Mark Stocker:金曲獎和金馬獎,能不能讓台灣變成「亞洲坎城」?

2017/06/23

第27屆金曲獎頒獎典禮。圖片來源:金曲GMA粉絲專頁

台灣的金曲獎和其他4個金獎有潛力將台灣打造成華人創意的領頭羊,不但能帶來經濟優勢,更能提升台灣的形象。

第28屆金曲獎將於本週六在台北舉行,獎項褒揚「流行音樂」與「傳統暨藝術音樂」的傑出音樂人,並涵蓋了國語、台語、客語和原住民族語等4種語言,被讚譽為大中華區的葛萊美獎,在華人世界中的影響力不容小覷。今年的活動預計吸引超過400萬的電視和網路直播觀眾;頒獎結束後,數千萬人將透過電視新聞、報章雜誌、網路報導以及社群媒體等方式,獲得典禮當晚的訊息。這個夜晚,將帶給新人職涯起飛的機會,並開啟前往大中華區、亞洲甚至是世界各地發展的大門。 

▋大中華地區最受尊崇的文創產業獎項

金曲獎是台灣文創產業的五大「金獎」之一,其中歷史最悠久的,是至今已達55年的「金馬獎」,表揚電影界卓越成就;邁向第52屆的「金鐘獎」,持續肯定電視圈創作能量;「金鼎獎」表彰新聞和出版業的專業表現,至今已進入第41屆;而最年輕、卻也已擁有36年歷史的「金點設計獎」(2009年更名),則獎勵在產品、視覺傳達、包裝和空間設計的佳作。

台灣應以此金獎五重奏為榮。這片土地上長久以來蓬勃發展的文創產業,以及設立獎項的遠見,孕育了今日大中華區高度受肯定的創意產業獎項。獎項的影響力除了歸功於悠久歷史之外,其公信力更是受到各界的高度重視的原因,為參與者、大眾──尤其是來自其他國家的藝術家和創意人士們──帶來了無與倫比的信心。他們被獎項的公正客觀、沒有黑箱作業所吸引,大中華地區鮮少有獎項可以做到如此。

▋華人市場中創意表現的權威

隨著創意產業為亞洲帶來越來越多的經濟貢獻,台灣這五金獎如今的影響力更不可同日而語。就像美國奧斯卡獎和葛萊美獎對西方電影、音樂產業的重要性,台灣的金獎由於其不可撼動的地位,已成為華語世界最佳創意表現的權威代名詞。

華人市場不只涵蓋大中華區,更包含東南亞的華語社群,現今已成為全球最大的單一消費市場,總估有超過15億消費者。這個市場的持續壯大和發展,將為文創產業帶來前所未有的關注和需求,並為產業創造出榮景和機會,同時也是台灣「金獎」的良機。 

▋享譽國際的同時,也聽到國內不滿的聲音

這些獎項在中國、香港和馬來西亞日漸受到歡迎的同時,近年來在台灣也開始出現一些不滿的聲音。有一些人不滿愈來愈多中國的作品和演員拿下獎項,他們認為獎項失去了支持台灣創作者的意義。不滿的聲浪也散播到大眾輿論之中,減少了台灣大眾對於獎項的興趣。

雖然支持台灣創作者是理所當然的,但是這些獎項同時也肩負著提升台灣經濟和國家認同的重大責任。如果回歸到過去的形式,只評選本地作品,將會孤立台灣的創意產業,阻絕與外界的良性競爭,並失去與亞洲各地蓬勃發展的商機。此外,如果將獎項侷限於僅讓國內作品參賽,不但可能會削弱其他市場對獎項的興趣,最終更可能會降低獎項的經濟價值、以及減少台灣藝術創作者進入10多億華人消費市場的機會。

▋五大「金獎」的經濟潛力無窮

近幾年來有多位台灣藝術家和設計師獲葛萊美獎提名,以這樣的國際獎項為例,我們可以檢視創意產業獎項所能帶來的經濟價值。火星人布魯諾(Bruno Mars)在2017年葛萊美頒獎典禮演唱《That’s What I Like》後,單曲銷售量增長354%;拿下5項葛萊美獎的愛黛兒(Adele),專輯銷量也大大地提升了238%。近年的研究更顯示,舉辦葛萊美獎間接為洛杉磯當地帶來高達24.1億新台幣的經濟效益。

法國坎城是坎城影展和坎城國際創意節的主辦地,長期以來與創意產業建立了緊密的連結。2014年兩大活動舉辦期間,坎城吸引了超過4,600名記者,可說是相當於12.1億新台幣的廣告價值,深化坎城身為創意產業重鎮的國際聲譽。同一年度,參與活動者在當地旅館的住宿高達476,200筆,餐廳供應了677,000份餐點;活動的媒體曝光也成為坎城觀光業的絕佳行銷利器。

▋「金獎」為台灣帶來無限商機

儘管坎城沒有當地的電影、音樂或電視產業,仍在產業中扮演重要的角色。台北就像坎城一樣,擁有長期蓬勃發展且聲譽極佳的知名獎項,在文創產業中也佔有相當的領導地位。坎城的成功應當能鼓勵台灣和台北市政府,進一步支持5大金獎。

在未來的10年中,華人市場的文創產業將出現前所未有的成長,甚至走向全球。如果台灣金獎能夠成功地定位為華人文創界的權威,肯定將為台灣帶來無可限量的效益。

本文為中英雙語呈現,以下為英文原文:

There is a golden opportunity in Taiwan’s five golden Awards.

Taiwan’s five golden Awards have the potential to establish Taiwan as the arbiter of huaren creative arts, not only bringing economic advantage but also bolstering Taiwan’s national identity.

This Saturday Taipei will play host to the 28th annual Golden Melody Awards. For those who aren’t familiar with the Award, Golden Melody recognizes outstanding achievement in both popular and traditional music in Mandarin, Taiwanese, Hakka, and Formosan languages. The Award has been called the Grammy’s of Greater China, an accolade that speaks to the growing influence of the Award throughout the Chinese-speaking (huaren) world. This year’s event is expected to draw a combined live-television and live-streaming audience of over 4 million. Many tens of millions more will catch news of the evening’s happenings via television news, print and online newspapers, and social media on the days following the event. The evening will kickstart the careers of new artists and open doors to commercial opportunities across Greater China, Asia and beyond.

▏Greater China’s most respected creative industry awards.

Golden Melody is but one of five awards from Taiwan that celebrate achievement in the creative arts. The Golden Horse Awards, the longest running of the five golden Awards, recognizes outstanding achievement in film (now in its 55th year). The Golden Bell Award celebrates the best of television (now in its 52nd year). The Golden Tripod recognizes achievement in journalism and publishing (now in its 41st year). And, last but not least, the Golden Pin Design Award—having adopted the Golden Pin moniker in 2009—recognizes the best of product, visual communication, packaging and spatial design (now in its 36th year).

Taiwan should take great pride in its quintet of golden Awards. The island nation’s long-vibrant creative industry and the foresight of the Awards’ founders have produced what are today Greater China’s most highly regarded creative industry awards. The Awards are held in high regard not only for their longstanding histories, but also for their reputation for objectivity. Taiwan’s golden Awards have established an unmatched confidence among participants, the public, and, in particular, artists and creatives from other nations (especially China) who are drawn to the Awards’ impartiality and the absence of closed door deals. Few awards in Greater China can claim the same.

▏Arbiter of the huaren creative expression?

With the economic contribution of creative industries growing in Asia, Taiwan’s quintet of awards are now in an enviable position of influence. Much as the Oscars and Grammy’s have a measurable influence over the Western film and music industries, Taiwan’s golden Awards, with their firmly established reputations, are in a unique position of being an arbiter of the best of creative expression in the Chinese-speaking world. 

The Chinese-speaking, or huaren market is a loosely defined group of people connected by shared linguistic and cultural heritage. It includes not only Greater China, but also Chinese-speaking populations in Southeast Asia, and now makes up the world’s single largest consumer market—more than 1.5 billion consumers and counting. The ongoing growth and development of this market will lead to unprecedented interest and demand for the creative arts, and unthinkable opportunities for the awards that honor these industries. This is a golden opportunity for Taiwan’s golden Awards.

▏International success is contributing to local discontent.

While the awards are increasingly well-received in China, Hong Kong and Malaysia, recent years have been witness to voices of discontent here in Taiwan. A small number of commentators have been vocal about their dissatisfaction with the increase of winners from Mainland China. They see recognition of artists from other markets as a sign the Awards aren’t doing their part to support Taiwanese creatives. Some of this discontent has even spilled over to citizens, who are showing increased apathy toward the Awards. 

Arguments for greater support of local creatives have merit, but also put at risk the need to recognize the wider value the Awards can play in the advancement of Taiwan’s economy and national identity. Advocating for a return to the past, a time when the Awards were only open to entries from artists from Taiwan, risks isolating Taiwan’s own creative industry from healthy external competition and from the commercial opportunities that are now mushrooming across Asia. Furthermore, returning to a Taiwan-only award format would likely dampen interest in the Awards in other markets, ultimately diminishing the economic contribution of the Awards and the marketing value for Taiwanese artists excited to tap into the billion-plus person huaren consumer market.

▏The five golden Awards have tremendous potential for economic impact

We need only look to awards such as the Grammy’s—a globally-oriented award that nominated several Taiwanese artists and designers in recent years—to understand the economic value of today’s creative industry awards. Bruno Mars’ performance of the song ‘That’s What I Like’ at the 2017 Grammy’s resulted in a 354% increase in song sales, while Adele’s five Grammy’s led to an equally significant 238% increase in album sales. A study conducted in 2014 further revealed hosting the Grammy’s resulted in an indirect economic benefit of USD80million for the county of Los Angeles.

In Cannes, France, host to the Cannes Film Festival and the Cannes Lion Award—an award recognizing outstanding achievement in creative communications and advertising—the city has built a strong connection with creative industry. In 2014, these events drew more than 4,600 journalists leading to the equivalent of USD40million in advertising value for the city. In the same year, event attendees booked 476,200 nights at local hotels and the city’s restaurants served 677,000 meals. The exposure generated by the events also serves as an immeasurably valuable marketing tool for the city’s tourism.

▏Five awards make for one golden opportunity for Taiwan

Like Cannes—a city without a local film, music or even television industry—Taipei is in the enviable position of owning five long-standing and well-reputed awards celebrating all five major classifications of creative industry—filmmaking, television programming, music, publishing and design. The success of Cannes should be of encouragement to the governments of Taiwan and Taipei City to further their support for all five golden Awards. Within the next decade, huaren creative arts will witness unprecedented growth and are even likely to go global. The successful positioning of Taiwan’s golden Awards as the arbiters of the outstanding achievement in huaren creative arts will no doubt bring immeasurable benefit to Taiwan.

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