More than 20 music festivals will hold a box office battle and the market is mixed and needs to be improved

Preliminary statistics show that there are currently more than 20 music festivals locked from the end of April to May, including both well-known old brands and newly emerged music festivals with their own characteristics, scattered across the country. Faced with fierce market competition, the new and old music festivals are about to usher in a head-on confrontation.

Original title: New and old music festivals start a box office battle

. April and May every year is not only a good time to enjoy flowers and go out, but also a time for many music fans to travel to all parts of the country to enjoy the music festival. At this stage, major music festivals have gradually entered the final preparatory stage. Preliminary statistics from the reporter found that there are currently more than 20 music festivals locked from the end of April to May, including both well-known old brands and newly emerged music festivals with their own characteristics., scattered throughout the country. Faced with fierce market competition, the new and old music festivals are about to usher in a head-on confrontation.

New brands have emerged in second-tier and third-tier cities

. At this stage, no less than 20 music festivals are undergoing rounds of publicity and promotion, and they have boarded major ticketing platforms to book and sell performance tickets. Among the many music festivals, including old brands such as the Midi Music Festival and the Strawberry Music Festival, which have formed certain brand influence in China, are planned to be staged in Suzhou, Taihu, Xi'an, Chengdu and other places. Music festivals with greater popularity in Asia and the world have also chosen to launch their domestic market. For example, the Asian benchmark electrosyllabic brand "Sunset Spring Waves Electrosyllabic" will start touring the mainland at the end of this month. This is also the first time that the electrosyllabic festival has launched its mainland tour.

It is worth noting that by searching the Internet with the keyword "music festival", we can find that unlike in the past, most music festivals were concentrated in first-tier cities such as Beijing and Shanghai and its surrounding areas, more and more music festivals are now appearing in second-and third-tier cities. Among them, Dongguan Chashan Tea Garden Garden Fair will hold the "Guanhuaxiang" Music Festival at the end of this month, and Baoding will hold the "Dajidian World Music Festival" and invite bands from France, Italy, Argentina and other countries.

In the eyes of industry insiders, the music industry is ushering in rapid development at this stage, and with the improvement of living standards, people's consumption demand for music and other cultural products is also constantly increasing, encouraging more music fans to watch performances live, allowing music The market space of the festival is gradually expanding. At the same time, although for the organizers of the music festival, the income mainly comes from tickets and sponsorships, for the cities or regions where the population is located, the gathering of people will bring demand for catering, accommodation, etc., which will drive the local consumption of multiple business formats, enhance local popularity and influence, and attract people to choose to travel to the local area. Therefore, it is also welcomed by some second-and third-tier cities, and they have cooperated with music festival brands or held music festivals independently.

The

emergence of music festivals, large and small, bringing together many big-name singers and bands, dazzled many music fans for a time and didn't know how to choose. Judging from the current arrangements of music festivals, most music festivals plan to perform from the end of April to May, such as the May Day holiday or daily weekends, with relatively concentrated times, which also brings certain market competition to related music festivals. In order to gain market attention and attract more music fans, various music festivals not only put a lot of effort into guest lineups and invite well-known domestic and foreign bands, but also try to play different tricks in the theme setting and performance arrangements of the music festival.

Take the Strawberry Music Festival as an example. This year, the Strawberry Music Festival chose to cooperate with Netease Cloud Music. At that time, Netease Cloud Music will exclusively customize music peripheral products including picnic mats, raincoats, towels, etc. for the Strawberry Music Festival. It will also conduct ticketing recommendations on the App. For example, in the song comment area of musicians who are confirmed to attend the Xi'an Strawberry Music Festival, there will be corresponding performance ticketing information. Users with geographical locations near Xi'an may also receive ticketing information based on LBS private messages. This will help the Strawberry Music Festival find music fans to a certain extent.

In addition, there are also some music festivals that incorporate current popular elements. Among them, the "Spotlite Red Music Festival" held in Guangzhou chose Internet celebrity as its theme and linked elements such as Internet celebrity music, fan support, and immersion experience. In addition, the 2017 Great Wall Running Music Festival to be held in Gubei Water Town will not only choose the location of the Simatai Great Wall, but also combine the music festival with the 5-kilometer road running, which will also attract the attention of some runners.

For the newly emerged music festival, it will be combined with other large-scale local events and combined with local tourism characteristics to set up other art exhibitions and leisure experience activities to further enhance its popularity and influence. For example, the "Shuiyun Pear Fragrance (International) Music Festival" held in Yangxin County, Binzhou, Shandong Province is in hand with the 28 th Pear Blossom Fair held locally; the "Dajidian World Music Festival" in Baoding will set up a world food area, craftsman handicraft exhibition area, intangible cultural heritage performance and other activities at the event site.

The market is mixed and needs to be improved.

In view of the different themes and styles chosen by different music festivals, the music festival market has become more diversified. According to public information, there were less than 20 outdoor music festivals in my country in 2007, but currently there are nearly 200 music festivals in China, including Midi, Strawberry, West Lake, Heat Wave, Evergrande and other brands.

Industry insiders said that ten years ago, many people in China had no concept of the music festival as a performance form and did not know what a music festival was. With the development of recent years, the music festival has gradually gained more and more popularity. The popularity of music fans, and even non-music fans came to the scene to enjoy the music festival up close, made the market more mature. On the positive side, the growing number of music festivals is also a good thing for music fans and musicians, and provides more performance opportunities.

Li Hongjie, founder of Wild Horse Live, said that despite this, the domestic music festival market has only gone through a development stage of more than ten years. Compared with the 50 to 60 years of history abroad, it is still in the primary development stage, just like a 10-year-old child, there are still many problems to be solved and improved. "One thing that needs to be noted is that although there are a large number of music festivals, they are also mixed. There are many cases where platter performances are pooled into music festivals. At the same time, there are also some music festivals where companies use music festivals as a publicity gimmick to promote them."

According to industry sources, at this stage, on the surface, the number of music festivals suspected of making up numbers can account for more than half of the overall market. This situation has certain obstacles to the healthy development of the music festival market. In addition, the current domestic music festival market still has the shortcoming of a small number of professional practitioners, which is not enough to support the entire market at present. This is also one of the reasons for the low quality of some music festivals.

Nowadays, the entire music industry is developing rapidly, and music users are also increasing. As the younger generation gradually grows up, enters society, has certain consumption power, and is willing to consume for their favorite idols and singers, the music festival still has a large market space. This requires the joint promotion of all parties. It not only requires the support of capital and the improvement of the market system, but also a steady stream of high-quality music content to cultivate more outstanding musicians and release greater value from the music festival market.

Editor: Nancy