During this past May Day holiday, music festivals in Beijing and Tianjin, Phoenix Legend, and Hua Chenyu’s concerts continued to hit social media platforms, and the national performance market became dry again. Established singers have become popular, and new concert formats have been introduced; from traditional fans to passers-by, the audience for concerts has become larger. However, the negative effects of excessive marketing are also coming one after another. What will happen next for the concert economy? While the cultural market is booming, it also brings cold thinking.
Concerts turned into KTV and disco scene
Last year, veteran singer Wu Bai, who was over 50 years old, became famous because of his concert. "Spend 500 to go to Wu Bai's concert and sing Wu Bai's songs for Wu Bai to listen to." "Wu Bai held 10 concerts a year, and at the end of the year he still had three cells left on the microphone." "Spend 750 to go to the concert, but Wu Bai didn't sing. The remaining 250 sang from beginning to end, "That audience on the stage, have you bought a ticket?"... Even if you haven't seen Wu Bai's concert, people who have been online all year round have come across these jokes. Wu Bai at the
concert did not need to hold a microphone or even speak. He only needed to wave his hand. When the prelude of those familiar masterpieces sounded, the audience began to sing a chorus. Wu Bai's sudden rise to fame has puzzled many people. Even he himself expressed confusion, "You are all 25 years old, why are you listening to my songs? You were not even born when I wrote these songs." He sometimes said amusingly Changing the tune to show that he was the real lead singer, but this was of no use and could not stop the fans' enthusiasm for singing. Later, Wu Bai simply "fucked it up" and turned his personal tour into a "personal inspection" to check the chorus singing in various cities. group level.
This year, Wu Bai’s popularity spread from China to overseas. It was joked that this was a concert where the singer himself “didn’t have to talk”. At the Sydney concert, Wu Bai was asked to return three times, but the audience couldn't drive him away. He was seen "beating the workers" to the top of his body, shouting "get off work, get off work", and the audience responded with "work overtime, work overtime". The video was circulated After it went online, it triggered a new round of discussion.
There was Wu Bai before him, and Phoenix Legend behind him. As soon as the tour started, many new memes became popular on the Internet. In the past, there were two types of people in the world, those who had heard of Phoenix Legend and those who had heard of Phoenix Legend but didn’t admit it; but now, there are still two types of people in the world, those who grabbed Phoenix Legend concert tickets and those who didn’t. Got it.
The "human-to-human transmission phenomenon" at the Wu Bai concert appeared at the Phoenix Legend concert without any surprise. The first stop became a "disco scene", and the audience outside the venue even sighed: "Not only the chorus, but the light sticks have never been so neatly organized." And at the Bird's Nest concert on May 4, something even more unexpected happened. Now, "Phoenix Legend Concert Audiences Are Questioned About Lip-Syncing" has become a hot search topic. Because in the video posted online, the audience's singing voice was low, and the audience was questioned about lip-synching. The audience complained, "My voice became mute that night, and I couldn't lift my arms the next morning." "I really sang really loud, but the bird's nest was too big! There was no sound reception in the venue!" The audience also included actor Yin Xiaotian, Netizens described him as "his face was deformed, and he said it wasn't big enough." Despite the constant ridicule, the "Yu Linjun" who were as uniform as military drills at the Phoenix Legend concert still went out of the circle.
"Question Wu Bai, Become Wu Bai, Become Thousand" and other hot memes have emerged in the circle. Young people listened to the Phoenix Legend and danced Pamela, and finally understood the square dancing aunt back then. In addition to them, the concerts of singers such as Nick Cheung, Stephen Chow, Jen Xianqi, and Zhou Chuanxiong were also sold out. Young people who have awakened their bloodline are flocking to "older idols".
Veteran singers are more popular than popular artists
Being in the center of the performance industry, Zhu Qinji, deputy general manager of Beijing Fanxing Dingfeng Entertainment Culture Media Co., Ltd., can deeply feel the fiery performance market. "More and more artists are holding concerts, and the number of concerts is also increasing. Nowadays, the concerts of top singers are very popular, and it is difficult to get a ticket. It is impossible to get a ticket. Including those who some people think are 'has-been singers', Tickets including those of Ren Xianqi and Zhang Xinzhe are difficult to grab. On the contrary, although some popular artists have a large number of fans, their tickets may not sell well."
In Zhu Qinji's view, the most important reference coordinate for whether the tickets are good or not is whether there are enough works and whether they are widely sung. "If there are enough songs and enough masterpieces, it is actually easy to achieve best-selling, but people are more famous than singers. Singers, including many artists, may not sell well. "Everything has exceptions," he mentioned. "Although some veteran singers have masterpieces, they became famous very early and have not been very active in recent years, so their audience will be narrow. After all, the consumer market is still dominated by young people. For these people , the audience is less likely to make impulsive purchases. As for singers like Hua Chenyu and Li Yuchun who have a fixed fan base, no matter where they open or what format they open, these people will pay the bill, but they cannot copy it. "
Why more and more people go to concerts to sing and dance? Because what they go to the scene to feel is an atmosphere. Zhu Qinji said, "Singing along will definitely mobilize this atmosphere. If you are not good at singing, or you are not familiar with the songs, , the place will be very cold, and everyone will not feel very good. Just like the original Jessie J, although she is an international queen, she also participated in "Singer" and gained a certain degree of popularity in China, but the effect of her concerts was mediocre because no one could sing. "
What you listen to is the song, which also has emotional value.
Concerts are a "two-way journey" between fans and idols. For fans, going to concerts is an important part of chasing stars, and they can "meet their idols" through a concert. "There is a huge sense of ceremony. In order to favor their fans, the singers show full sincerity.
At Zhou Shen's concert, "McBa" per capita, thousands of people sang in chorus when he opened his mouth. No matter how difficult the song was, Zhou Shen dared to hand over the microphone, Each fan became more professional and felt the power of idols through interaction.
In order to improve the sound quality of the concert, Zhang Jie spent 120 million yuan on his own speakers. At his concert, his masterpiece "This is Love" became a fixed song for marriage proposals. In line with the romantic atmosphere, Zhang Jie also assisted on the spot and captured the scenes of fans' proposals on the screen.
Joker Xue is famous as a "favorite fan". He attends a concert and comes with a talk show. Every time he performs, he will know the local area. Culture, learn to speak dialects, and leave fans with exclusive memories of the city.
Data from "Across Mountains and Seas for Love - Annual Insights on Large-scale Concerts in the Performance Market in 2023" jointly released by China Performance Industry Association, Damai, Weibo, and Lighthouse Professional Edition. In 2023, the box office of large-scale concerts with more than 5,000 people will be nearly 14.6 billion yuan, a record high. The number of large-scale concerts will reach more than 2,400, and the total number of viewers will exceed 20 million. This year’s concerts will continue to be popular as last year and continue to become “ "Traffic password" not only frequently appeared on Weibo hot searches, but also transformed into a "walking GDP". It has evolved from a simple fan event to a battle of honor for audiences in various cities. How much revenue can a concert bring to local cultural tourism? , largely equated with the singer’s influence.
During the May Day holiday, Hua Chenyu held the first “Sunrise Concert” in Yantai in the early morning of May 4, in Muping District, Yantai. On the island, Hua Chenyu and tens of thousands of fans witnessed the sun slowly rising from the sea while singing, leaving a beautiful memory for the 130,000 fans. Xiao Ling from Shaanxi was one of them, "I wanted to grab tickets. I mobilized all my relatives and friends. The weather forecast was cloudy that day, but maybe I was sincere, and I saw the sun rise as I wished. Tens of thousands of people watched the sunrise together, a scene that I will never forget. "This performance was later evaluated by People's Entertainment as "performance innovation and local cultural tourism go both ways." This concert made Yantai's popularity and traffic soar, and it gave many new inspirations for the development of cultural tourism in many cities.
Follow the concert Travel, the "end" of young people's consumption is emotional value. With the popularity of short videos, the exciting content of the concert can reach more people's vision, triggering a wider discussion. Concert tickets are being snapped up, and concerts are being snapped up. "Crazy singing" on-site, the concert site becomes a large-scale KTV, from "listening to idols singing" to "singing to idols", from "emotional killing" to "military training-style concert", the audience's psychological appeal is self-expression and seeking resonance .
"Exorbitantly priced tickets" continue to exist, and there is an urgent need to return to the essence.
The performance economy is improving, but negative public opinions also occur from time to time. Not long ago, Xu Meijing’s Nanjing concert had all the childhood filters broken due to the “wrong version of the product”. During the nearly one and a half hour long concert, Xu Meijing sang 5 unpopular songs at the beginning, and the remaining classic songs were mostly composed by The band members sang, causing dissatisfaction among many fans. Xue Zhiqian's concert, which received rave reviews, also experienced an "overturn". Two Internet celebrities were suspected of posing for photos to attract attention, which implicated the random selection of "lucky audience members" at the concert. The "Time Classic Concert" Kunshan Station was angrily shouted out by the audience for refunds due to poor sound quality and short singing time. In addition, "sky-high price scalpers" of concert tickets have been banned many times. Zhao Lei held a concert in Jinan some time ago, and he even said, "There is no audience in the audience." "The seats are full, but the tickets are gone".
The concert economy seems to be booming, but the famous musician Guo Zhikai said in an interview with the New Yellow River reporter that cold water should be poured on him, "Some of the current concerts are largely due to Capital control breaks away from market rules, puts tickets on the secondary market, and even actively sells them to scalpers, making it difficult for ordinary viewers to buy tickets. In order to sell tickets, capital needs to be used for marketing. The purpose is to tell everyone that the artist is popular and the price/performance ratio is very high. Many people will follow the trend and become very impetuous. "Many consumers are not fans. They are led by various self-media. If they don't listen, they will fall behind. They are forced to consume to follow the trend. In this situation In this environment, some tickets are sold for thousands or tens of thousands of yuan and are manipulated by scalpers. This is very destructive to the market. Any market needs healthy consumption to support it. I have never seen a concert in a country. It will be controlled by capital, making concerts an unattainable thing. "
However, Guo Zhikai still has great expectations for the performance market, "All things with inflated ticket prices will return to their essence. This requires the coordination of the market and supervisory departments, and the audience will gradually return to rationality. I believe that there will be changes in the next two or three years. The bubble will dissipate, and truly good music will return to theaters and stadiums. Everyone can enjoy it with peace of mind, instead of tens of thousands of people singing an old song in the stadium. This is really a tragedy for pop music." Guo Zhikai also made a bold hypothesis, "I really hope that veteran singers will be photographed by later waves. Die on the beach, and more young people create good works, which proves that Chinese pop music is truly progressive."
Proofreader: Liu Tian Reporter: Ren Xiaofei Editor: Xing Yuan
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