The music festival has become a big punch in stimulating the integration and development of the cultural and tourism economy.
Editor’s note: This article is from the WeChat public account “Music Finance” (ID: musicbusiness), author: Wu Boya, An Xixi.
Not long ago, the topic #Shandong was listed on Hot Search# in order to promote the music festival.
In the moving picture of viral transmission, the public can see that at the press conference of the Earli Music Festival in Jinan Sunac Cultural Tourism City, the leaders of the conference made a somewhat unfamiliar gesture of metal gifts when they took a group photo on the stage. . At the scene, although there were leaders who were stupid to distinguish between metal gifts and Spider-Man’s gestures, they collectively showed enthusiastic smiles in front of the camera, inexplicably “sucking fans”.
Netizens said that although the leaders are clumsy and a little cute, the posture of propaganda is really hard.
This year’s music festival is blooming everywhere in Shandong Province. While music fans everywhere admire the people of Shandong, they are also asking, why is Shandong? Some netizens even joked, “Why didn’t “This Year’s Band’s Summer” not be done? Because the band is participating in the music festival in Shandong.”
Music festivals are blooming everywhere in Shandong?
According to the statistics of Music Finance (ID: musicbusiness), there are currently 18 music festivals officially announced in Shandong. The music festivals are mainly rock and roll, but there are also electronic music festivals, such as Weifang Guochao Lime Meng Music Festival, there is also a novel Jinan close-to-flight chamber music festival.
From the fare point of view, the ticket price of Shandong Music Festival is generally around 300 yuan per day. Taking the music festival price that can be found on Damai.com as an example, the single-day advance ticket of Dongying Strawberry Music Festival is 360 yuan. , Full price ticket 460 yuan, double ticket 650 yuan; Earli Music Festival single ticket 238 yuan, double ticket 448 yuan; Guochao Music Carnival early bird single-day ticket 280 yuan, pre-sale single-day ticket 320 yuan, on-site single day Tickets are 360 yuan; Zaozhuang Heat Wave Music Festival pre-sales single-day tickets are 220 yuan, on-site tickets are 280 yuan, and two-day passes are 420 yuan. With such a fare coupled with the lineup, many netizens lamented that it was “worth it”.
But on the other hand, the fare gap of the music festival still exists. For example, the Shengbao Mailang Music Festival held from 5.15 to 5.16, the early bird ticket is 138 yuan, the advance ticket is 158 yuan, the full price ticket is 199 yuan, the two-day pass is 222 yuan, and the Qingdao Phoenix Music Festival single-day early bird ticket is 328 yuan. Advance tickets are 428 yuan, on-site tickets are 628 yuan, VIP tickets are 928 yuan, and the two-day pass is 728 yuan. The maximum fare difference between different music festivals has reached 790 yuan.
However, the difference in ticket prices is also related to the lineup of the festival. In addition to popular bands and independent musicians, there are also a large number of rappers and mainstream artists in the lineup of the officially announced Shandong Music Festival. For example, the Qingdao Phoenix Music Festival invited mainstream singers such as Li Yuchun, Li Ronghao, Wu Yifan, Xu Song, and Wang Sulong.
On May 18th, the Qingdao Ryefield Music Festival was announced. On the lineup list, Xue Zhiqian, Wang Jiaer, Bullet Shell, Chen Hongyu, The Hedgehog, etc. were in line. Netizens sighed after seeing the lineup. Such a lineup makes it difficult to get tickets. Not in seconds. Sure enough, when the tickets were opened on May 19, the four ticket purchasing platforms Damai, Xiudong, Ticket Planet and Maoyan announced at the Rye Music Festival were all sold out in an instant.
From the perspective of geographical distribution, Jinan has become the city with the most music festivals in Shandong thanks to 4 music festivals, and the fourth-tier city has become the city type with the most music festivals in Shandong Province, accounting for 33.33%.
From the perspective of geographical distribution, the music festivals in Shandong Province are mainly concentrated in the central region, with Jinan as the center and distributed in a radial pattern.
Among them, the coverage rate of music festivals in second-tier cities is 50%, the coverage rate of third-tier cities is 66.67%, and the coverage rate of music festivals in fourth-tier cities is 85.71%. When the music festival sinks, the trend of extending to third- and fourth-tier cities becomes more and more obvious.
Needs for transformation and upgrading of the local economy: policies first, fostering new forms of cultural tourism
All the northern cities have a sword of Damocles hanging from their heads.
As a large agricultural and industrial province, Shandong Province has long ranked first in the country in terms of output value of agriculture, forestry, animal husbandry, and fishery. For many years, its industrial added value has ranked second in the country. Among them, heavy industry has accounted for 68% of the province’s total industrial output value. In recent years, Relying on the advantages of natural resources, the service industry (mainly financial and tourism) in Shandong Province has gradually increased its proportion. In 2018, the three-industry structure adjustment for the whole year was 6.5: 44.0: 49.5, and the contribution of the service industry to economic growth was 60%.
Taking Zibo City as an example, Jiang Duntao, Secretary of the Zibo City Party Committee, was interviewed by reportersWhen asked, the decline in Zibo’s economic strength is indeed a fact. In addition to the influence of city size and population, the old industrial city has a relatively heavy industrial structure, relatively strong factor-driven dependence, insufficient vitality of industries and enterprises, and an unsound industrial ecosystem. As well as the pollution and energy consumption problems brought about are the reasons for the economic downturn, and Zibo wants to transform and upgrade, in addition to new tracks, new scenes, and new species in the economic field, there is another key aspect that is cultural soft power. . Based on such considerations, Zibo City proposed a comprehensive implementation of cultural empowerment actions to vigorously promote the creative transformation and innovative development of “Qi Culture”.
The following year, Shandong Province issued the “Shandong Province Cultural Tourism Integration Development Plan (2020-2025)”, which clearly regarded the music festival as the main cultural product for the prosperous development of night tourism, through “culture + tourism” and ” Cultural Tourism +” to cultivate new forms of cultural tourism and stimulate new momentum for industrial development.
In the 13th Five-Year Plan period of this year, General Secretary Xi Jinping pointed out: “The cultural industry and the tourism industry are inseparable. We must persist in using culture to shape tourism, and promote the integrated development of culture and tourism, so that people can appreciate the beauty of nature. The beauty of the soul, the beauty of edifying the soul.”
Subsequently, on April 16, the State Council has issued opinions on encouraging consumption in hotels, tour performances, etc. The opinions clearly pointed out that “to formulate guidelines for approval procedures for cross-regional tour performances, optimize the approval process, and provide convenience for performance business units to conduct business across regions.”
In 2019 Qingdao Phoenix Music Festival, more than 40,000 music fans participated. The hoodies, bracelets, canvas bags and other music festivals sold at the festival were favored by music fans. The box office revenue of the music festival was 30% that year. Ranked second among many similar music festivals, the food, drink, housing, transportation and other related industries in Qingdao West Coast New District have also ushered in “small peaks.” The success of this music festival not only brought box office revenue, but also provided new ideas for Shandong to build a city card.
With the awareness and policy of developing music festival + cultural tourism, the government level has provided a pass for the music festival to land in Shandong. This has also made the distance between the local governments of Shandong and the organizers of the music festival getting closer and closer, and policy support, subsidies, infrastructure improvements, and market-oriented operations have become the mainstream of cooperation.
When it comes to Shandong, the public may first think of excavators looking for Shandong Lanxiang or Stanley compound fertilizer, as well as the simple image of Shandong Province’s “earth and soil”. Therefore, some fans who participated in the music festival said, “I originally thought it was a native of Shandong, but the music festival should follow the engine.The rhythm is swaying, but think about the beer in Qingdao, the barbecue in Jinan, and the Klusu kite in Weifang, and I think it’s rocky.
It allows music fans to think of relevant urban characteristics through the music festival, and also reflects the linkage effect produced by the combination of music festival and cultural tourism from the side.
In fact, at the Qingdao Golden Beach Music Festival in September 2009, Shandong began to try to combine the music festival with cultural tourism. The Golden Beach Music Festival is organized by the Phoenix Island (Golden Beach) Cultural Tourism Festival Organizing Committee, and is co-organized by Thirteen Month Records, Bing Ma Si Records, NOJIJI Records and DM Records. During the three-day music festival, the audience can not only enjoy the wonderful and lively performances, but also participate in the creative market, beach sculptures, beach camping, beach sports, beach movies and other colorful interactive activities, which stepped out of the music festival In the footsteps of the first attempt with cultural tourism.
In recent years, Shandong Music Festival has been more integrated with local natural conditions and cultural tourism projects. For example, many music festivals in Qingdao are combined with the West Coast Beer Festival. In addition to music, the Ocean Music Festival in Rizhao also has beach bikini shows and food feasts. Multi-linked interactions bring summer enjoyment to the public.
Dongying is a prefecture-level city in Shandong, known as the “Eastern Wetland City”. It is also in a hub position that connects the Central Plains Economic Zone and the Northeast Economic Zone, the Beijing-Tianjin-Tangshan Economic Zone and the Jiaodong Peninsula Economic Zone. Zhang Chongshuo, vice president of Modern Sky, said, “Strawberry landing in Dongying is the same as we do in other cities. It is a fully market-oriented operation model. Modern fully invests and is responsible for its own profits and losses. The Bureau of Culture and Tourism will entrust its platform companies to provide certain subsidies. , This will account for 20% of the total investment. This is a mainstream support method in the current market. The government will give the festival organizers a subsidy between 20%-30% of the total investment.”
The reason why we chose to enter Dongying is mainly because Modern Sky is optimistic about Dongying’s tourism, transportation and unique wetland resources. In terms of transportation, in addition to connecting large cities in Shandong, Dongying can also radiate other provinces close to Shandong. “Dongying is one of our directions, and the situation is similar to that of Strawberry going to Nanxi River. Nanxi River is also good, Dongying Fortunately, although they are all sinking cities, their tourism resources are unique. The geographical location has greater radiation capacity for the surrounding area, which can drive the regional economy and facilitate the flow of people. For strawberries, it has a chemical reaction with local tourism resources. , Creating a unique experience after leaving the big city.”
For small cities that are not well-known or do not have an advantage in tourism resources, local governments are also working hard to support the incubation and development of music festivals.exhibition. For example, this year’s Dezhou Shengbao Mailang Music Festival was held in Pingyuan County, a poverty-stricken county in Dezhou City. As the organizer of the music festival, the Dezhou Plains County Government spoke before the start of the music festival, hoping to call on everyone to travel and consume, and hope that the music festival will promote the local tourism industry.
As clearly stated in the basic ideas of the 13th Five-Year Plan and Development of Shandong Province, it is necessary to strengthen the industrial collaboration and coordination of large, medium and small cities, promote the transformation from an independent expansion of 69 cities into an efficient and integrated network city cluster, and achieve urban development. Groups, circles, and belts will continuously improve the level of open competition in the Shandong Peninsula urban agglomeration. Actively innovate regional cooperation models, improve organizational coordination and promotion mechanisms, and achieve multi-level, diversified, and multi-form cooperation development.
Under the drive of the Shandong government to think, do, innovate, and strive to be the first, and with the support of Shandong enterprises, the old industrial and agricultural provinces can also be trendy, and the music festival is gradually becoming a new name card for Shandong. Therefore, netizens in Shandong have the confidence to say, “I have watched more music festivals in Shandong in two months than in other places in a year!”
At the Midi Music Festival held in Jinan this year, the Jinan Government’s joint operating company revised the subway operating time, and the Jinan Music Festival is adjacent to the Binzhou Midi Music Festival. It was found that there is no high-speed rail station in Binzhou, so Binzhou The government has arranged a free bus from the passenger terminal to the venue, and a free bus from Jinan City to the Binzhou Music Festival. Even at the Binzhou Midi Music Festival, you can see the secretary shouting to the fans, “We are responsible for safety, you Responsible for being happy!” And some netizens revealed that the Binzhou government also issued a notice on clearly marking prices and prohibiting price increases during the Midi Music Festival.
In addition to the government’s support, the hospitable Shandong enterprises also did not hesitate to support the music festival. In 2019, in the list of sponsors of Shandong Dezhou Midi Music, you can see the very grounded Jingyanggang Wine Industry, Shandong Machinery and Equipment Import and Export Group Corporation, Guanxian Tengda Mai Milk Powder Factory, Shandong China Tobacco Industry Co., Ltd., etc. Down-to-earth local companies.
For the support and support of the hospitality Shandong government and enterprises to the music festival, some netizens said that “rock music is as hardcore as the heavy industry Shandong”, and such a market environment, in addition to helping to establish a good city card in the hearts of music fans, It is also very attractive to the organizers of the music festival.
In mid-April this year, the LPA Independent Music Festival of Xiudong APP, an independent music performance ticketing platform under Taihe Music, came to Jimo Zhonglian Sports Park. Prior to this, Zibo City and Taihe Music Group signed the “Ten Year Agreement”. The governmentHe promised to fund the activities of the Ryefield Music Festival in the first five years. In the next ten years, the Ryefield Music Festival will have a new home in Shandong, but after five years, the Ryefield Music Festival will rely on its own market operation.
Shan Wei, chief director of the Midi Music Festival and CEO of Midi Performance Company, said that Midi has joined hands with its partner Fuheng Holding Group to register a company in Jinan. He said: “Not only the Midi Music Festival, but also our other projects. It will also gradually spread in Jinan, such as electronic music festivals, children’s music festivals, and music education.”
From the current trend, music festivals continue to sink, bringing the flames of original music to more small cities in China. During May Day this year, cities such as Zibo in Shandong, Changzhou in Jiangsu, Lingshui in Hainan, Jiaozuo in Henan, Wanning in Hainan, Leshan in Sichuan, Shuozhou in Shanxi, and Qinzhou in Guangxi all held music festivals. (Review: The box office of the May 1st performance exceeded 800 million, and the music festival and cultural tourism deepened the dream linkage)
Nowadays, the music festival market in first- and second-tier cities is fiercely competitive. In this process, in addition to the relatively long-term and stable brand music festivals, some new music festivals have appeared one after another, but some music festivals have not persisted and disappeared, but There are also some new brands coming in every year.
In Zhang Chongshuo’s view, while the music festival market in first- and second-tier cities is becoming fierce, the cost and threshold of holding music festivals in these cities are becoming higher. Then, the investment pressure to hold in first-tier cities is greater, and new music festivals choose to sink the market for incubation, and the risks are more controllable. Coupled with local support, the organizers will actively embrace the sinking when they seek advantages and avoid disadvantages. Go all over the city.
“In terms of short-term forces, local governments still value the driving force of music festivals on the cultural tourism industry.” Zhang Chongshuo believes that in the case of urgent needs after the epidemic, it is a good thing for localities to embrace music festivals in the short term. From a long-term perspective, music festivals have three major functions. Music festivals are a powerful tool for urban marketing. They play a very important role in the spread of the city on social media. At the same time, music festivals can empower local cultural and tourism content, which is also a local culture. Content testing and incubator for the brigade.
In the past, the cooperation between the Strawberry Music Festival and tourist destinations has produced huge economic value and cultural communication effects. The performance on social media has indeed made locals see the enabling value of the music festival in “urban marketing”. In addition to the case of Strawberry Music Festival spreading across the country, the East China Sea Music Festival in Zhoushan, Zhejiang, the Oxygen Music Festival in Hangzhou, and the Wubaili Music Festival in Yunnan, these typical music festivals with integrated cultural and tourism formats have also formed positive urban marketing. Case. In the past, these historical data and cases have made local governments feel the value of the music festival through the media. At the same time, the Ministry of Culture and Tourism also holds a positive attitude towards the typical form of the integration of culture and tourism—the music festival.
The music festival helps localities create city cards, stimulates the tourism economy, promotes consumption in related industries such as hotels, catering, and transportation, and drives GDP growth. At the same time, the upsurge of local music festivals is also feeding back the music industry, not only helping the spread of original music to penetrate moreIn small cities, bands also have room to choose performance invitations, and the source of income for music companies is also increasing.
Of course, in the long run, the sinking craze of this round of music festivals will move from the blindly magnified enthusiasm stage to rationality, from the extensive blossoming of flowers to the survival of the fittest. After all, not all cities are suitable for holding music festivals, but this will definitely boost the development of the industry and leave some truly valuable music festival boutiques in the end.