On the evening of April 28th, produced by the Shaanxi Provincial Opera Research Institute and adapted from the song of the same name, the Qinqiang version of "Shangchun Mountain" MV was born, and it spread rapidly on various short video platforms in just a few days, and even "dominated" the circle of friends, capturing many "fans", as of May 5, the video has been played more than 3 million times on the whole network.
In just one week, a drama video with only 166 seconds can trigger such a high number of views on the Internet, and it has been forwarded by the video accounts of CCTV, Shaanxi News, Shaanxi Traffic Broadcasting, Shaanxi Metropolis Express and other media, which should be rare in the Qin cavity world, and it is not common in other dramas.
In the past, in the minds of many ordinary audiences, opera was "something that only the elderly liked" and "opera is no longer suitable for today's audiences". This should not be taken as an illusion on the part of the people, but when we observe the audience at the theater and in the square, there is a general tendency to be older. Even practitioners of the Qin cavity often sigh, "The Qin cavity is too earthy, it can't keep up with the times, and the audience is full of white hair."
But Qin Feng and Qin Yun are actually not outdated. From the "Northwest Wind" that shone on the sketch stage in the 80s, the "Western Movie" that was powerful on the screen, to the Boss Tong who spoke "Western Shaanxi dialect" in "Wulin Gaiden", and the Qin Bowl and Bowl Cavity that appeared brilliantly from time to time in "Loading the Stage", the cultural pattern with Shaanxi characteristics not only attracted the attention of middle-aged and elderly people, but also led the development of the national tide and entered the life of young people.
As Li Mei, president of the Shaanxi Provincial Opera Research Institute, said, "The Qin dialect is ancient, but not aging", when the average creative team in their early twenties integrates their thinking about engaging in traditional art with their own experience of fashionable urban life, the ancient Qin style and Qin rhyme are combined with fashionable pop songs; Supplemented by many landmark buildings and well-known scenic spots in Xi'an, the youthful faces are flying in the season when the grass grows and the warbler flies, and the green trees and flowers bloom, and culture and tourism are perfectly integrated in the brisk melody.
Another reason for the popularity of the Qin dialect version of "Shangchun Mountain" is the use of new media platforms for promotion. Since a few years ago, the Shaanxi Provincial Academy of Opera has tried to "move" the performance from the theater to online, attracting live audiences while also extending its tentacles to online audiences, once setting a record of one opera, more than a dozen platforms, and millions of plays.
It should be said that these young people are very good. They have a solid foundation in traditional opera, and can show off their programming skills such as water sleeves, feathers, and hat wings in front of the camera. They understand the online aesthetic habits of young people, and their youthful vitality attracts attention. This time, the Qin dialect version of "Shangchun Mountain" touched the Internet, in fact, it is also an attempt to combine traditional art and emerging technology to explore the modernization and youth of the Qin dialect.
The art of opera has the effect of high platform education, but the form of expression should not be dull or even heavy. Heavy things always make people feel awe, and the exhibits sealed in museums will make people respect, but they are difficult to integrate into life and become the necessities of people's lives, so they will also lack vitality and keep people away. Therefore, if you want to cultivate the audience, especially attract young audiences, opera should appear in the most acceptable and lively form, and gradually enter the heart after entering the ear.
Most of the Peking Opera fans started from "Su San left Hongdong County" and "the horse master came up close to see the details", and most of the Huangmei Opera audiences started watching the opera from "the birds on the trees in pairs", and gradually understood it after entering the door, smacking the taste. From this point of view, the Qin dialect version of "Shangchun Mountain" is of course a fascinating "stepping stone" for those who have not been exposed to the Qin dialect and have not heard of Qin Feng and Qin Yun.
The main creator of Qin Yan's "Shangchun Mountain" was a guest on Shaanxi Opera Broadcasting
The Qin dialect version of "Shangchun Mountain" is strictly a Qin-style children's opera song, not a upright Qin-style opera. But if you can use this song and take advantage of this east wind to attract more young people to be interested in Qin Cavity, enter Qin Cavity and accept Qin Cavity, of course, it is an excellent opportunity to cultivate the audience. Just as the creativity of the Cantonese opera "The Decisive Battle of Tiance Mansion" aroused young people's attention to the ancient opera, and the popularity of the Yue opera "New Dragon Gate Inn" attracted "young people who don't watch the opera" to enter the theater, the opera industry has made a lot of attempts to cultivate young audiences in recent years, and has also achieved a lot of results.
Yue Opera "New Dragon Gate Inn"
Just like Xi'an, the ancient capital of thousands of years, through the intensive cultivation of the cultural tourism industry, it can gradually become an "Internet celebrity check-in place" in the minds of tourists; Then, the ancient Qin dialect will not be out of touch with the times, and attract more people's attention and pursuit with its vigorous vitality. I hope that there will be more opera songs like the Qin dialect version of "Shangchun Mountain", which will enter thousands of households and young people's hearts through new media. (Author: Li Xiang)