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泛娱乐时代, 呼唤优质文化IP
2017-08-25 08:32:13 中国青年网
首先,要有优质的“丝绸”,我们必须聚焦、打造有民族文化积淀,并被这个时代所欢迎的IP。一方面是注重传统文化的挖掘,比如我们与故宫合作,在h5里唱RAP的永乐大帝成为年轻人喜欢的表情包;另一方面,应该发挥互联网的连接优势,广泛、开放地去网罗年轻人的创意与天分,汇聚优秀文化创意。
其次,打造文化IP,需要完善的产业链。比如,一些游戏通过“共创”的模式,与小说作者、漫画制作团队、原创音乐人、影视公司以及人气KOL、声优等民间创作团体,在文学、动画、音乐、影视等方面展开合作,在各个文化圈层进行不同的IP演绎。
第三,积极接入全球产业体系和市场,把船开出去,在融合中成长。比如做游戏我们在全球范围内寻找优秀的研发力量,这才有了享誉全球的Riot Games和《英雄联盟》,我们的动漫很早就与海外出版社合作,既引进也出口,我们做影业,成立之初就与传奇、华纳等好莱坞电影公司展开合作……只有融入全球的产业体系,我们才能真正找到自己的优势,才能逐步获得全球视野和全球布局的能力,才能真正让中国文化走出去。
文化,从来不是一个人的事,也不是一家企业的事,它必须汇聚这个时代最优秀、最前沿的力量。不仅如此,打造优秀的文化IP,还需要时间的沉淀,需要我们拿出真正的耐心和匠心,构建一个开放、协作、共生的泛娱乐文化生态,缔造优质的民族IP,开拓出一条属于中国的“数字丝绸之路”!
(作者为腾讯集团副总裁)
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