The milk brand "Today's Fresh Milk Shop" will host a "Shanghai ICH Innovation Week" in Shanghai this October. They are seeking to invite 4 international artists to participate as advocates and supporters of intangible Chinese cultural heritage.

Scope of Work

• Artist Photo & Short Biography: The artist will initially provide a photo of themselves, 4 example images of their work, a brief biography and short paragraph explaining their understanding of Chinese intangible cultural heritage and their ideas of applying it to artistic practice.
• Video Ident Recording: The selected artists will then be commissioned to record a one-minute talking head vox-pop style video discussing their understanding of Chinese intangible cultural heritage and their views on applying it in artistic creation. If needed, the brand can provide the artist with more detailed reference materials or online links to help them with the topic. The brand will be authorised to use the videos and extracts for printed marketing material and online promotion from September to November 2025. The content will also be used to design advertising display boards and posters for the ICH exhibition, encouraging young people to innovate and support traditional Chinese artistic culture.

Requirements

The brand is looking for artists who have created works in the fields of fashion/textiles, painting/drawing, craft, food/coffee, or urban culture (e.g. skateboarding).

Although artists related to these fields are sought, your previous works submitted in the application relating to these will only serve as proof of the artist’s relevant associations, and these works themselves will NOT be copied or used.

Compensation

A fee of £2,000 will be paid to each of the 4 successful artists upon completion of the project.

Application process

• Artists must first submit a photo of themselves, a short biography, 4 example images of their work, and a short paragraph explaining their understanding of Chinese intangible cultural heritage and their ideas of applying it to artistic practice.
• The deadline for applications is 8 am Monday, 25th August 2025
• The 4 selected artists will be notified on Friday, 29th August 2025
• The selected artists will then be asked to record and submit their video.
• Videos are accepted in MP4 format with a minimum of HD resolution and set via WeTransfer.
• The deadline for sending the videos will be Friday, 5th September 2025.
• Upon receipt of the artist's video and acceptance by the brand, a release form for use of the video will be issued.
• After the release form is signed, the artist will be paid the fee.

FAQ

What is ICH?

It refers to Intangible Cultural Heritage (ICH). It includes traditions, expressions, knowledge, and skills passed down through generations.

Examples are performing arts, oral traditions, social practices, and craftsmanship.

This heritage is constantly recreated and provides a sense of identity and continuity for communities.

It is protected by the United Nations Educational, Scientific, and Cultural Organisation (UNESCO) to ensure its preservation and transmission to future generations.

What is "Shanghai ICH Innovation Week"?

An "Shanghai ICH Innovation Week" is a commercial event organised by a milk brand named "Today's Fresh Milk Shop."

This event showcases the brand's support for the intangible cultural heritage. The brand's core philosophy is to follow a cultural-driven approach, emphasising "the taste of time," and it has consistently supported projects related to Chinese history and culture.

The brand plans to host an exhibition in October focused on revitalising ICH.

The target audience for this event includes the public in Shanghai who are interested in culture and art.

The international artists who support this event will primarily be featured on online media platforms, such as Red Note (Chinese Instagram), to be recognised and understood by the public.

Who is this brand?

"Today's Fresh Milk Shop" is a milk brand. Its core philosophy is to convey "the taste of time," which is why it has consistently supported projects related to Chinese history and culture.

The brand follows a cultural-driven approach, focusing on cultural heritage and taste.