The concert, which had disappeared for three years, finally returned.
Jay Chou, Zhang Jie, Hua Chenyu, Liu Ruoying, Xue Zhiqian, Li Ronghao, Zhang Shaohan... Singers in the Chinese music scene have officially announced the launch of a national tour in the past two months. As soon as the news came out, the fans went crazy, the fans applauded, the ticket platform opened the ticket for a few seconds, and the ticket sales buttons at all prices were brushed to dust.
Faced with the current situation of "one ticket is hard to find", fans have played terriers, saying that they can accept boat tickets (standing on the lake), tree tickets (lying on the tree), swimming tickets (soaking in the lake with swimming rings), hanging tickets (hanging on fans), just seeking a chance to feast their ears.
This year, the heat wave of concerts is ready to go. Compared with movies and dramas, why are concert tickets so difficult to grab? Compared with the film market, which entered the cooling-off period after the Spring Festival, how can the boom of concerts emerge wave after wave? What are the different initiatives of this year's concert tour compared to the past?
01
This year's concert of the head singer is comparable to the Spring Festival train.
The most difficult to grab is Jay Chou, who sang more than fifty songs in Australia and was fined overtime. Of course, some people say that Jay Chou has a paddling performance at the Singapore concert. According to the statistics of Damai.com, after the two performances of the carnival concert (Tianjin Station) were ticketed, they were instantly empty. Similarly, Hua Chenyu Mars Concert (Hangzhou Station) and Zhang Jiewei · LIVE "Yao Beidou" concert (Guangzhou Station, Xi'an Station), the speed of ticket emptying is extremely amazing.
Also popular is the Mao Bu Yi Young Bird Guide Concert (Hangzhou Station, Shenzhen Station, Suzhou Station). According to the statistics of Mao Buyi's studio, tickets for the three concerts were sold out about ten seconds after the ticket was issued. Li Ronghao's concert across the world, and the tickets for Nanjing, Wuhan and Zhengzhou stations, which have been ticketed so far, have also been sold out.
Xue Zhiqian, who has a different path, set the premiere city of the exotics concert in Quzhou, a second-tier city in Zhejiang Province. Unexpectedly, it was also snapped up within two minutes after the invoice was issued. Therefore, Xue Zhiqian, who originally planned to hold only one concert in Quzhou, decided to add the show and sing in Quzhou for two days on March 18 and 19.
Other singers who have not yet been ticketed have attracted much attention. Zhang Shaohan's fable concert, Chen Grain's migration concert, Wang Feng's Unfollow concert, Liu Ruoying's Flight Day concert, etc., have exceeded 10,000 in the single want to see index on Damai Network, and it is conceivable that there will be a new round of hand speed competition after the ticketing.
In addition, the tours of singers such as Chen Chusheng, Old Wolf, Yan Renzhong, and Lu Hu have entered the official announcement or pre-sale stage. In terms of music festivals, the 6th Taihu Bay Music Festival, Jinsha Lake Strawberry Music Festival, Chengdu Strawberry Music Festival, Yuanqi Forest Music Festival, Haikou Midi Music Festival and other large-scale music festivals are also about to return. Most of the performances are held from March to early May.
02
The offline concert is good, and some people can't help but wonder: Fans won't be cut leeks because they have been "hungry" for too long, right?
The film art monologue checked the price of concert tickets for Jay Chou, Hua Chenyu, Mao Buyi and Zhang Jie in 2018 and 2023 respectively. (There are three reasons for choosing them: first, they are all singers with strong appeal in the Chinese music scene, and the fan effect is strong; Second, they come to tour the country almost every two years, with a stable frequency and obvious price changes; Third, these singers will have several different ticket price options for their concerts, and the price range fluctuations are more obvious. ）
First of all, from the lowest price of the grandstand ticket, except for Zhang Jie, the bottom line of the ticket price of several singers has increased to varying degrees. Compared with 2018, Jay Chou's concert raised the price by 220 yuan, the largest increase. Hua Chenyu's singing price increased by 200 yuan, and Mao Buyi increased it by 100 yuan. However, the cheapest ticket in the stands is often what fans often call "mountain top tickets", with poor location and small number, which is not the first choice of most fans.
From the increase in the lower limit of ticket prices, it can also be seen that the threshold for concerts is now increasing. Fans want to spend two or three hundred dollars to go to the scene as in the past, and it is getting harder and harder.
Secondly, compare from the upper limit of the in-field ticket. It can be seen that in addition to Mao Buyi's upper limit ticket price increased by 300 yuan, the ticket prices of other singers have fallen to varying degrees. Among them, Zhang Jie's concert ticket price dropped by 200 yuan, the largest decrease, and Jay Chou's concert dropped by 18 yuan; Hua Chenyu remained stable.
Compared with Mao Buyi, Zhang Jie, Jay Chou and Hua Chenyu belong to the "seniors in the music industry". They already had full appeal in 2018, and today they have not changed their worth too obviously. In addition, the in-field tickets are not easy to sell, and there is not much money in the pockets of fans in the three years of the epidemic, so the organizers appropriately lower or stabilize the upper limit of ticket prices.
Mao is not easy In the past few years, his worth has indeed grown. He is no longer a newcomer, on the one hand, he frequently participates in various variety shows, such as "Heartwarming Offer", "Mao Xuewang", "Endless Sound", etc., and the audience is increasing day by day. On the other hand, he also sings OST in various popular film and television works, such as "Lion Boy", "Love Myth", "Wind Blows Half Summer", etc., which are increasingly recognized by the industry. Therefore, the rise in tickets for Mao's concert is also reasonable.
In general, the ups and downs of the above fares are more reasonable. Although the epidemic has made everyone "bad", the singers and organizers did not take the opportunity to cut the leeks of the fans, and interested fans can still rush down.
03
Let's talk about buying tickets. How to choose the location of the concert? Is it a more cost-effective stand, or a better viewing infield?
To answer this question, we must first understand the layout of the concert scene.
As the name suggests, grandstand tickets refer to the seats that surround the stadium, while infield tickets refer to seats that allow you to enter the stadium and interact closely with the singers.
Generally speaking, grandstand tickets are divided into 3-4 stalls, and the overall price decreases from bottom to top in a circular shape. The "mountaintop tickets" on both sides of the stadium are farther from the stage and have poor views, and the ticket price is the cheapest; The lower down the position, the closer to the stage, and the closer the audiovisual effect is to the infield effect, the more expensive the price will be.
Judging from the seat map of Mao Buyi's concert, although the 880 yuan ticket covers a large enough area, the effect of different positions is still different. Judging from fan feedback, the closer to the grandstand position of the stage, the better the effect. Similarly, the same is true for tickets in the 680 yuan stall. These positions are also the focus of most fans and scalpers, after all, you can spend the money of the grandstand ticket to experience the audiovisual effect of the infield, why not?
Of course, it cannot be said that the position directly opposite the stage is not desirable. Although this part of the position is far from the stage, the audio-visual effect is not as good as the former, but fortunately, there is no need to twist the neck to look sideways, and it can always maintain direct vision and good comfort. In addition, the current concert will set up a stage projection screen on the spot, and fans do not have to worry about not being able to see the specific performance of the singer on the stage.
As for the infield ticket, of course, the closer to the stage, the better the effect. But there is one thing to add, fans with ear diseases are not recommended to buy tickets that are too high. In order to spread the sound to the whole audience, the sound of the concert is very loud, and it is easy to feel discomfort if you get too close to the eardrum.
As more and more concerts were ticketed one after another, scalpers who had been silent for a long time also began to move. Taking Jay Chou's Taiyuan concert as an example, scalpers marked the resale price as early as before the tickets, and the price basically doubled more than twice. There are also well-located grandstand tickets, which are sold by scalpers for a price that is more expensive than infield tickets.
I would like to remind fans and friends, try to choose the official way to buy tickets, you really can't grab the opportunity to wait for later, there is no need to buy scalpers at a high price. Listening to a concert is originally a leisure activity that is pleasant for the body and mind, and if you lose money and are deceived for this matter, it will not be worth the loss.
04
If you think about it, it is also an activity that pays attention to immersion, why can concerts be hard to find, while the film market has been weak since the Spring Festival?
This has to do with the interactive nature of the concert. Although they are all entertainment activities in closed venues, for most audiences, watching movies in the theater is just a different environment, and the body and mind are not hi enough. If you are not interested in the film, there is no need to go to the cinema, as long as you wait for two months, you can see it on the Internet.
The concert is different, fans can not only listen to the singer's live performance, see their singing skills, but also interact with the stars on the spot. For example, singers such as Jay Chou and Mayday often play temporarily at the concert scene to give fans the opportunity to sing. This rare sense of interaction is unique to the concert.
A concert, the audience is tens of thousands, and the warm atmosphere of the chorus is the most attractive place for fans. After all, for most people, listening to a concert is all about satisfying feelings.
Now the main consumer groups of the concert are the post-90s and post-00s, and it is not difficult to understand why it is difficult to grab tickets for singers such as Jay Chou and Zhang Jie. For them, the "day you skipped class, the day the flowers fall" sung in "Sunny Day" is every day of their youth; As soon as the prelude to "Reverse War" comes out, it is a post-90s generation that can follow the sentence "Come on Reverse War Reverse War Come, Ace to Be Wild".
In addition, singers and organizers always plan various unique themes for the concert. For example, Lin Junjie's 2018 tour was called "Sanctuary", and Mayday's 2017 tour was named "Life Unlimited Company". When fans heard the melody of "Leaving the Earth's Surface", they naturally unconsciously entered the situation of "life is infinite, always a teenager"; When Lin Junjie sang "Cultivating Love" written for his deceased ex-girlfriend, the song was put on the aura of "love sanctuary" under the blessing of the concert theme.
The setting and sequencing of concert tracks will closely follow the theme, and the whole concert will become private and exclusive under the guidance of the theme, creating an "exclusive memory" for every fan who can participate in the scene.
Compared with online concerts that face tablets and mobile phones and follow the singers on the screen with little interaction, the sense of atmosphere and presence of offline concerts makes fans addicted. How can this ephemeral musical utopia not be fascinating?
05
In the boom of this year's concert, fans have been more or less instigated by the psychology of "revenge consumption". Future concerts will gradually return to normal, and the mentality of fans is bound to not be as friction as it is now.
After all, the current economic situation still needs to be boosted, everyone has so much money in their pockets, and living within their means is the mainstream consumption habit.
Judging from the arrangements of the organizers, they are also well aware of the current environmental situation. Judging from the current tour arrangement, it is different from the previous arrangement of singing a different place. This year, the organizers of the concerts of major singers chose multiple concerts in one city, that is, selected a city with a relatively wide radiation area to hold multiple concerts in a row. For example, Xue Zhiqian's Exotic Objects concert was held twice in Quzhou City; Hua Chenyu's Mars concert will be held twice in Wuhan in May; Jay Chou's carnival concert will also be held three times in Taiyuan in September.
Multi-purpose is an operation method for the organizer to seek stability. It can not only save the cost of setting up the stage, but also reduce the travel time, further protect the performance status of the singer, and save the time of docking approval processes and negotiating venues in different cities.
After all, the performance industry has just revived, and it will take some time to fully recover. If the performance is not effective, the audience's high expectations will be disappointed, which will also affect the enthusiasm to participate in the concert in the future.
【Text/Yichen】