Museum cultural creative Q&A
Q1: What is the museum cultural and creative industry?
A: Based on the cultural resources of the museum and by means of scientific and technological innovation, it provides the public with cultural and creative products, cultural experiences and related services with the characteristics of the museum.
Q2: What are the main and potential consumption groups of museum cultural creation?
A: Young people from 25 to 34 years old are the main part of the consumption market, while those from 19 to 24 years old are the potential consumption groups.
Q3: How should museum cultural creation meet the cultural and consumption needs of this group?
A: These young people have a strong sense of innovation, are easier to accept new things, advocates individuality, and have the psychology of seeking different consumption. In order to meet their needs, the museum cultural creation should grasp the characteristics of the times and carry out innovation and reform in exhibiting forms of cultural and creative products.
Innovation — the cultural demand of the new era
With culture as the core, through the transformation of creativity, technology to promote the museum cultural and creative products formed. It covers a wide range of contents and forms, through whose ordinary audiences can even "take the museum home".
With culture as the core, through the transformation of creativity, technology to promote the museum cultural and creative products formed. It covers a wide range of contents and forms, through whose ordinary audiences can even "take the museum home".
The exhibition shows more than 120 pieces of cultural and creative products with characteristics of the Palace Museum in forms of composition, whose main color of the environment is "Red Palace Museum" combining a variety of artistic techniques, endeavoring to have artistic interest in the way of life, stress the theme characteristics of cultural and creative products, and from another angle let the audience have a more comprehensive understanding to the imperial style, architectural features and the beauty of cultural relics of the Forbidden City.
The Cultural and Creative Works Exhibition in the Palace Museum has attracted a large number of visitors. Shan Jixiang, the former director of the Palace Museum came to the exhibition to guide the work and gave a wonderful report on the development of Chinese cultural innovation industry related to museums.
Cultural and creative products of museums showcase the new form of industry in the development of science, technology, culture and innovation of museums. Nowadays, traditional cultural and creative products can’t meet the demand of diversified era, because "innovation" has become the theme of the times. We carried out active exploration and thinking as soon as the exhibition was undertook. In addition to the activities actively undertaking offline entity cultural creative experience pavilion and exhibition activities, how to take advantage of the east wind of the times to extend and develop the new development space and prospects?
To broke through the wall — the concept of "museum IP"
3.1 Museum IP
In recent years, the term IP (intellectual property rights) has almost involved in various industries. Movies and TV plays, and peripheries, which were adapted by popular IP have emerged in an endless stream. It is can be said that popular IP with its influence on the public,has realized the development of the whole industrial chain driven by IP in the form of transformation.
As an institution bearing profound historical and cultural deposits, the museum itself is a big IP for its rich cultural resources such as collection, architectural methods and design concepts. It has extraordinary social and economic value for the inheritance of culture.
In 2015, the popularity of IP development spread to the museum cultural and creative industry. In that year, " Regulations on Museums" for the first time on the national level in the form of laws and regulations clearly expressed a supportive attitude towards museum IP development. However, most of the museums are still in the stage of trying and groping, while the Palace Museum in Beijing, Shanghai Museum and a few museums take the lead in the IP boom, actively testing the new development model.
3.2 To find out the convergence point between tradition and modern, and realize IP development.
At the cusp of entering the new era of IP operation, how to realize the transformation of this cultural big IP and better inherit the excellent traditional culture has become a major topic at present.
The particularity of IP development of cultural and creative products in museums lies in the fact that it is a kind of "re-design", a process combining cultural resources and creativity, neither of which is indispensable. As the "leader" of this process, the textual research and research on existing cultural resources are of vital importance, which affects whether designers can accurately convey the original thoughts and feelings of collections to the public through their own designs.
In the design, whether we can find the fit point between traditional culture and modern design determines the "vitality" of products after that. Only by designing from the standpoint of the main audience, taking traditional culture as the root, and introducing concepts such as fashion and technology in line with their ideas, can the young generation gain emotional resonance from products, accept and like them from their hearts. We can only, in this way, make cultural relics truly "alive" .
Crossover — Perfect encounter with each platform
4.1 Redesign of museum IP+ACG
ACG is one of the emerging industries attracting young people. By combining traditional culture with modern anime, comics and games, more young people are introduced to museum culture, driving Chinese people to attach importance to traditional culture.
4.1.1 Cartoon images in the museum
Take the Tang Niu in Shaanxi History Museum of Shaanxi Province as an example. The lovely "little fat girl", Tang Niu, came into being because the designer has grasped the fit point of the cultural elements of the Tang dynasty between the modern comics design in the right way, and has rationally applied it in the design.
Tang Niu, the image spokesperson of Shaanxi History Museum of Shaanxi Province, based on a traditional Chinese housemaid in pastel color of Tang Dynasty as the prototype, is designed by adopting Chinese red with national characteristics, that retains the makeup features of Tang Dynasty with the plump figure as the beauty, and the style of traditional Chinese skirt for designing, of which the idea is ingenious because of its integration of Chinese painting with the style of quadratic element.
The Tang Niu with local characteristics and modern sense of Shaanxi not only embodies Chinese characteristics and Xi'an’s characteristics, inherits the spiritual connotation of culture in Tang Dynasty, but also conforms to the vigorous needs of the times and the aesthetic and fashion pursuit of young people in the new era, thus becoming an eye-catching existence.
As a super big IP, whose cartoon image created by the Palace Museum also comes from its integration of "royal cultural resources", such as Zhuangzhuang and Meimei. The idea of the these mascot images is derived from the auspicious beast dragon and phoenix in ancient Chinese legends. It is a symbol of auspiciousness and is one of the most representative cultures of the Chinese nation.
These cartoon images contain a wealth of museum cultural elements and cultural connotations. For the dissemination of cultural resources in the museum, they are very close to the times as a communication carrier, so as to turn the modernization of traditional culture in real.
4.1.2 Influence of cartoon image on cultural and creative products
In the case of cartoon image, all kinds of cartoon cultural and creative products come into being. According to the character of Tang Niu, more than 30 kinds of categories of products have been developed except for the key, small mirror, refrigerator and other traditional tourist souvenirs. They have also designed series products of hand-made blind boxes that is popular nowadays. The traditional Chinese housemaid of Tang Dynasty shakes her body into modern and fashionable woman with modern and stylish shoulder bag, rolling up the hula hoop, picking up the selfie stick, even weighting their weight.
The Imperial Palace has also changed its traditional impression of homilies to a funky and relaxed online image, which has transformed the Palace Museum's solemn historical culture into a unique and artistic derivatives, quickly narrowing the distance between the Palace Museum and the modern young crowd.
4.1.3 Animation and games that make the collection "alive"
Animation has a strong imagination and creativity, while games bring pleasure and stimulate creativity, which has an irresistible natural charm for the young particularly. Nowadays it is a "content innovation carrier" with the interactive development of science and technology content and cultural inheritance for excellent animation and game works, which is not only in a common way of daily entertainment, but also in the way of the thoughts, artistry and culture.
In 2015, Hunan Provincial Museum released the first series of animated film about national cultural relics, "Time-Space Museum Card". Through a card, the audience followed the protagonist to the Han dynasty of Changsha more than 2,000 years ago,learning about the relevant historical knowledge.
In 2019, the Imperial Palace that launched the decryption mobile phone game, Miaobi Qianshan, makes “A Thousand Miles of Rivers and Mountains” alive by completing tasks.
Our company has produced a considerable number of animation works in the museum exhibition for many years. Among them, the exhibition animation "Qian Wang Shechao" in Museum of Seawall Site of Hangzhou has won unanimous praise from the peers and the audience in the industry with its unique design, exquisite pictures and interesting presentation mode.
Cultural and creative products with traditional cultural themes, are radiating new vitality and vigor after being integrated with modern elements, which is closer to the consumption habits of modern young people, and bound to have a wider consumer group.
4.2 Cultural Derivatives in digital media
Under the background of the rapid development of science and technology, the Internet connecting the world, and media integrated with communication, the museums rely on the new science and technology environment with the help of these new digital media platforms to practice cross-border, which has become a new trend in the development of the cultural and creative industry of the museum, and opens up a new way to spread and carry forward Chinese culture.
It is in this trend that the derivative products of cultural experience come into being, in addition to new cultural and creative products other than "entity" cultural and creative articles, they will integrate culture, creativity, media and technology, make full use of modern technological means and high-tech, and establish and strengthen partnerships with traditional museums to blaze a more vivid channel for the public to understand the collection and culture.
Derivative products of cultural experience include mobile Apps, such as pocket museum, daily Palace Museum, notes and any comments on famous paintings in the Palace Museum, etc., and so on and so forth. They increase the interactivity and shorten the space and time distance between the collection and the public in a form that is close to modern life through the advantages of digital media to carry out efficient information dissemination, so that the collection behind the spirit and feelings can be displayed in front of the world.
Inheritance — the ultimate realization of industrial influence
Boyue has been engaged in the museum exhibition industry for many years and has been actively exploring the development trend of museums. The development of cultural and creative industry in museums is a long process from cultural resources to cultural needs, cultural IP, and then cultural industry. They will have more work to do because each step contains the deep knowledge, big mind and great wisdom.
With the rapid development of digital technology and the growing demand for diversified consumption, the museum cultural and creative industry has been gradually breaking away from the traditional constraints and opening up a new path of development. "Cross-border integration" for cultural and creative industry, will be no longer confined to the obvious division between industry and enterprise, not constrained by a commodity, an animated video, or a new media show that integrates with all walks of life, but starting from the museum research, education, publicity, exhibition, publishing, technology of protection for cultural relics, Internet plus other aspects of work to create cultural and creative products, cultural and creative activities and services in one, and to realize the combination of two realms in entity and virtual through online and offline perfect interaction, forming a complete industrial chain in the end.
In terms of publicity, museum IP jointly cooperating with enterprises has become a reality for brand promotion and new product release. The IP image of the museum can even become the brand image spokesman of the enterprise in front of the public.
"Masters in Forbidden City" absorbs fans with the help of films and documentaries, successfully let the audience know what the museum cultural preservation work is for after relevant books published later.
The Palace Museum, NEXT IDEA Tencent innovation competition and QQ music jointly organized the activity of "Ancient Paintings’ Singing". They created the music album of "Ancient Paintings’ Singing" by holding cultural and creative activities to get through the online and offline public audience to participate in, which has been available on various music platforms of the Internet, giving a new way to present ancient paintings.
Festival refreshments made by a joint venture between the Palace Museum and the time-honored brand Daoxiang Village, has won a large number of foodies fans after being sold online on the Palace Museum's Taobao site.
Fashion shows, light shows, and so on. There will be more possibilities for the development of the cultural and creative industry chain of museums......
Cooperation and development of the whole industry chain has extremely obvious advantage and values in collecting, recording, rendering, spreading, protecting and inheriting museum cultural resources, and promotes the protection and inheritance of cultural resources to stepping forward to the digital age, and in the end, the cultural and creative industries of museums will be gradually improved with its influence to drive the modern inheritance of Chinese traditional culture.
Reference
What is holding back the development of museum literary creation? Shan Jixiang
The Related Products to Animation Peripheral Products in Cultural and Creative Industry — Taking Museum Cultural Relics as an Example,Liu Shaoyong, Liao Ya.
Observation and Reflection on the Development of Cultural Creation in Museums, Li Hexin
Study on the Application of Cartoon Image in the Literary and Creative Industry of the Forbidden City, Wu Lifang
Theory and Practice of IP Authorization in Museum — Taking shanghai Museum As an Example. Hu Xuwen
Exploring the Local Design in Tradition — Taking Original IP Brand Tang Niu Design of Xi'An Qiaohe Animation In Shaanxi Province as an Example,Liu Lijuan, Cong Hongyan
IP Authorization of Museums and Development of Cultural Related Products,Feng Qianqian, Lin Deqi