Chao News Client Reporters Qian Yi and Yan Qianhui
In recent times, many domestic music festivals have announced postponements or cancellations. Music festivals that were originally supposed to start this weekend but were postponed include Xinxiang Sun Planet Music Festival, Wuxi Taihu Kowloon Music Festival, and Yichang Rice Field and Wheat Valley Music Festival.
Why did the originally bustling music festival suddenly lose its popularity this year? Where is the "wind that wants to see the show" blowing? One year after
became popular, the
music festival is no longer popular?
html April and May are the months of spring, which was originally the season for outdoor music festivals. However, this year, the "wave of cancellations" of music festivals has come a bit violently. As of press time, more than 10 music festivals have announced postponement or cancellation, most of which are due to "force majeure."
Music festivals have been postponed or canceled one after another, which has surprised many people.
After all, the music festival market was so hot last year.
China Performance Industry Association and Lighthouse Professional Edition recently released "Strong Recovery, Local Co-Prosperity - Analysis of Market Trends and Characteristics of Large-scale Commercial Performances in 2023", which shows that the box office of large-scale music festivals with more than 5,000 people in 2023 will be nearly 3.2 billion yuan. More than 700 games. Among them, large-scale music festivals with a box office of more than 5 million accounted for 20%, an increase of 11% from 2019, and the overall situation was a blowout. In addition, the music festival has also "sinked" very obviously. Among the 78 host cities covering 24 provinces, the third and fourth tier cities accounted for 23%.
"There may be many reasons for choosing to postpone or cancel, such as objective reasons such as temporary changes in supporting content and implementation policies, and subjective reasons such as box office not being as good as expected." Some industry insiders said that no matter what the reason, The “most hurt” people who directly stopped the music festival performances were the music fans.
The young people who are responsible for the box office
No longer "rush as soon as they have tickets"
In fact, the music festival has been developing in China for more than 20 years. In recent years, domestic music festivals have continuously enriched music styles, performance forms, and experience projects. In particular, the performance lineup has consciously developed in a popular direction, attracting a large number of young audiences.
According to data provided by Ferris Wheel Ticketing, there were 142 music festival projects launched on the platform in the first four months of this year. Ticket sales have dropped slightly compared to the same period last year, and some events are on discount. "Compared with 2023, this year's music festival market has gradually returned to rationality." Ferris Wheel Ticketing CEO Liu Wei said.
The reason is, first of all, the high ticket prices, which make young people hesitate when buying tickets.
According to data from the China Performance Industry Association, ticket purchases for large music festivals in 2023 will mainly focus on the 200-500 yuan ticket price range. Among the 30 officially announced music festivals on May Day this year, the average single-day ticket price for most of them exceeded 500 yuan. Among them, the highest single-day ticket price for the Changzhou Taihu Bay Music Festival reached 888 yuan.
In addition to the impact of high ticket prices, more and more music festivals are held, and the lineups are becoming more and more repetitive, which gives young people the space to "shop around".
During this May Day holiday, Wang Sulong will participate in the Shangyu Oxygen Jixiang Music Festival, Changzhou Taihu Bay Music Festival, Tai'an New Youth Music Festival, and Qingdao High Me Youth Music Festival. A fan of his next to the reporter finally chose the Shangyu concert: "Compared to the cost, it is the most cost-effective, and you can also see the landlord's cat at the same time, which feels more worthwhile."
In Liu Xie's view, the factors that affect the ticket sales of the music festival There are many factors, including artist lineup, ticket prices, live environment, time slots, etc.
Is the next music festival worth looking forward to?
Although young people no longer "want to go to every venue equally," this does not mean that the popularity of music festivals has receded.This year’s May Day, there are still about 30 music festivals to be held in more than 20 cities. Some single-day tickets for the Beijing Super Strawberry Music Festival, Shangyu Oxygen Jixiang Music Festival, Changzhou Taihu Bay Music Festival, etc. have been sold out.
In the comment section of the Weibo topic #The number of music festivals canceled or postponed this year has exceeded 10, music fans expressed their expectations for the music festival: "I hope the ticket price will be more reasonable" and "If the band they like performs for a long time, It would be better if it takes longer." "The organizer should find a venue closer to the city."
The most mentioned ticket prices and performance lineup are actually what the organizers are trying to balance. "From the perspective of the long-term development of the music festival market, we should pay more attention to whether the live music is good, whether the overall atmosphere is good, whether the facilities and environment are good, rather than simply looking at the artists and ticket prices." The person in charge of the Oxygen Music Festival Yu Zhen said that mature music festival brands still need to think about how to amplify the IP effect, do vertical segmentation, etc., to give music fans a better experience.
Many people in the industry are still optimistic about the future of the music festival market. Liu Wei believes that with the upgrading of the consumer market, watching music festivals and other entertainment performances has become an important part of citizens’ spiritual life and entertainment, especially young people’s enthusiasm for consumption of cultural performances and spiritual entertainment. “For the market, this is It is a steady stream of living water. In addition, the integrated development of "cultural tourism + performance" will also give rise to more new business formats, new products, and new services."
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