Changsha Evening News all-media reporter Fan Honghuan intern Qu Shuang
"You are not like the wind, rustling when it invades..." On the evening of June 14, Xue Zhiqian's "Extraterrestrial Things" tour concert Changsha Station started, Xue Zhiqian's head Wearing an exquisite Miao silver hat, she sang "Like the Wind" with a singing voice as melodious as sand. Thousands of people sang in chorus, creating a full atmosphere.
Just last week, Changsha ushered in the "Super Music Weekend". On the 14th and 16th, the Strawberry Music Festival sang at the Changsha International Convention and Exhibition Center; on the 15th, Cyndi Wang’s tour concert opened at the Hunan International Convention and Exhibition Center; from the 14th to the 16th, Joker Xue sang at the Helong Sports Center for three consecutive days. Scenes filled with thousands of people singing together, and passionate songs one after another, this summer in Changsha, in the name of music, while attracting music fans from all over the country, it also promoted the sudden rise of the "performance economy" and set off waves of consumption. upsurge.
Tens of thousands of music fans rush to a city for love
Music fan Ms. Long is a white-collar worker in Wuhan. Last week, she arranged her schedule in advance and took the high-speed train from Wuhan to Changsha on the morning of the 16th just to participate in the Strawberry Music Festival held that day. . After arriving at the hotel, I simply washed up and then rushed to the music festival.
"I came here specifically for the second-hand roses. Even though it rained heavily, it did not affect the enthusiasm of the fans at all. It was so exciting!" Ms. Long told reporters that because she still had work to do, she decided to wait for the second-hand roses the next day. I caught the high-speed train back to Wuhan at 6 a.m. and the whole trip was very stressful.
In addition to "music festival special forces" like Ms. Long, there are also tourists like Xiao Li who come to watch the concert and travel by the way. "I heard everyone say before that I must come to Changsha once. This time I came here from Xiamen to watch Joker Xue's concert. It was so fun and exciting! After that, I plan to try stinky tofu and tea, and enjoy Changsha. Play it all!" Xiao Li said excitedly.
At Cyndi Wang’s concert held on the 15th, fans were seen raising their hands in the air, sometimes waving to the beat of the music, sometimes singing along with the music. On the stage, the music notes are pulsating, and people are singing and dancing wildly; off the stage, they are screaming and releasing their passion.
"I flew more than 1,000 kilometers from Shandong to Changsha to watch Cyndi Wang's concert." "I missed the tickets for Xue Zhiqian's Jinan station concert before, so I can't miss it in Changsha station again!" On major social media, from Fans from all over the world share their experience and insights about the performance. There are countless stories of "traveling to a city for a concert".
The performance economy promotes distinctive new consumption scenarios
Different from traditional concerts and music festivals where single-circle users are interested in carnival, reporters have noticed that today’s music performances are no longer just a single entertainment activity, but incorporate a series of new consumption Scenes provide consumers with an immersive experience that integrates eating, traveling, shopping, and entertainment, and even provide emotional value, allowing more young people to break out of the "online barriers", discover the diversity of the world, and enjoy cultural connotations.
The reporter saw at the Strawberry Music Festival that in addition to the hot and dynamic performances, there are also many supporting areas such as dining areas, storage areas, mobile toilets, mobile charging stations, etc. around the venue, and creative new consumption scenarios with Changsha characteristics have been opened. Markets, etc., provide free postcards, fans, singer seals and other exquisite and special cultural creations to provide music fans with a more diverse experience.
Different from general concert products such as music peripherals and support, some stall owners also seized business opportunities and took advantage of the popularity of the performance to provide customized services such as makeup and hair braiding, and business was booming.
At 5 pm on the 16th, before the start of Xue Zhiqian's Changsha concert, stalls were lined up hundreds of meters around the He Long Stadium, and the stall owners were energetically promoting their products. We have everything from celebrity peripherals, accessories, makeup, photography to snacks and drinks.
"Ribbon braiding is 19.9 yuan, and makeup + braiding is 99 yuan." The stall owner Huang Jing told reporters that the cost is not high, and you only need to prepare some supporting colored hair ribbons and cartoon hairpins in advance, and practice some painted patterns.The income from setting up a stall outside a concert is more than 1,000 yuan each time, and sometimes even more than 2,000 yuan.
The new model of "spectating performances + tourism" boosts the development of the cultural tourism industry
In the past two years, as the number of various concerts, music festivals and other performances has exploded, the performance economy has become one of the current consumption hot spots, and "spectating performances + tourism" "The new model has become the first choice for young people's entertainment. Watching a show and visiting a city are becoming the choices of more and more young tourists.
Data shows that in the first quarter of this year, there were 119,000 commercial performances (excluding performances in entertainment venues) nationwide, a year-on-year increase of 72.71%; box office revenue was 10.8 billion yuan, a year-on-year increase of 116.87%; the number of viewers was 38.8699 million, A year-on-year increase of 77.88%. As a new first-tier city, Changsha has also actively responded to the craze and has become a popular billing point in the performance market. While bringing in ticket revenue, it also stimulates a series of consumption in tourism, transportation, accommodation, catering, etc., boosting the sustainable development of cultural tourism consumption.
Sun Jiashan, an associate researcher at the Central Academy of Culture and Tourism Management in the performance market, said that using concerts and music festivals as fulcrums can play multiple leveraging roles, such as promoting the development of related cultural and tourism industries and promoting the innovation of urban IP, which are very good Leverage has also brought visible economic benefits to many places.
However, behind the carnival, issues such as poor on-site experience, seat selection, ticket prices, sound effects, and ticket scalpers also need to be further addressed and regulated. Industry insiders analyze that if the performance economy wants to develop sustainably and healthily, in addition to the current policies and financial support issued by some local governments, it is recommended that corresponding financial products should also keep up with it in a timely manner. In addition, good cultural products also require the participation of more high-quality cultural planning companies to better promote the performance markets in various regions to further create features and highlights.
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