During this time, the Xiamen performance market is very busy.
completed the "debut" at the new venue of Xiamen Olympic Sports Center Phoenix Stadium before the "May Day" holiday, performing three consecutive shows. Starting from May 3, Jacky Cheung's "60+" Tour Concert Xiamen Station will continue to be staged, and it will be a success on the evening of the 5th In the end, these six concerts attracted more than 60,000 fans at home and abroad to gather in Xiamen;
this year’s first large-scale outdoor music festival-Yuanqi Forest Music Festival ended on the Maluan Bay Music Coast. Music fans from all over the world were not afraid of wind and rain and came to the scene Carnival with your favorite musicians;
The only tour of the original French musical "Don Juan" in Fujian was performed at the Minnan Grand Theater for five consecutive performances. Senior fans from both inside and outside the province gathered in Xiamen;
Powerful resident singers at major livehouses (music performance spaces) Generals, domestic and foreign bands come and go, and music fans come in droves...
Xiamen's diverse music performance types have made "cross-city performance watchers" regular visitors to Xiamen. By the end of this year, it has been confirmed that there will be another 30 to 40 large-scale concerts and outdoor music festivals held in Xiamen. The "tremendous traffic" brought by groups of music fans will become a new boom in Xiamen's cultural tourism market this year. point.
The market is booming
In the first half of the year, concerts were so popular that "cross-city viewings" have become a trend
The national performance market has gradually heated up since last year. The phenomenon of "second sales" on the day of pre-sale of performance tickets continues to appear in some cities. Follow the concerts Travel has also become a trend. This craze began to spread to Xiamen at the end of last year: starting from the hot pre-sales of Eason Chan's six consecutive Xiamen concerts in January this year, Xiamen ushered in an explosive season for the performance market, especially since the solo performances of Tao Zhe, Lin Youjia, and Jacky Cheung in April. From the beginning to May and June, there will be large-scale concerts and outdoor music festivals almost every weekend. Later, there will be Li Jian, Gao Wu Band, Liang Jingru, Tanya Tanya, Simon Yam, Li Zongsheng, Cyndi Wang, JJ Lin, etc. taking turns to appear.
The "coffee" level and scheduling density of performing artists have brought Xiamen into an unprecedented period of active performance. Previously, many people had the impression that Xiamen's performance market was relatively conservative, and there were no good venues suitable for holding performances of different sizes. There are not many large-scale concerts that attract both attention and money. The current "playing style" of frequently performing several shows was unimaginable in the past.
Ma Ju (lí), general manager of Wuai Straw (Xiamen) Cultural Development Co., Ltd., told reporters that music fans’ consumption desire has been accumulated for three or four years. The emotional release brought by live performances has made young people pay for "pleasant themselves". Factors such as consumer trends have brought great vitality to the national performance market, and have also given rise to many people who "cross-city audiences" and "pack their suitcases to watch performances". Xiamen, which was originally a popular tourist city, has high-quality With the blessing of the performance, it is naturally very popular.
Taking Eason Chan and Jacky Cheung's solo performances in Xiamen as an example, Chen Shengxian, executive deputy general manager of the organizer Tianshi Culture and Art Development Group, said that Eason Chan's six performances attracted a total of nearly 60,000 fans, and the audience outside Xiamen accounted for nearly 60,000 fans. 90%, and nearly 80% of the audience are from outside the province; for Jacky Cheung's six performances, more than 70% of the audience are from other places. It has been observed that the foreign audience is mainly young people.
Yaoyao, a girl who traveled from New Zealand to Xiamen by "flying" and taking the high-speed train to watch the first performance of Jacky Cheung's "60+" tour concert, said that this was her third time coming to Xiamen and she even brought her parents to the concert. , they all like the city of Xiamen and Xiamen people.
"I was born and raised in Xiamen and work in Shanghai. This time my wife and I came back specially to watch Jacky Cheung's concert. We also brought two good friends from Shanghai and planned to arrange an in-depth tour for them." Fan Mr. Lin said. The new and upgraded
performance venues have also won Xiamen a lot of market share in this round of performance popularity. The newly built Xiamen Olympic Sports Center has advanced design and complete facilities. The Phoenix Stadium, which can accommodate 18,000 people, has been put into use, ending the history of Xiamen without a stadium for 10,000 people. Together with the Straits Grand Theater, which can accommodate 10,000 people, these two indoor The venues allow more performances to come to Xiamen; compared with the original Sports Center Stadium, the brand-new Egret Stadium has significantly improved its hardware facilities and reception conditions.The newly put into use Maluan Bay Music Coast is a venue with good comprehensive conditions nationwide and is suitable for holding large-scale music festivals with more than 30,000 people.
Return to rationality
The market pace has slowed down in the second half of the year, and performances need to pursue more high-quality products
Traffic for large-scale performances is constantly pouring into Xiamen, and some cities that benefited from this wave of dividends earlier have begun to feel the change in the rhythm after the market returns to normal. slow. Some industry insiders in Beijing and other places said that 2024 will be the year when popularity returns, and performances will shift from pursuing scale and sinking to pursuing high-quality performances. Recently, concerts and music festivals held in some cities have suffered from compromised performance quality and canceled performances that have dissatisfied fans, which also serves as a wake-up call for practitioners in Xiamen.
"From last year to the first half of this year, the market was eager for concerts. Most of our concerts in other places last year did not require much publicity and promotion, and the tickets sold quickly. However, we predict that from the second half of this year At the beginning, the market will become normal, and consumers will be more rational in purchasing tickets and watching performances, and only one-third of the number of shows will be "flash-out", Ma said.
However, she said that compared with before 2020, the entire performance market is still showing an upward trend, and the general environment is still very friendly to the performance industry. "Under the premise of being organized in an orderly manner, I think the number of music performances in Xiamen should be more The better. We have more shows this year than last year, but in the face of a consumer market that is returning to rationality, we will pay more attention to sales strategies, such as the scheduling of shows, to avoid homogenization of performances, and pay more attention to rhythm in publicity. Focus on small performances and incubate high-quality bands like Gaowuren.”
As an early city that held commercial performances, Xiamen has continuously updated its service policies and launched a series of positive measures based on its observation and judgment of the performance market in recent years. Adjust and optimize for new situations. For example, Xiamen was the first in the country to cancel free tickets for performances, fully ensuring the ticket sales ratio and profitability of enterprises, and creating a high-quality business environment. In May last year, the Xiamen Municipal Culture and Tourism Bureau and the Xiamen Municipal Finance Bureau issued the "Implementation Measures for the Prosperous Performance Market in Xiamen", which stipulates that for commercial performances held in non-professional performance venues with a single ticket sales of more than 3,000 to 10,000 people, A reward of 1.8% of the performance organizer's single-game ticket sales revenue; for commercial performances with a single ticket sales of more than 10,000 people, a reward of 2.4% of the performance organizer's single-game ticket sales revenue, and real money is used to strongly support enterprises in organizing large-scale commercial performances Performances (including large-scale concerts, music festivals, travel and residency performances, etc.). The
market is heating up day by day, especially now that social platforms and short video platforms are active, which is a great test of the performance organizer's control over the quality of the concert and the performance site, the ability to serve fans in the ticket purchase and viewing process, and the ability to deal with emergencies coping capabilities, etc. "Relevant departments must fully consider these situations when approving projects." An industry insider said that after all, a concert may directly affect a city's image and reputation.
Take advantage of this situation to
explore more new performance categories and create normalized music ip
How can Xiamen build a "cultural center, city of art, and island of music"? During the interview, practitioners in the performance industry had a consensus - to produce Xiamen's own high-quality music products, create the core of urban music, and enhance the city's attractiveness. In addition to
’s popular concerts, relevant industry professionals are also continuing to explore the market potential of other performance categories. During the May Day holiday, the second Yuanqi Forest Music Festival concluded at the Maluan Bay Music Coast in Haicang. More than 34,000 music fans from all over the country attended this music feast. In June, the Smart Future & ifc Electronic Music Festival will also be held here, filling the gap in Xiamen's large-scale outdoor music festivals.
According to the relevant person in charge of the local Xiamen Radio and Television Group, compared with concerts, large-scale outdoor music festivals have strong popularity and social attributes. During the two to three days of performances, each performance generally lasts for 8 hours, which is cool. The beautiful dances, lively music performances and rich consumption scenes constitute a unique immersive cultural experience. Many out-of-town music fans often invite friends to come together, and even watch it for two days, and the comprehensive benefits are very considerable.At the same time, the venue also revealed that the ifc electronic music festival will be held ten consecutive times in Xiamen in the next five years. Through regular holding, it will drive upstream and downstream industries such as electronic music training, music production, and performing arts brokers to settle in Xiamen, accelerating the popularity of the city. The development of the music industry.
livehouse is also an indispensable force in the Xiamen music industry. Many managers insist on their own business types, incubate their own bands and musicians, and cultivate a group of loyal fans. Some even export to other provinces and cities to showcase Xiamen’s music brand power.
mim is a brand new music brand that has recently landed in Xiamen. In addition to the performance space mim live, there is also a "Music Maker" music company dedicated to providing original musicians and singers with stage performances and music copyright-related services.
"Xiamen's urban atmosphere and business environment are very suitable for the creation and development of pop music, so we landed in Xiamen and based on the rich original music copyright and artist resources, we will produce pop music for the whole country." mim manager Zheng Hao told reporters, Currently, mim live has resident singers singing every day, and famous "flying guests" come to Xiamen to perform on average every half month, including powerful singers from variety shows such as "The Voice of China" and "Produce 101". "It is expected that mim will have 60 or 70 groups of artist guests perform in Xiamen every year. We hope to enrich the content of Xiamen's performance market and at the same time drive a number of original music studios and related industry companies to settle in Xiamen."
"We believe that Xiamen's performing arts market should take advantage of the situation to maintain its popularity. , so that cross-city performances can bring more vitality to Xiamen. While introducing foreign performances, it is also necessary to create more regular and festive music IPs to connect annual music activities and create Xiamen’s urban music symbols, thereby making it more popular. A good place to empower the development of urban cultural tourism." Chen Shengxian said that Tianshi implements the integrated development of "cultural tourism and business" and will continue to be committed to the creation of urban music activities in Xiamen. Ma Si told reporters that Wuai Straw will also use its rich performance resources to focus on cross-strait pop music and build a cross-strait pop music cultural center in Xiamen.
[Reporter’s Notes]
At the end of the song, people will not leave, but they will stay.
Dozens of celebrity concerts and various live music performances will undoubtedly bring huge "traffic" to Xiamen's cultural tourism market, and a large number of foreign fans will attend Staying in Xiamen for one night, many fans will also travel in depth in Xiamen. If the ratio of tickets to other consumption in the industry is estimated at 1:4, the total amount of travel, accommodation, catering and other consumption brought by these fans to Xiamen will be considerable.
The influx of passengers not only brings opportunities, but also brings some challenges to the city's service level and reception capacity. In terms of performances, although the new venues have been put into use and the performance effects are good, there is still much room for improvement in terms of venue guidance, traffic guidance, and catering facilities. In interviews with
, some fans and industry insiders also suggested that some non-first-tier cities may be able to learn from the "playing methods" of the "concert + cultural tourism" model. For example, Haikou, Taiyuan, Quzhou and other places have launched a "favorite fan" combination for concert fans. They have made unique moves in hotel services, cultural promotion, attraction discounts, transportation discounts, merchant shopping discounts and other details. Through the spread and fermentation of fans, It has created a good reputation for urban cultural tourism.
In 2024, Xiamen City will vigorously promote the construction of the "Tourism Quality Year" and strive to build the "Sea Garden Xiamen" urban cultural tourism brand towards the goal of building a national tourism quality benchmark city and a world-class tourism and leisure city. The foreseeable passenger flow, from government departments to performance institutions to every host in this city, how to "receive guests" and how to turn "flow" into "retention" is indeed a question worth pondering.
(Text/Xiamen Daily reporter Liu Jun Pictures/Provided by the performance organizer)
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