Miaoshan Town, Tancheng County, Linyi City, Shandong Province is a famous "hometown of erhu". Miaoshan Town takes advantage of the traditional advantages of erhu production and vigorously develops the erhu industry through measures such as erhu making competitions, construction of industrial parks, and online sales.

The picture shows the villagers in Lequan Village, Miaoshan Town, promoting Erhu in a live broadcast

Guzheng, erhu, suona, guqin, pipa... Now, when you turn on your mobile phone, in the live broadcast room, various folk music performances are either melodious, or full of passion, so lively. Not only folk music, but traditional opera, martial arts, dance, literature and other content, through the Internet new media platform, has opened up a new space for communication, attracting audiences of different ages and interests, and achieving breakthroughs and cross-sectors , spread across regions.

Find "Second Stage"

Cao Ga is the fifth-generation descendant of the Caojiaban suona in Pei County, Xuzhou City, Jiangsu Province. Many people know him through the live broadcast room of the "Caojiaban Suona" account in Peixian County.

As the old saying goes, "Suona is the king of all kinds of musical instruments." Cao Ga said that in recent years, due to the influence of epidemic prevention and control and changing customs, the opportunities for the suona team in the county to perform offline have been greatly reduced. On March 18 this year, the account "Caojiaban Suona of Peixian County" was broadcast live on Douyin for the first time, and the effect was not expected to be good. Up to now, the account has 710,000 fans, and live broadcast rewards have become the main source of income for Cao Jiaban.

What makes Cao Ga even more happy is that the traditional musical instrument, the suona, is loved by more people through the live broadcast. "Many people on the Internet imitate our suona. For example, some college students made small trumpets with paper in the dormitory, and used plastic bottles, washbasins, etc. as musical instruments to beat them, playing our classic song "Chaotianzi", and even some other music. Foreign friends learn to play suona."

Many folk music performers like Cao Jiaban have found a "second stage" on new media platforms such as Douyin Live. According to the "2022 Douyin Folk Music Live Streaming Data Report", in the past year, the number of Douyin folk music live broadcasts has exceeded 1.78 million, with a duration of 2.33 million hours. This is equivalent to 4,200 folk music concerts performed on Douyin live broadcast every day. Lesser-known musical instruments such as matouqin, ruan, and dulcimer have also attracted new fans.

In August this year, Douyin Live and the Central Chinese Orchestra jointly launched the "DOU National Music" program. One hundred artists from the Central Chinese Orchestra will be stationed and broadcast, bringing more than 100 online concerts, allowing more listeners to have the opportunity to appreciate the beauty of silk and bamboo online. . Zhao Cong, head of the Central Chinese Orchestra and a pipa player, said that through this activity, everyone truly felt the strong vitality and appeal of folk music released on the Internet new media platform.

Cultural videos are popular

"I am from the first year of Jingde in the Northern Song Dynasty. I have walked for a thousand years in order to meet you." Recently, the documentary "I Am Your Porcelain" has been broadcast. This documentary on the theme of traditional Chinese porcelain culture, in a youthful voice, tells the story and story of porcelain, and takes the audience into the dazzling world of porcelain.

Different from telling the history of porcelain or traditional handicrafts in the past, "I Am Your Porcelain" adopts a short story and a small volume of 5 episodes, focusing on the beauty of various colors of porcelain, from simple single-color glaze to blue and white, doucai, and multicolored. Then expand to modern innovative decorative arts. The first-person tone, light and lively narration, and well-made pictures show the social, aesthetic and cultural values of intangible cultural heritage.

There are also popular traditional cultural videos, as well as the Chinese dance variety show "Dancing Millennium", which uses dance to tell the story of Chinese civilization. This program is jointly produced by the video website Bilibili (referred to as "Bilibili") and Henan Satellite TV. It uses dance as a carrier to talk about artistic creation, tell historical stories, and popularize the excellent traditional culture contained in it for the audience.

Jiang Xiaowei, the producer and chief director of "Dancing Millennium" at Station B, said that they have been thinking about how to produce a program that young users like in the field of traditional cultural themes. It is appropriate to use dance as the incision of traditional culture. Because no matter the costumes, etiquette or the Chinese stories about traditional culture in the past five thousand years, they are all deposited in the works by the dancers.

For example, on the hot search "Shuangshu in the Prosperous World", two dancers who played Princess Taiping and Shangguan Wan'er danced together, one danced softly and the other heroic, using dance language to lead the audience to see Tang Yunfanghua. "Actually, traditional culture is the core of this show." Jiang Xiaowei said.

"The beauty is crying", "The whole process is high-energy", "I don't regret entering China in this life", "I want to cry when I see it", "The nation is the most vital force", "Every scene feels the heavy sense of history" "What is the temperament of a great country? That's it!"... In the videos about traditional culture at station B, these barrages appeared frequently.

"Breaking the circle" is worth looking forward to

Recently, the "14th Five-Year" Cultural Development Plan issued by the General Office of the Central Committee of the Communist Party of China and the General Office of the State Council proposes to use the new media of the Internet to carry out the network dissemination of China's excellent traditional culture. In fact, some traditional cultural works have achieved "breaking circle" dissemination on the new Internet media.

"The profound heritage of traditional culture and the new voice of new media form a very good complement." Lu Fan, director of the Audio and Video Office of Peking University's Center for Media and Media, said in an interview with this newspaper that China's excellent traditional culture has thousands of years of accumulation and can Very rich content can be excavated from it; new media has the characteristics of wide audience and large traffic, especially the hierarchical structure constructed through interest association, which is conducive to sustainable communication.

Industry insiders believe that traditional culture is of great significance in concentrating and enhancing cultural self-confidence. When traditional culture encounters new media dissemination voices and methods, new sparks will collide, which is worth looking forward to. For example, there are a total of 1,557 national-level intangible cultural heritage projects in China. At station B, various video content has involved more than 1,320 intangible cultural heritage projects, many of which were shot, produced and disseminated by the UP master (video uploader) himself. Attract many users to actively like and share, and join the ranks of creators.

Lv Fan said that with the help of new Internet media and digital technology, he hopes to emerge more excellent traditional cultural content full of ingenuity and creativity, which can break through age circles and topic circles, and form a large flow and positive energy for the good.