The gambling explosion aroused public anger and "collapsed" the gamblers' music festival gold rush trip

On June 23, Henan Dengfeng Songshan Music Festival opened, although it was only two days, but it was already "notorious" on the Chinese Internet.

Social media is full of denunciation posts against the organizers, "Songshan Music Festival Ticket Refund" dominates the hot search of the platform, and music fans spontaneously sorted out the "ten deadly sins" of the music festival...

This "garbage music festival", which has been repeatedly scolded by consumers on the hot search, has also become one of the epitome of the market explosion and chaos in the context of the "high gambling" music festival of gold diggers in 2023.

The Songshan Music Festival continued to be chaotic, provoking public anger

The reason why the Songshan Music Festival was attacked by fans was not a "cyberbullying", but every stage from publicity to landing, always accompanied by unprofessional operations, throughout the month, and finally triggered the collective anger of consumers.

First of all, at the publicity level, from the suspected plagiarism of the publicity copy of peers to the stage of publicizing the performance lineup, the organizer's crotch-pulling accidents continued.

It is understood that the Songshan Music Festival began to officially announce the lineup of artists in less than half a month before the performance. On the first day, three guests were officially announced, on the second day, seven guests were officially announced, on the third day, two guests were officially announced, and four guests were officially announced after selling tickets on June 16. During the two-day performance, the organizers officially announced the lineup of four performances.

This caused dissatisfaction among fans, but the real important slot was concentrated on the second day of ticketing, and the organizer changed the guest lineup, which made many viewers who originally bought tickets for SNH48 very dissatisfied and began to complain about refunds.

Many netizens reported that at 18 o'clock on June 15, tickets for the Songshan Music Festival went on sale on Damai.com, and the previously pre-filled No. 23 ticket was suspected of "jumping" to the 24th, and the platform did not provide refund services, and there were more than 800 complaints requesting refunds on the previous complaint platform.

According to the performance schedule, the 23rd lineup includes Thai idol group BKPP (composed of male stars Billkin and PP Krit) and Thai indie rising star band HYBS, as well as idol actors Boss and Noeul in the hit Thai drama "Love in the Air".

Just one day before the official opening of the Songshan Music Festival on June 23, on the Black Cat Complaint APP, the number of participants in the collective complaint of "Damai Songshan Music Festival Ticket Refund" has reached 1,403, but the processing rate is still displayed as 0%.

In fact, as far as the official lineup of the Songshan Music Festival is concerned, Thai Entertainment is indeed a highlight, with the ability to differentiate content competition under the condition that many domestic music festivals are highly homogeneous. In particular, relying on the marketing "BKPP" combination, the Songshan Music Festival caught the "traffic password" on social media, and attracted up to 300,000 "want to see" people on the official ticketing website.

Secondly, at the TOB level, from the reception link to the arrears of the artist's performance fee, the organizer has no professional quality or even lacks the basic hospitality of the Chinese people, which directly ignites the anger of fans.

In terms of reception, the HYBS band came from Thailand and took the equipment to Xi'an, but there was no docking of the organizer staff, and the artist had to rush to Henan overnight, but he did not expect that after arriving at the destination, he was arranged in the conference room and did not arrange enough chairs, and the artist could only sit on the floor.

Billkin, who was loved by fans, originally belonged to the 23rd lineup, but in order to calm the fierce emotions of fans, the organizers temporarily coordinated to let him "surprise return" on the 24th, and by the way, extinguish the anger of fans. The behavior of a guest performing for two days in a row is very rare in the music festival, and the temporary addition also makes fans feel very sorry for the artist, and many fans said that the Songshan Music Festival really "offended every Tyrande fan equally".

For domestic artists, the Songshan Music Festival also offended "without discrimination". The driver of the rapper elf was not familiar with the venue road, and there was no staff docking on the scene, and finally the performance was postponed, and there was a sound failure on the stage, and the elf was forced to sing a cappella section.

ON THE 24TH, ON THE DAY OF THE PERFORMANCE, THE GUEST DIGI-GGETTO DECIDED TO ABANDON THE PERFORMANCE DUE TO THE ORGANIZER'S FAILURE TO PAY AT THE PROMISED AGREED TIME, ARRANGE TEAM TRAVEL RECEPTION AND COORDINATE THE AUDITION, WHICH WAS THE FIRST TIME THAT AN ARTIST ARRIVED AT THE MUSIC FESTIVAL PERFORMANCE SITE, BUT WAS ANGRY AND RAN AWAY.

Third, in the landing link, whether it is security, on-site prices, sanitary environment or network signals, various problems emerge one after another, and they are named by the audience one by one and complained wildly on social media.

Among them, fans who came to BKPP began the night row on the 22nd, thousands of people set up tents on the road to stay up late, long lines squeezed around, and there were many quarrels and clashes in the process because of the platoon. In the process of entering the field, a stampede almost occurred.

In the process of queuing and waiting, in addition to quarrels and crowding, there were also many spectators suffering from heat stroke. When the fans finally arrived at the scene, in the case of sun exposure, the crowd squeezed around the scene, and there was an extreme lack of water, and it was inconvenient for fans to buy water, and many viewers continued to suffer heat stroke and minor accidents at the scene.

Fourth, the performance session made the audience even worse. Because the organizer did not dock the rehearsal and equipment link. From tuning to performance, from repairing equipment to accompaniment problems, many artists are constantly delayed, and almost cannot meet the performance schedule on time.

In addition, the original VIP seats of the Songshan Music Festival have been sold out, but there is a situation where additional money is allowed to upgrade, which makes many viewers think that it has damaged the rights and interests of the audience in the original VIP area.

In the end, until the end of the show, the Songshan music festival organizers did not apologize for various mistakes, which further angered the audience and fans, and the shelling of the organizers on social media continued at the end of the month.

Be wary of new hosts and watch out for unreliable old ones

Nowadays, when searching for "music festival" on social media, many related words are related to complaining and lightning avoidance.

After all kinds of bad experiences with music festivals, many music fans rushed to social media in the middle of the year, among which the important criterion of the "lightning protection" trash music festival is to check the background of the organizer and organizer through various channels.

For example, the organizer of the Songshan Music Festival poster wrote Dengfeng City Cultural Tourism, but it was picked up that it was actually registered with another company, Xingkeli Cultural Media, and showed that there was no commercial performance permit.

According to news, at the beginning, the Songshan Music Festival did not expect that inviting BKPP would bring such a high popularity, and it directly became one of the popular music festivals, and even 200,000 people booked tickets on the ticketing platform. However, the organizer has no experience, and after the "big trouble", all kinds of unprofessional handling of "playing around" also shows that the organizer is simply unable to do a good job in the most important link of event management.

On June 27, the official Weibo of the Songshan Music Festival posted a retrospective tour of the music festival, but the comment area was full of voices scolding the organizers. "The people of Songshan have worked hard, and the Cultural and Tourism Bureau has also worked hard, except for the organizers of XX." Obviously, the audience understands the people of Dengfeng and the Cultural and Tourism Bureau, and the slots and emotions are mainly focused on the organizers.

Songshan is located in Dengfeng City, Zhengzhou City, Henan Province, and on February 26, 2020, the People's Government of Henan Province approved Songxian County to withdraw from poverty and officially get rid of poverty and become a fourth-tier city. Prior to this, the only word associated with Songshan by the public and the media was "Shaolin Temple", and the holding of the Songshan Music Festival could have been a great event for "everyone to be happy". But now, many locals are also very saddened by the unprofessional behavior of the organizers, which has affected the overall impression of a large number of foreign tourists.

Coincidentally, in the first two months, Nanjing Youyouxing Culture Communication Co., Ltd. also held two music festivals, one of which was the "Huai'an Dragon Palace Music Festival" with a very poor experience in the first half of the year and repeatedly appeared in hot searches. ”

According to the audience, the acoustics and visual effects of the performance were poor at that time, and the audience and artists had a very low sense of experience. And the on-site control traffic is unreasonable, the security check is in poor order, and there are body search security checks, and even the site itself is a concrete floor with great security risks.

At that time, as the finale guest of the Dragon Palace scene, Pu Shu publicly said: "I sincerely ask the organizer to respect the experience of the audience." ”

On the weekend before the Dragon Boat Festival, Beijing's Yanqi Lake held a two-day co-combustion music festival, which also encountered complaints from the audience. From the sound accident on the night before the show when the band announced that they could not perform due to the physical reasons of the members, to the organizer's temporary notice of the lockdown of the front court, these accidents have greatly affected the experience of fans.

On June 30, the organizers of Qingdao Haifan Music Festival officially confirmed that because of the poor box office, they decided to cancel the festival and start the ticket refund work, "We apologize for the loss and impact caused to everyone due to the cancellation." ”

This is the third time that the organizers of the Haifan Music Festival have "jumped tickets", from last year's "Xianhai" in Yantai to "Haifan" in Qingdao, this time the fans were finally angry, "apologizing and joking".

In this regard, a music fan suggested that whether it is a music fan or a band, choose a performance, you must be cautious about the new organizer, and pay more attention to the unreliable old organizer, "This year can be regarded as a complete fig leaf for many hosts that used the epidemic as force majeure in previous years, and naked swimming has emerged." ”

Obviously, behind the chaos of the 2023 music festival, a large number of non-professional organizers are to blame, and the damage to the experience of fans and audiences will be borne by the entire market in the long run.

It is worth noting that in the context of the melee, although a large number of music festival organizers are messy in event management, there are also many organizers who strive to do a good job of the music festival experience and win the recognition of the audience.

During the Zebra Music Festival held in Fuyang, Anhui Province during the Dragon Boat Festival, the organizers provided free drinking water on site, prepared a complete range of medical security personnel, and had free connections at the transportation hub.

Unlike the negative reputation of the Songshan Music Festival, which was widely complained about, the Yuntai Mountain Music Festival, which was held in Henan Province and co-hosted by Yuntai Mountain Scenic Area and Creative Weekend, received rave reviews. For example, food and drinking water are reasonably priced, 100,000 cultural and creative gifts are presented, and the site is equipped with large screens and professional audio equipment. Fifty thousand people jumped in the rain, and everyone forgot about the rain and muddy venue, only remembering the music and joy at that time. (Review: 13 festivals were staged at 13 this weekend, and the market continues to "roll in" in chaos)

The festival continues to sink, and word of mouth is the way to long-term survival

2023 is undoubtedly a big year for performances, but also a year of chaos for music festivals. (Review: 2023 May 1st Music Festival Market Research: Development of 520 New Schedule, Music Festival Investment Starting from 10 Million Yuan)

After the May Day prime time, the Dragon Boat Festival set off a wave of music festival craze. During the Dragon Boat Festival, nearly 30 music festivals were held across the country, and major music festivals such as AYO, Strawberry, Lebao, New Youth, and Zebra were opened. Not only Beijing, Guangzhou, Xi'an, Chongqing and other first-tier cities have been held together, but also small cities such as Dengfeng, Nantong and Yuxi have successively joined the music festival battle camp.

It is worth noting that Qingdao's music festival market competition this summer is very "volume".

In the past, there are Nianhua Music Festival, Aikesh Airport Music Festival, Douyin Wonderful Music Party, Phoenix Music Festival, followed by Qingchao Yongle Music Festival, Mailang Music Festival, Love All Open Music Festival, the first Mountain and Sea Star Tide Music Festival, Awakening Galaxy Music Festival, Fanhai Houlang Music Festival, Fanxinghai Project Rap Carnival, New Youth Music Festival, GAIAFEST Qingdao Gaia Electronic Music Carnival.

Two days ago, the Big Mushroom Music Festival was also officially announced as a venue, and like the Aikoshi Airport Music Festival, it was held at Liuting International Airport in Qingdao, which has a high capacity in a single day and has become the best choice for the organizers.

However, because a tourist city consumes too much "music festival" products, many new music festival organizers represented by Haifan Music Festival without strength and trading ability have to face huge losses at the box office, and finally can only choose to cancel to reduce the amount of losses.

In fact, this year's May Day Zibo barbecue exploded, and the local area even held the Zibo barbecue music festival, and cultural tourism in various places also wanted to create another explosive case of urban marketing with the help of large-scale activities. Since music festivals are the easiest cultural tourism mode to attract people in the short term, more small cities and counties have taken the initiative to choose music festivals. From the perspective of cultural tourism, the starting point of the county to build a brand music festival is also very good, if combined with local cultural communication, it will play a very good county marketing effect.

However, no matter what kind of player, whether they occupy a favorable position in the market, or what kind of background they have in the local area, since they choose to enter the music festival market to reap the recovery dividends of cultural tourism, of course, this is understandable, but it should not be at a critical juncture, and the organizer has found that his own strength cannot support the creation of a music festival scene with a good experience.

For the audience, every time they spend money to participate in the music festival experience, it is a process of both a travel consumption experience and a journey to feel the music.

For organizers, there should be a simple answer in mind – there is no contradiction between making money from creating blockbuster music festivals and creating a quality experience for consumers. In the process of running a music festival, organizers should anticipate as early as possible which threshold they are going towards.

The rules of the game of the music festival may not seem complicated, but it is a "commercial complex" and a "content life". No matter which music festival, the organizer must open up the whole process from publicity, ticket sales to implementation in a short period of time, earn the box office as much as possible, create a benchmark for cultural tourism, and serve the audience well. It seems that it is difficult to do word of mouth, but in fact, it is not difficult to have sincerity. Most importantly, can word-of-mouth become the basic consensus of major local organizers?

In the short term, through one or two scarce artists to create a traffic effect, of course, you can harvest a wave of fans and leeks, but if you do not do a good experience, it will hurt the live audience, and in the medium and long term, it will hurt the sustainable development of the local cultural tourism economy.

The second half of the year has just begun, and more music festivals will be held in the future, and it is already a general trend that music festivals continue to sink. In general, whether it is an old organizer or a new organizer, word of mouth can be precipitated as a reusable asset for the organizer and local cultural tourism development, which is the way to create the long-term survival of music festival IP.