Danang literature and arts with cultural industry

On the morning of December 5, the Union of Literature and Arts Associations of Da Nang City organized a workshop on "Da Nang Literature and Arts with Cultural Industry", gathering nearly 100 delegates who are leaders of cultural management agencies, experts, researchers and many artists from 9 specialized associations of the city.

The workshop attracted a large number of artists from 9 professional associations of the city. Photo: DOAN HAO LUONG

The workshop took place in the context of Da Nang being oriented to become one of the three key cultural industrial centers of the country, and at the same time being a locality prioritized for investment in building a National Creative Design Center according to the Strategy for the Development of Cultural Industries in Vietnam to 2030. The city aims that by 2030, revenue from cultural industries will contribute about 7.5% of GRDP, becoming an important economic sector, creating new momentum for sustainable development.

The composition is still in the form of "single work"

In his opening speech, poet Nguyen Nho Khiem, Chairman of the Union of Literature and Arts Associations of Da Nang City, emphasized that the role of the city's artists is not only as creators of works, but also as the core content production force for the entire cultural industrial value chain.

“With nearly 1,500 members, spanning from literature, music , theater, fine arts to photography, architecture, and folk arts. Many authors have won Central awards, with works that have left their mark on the public. This is an important “content mine” for the cultural industry if we know how to organize and exploit it. However, most of the creative achievements still exist mainly in the form of “single works”, not yet developed into a chain of cultural industrial products with sustainable economic and social value”, poet Nguyen Nho Khiem emphasized.

In terms of literature, Da Nang - Quang Nam has had many novels, short stories, memoirs, poems about history, urban memories, revolutionary wars, islands, etc., but the number of works adapted into feature films, documentaries, stage plays, audiobooks, e-books, comics, games, experiential tours, etc. is still very limited.

Regarding music, there are many good songs about Da Nang, but the number of works that have been invested in professional MV production, have their copyrights exploited, and are included in the tourism - festival - entertainment chain, becoming the "signature" to identify the city is still small.

Regarding fine arts and photography, the number of paintings, sculptures, and art photos about Da Nang - Quang Nam is quite large, but most of them stop at exhibitions, awards, and displays; they have not been "redesigned" to become souvenirs, limited edition prints, digital products, or background content for creative design.

In particular, the cultural industry requires a complete value chain including creation - production - distribution - marketing - consumption - reinvestment. This value chain only stops at creation - awards, lacking important links such as independent producers, media - entertainment companies, design studios, copyright exploitation units, professional distribution - marketing channels, and fair profit sharing mechanisms between artists - producers - distributors.

While the national cultural industry strategy emphasizes the role of digital transformation, most of the works and activities of the nine sectors still depend on traditional paper publishing, live stage performances, physical displays at museum exhibitions, etc.

Researcher Bui Van Tieng believes that the cultural industry in the performance field in Da Nang will develop more favorably when the Da Nang Traditional Arts Theater gathers and properly promotes the force of scriptwriters, directors and actors after the merger; but in the cultural industry, brand plays an extremely important role, so it will be a strong brand if the Traditional Arts Theater is renamed Nguyen Hien Dinh Traditional Arts Theater.

To meet the new requirements for the development of literature, arts and cultural industry, Dr. Vu Dinh Anh, Regional Political Academy III, proposed that the city needs to build a Vietnamese cultural policy in the new period that combines modern theory and national tradition, between the creative institution and the creative market, between talent training and improving the aesthetic taste of the public, between investment in physical infrastructure and digital platforms, between integration and maintaining identity, between creative freedom and civic responsibility... Implementing these requirements well will contribute to making Vietnamese literature, arts and cultural industry serve both social needs and the development of the state economy.

Need to establish the role of traditional art

Da Nang City is home to two world cultural heritages, Hoi An ancient town and My Son Cham tower complex, along with hundreds of national, provincial and city-level relics; along with various types of intangible cultural heritage - the soul of Quang culture. In the national tourism development strategy, cultural heritage is identified as a pillar of cultural tourism.

The strong development of event tourism, experiential tourism and night tourism in Da Nang - Hoi An opens up great opportunities for traditional performing arts. However, the exploitation of these values ​​is still scattered, lacking a strategic link between traditional arts and tourism products. Therefore, re-evaluating and promoting the value of tuong, bai choi and hat ba trao has become an urgent requirement.

Researcher Ho Xuan Tinh, City Folk Arts Association, suggested that the city should have a project to establish the role of traditional performing arts in the overall cultural planning. This project not only orients the cultural sector but also integrates into the city's tourism development strategy. In particular, tuong, bai choi and hat ba trao are identified as the 3 "pillars of performing heritage".

In addition, there needs to be a support mechanism and conservation and innovation policy; encouraging young artists to participate in multimedia creation combining tuong and bai choi with animation, short films, virtual stages or smart tourism applications.

Regarding this issue, Dr. Hoang Thi Huong, School of Languages ​​and Social Sciences, Duy Tan University, said that promoting folk arts in the context of cultural industry requires a mindset that combines the traditional preservation model with a heritage management model according to a creative ecosystem.

“With this approach, heritage is not only preserved as cultural memory, but is activated through the following links: documentation - digitization - content creation - distribution - commercialization, with the participation of the State, community, creative enterprises and cultural - educational institutions. For Da Nang, creating such an ecosystem is a prerequisite to turning folk arts into a resource for cultural and economic growth,” Dr. Hoang Thi Huong suggested.

With a long-term vision, folk arts can absolutely become a driving force to promote the image of a creative, humane and different Da Nang, while making a practical contribution to the city's cultural industry development strategy. The important thing is that solutions need to be implemented consistently, focused and flexibly adjusted according to the movement of cultural and economic life. At that time, folk values ​​will not only be preserved as community memories but will continue to be recreated, renewed and spread, contributing to fostering cultural vitality and enhancing the competitiveness of Da Nang city in the future.

Source: https://baodanang.vn/van-hoc-nghe-thuat-da-nang-voi-cong-nghiep-van-hoa-3313836.html