The Palace Museum, the China National Traditional Orchestra (CNTO), and Universal Music China (UMC) announced the launch of "The Sound of Forbidden City" project at a press event held in the Palace Museum in Beijing on Friday.

Representatives of the Palace Museum, the China National Traditional Orchestra, and Universal Music Group jointly launch "The Sound of Forbidden City" project at the Palace Museum in Beijing, Feb. 24, 2023. [Photo courtesy of UMG]

The joint project aims to promote the innovative development of Chinese traditional culture and present musical compositions with Chinese characteristics, style, and grandeur. 

The Palace Museum, located in the imperial palace of the Ming (1368-1644) and Qing (1644-1911) dynasties, was established in 1925. It was later listed as a UNESCO World Heritage site in 1987. 

"China has a vibrant culture that dates back 5,000 years, and the Forbidden City is a world-renowned treasure. As a result, we are proud to be working with the Palace Museum and CNTO to create an unparalleled musical experience that will become part of a world-class cultural and historical heritage," said Adam Granite, executive vice president of Universal Music Group (UMG) for Africa, the Middle East, and Asia. "We also plan to invite top-notch musicians to join Ms. Zhao and outstanding artists from CNTO in a musical dialogue that inspires and showcases China's rich and profound culture through music to the world."

"The Sound of Forbidden City" project draws inspiration from the Palace Museum's architectural complex and cultural relics to capture the changes of the four seasons through sound, conveying China's distinctive traditional culture embodied by the Palace Museum through music. 

"The Sound of Forbidden City" album, featuring the CNTO performing with world-class artists, is set to release in 2023, with UMG distributing the album worldwide. Plans are also in place for related concerts and a global tour.

The Palace Museum and the CNTO previously collaborated on the "Eternal Happiness of Chinese Festival," a themed audiovisual concert project that blended Chinese music with traditional festival stories in 2020. The project marked the 600th anniversary of the completion of the Forbidden City, the 95th anniversary of the establishment of the Palace Museum, and the 60th anniversary of the founding of the CNTO. The project received positive reviews for its touring performances, organized by the Ministry of Culture and Tourism domestically and abroad.

Executives and officials from the Palace Museum, the China National Traditional Orchestra, and Universal Music Group, as well as relevant officials from China's Ministry of Culture and Tourism, pose for a group photo in front of the Studio of Esteemed Excellence at the Palace Museum's Palace of Established Happiness in Beijing after the launch of "The Sound of Forbidden City" project, Feb. 24, 2023. [Photo courtesy of UMG]

Du Haijiang, deputy director of the Palace Museum, noted that the Palace Museum and the CNTO are entities directly under the Ministry of Culture and Tourism and share the responsibility of inheriting and promoting China's traditional culture.

"We are tasked with extracting and displaying the spiritual traits and cultural essence of Chinese civilization, as well as enhancing the country's cultural soft power and the influence of Chinese culture worldwide," he said.  

Zhao Cong, president of the CNTO, expressed her excitement about the collaboration between the three parties. "Music knows no boundaries, and I believe that with music as the medium, and the collaborative efforts of the Palace Museum's cultural influence, UMG's international communication power, and CNTO's creative and performing strength, 'The Sound of Forbidden City' will undoubtedly attract and bring together a large number of world-class musicians and producers."

She added that the work would allow "the world to feel the beauty of Chinese culture and the charm of Chinese music."

The CNTO is the world's largest traditional music performance ensemble, boasting the largest collection of Chinese traditional instruments. It has engaged in international cultural exchange activities across more than 30 countries and regions worldwide.

A promotional poster for "The Sound of Forbidden City" project. [Image courtesy of UMG]

Aaron Wang, chief financial officer and head of Brand Partnerships for UMG Greater China, stated that as the world's largest music company and a leader in music-based entertainment, UMG has a responsibility to facilitate cultural exchanges between China and the world.

"Through UMC's partnership with the Palace Museum and CNTO, UMG will leverage its global influence and resources to invite influential and outstanding musicians worldwide to deepen their engagement with Chinese national music and create incredible works, bringing Chinese culture to the world," Wang said.

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