2023-11-05 06:59:00
Original title: The city was “contracted” by fans for concerts on weekends and started the “repeat sweeps” mode
Beijing Youth Daily reporter Chen Si
The performance market in 2023 will be booming, and weekends in many cities will be “contracted” by concerts. According to statistics, in the first half of 2023, the total box office of commercial performances nationwide increased nearly seven times year-on-year. Fans have begun to “repeat the concert” pattern, and grabbing tickets at high frequency and multiple times has become the norm for following concerts. Moreover, performance cities are “geographically sinking”, and music performances in third- and fourth-tier cities are increasing.
From Xue Zhiqian’s 60 “Special Forces”-style tour across the country, to Wu Bai’s performance as a “commander” to stage a “national inspection”, to Jay Chou’s sold-out performance… “concerts” have become the center of people’s topics, and more and more people have More and more listeners travel to a city for a concert, driving the development of the cultural tourism consumer market.
First- and second-tier cities have full schedules and performance cities are “regional sinking”
According to data released by the China Performance Industry Association, the total number of commercial performances nationwide in the first half of 2023 was 193,300, with a total box office of 16.793 billion yuan, a year-on-year increase of 673.5%. Recovery and growth have become the core keywords of the offline performance market.
Crowry’s report on the economic development of offline music performances in 2023 shows that from February to March this year, the number of daily active users of Damai.com increased by 74% compared with the same period in 2019, exceeding 4 times that in the same period in 2022, setting a five-year high. . During the same period, Damai sold 47,000 performances, three times that of 2019. The platform’s box office scale and ticket purchases increased by 127% and 87% respectively compared with the same period in 2019. The box office of offline music performances increased significantly.
Take Beijing as an example. Since the beginning of this year, the large-scale concert market has experienced a surge in recovery. Ren Xianqi, Mayday, Li Yuchun, Liang Jingru, Liu Ruoying, Zhang Jie, Zhou Shen, Mao Buyi, Zhang Xinzhe, Lin JJ and many other artists have come to Beijing to perform. Cadillac Center, National The schedules of large venues such as the National Stadium (Bird’s Nest) and the National Stadium are tight.
Chengdu’s performance market is also extremely hot this year. In the second half of this year, stars such as Mayday, Joker Xue, Wu Bai, Zhang Xinzhe, Jane Zhang, Jacky Cheung, etc. will basically occupy the weekend. There are even artists who “collide with each other”. For example, Wu Bai and Zhang Xinzhe accidentally performed on the same Saturday, which was quite a PK.
Many fans have started the “repeat concert attendance” mode, and high-frequency, multiple, and frantic purchases have become the norm for music fans to attend concerts in 2023. After the performance, everyone posted relevant content on social media platforms. Posting ticket stubs, showing the scene, and posting comments became the “sequelae” of watching the performance for most viewers.
Concerts that once gathered in first-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen are now spreading. A prominent feature of the concert market in 2023 is the “regional sinking” of the performance city. The China Performance Industry Association’s “National Performance Market Briefing for the First Half of 2023” pointed out that music performances in third- and fourth-tier cities will increase in 2023, and performance cities will extend from first- and second-tier cities to third- and fourth-tier cities; in terms of geographical distribution, represented by the Xinjiang Urumqi Music Festival, Inland cities in the northwest have also begun to become new choices for offline music performances.
“Regional sinking” not only reflects the sinking and popularization of cultural consumption, but also brings considerable benefits to the local economy.
People’s desire and demand for offline performances are important factors driving market recovery. Long-term online life has made people’s desire for live music performances even stronger. They are eager to interact with artists face-to-face and feel the shock and resonance of music. This release of demand prompted audiences to actively participate in performance ticket purchases, driving the rapid recovery of the market.
After the show, “nightlife” catering and accommodation will be launched to promote the development of cultural tourism
Live performances such as concerts and music festivals have always attracted audiences to watch performances in different cities and brought considerable benefits to local cultural tourism. According to relevant data, Jay Chou’s 2023 Carnival World Tour Haikou Station attracted a total of 154,600 tourists in four days, including 95,100 tourists from outside the province, accounting for 61.5% of the total tourists, and achieved tourism revenue of 976 million yuan.
Most of the audience at the concert are young and middle-aged people with strong demand for cultural consumption. It is also a fashionable choice for them to start “nightlife” after the concert. When the concert ended, the commercial area around the venue was still brightly lit. People were arriving after the concert, and young people who were still interested in the performance shared their feelings about the performance while enjoying midnight snacks, making the concert full of social attributes. Taking Huaxi LIVE·Wukesong in Beijing as an example, data shows that the average daily flow of people on weekends is 140,000, and during large-scale concerts, competition days or major festivals, the flow of people can reach 170,000.
Catering, retail, transportation, accommodation, cultural creativity, employment…the influx of foreign audiences has boosted the local surrounding economy. The combination of performances and the cultural tourism economy continues to drive local consumption and attract tourists to travel across the city. In 2023, Shijiazhuang proposed to build a “Rock Home Town” Chinese rock city. While concerts or music festivals boost the local economy, they have also become a cultural business card for some cities to create characteristic urban IP.
“Fans Sing to Idols” Concert Transformed into a Large-scale KTV
This year, many veteran singers joined the tour camp. Since the audience is familiar with the classic songs, the whole concert was full of chorus, turning the concert into a large-scale KTV scene.
“You don’t have to sing in person at a concert, fans sing for their idols.” Not long ago, singer Wu Bai frequently appeared on trending searches because his fans “singed on his behalf” and was made numerous “meme” by netizens. Even after the concert ended, the audience’s singing continued. Netizens joked: Wu Bai himself does not need to appear. As long as the venue is secured and the performance date is announced, fans can successfully hold a “Wu Bai concert without Wu Bai.”
Xinzhe Zhang also has this magic power. Many post-00s generation said they had never heard of his songs before, but after watching the full chorus video on social platforms, they were “shocked” and felt the influence of a king-level singer. As a youth idol born in the 1970s and 1980s, Zhang Xinzhe’s music has accompanied the growth of a generation, and his healing voice has made him a household name as the “Prince of Love Songs.” As the stadium lights slowly dimmed, the cheers from the audience filled the night sky. The familiar song “Love Like Tide” triggered a chorus of chorus.
From singing along to chorus, the interaction between the audience and the performers is getting stronger and stronger. In addition, writing what you want to say to the singer on the wristband, creating a “sea of stars”, and performing a song with the singer have also become highly accepted “concert rituals”.
In 2023, everyone will not just “watch the concert”, but “participate in the concert” in a deeper and more interactive way.
Diverse performance forms to meet different needs and interactive sessions to enhance audience experience
Performance organizers and artists are also actively innovating and adjusting strategies to adapt to market changes. They carry out diversified performance forms, such as concert tours, music festivals, musicals, etc., to meet the needs of different audiences. At the same time, we will increase the careful planning and production of content to improve the quality and enjoyment of performances and attract more audience attention and participation.
“National character” and “warmth” are the main characteristics of singer Mao Buyi. Therefore, during the interactive song requesting session of his concert, the team designed a session to select songs according to the color ratio of the live fluorescent sticks to increase the audience’s sense of participation. ; Use a limited playlist on the day of the 5.20 performance to increase the memory and uniqueness of the performance.
The concert held by Wang Sulong this year has many interactive links: preparing check-in Easter eggs inside and outside the venue; calling on the audience to bring their own dolls to the scene; while singing “Good Times”, Wang Sulong will stop and perform a melodrama, and every performance The plots are all different.
During the encore session of Miriam Yeung’s concert, chat and blind box song selection were added, bringing a different experience to the audience. After the performance, the team will also collect audience feedback through social platforms to make modifications and adjustments to the tour.
Social media is so popular that online concerts rely on “memory killing” to break out of the circle
Looking at the hot topics on social media in 2023, “concert” has become extremely popular and has become one of the hot topics with high social attention in 2023.
According to public statistics, from January to August 2023, the Baidu search index for “concert” increased by 95% year-on-year, and the comprehensive popularity index of Douyin increased by 928% year-on-year. Related topics frequently appeared on the hot topic lists of major platforms, driving The overall attention of the “performance industry”.
On social platforms, the amount of user interactions related to keywords such as “concert” and “music festival” from January to August 2023 increased 4.24 times compared to the same period in 2022.
Judging from the content of the platform, netizens on the Douyin platform actively interacted with each other, including creative makeup imitations, plot performances, funny dubbing, etc. Artists continued to work hard, which led to a rapid increase in the popularity of the concert. Related content on Weibo focused on celebrity promotion and entertainment Mainly through dissemination, Douyin and Kuaishou focus on news reports of celebrity concerts or music festivals, driving mass carnival. In addition to entertainment, Xiaohongshu and Bilibili create mostly pan-interest contents created by up hosts such as beauty, fashion, film and television, combined with concerts. In addition, video accounts use music IP content to promote online concert content out of the industry.
Among them, “Classic Idols and Memories” are the “killer trump card” for online concerts to attract the attention of netizens. Cui Jian’s first video concert was watched online by more than 46 million people, and Jay Chou’s “Magic Tianlun” concert was re-screened, creating an online concert Highest viewing record.
Looking for a “pickup” to watch a concert across the city online – the convenience of social platforms gives the concert a stronger social attribute. Before the ticket is issued, fans share their strategies for grabbing tickets, learn about the best viewing locations at different venues, and exchange concert repertoire; when they need to participate across cities, they look for concert “partners” in the same city, carpool together or travel together, and share the same Idols make it easy for everyone to have a common topic. In 2023, the concert will not only provide a platform for young people to appreciate music, but also provide them with an opportunity to make new friends and expand their social circle. With the development of cultural diversity and social and economic progress, offline performances will continue to exert their unique charm and attract more young people to participate.
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