Audio/Visual Storytelling Spotlights Premiere of Tan Dun's Buddha Passion

October 26, 2018
SCMP Updates
Mixed media narration highlights legendary composer’s work for 9th New Vision Arts Festival

Legendary composer Tan Dun (谭盾 / 譚盾) is best known for scoring Crouching Tiger, Hidden Dragon and Hero, as well as composing for the 2008 Beijing Olympics. In addition to being named a Unesco Goodwill Ambassador, he has won an Academy Award, a Grammy Award and a BAFTA award.

To highlight the Asian premiere of this national treasure’s latest creation, Buddha Passion, at this year’s 9th New Vision Arts Festival (October 19 to November 18), the Leisure and Cultural Services Department again sought the assistance of SCMP’s Content Specialists, following earlier LCSD projects leveraging SCMP’s unique storytelling ability, in-depth content creation, and editorial skills in sourcing and conducting insightful interviews.

One of the key challenges the SCMP content team faced was Tan Dun’s brief time in Hong Kong. The composer typically resides in New York. Therefore, the SCMP team seized the opportunity to conduct an exclusive interview and photography session with the passionate conductor-composer at the Hong Kong Heritage Museum.

Tan Dun's work is known for transcending the boundary between East and the West, past and the present, and the SCMP team decided on an audio/visual format to represent this transformative quality, with the mixed media storytelling transcribing an intriguing musical journey with Tan.
This branded content episode was published on, comprising a written article with an embedded audio story seamlessly integrated into the interview, alongside Tan's iconic music pieces and sound effects. The content was presented in a layout design featuring a map illustration of the Silk Road.

To raise awareness, an eDM, re-cut of the audio story for SCMP’s Facebook page, and re-edited audio clips for SCMP’s Instagram feed, were all leveraged.
Contact us to learn more how SCMP Content Specialists help create content to promote your brand in an engagingly native way with captivating multimedia.


About South China Morning Post 

South China Morning Post is a leading global news company that has reported on China and Asia for more than a century. Founded in 1903, SCMP is headquartered in Hong Kong, where it is the city’s newspaper of record, with a growing correspondent staff across Asia and the United States.Its editorial teams are powered by emerging digital technologies to create innovative ways to tell Asia’s most important and compelling stories.

Against the backdrop of shifting discovery and consumption behaviours, SCMP reaches users across distributed media platforms including, smartphone and tablet apps, social media and messaging platforms, as well as our flagship newspaper.  SCMP is also home to Abacus, a digital news brand focused on China's tech industry; Inkstone, a daily news brief for those curious about China's growing impact around the world; and Goldthread, a content platform with a focus on food, travel and culture in China.

About Morning Studio 

Morning Studio is a dedicated branded content team at SCMP that is leading the evolution of marketing in the region by more strategically connecting advertisers with readers through enhanced content solutions offerings. Morning Studio combines world class branding strategists, multimedia designers, and audio/video producers with editorial experts who have a deep understanding of SCMP’s readers. Crafted with SCMP’s high editorial standards, branded content is presented with the unique voice of the particular SCMP platform on which it is featured, whether, Abacus, Inkstone or Goldthread. Morning Studio’s online content can be complemented by integrated offline offerings such as sponsored supplements, bespoke publications and customised events.

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