From the closure of museums to the closure of tourist attractions, from the suspension of cultural performances to the suspension of offline cultural services... The COVID-19 pandemic has had a significant impact on the supply of public cultural services. In the face of the impact of the epidemic, Futian District, as a demonstration area of the national public cultural service system, actively explores the initiative to integrate public cultural services into the new development pattern, and has successively launched a number of funding plans to alleviate the difficulties of cultural enterprises, create new IP for digital cultural services, explore new development paths for literary and art associations, and extend and improve the cultural and tourism industry chain, etc., to break the "tight curse" brought about by the epidemic.
Under the background of normalization of epidemic prevention and control, cloud live broadcasting, cloud evenings, digital cultural creation... Shenzhen Futian District Public Culture and Sports Development Center (hereinafter referred to as "Futian Cultural and Sports Center") actively changes its work ideas, presses the "start button" of public cultural service reform, grasps the online position, and continues to export high-quality public cultural products around diversified supply.
Under the epidemic, digitalization has become a necessity for the survival of the public cultural service system. A variety of new cultural products, new formats, new models, such as digital cultural creation, virtual reality, etc. have brought about the innovation of cultural undertakings and cultural industries. Since the outbreak of the "0216" epidemic in Shenzhen, the supply of "cultural cloud" products in Futian Cultural and Sports Center has not been closed, the awareness rate of "art cloud" boutiques has soared, the participation of "colorful cloud" has diversified, and the "global cloud" service audience has been fully covered, and the number of service trips on the "cloud" has reached 30 million.
Among them, the "Waiting for You" Starry Sky Concert on the Cloud is refreshing to the audience. With the "Futian Cultural and Sports Center" and "Shenzhen Festival Avenue" Douyin as the live broadcast platform, the event performed live on the "central axis" Cloud Corridor Starry Sky Stage in Futian District, attracting public participation through real-time wheat linking, band performance, music film release, grabbing millions of digital yuan red envelopes and other activities.
"I didn't expect to be able to enjoy high-quality cultural services under the epidemic." Ms. Wang, who lives in Meilin Street, Futian District, said that due to the epidemic situation, she was previously required to stay at home, and in her spare time, she joined the Futian Cultural and Sports Activity Group and participated in online cultural activities. "After Ms. Wang joined the Futian Cultural and Sports Activity Group, the staff in the group distributed cultural welfare feasts from time to time: panoramic VR roaming along the Shenzhen Greater Bay Area, gifts of tickets for the Futian District Theme Cultural Center Art Festival, tasting drama "King Lear", listening to the long narrative poem "The Barber"... Let her watch high-quality shows for free without leaving her house.
At the same time, Futian Cultural and Sports Center also joined forces with Tencent Video, Tianwei Video, China Telecom, Keep Company, Decathlon and other social forces to distribute nearly 10,000 "epidemic" gift packages such as Tencent Video Monthly Card, Keep Sports Monthly Card, Digital TV and Punch Card Welfare to residents in home isolation, benefiting 2 million people; jointly "Fan Deng Reading", distributing 80,000 joint reading cards to citizens and personnel in Futian Sealing and Controlling Area; inviting cultural celebrities such as Lang Lang and Xu Xia, Guo Xiang, Wu Keyue and other local outstanding musicians to "voice" online Promote cultural and sports activities through H5, tweets, short videos, warm-up promotional videos, micro-movies and other forms. Online activities provide accurate services for different groups, such as the participation of 60 groups of young families in the parent-child cloud song club, which is watched by millions of people; the "Our Battle 'Art'" activity includes online sports, learning, singing together, sharing life, etc., fully covering the active participation of all groups of old, middle- and young people; the establishment of community "orange" heart huts, more than 20 WeChat groups for residents in the sealed control area, and 100,000 people participated, achieving a double harvest of word-of-mouth popularity.
"It is precisely because one program after another and paintings show the touching deeds of the frontline of the battle against the 'epidemic', praise the ordinary heroes around them, use cultural strength and artistic responsibility to inspire morale, inspire people's hearts, and contribute to the prevention and control of the epidemic, so that Futian people are full of hope even in the face of difficulties." A viewer left a message in the live broadcast room.
Under the background of deep media integration, Futian District broke the traditional form, promoted the reengineering of the scene of cultural supply, and launched a series of digitally empowered cultural products. Cloud tour scenic spots, online reservations, VR exhibitions... Futian people actively embrace digitalization and embrace intelligence, using online platforms to carry out more than 40 different forms of activities such as live broadcasting, punching, co-production, and preview, and participating in and paying attention to more than 10 million people online.
Taking the 2021 "City Culture Representative Brand" super Wenheyou stationed in Futian as an example, the catering and entertainment brands represented by Wenheyou excavate regional characteristics and combine trend culture to form a new business model of "culture + consumption", providing a good idea for public cultural services to integrate into the new public cultural space of mass consumption. With the development of society, creating a new type of cultural space, innovating the new concept of cultural tourism integration has become the development direction of traditional public cultural spaces such as museums, libraries, and concerts.
Under the epidemic situation, Futian District continued to carry out the "public culture into the business circle" activity with a breakthrough thinking, turning the business circle into a carrier of public cultural services and a grasp of building an urban public cultural service system, which not only resolved the pain points of the monotonous function of the urban consumption space, but also gathered popularity for the business circle, became a new engine to drive urban consumption, and let the citizens enter the business circle to "buy, buy and buy" at the same time to have a "cultural feast".
Activities such as "Noon Concert", "Starry Sky Concert" and "Linkage of The General Branch Of One Heart and One Dream Culture" have been held in Bonjour Hui, Huangting Plaza, Shenye Shangcheng and other business districts. Elegant music, beautiful dance, moving images, exquisite skills, traditional charm and bustling business district produce a "chemical reaction", allowing citizens to roam freely between prosperity and elegance, and feel the charm of the city.
In terms of emerging cultural themes, Futian District will create a variety of forms of digital culture themes such as e-sports and online live broadcasting, immersive interactive themes with flash mobs, script killing, and sitcoms as the carrier, and national tide culture themes with popular culture, fashion culture and youth culture as the theme to attract customers. Museums, art galleries and cultural and leisure activities such as opera, cross-talk, film, opera, music, and reading that have been suspended during the epidemic will also be gradually opened to the audience.
The relevant person in charge of Futian Cultural and Sports Center said that under the influence of the epidemic, the management of the venue is the key, and how to go out of the venue to expand more cultural space to carry out services is the top priority. Futian District, through the cultivation of internal skills, collaborative innovation, the integration of cultural creativity into the concept of the central axis of the city, and the narration of the festival avenue "culture + business circle" are good examples of going out of the venue. Among them, the "Waiting for You" Starry Sky Concert on the Cloud for the first time tried to combine with the distribution of millions of red envelopes, which is also an innovative model to promote the development of the cultural tourism economy. Futian District actively explores "Internet + public cultural services", with the help of modern digital information technology, innovative service models, and creates a public cultural service system version 2.0.
The cultural industry is vulnerable to the impact of the epidemic, but it is also full of resilience. In this context, the cultural industry is facing both difficulties and opportunities. Futian District supports performances to benefit the people and prosper the cultural market through new cultural public welfare formats. For example, in brand activities such as the Spring Festival Art Season and the Theme Cultural Center Art Festival, we will explore the introduction of high-quality repertoire performances that benefit the people with low ticket prices and both word-of-mouth and box office, and promote the prosperity and development of the market with public welfare.
Under the normalization of epidemic prevention and control, the development of offline cultural activities is restricted. Futian District opened up ideas, combined with the characteristics of Shenzhen city, innovatively launched a new IP of digital culture services "I am a 'Zhen' Red Youth" 2021 Lotus Mountain @ Youth Culture Festival, which has aroused widespread attention on short video platforms where youth groups are concentrated such as video number, douyin, and station B. By leveraging the new cultural and creative ideas of strong digital culture IP, Futian Culture has released greater charm.
Secondly, during the epidemic period, technical support parties have provided convenience for the public through various technical means, such as 5G, 8K, AI, VR and other technologies, so that citizens can meet their pursuit of culture and art without leaving their homes, promote the cross-border deep integration of "cultural tourism +", and promote the transformation and upgrading of cultural and sports tourism to comprehensive and integrated.
At the moment of the epidemic, how to attract cultural enterprises and institutions to actively participate in cultural construction? In June 2021, Futian District revised and issued the "Futian District Publicity, Culture and Sports Development Special Fund Management Measures", and issued a series of supporting measures, including the "Futian District Mass Cultural Team Support Measures", to encourage mass literary and art associations to actively participate in the construction of public culture in the jurisdiction and carry out public cultural services.
Futian Symphony Orchestra is one of the literary and artistic societies that have benefited from encouragement and support, and the orchestra accepts special fund support from the government for publicity, culture and sports in the form of a project system, market-oriented operation, and has embarked on a new road for the development of the orchestra and a new model for the management and operation of the literary and art academy. Since its establishment, the orchestra has hosted more than 100 performances of various forms every year, and has long undertaken the fixed performance of the brand activity "Noon Concert".
In March 2022, Futian District issued the "Ten Policies for Supporting Enterprises to Fight the Epidemic with One Heart in Futian District of Shenzhen", which provides support to travel agencies, cinemas, sports, performing arts and entertainment venues, hotels, etc. that actively cooperate with epidemic prevention and control, maintain the operation of enterprises, and resume production and operation when conditions are available, in accordance with the stable support of cultural tourism, and provide support according to their business conditions in the previous year, up to 2 million yuan, helping many cultural, tourism enterprises and institutions to tide over the difficulties.
The relevant person in charge of Futian Cultural and Sports Center said that looking forward to the future, Futian District's public cultural service undertakings will continue to explore integrated development, solidly promote the construction of cultural highlands, comprehensively enhance the degree of urban civilization, build an urban public cultural service system, promote the integrated development of cultural industries, and shape a new cultural brand in the central urban area.
Under the epidemic, the cultural and sports undertakings are facing new challenges and opportunities. On the one hand, Futian District should grasp what can change and what cannot change, on the other hand, it should know how to inherit and how to innovate. Only by embracing change, stabilizing the position, calmly coping, grasping the initiative of development, meeting opportunities with "change" and responding to changes with "unchanged" can we continue to make breakthroughs in "change" and "unchanged" and make full preparations for seizing new development opportunities in the normalization of epidemic prevention and control.
What "changes" is the carrier and form of transmission
What remains "unchanged" is the cultural pursuit and connotation
The epidemic has allowed many viewers to see more possibilities for public cultural services in Futian District. Punching in cultural venues on mobile phones allows residents to enjoy cultural journeys without leaving home; integrating cultural creativity into the concept of the central axis of the city, and unfolding the "culture + economy" model of the festival avenue; "public culture into the business circle" to promote the deep integration of cultural industries with the digital economy and the real economy... The audience can appreciate the determination of Futian District to "take the initiative to change" in the epidemic, with more diverse presentations and more diversified services, allowing the audience to obtain more novel experiences.
Literature and art are the clarion call for the times to advance. To promote the development of the cultural industry, we must give enough space, break through the shackles, and activate endogenous power with diversified innovation. In recent years, Futian District has played the cultural card, actively promoted the deep integration of culture and science and technology, market, brand, finance, Internet and other fields, formed a benign pattern of common development of the cultural industry and other industries, and let the leading industries brew new explosive power. At the same time, Futian District has created favorable conditions for cultural enterprises in terms of industrial space, financial support, high-end industrial chain construction, introduction of scarce resources, and talent introduction, and spawned more new cultural formats. The cross-border integration of "culture +" has made futian district cultural and sports undertakings out of a high-quality development path.
Under the normalization of epidemic prevention and control, Futian District focuses on cultural undertakings themselves, as the organizer of cultural production and the appraiser of cultural products, while creating economic value and social value, it is the responsibility of Futian cultural and sports people to adhere to cultural values, cultural traditions and cultural spirit.
What "changes" is the way and method of interaction
What is "unchanged" is the correct value orientation
"Waiting for you" starry sky concert on the cloud, so that 5 million people "cloud" to meet; animation + allegro form of publicity of the "Epidemic Prevention Three Character Classic", the public's attention to the number of clicks exceeded 5 million; "Our war 'art'" interaction, tens of thousands of spectators participated in the vibrato chorus, MOOC punch card and talent display... Although there was no audience or wave of cheers at the event, the cheers were never absent.
In the face of the epidemic, fighting the epidemic with "art" is the best weapon for the workers on the cultural front. Literary and artistic workers in Futian District have carried out literary and artistic creations around the theme of epidemic prevention and anti-epidemic, with the original Allegro "Invincible", RAP "Epidemic Battle to the End", and the song "Spring Answer"... Touching literary and artistic works have emerged one after another, injecting a warm current into the fight against the epidemic.
As the builders and participants of Futian cultural undertakings in the new era, Futian cultural and sports workers, while strengthening positive publicity and strengthening public opinion guidance, popularize the knowledge of epidemic prevention and control, guide the people to rationally understand the new crown pneumonia epidemic, alleviate public doubts, and create a public opinion atmosphere with strong confidence, warm people's hearts and gathering people's hearts.
During the epidemic, the audience has been affected and moved in this way. Anti-epidemic personnel naughtily shouted to buy milk tea citizens: "505, your milk tea was confiscated" warmed many people; isolation is not separated from love, home isolation can also be online kissing, reflecting the positive optimism of Shenzhen people. In the abnormal state of the epidemic, such cultural dissemination has enhanced the confidence of the public, and at the same time, it has led the public in aesthetics and values, and completed the social function of encompassing the public.
What "changes" is the communication environment and atmosphere
What remains "unchanged" is the enthusiasm of the audience
At the beginning of the epidemic, the development of offline cultural activities was restricted. Futian District has changed from offline to online, and launched high-quality content resources to help fight the epidemic. Keep sports monthly card, digital TV and punch card welfare and other nearly 10,000 "epidemic" gift packages, benefiting 2 million people; 80,000 reading cards "swept away", the whole people have a strong willingness to read; online platforms have carried out more than 40 different forms of activities such as live broadcasts, punch cards, co-productions, previews, etc., and participated in and paid attention to more than 10 million people online...
"The carrier and form of communication have changed, but the content is still what we love to watch." Many members of the public responded. In recent years, due to the impact of the epidemic, everyone's mentality has changed greatly, and the direction of creation of literary and artistic works has also changed. The cultural dissemination under the epidemic is more focused on the cultural industry service itself, the audience likes to read, futian cultural and sports center will send reading cards, the audience likes literary and artistic performances, Futian cultural and sports center will send a "cultural feast" to try to meet the needs of the masses. At present, people have an increasingly strong desire for high-level spiritual pursuit, and providing quality content for the public is the unshirkable responsibility and obligation of cultural and sports workers.
With the normalization of epidemic prevention and control, it is foreseeable that the digital dissemination of cultural and sports services will increase significantly, and the forms of live broadcasting, online exhibitions, online forums and other activities will also emerge in an endless stream. However, whether it is a change in the environment or a change in the form of communication, the cultural and sports workers in Futian District should strive to make high-quality content that meets the needs of society with lofty pursuit and unchanged feelings, which is the core.
[Written] Liu Qian
[Correspondent] Fang Donglin Kuangwen
【Author】
【Source】 Southern Press Media Group South + client