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Pre-sale tickets are 788 yuan, double pre-sale tickets are 1,500 yuan, and VIP tickets are 1,288 yuan... Recently, many netizens complained that the music festival tickets are getting more and more expensive.Through a search on Damai.com, it can be found that there are 41 music savings in the last month, and the price for two people is as high as 1,700 yuan. Some netizens said: "This is not a performance assassin, this is a performance killer."
Ticket prices for some music festivals in July displayed on the ticketing platform
The decline in the "cost-effectiveness" of music festivals is the main point
"The ticket price for the 2017 Wuhan Strawberry Music Festival is 240 yuan. The star lineup includes Ma Di, Zhao Lei, etc. The price is also very suitable for the many favorite stars." Music fan Zhang Rui (pseudonym) told reporters that he liked folk songs when he was in college. The ticket price of the music festival is not high, and I will go to see and play when I have time."In response to the "big platter" of the star lineup of today's music festivals, Zhang Rui said that some music festivals have become large-scale star chasing scenes, and the ticket price will naturally rise for "traffic" groups, but if you look at the ticket price from the lineup, " It's hard to get excited."
Screenshot of the 2017 Wuhan Strawberry Music Festival ticket sales provided by music fan Zhang Rui
Speaking of the strong lineup, we have to mention the lineup of the 2019 Wheatfield Music Festival Beijing Station. Not only the new pants, the landlord's cat, the five people and other music festival hot candidates, but also Jay Chou and Jolin Tsai.Such a lineup, but the single-day advance ticket is only 380 yuan, and the on-site ticket is 450 yuan.Comparing the two, coupled with the rising cost of food, drink, housing and transportation, music fans want to see a music festival worth going to, and the overall cost is no longer on the same level as in the past.
2019 Wheat Field Music Festival Beijing Station Lineup
Music festival market is overheating
Ticket pricing is ultimately driven by supply and demand
With the continuous improvement of consumption levels, music festivals that undertake the "dual function" of watching performances and traveling have attracted a large number of young people.Compared with previous years, the audience of the music festival is no longer limited to niche genres such as folk, rock, and hip-hop. The addition of a large number of pop music has also attracted fans of different components, forming a new consumption landscape.In recent years, the popularity of bands and rap variety shows has expanded the fan base of some musicians, increased their "traffic", and a large influx of fans, which has also made the "threshold" of music festivals higher and higher.
The pricing of tickets ultimately has to follow the laws of the market. The relationship between supply and demand determines the ratio and rules of pricing. Senior music fan Xiaoma told reporters that the organizer of the music festival will purchase tickets of different types through pre-sale (early bird tickets) and high-priced VIP tickets. Ticket data analyzes the relationship between supply and demand to determine pricing strategies and sales methods in different cities."If fans buy tickets no matter how expensive they are, everyone can only 'vote with their feet', and the price of regular-priced tickets will definitely get higher and higher."
compared to concerts
It is more worry-free and labor-saving for performers to perform in music festivals
According to the survey released by the public account "Music Ningbo", there will be less than 23 concerts successfully held nationwide in 2021. Singer Hua Chenyu's "Mars" concert has been successfully held in Haikou Changying Global 100 Fantasy Park for a total of 6 venues. Ranked first, followed by Xue Zhiqian's "Heavenly Foreign Objects" tour concert held 4 times.
Since 2020, the concert market has been strongly impacted by the epidemic, and the national tour concerts are either suspended or on the way to postponement.In addition to the impact of the epidemic, for performers, there are also advantages in terms of cost compared to participating in music festivals and organizing concerts.Large-scale concerts are time-consuming and labor-intensive in venue application and process approval. Both human and material costs need to be borne by the performer. In contrast, music festivals are uniformly coordinated by the organizer. As long as the price and schedule are appropriate, both exposure and It saves time and effort, and the star team prefers this.In terms of performance, concerts have higher requirements for "clothing, transformation, and Taoism", while the performance atmosphere of the music festival is relatively relaxed, and the appearance in plain clothes can shorten the distance with the audience.For the stars themselves, at music festivals, the appearance time of each guest is generally limited to about an hour, which is far less than the concerts that often start in 3 hours.
The music festival has "star groups" and attracts a large number of fans, especially if the "scalpers" monopolize the performance tickets and sell them at high prices, it also disrupts the market under certain circumstances.
Music festivals cost more
But more importantly, good quality
Ticket prices for music festivals are affected by many factors.Guo Zhikai, a famous musician, said that music festival culture actually expresses a "lifestyle", and music is only one of the constituent elements of this "lifestyle". In addition, there are soft cultures such as food, atmosphere, and venue conditions. .Venue rentals, venue capacity, artist compensation and commercial sponsorships, including city levels, all contribute to ticket prices.For example, whether a music festival is profitable or not is closely related to the proportion of commercial sponsorship. Due to the epidemic, many brands are very cautious about the launch of offline activities. From the perspective of overall operating income, the organizer can only increase the ticket price to achieve commercial profit purpose.
Artist performance fees and venue fees account for the bulk of the cost.According to a Beijing News report in November last year, with the development of the music festival market, a certain premium has also appeared in the supply chain.Zhang Chongshuo, vice president of Modern Sky and head of Modern Sky's live music business group, said, "The most basic venue rent used to be very low or even free, but now it reaches hundreds of thousands or millions in many places." The increase in artist performance fees This directly led to an increase in costs. "Several popular bands used to cost up to hundreds of thousands of dollars for performances, but now some have risen to millions." said Zhou Shan, the head of a small music festival organizer.
Since 2020, according to the needs of epidemic prevention and control, the number of people at the music festival has been controlled, and the number of tickets sold has only decreased.Secondly, in recent years, music festivals have blossomed everywhere, and the competition within the industry is fierce. In order to attract fans to buy tickets, "traffic" stars are often invited to help out. Coupled with the blessing of music variety shows, although many young people are attracted to experience live music, However, many invitees have also been promoted from independent niches to "Internet celebrity bands", and the economic cost of artists has greatly increased.Cost increases and sales are limited, which can only be compensated by "price increases".
Guo Zhikai said that the audience of the music festival is mostly college students or young people who have just graduated, and most of the music fans are from all over the country. The price of tickets should also consider the travel expenses of young people. It exceeds the consumption level of most young people, and there are fewer and fewer young people willing to buy tickets, and the price will still be adjusted according to the market.At present, the development of domestic music festivals is not mature enough. The lineup should not be a gimmick of a music festival. If the ticket price keeps rising, the music fans' requirements for the music festival will increase. The organizer is more important to do a good job in quality and content and form its own brand characteristics, so as to ensure the long-term and healthy development of the entire industry.
New Yellow River reporter: Qu Jiayi
