The music festival is accused of "grabbing money" by 999 yuan in a single day.

Author | Akagi bottle

"Five hundred bottoms, thousands of every thousand, who will manage the assassin?" "Obviously you can grab money directly, but you still have to sing for me."

After the "ice cream assassin" that may be pierced by wallets and the "air ticket assassin" that will be pierced by wallets when it comes to checkout, the new problem has appeared: the performance assassin.

Today (July 14), the annual lineup fare doubles "top flow" Chengdu Fairy Palm Music Festival. A single -day pre -sale of 999 yuan, a single -day VIP1599, the price of the dual -day VIP2999, which makes fans call "grab money", Park tree, new pants, painful, second -hand roses, high flags and other popular lineups, let the exit ticket purchase interface Fans fell into a stun.

In the voting of Sina Entertainment officials, more than 60%of netizens believe that the fare in the "100-200" range is appropriate, and more than 25%of netizens believe that the fare in the "300-400" range is appropriate.

The entertainment unicorns are not fully counted. This year has already issued the world's top music fares with the upcoming world. The new question is issued again: Going to Fuji Rock Music Festival Camping on Hiking is the annual event of the circle of friends of enthusiasts. "GLASTONBURY Glaston Berry Music Festival and 200,000 people feel the pyramid stage on the farm, go to the Kocra Music Festival to experience the sun and palm of California ... In contrast What new interests can they provide for the audience for arrangement?

The fare is a counter -performance concert, whose wallet is stabbed?

"High prices" are the general trend of the market in the past two years, but "difficulty grabbing tickets" often coexist with it.

The impact of the epidemic on the live performance was unprepared. At the beginning of 2020, the Livehouse performance of theater and music festivals was forced to cancel, and the organizers caught off guard. The Modern Sky of the Head Record Company said that the festival affected by the epidemic was 20-25 games, and the company lost between 12-150 million. During the May 1st period of 2021, the music performance market finally recovered and rebounded strongly. According to the May 1st of 2021, the performance of the two major performances of Livehouse increased by 173%and 326%from 2019.

During the May 1st period of this year, more than 20 music festivals were affected by the "dumb fire" affected by the epidemic, and July and August became a late feast of live performances. In July, a large number of music festivals were recovered. The head music festival brand and various brands sponsored a variety of music festivals. fare.

Meng Yun (pseudonym) is a post -95th scene music enthusiast, a frequent visitor to Changsha 46 LIVEHOUSE and Vox Livehouse. In the few days when the five people toured the ticket, she watched a performance of Zhang Qiang at 46livehouse, a subtropical climate above 30 degrees, three floors of the stuffy and humid underground, no signals, young people waving sweat and language on their bodies deliberately Essence The mantra of "Love is not as good" is widely circulated among young groups.

The five people finally toured, and fans were "New Year", but the next sentence was "fare 380". Meng Yun believes that although the five people are indeed a particularly hot band, many songs are very circled, but the tour fare of 380 yuan a tour is still "too high." Even so, the four cities that have told five people's invoicing have been sold out, and there are music fans who are scolding oxen in the comment area.

The story also starts from those two years. After the two seasons of "Summer of the Band" were broadcast, whether or not they appeared in the show, the bands generally doubled their value. Compared with the previous, their income finally decent.

Many years ago, it was connected with other circle groups that the festival was driven by feelings. In addition to operating the old music festival for more than ten years, the general response of the founder of the emerging music festival to the entertainment unicorn is "losing business". Today, with the band's integration from niche culture to the youth popular circle, the artist's performance fee has risen, the head band is hundreds of thousands, the small and medium -sized bands are about 100,000, and the number of traffic artists with higher performance costs is also happy to go to music festivals and fans. Share mad.

So how is the fare set? For LIVEHOUSE, the organizer first needs to preliminate the general box office based on the audience of the musician, and determine the performance duration of the performance according to the scale of the corresponding performance field. The box office is estimated to determine the fare. Of course, different cities will also be different. In an interview, people in the industry have said that for Livehouse fares, Beijing, Shanghai, Guangzhou, Shenzhen and other fares will be higher, and Wuhan, Xi'an, Changsha and other cities will meet Slightly lower, the trend in recent years is that the music performance market is sinking.

The same is true for the festival. Unlike Livehouse, the comprehensiveness and tension of the festival are stronger. On the one hand, the venue of the music festival is not fixed, the on -site space, high coordination needs, and outdoor music festivals also require the weather. At the business level, it is necessary for sponsorship and attracting merchants to settle in. According to the unicorns, before the epidemic, about half a month or longer before hosting a music festival, the relevant personnel need to live at the scene near the music festival at any time.

On the other hand, in addition to the conventional expenses such as venue planning costs and artist travel, the need for epidemic prevention needs to bring additional accommodation and isolation expenses under the epidemic situation, which have increased the cost to a certain extent, and the "confrontation" of the supply and demand market eventually reflects the ultimate reflection of the supply and demand market. At the level of fare, this has the "Music Festival of the same lineup, the price is very different two years ago and two years later." Interestingly, for Livehouse's performance, the increase in performance fares directly screen out some audiences and increase the entry threshold in disguise. However, this one is invalid for the festival. For the lineup is similar, most of the city's South China Sea, most of which are the young outdoor music festivals held for the first time or twice. The fare can sometimes be "life and death".

Increasing the name of the name, is the brand's hosted as the trend?

The increasingly obvious trend is that in the past, the brands of the role of sponsors have now hosted the festival of music, and they have begun to do it.

The first vitality forest music festival hosted by the vitality forest and cooperated with Jihu Automobile will be held in Chengdu in August. The lineup includes Ada, Tourism, Ma Si, Nai Wan, Universal Youth Hotel, etc., covering the rock furnishing band , Popular rap band, popular independent band lineup, a single -day fare of 588 yuan, a single day VIP888 yuan.

The in -depth participation of the brand's festival is that an advantage is that it can appropriately reduce the fare and reduce the cost loss of the organizer. After all, the brand sponsors are the strong backing of the music festival.

There are also some brands who choose to integrate in -depth, name themselves, and hand over to the local media company. The Snowflake International Beer Festival in Guiyang is one of the representatives of reasonable prices. Its chief partner is a local real estate Co., Ltd. The performances of July 23-30 are divided into three major sections. The first two games are popular bands frequently in the festival, including hedgehogs, second-hand roses, white paper, etc., with a full price of 268 yuan. The two -day performance at the end of the month, including the wild children, steel bands, sound fragments, dirty fingers, lonely Lili, Schoolgirl Byebye, KAWA band and other lineups. Yuan also presented 2 cups of raw beer.

Another example is the Royal Music Festival in Yinchuan, the lineup includes GAI, Lao Fan Fan, Universal Youth Hotel, etc. Its chief sponsors are also local real estate developers. The fare is fair, the double -day is 500 yuan, and the pre -sale of 280 yuan in a single day.

In the past few years, it was not no music festival hosted by the brand, but from the selection of lineup to the venue selection, it could not reach the same magnitude as the traditional music festival. Even some music festivals were full of anchors and online musicians. Essence

In recent years, the reason why domestic sponsors are so enthusiastic about the music scene is that in addition to the prosperity of the youth culture driven by the audio and online music platforms, the music content that can cause the resonance of young groups and deepen the brand's cultural utility, has radiation with radiation More and more marketing value, therefore, more and more partners who use music as a market for marketing activities are increasing.

The revenue of the festival is mainly composed of box office, brand sponsorship, cooperation, government subsidy and derivative income. Well -known music festivals such as Strawberry Music Festival, Midi Music Festival, Mi Dou Music Festival and other well -known music festivals are stable every year. , Edifier, Pepsi, Buick Automobile, Red Bull, Mitao, Pony, Converse, Tubu and other sponsors appeared on the large screen or fans' sight by exterior booths and band midfield tuning.

The sponsors are also increasingly loved with music performances. Music is the common language of young people. It symbolizes the festivals of freedom and personality. It is also a fast road between brands and young people.

In addition to the production level, the music festival experience is also an important part. The Japanese Fuji Rock Music Festival can not only see the top musician lineup, but also the paradise of hiking hiking. Campers can walk into the valley surrounded by mountains along the wooden boardwalk. The natural experience has attracted many families to come. The world's largest electronic festival Tomorrowland venue can accommodate 180,000 people, known as the British Spring Festival and a difficult Glastonbury Glaston Berry Music Festival venue can accommodate more than 200,000 people. The artistic carnival of the group may also become the trend of the future domestic music festival.

All in all, although the rising fares have caused the group to purse, the overall rise in the production level of the music festival is obvious. Compared with the blooming and mixed dragon and snakes in the past few years, rarely hear music fans about venue equipment and other vomiting. However, the absence of overseas bands today has brought a certain amount of content to the domestic music festival content market. The head band is going on, and the "back -to -back" performance needs are constantly. The market needs to return to calm.

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