Entertainment Lions For Music > Branded Content for Music

MAGNIFICENT

THE NINE, Shanghai / YOTKAN ANCIENT CITY IN XINJIANG, CHINA / 2024

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Original Content

Overview

Credits

Overview

Why is this work relevant for Music Entertainment?

In order to attract more tourists to the Yotkan Ancient City in Xinjiang, China, we have created a music video, and invited the musician Ma Shangyou to sing a song called ‘A Thousand Years’, praise the magnificence of this ancient city with a history of a thousand years. The music video follows a young cyclist as he journeys through Yotkan Ancient City, witnessing moments that transcend a thousand years. It features scenes of a princess on horseback galloping through the desert; The trumpeter lying in the vast snowy wilderness soloing for the flock of sheep etc.

Please provide any cultural context that would help the Jury understand any cultural, national or regional nuances applicable to this work.

The Yotkan Ancient City in Xinjiang, China, is a city with a history of thousands of years. It was the capital of the ancient Khotan Kingdom, one of the Thirty-Six States of the Western Regions during the Han and Tang dynasties. It's a renowned historical site located in Hetian, Xinjiang, China, It was also an important town on the ancient Silk Road leading to Central Asia and Europe. The Yotkan Ancient City is home to 19 ethnic minorities, such as the Uyghur, Han, Kazak, Mongolian, and other ethnic groups, where various cultures are exchanged and integrated.

Background

Yotkan Ancient City was the capital of the ancient Khotan Kingdom, one of the Thirty-Six States of the Western Regions during the Han and Tang dynasties. It's a renowned historical site located in Hetian, Xinjiang, China. Through a promotional short film, this brand aim to attract tourists to experience the magnificent of Yotkan Ancient City.

Describe the strategy & insight

The name "Yotkan" in ancient Xinjiang language translates to "blanket in the desert." We unveil this "blanket" and explore the magnificent of Yotkan Ancient City, including its architectural aesthetics, historical culture, local customs, culinary delights, and traditional performances.

Describe the creative idea

We collaborated with musician Ma Shang You to create a song titled "A Thousand Years" dedicated to this ancient city. The film follows a young cyclist as he journeys through Yotkan Ancient City, witnessing moments that transcend a thousand years. It features scenes of a princess on horseback galloping through the desert; The trumpeter lying in the vast snowy wilderness soloing for the flock of sheep; a Uighur girl dancing on a rooftop; a soccer enthusiast agile as a hare on the trunk of a Populus euphratica; The elderly motorcycle couple, conversing affectionately about their love as they wander the world; Performers enveloped in 39 meters of emerald silk, resembling living sculptures in motion; The enchanting silhouette of a Loulan heroine running along the eaves of a red wall etc. This dreamlike and enchanting realm showcases the "magnificent" of Yotkan Ancient City to the world.

Describe the craft & execution

In March 2023, music artist Mr. Ma Shangyou began composing music for the Yotkan Ancient City in Xinjiang, China, thanking lyrics and singing with his own voice. In September 2023, this song was finally completed and became the theme song of this ancient city. Shangyou 's original music is based on the beautiful scenery of Yotegan Ancient City in Xinjiang, China, and blends personal imagination. The melody combines the regional characteristics of Xinjiang, while incorporating traditional Chinese classical music. It sounds full of oriental exotic charm and can ignite people's love and yearning for this ancient city.

Describe the results

This music video has received over 60 million views since its release on various media in China, and this attracted tens of thousands of people to visit Yotkan Ancient City. Surprisingly, it has attracted many young people to download this song on the NetEase Cloud Music platform. The ancient brand has been rejuvenated with new vitality.

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