From September 25th to 26th, the first Beijing Online Audiovisual Art Conference with the theme of "New Fields, New Literature and Art, Good Content Creates the Future" was held. As a supporting unit, Kuaishou is deeply involved in this conference. Yang Yuanxi, co-founder of Kuaishou Technology, was invited to attend the opening ceremony and summit discussion of the conference, and delivered a keynote speech on "Online Audiovisual Art Helps the Development and Inheritance of Traditional Culture: Kuaishou Live Broadcast Provides a New Stage", sharing Kuaishou's philosophy in helping the development and inheritance of traditional culture. and practice. Kuaishou also participated in the conference’s online audio-visual art series activities to create an online and offline intangible cultural feast.
Yang Yuanxi said that for a long time, with the full attention and strong support of the State Administration of Radio and Television and the Beijing Municipal Radio and Television Bureau, Kuaishou relied on the strong carrying capacity of the "live broadcast +" model to deeply integrate with all walks of life in the real economy and continue to create New scenarios, new opportunities, and new models emerge to support economic development, digital-physical integration, and the construction of Digital China. In this process, Kuaishou pays special attention to deepening its efforts in the field of traditional culture, discovering and carrying forward new horizons for the inheritance of traditional culture, making traditional culture "alive", "setting up" the live broadcast stage, and "lighting up" cultural confidence.
Helps the development and inheritance of traditional culture, and Kuaishou Live Broadcast provides a new stage
As short videos and live broadcasts are deeply integrated into people's daily lives, Kuaishou adheres to the principle of inclusiveness, has a large user base, and has a prosperous content ecosystem, and has become a natural soil for the spread of traditional culture such as intangible cultural heritage. . As of January 2023, the content on the Kuaishou app has covered 98.6% of the intangible cultural heritage projects in China. The number of users interested in intangible cultural heritage has reached 206 million. There are more than 58.47 million intangible cultural heritage creators producing content on Kuaishou. The total number of intangible cultural heritage videos played The volume reached 468.8 billion and the number of likes reached 10.95 billion.
Yang Yuanxi said that in recent years, Kuaishou has worked hard to create an ecology of traditional intangible cultural heritage content, taking advantage of short videos and live broadcasts to attract talented intangible cultural creators to participate in co-creation and promote the stories of intangible cultural heritage people to more people. See, let the profound traditional culture glow with fresh vitality continue to grow, thrive and prosper.
In this context, through the "new" stage of Kuaishou live broadcast, many traditional cultural anchors with many years of professional accumulation can be seen by more people, and then pass on the heritage of traditional culture to more users in a more popular form. Tell the story of traditional Chinese culture well.
data shows that in 2022, Kuaishou has more than 20 million traditional cultural live broadcasts, and the number of opera live broadcasts alone has reached 2.48 million throughout the year. The average number of traditional cultural anchors on Kuaishou exceeds 40,000 people every day. As of May 2023, there are more than 155,000 traditional culture anchors on Kuaishou.
In order to help traditional cultural anchors achieve better development, Kuaishou continues to empower all aspects of platform construction and support policies. Yang Yuanxi pointed out that Kuaishou has always attached great importance to creating a healthy and sustainable live broadcast ecosystem, and is committed to investing in high-quality vertical content and anchor training. It has successively launched various support plans, focusing on resources, traffic, services, etc., to promote traditional Cultural practitioners have been further promoted in the level of cultural transmission value, providing them with a broader stage and upward development space.
With the strong support of Kuaishou, more and more creators on the platform shoulder the mission of spreading excellent traditional culture, and more and more users continue to inherit the genes of China’s excellent traditional culture. Kuaishou continues to work with the government, anchors and other parties to create a series of traditional cultural quality content to inherit Chinese culture, inspire cultural pride and enhance cultural confidence. The recently aired "2023 Kuaishou Live Broadcast National Arts Night of New Mountains and Seas" presented an audio-visual feast with unique traditional cultural charm; Kuaishou's live broadcast event "Miao Xing Xing Xing" was also selected for the 2023 "Beijing Audiovisual·Youth" "Chinese Dream" online literary and artistic quality film list.
Integrating online market shopping + offline exhibition and shopping, Kuaishou creates a feast of intangible cultural heritage
During this conference, in addition to attending summits and theme seminars, sharing cultural inheritance practice results, and interpreting industry status quo and trends, Kuaishou also participated in-depth Online audio-visual art IP market, online audio-visual cross-border art exhibition, online audio-visual art conference check-in activities, online audio-visual works performances and other series of activities, through the creation of a diversified form of "online shopping market + offline exhibition and purchase integration", all-round Fanbian shows the vitality of traditional intangible cultural heritage on the short video live broadcast platform, bringing fresh experience and interaction to the majority of netizens and attendees.
In the event, Kuaishou brought the "New Market Craftsman" IP, combined with the characteristics of Beijing's Tongzhou Grand Canal and intangible cultural heritage, held the "New Market Craftsman Market", and launched an online themed event of "New Market Craftsman·Looking for Craftsmanship by the River". Through online and offline multi-dimensional linkage, Kuaishou leads users to experience a different new market culture and unlocks the diversity of intangible cultural heritage communication in the new era.
Offline, Kuaishou specially created a "little black box of intangible cultural heritage" performance space, inviting experts from the platform's intangible cultural heritage to perform live; and built a "one-minute experience of the quintessence of China" magic expression interactive device, allowing the audience to take photos, play and experience it on site ; Through "integrated exhibition and purchase", intangible cultural heritage and cultural creation can be brought into life, showing the unique charm of traditional culture.
At the same time online, Kuaishou relies on the advantages of the platform to launch the "Cloud Check-in Art Tourism Route", focusing on "Canal Culture", creating "Canal Fireworks", "Canal New Land", "Canal Visiting Ancient Times", "Art Collision", "Performing Pearl" and other sub-topics have launched a series of short videos, talent live shows, art live exhibitions and other PGC content, and launched a series of topics to stimulate users' UGC content creativity and create an online scene of intangible cultural heritage gathering feasts.
In the future, Kuaishou will continue to contribute actively to promoting the development of Beijing’s audiovisual industry and serving the construction of a culturally powerful country. Yang Yuanxi said that Kuaishou insists on not forgetting its origins, absorbing outsiders, and facing the future, and constantly innovates the expression of Chinese culture, allowing more people to appreciate cultural ingenuity and literary and artistic ingenuity in online audio and video, and enhances the ability to realize Chinese modernization through continuous inheritance. Spiritual power.
