Professor Zheng Xinwen, director of the art management department of Shanghai Conservatory of Music, answered in a question and answer about what qualities students majoring in art management need, what major is art management and what the future employment direction is: "What qualities do students majoring in art management need? -first of all, we must love art and have a certain degree of participation; The second point is that students should be extroverted and good at communicating with people, and this major needs to deal with people; The third point is strong writing ability, which requires Chinese and English writing ability, and needs to write a lot of reports and planning books. In addition, this industry is in line with international standards, and many programs need to be introduced, or domestic programs need to be taken abroad, so foreign languages must be excellent. Some insiders say that the competitors of our art management students are not art management students from other universities, but students from Foreign Languages Institute, and their computer skills are also very strong. Finally, our industry is a cross-disciplinary industry. On the one hand, we should understand art, on the other hand, we should understand management. Therefore, students need to be very flexible and like to touch new things, because everything in this industry is different every day. From the perspective of management, it is best to standardize everything when dealing with artists. Only artists do not like standardization. The artist wrote a song today and will change it here and there tomorrow. Therefore, as a manager, you need to have strong adaptability. What kind of major is art management? —— Simply put, art management is to build a bridge between art and society and our common people, and art managers act as bridges. " What is the future employment direction? -In Hong Kong, Professor Zheng began to be a full-time teacher in colleges and universities, but he has been engaged in the music industry. Professor Zheng's first job was to promote elegant music, including folk music and symphony. He said: There are many youth bands in Hong Kong, and one of their jobs is to be the managers of these youth bands and help them promote them. He said: "One of the most important tasks of art management is art exchange. Mass cultural activities in various districts, popularizing music education and other work, so that bosses can get in touch with music as much as possible. "Therefore, his job needs to plan a lot of music activities. Professor Zheng said: "His second job is to raise money for an orchestra in Hong Kong, seeking sponsorship and raising funds. Later, considering the marketing work, marketing needs to sell performance tickets and publicize the activities and performance content of the orchestra. Marketing and sponsorship are more important tasks in the field of art management. With the marketization of their orchestra, these two tasks have attracted more and more attention. There is a lot of marketing work in the Mainland, and sponsorship is only available in individual orchestras, but he personally believes that there will be more similar work in the future, because each art group needs more funds. "Professor Zheng said:' Project planning is also a very important work in art management'. His third job was as the executive director of the Hong Kong Arts Festival for six years. Basically, he is responsible for all matters of the art festival, making program planning, such as program arrangement. Even including managing finance, personnel, etc. I will come into contact with many different artists and other jobs. Professor Zheng's fourth job is to be the director of Hong Kong Radio 4, a radio station that plays elegant music and classical music 20 hours a day. He said:' This job is mainly about program planning, but different from the previous job, it involves media management, and mentioned:' There are also art and humanities channels, television, etc. This field is constantly developing. Professor Zheng's last art management job was as Secretary-General of the Hong Kong Arts Development Council. He said,' Today's art troupes are mostly non-profit, but there are also some profit-making organizations, such as musicals. But generally speaking, non-profit art institutions are very common and need government funding. "Performing arts brokers and performing arts venues, the two major art management work, he has not been involved. Taking more than 65,438+000 performing arts brokerage companies in Shanghai as examples, he mentioned:' Brokerage companies not only engage in classical music, but also involve pop music, and many graduates from their colleges have also entered the work of international performing arts brokerage companies; Our country is also constantly building more art performance venues. Although there are some shortcomings, it is definitely a very good thing for our art management industry. Professor Zheng gave us a clear general navigation, that is: "Art management needs students to spread art by management methods, and at the same time, it needs to maximize the benefits of art activities. What are the artistic benefits? Can you impress the audience? What is the economic benefit? How many people came to the show? Is it sponsored? Whether to maximize social benefits? We hope that not only rich people will come to enjoy the concert, but also more people will be exposed to elegant music. "