"as soon as the microphone rings, there is a thousand taels of gold"?
2024-10-03
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the streets were empty and tickets were hard to come by. the music blared along with the lights. the fans kept waving glow sticks in their hands and sang in unison to the beats of their idols. the whole place turned into a grand party - when talking about a concert, many people would think of it. such a picture emerged. there are many fans who spend a lot of money to travel thousands of miles to another city for a concert.
young consumers are the main participants in the concert. they were born in an era of material abundance, so they pay more attention to spiritual and spiritual enrichment and satisfaction. they are willing to spend money on theatrical performances, travel, etc., to expand the dimension of life and enrich life experience by experiencing the wonderful world. for them, obtaining emotional value even exceeds the consumption behavior itself. what other form can be more exciting than going to the scene in person and calling for your idol?
how popular was the concert? last year, the american female singer taylor swift, nicknamed "taylor swift" by everyone, toured the world and generated us$1.039 billion in box office revenue in eight months. enthusiastic fans poured in in large numbers wherever she went, causing hotels to be full. , strong growth in consumption, bringing considerable economic benefits to the local area. according to statistics, his concerts have generated billions of dollars, which can be called a "walking gdp".
the domestic concert market is also experiencing a blowout. the "national performance market development brief for the first half of 2024" released by the china performance industry association shows that in the first half of the year, the large-scale performance market continued to rise, with box office revenue from concerts and music festivals increasing by 134.73% year-on-year, and the number of spectators increasing by 63.35% year-on-year.
no wonder some people say, "when the microphone rings, there is a thousand taels of gold." nowadays, large-scale concerts are no longer just cultural activities, but have gradually become an economic phenomenon, attracting more and more attention. for many cities, “good voice” has become “good business.”
from last year's zibo to this year's "erbin", cities are thinking about how to "get out of the circle", increase visibility, exposure and reputation, attract strong popularity and activate the local economy. by holding a concert, you can take advantage of the celebrity's traffic halo, and even get several opportunities to be on "hot searches". this kind of advertising effect cannot be bought with casual money.
more importantly, the food, accommodation, transportation, travel, shopping and entertainment of tens of thousands of fans who go to a city for a concert, how can it not stimulate the economy? the contribution of cultural and tourism integration to active local economy is not a simple "1+1=2", but shows a multiplier effect. data released by the china performance industry association in 2023 show that concert ticket consumption contributed 1:4.8 to local consumption, that is, 1 yuan for tickets and 4.8 yuan for peripheral consumption during the same period.
on june 10, the cast and crew performed at the immersive performance venue "meet harbin" on the river. photo by zhang tao (xinhua news agency)
in fact, it is not difficult to understand that most of the fan groups who like to chase stars are young people who love fun and lively. for them, they have come, so why not take this opportunity to check in and have some fun? visit the local scenic spots and trendy shopping districts, taste the delicious food with strong local characteristics, and bring back some specialties as souvenirs for your relatives and friends. this magical journey started due to the concert can be called reached consummation.
holding a concert involves many aspects such as approval quantity, security equipment, logistics support, transportation services, etc. it requires a lot of investment in manpower, financial and material resources, but many places are still enthusiastic. for example, shandong has introduced policies to encourage localities to hold large-scale concerts and music festivals with more than 10,000 people, and implement policies such as "vacancy tolerance and pre-examination" for large-scale commercial performances to further support commercial performances.
of course, the popularity and traffic brought by the concert are short-lived after all. there is still a lot to be done in how to show more people the deep-seated charm of a city in terms of hospitality, tolerance, fashion, and livability, so that people can stay at the concert until the end of the concert.
(author du ming), original title "good voice sings good business"
source: economic daily
