On October 22, the sharing meeting of the three year cooperation achievements of the Palace Museum × Tencent and the Next Idea Music Innovation Competition was held in Jianfu Palace Garden of the Palace Museum. Shan Jixiang, president of the Palace Museum, and Cheng Wu, vice president of Tencent Group delivered speeches successively. Song Qihui, Deputy Director of the Department of Industrial Development of the Ministry of Culture and Tourism, Luo Jing, Director of the Department of Museum and Social Heritage of the State Administration of Cultural Heritage, Feng Naien and Ren Wanping, Vice Presidents of the Palace Museum, Zhu Hongwen, Secretary of the Commission for Discipline Inspection, Jiang Yang, Vice President of Tencent Group, Hou Deyang, Vice President of Tencent Music Entertainment Group, musicians Zhang Qu, Zhang Yadong, Fang Wenshan and others attended the sharing meeting.
Song Qihui, Deputy Director of the Department of Industrial Development of the Ministry of Tourism, Luo Jing, Director of the Department of Museums and Social Heritage of the State Administration of Cultural Heritage, Feng Naien and Ren Wanping, Vice Presidents of the Palace Museum, Zhu Hongwen, Secretary of the Commission for Discipline Inspection, Jiang Yang, Vice President of Tencent Group, Hou Deyang, Vice President of Tencent Music Entertainment Group, Zhang Qu, Zhang Yadong, Fang Wenshan, and other musicians attended the sharing meeting.
At the sharing meeting, experts from the Painting and Calligraphy Department of the Palace Museum, together with music instructors, appreciated the paintings; The finalists performed the excellent music works of this contest with passion on the spot, and QQ Music released the music album exclusively, which is also the first music album with the theme of ancient paintings in the Forbidden City. At the same time, the achievements of the cooperation between the Palace Museum and Tencent over the past three years were also presented on the scene.
Shan Jixiang, President of the Palace Museum, delivered a speech at the event
Shan Jixiang, the president of the Palace Museum, gave full affirmation to a series of achievements of cooperation with Tencent over the past three years. He said, "The Forbidden City is the carrier of traditional culture, which embodies the wisdom and creativity of Chinese people. It is the most important duty of the Forbidden City as a museum to excavate and inherit the spiritual wealth contained in it. Through cooperation with Tencent, the Forbidden City promotes the spread of culture through new technology, and cultural development also drives more technological innovation. The traditional culture represented by the Forbidden City will continue to generate new ideas and integrate with more new fields and technologies, which will also promote the inheritance and continuation of traditional culture and endow traditional culture with new vitality of this era. "
Cheng Wu, Vice President of Tencent Group, delivered a speech at the event
"Over the past three years of cooperation with the Palace Museum, we have used digital technology to promote cultural breakthrough, and jointly witnessed the integration and development of science and technology and humanities, innovation and inheritance of the power of interconnection, bringing Chinese experience to the digitalization of global cultural and museum, and setting a new benchmark," said Cheng Wu, vice president of Tencent Group, "It is an opportunity and historical responsibility of the times to help the inheritance and activation of traditional culture. Tencent will open its own capabilities and provide innovative social services of 'digitalization and activation of traditional culture'. It will continue to be a good connector and converter of traditional culture, help social progress, and make traditional culture more brilliant in the digital era“
Top ten cultural and creative industries and cutting-edge technology support Integrating traditional culture into digital life
The Palace Museum and Tencent officially established a partnership in July 2016 to jointly promote the deep integration of traditional culture and digital creativity, and comprehensively help the traditional culture of the Palace Museum "live" with ten cultural and creative industries and cutting-edge technologies, including social networking, games, animation, music, tools, youth innovation events, artificial intelligence, cloud computing, LBS, and eye movement technology, More than ten outstanding representative works have been launched successively, including the Palace Museum QQ expression, miracle warmth -- the theme of the traditional dress of the Palace Museum, the theme cartoon of "The Echo of the Palace Museum", the small program of "Playing in the Palace Museum", the daily P picture -- "The National Treasure Lipstick of the Palace Museum" makeup change, and the music album "Ancient Painting Will Sing".
Guests jointly released the first digital music album themed with ancient paintings in the Forbidden City
The 2018 Forbidden City × Tencent Next Idea Music Innovation Competition was jointly held by the Palace Museum, Next Idea Tencent Innovation Competition and QQ Music. On the day when the first song of the competition, "A Thousand Miles of Youth" was launched, the video broadcast volume exceeded 34 million; The theme of the contest, "Ancient Painting Will Sing", has seen more than 120 million readers on microblog topics. In terms of social interaction, in the Next Idea Palace Museum Expression Contest in 2016, QQ expressions created by contestants were downloaded more than 40 million times in the first month; Interactive H5 "Come to see you through the Forbidden City" has seen more than 1.5 million views in three hours online, and it is a friend circle.
The Palace Museum, together with Tencent's "Miracle Warming", has carried out image authorization cooperation in the field of "traditional clothing culture". With the first issue of the theme of "Qing Dynasty Empress's Imperial Costume" and "Yinzhen Beauty Painting", the palace clothing skin created has been downloaded nearly 40 million; In terms of animation, the first themed cartoon work of the Palace Museum, Echo of the Palace Museum, presents the historical story of the southward migration of the cultural relics of the Palace Museum in a two-dimensional form, and is published serially on Tencent's animation platform, which is as popular as the first works on the platform; The "Daily P Chart" based on artificial intelligence technology launched the "Palace Museum's National Treasure Lip Color" makeup changing interactive game, which uses online lip color testing to interactively disseminate relevant interesting cultural relics color knowledge, and tens of millions of people participated in the game a week after its launch.
The traditional culture of the Forbidden City is widely accessible to the public by virtue of Tencent's powerful product matrix, and further integrates into the lifestyle of young people.
The sharing meeting focused on the achievements of Tencent's cooperation with the Forbidden City over the past three years
Combine education with pleasure Launch multiple functional games and cutting-edge games
In combination with the concept of "making the Palace Museum a way of life" proposed by the Palace Museum, the two sides also conducted in-depth cooperation in the field of games, jointly creating multiple functional games and cutting-edge games. The Fifth Invention is the first gold prize work of the Next Idea game creative contest in 2016. This functional game is based on the ancient Chinese architectural art "tenon and mortise". Players will experience the unique charm of the ancient architectural structural art "tenon and mortise" in the game.
Guests jointly released the first Palace Museum themed function game "The Palace Museum: Small Palace Craftsman" (tentative name)
The first function game themed by the Forbidden City, "The Forbidden City: Small Palace Craftsman" (tentative name), was displayed on the site. Functional games are different from traditional entertainment games. On the basis of traditional games' emphasis on entertainment, they emphasize more on the functionality of games, with the main content of teaching knowledge and skills, providing professional training and simulation. The Forbidden City: Small Palace Craftsman (tentative name) was developed by the Palace Museum in conjunction with Tencent Games. In the real scene of the Forbidden City, players can use simple remote control operations to "build" famous palaces such as the Heart Nourishing Palace and the Cining Palace by themselves, and naturally master the knowledge of ancient palace architecture in the game interaction.
At the same time, the cutting-edge eye movement game Eye Dream also appeared. Eye · Dream is Tencent's first cutting-edge game to apply eye tracking technology. Combining the classic calligraphy and painting collections in the Forbidden City, it can realize real-time synchronization with the screen image by identifying the trigger operation of human eye movement. The game paintings are all based on classic Chinese calligraphy and painting works. Players can experience the beauty of Chinese calligraphy and painting in interaction.
The cooperation between the Palace Museum and Tencent is an in-depth exploration of integrating excellent traditional culture into the game, combining education with entertainment and playing the role of game education.
Explore digital cultural relics protection Set up a digital benchmark for museums
In addition to exploring the innovation and activation of traditional culture in the form of digital content, the two sides also established the "Palace Museum - Tencent Group Joint Innovation Laboratory" in 2017. Combining Tencent's technological advantages, the two sides jointly explore the protection, research and exhibition of advanced digital technology in the field of cultural relics, and closely combine cultural relics protection with all aspects of cutting-edge digital technology, Realize the digital coverage of the whole chain from the front end of users to the back end of technology, and explore intelligent solutions for the sustainable preservation of world cultural heritage.
Front end products such as "Play in the Forbidden City", which are incubated by the laboratory and based on Tencent LBS technology, are aimed at the public, driving the upgrading of online and offline tour experience of the Forbidden City. "Play in the Forbidden City" is jointly built by the Palace Museum and Tencent Maps, which vividly displays the whole picture of the Forbidden City and provides visitors with museum overview, location search, route planning and other services.
In terms of back-end platform construction, Tencent Cloud provides technical support for the Forbidden City, builds an online museum platform, realizes rapid expansion, meets the future online business growth needs of the Forbidden City, and stores the digital cultural relics images of the Forbidden City in Tencent Cloud with multiple backup mechanisms to ensure the data security of digital cultural relics. At present, the two sides are also exploring further cooperation in digital cultural relics preservation in combination with blockchain technology.
The Palace Museum has carried out comprehensive cooperation with Tencent in the protection, restoration, display, publicity, display, communication and service of cultural relics, and comprehensively promoted the digital construction of the Palace Museum. The three-year cooperation practice of the two sides covers the innovation and activation of digital content of "new culture and innovation", as well as the full chain support of "new technology" for digital culture and museum, forming a complete digital culture protection solution. This advanced cultural production mode will also further help to inherit traditional culture and create more Chinese cultural symbols with wide influence, Set a new benchmark for digital culture and museum.
