Author / Direction
Editor / Zhu Ting
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Count down to the last day of May Day!
At this moment, the circle of friends has seen all kinds of friends incarnating as special forces and going to all parts of the country. (Oh, and the migrant workers who couldn't get a car home because of the hail in Beijing) and as the resident popular contestants of the May 1st gear, they gradually recovered their cool in the hot situation of the previous round of performances, and the music festival of the May 1st gear is still there, but the fans no longer seem to be as enthusiastic as the previous two years.
After brushing Xin Shuang's new drama "Long Season", he was poked fiercely by Frog Pond's song. So, KK opened his mobile phone on a whim and looked at the tickets for the May Day Shanghai Strawberry Music Festival, showing that there were still tickets left, and KK, who had long been accustomed to not being able to grab tickets, was a little surprised.
This year, when the festival finally doesn't need to worry about waiting, we don't seem to need him as much anymore.
A business
KK counted the large and small music festivals during the May 1st program, and in terms of quantity, there are as many as 23 music festivals that will open this year, distributed in cities from Beijing to Fuzhou, and distributed in the north and south of the world.
The good news is that the music festivals that emerged in the previous two years have also continued to this year, in addition to the Strawberry Music Festival, Jiang Xiaobai YOLO Youth Culture Festival, Xinghai Nest Secret Land and other brand music festivals seen every year, there are also a large number of new music festival brands.
The festival itself seems to have become easier. From the perspective of urban distribution, in the past, music festivals were mainly concentrated in first-tier cities or popular tourist cities, but this year, in addition to the provincial capitals of major provinces, music festivals are also distributed in fourth- and fifth-tier cities.
From Beijing and Shanghai, down to Lijiang Jinhua, just a few days off May Day, it can really be said that music festivals are being held all over the country.
In addition to the influence of the music festival itself, there is also the enthusiasm of the cultural tourism industry, statistics show that KK is not familiar with the music festival brand, or the brand side is notified, such as Michelle Ice City, Yuanqi Forest, Jiang Xiaobai, etc., or is inextricably linked with the local cultural tourism industry, such as Taiyuan Xishan Rice Field Music Festival, Happy Valley Chaoplay Music Festival, etc.
Round after round of youth spending power, both brands and local governments see the potential of music festivals. Brand music festivals such as the Strawberry Music Festival also continue to verify the commercial value of the festival - Zhang Chongshuo, vice president of Modern Sky, once revealed, "Strawberry landing in Dongying is the same way as we do in other cities, the Cultural and Tourism Bureau will entrust its platform companies to give a certain subsidy, which will account for 20% of the total investment." This is a mainstream support method in the current market, and the government will give the festival organizer a subsidy of between 20% and 30% of the total investment. ”
Business is clear, but is this what consumers want?
Looking at the lineup alone, you can find that the current stage of the music festival is completely different from the clear music world in the past. In the past, the tumbling platter would also attract complaints that affected the atmosphere of the music festival, but this year's festival has expanded to major musicians to catch up with the scene. Whether it's pop, folk or rock hip-hop, everyone can appear on the same artist list, and most likely on the same day, after all, the festival is only two days away.
This is a pure blow to audiences who only love music, it has already been experienced before, in fifth-tier cities, even if the new pants band comes, it may not necessarily be able to jump up, "penalty station" is a common thing, fortunately, at least in May 1st gear, all over the country, you can punish the station together, not alone.
Recalling the past when a serious book was needed to eat melons, the atmosphere of the popular science festival and the special music festival culture such as Polo and driving a train, everything seemed to have happened yesterday, but now, punishment stations in different cities seem to be the mainstream.
Obviously, for the organizers, the festival has become a brand business that can be continued. But it is not necessarily good news for fans, and at this stage, the festival may be more appropriately called "music robbery".
A false boom?
The 23 music festivals in just five days are like spring thunder before the recovery of the season, but such a loud thunder, will it really make the performance market dry for a long time?
As mentioned earlier, in previous years, music festival ticket prices are expensive every year, and tickets are more and more difficult to grab year by year, which seems to have become a thing of the past this year, not that the ticket prices are not expensive, from the statistical information, this year's May 1st music festival, there are also thousands of yuan of high-priced tickets.
It's just that there are more choices, and the price range has become friendly. As the performance city downshifts, the ticket price of the music festival naturally becomes less expensive, such as the Wugongshan Music Festival in Pingxiang, the most expensive ticket is only 268, which is cheaper than the starting price of some music festivals, and the Michelle Ice City Music Festival is even more conscientious price 199 A piece sold out early.
What's more, festival tickets don't seem to be hard to grab anymore. In previous years, the popular Strawberry Music Festival as an example, the usually ticketed and sold out Strawberry Music Festival still has tickets available at the Shanghai and Beijing festivals on May 1st.
But that doesn't mean festivals are "cheaper."
For music fans, the cost of this year's May Day music festival trip is particularly high. Although the ticket price is similar to in previous years, the cost of travel has become unprecedentedly expensive. Similar to the performance industry, the tourism industry is also an industry that urgently needs to be nourished by foot traffic.
Reflected in reality, this year's May Day, whether it is air tickets or hotels, the price is ridiculously high. Music festivals are often a popular reason for the tourism industry to bring migrants, which leads to the fact that the cities where music festivals are held are usually also tourist cities, such as Changsha and Chengdu and other popular Internet celebrity cities.
Chain hotels like a home in seven days soared from two or three hundred to a small thousand, luxury hotels can't wait to become three or four thousand, and the homestays preferred by young people are even more monks and porridge, and the price starts from the floor. It can be said that the music fans who were tied to the music festival tickets and had to travel, before they could enjoy the happiness brought by the music, they first stretched out their heads and were slashed by the road fee.
Returning to the essence of music, there is another essential reason why tickets cannot be sold - the lineup.
The proliferation of music festivals also means a total distraction. For simple music fans, it is already a luxury to see most of the mainstream bands (bands that most people can name) at a festival like the previous two years. As the list of "mainstream bands" grows longer, the chances of these bands appearing at the same festival are gradually decreasing, and they are likely to become the top guests on different performances in the north and south.
Even if there is a scatter, previous music festivals at least hip-hop and rock have big names sitting there, and the list of performances of a music festival is often what you want to see. This year, although there are more choices, most of the lineup looks at it twice, and people are not interested in buying tickets - there are more and more bands they don't know, and there are only a few people who want to see it, so it's better to go and see the concert of the band you like.
After all, if it is released, the concert will be much more rushing than the music festival that may need to be punished.
The game decided by the player
Not only the May 1st program, but also the current stage of the music festival, the ecology of the strawberry midi dividing the world has long become a thing of the past. The May 1st midi moved to Yantai with the prefix of the Yellow Bohai Sea, and strawberries have been tested in many non-popular cities earlier, and the head brand is still the same, and the music festival to be deeply tied to tourism cannot be said to have only emerged this year, but it must be said that a sentence has been brewing for a long time.
The people who run music festivals have long been extended from the music industry to the cultural and tourism industry. The festival has gradually changed from the original heavy music label to a large-scale platter concert, which is the common choice of players, but not the choice of the audience.
In fact, the existing profit model of music festivals is still to first take the lead through the government or tourism departments, cooperate with music companies or artists to carry out activities, and then achieve cost protection through certain brand sponsorship, and finally make profits through ticket prices. For festival players who are not music companies, it plays a role in facilitating population mobility and increasing exposure.
But at this stage, it is clear that brands and tourist attractions want to take more initiative. For example, Michelle Ice City has held a cheap and lively Michelle Ice City Music Festival with great fanfare, and Genki Forest also holds music festivals every year. In terms of scenic spots, not only the old player Yuntai Mountain, but also this year there are new faces Wugong Mountain and even Hengdian Film and Television City.
Whether it is Midi School or Modern Sky, the well-known bands in China at this stage have no contractual relationship with these two companies, and it is difficult to guarantee the festival lineup now with capital diversification. After all, as long as capital is willing to throw money, it can naturally invite the biggest bands or singers, which is difficult for music companies to compete.
More and more people smell the dividends brought by the music festival, which also means that the music festival has become a more diversified commercial project, from the perspective of commercialization, the choice of lineup seems to be the measure of popularity as the yardstick is the most beneficial.
But the problem is that music festivals, although difficult to adjust, most of the audience willing to spend money, in essence, simply listen to songs, and there are not many music festivals in the market that can really meet the demand.
From this point of view, even if the number of music festivals that can be counted is several times that of previous years, it is not much that can really be converted into revenue for the music industry, but it is like a false boom that is not very related to music. And for the fans who spent time, energy and even money to go to the May Day Music Festival, why not a disaster that has little to do with music?
It's not that we don't need music festivals anymore, it's just that for most people, turning music into a robbery is not the intention.
Source: Weibo, Douban, invasion and deletion.