继"区块链+金融"后，如今"区块链+文化"也成为业内讨论热点。5月18日，北京商报记者梳理发现，目前，包括蚂蚁、腾讯等多家巨头已经入场谋局，尤其在"区块链+文化"版权方面推陈出新，推出"零售"IP商业平台、打造数字版权保护平台、实现链上交易和可信流转等。值得关注的是，这些基于区块链技术祭出的新技能，如何赢得市场？后续走向是何？又该注意哪些问题？
Following the block chain plus finance, "block chain plus culture" has now become a hot spot for discussion in the industry. On May 18, Beijing Business Journal journalists discovered that a number of giants, including ants, tethers, etc., are now on the move, particularly in the area of "block chain plus culture" copyright, launching a retail IP business platform, building a digital copyright protection platform, making transactions on the chain and making a credible flow. It is a matter of concern how these new skills, based on the technology of the block chain, will win the market. What is the follow-up?
动作频频
Quite a bit of action.
蚂蚁链祭出"IP新零售模式"
The ant chain sacrifices "New Retail Mode IP."
5月17日，在蚂蚁链"文昌星传统文化焕新计划"发布会上，北京商报记者获悉，蚂蚁链正式推出IP商业平台，据蚂蚁集团副总裁、智能科技事业群总裁蒋国飞介绍，该平台最大的革新在于，基于区块链技术，将传统模式下的花高价"批发"或"买断"IP的方式，变成了"零售"IP模式。IP使用方不再需要支付高额保底授权费，可大幅降低商家在版权采购是否能够收回成本等方面的不确定性。
On May 17, at the launch of the Ant Chain's Cultural Rejuvenation Project, Beijing Business Journalist learned that the ants Chain had officially launched the IP Business Platform, the biggest innovation of which, according to the Vice-President of the Ants Group and the Managing Director of the Smart Technology Group, Chiang Kuo Fei, was the way in which traditional modes of spending high prices for "distribute" or "buy" IPs were transformed into "retail" IPs. IP users no longer needed to pay high warranty fees, which could significantly reduce the uncertainty that businesses could recover costs from copyright purchases, based on block chain technology.
数据显示，2020年全国授权商品零售额首次突破1000亿元，但传统IP授权模式难以匹配IP市场高速发展的需求。此外，信息不对称、版权商业化链条长、版权收益分成清算复杂等因素均限制了文化产业链上下游之间的高效协作。
The data show that, for the first time in 2020, the amount of goods retailed under a national authorization exceeded $100 billion, but the traditional IP authorization model is difficult to match the demands of the fast-growing IP market. In addition, information asymmetries, the length of the copyright commercialization chain, and the complexity of clearing the copyright share limit efficient collaboration between upstream and downstream of the cultural industry chain.
简单来说，蚂蚁链IP商业平台，主要打造了一个全新的版权合作模式：即为品牌商提供一个IP数据库，让供需智能匹配，快速链接；采取事后按件分成模式，卖出多少件，分成多少钱，实时清算分成。蒋国飞说道，"支付宝当初就是给买卖双方提供了一个第三方担保，陌生人才敢于交易，而在蚂蚁链的IP商业平台中，区块链技术成为了这个第三方。"
Simply put, the ant chain IP commercial platform has created a new model of copyright cooperation: an IP database for branders to match supply and demand intelligence, fast-links; and an after-separation model of how many items are sold, how much they are sold, and how much they are accounted for in real time. Chiang went on to say, "The payment of the treasure was a third-party guarantee for buyers and sellers that strangers dared to trade, and in the IP commercial platform for the ant chain, block chain technology became this third party."
瞄准"区块链+文化"领域，蚂蚁链其实早有动作。据蒋国飞介绍，蚂蚁链此前已经推出数字版权保护平台"鹊凿"，该平台依托于蚂蚁链的区块链和AI技术，为原创作品提供从创作、传播、保护、收益保障登记到维权的全流程服务。此次再推IP商业平台，两者或将解决文化产业中最痛的"保护"和"商业化"两大命题，打通版权保护产业全链路。
Aiming at the area of block chains + culture, the ant chains are already moving. According to Chiang Fei, the ant chains have previously launched a digital copyright protection platform, "cracking," which relies on the ants chain's block chains and AI technology to provide a full-flow service for original creations from creation, dissemination, protection, and security of earnings to rights-based registration. This push for an IP commercial platform, either to address the two most painful themes of the cultural industry: "protection" and "commercialization", and to bridge the entire chain of copyright protection industries.
不得不说，目前区块链技术已深入影响文化领域，主要体现在传播主体、内涵和安全保障等方面。复旦大学张江研究院院长助理、数字经济研究中心主任陈文君告诉北京商报记者，文化和版权保护领域长期存在着"侵权容易、维权难"和"侵权容易，申用难"并存的现象，市场中除了非法侵权之外，还出现了先侵权使用再补偿的怪现象。
It must be said that the technology of block chains is now deeply affecting the cultural sphere, mainly in terms of subjects of communication, content, and security. Chen Wen, assistant director of the Zhangjiang Institute and director of the Centre for Digital Economic Research at the University of Gangan, told Beijing merchant journalists that there is a long-standing combination of "feasible to infringe, difficult to defend" and "feasible to violate, difficult to use" in the cultural and copyright protection area, and that the market, in addition to the illegal torts, has witnessed the strange use of the abuse before compensation.
在陈文君看来，"区块链+文化"能落地的新应用主要是从创作人到终端客户全产业链的互信机制，在此基础上参与各方的获益透明，版权的需求方交易版权变得简单，知识产权所有人可根据实际的应用获得报酬，回报公道而且能获得真实的市场信息。这是一种趋势，也是蚂蚁链布局的原因。
In Chen's view, the new application of the block chain plus culture is primarily a confidence-building mechanism in the entire industry chain from creators to end-users, based on which participants benefit from transparency, copyright demand-side transactions become simple, and owners of intellectual property can be rewarded for the actual application, reciprocated, and have access to real market information. This is a trend, and it is the reason for the ants chain layout.
巨头竞跑
The giant races.
区块链如何实现版权链通互信？
How does the block chain achieve mutual trust in the copyright chain?
巨头瞄准"区块链+文化"，实则并非偶然。除蚂蚁之外，腾讯云区块链技术在版权治理领域也有探索。腾讯相关负责人向北京商报记者介绍，目前，腾讯云推出的至信链，版权生命周期解决方案可以覆盖从版权所有方、到版权作品、原创性筛查工具、异常库、至信链存证中心、数字资产交易合约，最后到版权需求方的全流程，具有原创保障、快速存证、链上交易和可信流转等特征。
It is no coincidence that giants aim at the "block chain plus culture". With the exception of ants, the technology of the teeming cloud block chain is also explored in the area of copyright governance. The head of the troupe informs Beijing merchants about the current tether cloud to the letter chain, which allows copyright life-cycle solutions to cover copyright owners, copyright works, original screening tools, an anomaly bank, to the chain repository, to the digital asset trading contract, and, finally, to the entire process of copyright demand, with the characteristics of original security, quick record, chain transactions and credible flow.
此外，腾讯云区块链数链通定位利用区块链服务数据要素流通，通过将数据提供方、数据使用方、数据监管方等多个参与方构建联盟链，实现数据分布式治理、目录统一管理、数据使用授权、交易追溯保障权益、基于全局可信的数据共识，达到数据可用不可见的效果，在保护数据安全和隐私的情况下实现数据的共享和交换。
In addition, the chain of tectonic blocks links to positioning takes advantage of the flow of block service data elements to achieve data distribution governance, homogenous directory management, authorization of data use, trade-retroactive rights and interests, based on a global and credible consensus of data availability, sharing and exchange of data while protecting data security and privacy through the construction of a coalition chain of multiple actors, including data providers, data users and data regulators.
"腾讯、蚂蚁等巨头在‘区块链+文化’领域的布局是它们建设自身生态，全产业链布局的一部分，用市场公允的回报来保护创作人的积极性，很有必要。"在陈文君看来，文化创作是非常有创意的一项工作，是产业深度个性化发展的前进动力，产业从创意人到最后的产品输送到消费者端是非常长的链路，在这个链路的每一个环节都上链互信，不可篡改，做到公平公正公开透明，这才是现在的真正的深度个性化。
In Chen's view, cultural creation is a very creative work, a driving force for the development of a deep individualization of industry, from the creative to the final product to the consumer, which is a very long chain of trust, unalterable, fair and open transparency at every link in this chain.
在业内看来，如今，在"区块链+文化"的竞争当中，重点在于文化的竞争，而区块链作为底层技术，能够帮助文化产业化中的各类劳动者回报更为合理，机制更为公平。
In terms of industry, in the competition for block chains + culture, the focus is now on competition for culture, which, as a bottom-up technology, can help the various categories of workers in the cultural industrialization process to have a more reasonable return and a fairer mechanism.
"要实现‘区块链+文化’场景全面落地，需要文化产业全行业的支持，目前技术的要素已经具备，还需要人的要素跟进，行业形成共识才能真正落地。不过，也要相关政府部门做好引导，严厉杜绝假借艺术品区块链的名义行‘非法金融、非法集资、金融诈骗’之实。"陈文君说道。
"To achieve the full realization of the ‘block chain + culture’ scenario requires industry-wide support from the cultural industry, the elements of which are now in place, as well as a human element, so that the industry can truly come to terms with consensus. But it is also important that the relevant government departments take the lead in putting an end to ‘illegal finance, illegal fund-raising, and financial fraud’ in the name of the art block chain."
北京商报记者岳品瑜刘四红
Beijing Business Journalist Yoon Yu Liu Xianhong
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