Cactus Music Festival 2018-2022 ticket price
Despite inflation and the pressure during the epidemic, the ticket price that tripled in five years has also made consumers suffer! Netizens complained: "You can rob money directly." Some netizens commented under the organizer’s WeChat official account, “Can you be more expensive”, but Xiaofeng Music Commune replied with shamelessness, “Wait for next time”. Even the "scalper" posted on WeChat Moments to complain about the high ticket prices.
Following the "Ice Cream Assassin", the term "who will take charge of the performance of the assassin" that complained about the price of the music festival soaring year by year has also become a hot search. Among the music festivals that have announced their ticket prices in 2022, the lowest price is 228 yuan for Guiyang Snow Beer Music Festival. In addition to the Cactus Music Festival, the Star Nest Secret Realm Music Festival has the highest ticket price, with the full price being 988 yuan. Is it still worth going to a music festival worth a thousand yuan?
Image source: Xiaoqiang Shushu
Where did the music festival come from?
Music Festival has become an important cultural consumption method in recent years. So where does the music festival culture come from?
In the sixth century AD, the Pixi'an Athletics held in the Apollo Temple in Delphi was the earliest recorded music festival and the early model of the Olympic Games. This feast to celebrate “beauty” covers a one-day music competition. Imagine people in ancient Greece sitting around the arena to enjoy music played by different musicians. Even without electric guitars, this is no different from a 21st century music festival!
The annual music, poetry and performance ceremony in Wales can also be traced back to the Bard Contest held by Lord Rees in 1176. After two centuries of interruption, the grand ceremony re-watched the audience in the late eighteenth century.
Delphi Ruins
Source: Getty Images
The Monterey Pop Festival held in California in June 1967 is often considered the first modern large-scale rock festival. Two years later, the famous Woodstock Music Festival was held for the first time. People gathered in the open space, set up tents, listened to emerging folk songs and rock music, and this place became a utopia for hippies.
Woodstock Music Festival
Source: Getty Images
In China, since 2000, Beijing Midi Conservatory of Music founded the first original music festival in mainland China - Midi Music Festival, which is known as China's "Woodstock Music Festival". Since then, music festival brands have been continuously created. In 2007, the Modern Sky Music Festival, hosted by Modern Sky Company, was held in Beijing and was held in New York in 2014. In 2009, the Strawberry Music Festival, which was handed down by Modern Sky, was successfully hatched.
In recent years, music festivals have become one of the synonyms for young people's lifestyles. Of course, I have to go to the music festival and live house to listen to music during the holidays! The Maigoo website has selected the top ten music festivals in the mainland, from well-known music festival brands to niche music festivals representing diverse cultures and music styles.
Top Ten Mainland Music Festivals
Photo source: Maigoo
The darling of young people
The number of audiences for music festivals in 2021 increased by nearly 173% compared with 2019, and the number of audiences for small livehouses increased by 326% compared with 2019. Among them, most of them are young people of the twenty generations. So why are young people willing to pay for the festival tickets?
Music Festival poster
Independent music and "traffic" from music variety
Of course, the first thing that bears the brunt of the "Music" festival is music. Here are young musicians with potential as well as emerging bands. You can enjoy performances of dozens of artists and several musical styles at a music festival. This kind of "packaged" music is more fun and diverse than a concert.According to the "2021-2022 China Music Festival Market Consumption Research" by Xiaolujiao Think Tank, when asked about the most core reason for participating in the music festival, the proportion of music festival consumers who answered "like independent music and can meet the musicians you like at the music festival" accounted for 76.6%, which is far higher than other options. Music festivals are still one of the important ways for music fans to meet independent musicians.
After the band music variety show "Summer of the Band", "Son of Tomorrow: Band Season" and other hip-hop music variety show "The New Generation of Rap" and "Listen to My Rap", contestants flocked to the music festival to contribute to the popular stage of the festival. Young fans of these variety shows also turned their attention to the music festival and injected fresh consumption power into it. According to Xiaolujiao Think Tank, in 2020, the Wutiaoren band from "Summer 2" participated in the music festival as many as 11 times. The quotes for singers in the first tier participating in the music festival are about one million yuan, while the quotes for rock singers and bands in the second tier are about 600,000-800,000 yuan. The quotations of bands that have participated in music variety shows are higher than those of other bands. The music festival invites music variety contestants as guests. Although it is suspected of riding on the popularity, it is still the most "cost-performance" choice.
Image source: Music Finance
Ticket price advantage compared to concerts
Previously, the fare much cheaper than concerts was one of the important reasons why young people are more willing to go to music festivals. In 2017, tickets for Wuhan Strawberry Music Festival were only 270 yuan, and the guests included popular musicians such as Ma Di, Zhao Lei, and Universal Youth Hostel. The 2019 Beijing Wheat Field Music Festival has popular bands such as Caodong, no party, new pants, and five people. Jay Chou and Jolin Tsai are also supported, and the pre-sale tickets are only 350 yuan. According to IoT China, the highest ticket price for concerts is generally above 1,200 yuan, and depending on different stars and venues, it may also be as high as more than 1,600 yuan, which is equivalent to the price of three to four music festivals.
Music Festival’s strong social attributes
Music Festival is not just music. In the atmosphere of the music festival, you can drink and chat and make new friends. The festival is more free on the venue, you can interact with your favorite bands in the crowded front row, or chat and take photos with friends in the back row.
Source: Hou Xuanli
The social attributes of the music festival are infinitely magnified. During the Coachella Music Festival, Coachella fashion was popular on Tiktok. For young people, going to music festivals is not only about enjoying music, but also about showing themselves. They will raise flags at the festival and print their own slogans. Symbol statements in music festivals are recorded and spread on the Internet, and music festivals, like these statements, have become a symbol of the lifestyle of young people, where they express their attitudes and seek recognition.
Source: Internet
According to "2021-2022 China Music Festival Market Consumption Research", when music fans go to participate in the music festival, nearly two-thirds of the respondents chose to go with three or two friends, and another 8.6% of the respondents formed a group of friends in advance, and 10.8% of the people participated in the music festival alone, but still had social needs and would meet friends at the music festival. In summary, more than 80% of respondents participated in music with social purposes. If you lack a music festival for friends, you may lack a familiar atmosphere.
In addition, in addition to the stage, consumers also prefer the affiliated entertainment activities of music festivals, such as creative markets, catering areas, art exhibitions, etc. In such an atmosphere, music fans enjoy the experience of attending music festivals with friends. For young people, music festivals are more like social activities, and other activities after enjoying the music stage are as essential. The music festival combines other diverse business formats to satisfy young people's desire for social attributes, diverse cultures and interesting arts that a trip has.
Music Festival respondents' field of interest in other fields of lineup
Picture source: Music Finance
Chaos outside the spotlight
Safety hazards of the Music Festival
10, the universal youth hostel band became a hot search after the music festival was cancelled, scolding the audience for throwing objects at the stage.Coincidentally, the video of the frontman of the Dirty Finger band hitting the face by the smoke thrown by the audience also caused heated discussion. Many bands have also joined in debating this bad behavior. Even if music fans strongly want to "interact" with musicians, this dangerous behavior will not only hurt the musicians, but also destroy the relaxed atmosphere that the festival should have.
Security issues are inevitable in public places where crowds gather. On July 3, Jinan 99·Bae Livehouse was criticized by the audience for negligent public security, improper management and simple facilities. Some netizens said, "Fortunately, there was no stampede accident." Safety hazards in music festival venues and Livehouse venues are not uncommon. There are only a few security guards on site for some music festivals, and the emergency facilities and escape routes of the venues are not clear. When an emergency occurs, there is a high possibility of dangerous accidents.
garbage everywhere
Last year, after a music festival in Liaoning ended, garbage everywhere was condemned by netizens. Similar situations are not uncommon. All venues that have been held in music festivals must be cleaned and organized with a considerable amount of work to "restore" the original appearance of the venue. This is not only related to the quality of the audience, but also to the improper management and incomplete facilities of the organizers. The venue should be equipped with a sufficient amount of garbage storage equipment, and staff should also guide the audience and stop them from littering.
chaotic ticket management
Music Festival scalper problems and Livehouse's scheduled generation problems have been continuously, seriously affecting the normal market transactions and the interests of other music fans. On August 15, 2021, when the Guangzhou MDSK Music Festival was held, many music fans failed to buy tickets and entered the festival through loopholes under the guidance of scalpers, and had physical conflicts with the security guards who maintained order. Many people sighed: Why can these young people with bright and beautiful appearances make such low-quality actions?
Image source: ground rap
soaring ticket price
On July 13, the "Cactus Music Festival ticket price" became a hot search, and its ticket price of thousands of yuan aroused public anger. Even though famous musicians such as Zheng Jun and Pu Shu are in charge, the ticket price is nearly three times higher than the ability of some music fans three years ago. Not only is the ticket price of Cactus Music Festival soaring, but the ticket price of the entire industry is on the rise. A music festival ticket can reach thousands of yuan, which is equivalent to the ticket price of a concert. Can music festivals that lose their price advantage still retain customers?
Conclusion
The number of related companies in the music festival has been growing, and the music festival is still an important part of the economic growth of the music industry. But as various music festivals sprung up like mushrooms after a rain, the chaos in the music festivals did not seem to improve, but instead became increasingly severe, and the soaring ticket prices also made consumers suffer. Creative planning, strict management, and suppressing prices are important means for music festivals to retain young people, in order to welcome the possible consumption wave in the post-epidemic era, and not to give up on food because of choking and lose the target group for short-term interests.
Author: Yang Yuqing
Beauty editor: Zheng Zejia
Promotion: Yang Yingying
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