Handling | development of cultural and Museum IP: building an effective connection with the audience based on people

  • MPR
  • Time:2020-12-16 15:28
     Economic Daily - China economic network Fuzhou, November 26 (reporter Wei Jinjin) let cultural relics "live" is in progress. As an important window of public cultural communication, museums have a large number of cultural resources, with a strong historical heritage and rich cultural value. To do a good job in IP development of cultural relics has also become an important way and means to "let cultural relics live". In order to achieve this goal, a series of related theme forums were held during the 8th Expo. Professionals from relevant institutions gathered in Fuzhou to discuss the future development of ICI IP.

Digital culture ip should be "ritual"

     In the era of experience economy, the culture and museum system emphasizes the user's perceived value more than ever. Feng Zuguang, Ph.D. of Tsinghua Academy of fine arts, shared his views on the development of digital culture IP at the Forum on curation and IP development of Chinese and British Museums. In his opinion, the digitization of existing cultural and Museum IP is often carried out from the perspectives of extending experience media, enriching experience forms, and transforming content carriers. But on this basis, the real digital culture ip should not only be understood from the national, national, main culture and other ways, but also from the cultural, regional and universal dimensions. Establishing a certain connection has become the core of digital cultural IP innovation. At the same time, the innovation dimension of Digital Cultural Expo ip should also fully consider the resonance between imagination and knowledge, the resonance of multi-dimensional world and parallel space-time, the resonance of group energy and social emotion, so as to do a good job of "ritual in the digital era".

     For example, in his opinion, a more suitable IP development method for a small and medium-sized Museum (a certain collection of cultural relics) may not be aimed at the collection, but a new content based on the development of relevant geographical, historical and cultural elements, so that the museum group can exist as a theater space with physical evidence and specificity.

Three aspects of work need to be done well in the development of IP for cultural relics and museums

     The data shows that there are 4873 museums in China today. What kind of way should we establish effective connection with the audience for the cultural relics that cannot be measured in the collection, so as to form a cross space dialogue and exchange. "It is of great significance to explore cultural resources in depth, reproduce the collection story by combining modern technology and artistic means, follow the history and culture, and build a bridge between the audience and the museum." QianLiJu Design Institute founder partner Zhang Bingkun said so.

Photo by Wei Jinjin, reporter of China economic network

     So, how to develop the cultural resources deeply, form the IP which is deeply rooted in the hearts of the people, and play its unique cultural charm? Zhang Bingkun believes that at least the following three aspects need to be done well: first, carefully study the psychological characteristics and interest characteristics of the audience, deeply develop, integrate values and universal elements, take the audience as the center, build a link bridge between cultural resources and audiences; second, make features around the characteristics, find flexible and diverse communication methods and in-depth application. For example, identify the core, develop high-quality cultural and creative derivatives, attract groups outside the core audience in more ways, find new audiences and expand boundaries through new collection interpretation methods; third, cross-border cooperation and collaborative design to create IP that meets the requirements.

The development of cultural and creative products needs strong life and light culture

     As an important part of the development of cultural and creative IP, in recent years, domestic museums, large and small, set off a boom in the development of cultural and creative derivatives. How to do a good job in the cultural and creative development of museums, each museum is faced with different actual situations and development strategies, but there are still certain rules to follow in the implementation of marketization.

      "Cultural, cultural and creative products need strong life, light culture, exquisite creativity and careful design." Zhu Jun, founder of Jiangsu Hangang Cultural Development Co., Ltd., said at the "Shanghai Jiaotong University · Litian new cultural innovation China operation and Development Forum". He said that only by putting people's needs for a better life in the first place, rather than just putting culture in the first place, can we create and design cultural, cultural and creative products that meet the needs of the public and have characteristics. "Only products that resonate can have a good market.".

      Combining with successful cases such as the Palace Museum and the national Expo, he said that cultural and Expo products need not only to be created by design, but also to be created through training, "corresponding supporting facilities such as brand service, social service, terminal service and social service" should be provided. Cultural, cultural, cultural and creative work should not only be done by the cultural and creative departments, but also by the cooperation of all departments of the museum and the cultural tourism system of the whole place. So, how to build the brand of cultural and museum? Zhu Jun believes that first of all, we should focus on the characteristics of cultural relics and museums, focus on characteristic products, secondly, we should spend time accumulating fans and word-of-mouth, and thirdly, we should maintain the ability of continuous output. In addition, it is necessary to integrate professional knowledge sharing with tools.

Pay more attention to IP development intellectual property arrangement

      Combined with the rules and modes of IP copyright operation in international cultural and Museum, Wang Siyuan, a full-time lawyer in media and entertainment business, said that in the development of icibo IP, the operation of intellectual property rights with copyright as the core and supplemented by appearance patents, trademarks and trade names runs through the whole situation. The "right chain" is not only the organic connection of every link, but also the cornerstone of project development. If there are defects in the compliance of intellectual property rights, it may have hidden dangers for the subsequent development and progress of the whole project. Similarly, the intellectual property arrangement of IP development of icibo is mainly decided by the parties to exercise autonomy through agreement. Among them, the scope of authorization, the ownership of rights, the way of use, the payment of consideration and the exercise of the right of approval should be the top priority.

     He also said that the current IP development of International Cultural Expo has formed a complete system, mature operation, and detailed and complex related protocols. As a new force in the IP development industry of cultural relics and museums, although museums in China have a good situation of rich collections and broad development prospects, more efforts should be made in legal understanding and contract negotiation and drafting.

November 26, 2018

Editor: Pumpkin

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