Product / ServiceQQ MUSIC
CategoryA10. Excellence in Audience Engagement & Distribution Strategy
EntrantTENCENT Shenzhen, CHINA
Idea Creation TENCENT Shenzhen, CHINA
Media Placement TENCENT Shenzhen, CHINA
Production TREEDOM Shenzhen, CHINA


Name Company Position
Vincent Li Tencent General Manager
Feifei Chen Tencent General Manager
Akae Wang Tencent Executive Creative Director
Yuan Hong Tencent Brand Director
Ice Ling Tencent Senior Brand Manager
Tonghuan Liu Tencent Senior Brand Manager
Chloe Xiao Tencent Brand Manager
Lisa Liu Tencent PR Manager
Bowie Wu Tencent Marketing Manager
Coco Zhang Tencent Marketing Manager
Zita Zou Tencent Copywriter
Dong Xie Tencent Editor
Ivy Huang Tencent Art Director
Akae Wang Tencent Copywriter

Why is this work relevant for for Music?

Antique paintings in the Palace Museum will be on exhibition, but there is no audio guide or docent. How could people get to know the stories behind them? Mobile phone + music--this might be the best way. Stories behind the paintings on exhibition were all told through music. Simply scanning the QR Code, people could listen to music while appreciating the paintings.


As part of the attempt of the Palace Museum to transform itself, an outdoor exhibition of antique paintings would be staged. Without any audio guide or docent, how could people get to know the stories behind them? We hoped to utilize creative and entertaining online-to-offline approach to win over young audience.

Describe the creative idea

Visitors could of course look at an antique painting displayed outdoors, but could they have an opportunity to listen to it? Young people nowadays cannot put down their phones. This means great opportunities for us. Binding the mobile phone with physical outdoor exhibition facilities, we were able to generate more interactions. Simply scanning the QR Code, people could listen to music while appreciating the paintings. Apart from that, we utilized the popularity of the social platform WeChat to attract more followers for the Palace Museum and QQ Music.

Describe the strategy

While transforming itself, the Palace Museum concerns about how to reach the audience through multimedia. Cooperating with QQ Music, we converted the obscure history behind antique paintings into modern music. These paintings could thus sing out their own stories. Their popularity were quickly boosted through Tencent’s extensive social networking platforms. The integration of the Palace Museum, QQ Music and Tencent’s social platforms has created win-win results for all of us.

Describe the execution

We selected the best known painting Qian Li Jiang Shan Tu (A Thousand Miles of Rivers and Mountains) to present to visitors with AI-composed music. With the influence of famous musicians Zhang Yadong, Vincent Fang and Jackson Yee, the song rapidly gained popularity on Weibo. In the meantime, young musicians uploaded their works to participate in the music creativity competition held by QQ Music. We also held a modern music concert in the Palace Museum and live streamed the release of our digital music album, boosting the popularity of A Singing Masterpiece project across the country.

Describe the outcome

1.Recognition from Director of the Palace Museum and other museums; support from different social sectors; wide media coverage; 2.70 million plays of the music video of the song Dan Qing Qian Li (The Eternal Legacy of Ancient Chinese Paintings) ; 3. 5.54 million page views of A Singing Masterpiece H5 music; 4. 560 million Weibo entries under the topic; four-time entrant onto Weibo's top-search list; 13.1 million active comments; 5. 5 million views of live streamed music concert;positive comments over 94%; 6. 4.2 million external page views on QQ Music and 68 million plays.

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