Title | A SINGING MASTERPIECE |
Brand | THE PALACE MUSEUM |
Product / Service | QQ MUSIC |
Category | B03. Branded Content / Programming |
Entrant | TENCENT Shenzhen, CHINA |
Idea Creation | TENCENT Shenzhen, CHINA |
Media Placement | TENCENT Shenzhen, CHINA |
PR | 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 |
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’d love to make antique paintings tell their own stories. How? By singing. Simply scanning the QR Code, people could listen to music while appreciating the paintings. A music creativity competition was held on a popular online music platform to draw greater attention from young people.
Museums are facing huge challenges posed by digital transformation. The Palace Museum is no exception. The outdoor exhibition would offer an opportunity for visitors to appreciate antique paintings, but learning the stories behind them is difficult. As a tech company, Tencent has a number of entertainment products. QQ Music holds over 40% of the domestic music market and enjoys a good reputation among users. Telling stories of antique painting through music is a first-of-its-kind attempt in China.
A Thousand Miles of Rivers and Mountains Lyrics by Vincent Fang Meandering rivers and rolling mountains covered by enchanting green are skillfully structured in the painting Nature is even more magnificent in the work of the young painter Time passes, beautiful rivers and mountains always witness legendary stories But he never left a note as if time would tell whether he went down in history Nature is even more magnificent in the work of the young painter Every stroke and line seem to be extending eternally Without any notes left, the painting is passed on for thousands of years there would not be any lament even if it faded into obscurity Great people come and go, great thoughts ebb and flow never changing are the rivers and mountains