August -- The Futures Present Opinion: "The Future is Forever Frontward"

We take the title of this post from one of the music videos that has been circulating on Chinese television during the Olympic Games. The video, comprised of numerous rising singer-stars from Chinese burgeoning music industry dancing and singing together on a fusion set of hutong architecture, and various water and light displays, has been airing on CCTV.

In total, 10 music videos were officially sponsored by the Chinese Olympic Advisory Committee, and have been playing on Chinese Television for months. The thematic song "Beijing Welcomes You," from which the cartooned "Fu Wa" Olympic icons draw their names, included over 100 of China's biggest performers. Here is a link to the video with translation and a comprehensive list of the stars shown throughout the video.

Other videos are listed here:

One World One Dream by Liu Huan and Na Ying
Everyone is No. 1 by Andy Lau
This Is Our Dream by Wang Feng
Stand Up feat. Jackie Chan, Leehom Wang, Stefanie Sun, Han Hong
Forever Friends by Sun, Nan, and Amei
Sky by Jing Tan
We Are Ready by Nicholas Tse
Love's in Beijing by Sun Nan
Living Together on the Blue Planet by Nicholas Tse and Joey Yung
Cheers for Life by Han Hong and Yu Quan



The production for many of these music videos was conducted in late 2007 and early 2008 -- a testament to the speed and proficiency that Chinese media has learned for orchestrating projects of this scope. Perhaps one of the most interesting insights that these videos give us from a production perspective is the amount of cooperation that the Chinese government was able garner from both mainland and Hong Kong super stars. While little has been posted concerning the production budgets of these videos, we are curious to know the expense incurred to bring so many lucrative names together. If these artists were compelled more by a sense of national pride, and obligation, rather than a paycheck, it could have significance in the continued development of China's multi-media environment.

Many of the themes prevalent in these songs and videos are very much oriented toward egalitarian and future-thinking ideals. Camera shots of children, para-Olympian athletes, multi-ethnic crowds, and many of China' s iconic architectures combine to present us with an overview of the national media atmosphere. The transference of the broadcast ideals to the viewing audience has yet to be gauged nor fully unfurled. However, at least in Beijing, the extent to which these videos have pervaded television screens and available channels is extensive, thus implying that some reactions should be observable, both long term and short term.

It is still unknown to what degree these videos are airing outside of Beijing, but each deserves viewing (for entertainment of course), and analysis of content( for later enquiry).