New Music Industry Watch original article, unauthorized refusal to reprint
Author | Zhao Dazhuo
In October 2020, Song Ke came to Shanghai's Fengxian District for the first time, only to find that this is a beautiful coastal town with beautiful beaches, parks, and a well-developed beauty industry.
The local government intends to make a breakthrough attempt to integrate the beauty industry, natural scenery and cultural experience. And Song Ke also feels that in the field of live performance, there should be new ways to play. The two sides thus began to cooperate and decided to name the festival after the "Flower Sea Beauty" music carnival.
Oriental Beauty Valley 2021 "Sea of Flowers Beauty" Carnival Scene
"It just feels like the name is especially right." Song Ke said, "Beauty is a top consumer goods category, not only girls, boys are now also paying attention to this field, just the opportunity to integrate music and life." ”
As a veteran of the music industry, Song Ke cooperated with the local government to become the planner and executor behind the carnival. In his view, the development of music festivals to this day, they are also facing many bottlenecks. Simply enjoying music can no longer fully meet the pursuit of the current young generation, and the fusion experience is a future. This carnival is a "small exploration" in the direction of integrated experience.
Oriental Beauty Valley 2021 "Flower Sea Beauty" Carnival Planner Song Ke
<h1 class="pgc-h-arrow-right" data-track="9" > do a carnival at "Oriental Beauty Valley"</h1>
In the afternoon, the sound of music was heard, and the "blossoming" stage shaped like a blooming white flower was already crowded. Unlike ordinary music festivals, outside the stage, the scene is built into an immersive beauty town that integrates beauty experience, photo punching, entertainment and social interaction.
The beauty lecture hall is always crowded with audiences, and the free experience of nail art, dirty braids, and painting is always lined up with hundreds of people. There are also entertainment interactive spaces such as "Giant Gacha Machine", "Beauty Pulling Machine", "Beauty Blind Box Area" for visitors to enjoy. In the live broadcast room, beauty bloggers are relaying the situation of the scene in real time. Many young people also held up selfie sticks and started broadcasting live with their backs to the stage.
Oriental Beauty Valley 2021 "Flower Sea Beauty" Carnival Beauty Lecture Hall Scene
On May 22, the Oriental Beauty Valley 2021 "Flower Sea Beauty" Music Carnival, sponsored by the Shanghai Fengxian District Culture and Tourism Bureau, kicked off on the large lawn of Shanghai Fish Youth Art Park. In addition to the help of xue zhiqian, Li Ronghao and other musicians, the carnival launched the concept of the first beauty music festival in China. On the shores of Jinhai Lake, this feast of cross-border integration of beauty and music has attracted tourists and fans from all over the country.
Fengxian District is located in the south of Shanghai, adjacent to Pudong New Area, Jinshan District and Songjiang District, and across the Huangpu River from Minhang District, with a 13.7 km long river shoreline and 31.6 km coast. Shanghai Fish Youth Art Park, where the music festival is located, has dozens of hectares of flowers blooming, the water system connects the river to the sea, and Jinhai Lake is its core landscape lake.
In addition to natural scenery, what many people don't know is that Fengxian District has actually become the source of new and old brands at home and abroad and the location of research and development institutions, and can be said to be an important town for the cosmetics industry (including beauty, skin care, and personal care) in Shanghai and even China. Official figures show that only a quarter of cosmetics companies in Shanghai are in Fengxian. The name "Oriental Beauty Valley" lives up to its name.
After determining the intention to create the "Huahai Beauty" music carnival, the Fengxian District Culture and Tourism Bureau, as the organizer, coordinated local resources to support resources such as venues, security, and transportation. Song Ke and the team's strength is content planning and integration. With the cooperation of the two parties, the festival completed the entire process from project establishment, approval to execution with great efficiency.
JD Beauty determined the intention to cooperate within a few days, and eight brand customers and JD.com's strength anchors were involved. Creative markets and food stalls are standard configurations of the festival, and at this carnival, the original projects are deeply in line with the beauty theme. In addition to the performance stage, the entire venue is wrapped in layers of beauty arrangements, from the live broadcast room, the photo punch area, the makeup and makeup area to the game beauty area and the beauty wishing wall, creating a huge interactive experience space.
Oriental Beauty Valley 2021 "Flower Sea Beauty" Carnival Beauty Town Game Beauty Area
Considering the viewing experience of this beauty crowd, Song Ke did not require particularly irritable and special alternative music when choosing the performance lineup, and the two-day performance was finalized by Xue Zhiqian and Li Ronghao, who hoped to create a relatively natural and comfortable space through lighter and more beautiful music.
As written on the festival poster, Song Ke hopes that "music, beauty, beauty, and beauty" in the carnival will be integrated. For the Fengxian District Government, the "Huahai Beauty" Music Carnival has also become a business card to launch the Oriental Beauty Valley brand and promote the image of the new city.
<h1 class="pgc-h-arrow-right" data-track="21" > music festivals to be integrated, but also to break the circle</h1>
In recent years, music festivals have blossomed all over the country, but the bottleneck is also very obvious. The lineup is homogeneous, the service cannot keep up, and the doubts about the price increase of the music festival are also frequent. The simple music festival business model has also accumulated some problems, the first of which is the continuous improvement of the cost of artists, venues, security and so on.
"Costs are increasing, but it's harder for ticket prices to go up again." The single-day ticket price in first-tier cities is more than 400, which is the cost that young people can afford to consume on weekends. Rising again, the invisible hand of the market will surely rebound. Song Ke said, "The cost can't come down, the income can't go up, many organizers will lose money, and some music festival brands will definitely die." Adapting to changes in the market is one of the opportunities. ”
To change the status quo, on the one hand, it is inevitable to use external forces such as brands to enhance the commercial value of music festivals. Song Ke usually pays attention to live streaming with goods and pays attention to the development of MCN. He felt that as long as it was related to the lifestyle of young people, there must be room for integration with music. Moreover, young musicians are very receptive to commercialization and only need to find the right channels for music products.
"When we were doing Evergrande Starlight, the left-handed car brand and the right-hand real estate brand easily did more than 20 games a year, so we still had to find a borrowing point." Now the keywords of self-media and goods are all trends, we can also participate, and the music scene is also the entrance to traffic. Everyone catalyzes each other, blesses each other, and both sides will have great benefits. Song Ke said.
On the other hand, it is necessary to enhance the viewing experience of the scene and increase the attractiveness of the audience. The improvement of the online music product experience depends heavily on the improvement of technology, but there is still a huge room for expansion of the live performance experience. In Song Ke's view, whether it is the recent rise of the music + Camping lifestyle, or a cultural community like Aranya, it will have an impact on the concept of traditional music festivals.
"Music still has to learn to blend." Song Ke said. The "Flower Sea Beauty" music carnival is an attempt to integrate and break the circle.
Oriental Beauty Valley 2021 "Flower Sea Beauty" Carnival Xue Zhiqian performance scene
At the carnival scene, you can find many regular visitors to the music festival, who will skillfully find the best looking position and calculate the appearance time of the favorite musician. But there are other audiences, from the point of view of clothing and equipment, are obviously still relatively unfamiliar with the music festival. They were attracted to the carnival's activities and became audiences for the festival.
Some people come for Xue Zhiqian, Li Ronghao, VAVA Mao Yanqi, Mandarin, some people come for beauty, and some people simply come because they haven't watched the music festival for a long time to find feelings, and even many local citizens of Fengxian come to punch in. Different audiences found their own fun at the carnival site.
"There are many peers on the scene to investigate, and they all feel that this way cannot be unhappy." I think it is beyond the venue performance experience, although the ticket price is several times higher than the movie ticket, but the movie is two hours, and the carnival can play for most of the day. This in itself is a qualitative and quantitative breakthrough. Song Ke said.
Oriental Beauty Valley 2021 "Flower Sea Beauty" Carnival Li Ronghao watch performance scene
<h1 class="pgc-h-arrow-right" data-track="33" > new product is "something no one has done."</h1>
Recently, Shandong leaders made rock gestures at the press conference to promote local music festivals, which caused heated discussion among netizens for a while. A music festival not only enriches local cultural life, but also drives the development of local industries, and all localities regard it as an important entry point to drive the local cultural tourism economy, and urgently need practical projects. Correspondingly, content providers and musicians are needed to meet these needs. Song Ke revealed that at the carnival site, there were other regional governments to observe.
In the next step, Song Ke plans to continue to cooperate with the Fengxian District Government to build the "Huahai Beauty" Music Carnival into a long-term brand, and even replicate it in other regions. Carnival will also take deeper root in the local industry and promote domestic beauty brands as the future expansion direction. At the same time, in the exploration of business models, it will go further.
"This carnival is still a bit conservative. And as a producer, there are still many details that can be cut again. The next time you do this, you will be more prepared and add more corporate and beauty experiences. When beauty accounts for more of the stage ratio, in addition to the user experience, there may be a change in the business model. He said.
Oriental Beauty Valley 2021 "Flower Sea Beauty" Carnival Beauty Town Scene
The success of the "Huahai Beauty" music carnival has made Song Ke sure that "the connection with the lifestyle of young people, coupled with the music that is very suitable for taste, is definitely the effect of 1+1>2". In addition to beauty, Song Ke feels that running is also inherently related to the audience of the music festival. He is a running enthusiast himself, and almost every day he posts his running punch card records in the circle of friends. This year, he plans to create another music festival with the theme of "electric music + running".
"In the future, audiovisual products in the music industry should be improved. I certainly won't do traditional music production again, I think it's something that twenty or thirty years old do, and their sensitivity and sense of smell are definitely more accurate than mine. But I have a lot of experience in this industry, relatively wide network, more suitable for some integrated, innovative projects like music festivals, our judgment may be more comprehensive. "In the future direction, Song Ke has a very clear understanding.
In addition to the behind-the-scenes planning of the music festival, Song Ke's most effort is his current entrepreneurial project. This new product, he "made a boring head for more than a year, not enough to see the in-laws", but "really no one has done it, to wait for maturity to slowly appear".
The real upgrade of the industry requires the environment and microclimate to reach the right stage, and now is the time to be possible. A thorough iteration of the product, few people were willing to do it a few years ago, and the content side may not be able to understand. But now if there is a brand new product that can replace the player, everyone should agree. He hopes that the new product will really bring everyone a refreshing feeling.
"I still want to contribute to the industry, I don't want to retire." Song Ke said.
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