"Performing Assassin" rushed to the hot search!The music festival blooms everywhere. Why is the fare more expensive?

Pre -sale tickets 788 yuan, double pre -sale tickets 1500 yuan, VIP ticket 1288 yuan ... Recently, many netizens talked about music fares more and more expensive. Netizens joked that it was a "performance assassin" and appeared on the hot search. It can be found through search on Damai.com that there are 41 music saving in the past month, and the two -person fare is up to 1700 yuan. Some netizens said: "This is not a performance assassin, this is a performance killer."

Some music fares displayed in July displayed on the ticketing platform

The decline in the "cost -effectiveness" of music festivals is the main slot point

"In 2017, Wuhan strawberry music fare is 240 yuan. The star lineups include horse maggots, Zhao Lei, etc. The favorite stars are also suitable." Music fan Zhang Rui (pseudonym) told reporters that he liked folk songs when he was in college. Then The fare of the Music Festival is not high. When you have time, you will take a look at it. It is considered a "shallow travel". The cost performance is very high. "For the star lineup of the music festival today, Zhang Rui said that some music festivals have become a large -scale star -chasing scene. It's hard to be motivated. "

Screenshot of the 2017 Wuhan Strawberry Music Festival provided by Music Fan Zhang Rui

Speaking of the strong lineup, I have to mention the lineup of the Beijing Station in the 2019 Mician Music Festival in 2019. Not only are the new pants, the cats of the landlord, the five people, and the five people in the music festival, but also Jay Chou and Jolin Tsai. Such a lineup, but only 380 yuan for a single -day pre -sale ticket, 450 yuan on the spot. Compared with the two, coupled with the rise in the cost of eating, drinking, and living, fans want to watch a music festival worthy of going. The overall expenses are no longer on the same line.

2019 Watan Music Festival Beijing Station lineup table

Music festival market is overheating

Ticket pricing is ultimately affected by supply and demand

With the continuous improvement of consumption level, the music festival of watching performances and "dual functions" of watching performances and tourism has attracted a large number of young people. Compared with previous years, the audience of the music festival is no longer just a niche type such as folk songs, rock, and Hip-Hop. A large number of pop-ups of popular music have also attracted music fans with different ingredients, forming a new consumer landscape. In recent years, the hit of bands and rap variety shows has expanded some musicians' fan groups and "traffic". A large number of fans poured in, which also made the "threshold" of the music festival higher and higher.

The pricing of tickets must eventually follow the market rules, and the supply and demand relationship determines the proportion and rules of pricing. Senior music fans Xiao Ma told reporters that the organizer of the music festival will be purchased by different ticket types such as pre -sale (early bird ticket) and high -priced VIP. Ticket data analysis of supply and demand is to approve the pricing strategy and sales method of different cities. "If there is a fans who buy it, no matter how expensive the ticket is bought, everyone can only‘ vote with the feet ’.

Compare concert

Performance party plays a more worry -in and labor -free music festival

According to a survey released by the public account "Music Ningbo", there were less than 23 concerts held nationwide in 2021. Singer Hua Chenyu's "Mars" concert was successfully held in Haikou Changying Global 100 Fantasy Park. Following the first, Xue Zhiqian's "Fairy Fairy" tour concert held a total of 4 games.

A successful concert list held in 2021 (@20 20 20)

Since 2020, the concert market has been strongly impacted by the epidemic, and the national tour concert either pause or on the way to extend. In addition to the impact of the epidemic, for the performance, participating in music festivals and organizational concerts also have advantages in terms of cost. Large concerts are time -consuming and labor -intensive in terms of venue application and process approval. Human and material costs need to be borne by the performer. In comparison, the music festival is unified by the organizer. Save time and effort, and star teams prefer this. In terms of performance, the concert has high requirements for "service, Hua, Tao", and the performance atmosphere of the music festival is relatively easy. The appearance of plain clothes can closer the distance from the audience. For the stars themselves, at the festival, each guest's appearance time is generally controlled at about an hour, which is far lower than the concert that starts for 3 hours.

The addition of the "star group" of the music festival has also attracted a large number of fans, especially the "ox" monopoly performance tickets to be sold at high prices, which also disturbed the market under certain circumstances.

Music festival costs higher

But more importantly, do the quality

The fare of the music festival is disturbed by many factors. The famous musician Guo Zhikai said that the cultural festival culture actually expresses a "lifestyle". Music is just one of the constituent elements of this "lifestyle". In addition, there are soft culture such as food, atmosphere, and venue conditions. Essence Site leasing, venue capacity, artist's salary and commercial sponsorship, including urban levels, are the reasons that affect fares. For example, whether the profit festival is profitable is closely related to the proportion of commercial sponsorship. Due to the epidemic cause, many brands are very cautious about offline activities. From the perspective of overall operating income, the organizer can only reach the business by increasing the fare to achieve business. Profit purpose.

Artists' performance fees and venue fees account for costs. According to the Beijing News in November last year, with the development of the music festival market, a certain premium has also appeared. Zhang Yishuo, vice president of Modern Sky and the head of the Modern Sky Live Music Business Group, said, "The most basic venue rent is very low or even free. The cost is directly increased. "Several popular bands have performed up to 100,000 before, and now some have risen to millions." Zhou Shan, head of a small music festival organizer, said. Since 2020, according to the needs of the epidemic prevention and control, the number of people in the music festival has controlling standards, and the number of ticket sales has only decreased. Secondly, in recent years, the music festival has blossomed everywhere, and the internal competition in the industry has been fierce. In order to attract fans to buy tickets, "traffic" stars will often help out, and the blessing of music variety shows, although it has attracted many young people to experience live music, However, many invitation objects have also been from independent niche to the "Internet celebrity band", and the economic cost of artists has increased significantly. The increase in cost and limited sales can only be made up by "price increases".

Guo Zhikai said that most of the audiences of the music festival are mainly college students or young people who have just graduated, and more music fans are from all over the country. The price of tickets must be considered for young people's travel costs. Numbers, exceeding the consumption level of most young people, fewer and fewer young people are willing to buy tickets, and the price will still be adjusted according to the market. At present, the development of the domestic music festival is not mature enough. The lineup should not be a gimmick of the festival. If the fare has been rising, the requirements of the fans will increase the requirements of the festival. Content, forming its own brand characteristics, so as to ensure the long -term and healthy development of the entire industry.

New Yellow River Reporter: Qu Jiayi

Edit: Xing Zhibin

School counterpart: Yang Hefang

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