On the afternoon of March 26, the 2024 Shanghai Performing Arts Development Forum was held at the Shanghai Broadcasting Art Center. With the theme of "Going to a City for a Performance", this forum invited more than ten troupes to participate in the "Spring Appointment" to witness and promote Shanghai's goal of becoming a socialist international cultural metropolis and the performing arts capital of Asia. Take strides forward.
released the "Co-construction Plan" aimed at assisting the development of private theater groups. All parties worked together to empower private theater groups with tangible measures, allowing more people to enter the scene, creating an active performing arts district, and improving Shanghai's Cultural tourism consumption level.
The "Co-construction Plan" to empower private academies to develop has been officially launched
With the attention and support of all sectors of society, effective mechanisms are being formed by various parties to allow private academies to receive tangible help, form effective cooperation with state-owned academies, and interact with each other. In order to supplement, we should face market changes more flexibly and create more wonderful works that are in line with market rules and popular with the public.
In recent years, more and more theaters and public institutions have provided public welfare performance spaces and rehearsal time for private theater groups, providing opportunities to showcase outstanding works and better connecting with the performance market. As a market-side service organization, Rubik's Cube Entertainment's ticketing system Caiyi Cloud waives the annual fee for the standard version of the basic service in the first year for new high-quality content providers. According to reports, the Shanghai Cultural Plaza Musical Theater Center has currently provided corresponding public welfare measures for private theater groups in terms of original incubation and rehearsal time.
Technology helps diverse performing arts forms realize the "two-way rush" between content and market
Zhang Jie, vice president of Shanghai Grand Theater Art Center and general manager of Shanghai Cultural Plaza, said that Shanghai has become the most dynamic, largest and fastest-growing industry in China. city āāof. In 2023, of the 9,960 musicals performed across the country, 5,888 will be in Shanghai. 82.93% of the performances in Shanghai are concentrated in the World of Performing Arts. The Shanghai musical market, with the Great World of Performing Arts as its core, has become an important magnet for attracting musical lovers across the country. In the past four years, the per capita box office contribution of musicals has increased year after year, reaching 2,224 yuan in 2023, and the per capita attendance frequency reached 4.24 performances. At the same time, the enthusiasm for the performing arts market is spreading to multi-dimensional consumption scenarios, demonstrating the "spillover effect".
Han Lei, executive deputy director of the Oriental Broadcasting Center, said that since Shanghai Broadcasting was founded a hundred years ago, many programs have been live performances. Today's weekly radio concerts, weekly opera radio shows, Chenshan Grassland Radio Music Festival, Oriental Chart, Favorite Golden Songs Chart, etc. are all "better live" that Shanghai broadcasters are constantly pursuing and creating. The newly launched "Winter Melon Store" already has 100,000 registered users, where young users are linked to live performances.
Director of Shanghai Opera House, famous conductor and pianist Xu Zhong introduced that whether it is the Verona Summer Opera Festival where he served as chief conductor, or the Chenshan Grassland Radio Music Festival, high-standard opera and concert brands around the world , all allow the urban cultural tourism industry to successfully link up. Xu Junze, a well-known director and artistic director of Shanghai Xujun Culture and Art Co., Ltd., said that artistic originality is the fundamental factor that determines the vitality of Chinaās original musicals and the sustainable development of the performing arts industry chain. It is also the basis of the humanistic spirit and artistic pursuits embodied in musicals. The inevitable direction. Xu Wei, co-founder and CEO of
Rubik's Cube Entertainment Group, said that Rubik's Cube Entertainment Group has created a full industry chain for live entertainment including performance hosting and commercialization, ticket sales, ticketing software development, and artist training. The new ticketing platform established in 2020 - Ticket Planet is currently one of the three comprehensive first-level ticketing platforms in China. She said that more and more performance organizers and venues have demand for direct ticket sales, but the input-output ratio of independent research and development of ticketing systems is low. Caiyi Cloud developed by Rubik's Cube Entertainment may be a solution to such market pain points. Currently, Caiyi Cloud is the only standardized ticketing SaaS product in China that supports everything from new space performances with dozens of people to large-scale events with hundreds of thousands of people. The Chengdu Universiade is Caiyi Cloud's successful test case. Through the two-wheel drive of "content + technology", Rubik's Cube Entertainment Group is working hard to bring more people into the scene and let more people go to a city for a performance.
"Gathering", "Place" and "Combining" in the performing arts market: Diversified products have a significant effect of breaking the circle, and original content is heading overseas
The keynote speech sessions of this forum are respectively themed on "Gathering", "Place" and "Combining", with special features Invite 12 important guests to share their experiences.
ās theme āGatheringā invites three state-owned theater troupes to gather together to give interpretations of new dramas. In 2023, the number of performances and box office revenue of Shanghai's 18 municipal-level state-owned theaters hit a record high, and 21 Shanghai works were selected for national-level performances. The "Shanghai Literature and Art Reaching New Peaks Project" strives to enhance the originality and identity of Shanghai culture.
Fei Yuan Hongrui, deputy general manager of Shanghai Cultural Plaza Theater Management Co., Ltd., commented: "Our prices are still too expensive." At the same time, he also pointed out that what this industry needs is repeat customers, and it needs to continue to output good content and work hard to achieve success. It will make everyone believe in your brand. Lu Liping, deputy general manager of the Shanghai Dramatic Art Center, reviewed the path of theater creation from "A Dream of Red Mansions" to "A Thousand Miles of Rivers and Mountains" and believed that "Shanghai audiences are willing to pay for excellent works." During the 14th Five-Year Plan, Shanghua will also uphold the mission of "creating for the times and performing for the people" and create more than two original repertoires with the value of "double effect and unity". Song Yang, deputy general manager of Shanghai West Bund Grand Theater, revealed that the theater will be delivered in the fourth quarter of this year. The operation team was previously a pioneer in the introduction of musicals at the parent company Shanghai Grand Theater. In the past two years, it has shifted its strategic focus to the creation of musicals, and its latest production is "Natasha, Pierre and the Great Comet of 1812." The theme "field" of
focuses on the new performing arts track that has emerged rapidly in recent years, focusing on three new performing arts spaces under the transformation and upgrading of consumption and diversified development, and exploring more potential possibilities of cultural tourism consumption.
Chen Peiqing, deputy director of the Industry Center of Shanghai Media and Entertainment Group, shared about last yearās Zhujiajiao Super Immersive Art Season. More than 120 cultural activities were staged in a space of 1.3 million square meters in 11 days, and nearly 400,000 tourists were received. During the National Day Golden Festival During this period, more young and new middle-class customers were imported into the ancient town. Xu Li, deputy general manager of Great World, shouted the slogan of "providing the hottest performance at the moment". Looking at the current world through the world a hundred years ago and Shakespeare's Globe Theater in the UK, "there is all kinds of art and culture, and there is no shortage of food, drink and entertainment." Cui Yiyi, senior promotion director of Chongbang Group, recalled that Sichuan North Road, which was once full of fireworks and literary atmosphere, was the nostalgia of Shanghainese. The "Bingang Commercial Center" including "Jinchao Lane 8" will open in December. It plans to create a benchmark project for urban renewal of "entertainment, culture, tourism and merchants" to stimulate the revitalization of Sichuan North Road, and "performing arts" is the focus. heavy. The theme "He" of
welcomed six representatives of private academies who have broken through the circle in recent years. In the process of Shanghai moving towards "Asian Performing Arts Capital", private theaters are becoming an important new force, and continue to form synergies for development, creating economic benefits worth hundreds of millions. Zhang Zhilin, the founder of Miao Shike Musical, said that Miao Shike is committed to creating a distinctive Chinese original musical system. Previously, suspenseful universe musicals such as "The Silent Truth" and "The Devotion of Suspect X" were successfully staged and will be officially released this year. Announced Ma Boyong's trilogy and Hesse's trilogy. Wang Zuowen, the founder of Whale Culture, said that they used the "Tower Keeper" in the musical "The Lighthouse" as a starting point to explore the emotional depth and value of IP, and extended another connected and larger story "Translation". "King's Chess" has become China's first original musical to "go overseas".
Yuan Qi, deputy general manager of Yiyi Haoxi Culture Media (Shanghai) Co., Ltd., told the story of going from one hit to another. The popular Yue opera "New Dragon Inn" from Hangzhou copied the model of the earliest environmental small theater musical "Apolonia" in Shanghai, and also maintained the content of the Yue opera itself. Shen Huiqin, director of the New Dongyuan Shanghai Opera Troupe, introduced that as a non-profit private theater troupe, the New Dongyuan Shanghai Opera Troupe insists on launching original programs while constantly innovating and developing. This year, it also jointly established the Children's Shanghai Opera Troupe with Poly Shanghai City Theater. Juhuo Music, who was born and grew up in Shanghai, has always insisted on exploring the new national style track.Chief producer He Xiaowei, who spoke in new Chinese-style clothing, said that Chinese style is the way and attitude that young people now interact with the world. "New" means reviewing the past and learning the new. It is also timeless and refreshing, such as letting Monkey King sing rock music. . Chen Xi, drummer and head of the Zide Qin Clubās performance troupe, said that the Zide Qin Club insists on letting young people perform folk music for young people, and has created and adapted "Drunken Fisherman Sings Evening", "The Song of Doraemon" and "Dara" "Bangba" and other works that are in line with the aesthetics of contemporary young people, and a new youth group "Gongshang Guanli" has also been established.
Establish a better market mechanism to open up the "last hundred meters" for high-quality content to reach consumers.
The roundtable dialogue on the forum was themed "Going to the scene to create the future". Tao Xin, professor and doctoral supervisor at Shanghai Conservatory of Music, was invited. Wang Haigang, co-president of Mahua Group and chairman of Shanghai Happy Mahua, He Liangchen, opera and musical actor, and Gao Chao, deputy general manager of Ticket Planet, participated in the dialogue.
Tao Xin, who is on the front line of teaching, believes that education needs to be relatively advanced, combine academia with market demand, and consolidate the quality of performances on the stage. āWe donāt know what Chinese musicals will be like, but we need to prepare for them. Make all kinds of preparations for what may happen in the future."
He Liangchen, who started his career with a master's degree in Italian opera singing, recalled that his Italian teacher once recommended students to learn various singing methods such as jazz, musicals, and pop to increase their employment survival. Rate. But this educational philosophy is also controversial. From his own experience, he believes that young people need to find a balance point, strengthen their strengths, and also strive to cross boundaries. Wang Haigang, co-president of
Happy Twist Group, said that Happy Twist first started with comedy. Many people think that the threshold for comedy is relatively low. In fact, the creative side needs to be in-depth and have sufficient artistic literacy. When presenting, it needs to be simple to make the audience laugh. . "Tragedies in the world are generally the same, but comedies in the world are different in their own way." Wang Haigang was deeply touched by this sentence.
How to cross regions and different cultures, push the audience to better performance content, and present the performance content to more audiences requires the debut of digital platforms. Gao Chao, deputy general manager of Ticket Planet, revealed that Ticket Planet has changed the traditional eight categories of the ticketing platform into more than 20 categories, and performance information is synchronized to more platforms at the first time, allowing the audience to search more accurately and quickly. In the past three months, the number of people who bought Shanghai musicals from other places has nearly tripled compared with the same period last year. The concept of "going to a city for a performance" has become a reality.
There were also popular drama performances on site. Opera and musical actor He Liangchen sang "Just Around the corner", and Xu Zihan and Zhao Yuhui brought excerpts from the musical "Butterfly Change".
Author: Jiang Fang
Text: Jiang Fang Picture: Sponsor Editor: Wang Yan Editor: Li Ting
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