public's demand for Sanxingdui digital cultural and creative products, entrusted by the Sanxingdui Museum, Sanxingdui Cultural Tourism Company is now open to the whole society to solicit the implementation units of the Sanxingdui digital cultural and creative projects, with a view to jointly cooperating to complete the research and development and distribution of the series of products.
It is worth noting that the solicitation and review plan sets a minimum score for the design of the work and the prohibition of issuing cultural creations in the form of cultural relics prototypes. "We resolutely say 'no' to the digital replica of the prototype of the cultural relics and set a minimum design score clause, aiming to encourage and require partners to sink their minds, design and develop cultural and cultural collections with artistry, uniqueness, scarcity and cultural relics connotations, and use new technologies to promote Sanxingdui culture and tell Chinese stories." Ren Ren introduced.
What is Digital Cultural Creation? Simply put, it is a "digital cultural and creative product" with an "identity card".
According to the news from Sanxingdui Cultural Tourism Company, "digital cultural and creative products" refers to digital products based on cultural relics (culture), through the form of video, audio, images, 3D models and other forms of artistic processing, and encrypted by NFT (NON-FUNGIBLE TOKEN, non-homogeneous proof of rights and interests) means to form a "digital certificate", and then based on blockchain technology, the credentials are stored on the Internet platform, and finally form an immutable and non-replicable. And digital art products that carry the value of unique digital assets.
It is understood that with the fire of digital collections all over the world, the domestic market has surged in the past year, attracting many cultural institutions to participate. According to incomplete statistics, from January to March this year alone, more than 220 sets of digital collections and cultural and creative products of museums across the country were issued.
Gold masks unearthed at the Sanxingdui site
Protect the "Sanxingdui" brand image
Occupy the position of digital cultural and creative products to crack down on "infringement"
From the collections in the exhibition hall to the daily necessities around the public, the museum's cultural and creative products are gradually integrating into the current society. Walking into the Cultural and Creative Hall of sanxingdui Museum, a variety of cultural and creative products are neatly arranged together, and many tourists come to ask for prices. These products include key chains, ornaments, stickers, notebooks, clothes, cups, ice cream, blind boxes, and more.
According to data from Sanxingdui Museum, the number of visitors in 2021 reached 1.468 million, an increase of 380.7%, sanxingdui ranked among the hottest punching places in Sichuan, ice cream, blind boxes, lollipops, masks are the four most popular cultural and creative products.
Sanxingdui cultural and creative ice cream
"In the past one or two years, the cultural and creative products of Sanxingdui Museum have developed well, and we now have more than 1,000 cultural and creative products, and the sales volume in 2021 will exceed 30 million." Ren Ren introduced that now Sanxingdui's cultural and creative products are basically traditional product categories, and Sanxingdui will increase product cooperation and investment in digital cultural creation and space authorization in the future, "We hope that through different ways and multiple channels, Sanxingdui culture can be better disseminated." ”
"This public solicitation activity is not only an important measure for sanxingdui museum to respond to social concerns, but also an important measure to safeguard its own rights and interests and strengthen the protection and utilization of cultural relics resources." Ren Ren introduced that the "text" of the museum's cultural creation is the fundamental, "creation" is life, and all along, the Sanxingdui Museum has also been exploring in the development to create products with its own characteristics. In recent years, the number of young visitors to sanxingdui museum has been growing, which shows that the positioning of IP products should be closer to rejuvenation. How to let traditional culture truly enter the lives of young people through the design of IP derivatives has always been an urgent problem for museums to solve, and the collection of digital cultural creation is also an innovation and attempt of Sanxingdui.
"The cultural and creative market has paid great attention to the digital cultural creation of sanxingdui museum, and we have also tried to participate in some projects as a supporter before, and the distribution situation is good." However, there have been some unauthorized 'Li Ghost' projects on the market, infringing the intellectual property rights and interests of Sanxingdui Museum and seriously affecting the brand image of 'Sanxingdui'. Ren Ren introduced that in addition to soliciting partners and actively occupying the position of "digital cultural creation" products, in the next step, Sanxingdui Museum will also entrust professional legal institutions to protect the rights of the current infringement of Sanxingdui's intellectual property rights in the market, and protect and make good use of sanxingdui cultural heritage to the greatest extent.
Sanxingdui cultural and creative products are very popular
Red Star News reporter Wang Mingping
Edited by Yu Manga
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