Xie Dongxiao, the representative inheritor of the Guangdong provincial-level intangible cultural heritage project "Guqin Art" (Lingnan School), lowered his eyebrows on the stage of the YY Live Annual Ceremony. push to climax.

In recent years, new formats such as live broadcasting have continued to “bring traffic” to intangible cultural heritage and rural revitalization, spreading and promoting intangible cultural heritage culture in a way that the public likes to hear. The content has improved the quality, breaking the single image of live show and game live broadcast, and the integration of traditional art and modern technology complements each other.

“随着时代变迁，传播途径已经不是古琴艺术的难点，直播等新业态让人们对古琴的认知越来越深刻，学习古琴的氛围也越来越浓，让古琴文化可以触网破圈”，谢东笑对南都记者表示，“不过，还是希望古琴传播避免娱乐化，应该知识化，我们之后也会多做一些文化分享类的直播”。

的确，文化生长有其内在逻辑，仅仅“赶个热闹”是不够，非遗艺术、传统文化在直播平台上如何实现可持续传播是各个平台需要考虑的问题。

据悉，YY直播从2017年开始就成立“非遗”频道，推出各类非遗项目主题的直播内容，比如蜡染、广绣、广彩等。YY直播副总裁王鹤告诉南都记者，“非遗传播是个持续的过程，YY做了很多尝试去挖掘传统文化的精髓，主要有三个层次：大主播扶持小众非遗项目、组织活动邀请传承人表演、签约非遗匠人主播”。

王鹤解释称，对于一些小众的非遗项目，主要采取大主播流量扶持+文旅推介的方式；对于签约主播，比如蜡染、古琴类别，则进行保底扶持政策，“开播容易，但要让非遗传承人实现经济效益和社会效益的结合”。