In Xining, Qinghai Province, a vibrant scene unfolds nightly near Jiuyan Spring. Hundreds gather in an open-air plaza, seeking respite from the day’s lingering heat with fluttering fans, their cheers and applause a rhythmic chorus for the performers center stage.
This is grassroots entertainment at its finest: a celebration of Northwest China’s distinctive folk music, “Hua’er.” Men and women, young and old, representing a tapestry of professions, step into the spotlight to express their innermost thoughts and feelings through melodies both soaring and drawn-out.
Behind the energetic performances stands Cheng Shizhong, the driving force behind the event. For nearly a decade, Cheng has dedicated himself to performing and propagating “Hua’er,” innovating its presentation to draw a wider audience to the once-niche genre.
Now, Cheng travels from place to place, spearheading the “Village Stage” initiative to discover “Hua’er Stars,” providing a platform for enthusiasts. He’s also embraced the role of a Kuaishou influencer, leveraging the power of mobile video to break down generational barriers and geographical constraints, spreading the seeds of this musical heritage far and wide.
Innovation is key. Cheng’s journey with “Hua’er” began with a desire to revitalize the traditional art form.
Born in 1970 in Qinghai’s Datong County, Cheng Shizhong returned home after junior high to work on his family’s farm. Herding sheep provided ample time for singing “Hua’er,” a pastime that became a crucial outlet in his otherwise monotonous life.
Common throughout Qinghai, Gansu, and Ningxia, “Hua’er” is celebrated as the “Soul of the Northwest.” Officially recognized as an Intangible Cultural Heritage of Humanity in 2009, “Hua’er” boasts a history spanning over 400 years. In Cheng Shizhong’s village, “Hua’er” serves as a tool for articulating emotions. “We grow up hearing ‘Hua’er,’ and we can sing it spontaneously,” he explains. “There are no lyrical constraints, and no formal requirements. If you’re happy, you sing a happy tune; if you’re sad, there’s a melancholic melody. We sing wherever we go; wherever we are becomes our stage.”
Cheng’s performances echoed through village alleys, to grazing sheep, and across distant mountain crevices. The more he sang, the more his passion grew, and he began to develop a creative vision. “Back then, I would repeatedly play ‘Hua’er’ records, but I felt the visual component was missing,” he recalls. “It could hold your ears, but not your eyes. I had an idea: what if I combined ‘Hua’er’ melodies with dramatic storylines? Wouldn’t that be even more captivating?”
Thus, scripts for “Hua’er” vignettes began to take shape. Journeying to Xining City, Cheng persistently sought a director willing to take a chance. His persistence paid off: A director recognized his talent. The novel format, blending relatable stories of Northwest rural life with humor and “Hua’er” tunes, resonated with local audiences.
The resulting discs became instant bestsellers in local audio-visual stores. Clips featuring Cheng proved particularly popular, cementing his status as a beloved local folk artist.
“Hua’er” opened doors to a new life for Cheng Shizhong. Following the success of the “Hua’er” vignettes, he established his own performing arts troupe, receiving numerous performance invitations. From grand openings to temple fairs, Cheng Shizhong became a fixture in local events.
Reflecting on those early days, Cheng says, “Nobody expected a rural shepherd to become a household name because of ‘Hua’er.’ It gave me a second life, allowing me to pursue my dreams.”
Embracing Digital Platforms: The “Pocket Stage” and the Rise of Online Streaming
Cheng Shizhong initially joined Kuaishou with the hope of expanding his performance opportunities.
In the live performance circuit, he noticed that event organizers increasingly preferred performers with a Kuaishou presence. “Offline performances alone don’t generate enough publicity,” he observed. “They require live streaming now – everyone enjoys watching it.”
Around 2018, Cheng Shizhong created a Kuaishou account called “Hu Sanxi’s Joyful Life” and began uploading snippets of his “Hua’er” performances. Within two weeks, he amassed over 500,000 followers. “On the first day, nearly 80,000 viewers tuned in to my livestream,” he recalls.
The influx of fans eager to listen to his music gave Cheng a sense of accomplishment, but a new challenge emerged. “Live streaming is entirely different from offline performances,” he realized. In live performance, he could see and interact with the audience. Direct feedback was readily available. “In a livestream, however, I can’t see the viewers’ expressions or hear their laughter. It feels sterile, and it becomes increasingly awkward.”
Despite these concerns, Cheng actively sought solutions. “Outdoor live streaming” proved the ideal format.
“I have a strong local following,” Cheng explains. “Whenever I stream outdoors, crowds gather. With people cheering me on, I feel more energized. My streams attract more viewers, and the engagement is better. My average daily viewership reaches five to six thousand.”
Cheng acknowledges that “Hua’er” performances are often clustered in specific periods, with increased demand during “Hua’er” festivals (typically from April to July) and around the Lunar New Year. “Last year, I performed over 400 shows, with 100 of them during the Lunar New Year,” he says. “It’s common to perform at two or three venues a day. But outside those peak periods, performance opportunities are limited.”
These gaps in his offline performance schedule unexpectedly fueled his online streaming career. As more and more users flocked to his livestreams, drawn by Cheng’s vocal skills and the unique blend of storytelling and “Hua’er” tunes, the connection between Cheng and his online audience grew stronger. This connection translated into larger crowds in the plazas where he performed, attracting upwards of 500 people on slower days, while fans traveled from distant regions just to see him in person. Online viewership soared, sometimes reaching over 40,000.
Discovering New “Hua’er” Talent: Kuaishou Helps Revitalize Traditional Folk Music
The enthusiasm surrounding his livestreams struck a deep chord with Cheng. He notes that in the past, both the older and younger generations could sing “Hua’er,” but now, “the older generation of ‘Hua’er’ performers is aging, and young people lack interest in traditional folk music.” Preservation, he emphasizes, is the most urgent challenge facing “Hua’er.”
Kuaishou offered him new hope of bringing traditional folk culture to a wider audience and invigorating it for a new era. In July, Kuaishou’s rural initiative launched the “Village Stage” campaign, encouraging content creators to organize entertainment activities in rural areas during the off-season. By utilizing outdoor livestreams, talent showcases, and combining “offline staging” with “online streaming,” Kuaishou aims to provide accessible entertainment for villagers, offering respite from their daily labors and providing a platform for talented folk artists to thrive. The initiative also aims to promote unique and often forgotten folk customs and performances through accessible and efficient online channels.
Capitalizing on these new opportunities, Cheng launched the “Hua’er Star” talent search in July. He organized performances in towns and counties across Qinghai, broadcasting the events live on Kuaishou. During the livestreams, Cheng invites viewers to perform onstage, awarding “Hua’er Star” titles, along with cash prizes and beauty and skincare product gifts, to outstanding performers. “We stay in touch with these ‘Hua’er Stars’ and build a talent pool for future competitions and events,” he explains.
Cheng sees this approach is as a way to discover new talent, as well as an opportunity to introduce more young people to the art form and contribute to its preservation through community engagement. When audience members come together to enjoy the show, they are able to see ‘Hua’er’ which can spark a new appreciation.
Cheng was particularly impressed by an 11-year-old contestant. Raised by her grandparents, this young girl was inspired by her grandmother, who sang “Hua’er,” and her grandfather, a skilled erhu player. By the age of two, she was already singing along to her grandfather’s accompaniment. Her performance during Cheng’s plaza tour on July 14th drew rave reviews from the audience.
Today, the 54-year-old Cheng Shizhong has attracted over 1.3 million followers, with Kuaishou livestreams generating up to 1 million RMB in GMV. However, it’s not the popularity or revenue that brings him the most joy, but rather the fact that “Hua’er” is reaching a wider audience than ever before through Kuaishou.
“The number of users singing ‘Hua’er’ on the platform is growing,” he says. “Even those who don’t know how to sing are using ‘Hua’er’ as background music for lip-sync videos. Kuaishou is empowering young people to amplify the influence of ‘Hua’er,’ spreading awareness and inspiring others to learn and imitate it. I see that as a positive development.”
Looking ahead, Cheng Shizhong doesn’t have grand, long-term plans. “I’m focused on delivering great performances, discovering new talent, and, with the support of Kuaishou’s rural initiatives, helping ‘Hua’er’ reach even greater heights. That’s what matters most to me right now.”
Original article, Author: Tobias. If you wish to reprint this article, please indicate the source:https://aicnbc.com/6700.html
