On the evening of May 22, the Shanghai Symphony Orchestra performed at the sixth performance of the "Line" concert series, and three musicians, Huang Beixing, Su Ting and Hu Zhe, played Haydn's "London" trio. Accompanied by the sound of moving notes, on the side of the stage, the anchor of the evening's "selling goods" - The famous choreographer of Shanghai Radio and Television Station, Bi Yu, and zhao Luyi, the staff of the Shanghai Symphony Orchestra, have been waiting for each other, and the camera turned at the end of the performance, and the Shanghai Performing Arts Hall, which was still fluttering with Haydn's music just now, instantly became a live broadcast room of "selling goods".
After receiving the signal that the live broadcast began, the two anchors wearing wigs and wearing printed orchestra logo shirts quickly entered the state, incarnated as "Beethoven" and "Mozart", and began the first "selling goods" live broadcast in the 141-year history of the Shanghai Symphony Orchestra. Through dialogue and drama through time and space, they combine musical short stories, small knowledge and "carrying goods". The 12 cultural and creative products mentioned in the live broadcast, such as t-shirts, mugs, canvas bags, customized posters, and breakfast cups, can be purchased through the Shanghai Symphony Orchestra's "Bowl of Wontons" mini program.
"The goods we bring are good things with souls!" Zhou Ping, director of the Shanghai Symphony Orchestra, told reporters that the cultural and creative products launched by the orchestra, such as masks printed with instrument boxes and personal boxes, U disks cloaked in batons, and bamboo fans with the same style of pianist Agridge, are intended to launch the Shanghai cultural brand. "These objects also embody the memories between Shangjiao and artists and music fans, and fill the feelings of literary and artistic people."
Launch the Shanghai cultural brand, and hand over to be a cultural and creative product with a "soul"
Since 2014, the Shanghai Symphony Orchestra has held new and exquisite cultural and creative products every year, each product is designed from the perspective of practicality, and will also use a specific musician or musical event as the background to make each derivative have a temperature. For example, the "shanghai tone tone" enamel cup that has been elected as the annual hit, the combination of red, white and yellow makes people feel more comfortable visually, and the three different styles of cups also contain specific meanings of "lighting up the city", "nostalgic classics" and "new era".
The bamboo fan of "City Light and Wind of Music" is deeply loved by "Pianist Agridge". Last year, when she came to Shanghai to cooperate with the Shanghai Symphony Orchestra and received a folding fan, she "fan" could not leave her hand. Unfortunately, after returning to China, Agridge found that his beloved object was missing, and he personally wrote an email to turn it in, asking if he could express another "private" bamboo fan.
This year marks the 250th anniversary of Beethoven's birth, and the Shanghai Symphony Orchestra has taken the lead in launching Cultural and Creative Products such as T-shirts, mugs and canvas bags themed by Beethoven and his predecessor Mozart, so that users can use these products while also getting close to classical music masters. On May 20, "a bowl of wontons" was new, in addition to the above products, there are also cheap and good mask clips, bento boxes, and more than 100 pieces were sold in one hour on the shelves.
During the epidemic period, the Shanghai Symphony Orchestra launched the "Bowl of Wontons" Mini Program, which contains three sections: "BuyIng Cultural Creation", "Listening to Music" and "Appreciating Live". If the large number of audiovisual resources included in the "Listening to Music" and "Appreciating the Scene" section meet the needs of music fans who want to fully experience or playback at any time, then the selected products in "Buy Cultural Creation" realize everyone's desire to "buy, buy and buy". In the future, SHANGHAI will carry out more brand expansion in the field of cultural creation and open up new possibilities for cultural consumption.
"If theaters and theaters want to bring goods, they should show the characteristics of art institutions from content to expression." Huang Beixing, principal cellist of the Shanghai Symphony Orchestra for 23 years, has witnessed the gradual growth of the Chinese symphony fan base, so he also hopes that fans can touch the soul of music from the cultural and creative products handed in. "These products are not only available to everyone, but also printed with the logo handed in, the efforts and stories of the band members over the years, so that these enamel cups and mask clips are no longer ordinary."
From music to live streaming, entertainers are trying to jump out of their comfort zone
Affected by the epidemic, Shanghai theaters and theaters, including the Shanghai Symphony Orchestra, have done a lot of online activities and performances. From live broadcasting to bringing goods, entertainers who were originally mainly engaged in performances are also trying to jump out of their comfort zone and try more new possibilities.
Su Ting, a violinist of the Shanghai Symphony Orchestra, admitted that during the epidemic, she has repeatedly tried to broadcast live with her husband Huang Beixing to share the music life of the couple during the stay at home with fans. "When I was broadcasting live, Huang Beixing helped me from the aspects of lighting, beauty, and scenery, and I also tried how to better communicate with the audience during the live broadcast, and we learned a lot of new skills!" Su Ting said that she often watches Li Jiaqi's live broadcasts, not only because the Hunan guy in Shanghai "brings goods that are really delicious and easy to use", but also that "he will introduce the goods clearly from the inside out, and be good at creating an atmosphere to win more audiences in front of the screen."
"In the future of the performing arts industry, there are challenges and opportunities." In Zhou Ping's view, how to make the traditional performing arts represented by classical music better communicate with young people and stimulate their interaction and participation is an important issue that theater workers need to face, "theaters and theater groups need to have more exploration in operating models and interactive experiences."
From the earliest live broadcast on Douyin to the current realization of push streaming, the Shanghai Symphony Orchestra currently pays attention to the integration of "online and offline" development. Not long ago, the Shanghai Entertainment Hall welcomed the first batch of 20 audiences to resume the performance after the epidemic, and many musicians directly shouted "It feels good to have an audience". While adhering to the concept of "live is king", entertainers are also looking forward to better exerting their fists and feet in the new format in the future.
Photo: Ye Chenliang
Author: Jiang Fang
Editor: Wu Yu