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the female guzheng player played the song "returning shot", which resonated with classical music and modern rhythm. the song contained the passion and heroism of fighting on the battlefield, as well as the heroic spirit of a woman who combined strength and gentleness.

the street dance master amazed the audience with his superb skills combined with ethnic customs. his ever-changing and gorgeous dance moves showed the charm and agility of a snake, which had a unique charm and artistic conception.

the white-haired reader was in high spirits, with a refreshing voice that contained deep emotions. when she sighed, "my soul can only travel back and forth between the north and the south", the wandering wanderers all had tears in their eyes.

the folk singer who could sing opera sang "an unknown song", but the song told all the stories of the past and present. when the opera tune came out, the national soul awakened and traveled through thousands of years with the song.

there are also light and elegant, dreamy chinese dances, violin performances that interpret oriental aesthetics with western instruments, soulful and vast folk songs, and warm and gorgeous xinjiang dance music...

this is cctv's stage, but it is not "avenue of stars", but a brand new tv and internet fusion art and creative performance program "let's go! national trend".

these performers on the stage are ordinary people from all walks of life, but they also have a common identity: douyin anchors.

on september 6, china media group and tiktok launched a tv and internet fusion art and creative performance program called "let's go! national trend"

youthful national trend anchors appear

there are 11 groups of douyin anchors competing on the show for the first time. there are @中国舞莹莹, @国舞付付, @杨会长(snake man) who have graceful dancing styles, there are also guzheng anchor @慕思一, violin anchor @叶琳 who are good at musical instruments and have superb skills, there are also singing anchors @王莉, @夏小夏, @刘航沈音 who convey emotions through songs and move people with their voices, and @邓登, who is over 60 years old and loves live streaming and reads poems for you.

before appearing on the cctv stage, they were active in the douyin live broadcast room, performing their talents, chatting with fans, producing high-quality content, showing their own style, promoting traditional culture, and spreading the fragrance of art.

tik tok anchor @杨会长(snake man)'s show "dancing snake spirit 2.0"

surprisingly, the program launched the "let's go! national trend" short video collection activity in advance, and invited @沛县曹家班锢那, who has more than 1.75 million fans on douyin and has appeared on cctv several times, to join the creative performance session, once again demonstrating the charm of the intangible cultural heritage of "the sound of suona will ignite the whole audience"!

this is the first performing arts program jointly created by cctv and douyin, and created entirely for online anchors. this program not only allows these versatile anchors with dreams to step onto a bigger screen and a more gorgeous stage, but also makes the cultural treasures that have been passed down for thousands of years shine with new brilliance through performances that combine traditional culture with contemporary aesthetics.

the industry iteration of the fish-dragon change

no one can deny that online anchors are very popular in recent years.

as of the end of may 2024, the number of anchor accounts in my country's online performance (live broadcast) industry has exceeded 180 million, and the scale of the online audio-visual market has exceeded one trillion yuan.

tens of millions of ordinary people have found a broad stage in the live broadcast room to display their talents and show themselves, gained happiness and confidence, and found the wilderness of life. many folk artists have also made their ancestors' "treasures" shine in the live broadcast, promoted the integrity and innovation of traditional culture, and helped the intangible cultural heritage achieve "living inheritance."

when the limelight is too strong, there will inevitably be some turbulent waves. the live streaming entertainment industry was once labeled as "grassroots".

however, as industry supervision and self-discipline continue to strengthen, the high-quality content ecosystem has emerged. the change from the fish to the dragon is happening. live streaming has gradually shifted from a "show mode" to "content is king".

on july 31, 2024, relevant state departments officially added online anchor as a new national profession, giving online anchors a formal "professional identity", enhancing their sense of professional belonging and identity, and making them more self-disciplined and hardworking.

live streaming platforms represented by douyin, with their strict review mechanisms, precise recommendation algorithms, and continued support for original, high-quality content, actively respond to regulatory requirements, listen to the voices of netizens, and promote the formalization, industrialization, and standardization of the live streaming performing arts industry.

content is king, innovation is the key

today, high-quality content has become the core competitiveness of the live streaming entertainment industry. douyin has taken positive actions to become a leader and promoter of this trend.

in the past year, douyin has seen a total of 71.43 million live performances, a year-on-year increase of 47%. the average audience for live performances is 4,263, which is equivalent to 190,000 medium-sized performances being staged in live broadcast rooms every day. such capacity and communication power cannot be matched by any offline venue.

with more audiences, box office revenue has also risen. the box office revenue from live performances has increased by 38% year-on-year. traditional cultural performances have gained new opportunities, new audiences, and new income online.

yue opera, which became extremely popular with the “dragon gate inn errenzhuan” by actors chen lijun and li yunxiao, had 890 million live viewers, a year-on-year increase of 50%;

the only remaining state-owned baizi opera troupe in haifeng county, guangdong province, moved its performances into the live broadcast room, gaining thousands of fans from all over the world. the actors' income increased, their sense of accomplishment exploded, and they saw the light of hope.

the program "red flame tassel" co-created by zhao cong and douyin anchors @叶霖 and @中国舞莹莹

more and more traditional troupes, professional performing arts organizations, and professional performers have begun to realize the huge potential and value of live streaming, and have gone online to open up a "second stage." the oriental song and dance troupe, the china national traditional orchestra, and 111 national first-class actors presented 19,350 "hall-level" live broadcasts on douyin last year.

zhao cong, the national trend recommendation officer of "let's go! national trend", is the head of the china national orchestra. as early as august 2022, zhao cong led 100 artists of the orchestra to live broadcast on douyin. the china national orchestra is also the first national-level troupe to live broadcast on douyin.

the addition of the "regular army" has improved the overall level of the live broadcast performing arts industry and brought more colorful, high-quality and interesting performance content to netizens. they interact with douyin's "native" performing arts anchors who have rich live broadcast experience, play pk, and start various unique interactions, complement each other's strengths, work together for win-win results, tear off old labels together, and welcome a new future.

with their wonderful performances, excellent works, and innovative progress, they have proven that online anchors are not just so-called "internet celebrities" who can only flirt and dance, but professional folk singers, bel canto singers, new voices of opera, dancers, instrumentalists, and inheritors of intangible cultural heritage...

no boundaries between online and offline stages

the times and people can never be viewed in isolation. when we feel the great changes of the times, the times are also paying attention to the footprints we leave behind.

all changes will eventually merge into one, and all footprints are moving forward.

the rapid development and metamorphosis of the live-streaming performing arts industry has gradually drawn a new pattern of online and offline integration. not only are there many performers with their own strengths in various fields shining and winning applause in the live-streaming room, but the popularity and influence accumulated through live-streaming have also made them more recognized by the industry and the audience, and they have more and more performance opportunities on offline stages, injecting new vitality into the entire performance market.

tik tok anchor @凉水欧尼 is a singer in her 50s who often wears korean costumes and sings korean folk songs. her real name is li guishu, and she is an actor in the jilin tonghua ji'an pingju troupe. the troupe was once deserted and on the verge of bankruptcy.

in order to survive, the troupe leader wang limin encouraged all actors to do live broadcasts, and the effect was surprisingly good. today, the most popular live broadcast of @凉水欧尼 has 302,000 viewers, and the ji'an pingju troupe has also ushered in the spring of performances. they finally have the opportunity to perform their creatively rehearsed "modern pingju song and dance show" for the audience. the troupe has also become a new cultural and tourism ip for the small city of ji'an.

as the spring festival of the year of the dragon is approaching, douyin live and the china cultural center association jointly launched the "i want to organize a village evening" douyin live support plan for rural cultural talents, inviting talented anchors from all over the country to hold "village evening" activities in their hometowns. during the entire event, about 5,000 "village evening" themed live broadcasts were staged on douyin, with a cumulative number of viewers reaching 22.97 million. there were dragon and lion dances, village songs, suona, clappers, intangible cultural heritage performances... from south to north, every household in every village sang and danced joyfully, and the young and old were happy. the village stage and the online live broadcast room were all filled with the lively and festive new year atmosphere and the simple and fresh rural feelings.

on the evening of may 3, 2023, douyin anchors such as xia xiaoxia, chuanzi suona, and zhou zijun appeared on the "hello youth" douyin live may fourth concert jointly created by xinhuanet, beijing satellite tv, and douyin, and performed on the same stage with performing stars such as zhou dongyu, times youth league, guan xiaotong, liu yu, xu weizhou, and professional troupes such as the china symphony orchestra and the china national orchestra.

and now, cctv has created a program specifically for online anchors. what a brilliant stage and what a dazzling opportunity!

the program "if the moon didn't come" co-produced by tiktok anchor @夏小夏 and guochao recommendation officer wu bixia

as a performer, who doesn’t want to stand at the center of such a stage, perform to their heart’s content, and enjoy the cheers and applause?

writer shi tiesheng wrote: "the past and the future intersect at will today, so the past and the future are both blowing the wind of the present."

looking back at the eventful past and looking forward to the infinite future, it all ultimately comes down to current actions.

there are new changes in the live broadcast room every day, and these changes also affect the evolution of society, art and people's hearts.

the changes in technology and form are endless, but the ultimate fate of art lies in the inner persistence and exploration of those who practice art.

as performers become more pure and professional, the stage for creation becomes broader, and the industry develops more and more standardized, we certainly have reason to expect to see the infinite possibilities and dazzling beauty brought by performing arts culture inside and outside the live broadcast room.

jimu news commentator qu jing

(source: jimu news)

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