A SINGING MASTERPIECE

TitleA SINGING MASTERPIECE
ClientTHE PALACE MUSEUM
Product / ServiceQQ MUSIC
CategoryG01. Local Brand
EntrantTENCENT Shenzhen, CHINA
Idea Creation TENCENT Shenzhen, CHINA
Media Placement TENCENT Shenzhen, CHINA
PR TENCENT Shenzhen, CHINA
Production TREEDOM Shenzhen, CHINA

Credits

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 Brand Experience & Activation ?

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? We used music. Cooperating with Tencent QQ Music, we created a dozen pieces of music for the antique paintings on exhibition. Users could listen to them simply by scanning a code. Meanwhile, the NEXT IDEA Music Creativity Contest held by QQ Music attracted a large number of participants.

Background

As part of the attempt of the Palace Museum to transform itself, its antique paintings would be exhibited outdoors. 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 (20% of vote)

Antique paintings are poetic works behind which there are ancient allusions and rhythms. With AI image recognition and processing technology, we matched the antique paintings’ color information with the rhythms of ancient Chinese music and engaged top musicians Zhang Yadong, Vincent Fang and Jackson Yee to polish them. For the first time, antient paintings could talk to people through music. On QQ Music, we initiated a UGC music composition contest for 10 paintings in the Palace Museum and received a warm response from the public.

Describe the strategy (20% of vote)

While transforming itself, the Palace Museum concerns about how to reach the audience through entertainment. 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 wes 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 (30% of vote)

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.

List the results (30% of vote)

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.

Please tell us about the brand in relation to the locality or market where the product/service is distributed

In the traditional cognition, the Palace Museum is an old-fashioned place. The long-standing story and the unchanging display way make young people feel that they have a strong sense of distance from the Palace Museum. In recent years, there has been a boom in museums in China, and people are paying more and more attention to traditional cultural education. In this context, the Palace Museum is actively pursuing digital innovation, seeking various digital partners, and helping all aspects of the Palace Museum to move toward science and technology.A Singing Masterpiece is a representative innovation and has become a typical case of digitalization of Chinese museums.
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