Project Profile
Music is part of life for people nowadays. They take music as entertainment usage or kind of attitude representative.
Many definitions of music implicitly hold that music is a communicative activity which conveys to the listener moods, emotions, thoughts, impressions, or religious, philosophical, sexual, or political concepts or positions.
As music categorized by language, Mandarin Pop Music is a loosely defined musical genre by artists originating from mainland China, Hong Kong, and Taiwan. Taiwan is the core spot of Mandopop(Mandarin Pop Music). Others come from countries where the Chinese language is used by a large number of the population, such as Singapore and Malaysia. Mandopop is sometimes used as an umbrella term covering not only Mandopop but also R&B, ballads, Chinese rock, Chinese hip hop and Chinese ambient music.
As previous research, Mandarin pop music album industry is having a bad time with sales dropping. People nowadays download music from internet instead of buy music album from physical store. Age range from 20 to 29, rather than teenagers, are the most avid downloaders. Most of them lost the concept of owning their music collection. This make the status of music album have changed through years.
This project is to educate target audience the appropriate way of listening which inspired from this 聽 Chinese character to appreciate the originality of Chinese pop music through buying music album and listening the superior quality music.
Key Message
Chinese language is so meaningful when it turns to the song lyrics in Chinese pop song. The song lyrics is ingeniously combined with the song rhythm by musician to achieve. But the problem is whether the audience know to appreciate the music in the appropriate way?
The key message is inspired by a Chinese character - 聼 (listen)
聼 this character is consisted of 耳(ear), 王(king), 十(ten), 目(eyes), 心(heart).
Therefore achieving the meaning behind “listen” is not easy. We should listen carefully by ears, eyes, heart, pay ten more times hardship for enhancing the efficacy of “listen”.
The “listen” here is not only to convey people that the way to “listen”, it is telling a message that Chinese pop music is meaningfully created. In addition, this project helps to increase the value and status of Chinese pop music industry.
