摘要：Recently, renowned American animation producer Josh Selig visited Guangzhou. During his stay, he granted an interview to a YangChe
Recently, renowned American animation producer Josh Selig visited Guangzhou. During his stay, he granted an interview to a YangCheng Evening News reporter. Having worked in animation and IP development for many years, Selig offered a detailed perspective on China's animation, gaming, and designer‐toy sectors. He believes that in the years ahead, dozens of new IPs created in China will travel successfully around the world.
Josh Selig is the creator and executive producer of many popular television programs, and he has won 12 Emmy Awards across multiplefields. He has colLaborated with Chinese companies for many years. For example,the animated series "Super Wings," co‐produced with Alpha Group in Guangzhou, aired on the U.S. Sprout channel, while another joint production,"P.King Duckling," was broadcast onthe Disney Junior channel. These works set precedents of Chinese IPs on North American and international platforms.
Speaking on the internationalization of Chinese IPs, Selig praised the rapid development of China's gaming, animation, and toy industries. In his eyes, China often outstrips Western countries in these three fields at present, such as the game 'Black Myth Wukong,' the animated film 'NeZha 2,' and the toy POP MART's Labubu. “I believe China will continue to lead the way when it comes to creating and monetizing original intellectual property. There is just so much passion and determination in these areas in China these days, so I believe the momentum will continue. In the years ahead, I expect to see dozens of new IPs created in China which will travel successfully around the world.”
Selig holds that although technological advances may play a role, the recent success stories in China are the result of combining deeply resonant Chinese themes with a global approach to storytelling, animation, distribution and licensing. From his point of view, to bring an IP project tothe international market, a team must skillfully manage all these elements. Otherwise, it's hard to find an audience outside China.
Drawing on his years of experience producing and promoting animation IPs, Selig encourages Chinese original IPs to expand overseas. From his perspective, for any Chinese company committed to creating quality content, the international model holds the greatest promise.
He argues that when developing a new IP, the most important early step is to create a "Show Bible," which is a creative document that carefully outlines the story engine, the characters, the underlying educational themes and the world. He holds that before any production begins, he and his team always develop a Show Bibleat first, then pitchit at international platforms such as MIPCOM, and bring on partners including broadcasters, streamers, toy companies and production houses. This process greatly helps an IP project succeed globally, but he finds many Chinese companies skip these critical steps. Therefore, Selig advises against beginning scriptwriting and animation production when there is only a single concept but no partners, because such a path rarely succeeds. It's always best to plan for global success at the earliest stages of any show's development regardless of where the show originates.
Selig has a deep affection for China. He believes that the rich history and culture of this region will provide the basis for many future characters, series and feature films.“We believe the future is very bright for animated content in the Guangdong, Hong Kong and Macao Greater Bay Area.”
Source:PEARL
美国知名动画制作人乔西·塞利格：未来几年将有大量中国IP在国际成功
近日，美国知名动画制作人乔西·塞利格（Josh Selig）到访广州，其间，他接受了羊城晚报记者采访。作为在动漫和IP打造领域深耕多年的资深动画人，赛利格对中国动画、游戏和潮玩进行了深入的观察，他认为，未来几年，或将有大量在中国诞生的新IP成功走向世界。
乔西·塞利格是许多热门电视节目的创作者以及监制，在多项类别中获得了12项艾美奖。他与中国公司开展了多年合作，他与广州奥飞娱乐联合制作的动画《超级飞侠》在美国Sprout频道播出，另一部与中国公司共同制作的动画《豆小鸭》则在迪士尼少儿频道播出。这些作品开创了中国原创IP在北美和国际平台播出的先例。
谈及中国IP的国际化运作，赛利格盛赞中国游戏、动画和玩具产业的发展。“如今中国在许多游戏如《黑神话：悟空》、动画电影如《哪吒2》和玩具如泡泡玛特的Labubu方面常常超越西方国家。我认为，中国在原创知识产权的创造和盈利模式探索上仍将引领潮流。当前中国在这些领域充满了激情和决心，因此我相信这一势头将持续下去。在未来几年，我预计将看到大量在中国诞生的新IP成功走向世界。”
赛利格认为，尽管技术进步可能起到一定作用，但中国近年来许多IP的成功，核心是因为将引起深刻共鸣的中国主题与全球化的叙事、动画制作、发行和授权方式相结合。“一个项目若要走向国际，其背后的团队需要恰到好处地把握所有这些因素，否则该项目很难在中国以外的地区找到观众。”
基于多年制作和推广动漫IP的经验，塞利格十分鼓励中国原创IP拓展海外市场。“对于任何有志于制作好内容的中国公司而言，国际化模式前景是最为广阔的。”
塞利格认为，开发任何新IP，最重要的一步是制作“剧本指南”（Show Bible）。“这是一份创意文件，详细勾勒出故事引擎、角色、核心教育主题和世界观。”他表示，自己在任何制作开始前都会先和团队成员创建“剧本指南”。并在类似MIPCOM的国际平台上进行推介，并引入包括电视台、流媒体平台、玩具公司和制作公司在内的合作伙伴。“这一过程对于项目成功走向世界有很大的帮助，但我发现许多中国公司跳过了这些关键步骤。”塞利格建议，不要在只有一个创意却没有合作伙伴的情况下就开始进行编剧和制作动画，这样的方式很少能够成功；无论是哪个国家创作的项目，最好在开发的初期阶段就为项目的全球化做好规划。
塞利格对中国感情深厚。在他看来，粤港澳大湾区历史悠久、文化丰富，在创作角色、剧集和电影长片方面有良好的基础。“我们相信粤港澳大湾区的动画内容未来非常光明。”
来源：羊城派
